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iMedia December Agency Summit: Skills for 2011 Media Teams

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Master Class A: Skills for 2011 media teams

Presenter: Uwe Hook, CEO BatesHook

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iMedia December Agency Summit: Skills for 2011 Media Teams

  1. 1. Skills for the 2011 Media Team<br />
  2. 2. How to succeed in the next decade<br />
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  16. 16. “I believe the traditional agency model is really obsolete. We are competing to see who can create the best horseshoes.” <br />Keith Reinhard, Chairman Emeritus, DDB Worldwide<br />
  17. 17. “The old-fashioned supertanker model is already dead. Clients want smaller collections of people tied to nimble, innovative, evolving structures that can shape and mould themselves into whatever form is needed to be solve their problems” <br />Karina Wilsher, MD Fallon<br />
  18. 18. “Change, Change, or Change: Options for the agency of the future.” <br />Maurice Levy, Chairman and CEO, PublicisGroupe<br />
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  21. 21. 1. Deliverables<br />
  22. 22. Deliverables<br />Disciplinary Xenophobia<br />
  23. 23. Deliverables<br />Disciplinary Xenophobia<br />Compensation Model<br />
  24. 24. Deliverables<br />Disciplinary Xenophobia<br />Compensation Model<br />Egregious Excess<br />
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  26. 26. Client Relationship<br />
  27. 27. Client Relationship<br />Team Relationship<br />
  28. 28. Client Relationship<br />Team Relationship<br />The 4 C’s<br />
  29. 29. Client Relationship<br />Team Relationship<br />The 4 C’s<br />Training and tools<br />
  30. 30. Client Relationship<br />Team Relationship<br />The 4 C’s<br />Training and tools<br />Global Reach; Local Knowledge<br />
  31. 31. “Change, Change, or Change: Options for the agency of the future.” <br />Maurice Levy, Chairman and CEO, PublicisGroupe<br />
  32. 32. 1. Large Network/Multinational<br />Size matters<br />Internal shifts<br />Relationship expertise<br />Dedicated teams<br />Bureaucracy<br />Holding companies<br />
  33. 33. 2. A team of specialized agencies<br />Multiple touch points for the client<br />Security of true expertise<br />Long-standing teams that understand the client<br />A client-driven expectation of strong teamwork<br />Leaner, quicker, less bureaucratic<br />New-media savvy, media agnostic approach<br />Interagency cultural conflicts<br />Holding companies<br />
  34. 34. 3. Adaptable Networks<br />Lean internal team<br />Hot senior creatives<br />Tapping into the pool of unemployed agency types<br />Generation Y-compatible<br />No more walls, just infrastructure<br />Actually, some walls<br />Less bureaucracy, lower costs<br />
  35. 35. 4. Crowdsourcing<br />Relationships are more or less forgotten<br />No trust, only results<br />Global Reach? Yes. Local Knowledge? Yes. <br />Generation Y-compatible<br />Innovative, media-agnostic<br />Cheap, fast and nimble<br />
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  44. 44. “The revolution hates compliance. It doesn’t reward cogs in the system. You don’t get rewarded for compliance. You get rewarded for solving interesting problems. You get rewarded for leading. You get rewarded for taking risks. You are rewarded for connecting people. You are rewarded for ideas worth spreading.” – Seth Godin<br />
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  54. 54. 3<br />
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  58. 58. 4<br />
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  62. 62. @uwehook<br />uwe@bateshook.com<br />

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