1. What’s right and
wrong with working
with agencies
Chris Thorpe
twitter:jaggeree
Mat Clayton*
twitter:matclayton
What's right and wrong with working with agencies

2. <rant>
What's right and wrong with working with agencies

3. not eyeballs
What's right and wrong with working with agencies

4. analytics
What's right and wrong with working with agencies

5. lost in translation
What's right and wrong with working with agencies

6. overpromising
What's right and wrong with working with agencies

7. meme hijacking
What's right and wrong with working with agencies

8. prevented from going “viral”
What's right and wrong with working with agencies

9. viral is a myth
What's right and wrong with working with agencies

10. “If you behave
like a disease,
people develop
an immune system”
>Kevin Marks, Google
What's right and wrong with working with agencies

11. Agency massmedius
What's right and wrong with working with agencies

12. 1977 : 28 million viewers
What's right and wrong with working with agencies

13. What's happened in the 20th century was
the anomaly, I think. We're actually seeing
a reversion to a very common and deep
human pattern of doing things because
we care for each other...
>Clay Shirky
What's right and wrong with working with agencies

14. <pause>
What's right and wrong with working with agencies

15. </pause>
What's right and wrong with working with agencies

16. disintermediation
In economics, disintermediation is the removal of intermediaries in a supply
chain: quot;cutting out the middlemanquot;. Instead of going through traditional
distribution channels, which had some type of intermediate (such as a
distributor, wholesaler, broker, or agent), companies may now deal with
every customer directly, for example via the Internet. One important factor is
a drop in the cost of servicing customers directly.
Disintermediation initiated by consumers is often the result of high market
transparency, in that buyers are aware of supply prices direct from the
manufacturer. Buyers bypass the middlemen (wholesalers and retailers) in
order to buy directly from the manufacturer and thereby pay less.
What's right and wrong with working with agencies

17. disintermediation
What's right and wrong with working with agencies

18. disintermediation
What's right and wrong with working with agencies

19. intermediaries
in recessions
What's right and wrong with working with agencies

20. </rant>
What's right and wrong with working with agencies

21. <solutions>
What's right and wrong with working with agencies

22. What do they do for clients?
> Reduce burden of managing lots of relationships
> Understand long term strategy
> Safe pair of hands
> Media buying power
What's right and wrong with working with agencies

23. What do they do for us?
> Reduce risk?
> New clients
> Business development
> Ability to weave cross media campaigns
> Foot in the door
> Reputation
What's right and wrong with working with agencies

24. What must we do? Agencies
> No more free pitches to agencies
> Being more involved in the pitch where possible
> Overpromising does not mean repeat business
What's right and wrong with working with agencies

25. What must we do? Clients
> Plain English not geekspeak
> Educate clients as part of all we do
> Make events more client friendly
> More client handling skills
What's right and wrong with working with agencies

26. </solutions>
What's right and wrong with working with agencies

27. Questions?
Mat Clayton Chris Thorpe
mat@wakari.com chris.thorpe@jaggeree.com
twitter: matclayton twitter: jaggeree
What's right and wrong with working with agencies