"Disrupt or Die. Are You Working With The Social Agency Of The Future?" by Gemma Craven, Head of Social@Ogilvy New York

1. Disrupt or Die.
Are You Working
With The Social
Agency Of The
Future?
Gemma Craven
EVP and Head of Social@Ogilvy New York
April 2013

2. What Does An Agency Do
Today?

3. Everything from iconic ads across mediums

4. To design & build of social / digital experiences

5. To bringing in extra manpower when needed

6. Driving networking and relationship growth

7. Aiming to drive fame and fortune for clients

8. “We sell or else..”
All with a client’s business in mind

9. But The World Has
Changed…Forever

10. A huge shift in how we receive information

11. And how we share it with others

12. With the world getting much smaller as it grows

13. Is this woman still influential?

14. Or is this man more important?

15. Consumers have a personal message shield

16. Business has also changed
– Mary Meeker disruption
of everything from how we
Everything is disrupted – Mary Meeker

17. Small business & crowd-funded projects are key

18. The world really is flat

19. 6 Key Traits Of The Social
Agency Of The Future

20. 1. As Agile As A Startup

21. From large scale spend to smaller more agile

22. From 1 x annual planning to ongoing
responsiveness

23. From agency knows best to embracing fandom
23

24. Social@Ogilvy client
Putting the fan in the marketing driving seat

25. 2. Understand Marketing
As A Utility

26. A move from extensive multi-platform content

27. To creating utility for each consumer

28. And understanding mobility as a behavior

29. 3. They Know The World Is
Flat

30. A program that starts here..

31. Will be seen by audiences here too

32. Innovation is coming from emerging markets

33. 4. They Have Lots Of Ideas

34. The Big Idea reigns supreme

35. Today’s Content
Marketing Is…
Yet we have new media consumption habits

36. And live in a multi-platform world
VW Smileage

37. We have moved from this…

38. To this

39. 5. They Co-Innovate And
Integrate

40. Hackathon culture should be at their core

41. Social co-innovation drives thinking

42. Understand paid, owned and earned media

43. Embrace data & contextual awareness

44. 6. They Are Always
Learning

45. Robert Cialdini

46. Duncan Watts

47. Paul Adams

48. And the smart people they meet at events..

49. This Is The Social Agency Of The Future

50. Thank You!
Gemma Craven
@gemsie
www.linkedin.com/gemsiecraven