THE AGENCY OF THE FUTURE презентация

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”

DAVID OGILVY

“If you have all the research, all the ground rules, all the directives, all the data — it doesn’t mean the ad is written. Then you’ve got to close the door and write something — that is the moment of truth which we all try to postpone as long as possible.”

Planner • Buyer • Trafficker • Analytics

TV LED

MEDIUM LED

Studios

TV Heavy

30-Second Spots

Upfront Cycles

Focus Groups, Post Exposure Research

Scale And Bulk Pricing

1-3 Spots per Campaign

Silo’d Channel Approach

CREATIVE

MEDIA

Data & Analytics Expert • Strategist • Negotiators

CONSUMER & AUDIENCE LED

Real Time

Real-time, Always On

Newsroom Like

Holistic Multi-Channel

Data Influenced

Business Outcome Driven

Response and Trigger Based

Integrated

1000+ Outputs

Creatives become programmatic leaders

New fee structure, margin approach HR and client mngmt.

GEORGE BERNARD SHAW

INTERNET OF THINGS EMPOWERS CONSUMERS

WHAT AGENCIES HAVE CONSUMER PRACTICES

CREATIVE BY CONSUMER

Note: “96%: Creative Scale / Data Scale”

50B CONNECTED DEVICES (IOT)

DATA MOVES BEYOND HUMAN COMPREHENSION

CONSUMER OWNERSHIP OF DATA

CREATIVE SCALE

DATA SCALE