AGENCY LANDSCAPE
THE STORY TELLERS
THE TECHNOLOGISTS
THE MONEY MEN
BRAND AGENCIES
MEDIA AGENCIES
DIGITAL SHOPS
AGENCY LANDSCAPE
THE STORY TELLERS
THE TECHNOLOGISTS
THE MONEY MEN
ALL RUSHING TO THE SAME CENTER
BRAND AGENCIES
MEDIA AGENCIES
DIGITAL SHOPS
AGENCY LANDSCAPE
THE STORY TELLERS
THE TECHNOLOGISTS
THE MONEY MEN
CUSTOMER EXPERIENCE
BRAND AGENCIES
MEDIA AGENCIES
DIGITAL SHOPS
CUSTOMER EXPERIENCE
CONSUMERS DECIDE WHEN WHERE WHOM AND ON WHICH DEVICE THEY ENGAGE AND PURCHASEWEB EMAIL APPS SOCIAL MOBILE IN-STORE
OUT-OF-HOME CATALOGUE SMART PHONE TEXT
APPROPRIATE VS CONSISTENT
OMNICHANNEL
RUSHING TO CENTER
A MUCH WATCHED EXPERIMENT
The changes in Atlanta echo a broader industry transformation, as agencies that built their businesses around high-profile, high-cost TV campaigns adjust to marketers' changing needs.
—AdAge
CMOs need 10 mini-campaigns a year versus one a quarter.
— Drew Panaylotou, CEO, BBDO Atlanta
AGENCY GROWTH INSIGHT
OMNICHANNEL CUSTOMER JOURNEY
MIRRORS THE EXPERIENCE MARKETERS
TRAVEL ALONG THEIR PURCHASE PATH TO
BUYING MARKETING COMMUNICATIONS
SERVICES
THAT SIMPLE YET THAT COMPLEX
AGENCIES ARE BRANDS TOO
AGENCY BRANDS NEED TO STAND FOR SOMETHING
SELL WHAT MARKETERS NEED V WHAT AGENCY NEEDS
TO SELL
MARKETERS NEED PARTNERS NOT PITCHES
CO-AUTHOR SUCCESS
TELL STORIES WITH CONVICTION
MAKE YOUR AGENCY STAND APART
THERE ARE NO ‘HOT SHOPS’
THE MARKET IS FLOODED WITH NEW, QUALIFIED PLAYERS AND BIG AGENCIES LACK A CENTRAL PHILOSOPHY AND DISTINCTIVENESS TO CUT THROUGH. SO IT’S EASIER FOR A CLIENT TO CHOOSE A ‘QUALIFIED’ UPSTART THAT COSTSLESS VS A PREMIUM - WHICH IS WHAT A BRAND CAN JUSTIFY.
STUART ELLIOTT, THE NEW YORK TIMES
AGENCY BRAND GAP
AGENCIES SPEND MOST OF THEIR
FIREPOWER MAKING
OTHERS RICH AND FAMOUS
LITTLE TIME RESOURCE ENERGY TO BUILD
AGENCY BRAND & BUSINESS
PR NOT DESIGNED TO DRIVE REVENUE GROWTH
NEW BUSINESS FOCUSED ON SHORT TERMINTEGRATION DRIVES FASTER
GROWTH
WHAT DOES INTEGRATION MEAN?
STRATEGIC APPLICATION OF PR TO
DRIVE REVENUE
OWNED EARNED PAID MEDIASOCIAL STRATEGY + CONTENT DEVELOPMENT + MEDIA OUTREACH
NEXT GEN BUSINESS DEVELOPMENTTIMELY OUTREACH + BEACONS + ARTIFACTS
DIVERSE AUDIENCES DRIVE REPUTATION + GROWTH
MANAGEMENT
STAFF
CLIENTS
SEARCH CONSULTANTS
BUSINESS + TRADE PRESS
SOCIAL MEDIA
WORD OF MOUTH
INFLUENCERSMARKETING + MEDIA MESSAGES SHOULD ENHANCE EACH OTHER TO MAKE SURE THE AGENCY BRAND IS THE ONE THAT GETS REMEMBERS
ASYMMETRICWARFARE
ASYMMETRIC WARFARE
PROSPECTS DON’T WANT TO BE TRACKED, TARGETED OR HUNTED, ALL RATHER SINISTER METAPHORS
DRAMATIC SHIFT FROM COLD CALLING TO CREATING BEACONS TO HELP CLIENTS FIND YOU
JOURNALISTS DON’T NEED OR READ PRESS RELEASES
URGENTLY NEED STORY IDEAS + “PEEK UNDER THE HOOD”
SOCIAL MEDIA STRATEGY KEY: TWITTER FOR CMOS + JOURNALISTS
THE END GAME
CONVERT REPUTATION TO REVENUE
SHAPE AND SHARE THE AGENCY STORY TO HIT PROSPECTS AND MEDIA IN THE GUT
ASYMMETRIC WARFARE
CREATING BEACONS: SARKISSIAN MASON
CREATING BEACONS: SARKISSIAN MASON
CREATING BEACONS: SARKISSIAN MASON
CREATING BEACONS: SARKISSIAN MASON
CO-AUTHOR SUCCESS: LLS
Even George Parker at AdScam had something nice to say!
CO-AUTHOR SUCCESS: LLS
CLIENTGLOWING FEEDBACK FROM TOP LEADERSHIP AND BOARD MEMBERSSVP MARKETING -> CMO BROAD EXPOSURE AMONGINDUSTRY PEERS FOR FUTURE CAREER AMBITIONSCANCELLED SEARCHFOR ADDITIONAL AOR DIGITAL AGENCY
AGENCYAPPOINTED AGENCY NATIONAL AND DIGITAL AOR STATUSINCREMENTAL REVENUE FROM FIRST EVER E-CRM PROGRAMUSING ASSOCIATIONS NOW ARTIFACT TO PROSPECT AMONG BROADER ASSOCATION MEMBERS
CO-AUTHOR SUCCESS
STAND FOR SOMETHING: COLOSSAL MEDIA
THE WORLD’S BIGGEST SHAVE
STAND FOR SOMETHING: COLOSSAL MEDIA
WHAT GAME ARE WE PLAYING HERE?
SURVIVE OR THRIVE?STUMBLE OR BOUNCE?
