The Changing Face Of The Agency_Presentation By Ashok Lalla_President - Digital, Euro RSCG
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Presentation by Ashok Lalla, President - Digital, Euro RSCG - Made at the ClickAsia Summit 2011, Mumbai
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The Changing Face Of The Agency_Presentation By Ashok Lalla_President - Digital, Euro RSCG
- 1. The Changing Face Of The Agency
- 2. Media Buyers turned agencies Tech Enthusiasts companies turned turned entrepreneurs agencies Specialists Digital arms of turned mainline generalists agencies Specialist shops
- 4. Because... “A brand is no longer what we tell consumers it is. It’s what consumers tell each other it is. ”
- 7. Digital & Agencies Social Clients Consumers
- 8. Digital & Consumers Social Agencies Clients Always On, 24x7 communication streams The new reality of real-time: Actions, Measurement, Responses The closeness of consumers to brands: Close as a Click, Tweet, Like, Update Technology as a crucial enabler of ideas and outreach
- 9. Digital & Consumers Social Agencies Clients Widely connected and always switched on No longer passive recipients of messages, but creators and carriers instead Empathy with communication that involves them, apathy to being ‘talked to’ Inclined to support causes, not promotions
- 10. Digital & Consumers Social Agencies Clients Demands on digital to be Marketing driver instead of being peripheral support Want sharper integration that goes beyond mere lip service to channels used Expecting to see Life beyond the ‘Like’ Believe Digital can create real business ROI and want to see how
- 11. Digital & Consumers Social Agencies Clients Days of departments & silos are numbered Linear ideation through execution is passé Teams need to include the Client, Consumer & Agency Campaigns aren’t about clever hooks, but enduring platforms
- 12. To A New Agency-Client Culture & Philosophy…
- 14. To view video, please click http://bit.ly/i4XJAq
- 15. Ashok Lalla Join my Group On President – Digital Euro RSCG ashok.lalla@eurorscg.com A Growing Community of Marketing & Digital Folks From Over 30 Countries @ashoklalla