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AGENCIES MUST ADAPT OR DIE

Craig Harries
Head of Planning




July 2011
The process we use to develop
advertising has been the same for
over 50 years


         1.   Highly trained researchers
              and planners unearth
              consumer attitudes and
              motivations
                                                          2.   Planners create a brand
                                                               strategy that is founded on
                                                               a unique attribute or brand
                                                               personality



 4.   Creative then bring this
      to life to engage a
      passive audience
                                           3.   Consumers are used as a
                                                sounding board, but are rarely
                                                trusted to contribute
                                                creatively
So why change?
Conventional ‘inside out’ approach has
limitations
1. Knowledge is edited and selectively
passed on – things can get lost
2. Ads are written by people
  with no connection to the
  people they’re trying to
  influence
3. Advertising is broadcast by
nature; impersonal and inefficient
The uncomfortable truth



    “By the end of this decade, power and influence will shift
    largely to those people with the best reputations and
    trust networks, from people with money and nominal
    power.

    Everyone gets a chance to participate in large or small
    ways, giving a voice to the silent majority”


                                Craig Newmark,
                                founder of Craigslist, April 2010
Remember this?
And this?
What’s the better way?
We need to get CLOSER
to our consumers and let
them be an integral part
of the brand
If we want people to love our brands,
we need to let them help create them

        “People support that which they create”
                 Dr. Nick Georgiades, Birkbeck College
CO-CREATION
 Brands using workshops and
 social media as a means to give
 their fans a voice
Co-creating with consumers from start to
finish
 RECRUIT
 Recruit consumers to participate in
 communities and engage them over
 weeks or months, rather than one-
 off interventions
                                                                       EXPLORE
                                                                       The process of exploring
                                                                       their relationship with the
                                                                       category and brands
                                        Constantly                     creates insights and
                VALIDATE              recycle, rework                  creative ideas
                Consumer             and rebuild ideas
                communities then
                validate and build



                                               CREATE
                                               Creative teams have
                                               creative springboards
                                               to explore
So why do we need agencies?

  The real question is: how will the role of experts change?

  The age of the solitary guru is over

  We need experts that are more:
      • Intuitive
      • Responsive
      • Observant
      • Collaborative
      • Open-minded

  (And know how to harness the power of many)
Co-creation is a buzzword, but it’s not a fad
Being closer to the consumer speeds
things up


  A far shorter planning window

  Spot and pounce on opportunities as they arise

  Demands client and agency embrace change

  Which is challenging... and liberating
This requires a totally new approach
THE CROWD

                                                                           TM
                                                                  Pulsar

                                                                                YOUR CROWD



                   Econometric
                   Modelling



                             TM
                    Pulsar




                                                                                  1%’ERS

                                             TM
                                    Pulsar


         TM
Pulsar        - Proprietary tool to monitor social media
Switches the focus from the
business to the consumer
There are many benefits of this approach




                                   Increased chances
                                   of commercial
                        Advocacy   success


              Clarity

   Speed
Applications

We can use Collaborative Creativity to:

1.   Generate consumer insights

2.   Develop an existing brand idea

3.   Establish fan bases for brands amongst key groups

4.   Develop an effective social media strategy

5.   Help develop new products and services

6.   Establish the brand idea throughout the business and turn it
     into an organising idea that defines and drives the actions of
     the business
This will lead to different kinds of ideas




      BIG                                    BIG
    CREATIVE                               SOCIAL
     IDEAS
                                            IDEAS

                 An idea with Social Currency
                That people want to play with, share
                and develop, so that it endures long
                  after the media budget runs out
Does this mean marketers and
agencies are losing control?


