1.
AN EMERGING
AGENCY OS
@martinbailie

2.
outputs
outcomes

3.
making
great things
sales

4.
new!
(with the
ir
money)
minimise risk
Source: 2008 Global Marketing Organization benchmark study

5.
100%
tasked with innovation?
11%
Source: 2008 Global Marketing Organization benchmark study

6.
gongs
growth
Source: Reardon Smith Whittaker (US)

7.
gongs
“inadequate to the task”
growth
Source: Reardon Smith Whittaker (US)

8.
0k
gongs
10
£
“inadequate to the task”
growth
Source: Reardon Smith Whittaker (US)

9.
make open-
sourcing ideas
financially viable
whatʼs your added Mark Hunter
Coors & ISBA
value vs media
owners? outcome-based
compensation
CLIENTS WANT INNOVATIONS
IN HOW WE OPERATE

10.
our us
work

11.
our us
work

12.
WEʼRE ADDICTED TO SHORT-TERM CASH

13.
Client revenue
100%
WEʼRE ADDICTED TO CLIENTS

14.
ITʼS AN UNHEALTHY DEPENDENCY

15.
v
Sources: Forrester / Dan Pink ʻDriveʼ

16.
v
Personal fulfilment
Sales, now please
Sources: Forrester / Dan Pink ʻDriveʼ

17.
v
Personal fulfilment
Sales, now please
the role of agency
management
Sources: Forrester / Dan Pink ʻDriveʼ

18.
v
Personal fulfilment
Sales, now please
how do we keep
everyone happy?
Sources: Forrester / Dan Pink ʻDriveʼ

19.
WEʼVE TWO MASTERS
but we only take money from one

20.
opportunity!
WEʼVE TWO MASTERS
but we only take money from one

21.
Client revenue
100%
FROM CLIENT MONOGAMY

22.
Client revenue
50%
Customer revenue 50%
TO SLEEPING AROUND

23.
Fulfilled
True inventive
understanding types
of business
Sources: Forrester / Dan Pink ʻDriveʼ

24.
Fulfilled
True inventive
understanding types
of business
Maste
Auton ry
omy
Purpo
se
Sources: Forrester / Dan Pink ʻDriveʼ

25.
YEAH YEAH YEAH
BUT HOW?

26.
ideas clients but that
donʼt want customers need

27.
ideas clients but that
donʼt want customers need

28.
YEAH YEAH YEAH
BUT WEʼRE SET UP TO DELIVER CLIENT THINGS…
YʼKNOW LIKE CAMPAIGNS

29.
MAYBE

30.
MAYBE
OUR OUTPUTS ARE CHANGING
software, brands, products, services...

31.
MAYBE
OUR OUTPUTS ARE CHANGING
software, brands, products, services...
AND OUR TIME-PLANS ARE LENGTHENING

32.
SO WEʼRE BEGINNING TO
ACT MORE LIKE CLIENTS...

33.
SO WEʼRE BEGINNING TO
KER!
SHOC
ACT MORE LIKE CLIENTS...

34.
WE NEED A
FLEXIBLE APPROACH
to help us serve
both masters

35.
A BUSINESS OS
A PLATFORM THAT DRIVES
REAL-TIME SALES
AND SUPPORTS AN
ECOSYSTEM OF
INNOVATION

36.
OPEN DATA PLATFORM

37.
VALUE ADDED LAYER
OPEN DATA PLATFORM

38.
MULTI-PLATFORM DELIVERY
VALUE ADDED LAYER
OPEN DATA PLATFORM

39.
MULTI-PLATFORM DELIVERY
VALUE ADDED LAYER
OPEN DATA PLATFORM

40.
MULTI-PLATFORM DELIVERY
VALUE ADDED LAYER
OPEN DATA PLATFORM

41.
MULTI-PLATFORM DELIVERY
VALUE ADDED LAYER
OPEN DATA PLATFORM

42.
MULTI-PLATFORM DELIVERY
VALUE ADDED LAYER
OPEN DATA PLATFORM

43.
OPEN DATA PLATFORM

44.
a marketing OS
real-time optimisation & insight
behaviour & opinion
content management
trading
effectiveness modelling
OPEN DATA PLATFORM

45.
VALUE ADDED LAYER

46.
agencies orchestrate outcomes
pain-free integration
proprietary research
benchmarks
marketing generalists
deliver effectiveness
VALUE ADDED LAYER

47.
MULTI-PLATFORM DELIVERY

48.
MULTI-PLATFORM DELIVERY
specialists deliver outputs
big ideas
community management
media trading
software
behavioural optimisation
tv production
innovation planning
...

49.
MULTI-PLATFORM DELIVERY
VALUE ADDED LAYER
OPEN DATA PLATFORM

50.
clientʼs customers
MULTI-PLATFORM DELIVERY
VALUE ADDED LAYER
OPEN DATA PLATFORM

51.
clientʼs customers our customers
MULTI-PLATFORM DELIVERY
VALUE ADDED LAYER
OPEN DATA PLATFORM

52.
PREDICTIONS

53.
PREDICTIONS
the brands closest to customers will grow

54.
PREDICTIONS
the brands closest to customers will grow
so, agencies working with customers will...

55.
PREDICTIONS
the brands closest to customers will grow
so, agencies working with customers will...
lead others because theyʼre closest to the data

56.
PREDICTIONS
the brands closest to customers will grow
so, agencies working with customers will...
lead others because theyʼre closest to the data
create new revenue

57.
PREDICTIONS
the brands closest to customers will grow
so, agencies working with customers will...
lead others because theyʼre closest to the data
create new revenue
define new models

58.
PREDICTIONS
the brands closest to customers will grow
so, agencies working with customers will...
lead others because theyʼre closest to the data
create new revenue
define new models
succeed as clients see them as more credible

59.
"There are two ways for a
company to get better.
Look at what you're good at,
or start with the customer
and work backwards,
even if it requires new
skills.”

60.
Good luck!
@martinbailie