There has never been a period quite like this. The simultaneous impact of technology and the global economic downturn have completely disrupted the agency industry. Bob Greenberg and Barry Wacksman discuss specifically what has changed and the implications to agency business models and service offerings. You will not want to miss this keynote address that completely changes the way you look at your agency – and the future viability of your agency.

1. THE WAY FORWARD >
Bob Greenberg Chairman/CEO/Chief Creative Officer
Barry Wacksman EVP, Chief Growth Officer

2. 2009: PERFECT STORM

3. TECHNOLOGY
+
RECESSION

4. ALL INDUSTRIES
CHALLENGED

5. MUSIC

6. PUBLISHING

7. ENTERTAINMENT

8. ADVERTISING

9. LAST 9 MONTHS
vs.
LAST 9 YEARS

10. CLIENTS:
CUTTING BUDGETS
SQUEEZING AGENCIES

11. AGENCIES:
COMMODITIZATION
REINVENTION

12. COMPLEXITY

13. YESTERDAY
NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE
WAKE UP GO TO SLEEP

14. SMS
FORUMS
MICRO-BLOGGING
VIDEOGAMES EMAILS
PODCASTS WAP BROWSING
YESTERDAY
TODAY
SATELLITE RADIO WEB APPLICATIONS DVR
RSS FEEDS PEER-TO-PEER NETWORKS MOBILE APPS
MMORPGs VLOGS CLOUD SERVICES E-READERS WIKIS
MOBILE ALERTS SOCIAL NETWORKING SITES WEB VIDEOS BLOGS
NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE
WAKE UP GO TO SLEEP

15. The advertising industry “is not going to be
is
the same. It's not going to be in 30-second
TV ads; it's not going to be in newspaper or
magazine ads; it's going to be in Russia,
India, China,
India China Vietnam ... and digital "
digital."
Martin Sorrell
Chief Executive, WPP Group PLC
Wall Street Journal, 8/27/09

16. WHAT DO WE DO?
HOW DO WE DO IT?

17. COMMODITIZATION

18. INNOVATION

19. THE CAMPAIGN

20. CAMPAIGNS COME AND GO

21. THE CAMPAIGN CYCLE
CAMPAIGN CAMPAIGN CAMPAIGN CAMPAIGN
AUDIENCE
TIME

22. PLATFORMS: BUILT TO LAST

23. WHAT IS A PLATFORM?
ROOTED IN UTILITY
INTEGRATES INTO DAILY LIFE
BECOMES “OWNED” MEDIA
TRIGGERS “EARNED” MEDIA

24. NIKE RUNNING: A HISTORY
MARKET
SHARE
1971 70’s 80’s 90’s 2000-2006
Nike Early Dominance New Market Share
Founded Growth & Diversification Competition Erosion

27. IMPACT
200,000,000+ MILES
160+ COUNTRIES
3 VISITS PER WEEK AVERAGE

28. We’re not in the business of keeping
the media companies alive. We’re in the
business of connecting with consumers.
People are coming into Nike+ on
average three times a week. So we’re
not having to go to them.
Trevor Edwards
VP Global Brand, Nike Inc.
The New York Times, 10/14/07

29. Nike captured 56 7% of the $3 6 billion
56.7% $3.6
U.S. running-shoe market through the
seven months ending in August 2007
2007,
compared with 47.4% in 2006.
No question, Nike Plus is one of the
primary drivers of the company's
company s
running growth this year. Competitors
New Balance, Asics and Adidas have
lost market share in running shoes.
TIME Magazine, 10/4/07

30. PLATFORMS + CAMPAIGNS
AUDIENCE
TIME

31. PLATFORMS + CAMPAIGNS
AUDIENCE
TIME

40. HOW DO WE DO IT?

41. TECHNOLOGY CONSUMERS AGENCIES

42. ANALOG AGENCY MODEL
ACCOUNT
MANAGEMENT
ON
YWRITING
G
ART DIRECTIO
DIA
COPY
MED

43. ANALOG AGENCY MODEL
ACCOUNT
MANAGEMENT
ON
COPYWRITING
G
ART DIRECTIO
DIA
MED

44. COPYWRITING
G
COPYWRITINGG
ACCOUNT
ART DIRECTIO
ON
MANAGEMENT
ACCOUNT
ART DIRECTIO
ON
MANAGEMENT
MED
DIA
MED
DIA
ANALOG AGENCY MODEL

