aaaa: the future of advertising agencies
DESCRIPTION
Mark's Kvamme's keynote at the AAAA Conference on May 28, 2008TRANSCRIPT
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LET’S TALKWHAT WOULD WE DO IF WE WERE STARTING A NEW AGENCY TODAY?
AAAA DIGITAL CONFERENCE
MAY 28, 2008
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WHY ARE WE TALKING ABOUT THIS?
“THE AGENCY OF THE FUTURE DOES NOT EXIST”
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1979
ConsumerTechnology
1989
ConsumerMarketing
1999
Consumer Investing
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HOW DID WE GET HERE?
1989
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DESKTOP PUBLISHING
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INTERNET
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PORTAL
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SEARCH
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DVR
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BLOGS
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VIDEO
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SOCIAL GRAPH
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MOBILE
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WHERE ARE WE NOW?
VIDEO
BLOGS
MOBILE
SOCIAL RADIO
TV
NEWSPAPER
MAGAZINE
BILLBOARD KIOSK DIRECT
The Attention (Deficit) Generation
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WHERE DO WE GO FROM HERE?
BRAND CONSUMEROwn the Conversation
(not just the creative)
HELLO!HELLO!
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IT’S HOW WE GET FROM HERE TO THERE
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(Reach x Frequency)Engagement
= Media Buy√
RECALCULATE THE MATH
Reach x Frequency = Media Buy
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A FEW IDEAS TO CONSIDER
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ENGAGE THE AUDIENCE
Invite . . . Ask . . . Entertain . . . Co-Create
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INVENT NEW AD UNITS: INTEXT
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BRAND/CONTENT EMERSION
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CREATE COMPELLING PROGRAMMING
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INVENT NEW AD UNITS: MEVERTORIAL
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INVENT NEW AD UNITS: PLAYBRANDS
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INVENT NEW AD UNITS: VCAM
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GET IN FRONT OF SEARCH
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BRAND CREATIVE MUST MATTER AGAIN
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INVENT NEW AD UNITS: PRODUCT AS HERO
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JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL %
Revenue
Operating Profit
Expenses
R&D
Manufacturing
Saleries
G&A
Operating Income
Taxes
Net Income
PERFORMANCE BASED COMPENSATION
Sales & Marketing
Cost of Sales
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WHICH AGENCY DO BRANDS NEED?
Own theCreative
Own theConversation
Production Oriented Portfolio is the AssetWork-for-Hire Target an AudienceInsertion OrdersRxF=Media BuyStandard Ad UnitsS&M ExpenseFee Comp. Partner
Strategic Oriented I.P. is the Asset.Subscriber Mgmt.Engage the AudienceProgramming & Apps(RxF)/E=Media BuyInvent Ad UnitsCost of Sales%Revenue Comp.Team Member
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THANK YOU!