Brand new: What we can learn from the mating habits of birds. An Emerging Agency OS – presentation from Google Firestarters 3 « LOVE+MONEY. Below is my talk in summary and the slides. There were some excellent builds on the ideas, which I will write about shortly. Thanks to everyone who added ideas in the ‘unconference’ discussion and pub afterwards. So many good ideas. So much to explore! An Emerging Agency OS What’s broke? -Our focus: Outcomes have become divorced from outputs Clients seek a profitable growth outcome, agencies seek rewards from a famous output Clients like increased profit, agencies like making things Consequently, clients don’t always value the same things as agencies do Replacing a client with a new one easily costs £100k or more.
-Our business model: Agencies have two masters but only get paid by one. Agencies are addicted to short term client cash whereas consumers offer an additional revenue stream. Spend will slowly flow away from agencies to cheaper crowd and outsourced services. As marketing, products, services and media merge, agencies, with new partners, will be able to service consumers as well as clients. (2) How to really make something. (2) Digital Transformation: Talk at Boulder Digital Works.
In transformative markets, incumbents rarely survive. (2) Making Digital Work, Introduction to the Workshop. New ad agency models. If you could ask John Winsor, Ty Montague or Ian Schafer any question at all, what would it be? Please leave your questions in the comments below. Thanks. Next week I get to moderate a panel that includes Ian Schafer, CEO and founder of Deep Focus; John Winsor, CEO and founder of Victors&Spoils; and Ty Montague, co-CEO and founder of Co.
Each of these “agencies” offers an alternative, if not an antidote, to the traditional advertising agency. Deep Focus is a digital agency that calls itself an engagement agency. Its manifesto challenges the relevance of traditional agencies, arguing against a single-minded focus on awareness and in favor of real-time interaction. Ian claims his company — the first US acquisition by Engine — represents the ideal agency for the future. And finally, Co: introduces yet a third approach. True it remains to be seen which if any of these alternatives will emerge as a real threat to legacy ad agencies. Those are but a few of my questions for the panel.