Presentation by Adam Glickman, CEO of The IdeaLists

1. Utility, Agility, Equity
Applying Learnings from Tech Startups
to the Creative Process
Thursday, June 6, 13

2. The Good News
Content
Marketing
EMOTIONAL
CONNECTION
Technology
Thursday, June 6, 13

3. Agencies exist
to solve creative problems.
Thursday, June 6, 13

4. Agility
Thursday, June 6, 13

5. Make
MORE
of less.
Thursday, June 6, 13

6. Agency
Perfect, release
Tech startup
Release, perfect
Thursday, June 6, 13

7. Titanium Lion
“If I have 100 million to spend on ads each year:
I’m spending
30 million on Premium Super Bowl, Olympics, etc.
4
The next
30 million gets me traditional TV ads.
3
2
The last
30 million gets me 1000 digital media ads and
content, whose budgets are 20 to 30k.
1
I went to the AICP to emphasize the screaming need for digital
vendors and
they just looked at me like I was nuts.
YouTube videos
Thursday, June 6, 13
— Head Production Manager at P+G

8. Agency
Content created in hierarchical,
closed environment
Tech startup
Content created in free and
open networks
Thursday, June 6, 13

9. Traditional Hollywood model
(vertically integrated)
STUDIO
New Hollywood model
(open, decentralized marketplace)
ACTORS
MARKET
PLACE
Thursday, June 6, 13
DIRECTORS
AGENT
STUDIOS
WRITERS
PRODUCERS

10. TRADITIONAL AGENCY MODEL
Highly-guarded network overseen by agency
AGENCY
NEW AGENCY MODEL
Directors
Decentralized marketplace
Bloggers
Event
planners
MARKET
PLACE
Thursday, June 6, 13
Designers
CREATIVE
PRODUCER
Developers
Illustrators
Copywriters
Editors
Technologists
Producers

11. Agency
Creative director
Tech startup
Product manager
Thursday, June 6, 13

12. v
Agency
Creative director: sexy
Tech startup
Product manager: unsexy
Thursday, June 6, 13

13. Introducing the
CREATIVE PRODUCER
Thursday, June 6, 13

14. UTILITY
Thursday, June 6, 13

15. Agency
Services a client’s opportunity/need
in the marketplace
Tech startup
Services an opportunity/need in the
marketplace at large
Thursday, June 6, 13

16. Agency
Buy eyeballs
Tech startup
Earn eyeballs
Thursday, June 6, 13

17. EQUITY
Thursday, June 6, 13

18. Agency
Start with a budget,
then seek the big idea
Tech startup
Begin with the big idea,
then seek to monetize
Thursday, June 6, 13

19. Billable hours and retainers
are the enemy of invention.
They incentivize
all the wrong things.
So do award shows. (Sorry.)
Thursday, June 6, 13

20. Billable hours and retainers
are the enemy of invention
They incentivize
all the wrong things
So do award shows (Sorry)
Thursday, June 6, 13

21. The End of the Big Idea?
Thursday, June 6, 13

22. Production-able Creative Dept
+ Earned Engagement
+ Smart Risk/Reward Ratio
=
Thursday, June 6, 13
License to make
more stuff!