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Coordinating agencies aligning campaigns
About Huge.
Founded in 1999.
Leading full-service digital agency within Interpublic.
800 employees across all interactive disciplines.




                                                          London.

   Portland.             Brooklyn.
  San Francisco.       Washington DC.
  LosAngeles.      Atlanta.




                                  Brasilia.
                                        Rio de Janeiro.             2.
Our approach.
Great user experiences are what drive
business performance and marketing.
AdAge A-List for 2012
Top ten agencies as ranked by AdAge, across all marketing disciplines.


  Social media agency of the year
               2011 and 2012 by OMMA / MediaPost.


           Most innovative agency
     for 2012 by Digiday and One of Five for 2011 by Mashable.
Capabilities
Agenda:
 1. Environmental changes.
2. Larger strategic concerns.
   3. Coordination tactics.
Environmental
change.
“Search, Social &
 Content Has Merged
into a Single Process”
               -Kevin Gibson
Every person, brand, group, and
campaign must have a digital version of
  itself in addition to thier real world
              component.
Comet SoLoMo: Social / Local / Mobile




Be these guys.
Strategic concerns.
Feuding agencies.
Strategy, UX, Content
                    Strategy, Visual Design


“Full service
 agencies”
                                              Strategy / Design agencies


                           Development




                            Promotion
                                                  “Integrated
                                                   marketing
Search agencies
                                                  campaigns”

Mobile            Social        Paid media      APIs            Local
Where does „promotional‟ budget live?

•   “They understand media &
    how to promote”
                                   Strategy / Design Agencies
•   They have access to
    marketing budget




                               $
                                   •   “They understand the big
                                       picture / strategy”
                                   •   Have access to the capital
    Search agencies                    budget
Marketing is becoming more strategic
             and holistic.
Agencies, responsibilities, budgets and
    allocations need to change.
              But how?
Agency coordination.
Traditional media                Digital media
Branding metrics                     ROI



                      Agency
                    management



     On-site                     Social media
                                  Engagement
   Web analytics                    metrics
Holistic agency management.
Create an agency plan that addresses:

• Mobile / local search / landing pages
• Local 3rd-party sites (G+ local, Yelp, etc.)
• Contextual and targeted media (long tail biddable)
• Content marketing (video, images)
• Social media (promoted posts)
• App discovery (API / open data / semantic markup)
• News and Syndication discovery (Press
  releases, syndication)
• KPIs that cross digital, traditional, and agency lines
Build-in all these new search and
 discovery tactics at the start of
   campaign or site strategy.
Smart brands make them a
strategic component of the site or
         campaign build.
Don’t bolt it on.
hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11201
+1 718 625 4843

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Coordinating agencies aligning campaigns

  • 2. About Huge. Founded in 1999. Leading full-service digital agency within Interpublic. 800 employees across all interactive disciplines. London. Portland. Brooklyn. San Francisco. Washington DC. LosAngeles. Atlanta. Brasilia. Rio de Janeiro. 2.
  • 3. Our approach. Great user experiences are what drive business performance and marketing.
  • 4. AdAge A-List for 2012 Top ten agencies as ranked by AdAge, across all marketing disciplines. Social media agency of the year 2011 and 2012 by OMMA / MediaPost. Most innovative agency for 2012 by Digiday and One of Five for 2011 by Mashable.
  • 6. Agenda: 1. Environmental changes. 2. Larger strategic concerns. 3. Coordination tactics.
  • 8. “Search, Social & Content Has Merged into a Single Process” -Kevin Gibson
  • 9. Every person, brand, group, and campaign must have a digital version of itself in addition to thier real world component.
  • 10. Comet SoLoMo: Social / Local / Mobile Be these guys.
  • 13. Strategy, UX, Content Strategy, Visual Design “Full service agencies” Strategy / Design agencies Development Promotion “Integrated marketing Search agencies campaigns” Mobile Social Paid media APIs Local
  • 14. Where does „promotional‟ budget live? • “They understand media & how to promote” Strategy / Design Agencies • They have access to marketing budget $ • “They understand the big picture / strategy” • Have access to the capital Search agencies budget
  • 15. Marketing is becoming more strategic and holistic. Agencies, responsibilities, budgets and allocations need to change. But how?
  • 17. Traditional media Digital media Branding metrics ROI Agency management On-site Social media Engagement Web analytics metrics
  • 18. Holistic agency management. Create an agency plan that addresses: • Mobile / local search / landing pages • Local 3rd-party sites (G+ local, Yelp, etc.) • Contextual and targeted media (long tail biddable) • Content marketing (video, images) • Social media (promoted posts) • App discovery (API / open data / semantic markup) • News and Syndication discovery (Press releases, syndication) • KPIs that cross digital, traditional, and agency lines
  • 19. Build-in all these new search and discovery tactics at the start of campaign or site strategy.
  • 20. Smart brands make them a strategic component of the site or campaign build.
  • 22. hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843

Hinweis der Redaktion

  1. Agencies are seeking to move up and down the value chain.
  2. It’s easy to assign promotion to after-the-fact agencies or teams as the have the marketing budget and are not tied to capital budget limitations.
  3. As platforms expand, new digital tactics arise to keep any one solution from being comprehensive. Your web analytics dashboard will not include social activity, your SEO platform may not include paid media activity. The digital marketer needs to sit in the middle and do the analysis to connect these activities together. You really cannot manage holistically unless you have all the various tools and platforms in place. No tool can replace the insights and connections that you the marketer can make.