THE IPA ADAPTATHON. The Bakery ran an adapt lab for the IPA. This was the contention. The economics of supply and demand (theres a surplus of great tech companies) plus open innovation (the fact that no-one can have the best talent in their building) plus Client demand means Agencies will need to sell existing technology instead of always building from scratch

1. AGENCIES WILL SURVIVE AND THRIVE BY
PARTNERING WITH the BEST EXISTING
TECHNOLOGY RATHER THAN TRYING TO
BUILD IT THEMSELVES

2. A WORLD OF PARTNERSHIP WHERE EVERYONE DOES WHAT
THEY ARE BEST AT
TECH COMPANIES
BUILD
TECHNOLOGY
AGENCIES
GET IT
TO MARKET

4. WE WORK WITH AGENCIES TO HELP THEM AND THEIR
CLIENTS GET INNOVATIVE TECH COMPANIES‟
PRODUCTS TO MARKET

5. Imagine a virtual assistant as good
as a human

6. Imagine an antidote to
banner blindness

7. Imagine helping your
plumbers to CONVERT
CUSTOMERS

8. Imagine SIDESTEPPING SALESMEN TO
convert at point of sale

9. Imagine gifting your mates a round
when you can‟t be there

10. Imagine HELPING MUMS TO
UNDERSTAND new born baby‟s emotion

11. How we do it
Service
Product
Accelerator:
8 weeks > trial market
Marketplace:
Match existing tech to brand issues

12. TECH TO TRIAL MARKET
Accelerator

13. ADAPTING:
OUR BELIEF ON HOW AGENCIES
CAN SURVIVE AND THRIVE

14. Agencies will survive and thrive
by partnering with the best
existing technology rather than
trying to build it themselves

15. CLEARLY the current model SUCKS

16. THE MACRO SHIFTS MAKE “same old”
LESS viable
Society: Abundant Information
Technology: Software eating the world
Talent: The rise of open innovation

17. THE AGENCY‟S ADPATED ROLE
fROM
TO
COMMS
PRODUCTS AND SERVICES
HUMANS
SOFTWARE
BUILDING TECHNOLOGY
SELLING EXISTING TECHNOLOGY
TIME BASED MODELS
“LICENSING PLUS” MODELS

18. building bespoke is a barrier for agencies
doing stuff
BUILDING BESPOKE
HIGH RISK, HIGH COST
REPURPOSING EXISTING
LOW COST / LOW RISK
Nb £50k is suggested
budget to set aside

19. Especially with the glut of supply

20. A NEW MODEL

21. IMAGINE A WORLD WHERE EVERY BRIEF WITH A “PRODUCT AND
SERVICE” RESPONSE
Communications
Existing products and
services

22. IMAGINE THE UPSIDES FOR THE
AGENCIES
More upstream through access to problems you aren‟t
considered for
Less „cognitive wastage‟
New revenue streams – more services
Possibility on being „cut in‟ on the licensing

23. AGENCIES WILL SURVIVE AND THRIVE BY
PARTNERING WITH the BEST EXISTING
TECHNOLOGY RATHER THAN TRYING TO
BUILD IT THEMSELVES