Historically, agencies took advantage of the inefficient ways people communicated through a few analog methods.

4

These methods created economic value for agencies by creating a marketplace of scarcity.

In scarce marketplaces, closed systems work well.

But, things have changed

The truth is, our industry became irrelevant yesterday.

In an open world, closed systems aren’t sustainable.

Email from an SVP of Marketing to the CEO of their global ad agency of record.

Clearly, advertisers are looking for something different.

We need some guiding principles to create open agencies.

1. Flatten the organizational structure

2. Be radically transparent

The Agency

The Culture

TheBrand

TheCustomer

Innovation

3. Move from managing by command and control, to inspire and support

4. Be ruthlessly agile

Waterfall Process Agile Methodology

5. Allow ideas to come from everywhere

6. Do less with less

7. Create the right culture

8. Have a purpose

9. Focus on transformation, not innovation

10. Change the compensation model

Thank You