In Search of Ad Agency 2.0

transcript

Searchonline advertising digital etc…

In search of digital thinking and ad agency 2.0

S.T.E.P. Turkish Advertising FoundationFebruary 13th, 2007

Cem ARGUN

February 2007, S.T.E.P.Turkish Ad Foundation Seminars © Cem Argun, TargetYouth

SearchVW “Crispin Porter Bogusky”

“Crispin Porter” excels at unconventional approaches, because it is “idea-centric versus being advertising-centric.”Kerri Martin, Director of Brand Innovation, Volkswagen of America

Translation: At Crispin Porter, the concept comes first, then the type of ad.

SearchIKEA agency.com

» IKEA hired Agency.com as its lead agency. Not only will the shop handle online responsibilities, it will create print and outdoor ads, too. IKEA said the interactive shop came up with the best campaign idea, involving print, outdoor, online and in-store TV commercials. Agency.com now aims to become IKEA’s main agency in the UK.

» Translation: Advertsiers think that thetraditional agency organization is outdated.

SearchAd Agency Deathwatch

» Will the ad agency as an institution soon becomeextinct?

» Will advertisingspecialists be extinct?

» Shall we wait and see?» Shall we do something?

Searchagencymatic

SearchAd man

» What do you do in life?» I’m in advertising.» What kind?» ?? *%&#$@@.

» Hmm… Internet? Digital?» We’re shooting mostly TV commercials…» We just do print…» Outdoor is enagaging…» Radio is great…

Searchweb strikes back

SearchWeb 2.0

Web 1.0» DoubleClick» Impression» Ofoto» Match.com» Akamai» Britannica» Homepages» Publishing» Content Management» Directory dependent» Directories (taxonomy)» Dial-up

Web 2.0» Google AdSense» Cost per click» Flickr» Friendster» BitTorrent» Wikipedia» Blogs» Sharing» Wikis» Search dependent» Tags (folksonomy)» Broadband

SearchJoost Social TV Ara

Searchmobile brodband 3G

Searchsocial democrat media

» Blog» Podcast» Videocast» Wiki» RSS

Searchrss paper

Searchword of mouth

SearchSecond Life is the Matrix

Search

Hey! Agency, just gimme peace! Quit!

Searchagency, ad agency

» Commissioner, broker…» Intermediate selling ad space…

» The world’s most conservative and ‘status quo’organization» 1950’s paradigm» Ad agency organization chart barely evolved since

1950’s …» Global mutinational pressure» Agencies changing by force!

Searchmartin sorrell wpp

» What keeps me awake at night, is the thought that somewhere,there are software engineers working in a garage, probably in Shanghai, who’ll disrupt things as we know it.

» Google is the frienemy» I won’t be disintermediated» We spend 20% of our time online,

according to Google or Yahoo so by logic, 20% of all dollars should be spent online.Martin Sorrell, CEO @ WPP (A.K.A. GOD)

» Share of Digital Media» World 7%» UK 14%» Turkey ?%

Searchmartin sorrell wpp sweating

» Google Adwords» Targeted, measurable online ad

marketplace» Transparent, fast, effective,

value for money» Accountable

» Pay per click» Pay per action?

» New endeavors for Google» Radio» Outdoor» TV» Newspaper» Cinema

» Threat for his media agencies!

Searchmartin sorrell wpp sweating

» User generated content / advertising» YouTube.com, Heavy.com,

Revver.com, etc…» Mozilla Firefox launch» SuperBowl 2007 ads

» Threat for his creativeagencies!

Searchdogan yayin holding myopia

» Dogan Yayin Holding targets classified leadership in Europe

» DYH acquired Trader Media East’s controlling stake forUSD 386 million .

TME Revenues93.3 m € Offline %96

4.0 m € Online %497.3 m € Totals

Searchgoogle as fast as god

» Google acquired YouTubein just 6 days

» It all happens at Denny’s!» God created the universe

in 6 days!

Oct 3d, 2006 @ Denny’s

Oct. 9th, 2006, 1,65 bn $

SearchGoogle swallow WPP

» World’s greatest ad agency?» World’s greatest media?» Say again? Search engine?

Searchonline advertising turkey

» Your searh - online advertising turkey – did not match a significant industry.

» Suggestions:» Question yourself» Proke advertsers» Shake ad agency bosses

» Failed? Keep up with half page print, 30” TV…

Searchonline offline advertising turkey

» TV is online media’s biggest competitor» 35 million TV audience 16 million web users» USD 1.1 billion // 50% share USD 15-20 million?» 90 min series, 30 min ads Boring banners?

» Entertainment? Advertising?

SearchCem Argun, look who’s talking

» Plunged into the industry as early as high-school years. Soon suspected that advertising deserved far better than terms like “15%”, “rebates”, “30 seconds” & “half-page”.

» Tried to quench his curiosity by acquiring a diverse experience covering conventional advertising, direct marketing, CRM, online marketing, mobile marketing, demographic marketing.

» Proud alumni of Saint Joseph High School, Bilkent University Business School, BBDO, Y&R, Wunderman.

» Tried and failed his own interactive agency in 1997, during the first wave.

» Team Ford group leader at Wunderman,he integrated advertising, direct marketing & CRM projects. After asuccessful Ford Focus launch, he led the Zagallo project, the country’s first advergame and guerilla launch forFord Ka.

» Joined Dogus Print Media as VP of Proven success usingunconventional methods for magazine publishing and marketing. His team made National Geographic Turkey, byfar the most selling consumer magazine in the country

» Acted as freelance consultant for several online marketing and web projects

» Co-founded TargetYouth in 2002, with aim of offering a newperspective to the marketing communications industry.

Cem Argun

cargun@TargetYouth.comcargun@gmail.com

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In Search of Ad Agency 2.0

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