Jonathan Briggs

1. Agencies must change!
Professor Jonathan Briggs
Hyper Island

2. Agencies must change! Music
Movies
Newspapers
Professor Jonathan Briggs
Advertising
Kingston University, the OTHER media & Hyper Island
Politics
Education

4. Who will survive?
Who will prosper?
Who fails?

5. What happens if?
• Google takes 40% of ad spend
• P&G takes brand insights in-house
• J&J run their own social engagement
• AKQA become a strategy company
• Ad Agencies develop products

6. Charging
What needs to change?
The Work Think about the biggest issues in
each
Crowdsource the results
Structure
Keep the ideas clear and
different
Tools
http://bit.ly/chilondon
http://bit.ly/chilondon2 (if 1 is
Processes full)
Culture

7. Become a 100% digital
agency?

8. Give away free work
Unlimited work for a fixed fee
Free updates for life
Pitch lists with 20 agencies
Clients have no idea
Make a better Facebook
We want the “wow factor”
Digital is cheap

9. Working with brands
• Where will the work be done?
• Who “owns” data, strategy, social, insights?
• How should agency/brand teams be
constructed?
• How do you get paid for the value you
bring to the relationship?
• Competing with brands?

10. Possible changes
• Stop being agencies
• Stop pitching • Charge for value
• Buy more digital • Payment by results
• Improve PR functions • Take a cut in sales
• Offer strategic • Technology licensing
consulting • Software as a service
• Crowdsource/ • Charge for leads
outsource everything
• Invest in start-ups
• Search marketing
• “Google” Labs
• Create products

11. Twitter, LinkedIn, Facebook,
Vimeo, Delicious
or search on Google
jonathanbriggs