Mike Duda presentation at DAS October 2016

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An Anti-Agency Business Model
10.24.2016

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Source: Dictionary.com

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Make Stuff > Make Impact

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Fees for time.
Agencies act as
agents (duh.)

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Source: Discussions with three lawyers of various
creative agencies
• Agree to be a bank for clients and accept 120-day payment terms?
• Put our butts on the line with insane insurance and indemnification clauses?
• Eat legal fees to review a 50-page agreement on a $100,000 project?
So does it makes sense to…

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“If the business were split up,
I would give you the land and bricks and mortar,
and I would take the BRAND and trademarks,
and I would fare better than you.”
John Stuart
Chairman, Quaker Oats, 1900

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Brands will reach 41% share of discretionary spend
by 2025 versus 31% today.

12. © Bullish Inc. Confidential. All rights reserved.© Bullish Inc. Confidential. All rights reserved. 1
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Advertising
Agency
01.
Venture Capital
Firm
02.
03.
+ = Accelerator
Agency
03.
We accelerate transformation
for courageous brands to
go further, faster

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Our Brands
233
32

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Our Modus Operandi
• Focus on outcomes, not outputs
• Invest in others ideas
• Say no
• Imitation = flattery, proof

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• Understand what needs to be done
• Understand what the client really wants (ads or results?)
• Put real money on the table
Outcomes, not outputs

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• We do not make our own IP
• Role of strategic/creative marketers, not glass makers, bike leaders or
tea farmers
• And it‘s making money*
Invest in others ideas
Different
Investments
17 6x+ 6
Investment
Growth
Years
Validation
* - On paper!

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No.

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• Failure: this stays unique and boutique
• Tim Williams, Gerry Preece, Anomaly
• Office hours
- Beers and office hours in NYC, SF, ?
- c.diem@bullish.co
Imitation Wanted

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An Anti-Agency Business Model
• Challenge your own convention, not someone else’s
• A point of view is huge, own it
• Say no and back it up

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Carpe Diem.
@MikeDuda
mike@bullish.co