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How advertising needs to change its process in order to change its product. A presentation given at WARC Creativity in Advertising conference 26/3/9 London. For more ramblings see: http://interactivemarketingtrends.blogspot.com/2008/11/black-swan-agency.html
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Few & Long or Many & Quick
How advertising needs to change not only its product but is process
WARC
March 2009
OgilvyOgilvyEntertainment
Ogilvy Labs
Hong Kong
Digital
Saatchi & SaatchiFounder
Agency Republic
Agency.com
Interactivemarketingtrends blog
American Express
DHL
Planner
Suit
British Airways
Innovation
BT
Mobile Marketing
Marketing Consultant
Social Media
www.slideshare.net/gilesrhysjones
Giles Rhys Jones
Slineffective
slow
expensive
poor creative
inefficient
not innovative
old big
360everywhere
network
But The World Is Changing…
• Due to deep changes in technology, demographics, business, the economy and the world, we are entering a new age in which people take part in the economy like never before.
• The growing accessibility of information technologies puts the tools required to collaborate, create value and compete at everybody’s fingertips. Not only consumers but advertising agencies, marketers and their staff.
• While hierarchies are not vanishing, profound changes in the nature of technology, demographics and the global economy are giving rise to powerful new models of production based on community, collaboration and self-organization rather than on hierarchy and control.
• Smart companies are encouraging, rather than fighting, the heaving growth of massive online communities. As a growing number of firms see the benefits of mass collaboration, this new way of organizing will displace the traditional corporate structures as the economy’s primary engine of wealth creation.
Web 2.0
7/3/8
Web 2.0
WRITE
Web 1.0
READ
Evolving Consumer
MECREATE
CONTROL
COLLABORATECHALLENGE
AUDIENCE EXPERIENCE
EVERYWHERE
EXCHANGE
EVANGELISM
Marketing Changing
Marketing 2.0 Needs Agency 2.0
• Linear process
• Siloed departments
• Siloed disciplines
• Cross country issues
• Moving parts increases
A Few Have Tried
But Now Is The Time…
OLDSTATUS
QUO
NEW STATUSQUO
FOREIGNELEMENT
TRANSFORMINGIDEA
INTEGRATION &PRACTICE
CHAOS
TIME
EFFE
CTI
VEN
ESS
McKinsey, Leading Through Uncertainty, December 2008, Bryan &Farrell
“This may be the time to destroy the vertical organizational structures, retrofitted with ad hoc and matrix overlays, that encumber companies large and small.
Such structures can burden professionals with several competing bosses. Internecine battles and unclear decisions are common.
Turf wars between product, sales, and geographic managers kill promising projects. Searches for information aren’t productive, and countless hours are wasted on pointless e-mails, telephone calls, and meetings. “
Agency 2.0
CROWDSOURCE
PARTNER ECOSPHERE/UBER-PRODUCERS
INVESTMENT MKTG
SKILL/WILL
FLUID
Few & Long
#1 Google image result: advertising creatives
Many & Quick
8.5.2007 Sami Viitamäki
“The act of taking a job traditionally performed by a designated agent and outsourcing it to an undefined, generally large group of people in an open call.”
Jeff Howe
Crowdsourced Research
Crowdsourced Product
Crowdsourced Selection
DoritosCrash The Superbowl
DoveAcademy Awards Cream Oil
ChevyTahoe Apprentice
Quirk’s Idea Bounty
Red BullArt of Can
Crowdsourced Campaigns
Crowdsourced ExampleKodak Snow Stories
•
Text “Ogilvy”to 60999
WebsiteVillage Installation
Mobile App
Multinational, Divergent Cultures, Approaches, Attitudes & Disciplines = Interesting Solutions
The First 48 Hours Critical to Gathering Information & Responding to Brief
BRIEF 48 HOURS
TIMEA
BIL
ITY
TO S
ELL
IN A
RA
DIC
AL
IDEA
Asyncronous Brainstorm Allows The Use of Otherwise Redundant Slivers of Time on Your
Agency 2.0
CROWDSOURCE
PARTNER ECOSPHERE/UBER-PRODUCERS
INVESTMENT MKTG
SKILL/WILL
FLUID
A. G. Lafley - CEO, Procter & Gamble
“No company today, no matter how large or how global, can innovate fast enough or big enough by itself. Collaboration - externally with consumers and customers, suppliers and business partners, and internally across business and organization boundaries - is critical. “
Uberproducer/Ecosphere
CentralManagement
Creative & Strategy
In HouseProduction
Uber Producers
3rd PartyProduction Specialists
Ecosphere
Ogilvy’s Ecosphere Management Tool OgilvyDigital Black Book
Ogilvy TeamRate Suppliers
SupplierCase Studies
SearchableTags3rd Party
Suppliers SubmitProfiles
Specialists
Uberproducer/Ecosphere ExampleFanta Stealth Sound System
www.m.fanta.euVideo Ad
Agency 2.0
CROWDSOURCE
PARTNER ECOSPHERE/UBER-PRODUCERS
INVESTMENT MKTG
SKILL/WILL
FLUID
80/20 Investment Marketing
MARKETING OBJECTIVES
80% 20%
PROVEN VEHICLES EXPERIMENTS
MESSAGE
MEDIA
SPENDS
MEDIA, MESSAGE, SPEND MIX
WELL STRUCTURED TEST PROTOCOLS
80/20 Investment Marketing ExamplesOgilvy Lab
Ogilvy Mobile Day
Ogilvy Labs
Ogilvy Black Hole
Agency 2.0
CROWDSOURCE
PARTNER ECOSPHERE/UBER-PRODUCERS
INVESTMENT MKTG
SKILL/WILL
FLUID
“The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn”
Alvin Toffler “Rethinking the Future”
REWARDRETRAIN
ENTHUSEMIGRATE OUT
HIGHLOWH
IGH
LOW
DOING GOOD DIGITAL WORKNOT DOING DIGITAL WORK
DOING AVERAGE DIGITAL WORKNOT DOING DIGITAL WORK
ATTENDING TRAININGACTIVE IN WEB 2.0
NOT ATTENDING TRAININGNOT ACTIVE IN WEB 2.0
SKILLW
ILL
ATTENDINGTRAININGACTIVE IN WEB 2.0
Skill & Will Cull
NOT ATTENDING TRAININGNOT ACTIVE IN WEB 2.0
Marketing 2.0
EXPERIENCE
EVERYWHERE
EXCHANGE
EVANGELISM
EXCHANGE
Consumer 2.0
CREATE
COMMUNITY
CHALLENGE
CONTROL
PARTICIPATE
Web 2.0
WRITE
Agency 2.0
CROWDSOURCE
PARTNER ECOSPHERE/UBER-PRODUCERS
INVESTMENT MKTG
SKILL/WILL
FLUID
THANK YOU
www.slideshare.net/gilesrhysjones
http://interactivemarketingtrends.blogspot.com