This document discusses the transformation of leadership, agencies, and marketing in the digital world. It raises questions about the challenges faced by agencies and customers in developing digital competencies and adapting their organizations. It also questions whether legacy brands can survive, if social media expertise is now essential, and how agencies will work with customers in the future. The document suggests agencies and marketers need to reset their approach and stop using outdated terms, models, and ways of measuring success that are holdovers from the past and don't reflect today's digital realities.

1. The Transformation
Finding new ways for leadership and creative cooperation
Ledelse

2. Please think about the following
What are the challenges for agencies and customers,
competence-wise and as organizations?
Leaders from an analog world - how do they cope in the digital world?
What will agencies look like, how will
agencies and customers cooperate?
Can legacy brands survive, can they adapt?
Is social media expertise the new gold?
What about creativity, or tools?

3. Vi er jo begge konger…

4. Digital Immigrants

5. I want to call myself a
Digital Explorer...

6. … we have a long road ahead

7. The current status…

8. … My epiphany number one

9. … My epiphany number two

10. So what is the transformation?

11. What are the challenges for agencies and customers,
competence-wise and as organizations?
The leaders of analog - how do they cope in the digital world?
What will agencies look like, how will
agencies and customers cooperate?
Can legacy brands survive, can they adapt?
Is social media expertise the new gold?
What about creativity, or tools?

12. “Should we stop using certain terms such as “agency” and
“advertising” – terms that keep us mired in the past.”
1.

13. “Should we stop using the term advertising?”
“It is based on this model of polluting, constant pushing”
“Is it the end of push?”
2.

14. “There is no such thing as digital marketing.”
“There is marketing — most of which happens to be digital”
3.

15. “The current model assumes that paid media
is the only way to build brands…”
“UGC doesn’t cost us a cent… or?”
“Companies can get away with no advertising …
… but NOT marketing”
In Latin, ad vertere means "to turn toward
4.

16. “… global alignment agencies are a dinosaur concept…”
“You should be worried that this model is not going to bend,
it’s going to break if we don’t think about how to innovate.”
5.

17. “We are trying to adapt. We should stop and reset”
“Start from the beginning, if not this
whole ecosystem will implode…”
6.

18. “Why are we still siloing digital by departmentalizing?
We should be creating a digital cultures”
7.

19. “… why are we still talking about
reach and frequency?”
“Where (what) are the qualifying factors?”
8.

20. “… and why are we still talking about
30 sec television ads?”
9.

21. “We fundamentally haven’t changed.”
10.

22. “Video sample butter”
Do you see the disconnect?

23. What are the challenges for agencies and customers,
competence-wise and as organizations?
The leaders of analog - how do they cope in the digital world?
What will agencies look like, how will
agencies and customers cooperate?
Can legacy brands survive, can they adapt?
Is social media expertise the new gold?
What about creativity, or tools?

24. I want to sum up my conclusions with this phrase
"The only man I know who behaves
sensibly is my tailor.
He takes my measurements anew each time he sees me.
The rest go on with their old measurements
and expect me to fit them."

25. Takk fyrir mig