This document discusses different agency models and how the Singapore Economic Development Board chose an integrated agency model with R3 Worldwide. It provides an overview of common agency models, what marketers are looking for, and the factors EDB considered in selecting their model. Their integrated model with R3 has helped deliver successful marketing campaigns and digital initiatives like a video that gained over 2 million impressions. The presentation emphasizes the importance of culture, collaboration, and having the right agency capabilities to meet business and digital needs.

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DANE LIM
Deputy Director, Marketing & Communications
Singapore Economic Development Board
How do you strike
a winning agency
model?
GOH SHUFEN
Principal & Co-Founder
R3 Worldwide

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The next 30 minutes
• How digital has changed the way clients and
agencies work
• Agency model options out there
• How EDB decided on its agency model with R3’s help
• EDB’s successful case study

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Watch video: http://www.youtube.com/watch?v=fmE4NU4ljUg

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Watch video: http://www.youtube.com/watch?v=sr_EtMhM3fg

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Differing and overlapping
agency models and roles
5

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Agency models
out there

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LEAD AGENCY
MULTIPLE
BEST-IN-CLASS
HOLDING
COMPANY
(SIBLING AGENCIES)
HOLDING
COMPANY
(CUSTOM AGENCIES)
7
FREE AGENT
ONE-STOP
SHOP
Commonly used by discipline
BRANDING
CREATIVE
MEDIA
RESEARCH QUANT.
CRM - PLATFORM
DIGITAL
RESEARCH QUAL.
CRM – PROGRAM
SHOPPER
MULTI-DISCIPLINARY
DIGITAL SUB-
DISCIPLINE
(EG. SOCIAL /
WOM)
MULTI-
DISCIPLINARY
Trending agency models

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80%+ of marketers still expect their Ad
Agency to lead the advertising process.
Agencies need to invest in the best
senior strategy, account and creative
talent in the main agency to lead
marketing planning
“One stop service
providers from creative
conceptualization to
digital to on-ground
activation ideas.”
Creative agency is
the preferred lead
8
What Marketers Say

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Four years ago, P&G was spending more than US$1b in agency fees across 2,500 agencies.
Most of those agencies were also investing in Strategic Planning and there was a lot of duplication
9
Brand Agency Leader Model by P&G
OLD MODEL BAL MODEL

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A bespoke option with a difference
Add Coke Lounge Video
Watch video: http://www.youtube.com/watch?v=GyZaASQAuEI

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I don’t have an answer for you!
Specialist Digital Agency or Integrated?

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Unfortunately,
there isn’t a ‘magic model’ to follow

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What is your internal
organization structure like?
• What are your business objectives?
• What are your marketing priorities?
• Do you have generalists or specialists in
your team?
• Is your marketing team divided into
Brand/Digital/Corp Comm or is it
integrated?
• Is your marketing team equipped to
handle a roster of agencies?
• What are your existing digital activities and
assets?
• How much % of your budget is moving
towards digital?
• How digital savvy are your marketing
teams?
• Who manages your social media presence
and communications?
BUSINESS DIGITAL

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the agency considerations
• What is your existing agency model?
• Is it working for you? If not, what are the gaps?
• Is your current agency equipped to manage your growing
digital needs?
• Is your agency still competitive in the key markets
• What are you looking for in a digital agency- strategic support?
Tactical implementation? Community Management? Search
capabilities?
• Do you have the digital talent you need on your team?
And then look outside…

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Today marketing needs to happen in a digital
world as opposed to digital marketing.
1. Business solutions needed a media neutral approach
2. Provided higher chance of receiving 4Cs ideas (Creativity,
Content, Context, Conversation)
3. Opportunity for better integration and collaboration
4. Roles and responsibilities between agencies were clear
with limited avenues to ‘land grab’
5. Eliminated duplicate agency resources and thus more
efficient agency fee
Reasons EDB chose an Integrated Agency Model

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The Singapore Economic Development Board
creates sustainable economic growth
with vibrant business and good job
opportunities for Singapore &
Singaporeans
&Larry’s “Casting a Global Light” Installation at EDB’s Head Office

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Official Opening of
Lucasfilm Singapore's
Sandcrawler Building
16 Jan 2014

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48EDB and Agencies

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20Nationalities

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24Youngest
50’sMost Experienced

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27EDB Average
(excludes this presenter)
40Agencies Average

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“Think” Horizontal,
“Act” Vertical
Tip no.1:

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Its all about the culture!
Tip no.2:

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Make it 24/7
Tip no.3:

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The USA Challenge for EDB

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Watch video: http://www.youtube.com/watch?v=LlDu4iYLSPQ

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300,000unique video views
41,034clickthroughs 13.65% click through rate
4,645 video hrs watched
713websites reached
Organic social shares
804
Social interactions
25,286
58 sec average view time
2.3 millionimpressions
4.2 times b2b benchmarks
487%
Twitter growth

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THANK YOU