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"Disrupt or Die. Are You Working With The Social Agency Of The Future?" by Gemma Craven, Head of Social@Ogilvy New York
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Gemma Craven EVP and Head of Social@Ogilvy New York
April 2013
Disrupt or Die. Are You Working With The Social Agency Of The Future?
What Does An Agency Do Today?
Everything from iconic ads across mediums
To design & build of social / digital experiences
To bringing in extra manpower when needed
Driving networking and relationship growth
Aiming to drive fame and fortune for clients
“We sell or else..”
All with a client’s business in mind
But The World Has Changed…Forever
A huge shift in how we receive information
And how we share it with others
With the world getting much smaller as it grows
Is this woman still influential?
Or is this man more important?
Consumers have a personal message shield
Business has also changed – Mary Meeker disruption of everything from how we
Everything is disrupted – Mary Meeker
Small business & crowd-funded projects are key
The world really is flat
6 Key Traits Of The Social Agency Of The Future
1. As Agile As A Startup
From large scale spend to smaller more agile
From 1 x annual planning to ongoing responsiveness
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From agency knows best to embracing fandom
Social@Ogilvy client
Putting the fan in the marketing driving seat
2. Understand Marketing As A Utility
A move from extensive multi-platform content
To creating utility for each consumer
And understanding mobility as a behavior
3. They Know The World Is Flat
A program that starts here..
Will be seen by audiences here too
Innovation is coming from emerging markets
4. They Have Lots Of Ideas
The Big Idea reigns supreme
Today’s Content Marketing Is…
Yet we have new media consumption habits
VW Smileage And live in a multi-platform world
We have moved from this…
To this
5. They Co-Innovate And Integrate
Hackathon culture should be at their core
Social co-innovation drives thinking
Understand paid, owned and earned media
Embrace data & contextual awareness
6. They Are Always Learning
Robert Cialdini
Duncan Watts
Paul Adams
And the smart people they meet at events..
This Is The Social Agency Of The Future
Thank You!
Gemma Craven @gemsie www.linkedin.com/gemsiecraven
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