THE MAIN 1

August 22th – 24th, 2012

JWT HYPER ISLAND MC BE IN THE DRIVER SEAT!

THE MAIN 2

‣  TO DISCUSS THE CLIENT-SPECIFIC CHALLENGES WE‘RE FACING REGARDING DIGITAL CHANGE. ‣  TO LEARN FROM EARLY ADOPTERS WITHIN THE AD INDUSTRY.

THIS SESSION‘S OBJECTIVES

THE MAIN 3

‣ WHAT‘S YOUR MOST CRITICAL DIGITAL WEAK SPOT?

THINK ABOUT THIS...

THE MAIN 4

THE RED THREAD IN THIS PRESENTATION.

THOUGHT I RAPID INNOVATION INCREASES COMPLEXITY

THOUGHT II THE ACTUAL NUMBER OF MISTAKES GROW.

THOUGHT III MISTAKES BECOME MORE VISIBLE.

THOUGHT IV YOUR CLIENTS CHANGE YOU.

THOUGHT V YOUR SELF-CONCEPT MUST BE RETHOUGHT.

THE MAIN 5

MISTAKES BECOME MORE VISIBLE

THE MAIN 6

TECHNOLOGICAL DESASTER. SOCIAL MEDIA SHITSTORMS HURT BRAND IMAGE.

THE MAIN 7

‣  ... ODER VIELLEICHT DOCH? ‣  LAUNCHED TO KILL – THE VERY EXPENSIVE INVISIBILITY COUP

‣  IT‘S NOT A PROBLEM TO BE STUPID, WE ALL ARE. LET‘S ADMIT IT!

LACK OF KNOW- HOW DESTROYS VISIBILITY.

THE MAIN 8

VAPIANO

‣  150.000 UNIQUE WEBSITE USERS PER MONTH, STILL NO SOPHISTICATED WEB ANALYTICS.

THE MAIN 9

‣  DIGITALIZATION MEANS MEASURABILITY. OF EVERYTHING. WE CAN‘T HIDE ANYMORE.

THE MAIN 10

AWARENESS ACTIVE CONSIDERATION

PURCHASE CONSUMPTION RELATIONSHIP BUILDING

ADVOCACY

NET-REACH

GRP

OTS

COST PER CLICK

SENTIMENT RATIO

REVIEWS

TOTAL SALES

COST PER ORDER FANS & FOLLOWERS

CLICK-RATES

INTERACTION RATE

IMPRESSIONS

SUBSCRIBERS/LEADS

BUZZRANK

Advertising and sales are more and more directly connected.

KPI‘S ALONG THE CONSUMER PATHWAY.

INVOLVEMENT

THE MAIN 11

‣  OUR CLIENTS ARE GETTING NERVOUS. SOME OF THEM ARE EVEN SCARED. ‣  CLIENT #1 – I HAVE EVERYTHING UNDER CONTROL, I DON‘T MAKE MISTAKES. MY AGENCY DOES.

‣  CLIENT #2 – I KNOW THAT I DON‘T KNOW NOTHING. HELP ME THROUGH THESE TIMES.

SLEEPING BEAUTY WAKING UP.

THE MAIN 12

OUR CLIENT‘S EXPECTATION.

THE MAIN 13

CHANGE STARTS WITH THE CLIENT BRIEF.

THE MAIN 14

IMPROVE BRAND IMAGE

WORD-OF-MOUTH

MEDIA RECOMMEN-

DATION

INCREASE SALES BY 15%

DRIVE TRAFFIC TO WEBSITE

15.000 NEWSLETTER SUBSCRIBERS

DIGITAL PLATFORM

ENCOURAGE POSITIVE PRODUCT REVIEWS

DEVELOP MOBILE APP

DEVELOP ENGAGING CONTENT

ENLARGE FACEBOOK

COMMUNITY

CREATE BRAND

AWARENESS

CONSUMER DECISION JOURNEY

DEVELOP BRAND

PLATFORM

360°

REDUCE COST PER ORDER BY

10%

‣  THE CLIENT BRIEFS BECOME MORE COMPLEX. ‣  NEW KPI`S, NEW SCORECARDS, AND NEW TASKS WILL CHANGE YOUR PRODUCT!

THE MAIN 15

DEVELOP 360° BRAND COMMUNICATION

PLATFORM

‣  We need to constantly learn and hire new competencies.

‣  We need to share budgets.

‣  We earn less than we did before.

THE BRIEFING‘S CONSEQUENCES.

DELIVER COMMUNICATION

STRATEGY BASED ON CONSUMER JOURNEY

ACHIEVE USER INVOLVEMENT WITH

ENGAGING CONTENT

REDUCE COST PER ORDER AND

INCREASE SALES

‣  We have to become better at understanding the on- & offline consumer.

‣  We have more work with planning and consulting.

‣  We have to know what‘s engaging.

‣  We have to become entertainers rather than advertisers.

‣  We‘ll produce and curate content.

‣  We need to think about buying decisions, mechanics and business solutions.

THE MAIN 16

BE IN THE DRIVER SEAT.

THE MAIN 17

# ONE THE SELF-CONCEPT

THE MAIN 18

AKQA IS OFFERING SOCIAL IDEAS. WHAT ARE YOU DOING?

‣  From 2001 – 2003 AKQA has changed from a rather strictly digitial practitioner to an all-round „ideas-led“ agency.

THE MAIN 19

AKQA IS FOCUSING ON SOCIAL IDEAS.

AKQA‘S CORE SIX STRENGTHS MODEL.

THE MAIN 20

WHAT IS YOUR BUSINESS MODEL?

‣  The agency does not sell time or keep timesheets, but instead bills on the value of the output, not the cost of the input.