45. ANALOG AGENCY MODEL
ACCOUNT ACT
MANAGEMENT MGT
ON
COPYWRITING
G
ART DIRECTIO
NNING
DIA
PLAN
MED

46. COPYWRITING
G
ACCOUNT
ART DIRECTIO
ON
MANAGEMENT
PLAN
NNING
COPYWRITING
G
ACCOUNT
ART DIRECTIO
ON
MANAGEMENT
PLAN
NNING
MED
DIA
ACT
MGT
MED
DIA
ACT
MGT

47. COPYWRITING
G
ACCOUNT
ON
ART DIRECTIO
MANAGEMENT
PLAN
NNING
DIRE
ECT
ACT
MGT
INTE
ERACTIVE
ACT
MGT
BRA
ANDING
ACT
MGT
EVEN
NTS
ACT
MGT
CURRENT AGENCY MODEL
PR
ACT
MGT
MED
DIA
ACT
MGT

48. CURRENT AGENCY MODEL
ACCOUNT ACT ACT ACT ACT ACT ACT
MANAGEMENT MGT MGT MGT MGT MGT MGT
ON
COPYWRITING
G
ART DIRECTIO
ERACTIVE
ANDING
NNING
NTS
ECT
DIA
PLAN
EVEN
DIRE
MED
INTE
BRA
PR
PRODUCTION
O C O
COMPANIES

49. CURRENT AGENCY MODEL
VP of VP of VP of VP of VP of VP of VP of
ADVERTISING CRM eCOMM DESIGN PROMO COMM MEDIA
ACCOUNT ACT ACT ACT ACT ACT ACT
MANAGEMENT MGT MGT MGT MGT MGT MGT
ON
COPYWRITING
G
ART DIRECTIO
ERACTIVE
ANDING
NNING
NTS
ECT
DIA
PLAN
EVEN
DIRE
MED
INTE
BRA
PR
PRODUCTION
O C O
COMPANIES

50. CURRENT AGENCY MODEL
VP of VP of VP of VP of VP of VP of VP of
ADVERTISING CRM eCOMM DESIGN PROMO COMM MEDIA
ACCOUNT ACT ACT ACT ACT ACT ACT
MANAGEMENT MGT MGT MGT MGT MGT MGT
CLIENT TEAM TEAM TEAM TEAM TEAM TEAM TEAM
ON
COPYWRITING
G
ART DIRECTIO
ERACTIVE
ANDING
NNING
NTS
ECT
DIA
PLAN
EVEN
DIRE
MED
INTE
BRA
PR
PRODUCTION
O C O
COMPANIES

51. TECHNOLOGY CONSUMERS AGENCIES
THE AGENCY
FOR THE
DIGITAL AGETM

52. THE AGENCY FOR THE DIGITAL AGE
TM

53. THE AGENCY FOR THE DIGITAL AGE
TM
PLANNING
CONNECTIONS
ANALYTICS

54. THE AGENCY FOR THE DIGITAL AGE
TM
PLANNING
CONNECTIONS
ANALYTICS
INTERACTION DESIGN
COPYWRITING
VISUAL DESIGN

55. THE AGENCY FOR THE DIGITAL AGE
TM
PLANNING
CONNECTIONS
ANALYTICS
INTERACTION DESIGN
COPYWRITING
VISUAL DESIGN
TECHNOLOGY

56. THE AGENCY FOR THE DIGITAL AGE
TM
PLANNING
CONNECTIONS
ANALYTICS
INTERACTION DESIGN
COPYWRITING
VISUAL DESIGN
TECHNOLOGY

57. PLANNING
G
CONNECT
TIONS
A
ANALYTIC
CS
INTERACT
TION DESIGN
ACCOUNT / PRODUCTION
COPYWRI
ITING
V
VISUAL DESIGN
T
TECHNOL
LOGY
THE AGENCY FOR THE DIGITAL AGE
TM

58. PLANNING
G
CONNECT
TIONS
A
ANALYTIC
CS
INTERACT
TION DESIGN
ACCOUNT / PRODUCTION
COPYWRI
ITING
V
VISUAL DESIGN
T
TECHNOL
LOGY
THE AGENCY FOR THE DIGITAL AGE
TM

