Download - What the Agency of 2020 Looks Like
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The Agency of 2020
What marketing will look like in 10 years’ time*
*The crackpot opinion of one agency boss
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Let’s get to know each other
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Digital has changed marketing.
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Because digital is different
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“...we have found that because people spend microseconds before they make decisions on the internet, being plain spoken really works”
@dlawee | David LaweeVP Corporate Development at Google
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Consumers are in control
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Digital is local…
Just over 8 millionSouth Africans online
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11 million South Africans have had an internetexperience on a mobile phone .
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6 586 260 Egyptians
3 799 340 South Africans2 991 200 Nigerians1 037 860 Kenyans
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But above all, digital is NOT a channel. And that changes everything.
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Digital fills every facet of our lives
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What is the impact of all this on the marketing/advertising/communications industry?
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The biggest agencies 40 years ago
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The biggest agencies 20 years ago
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Then the web happened
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The biggest agencies today
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It took a external economic change to achieve this
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And now that digital is taking root in our lives, the change is happening faster
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In developed economies, marketing spend on digital is nearing 40%
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SA is only about 4%, but growing fast
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4 actors in the marketing game
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The Big Dogs
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The Specialists
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The New Kids on the Block: digital agencies
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…and of course the beautiful, adventurous Client with their precioussssssss budget
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Who, at the end of the day just wants one thing
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Prediction: The term “digital agency” won’t exist in 2020
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Agencies that aren’t digital will be dead
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At the moment we’re all frenemies in the quest for the client
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But the Big Dogs and the New Kids are on a collision course
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With scale, resources and deep Client relationships, the Big Dogs definitely have the upper hand
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The New Kids are small and learning as they go, but they are native to this new marketing paradigm.
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Digital is in the way they think
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The Big Dogs will build and mostly buy their digital competencies.
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The New Kids will do the same from the other direction although they will mainly build.
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Who will be the victor?
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Can an immigrant become a native?
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Can David beat Goliath?
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It is not the strongest species that survive nor the most intelligent, but ones most responsive to change.
Darwin
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So what will the agency of 2020 look like?
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They will work on performance
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To get this right, they will be data driven
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They will look at creativity differently
Idea
Aesthetics
Tech
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The agency of 2020 will understand how to create, curate and communicate content
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Because through brand platforms, their clients will increasingly become publishers
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OWNEDOWNEDEARNEDEARNEDPAIDPAID
3 types of media
• Your website• Your Facebook
page• Your Twitter
stream• Your database• Your physical
store• Your events• Your brochures
• Your website• Your Facebook
page• Your Twitter
stream• Your database• Your physical
store• Your events• Your brochures
• Word of mouth• PR• Online mentions• Fan content on
your Facebook page
• Brand mentions on twitter
• Word of mouth• PR• Online mentions• Fan content on
your Facebook page
• Brand mentions on twitter
Adverts in:• TV • Print• Radio• Online• Outdoor
Sponsorships
Adverts in:• TV • Print• Radio• Online• Outdoor
Sponsorships
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EARNEDEARNED
Reach vs. Control
OWNEDOWNED
PAID FORPAID FOR
CONTROL
REACH
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EARNED
EARNED
EARNED
EARNED
Impact over time
TIME
IMPACT
OWNEDOWNED
PAID FOR
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With technology as the enabler to this type of creativity, the agency of 2020 will have a Client facing Chief Technology Officer
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The successful agencies of 2020 will be big and genuinely 360
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Just like today and just like in 1971
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They will do a lot more production in house
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But they will spread their workload globally both within and outside their groups
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They will tap into the crowd where necessary
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They will be organised by client not by discipline
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Client Group(Family)
Client Services
Client Need / Requirements
Brief – 12 hoursBrand Custodians
THINKName/Surname
CREATEName/Surname
ENGAGEName/Surname
OPTIMISEName/Surname
Creative Brief
THINKName/Surname
CREATEName/Surname
ENGAGEName/Surname
OPTIMISEName/Surname
Project Management Project Management Project Managem ent
Account Management Account Management Account Management
Brand Teams
Name/Surname
Name/Surname
Name/Surname
Name/Surname
Idea
tion
Pro
duct
ion
Project Management
KICK OFF KICK OFF KICK OFF
Deployment
Sign Off
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They will have their own “products”
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And most importantly…
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They will still valuethe BIG IDEA above all else
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Thank youwww.quirk.biz/heavychef