Impact of Digital Revolution on Ad Agencies
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I was asked to present on "the impact of digital on advertising agencies" to an NYU Stern School of Business EMBA class in July 2010. I was specifically asked about how Media Design as an idea (my personal Berlin School of Creative Leadership thesis) fits into this impact.
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Impact of Digital Revolution on Ad Agencies
- 1. THE IMPACT OF DIGITAL ON AD AGENCIES STERN EMBA LECTURE | 24 JULY 2010 | @SANEEL
- 2. A BRIEF HISTORY OF ADVERTISING {as told via facebook newsfeeds}
- 3. Traditional Agency Edit My Profile
- 4. Traditional Agency Edit My Profile Traditional Agency Made a cool print ad. Headed to lunch. Be back tomorrow! Q2 of 1964 Comment Like
- 5. Traditional Agency Edit My Profile Client Traditional Agency I saw our own TV commercial last night so I’m sure everyone else did too, thx guys! Q4 of 1971 Comment Like Traditional Agency Made a cool print ad. Headed to lunch. Be back tomorrow! Q2 of 1964 Comment Like
- 6. Traditional Agency Edit My Profile Traditional Agency 2 Traditional Agency Looks like we have a lot of friends in common. Let’s meet for a scotch and talk merger. Q2 of 1981 Comment Like Client Traditional Agency I saw our own TV commercial last night so I’m sure everyone else did too, thx guys! Q4 of 1971 Comment Like Traditional Agency Made a cool print ad. Headed to lunch. Be back tomorrow! Q2 of 1964 Comment Like
- 7. Traditional Agency Edit My Profile Traditional Agency became a fan of Efficiency. Traditional Agency 2 Traditional Agency Looks like we have a lot of friends in common. Let’s meet for a scotch and talk merger. Q2 of 1981 Comment Like Client Traditional Agency I saw our own TV commercial last night so I’m sure everyone else did too, thx guys! Q4 of 1971 Comment Like Traditional Agency Made a cool print ad. Headed to lunch. Be back tomorrow! Q2 of 1964 Comment Like
- 8. Traditional Agency Edit My Profile Traditional Agency took the quiz “What business are you in?” with the result of Production. Traditional Agency became a fan of Efficiency. Traditional Agency 2 Traditional Agency Looks like we have a lot of friends in common. Let’s meet for a scotch and talk merger. Q2 of 1981 Comment Like Client Traditional Agency I saw our own TV commercial last night so I’m sure everyone else did too, thx guys! Q4 of 1971 Comment Like Traditional Agency Made a cool print ad. Headed to lunch. Be back tomorrow! Q2 of 1964 Comment Like
- 9. Digital Agency Edit My Profile
- 10. Digital Agency Edit My Profile Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like
- 11. Digital Agency Edit My Profile Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.
- 12. Digital Agency Edit My Profile Digital Agency Packing up the scooters & foosball table. Just got acquired by Traditional Agency! Q1 of 2002 Comment Like Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.
- 13. Digital Agency Edit My Profile Traditional Agency Digital Agency Just wanted to say hi since it’s been a while. We should talk about process so you can translate ideas better. Currently Comment Like Digital Agency Packing up the scooters & foosball table. Just got acquired by Traditional Agency! Q1 of 2002 Comment Like Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.
- 14. Digital Agency Edit My Profile Creative Department and Media Department are no longer in a relationship. Traditional Agency Digital Agency Just wanted to say hi since it’s been a while. We should talk about process so you can translate ideas better. Currently Comment Like Digital Agency Packing up the scooters & foosball table. Just got acquired by Traditional Agency! Q1 of 2002 Comment Like Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.
- 15. Digital Agency Edit My Profile Digital Agency became a fan of Technology. Creative Department and Media Department are no longer in a relationship. Traditional Agency Digital Agency Just wanted to say hi since it’s been a while. We should talk about process so you can translate ideas better. Currently Comment Like Digital Agency Packing up the scooters & foosball table. Just got acquired by Traditional Agency! Q1 of 2002 Comment Like Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.
- 16. Digital Agency Edit My Profile Creative Department has removed Media as an interest. Digital Agency became a fan of Technology. Creative Department and Media Department are no longer in a relationship. Traditional Agency Digital Agency Just wanted to say hi since it’s been a while. We should talk about process so you can translate ideas better. Currently Comment Like Digital Agency Packing up the scooters & foosball table. Just got acquired by Traditional Agency! Q1 of 2002 Comment Like Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.
