1. AGENCIES MUST ADAPT OR DIE Craig Harries Head of Planning July 2011

2. The process we use to develop advertising has been the same for over 50 years Highly trained researchers and planners unearth consumer attitudes and motivations Planners create a brand strategy that is founded on a unique attribute or brand personality Creatives then bring this to life to engage a passive audience Consumers are used as a sounding board, but are rarely trusted to contribute creatively

3. So why change?

4. Conventional ‘inside out’ approach has limitations

5. 1. Knowledge is edited and selectively passed on – things can get lost

6. 2. Ads are written by people with no connection to the people they’re trying to influence

7. 3. Advertising is broadcast by nature; impersonal and inefficient

8. The uncomfortable truth “By the end of this decade, power and influence will shift largely to those people with the best reputations and trust networks, from people with money and nominal power. Everyone gets a chance to participate in large or small ways, giving a voice to the silent majority” Craig Newmark, founder of Craigslist, April 2010

9. Remember this?

10. And this?

11. What’s the better way?

12. We need to get CLOSER to our consumers and let them be an integral part of the brand

13. If we want them to truly love our brands, we need to let them help create them “People support that which they create” Dr. Nick Georgiades, Birkbeck College

14. CO-CREATION Using workshops and social media as a means of giving consumers a voice

15. Co-creating with the consumer from start to finish Recruit Recruit consumers to participate in communities and engage them over weeks or months, rather than one-off interventions Explore The process of exploring their relationship with the category and brands creates insights and creative ideas Constantly recycle, rework and rebuild ideas Validate Consumer communities then validate and build Create Creative teams have creative springboards to explore

16. The real question is: how will the role of experts change? The age of the lonely guru is over We need experts that are more: Intuitive Responsive Observant Collaborative Open-minded (And know how to harness the power of many) So why do we need agencies?

17. Co-creation is a buzzword, but it’s not a fad

18. Being closer to the consumer means you can speed things up A far shorter planning window Spot and pounce on opportunities as they arise Demands client and agency embrace change Which is challenging... and liberating

19. This requires a totally new approach

20. The Crowd TM Pulsar Your Crowd Econometric Modelling TM Pulsar I%’ers TM Pulsar TM Pulsar - Proprietary tool to monitor social media

21. Switches the focus from the business to the consumer

22. There are many benefits of this approach Increased chances of commercial success Advocacy Clarity Speed

23. We can use Collaborative creativity to: Generate consumer insights Develop an existing brand idea Establish fan bases for brands amongst key groups Develop an effective social media strategy Help develop new products and services Establish the brand idea throughout the business and turn it into an organising idea that defines and drives the actions of the business Applications

24. BIG CREATIVE IDEAS BIG SOCIAL IDEAS This will lead to different kinds of ideas An idea with Social Currency That people want to play with, share and develop, so that it endures long after the media budget runs out

25. Does this mean marketers and agencies are losing control? It’s about giving your consumers a greater say in the solution – not putting your brand in the hands of novices Making consumers feel part of the brand – and really listening to them Ensuring that the values and equity of your brand is brought to life in a way that is highly relevant to consumers

26. Drawing up a new contract between brands and consumers Break with the past Create a new model where consumers take a stake in the brands they love At Farm we are taking this thinking further, and have become a founding member of a collection of organisations, academics and individuals who believe in doing things ‘with’ people rather than ‘at’ people

28. AGENCIES MUST ADAPT OR DIE Craig Harries Head of Planning July 2011