AN EMERGING AGENCY OS
@martinbailie
outputs
outcomes
sales
making great things
minimise risk
new!
Source: 2008 Global Marketing Organization benchmark study
(with their money)
11%
100%
tasked with innovation?
Source: 2008 Global Marketing Organization benchmark study
growth
gongs
Source: Reardon Smith Whittaker (US)
growth
gongs
“inadequate to the task”
Source: Reardon Smith Whittaker (US)
growth
gongs£100k
“inadequate to the task”
Source: Reardon Smith Whittaker (US)
CLIENTS WANT INNOVATIONS IN HOW WE OPERATE
make open-sourcing ideas
financially viable
whatʼs your added value vs media
owners? outcome-based compensation
Mark HunterCoors & ISBA
our work us
our work us
WEʼRE ADDICTED TO SHORT-TERM CASH
100%
Client revenue
WEʼRE ADDICTED TO CLIENTS
ITʼS AN UNHEALTHY DEPENDENCY
Sources: Forrester / Dan Pink ʻDriveʼ
v
Sales, nowPersonal fulfilment
please
Sources: Forrester / Dan Pink ʻDriveʼ
v
Sales, nowPersonal fulfilment
please
Sources: Forrester / Dan Pink ʻDriveʼ
v
the role of agency management
Sales, now
Sources: Forrester / Dan Pink ʻDriveʼ
how do we keep everyone happy?
v
Personal fulfilment please
WEʼVE TWO MASTERSbut we only take money from one
WEʼVE TWO MASTERSbut we only take money from one
opportunity!
FROM CLIENT MONOGAMY
100%
Client revenue
TO SLEEPING AROUND
50%50%
Customer revenue
Client revenue
Sources: Forrester / Dan Pink ʻDriveʼ
True understanding
of business
Fulfilled inventive
types
Sources: Forrester / Dan Pink ʻDriveʼ
True understanding
of business
Fulfilled inventive
types
MasteryAutonomyPurpose
YEAH YEAH YEAHBUT HOW?
ideas clients donʼt want
but that customers need
ideas clients donʼt want
but that customers need
YEAH YEAH YEAHBUT WEʼRE SET UP TO DELIVER CLIENT THINGS…
YʼKNOW LIKE CAMPAIGNS
MAYBE
MAYBEOUR OUTPUTS ARE CHANGING
software, brands, products, services...
MAYBEOUR OUTPUTS ARE CHANGING
software, brands, products, services...
AND OUR TIME-PLANS ARE LENGTHENING
SO WEʼRE BEGINNING TO ACT MORE LIKE CLIENTS...
SO WEʼRE BEGINNING TO ACT MORE LIKE CLIENTS...SHOC
KER!
WE NEED AFLEXIBLE APPROACH
to help us serve both masters
A BUSINESS OS A PLATFORM THAT DRIVES
REAL-TIME SALESAND SUPPORTS AN
ECOSYSTEM OF INNOVATION
OPEN DATA PLATFORM
OPEN DATA PLATFORM
VALUE ADDED LAYER
OPEN DATA PLATFORM
VALUE ADDED LAYER
MULTI-PLATFORM DELIVERY
OPEN DATA PLATFORM
VALUE ADDED LAYER
MULTI-PLATFORM DELIVERY
OPEN DATA PLATFORM
VALUE ADDED LAYER
MULTI-PLATFORM DELIVERY
OPEN DATA PLATFORM
VALUE ADDED LAYER
MULTI-PLATFORM DELIVERY
OPEN DATA PLATFORM
VALUE ADDED LAYER
MULTI-PLATFORM DELIVERY
OPEN DATA PLATFORM
a marketing OS
real-time optimisation & insight behaviour & opinion
content managementtrading
effectiveness modelling
OPEN DATA PLATFORM
VALUE ADDED LAYER
agencies orchestrate outcomes
pain-free integrationproprietary research
benchmarksmarketing generalistsdeliver effectiveness
VALUE ADDED LAYER
MULTI-PLATFORM DELIVERY
specialists deliver outputs
big ideascommunity management
media tradingsoftware
behavioural optimisationtv production
innovation planning...
MULTI-PLATFORM DELIVERY
OPEN DATA PLATFORM
VALUE ADDED LAYER
MULTI-PLATFORM DELIVERY
OPEN DATA PLATFORM
VALUE ADDED LAYER
MULTI-PLATFORM DELIVERY
clientʼs customers
OPEN DATA PLATFORM
VALUE ADDED LAYER
MULTI-PLATFORM DELIVERY
clientʼs customers our customers
PREDICTIONS
PREDICTIONS
the brands closest to customers will grow
PREDICTIONS
the brands closest to customers will grow
so, agencies working with customers will...
PREDICTIONS
the brands closest to customers will grow
so, agencies working with customers will...
lead others because theyʼre closest to the data
PREDICTIONS
the brands closest to customers will grow
so, agencies working with customers will...
lead others because theyʼre closest to the datacreate new revenue
PREDICTIONS
the brands closest to customers will grow
so, agencies working with customers will...
lead others because theyʼre closest to the datacreate new revenuedefine new models
PREDICTIONS
the brands closest to customers will grow
so, agencies working with customers will...
lead others because theyʼre closest to the datacreate new revenuedefine new modelssucceed as clients see them as more credible
"There are two ways for a company to get better.
Look at what you're good at, or start with the customer and work backwards, even if it requires new skills.”
Good luck!
@martinbailie
