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Reconsidering the Advertising Industry

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There is a disconnect between what brands want and agencies deliver. Download the FREE 40 page report Reconsidering the Advertising Industry and learn how agencies can bridge this gap (go to: http://tinyurl.com/55cs9o)

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Reconsidering the Advertising Industry

  1. A Conversation Starter Reconsidering the Advertising Industry By: Alain Thys and Stefan Kolle © Lisovskaya | Dreamstime.com FUTURELAB Sponsored by Management Centre Europe.
  2. FUTURELAB Prelude: Why This Document Exists © Lisovskaya | Dreamstime.com
  3. FUTURELAB Prelude: All is Not as it Should Be in the Wonderful World of Advertising Net Promoter Score™ by Industry telco advertising automotive -6% -21% © Stockphotonyc | Dreamstime.com -48% The Net Promoter Score ™ is a registered trademark of Bain, Satmetrix and Fred Reichheld
  4. Prelude: Are Marketers Held Hostage by the Advertising Industry? High Hostages Loyalists Likelihood to repurchase Defectors Mercenaries © Alexey Avdeev | Dreamstime.comquot; Low Low Likelihood to recommend High FUTURELAB
  5. Prelude: Do Agencies Overestimate Their Impact on the Client’s Success? © Chris Fourie | Dreamstime.com FUTURELAB
  6. Table of Contents SITUATIONAL ANALYSIS: Agency Challenges 2009 Page 7 12 REMEDIES: Setting Things Right Page 35 10 FORMATS: Agency Models of the Future Page 48 Appendices for Digging Deeper Page 59 FUTURELAB
  7. FUTURELAB Chapter One Situational Analysis: Agency Challenges 2009
  8. FUTURELAB Chapter One Situational Analysis 7 client needs many agencies ignore. 3 areas where agencies are “out of synch” 4 gaps in agency authenticity
  9. Client Need #1: 75% of clients want a truly tailored approach to their business FUTURELAB © Frozenpeas | Dreamstime.com
  10. Agency Response #1: Services that Happen to Fit the Agency Model FUTURELAB
  11. © Breeze393 | Dreamstime.com Client Need #2: Show Me the Return on My Marketing Investments FUTURELAB
  12. Agency Response #2: We Are Very Creative ... And Big ... And have Big Clients © Robert Byron | Dreamstime.com FUTURELAB
  13. Of the 50 largest advertisers in the world ... 91% 85% 74% Consider the media buying Are convinced their media Opined that these deals process to be insufficiently agency had deals outside the caused bias in the choice of transparent client agreement media and recommendations. Client Need #3: Be A Trusted Media Partner FUTURELAB
  14. Continued Underperformance The Occasional Intransparency and “creative math”” Scandal Agency Response #3: Bad Apples Image 1: CC 2.0: Phauly Image 2: (c) Design 56 – Dreamstime.com FUTURELAB Image 3: (c) Aleksander Ruzicka
  15. Client Need #4: Engage Our Audience Image cc: Dogsbylori's - http://tinyurl.com/6658d7 FUTURELAB
  16. Agency Response #4: Saturation Bombing FUTURELAB
  17. What marketing leaders want from their agencies when it comes to digital Client Need #5: Walk Digital FUTURELAB
  18. FUTURELAB Agency Response #5: Talk Digital © Yuri Strakhov | Dreamstime.com
  19. FUTURELAB CAGR by Marketing Mix Element - Manufacturers (2004-2010 Est.) Source: Deloitte, 2007 Client Need #6: Shopper Marketing
  20. FUTURELAB Agency Response #6: Silo-based Thinking © Phillip Minnis | Dreamstime.com
  21. FUTURELAB Client Need #7: Help me into the C-suite
  22. FUTURELAB Agency Response #7: Look How Cool and Fun We Are ... And Creative Too! © Tomislav Birtic | Dreamstime.com
  23. FUTURELAB Chapter One Situational Analysis 7 client needs many agencies ignore. 3 areas where agencies are “out of synch” 4 gaps in agency authenticity
  24. FUTURELAB Agencies have optimised their business for themselves. Not for their customers. Kris Hoet, EMEA Digital Media Communications Manager, Microsoft Disconnect 1: Most Large Agencies are Mass Production Factories… © Leigh Prather | Dreamstime.com
  25. FUTURELAB Agencies need to be chameleons which can become what ever the client requires them to be. Not just what they happen to be good at. … While The World Needs Multi-Disciplinary Boutiques © Iphotoexpert | Dreamstime.com
  26. Digital Creative Production Management Account Mgmt Planning Disconnect 2: Most Agencies are Multi-Local with High Levels of Duplication ... © Michael Brown| Dreamstime.com FUTURELAB
  27. ... While Today’s World is Global and Highly Interconnected © Hewlett Packard, Halo Room FUTURELAB
  28. Disconnect 3: Agencies Compete within “Their Crowd” ... © Julien Tromeur | Dreamstime.com FUTURELAB
  29. © Kevin Renes | Dreamstime.com ... While the Competition is Transforming FUTURELAB
  30. FUTURELAB Chapter One Situational Analysis 7 client needs many agencies ignore. 3 areas where agencies are “out of synch” 4 gaps in agency authenticity
  31. FUTURELAB Authenticity Gap 1: Diffuse Identity © Eric Marechal | Dreamstime.com
  32. Authenticity Gap 2: Oversensitivity to Trends FUTURELAB
