Agencies must change!

Professor Jonathan Briggs Hyper Island

Agencies must change!

Professor Jonathan BriggsKingston University, the OTHER media & Hyper Island

Music

Movies

Newspapers

Advertising

Politics

Education

Who will survive?

Who will prosper?

Who fails?

What happens if?

• Google takes 40% of ad spend

• P&G takes brand insights in-house

• J&J run their own social engagement

• AKQA become a strategy company

• Ad Agencies develop products

Charging

The Work

Structure

Tools

Processes

Culture

What needs to change?

Think about the biggest issues in eachCrowdsource the results

Keep the ideas clear and different

http://bit.ly/chilondonhttp://bit.ly/chilondon2 (if 1 is full)

Become a 100% digital agency?

Give away free workUnlimited work for a fixed fee

Free updates for lifePitch lists with 20 agencies

Clients have no ideaMake a better Facebook

We want the “wow factor”Digital is cheap

Working with brands

• Where will the work be done?

• Who “owns” data, strategy, social, insights?

• How should agency/brand teams be constructed?

• How do you get paid for the value you bring to the relationship?

• Competing with brands?

Possible changes• Stop being agencies

• Stop pitching

• Buy more digital

• Improve PR functions

• Offer strategic consulting

• Crowdsource/outsource everything

• Search marketing

• Create products

• Charge for value

• Payment by results

• Take a cut in sales

• Technology licensing

• Software as a service

• Charge for leads

• Invest in start-ups

• “Google” Labs

Twitter, LinkedIn, Facebook, Vimeo, Delicious

or search on Google

jonathanbriggs