The power of Agency-Brand-Start-up

collaboration & what it means for

your campaign results

@ChristinaR13 @MagicOpenr

Marketer & entrepreneur

- CMO & co-founder of Openr, our second marketing-tech company

(1st acquired in 2015)

- Background in marketing for global FMCG brands

- Also teaches Entrepreneurial Marketing for University College London & mentors

young start-ups

christina@openr.co @ChristinaR13

@magicopenr

The power of Agency-Brand-Start-up collaboration

& what it means for your campaign results

What we’ll cover...

• How start-ups have become the go-to for

innovation and why - especially in marketing

• The benefits for both brands and agencies

• How to get the best out of these partnerships

• Examples of partnerships on campaign results

• Quick start guide to getting started

Why is everybody talking

about Start-ups?...

The need for innovation has

never been stronger...

The average tenure of a firm in the

S&P 500 has shrunk from

61 years in 1958

to 18 years in 2015

The new market dominators

are former start-ups

In a recent KPMG survey,

88% of corporate respondents thought that

collaboration with start-ups was essential for their own innovation strategy

Why brands work with start-ups...

In the short-term:

• To speed up company innovation

• To improve performance

• To solve key challenges

• To access new products, services or markets

• To create entirely new products & services

In the longer term:

• Potential acquisitions

What this means for marketers...

• Continuous stream of opportunities to

improve campaign results

• New ways and tools to fuel creativity and

engagement

• Agencies have the opportunity to build a

reputation as the source of innovation to

clients (and future clients)

@magicopenr

The London MadTech you need to know...

Marketing & advertising

start-up tech is easy to try out...

• Accessible (rarely requires system integration)

• Easy to trial in small campaigns

• Low risk

• Unlocks creativity

• Improves campaign / advertising results

Openr was added to Vodafone

content sharing within 2 weeks...

- http://www.bbc.co.uk/news/business-31590947

Changed all content sharing to drive

the action they wanted...

5.1%

CTR

What’s the state of play?

• Start-ups have become cool

so there’s more talk than action

• Cultural differences make

progress slow and frustrating

• Processes, paperwork and

structure can get in the way 10

Unlocking the potential...

The critical role each party plays is key

Agencies

Brands Start-ups

The critical role each party plays is key

Agencies

• Well versed in technology

• Culturally inclined to seek the new & improved

• Masters of coordinating multiple moving parts

• Ideally placed to be the coordinator between

start-up and brand

The critical role each party plays is key

Brands

• Bold briefs

• Openness to new ideas

• Comfort with learning

from initial results and

improving from there

• Ability to influence others

in their organisation to

align with this

The critical role each party plays is key

Start-ups

• Masters of the technology

• Ideas driven and highly

innovative

• Fast moving and hugely

agile, making extensions

and additional tech

attainable at pace

The critical role each party plays is key

Agencies

Brands Start-ups

Collaborative

mindset

A collaborative mindset opens new

opportunities with the same tech

As part of the media

mix product reviews

were distributed via

native display with an

Openr to drive traffic

to find out more

Samsung

Series A Launch

Openr unlocked a whole new content source for native display

The BBC used seenit to gather

public opinion in video form

The BBC posted a

controversial clip to

the Seenit app to

see how the public

would react -

encouraging users

to upload their

thoughts after

seeing the video.

Seenit unlocked a new way to source & reach public opinion

How to do it right... Start-ups

• Be professional

• Get pitch perfect

• Be clear on the benefits for the brand

• Bring it to life with examples

• Deliver great customer service

How to do it right... Brands

• Know what you want to achieve

• Get buy-in from those around you –

permission to try is everything

• Be considerate to start-up needs

• Always give feedback

• Take a lean approach – start small,

learn then scale

How to do it right... Agencies

• Make it someone’s job

• Get the client fit right

• Know what your agency wants to achieve

• Align KPIs with the brand & start-up

• Be creative with the tech you see

• Take a lean approach – start small, learn then scale

• Always give feedback

Get the guide: Start-up tech: The future of marketing innovation

& how to do it right http://magic.openr.co/adweek2016

Highlights include:

• Introduction from former Campaign Editor Dominic Mills

• The debate from the IPA’s expert-panel at Advertising

Week Europe:

• Expert columns from all sides of the table

Want to boost campaign results & lead the

innovation? Here’s a quick start guide:

@MagicOpenr @ChristinaR13

To talk more or get advice & tips:

christina@openr.co

The Start-up Tech Guide is here:

magic.openr.co/adweek2016

Add some magic to your content-marketing...

To book a quick demo & get a

free account to play with visit:

Openr.co/promo/olympus