ANOMALY IP We believe in the power and value of ideas, consequently we develop, incubate, invest in and curate new ideas, products and properties.

THE MAIN 21

RG/A – THE AGENCY FOR THE DIGITAL AGE.

‣  Full Service Digital Agency integrating Planning, Media, Artwork and Technology ‣  Combining platform development, marketing solutions and campaigns ‣  New Services: Consulting, Product Innovation, Branded Entertainment

“Here, we’re trying to look at a more integrated model for how new products and services can work more closely together through technology.”

THE MAIN 22

WHAT IS YOUR SELF-CONCEPT?

WHAT SERVICES WILL YOU OFFER ALONG DIGITAL MEDIA?

DIGITAL STRATEGY

IDEA DEVELOPMENT

CONTENT / RICH MEDIA

INTERACTIVE DESIGN

TECHNOLOGY / CODING

ANALYTICS

MEDIA

NE

W M

ED

IA S

PE

CTR

UM

Bought Media Display Ads SEM Online PR

Owned Media Earned Media Platforms Multscreen Social Media eCommerce Cooperations CRM

?

THE MAIN 23

# TWO ORGANIZATIONAL CULTURE AND STRUCTURE

THE MAIN 24

BBH INNOVATION LABS Marketing Skunkworks – new models around technology, entertainment and brands.

Labs is BBH‘s global innovation unit. We‘re tasked with pioneering new outputs and approaches: exploring emerging platforms and behaviours on behalf of brands, and developing new agency models along the way. Our overall ambition is to find ways in which marketing innovation can be a powerful force for good (more engaging, more sustainable, more exciting). We‘re particularly interestested in:

‣  Innovative new forms of creativity ‣  Novel approaches that are rapid,

iterative & curatorial ‣  The mashup of thinking from radically

different sources & industries ‣  Sustainable marketing at scale ‣  Co-creation and mass collaboration

‣  Social ideas and how they propagate ‣  Marketing as product or service ‣  AI

THE MAIN 25

RG/A ORGANIZATIONAL STRUCTURE.

THE MAIN 26

A CULTURE OF INNOVATION FOSTERS INNOVATION.

WHAT‘S GOING TO HAPPEN TO FULL SERVICE?

Full Service Is it still

possible?

Speciali-zation

Quality Freelance

Pool

Preferred Partner B

Cross Discipline

Expert B

Expert A

Preferred Partner A

Strong Nukleus +

THE MAIN 27

DROGA 5 AND PARTNERSHIP.

THE MAIN 28

# THREE WORKFLOW

THE MAIN 29

A CULTURE OF INNOVATION FOSTERS INNOVATION.

THINK CREATIVE PLATFORMS AND CAMPAIGNS?

THE MAIN 30

DO WE NEED TO ADJUST LINEAR PROCESSES?

Optimized process “Integrated campaign”

Brief

Planning insights Media insights Channel interplay Strategic routes

Rebrief

Strategic routes Nuggets

Creative brief (cross channel)

Media independent core idea

Production

Finetuning of activities

Core idea ready

Client presentation

Final approval

Idea development Off- and online

New process “Creative Platforms”

Brief

Planning insights Strategic routes Consumer pathway Channel planning Communication strategy

Rebrief

Strategic Routes Marketing / Business Solutions

Creative Brief (cross channel)

Development of an Integrated marketing concept

Production Marketing concept ready

Idea development Online / offline Media Mix Activity planning

Client presentation

Finetuning of activities

Final approval

THE MAIN 31

AKQA WORKFLOW

THE MAIN 32

AGILE CREATIVITY.

THE MAIN 33

A CULTURE OF INNOVATION FOSTERS INNOVATION.

AGILE PROJECT MANAGEMENT: SCRUM.

THE MAIN 34

# FOUR HUMAN RESOURCES

THE MAIN 35

WILL HIRING THE BEST BRAINS SOLVE ALL OUR PROBLEMS AT ONCE?

“With the appointments of Jeff Benjamin and Mike Geiger, JWT solidifies its position as the only agency that can deliver creativity and execution at the intersection of Silicon Alley, Madison Avenue

and Hollywood.”

THE MAIN 36

‣  HR PEOPLE WILL HAVE TO ADD SALES SKILLS TO HIRE AND KEEP PEOPLE. ‣  PERMANENT TRAINING (ALSO HR).

‣  BUILD HIGH QUALITY NETWORKS WITH PREFERRED PARTNERS AND FREELANCERS.

‣  MORE SOPHISTICATED AND AD HOC KNOWLEDGE / PEOPLE SOURCING / SOCIAL RECRUITING

IT‘S A WAR FOR TALENT!

THE MAIN 37

LET‘S DO SOME GROUP WORK!

THE MAIN 38

DISCUSS THESE QUESTIONS IN YOUR GROUPS FOR 30 MINUTES.

FOUR IMPORTANT AREAS FOR CHANGE.

The Self-Concept ‣  What‘s your (digital) vision for JWT? ‣  What‘s your product in the future? ‣  What can you do to bring it to life? ‣  What are the cash cows you have to secure?

Organizational Culture & Structure ‣  How you can you establish a culture fostering

innovation? ‣  What structure would help you improve your

worklife?

Workflow ‣  How do you need to improve your way of working

to develop creative digital platform solutions? ‣  Any other innovative ideas to approach your

workflow?

Human Resources ‣  What people / competencies do we need? ‣  What can we do to educate our people? ‣  How can we integrate people, who think outside of

the box?

Document your group discussion on Google Docs! Here‘s the link: http://bit.ly/jwt_change6

THE MAIN 39

THE MAIN GMBH Hannes Ley Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 ley@themain.de

Thanks for listening!