Presentation on change in our environment and how agencies must become aware of this to enable change within their own organisation

1. What is happening in the world around
Agency1.0 ?

2. 25% of our population is raised in a time where “SPAM” and
“COOKIE” don’t automatically conjure images of food

3. US 14-24 years spend >16 hours online p/
56% spend >1 hour daily sending IM’s
25% prefer social networks to F2F
96% uses a social network daily

4. SA 14-24 years spend >16 hours online p/w
49% spend >1 hour daily sending IM’s
80% Watches news on TV
28% Checks news online via a cellphone
21% Checks news online via a desktop

5. 79% spend >2 hrs/day on the Internet
41% spend >2 hrs/day watching TV

6. Time intensive online destinations like Facebook are rapidly encroaching
on traditional advertising mediums

7. Worldwide growth by user
category people become more active
Publish blog Post ratings Use RSS feeds Maintain profiles Read blogs None of the other
Publish web pages Post comments Vote for websites Visit social sites Listen to podcasts
Upload own content Contributes forums Add tags Joins groups Watch video’s
Write/post articles Contribute articles Follows blogs Read forums/reviews

8. “Pretend it’s not happening” approach has been tried by
the music industry which almost bankrupting itself by doing so

9. Main contributers to the change of traditional advertising can be
attributed to Clutter , Trust & Social media

10. Clutter, 73% of web users have left a favorite
website because of intrusive ads

11. The 12-17 year olds (2 nd lowest clutter receiver - Nielsen) prefer
online experiences which allows them to avoid Ad clutter

12. Trust, 49% of consumers in SA (76% US) don’t believe
that companies tell the truth in advertisements

13. Trust, 63% (vs 78% US) of consumers say they trust the recommendation of
other consumers above advertising
“If you talked to
people the way
advertising talked to
people,
They’d punch you in
the face”
Hugh MacLeod - Online cartoonist

14. Social media, Your brand isn’t what you say it is,
It’s what they say it is

15. Social Media FAQ’
50 000 000 Facebook users
55 000 000 YouTube users
713 000 daily active users of the iLike
3 500 photos added to Flickr per minute

16. Earned Media

19. Our business is going to be different with
ots of new opportunities

21. How does South Africa go
online
Mobile
only
(33%)
PC and
mobile
(34%)
PC only
(5%)

22. onceive brandexperiences and market them
this is the future of advertising

24. Nike+ started a online running club
75m active community members
94% agrees to recommend Nike+
40% that didn’t own a Nike+ product ended up
buying

25. Media and consumers have
changed but what are agencies doing?

26. Agency 1.0
CP
+
B
Agency 2.0

27. Concept International roll-out

28. Create an environment in which
creativity can become
legendary

29. CP
+
B
Advertising becomes more depended
on multidisciplinary talent

30. Collaborative creativity motivates Art Directors, Architects,
Strategists, Industrial Designers, Programmers, Analysts, Illustrators, Editors, Writers, Screenwriters,
Producers, Motion Designers, Information Architects, Interior Designers, Graphic Designers, Content
Managers, Experiential Producers, Directors

31. Creativity that reach beyond the imaginable
Technology that crosses the bounds of possibilities
Entrepreneurship that surpasses the expected

32. How do we want TJDR 2.0 look like?

33. Discussion points after presentation
• To create a broad understanding of opportunities within the agency and it’s current clients
• Inspiring to make people enthusiastic so that they will become curious which could lead to self education
and exploration
• Presentation on new media and online creative proposals are educational tools for clients
• Presenting from board of interactive ideas is a difficulty
• Managers must create embracement by each department
• Growth of digital production understanding within production departments (ART/PRINT/DTP/RTV)
• Enteligence is giving us an unique opportunity to be educated and as such we must start looking for
client opportunities which we can brainstorm on with Enteligence
• Woolworths eat in under R 100 - > www.eatin.co.za?
• Agreement to actively search for opportunities and when found inform members of presentation to
ensure continuity.
• Agreed to keep pushing on this subject
• Dave to do a presentation on South Africans and their cell phone usage

34. • Sidlee.com
• 60 layers of cake
• BSUR
• bonafidemarketinggenius.com
• Interview of Best Buy CMO Berry Judge
• Best Buy twitter page
• Futurelab marketing 2.0 presentations
• Nielsen on Clutter
• The new collective
• Earned media
Additional information