59. PLANNING
G
CONNECT
TIONS
A
ANALYTIC
CS
DIGITAL STUDIO
INTERACT
TION DESIGN
ACCOUNT / PRODUCTION
COPYWRI
ITING
V
VISUAL DESIGN
T
TECHNOL
LOGY
THE AGENCY FOR THE DIGITAL AGE
TM

60. PLANNING
CON
NNECTION
NS
ANA
ALYTICS
DIGITAL STUDIO
INTE
ERACTION DESIGN
N
ACCOUNT / PRODUCTION
COP
PYWRITING
G
VISU DESIG
UAL GN
TECHNOLOGY
Y
THE AGENCY FOR THE DIGITAL AGE
TM

61. THE AGENCY FOR THE DIGITAL AGE
TM

62. THE AGENCY FOR THE DIGITAL AGE
TM

63. THE AGENCY FOR THE DIGITAL AGE
TM
PLATFORMS CAMPAIGNS

64. THE AGENCY FOR THE DIGITAL AGE
TM
CEO / CMO / SENIOR CLIENT TEAM
ACCOUNT / PRODUCTION
SIGN
INTERACTION DES
VISUAL DESIGN
TIONS
RITING
LOGY
CS
NG
CONNECT
ANALYTIC
TECHNOL
D
PLANNIN
COPYWR
DIGITAL STUDIO

65. PLANNIN
NG
CONNECT
TIONS
ANALYTIC
CS
DIGITAL STUDIO
P
PLANNINGSIGN
INTERACTION DES
G
ACCOUNT / PRODUCTION
COPYWR
RITING IONS
C
CONNECTI
D
VISUAL ANALYTICS
A
DESIGN S
DIGITAL STUDIO
TECHNOL
IN
NTERACTI DESIG
LOGY ION GN
ACCOUNT / PRODUCTION
C
COPYWRIT
TING
V
VISUAL DE
ESIGN
THE AGENCY FOR THE DIGITAL AGE
TM
T
TECHNOLO
OGY

66. THE AGENCY FOR THE DIGITAL AGE
TM
ACCOUNT / PRODUCTION
MOBILE
GN
NTERACTI DESIG
SOCIAL
ESIGN
RETAIL
TING
OGY
ION
TECHNOLO
ANALYTICS
S
COPYWRIT
VISUAL DE
PLANNING
G
PRODUCTS
MEDIA
BRANDS
S
IN
M
C
A
P
T
V
DIGITAL STUDIO

67. DIVERSITY OF OUTPUT

68. COMMUNICATIONS
CAMPAIGNS MESSAGES / MEDIA
SHORT-
LIVED
RELATIONSHIPS
PROGRAMS DIALOGUE / CHANNELS / COMMUNITIES
ONGOING- ITERATIVE
SYSTEMS OF INTERACTION
PLATFORMS SERVICE / PRODUCTS / APPLICATIONS / INTERFACES
LONGER-LASTING

69. OTHER MODELS

70. CRISPIN
GOODBY

71. DRAFTFCB
DIGITAS
RAPP
WUNDERMAN

72. WHAT DO THEY DO? HOW DO THEY DO IT?
CRISPIN Campaigns
Creative in-house
GOODBY Production out-of-house
Creative in-house
DRAFTFCB Campaigns +
Analytics in-house
RAPP Programs
Production out-of-house
R/GA Campaigns + Creative in house
in-house
AKQA Programs + Analytics in-house
RAZORFISH Platforms Production in-house

73. WHO MAKES IT?

74. THE RIGHT TALENT

75. THINKING
DOING

76. THINKING
STORY SYSTEM
DOING

77. THINKING
STORY SYSTEM
DOING

78. THINKING
STORY SYSTEM
DOING

79. THINKING
STORY SYSTEM
DOING

80. THINKING
STORY SYSTEM
DOING

81. GS
thinking
story system
making

82. CP+B
thinking
story system
making

83. R/GA
thinking
story system
making

84. THE RIGHT TALENT
THE TALENT GAP
UNIVERSITIES
DEMOCRATIZATION

85. THE WAY FORWARD >

86. THANK YOU

88. Q+A