  33. FUTURELAB “We knew that it wouldn’t work, but the client wanted it. So we made it happen. After all, under all the gloss, we must accept that we are prostitutes.” Head of Business Development commenting on modifications to a global campaign you know. Authenticity Gap 3: Undue Compliance © Jose Antonio Sánchez Reyes | Dreamstime.com
  34. © Steve Cukrov | Dreamstime.com “I don’t care about making money for my clients. I just want another award before I jump this ship. ” Agency CEO of a A-list mediterranean agency “Listen, we know that spending x million in above won’t fix the issue, but they’re going to spend it anyway. We can just as well try to grab as much as possible.” Pitch team on an international account If a client thinks a brand is great, but you find out his consumers disagree, you’d only tell him if you’d get more business out it. Otherwise, best to leave these things untouched. Major agency creative director instructing a recent recruit over lunch Authenticity Gap 4: Occasionally Questionable Motivations FUTURELAB
  35. 1. Become a solution house ... 2. ... Or Not 3. Talk Money 4. Media Neutrality & Transparency 5. Replace Noise by Engagement 6. Be Digital 7. Think of the Shopper 8. Get a Makeover 9. Synch to Global Reality 10. Establish A Clear & Differentiated Position 11. Align Good Apples, Get Rid of Bad Ones 12. Take a Moment of Self-Reflection Chapter Two 12 Remedies to Set Things Right FUTURELAB
  36. © Jan Prchal | Dreamstime.com “Our recommendation is not to proceed with any above-the-line campaign in the coming year. In stead, it is better to upgrade call-centre training and accellerate the go-to-market processes so they co-incide with the consumer shopping cycle. Obviously we are happy to assist in these areas.” #1 Become a Solutions House ... FUTURELAB
  37. © Infomages | Dreamstime.com #2 ... or not © Lisa F. Young | Dreamstime.com FUTURELAB
  38. #3 Talk Money FUTURELAB © Breeze393 | Dreamstime.com
  39. FUTURELAB © Nob50 | Dreamstime.com #4 Media Neutrality and Transparency
  40. FUTURELAB #5 Replace Noise by Engagement ©i Dan Breckwoldt | Dreamstime.com
  41. #6 Be Digital FUTURELAB © Spaceheater | Dreamstime.com
  42. #7 Think of the Shopper ©i Edyta Pawlowska | Dreamstime.com FUTURELAB
  43. FUTURELAB #8 Get a Makeover © Rebecca Abell | Dreamstime.com
  44. Image: (c) Sebast1an – Dreamstime.com #9 Synch to Global Reality FUTURELAB
  45. #10 Establish A Clear and Differentiated Position FUTURELAB
  46. Customer Proposition Strategy Behaviour of Culture Commitment Leaders Performance Processes & Metrics Structures (c) This framework is property of Management Centre Europe – used with permission #11 Align Good Apples, Get Rid of Bad Ones FUTURELAB
  47. © Pavalache Stelian | Dreamstime.com FUTURELAB #12 Take a Moment of Self-Reflection
  48. FUTURELAB Chapter Three 10 Formats: Agency Models of the Future
  49. FUTURELAB #1 The Factory © Sedam35 | Dreamstime.com
  50. FUTURELAB © Infokus408 | Dreamstime.com #2 The Category Killer A: Media
  51. © Rui Vale de Sousa | Dreamstime.com FUTURELAB #3 The Category Killer B: Curated Creative Marketplaces
  52. FUTURELAB #4 The Category Killer C: Production Machines © Richard Thomas | Dreamstime.com
  53. FUTURELAB #5 The Customer Specialist
  54. #6 The Serial Monogamist FUTURELAB
  55. © Helder Almeida| Dreamstime.com FUTURELAB #7 The Marketing & Communication Boutique
  56. #8 The Craftsman FUTURELAB © Sebastian Czapnik | Dreamstime.com
  57. #9 The Fragmented Giant FUTURELAB
  58. FUTURELAB #10 The Persistent One © Drx| Dreamstime.com
  59. FUTURELAB Appendices for Digging Deeper
  60. • Forrester Research: Help Wanted: 21st Century Agency ($ 279 at www.forrester.com) • Rainmaker Consulting: The Intelligent New Business Survey (free at http://tinyurl.com/59dkff) • Agency Search – What Matters? Winning Strategies for Ad Agencies – presentation , MillWard Brown, April 2007 (free at: http://tinyurl.com/5hhh7e) • Henry Jenkins, Convergence Culture, NYU Press, 2006 • The full version of this report which can be purchased on www.futurelab.net/agencyreport (€499 + VAT) Must-read information for every agency executive. FUTURELAB
  61. If you want more information on this report or would like to discuss the pursuit of any of the strategies discussed in your agency, get in touch with For a conversation on aligning the people in us on info@futurelab.net: your agency to your strategy, get in touch with Management Centre Europe who have International: + 32 2 733 8332 Alain Thys/Stefan Kolle acted as co-sponsor to this report: Athens: +30 210 6101240 Milton Papadakis Bucharest: +40 751 229 217 Ramona Patrascanu Mr. Patrick Faniel Hamburg: +49 40 2780 6223 Anne Marx Customer Specific Solutions Director Kiev: +38 067 502 99 41 Olga Vaganova Tel.: +32/2/543.21.20 Moscow: +7 905 500 5856 Marina Natanova Email: pfaniel@mce-ama.com Shanghai: +86 136 2179 9450 Jan Van den Bergh More Information & Action FUTURELAB