- 18. Media Edit My Profile Consumer I really liked that video with the surfing dog someone tweeted about. I was gonna buy the board for Fluffy, but it got bad Amazon reviews. 2 hours ago Comment Like
- 19. Media Edit My Profile Media I feel so outta sorts lately. You know, like fragmented and ever-changing... or something. 9 seconds ago Comment Like Consumer I really liked that video with the surfing dog someone tweeted about. I was gonna buy the board for Fluffy, but it got bad Amazon reviews. 2 hours ago Comment Like
- 20. Media Edit My Profile Creative Department Media Long time no talk. I was just looking thru your photos. You’ve changed a lot-- I barely recognize you! Currently Comment Like Media I feel so outta sorts lately. You know, like fragmented and ever-changing... or something. 9 seconds ago Comment Like Consumer I really liked that video with the surfing dog someone tweeted about. I was gonna buy the board for Fluffy, but it got bad Amazon reviews. 2 hours ago Comment Like
- 21. Media Edit My Profile Consumer added the Control Media application. Creative Department Media Long time no talk. I was just looking thru your photos. You’ve changed a lot-- I barely recognize you! Currently Comment Like Media I feel so outta sorts lately. You know, like fragmented and ever-changing... or something. 9 seconds ago Comment Like Consumer I really liked that video with the surfing dog someone tweeted about. I was gonna buy the board for Fluffy, but it got bad Amazon reviews. 2 hours ago Comment Like
- 22. Media Edit My Profile Media and Media are now friends. Consumer added the Control Media application. Creative Department Media Long time no talk. I was just looking thru your photos. You’ve changed a lot-- I barely recognize you! Currently Comment Like Media I feel so outta sorts lately. You know, like fragmented and ever-changing... or something. 9 seconds ago Comment Like Consumer I really liked that video with the surfing dog someone tweeted about. I was gonna buy the board for Fluffy, but it got bad Amazon reviews. 2 hours ago Comment Like
- 23. TWO EXAMPLES OF MEDIA TRENDS {what consumer empowerment looks like}
- 25. {Facebook Quizzes} Diddit & TripIt Twitter lists & filtered newsfeeds
- 28. CURATION
- 29. {Aardvark} Amazon recommendations & Netflix reviews Transparency of bias
- 31. IMPACT ON PROCESS {75% of agency conversation}
- 32. {RESEARCH & INSIGHTS} {STRATEGY} {PLANNING} {CREATIVE} {MEDIA} {PRODUCTION} {efficiency used to be about closing gaps}
- 33. {RESEARCH & INSIGHTS} {STRATEGY} {PLANNING} {CREATIVE} {MEDIA} {PRODUCTION} {digital requires concurrent processes}
- 34. IMPACT ON BUSINESS MODEL {20% of agency conversation}
- 35. THE PRODUCTION ISSUE: IN QUOTES { } ‘Oh shit, clients figured out production is cheap’ { } ‘What do you mean the iPad doesn’t have flash?’ { } ‘But the other guys said we could get more K’
- 36. IMPACT ON TALENT {5% of agency conversation}
- 37. DIGITALʼS IMPACT ON CREATIVE IDEAS { } Digital media & creative are intrinsically linked { } Many digital environments require custom ideation { } Today’s creative executions must evolve { } Digital ideas emphasize utility
- 38. A NEW SET OF AGENCY SKILLS {we call it media design}
- 39. MEDIA DESIGNERS DONʼT TWEET TOO HARD {understand the impact of the channel on content}
- 40. MEDIA DESIGNERS USE MEDIA AS A CREATIVE INPUT {leverage media culture as a lens to view consumers}
- 41. MEDIA DESIGNERS USE THE YOUTUBE RULE TO THEIR ADVANTAGE {they craft media-scalable ideas}
- 42. MEDIA DESIGNERS KNOW THEREʼS NO SUCH THING AS MEDIA AGNOSTIC {they architect ideas with media}
- 43. MEDIA DESIGN: A NEW SET OF SKILLS { } Understand the impact of the channel on content { } Leverage media culture as a lens to view consumers { } Craft media-scalable ideas { } Architect ideas with media
- 44. WHAT WE TALK ABOUT WHAT THE IMPACT IS {5% talent} {5% process} {20% model} {20% model} {75% process} {75% talent}
- 45. THANK YOU STERN EMBA LECTURE | 24 JULY 2010 | @SANEEL
Editor's Notes
- Media was really simple Advertising was effective because it went through a creative renaissance The 80’s began the process to 4 remaining ad agencies: Omnicom, IPG, WPP, and Publicis Groupe That merger resulted in production business models
- Media was really simple
- Media was really simple Advertising was effective because it went through a creative renaissance
- Media was really simple Advertising was effective because it went through a creative renaissance The 80’s began the process to 4 remaining ad agencies: Omnicom, IPG, WPP, and Publicis Groupe
- Media was really simple Advertising was effective because it went through a creative renaissance The 80’s began the process to 4 remaining ad agencies: Omnicom, IPG, WPP, and Publicis Groupe It was a battle for efficiency
- Media was really simple Advertising was effective because it went through a creative renaissance The 80’s began the process to 4 remaining ad agencies: Omnicom, IPG, WPP, and Publicis Groupe That merger resulted in production business models
- Digital agencies started showing up in the go-go ninties. They didn’t look or act like their previous brethren.
