A session from ad:tech Chicago led by Noah Brier and Paul Woolmington (Naked Communications New York) -- http://www.houseofnaked.com

1. • Tuesday, 5:00 - 6:00pm
The Great Re-bundling Debate: Should
Media and Creative Come Back Together?
WORKSHOP FACILITATOR:
Paul Woolmington Naked Communications
Noah Brier Naked Communications

2. THE RULES
• Be nice . . .
• But don’t be afraid to challenge
• Interrupt at any point
• Talk to each other

3. THE AGENDA
• Definitions
• History
• Pros & Cons
• New models
• Rules of engagement

4. UNBUNDLED
• Agencies that specialize is a particular part of the
marketing puzzle. This can be as broad as media/
creative or as narrow as SEO.

5. BUNDLED
• An agency where media, strategy, creative and
(increasingly) technology is all housed under one roof.

6. HOLDING COMPANY
• Lots of unbundled/bundled agencies living within a
larger organization.

7. HOW DID WE GET HERE? VOL. 1
• Media agencies were tired of getting pushed around
and decided to take their expertise (and money)
elsewhere.

8. HOW DID WE GET HERE? VOL. 2
• The endless spectrum of digital made specialization
even more of a necessity.
• At the same time, the blurred lines between media and
creative made us wonder if re-bundling made more
sense.

9. THERE’S NO ONE ANSWER
• Like most things, it ebbs and flows.

10. PROS AND CONS

11. FOOD FOR THOUGHT
• How do you integrate?
• Which structure is more objective?
• Where does digital fall into the mix?
• Integrated vs. holding company
• Role of client vs. agency

12. RULES OF ENGAGEMENT
• “A clear strategic focus”
• “Clearly defining agency scopes”
• “Frequent and open agency feedback”
• “Training and strategic engagement of our agency
partners”
• “Recognizing and celebrating successes”
SOURCE: “Maximizing unbundled agency performance - a case study.”
Lisa Wellington, The Advertiser, February 2006, pp.22-24

13. NEW MODELS?
• Executive Producer
• Client-controlled

14. thanks for coming.
love,