1. THE FUTURE AGENCY MODEL:
people
AND WHY WE GET A RASH FROM EGO’S
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donderdag 12 april 12

2. SUE doesn’t believe in creative rock stars. The
creativity of an agency is determined by
the creativity of the group.
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3. Everybody knows that traditional advertising - TV
spots, print and radio - have their use. But that
campaigning is meaningless without behaviour.
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4. And influencing behaviour has become completely
different in the digital age. Advertising nowadays is
just one of the factors that drives behaviour.
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5. Consumer driven marketing has become crucial in
influencing conversions. That’s why our ideas are built
on the concept of shareability and bringing brands
into the conversation.
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6. In a connected world, you need connected ideas.
The core of the agency of the digital age should be built
on connection.
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7. And that’s why we build our agency, unlike the
agencies of the past, not on creative teams, but on a
flat, horizontal structure in which we work with
a mix of disciplines as one team.
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8. Our output however is vertical: from strategy to
production. Every client team has a solid core, which is
headed by a director.
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9. Their role is to be a
marketing partner to clients.
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10. Making sure the ideas deliver on creating
business advantage and directing
the brand into future opportunities.
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11. A director works at the client office for a set period
per week to get total brand immersion and to act
as a true sparring partner.
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12. People who work at a digital agency are people with a
completely different mindset
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13. They are in the game of sharing to make sure they
come up with the stuff worth sharing
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14. SUE AMSTERDAM
@SUEAMSTERDAM
HELLO@SUEAMSTERDAM.COM
WWW.SUEAMSTERDAM.COM
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