- + Spinning off media increased the size of the pie.
- + Spinning off media increased the size of the pie. + Media agencies finally got a seat at the table
- + Spinning off media increased the size of the pie. + Media agencies finally got a seat at the table + Digital agencies were the new hot item to have. we continue our “buy our way in mentality”
- + Spinning off media increased the size of the pie. + Media agencies finally got a seat at the table + Digital agencies were the new hot item to have. we continue our “buy our way in mentality” + Culture shock was almost universally vast. they basically remained separate companies at a time integration was critical.
- + Spinning off media increased the size of the pie. + Media agencies finally got a seat at the table + Digital agencies were the new hot item to have. we continue our “buy our way in mentality” + Culture shock was almost universally vast. they basically remained separate companies at a time integration was critical. + Digital agencies became obsessed w/ technology because they didn’t have room at the ideation / conception table, plus the traditional agencies were executional focus, so as they entered their system, they adopted this. It’s about the execution.
- + Spinning off media increased the size of the pie. + Media agencies finally got a seat at the table + Digital agencies were the new hot item to have. we continue our “buy our way in mentality” + Culture shock was almost universally vast. they basically remained separate companies at a time integration was critical. + Digital agencies became obsessed w/ technology because they didn’t have room at the ideation / conception table, plus the traditional agencies were executional focus, so as they entered their system, they adopted this. It’s about the execution. + Creative Departments didn’t care about media because media departments had responsibilities and then digital agencies owned the environments their executions lived in.
- + Spinning off media increased the size of the pie. + Media agencies finally got a seat at the table + Digital agencies were the new hot item to have. we continue our “buy our way in mentality” + Culture shock was almost universally vast. they basically remained separate companies at a time integration was critical. + Digital agencies became obsessed w/ technology because they didn’t have room at the ideation / conception table, plus the traditional agencies were executional focus, so as they entered their system, they adopted this. It’s about the execution. + Creative Departments didn’t care about media because media departments had responsibilities and then digital agencies owned the environments their executions lived in.
- + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection + change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999. + creative departments sat on sidelines during the most of this period. Completely removed. + consumers also control traditional media + media are interconnected on consumers’ terms regardless of what we intend. CNN / Obama example.
- + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection
- + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection + change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999.
- + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection + change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999. + creative departments sat on sidelines during the most of this period. Completely removed.
- + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection + change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999. + creative departments sat on sidelines during the most of this period. Completely removed. + consumers also control traditional media
- + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection + change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999. + creative departments sat on sidelines during the most of this period. Completely removed. + consumers also control traditional media + media are interconnected on consumers’ terms regardless of what we intend. CNN / Obama example.
- + How much more does brand content stick out in such environments? + In such a personal environment, how can a brand not speak to individuals or be conversational?
- plain and simple good creative
- how hard is this? making dozens upon dozens of these?
- + With so much shouting it’s no wonder people tried to find a filter + It’s amazing that with so much technology & change, the one thing that is still rated #1 for purchase decisions is WOM. + Transparency of bias for internet blogs / news: like old talk radio. pisses off old media.
- suddenly facebook’s business model seems less insane; they’re addressing our biggest challenge as agencies
- + Overseas and open source are making this option quite easy for experimental clients + Invest in a specific technology and it’s tough to justify it when the tech changes (ask Second Life specialists) + There are no universal standards. Production is a beastly process or it’s done at the lowest common denominator.
- + Digital isn’t a new distribution point – it impacts the channel: MUSIC + Non-standard ideation: NBA, ABC, BBC are irrelevant, but what about gaming environments – how can we assume these creatives are qualified to think about ideas? + creatives never finish a project they just abandon it. Now they can’t. + Utility because it’s the only way they will choose to engage.
- Twitter is twittering, not microblogging I gave my cleaning lady a raise today, even though she didn't ask, as my own little contribution to fighting the recession.
- whopper sacrifice: insight is facebook friends aren’t your real friends
- 1-9-90, each offer a different value to brands. We can learn a lot from social media games (Zynga & farmville) Old Spice guy
- Hire Google - act like a small business
- Maybe pitch Chrome Fastball here