  It’s about giving your consumers a greater say in the
  solution – not putting your brand in the hands of novices

  Making consumers feel part of the brand – and really
  listening to them

  Ensuring that the values and equity of your brand is
  brought to life in a way that is highly relevant to
  consumers
Drawing up a new contract
between brands and consumers


   A break with the past

      A spirit of openness


           A new model that gives consumers
           a stake in the brands they love
Doing things with
people, not at people
AGENCIES MUST ADAPT OR DIE

Craig Harries
Head of Planning




July 2011

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Agencies must adapt or die 5.12.11

  • 1. AGENCIES MUST ADAPT OR DIE Craig Harries Head of Planning July 2011
  • 2. The process we use to develop advertising has been the same for over 50 years 1. Highly trained researchers and planners unearth consumer attitudes and motivations 2. Planners create a brand strategy that is founded on a unique attribute or brand personality 4. Creative then bring this to life to engage a passive audience 3. Consumers are used as a sounding board, but are rarely trusted to contribute creatively
  • 4. Conventional ‘inside out’ approach has limitations
  • 5. 1. Knowledge is edited and selectively passed on – things can get lost
  • 6. 2. Ads are written by people with no connection to the people they’re trying to influence
  • 7. 3. Advertising is broadcast by nature; impersonal and inefficient
  • 8. The uncomfortable truth “By the end of this decade, power and influence will shift largely to those people with the best reputations and trust networks, from people with money and nominal power. Everyone gets a chance to participate in large or small ways, giving a voice to the silent majority” Craig Newmark, founder of Craigslist, April 2010
  • 12. We need to get CLOSER to our consumers and let them be an integral part of the brand
  • 13. If we want people to love our brands, we need to let them help create them “People support that which they create” Dr. Nick Georgiades, Birkbeck College
  • 14. CO-CREATION Brands using workshops and social media as a means to give their fans a voice
  • 15. Co-creating with consumers from start to finish RECRUIT Recruit consumers to participate in communities and engage them over weeks or months, rather than one- off interventions EXPLORE The process of exploring their relationship with the category and brands Constantly creates insights and VALIDATE recycle, rework creative ideas Consumer and rebuild ideas communities then validate and build CREATE Creative teams have creative springboards to explore
  • 16. So why do we need agencies? The real question is: how will the role of experts change? The age of the solitary guru is over We need experts that are more: • Intuitive • Responsive • Observant • Collaborative • Open-minded (And know how to harness the power of many)
  • 17. Co-creation is a buzzword, but it’s not a fad
  • 18. Being closer to the consumer speeds things up A far shorter planning window Spot and pounce on opportunities as they arise Demands client and agency embrace change Which is challenging... and liberating
  • 19. This requires a totally new approach
  • 20. THE CROWD TM Pulsar YOUR CROWD Econometric Modelling TM Pulsar 1%’ERS TM Pulsar TM Pulsar - Proprietary tool to monitor social media
  • 21. Switches the focus from the business to the consumer
  • 22. There are many benefits of this approach Increased chances of commercial Advocacy success Clarity Speed
  • 23. Applications We can use Collaborative Creativity to: 1. Generate consumer insights 2. Develop an existing brand idea 3. Establish fan bases for brands amongst key groups 4. Develop an effective social media strategy 5. Help develop new products and services 6. Establish the brand idea throughout the business and turn it into an organising idea that defines and drives the actions of the business
  • 24. This will lead to different kinds of ideas BIG BIG CREATIVE SOCIAL IDEAS IDEAS An idea with Social Currency That people want to play with, share and develop, so that it endures long after the media budget runs out
  • 25. Does this mean marketers and agencies are losing control? It’s about giving your consumers a greater say in the solution – not putting your brand in the hands of novices Making consumers feel part of the brand – and really listening to them Ensuring that the values and equity of your brand is brought to life in a way that is highly relevant to consumers
  • 26. Drawing up a new contract between brands and consumers A break with the past A spirit of openness A new model that gives consumers a stake in the brands they love
  • 27. Doing things with people, not at people
  • 28. AGENCIES MUST ADAPT OR DIE Craig Harries Head of Planning July 2011

Notas del editor

  1. Ideas that are created ‘with’ your consumers Where they become a part of the idea And they give it a life beyond the media campaign This requires: Understanding their world Identifying the opportunity for the brand or cause to become a part of it