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Disintermediation @SteveS1 #BOLO2011 admajoremblog.blogspot.co m

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I presented this at BOLO 2011, a gathering of heads of agencies with less than 100 employees. A danger to this audience is clients "cutting out the middleman" and dealing directly with media, especially newer media. This presentation defines Disintermediation and offers advice on preventing it.

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Page 1: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Disintermediation

@SteveS1#BOLO2011

Page 2: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Disintermediation

What It IsHow to Prevent It

Page 3: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Disintermediation

“The removal of intermediaries in a supply

chain”

Page 4: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Disintermediation

1. Client replaces you with another agency

2. Client adds another agency to get a new service

3. Client abandons agencies to work directly with media providers

Page 5: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Disintermediation

1. Client replaces you with another agency

2. Client adds another agency to get a new service

3. Client abandons agencies to work directly with media providers

Page 6: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Spider Charts are Just Wrong

Brand

“Digital”

Print

TVOOH“Social

Media”

Sales Promotion

Shopper Marketing

DR

Page 7: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Gigantic Venn Diagram

E-Commerce

TV

In-Store

Web

Shopper Marketing

Event Mktg

Mobile

Newspaper

Magazine

Radio

Social Media

WOM

Page 8: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Disintermediation

1. Client replaces you with another agency

2. Client adds another agency to get a new service

3. Client abandons agencies to work directly with media providers

Page 9: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Page 10: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Page 11: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Page 12: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Page 13: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Preventing Disintermediation

• Disintermediation

• Be On the Look Out

• Find Specialists

• Do, Learn, Do

Page 14: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Preventing Disintermediation

• Disintermediation

• Be On the Look Out

• Find Specialists

• Do, Learn, Do

Page 15: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Preventing Disintermediation

• Disintermediation

• Be On the Look Out

• Find Specialists

• Do, Learn, Do

Page 16: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Preventing Disintermediation

• Disintermediation

• Be On the Look Out

• Find Specialists

• Do, Learn, Do

Page 17: Disintermediation by Steve Schildwachter

admajoremblog.blogspot.com

Disintermediation

@SteveS1


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