Master Class A: Skills for 2011 media teams Presenter: Uwe Hook, CEO BatesHook

1. Skills for the 2011 Media Team

2. How to succeed in the next decade

16. “I believe the traditional agency model is really obsolete. We are competing to see who can create the best horseshoes.” Keith Reinhard, Chairman Emeritus, DDB Worldwide

17. “The old-fashioned supertanker model is already dead. Clients want smaller collections of people tied to nimble, innovative, evolving structures that can shape and mould themselves into whatever form is needed to be solve their problems” Karina Wilsher, MD Fallon

18. “Change, Change, or Change: Options for the agency of the future.” Maurice Levy, Chairman and CEO, PublicisGroupe

21. 1. Deliverables

22. Deliverables Disciplinary Xenophobia

23. Deliverables Disciplinary Xenophobia Compensation Model

24. Deliverables Disciplinary Xenophobia Compensation Model Egregious Excess

26. Client Relationship

27. Client Relationship Team Relationship

28. Client Relationship Team Relationship The 4 C’s

29. Client Relationship Team Relationship The 4 C’s Training and tools

30. Client Relationship Team Relationship The 4 C’s Training and tools Global Reach; Local Knowledge

31. “Change, Change, or Change: Options for the agency of the future.” Maurice Levy, Chairman and CEO, PublicisGroupe

32. 1. Large Network/Multinational Size matters Internal shifts Relationship expertise Dedicated teams Bureaucracy Holding companies

33. 2. A team of specialized agencies Multiple touch points for the client Security of true expertise Long-standing teams that understand the client A client-driven expectation of strong teamwork Leaner, quicker, less bureaucratic New-media savvy, media agnostic approach Interagency cultural conflicts Holding companies

34. 3. Adaptable Networks Lean internal team Hot senior creatives Tapping into the pool of unemployed agency types Generation Y-compatible No more walls, just infrastructure Actually, some walls Less bureaucracy, lower costs

35. 4. Crowdsourcing Relationships are more or less forgotten No trust, only results Global Reach? Yes. Local Knowledge? Yes. Generation Y-compatible Innovative, media-agnostic Cheap, fast and nimble

44. “The revolution hates compliance. It doesn’t reward cogs in the system. You don’t get rewarded for compliance. You get rewarded for solving interesting problems. You get rewarded for leading. You get rewarded for taking risks. You are rewarded for connecting people. You are rewarded for ideas worth spreading.” – Seth Godin

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62. @uwehook uwe@bateshook.com