11. People will choose the option that most easily delivers adequate business results with maximum personal benefits
12. And to complicate things The agency world is now at its most complicated
13. And the big challenge The ultimate decision-maker is the client but they nearly always only make decisions based on what’s presented to them by the media agency
14. What I’d do if I was you (which I’m not - just in case you were wondering)
15. 1 Get closer to clients without putting the agencies offside * (business vested interest: deals and relationships) * * (personal vested interest: being the smartest in the room) *
16. 2 Get closer to the agencies – but it will take time and possibly a different culture
17. 3 Make it easier to buy both more and more effective placements on the web (You do this already though, right? Through one contact point?)
18. 4 Show how your brand uniquely benefits brands – and isn’t just a cool brand for a marketer to buy
19. 5 Own the elephant in the room: talk about the best mix of PAID and UNPAID involvement with YouTube
20. 6 Even better than the previous point: Provide bigger solutions for online content or online video out of YouTube (eg video syndication)
21. 7 Prove against competitors that money on YouTube leads to better outcomes
22. 8 Create different advertising models – the ones we’d expect from Google
23. 9 If you can’t do any of the other points then you have to win on value
24. “ OMG YouTube is so awesome. Why don’t agencies give us more money?” My answer There isn’t currently a compelling business or personal reason to give you more money So, if we started here:
27. Strategy at its simplest is an informed and measurable point of view ( opinion , even) about where a company needs to go in the future (not always to go brilliantly)
28. At a high level, in the agency world Brand strategy Channel strategy What a brand is about and for whom How a brand behaves and how people can interact with it
29. Brand strategy at its simplest takes something unique and motivating about a brand and connects it to a human insight ( an unspoken human truth ) so that people relate to the brand and feel they need its products
31. Back to the point How not to sell to a strategist Answer: Sell to a strategist
32. What we need Relevant and local statistics Case studies Really creative examples (that worked and are affordable) for the creative teams Help managing the ‘newness’ of it all with clients A reason for the media agency to recommend it More marketers talking about it marketers convince other marketers better than anyone else
33. I’m finished now But my opinions live on at @markpollard and www.markpollard.net