Our deck describing the new and necessary facilitator in the client-agency process.

1. OUR MODEL
The über agency
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2. THE MODERN
MARKETER’S
DILEMMA
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3. MODERN MARKETER’S DILEMMA
• An explosion of media types
• Difficult to be expert in all
• Even harder to keep integrated
• Dozens of niche firms to manage
• Big agencies slow to adapt
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4. THE BIG AGENCY PROBLEM
• Big agencies can’t move fast enough to keep up
• They have no financial stake in staying current with emerging media
• Unable/unwilling to seize opportunities in real time
• They’re still afloat, but just rearranging the deck chairs...
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5. THE VIRTUAL AGENCY PROBLEM
• Some have tried creating the “virtual agency” to offer the same talent as big agencies
without the bureaucracy.
• If successful, virtual agencies find it difficult to resist the temptation of forming a
traditional agency structure around a large influx of work.
• Virtual agencies have revolving door talent and are better suited for short-term projects
and niche tasks.
• Therefore, integrating them into a larger marketing mix can be a challenge.
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6. THE NICHE AGENCY PROBLEM
• Niche agencies cover initiatives like SEO, Social Media, Public Relations, etc. but are
difficult to integrate into an overall marketing program.
• Agencies working with the same client who offer similar services can get more focused on
winning business from each other than properly servicing the account.
• The marketing director must be expert enough about each niche to make an informed
decision in hiring an agency rather than championing the overall brand message.
• One uncooperative agency in the overall mix can undermine all of the other agencies.
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7. OUR BUSINESS
MODEL
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8. A STRATEGY AGENCY...
• We work with our clients to come up with an overarching strategy and message that is
communicated through all media.
• We work with existing agency partners and find new ones, then integrate them into this
strategy.
• We transcend traditional advertising:
‣ We’re social media pioneers, and involved with the latest tech startups
‣ We help launch some of the latest technologies that affect the marketing landscape
‣ We partner with world class talent agencies and content producers
• We organically intertwine new and old media and use it as a force multiplier making your
overall efforts greater than the sum of their parts.
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9. AN AGENCY SEARCH FIRM...
• There are consultancies who will help you through the process of finding an agency.
• Think of them as a dating service.
• Think of us as a marriage counselor.
• We’re there to make sure the relationship stays on track, in focus, and harmonizes well
with everyone.
• Our agency partners are used to working together and also understand the potential loss
of income beyond your account if they do not play well with others.
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10. A RECRUITMENT FIRM...
• Sometimes you don’t need an agency, but rather a focused, specific need.
• Recruitment firms make money on making placements.
• But if there are no placements to be made, they will sometimes “force” a square peg into a
round hole.
• This is easy - if the talent doesn’t work out, they simply don’t make their fee. They wouldn’t
have anyway if they provided no one.
• Essentially, they are beta testing on you and filling positions based on wishful thinking.
• As your strategic partner, we are there to gain from, and suffer from the consequences of
the talent we place.
• Our motives are aligned, therefore, you will get better placements.
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11. INTRODUCING
THE ÜBER AGENCY
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12. OVERARCHING MANAGEMENT
• Half Fiction manages the chaos of ever-changing media, consumer behavior and budgets.
• We work with you at the strategic level to make sure all aspects of your marketing are
working in harmony.
• Think of us as a marketing general contractor:
‣ If you’re doing a renovation on your house, you know what you want it to look like
‣ But you don’t want to pretend to be an expert on hiring plumbers, electricians, painters and carpenters
‣ We know how to find the best agencies and talent so you don’t have to.
• We’re the buyer’s agency: an über agency looking out for your best interests.
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13. BRILLIANT EXECUTION
• We’re not afraid to ask for the best, most brilliant execution possible from our partners.
• Because we’re working as your advocate – not trying to squeeze margins by running your
account with interns and nickeling and diming you on fees.
• We worked at big agencies and small agencies. We learned all their tricks.
• And now we’re here to put a stop to them, on your behalf.
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14. ABOUT US
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15. WHO WE WORK WITH
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16. OUR PROCESS
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17. LET’S GET STARTED
Marc Lefton
Partner
marc@halffiction.com
347-417-0793
Sunday, October 16, 2011