Gemma Craven EVP and Head of Social@Ogilvy New York

April 2013

Disrupt or Die. Are You Working With The Social Agency Of The Future?

What Does An Agency Do Today?

Everything from iconic ads across mediums

To design & build of social / digital experiences

To bringing in extra manpower when needed

Driving networking and relationship growth

Aiming to drive fame and fortune for clients

“We sell or else..”

All with a client’s business in mind

But The World Has Changed…Forever

A huge shift in how we receive information

And how we share it with others

With the world getting much smaller as it grows

Is this woman still influential?

Or is this man more important?

Consumers have a personal message shield

Business has also changed – Mary Meeker disruption of everything from how we

Everything is disrupted – Mary Meeker

Small business & crowd-funded projects are key

The world really is flat

6 Key Traits Of The Social Agency Of The Future

1. As Agile As A Startup

From large scale spend to smaller more agile

From 1 x annual planning to ongoing responsiveness

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From agency knows best to embracing fandom

Social@Ogilvy client

Putting the fan in the marketing driving seat

2. Understand Marketing As A Utility

A move from extensive multi-platform content

To creating utility for each consumer

And understanding mobility as a behavior

3. They Know The World Is Flat

A program that starts here..

Will be seen by audiences here too

Innovation is coming from emerging markets

4. They Have Lots Of Ideas

The Big Idea reigns supreme

Today’s Content Marketing Is…

Yet we have new media consumption habits

VW Smileage And live in a multi-platform world

We have moved from this…

To this

5. They Co-Innovate And Integrate

Hackathon culture should be at their core

Social co-innovation drives thinking

Understand paid, owned and earned media

Embrace data & contextual awareness

6. They Are Always Learning

Robert Cialdini

Duncan Watts

Paul Adams

And the smart people they meet at events..

This Is The Social Agency Of The Future

Thank You!

Gemma Craven @gemsie www.linkedin.com/gemsiecraven