Agency 2.1 - Some of the thinking that didn't make the original presentation but is none the less valid.

1. Agency 2.0
DIGITAL HEART/
DISCIPLINE HEAD
RESOURCE LAYER
T-SHAPED PEOPLE
THIN AGENCY
FLOATING FIVER
CUSTOMER JOURNEY
CONSTANT BETA
DATA, DATA, DATA

2. Discipline Head / Digital Heart
Branding
Direct
DIGITAL
Reputation Management
online/outdoor/social/ mobile
Activation
Media

3. A Digital Agency Consulting Into Existing Structures
Allows More Efficient Use of Scarce Resources
Strategy
Existing Account
Creative Producer Structure
Technology

4. Afew T-Shaped People Beat Many I-Shaped People;
Delivering More Efficient and Better Work
Dave Armano

5. Working Across The Customer Journey Ensures
Consumer Consistency
Repeat
Awareness Consideration Purchase Advocacy
Purchase
Insight
Strategy
Channel/
Creative
Measurement

6. Floating Fiver Between Disciplines Ensures Specialist
Resources Are Available To Everyone
Ad Direct Action PR
COLLABORATION
FUND

7. Data, Data, Data - Measure Everything & Connect It
Where Possible
Earned media
Impressions/Viewed
Brand Awareness Offline & Online
#
media mentions
Clicked/Responded
Message
#
Association
Search
Arrived
Increased
#
Cost per Action
searches
Brand
Conversion
Higher search
Favourability
Action/Activity
results
#
%
£
Greater results
Purchase share
Consideration
Purchase
#
Word of Mouth
# posts/blog
Repeat mentions
Purchase Mentions per
# user
Likelihood to
Inbound links
Advocacy Recommend
Send to friend
#

8. Constant Beta – Fire, Ready, Aim – Get Into The Market
Place Fast And Optimise When There
CAMPAIGN EFFECTIVENESS
TIME

9. Resource Layer
TOOLS
TRAINING
RESEARCH PEOPLE

10. THANK YOU
GILES.RHYSJONES@OGILVY.COM
www.slideshare.net/gilesrhysjones
http://interactivemarketingtrends.blogspot.com