4A's Transformation 2014 - March 17 - Marc deSwaan Arons, CEO, Effective Brands

PowerPoint Presentation

Imagine 2020

Quite Close

UrbanizationSustainabilityTechnologyNew economiesThe Marketing World

Speed

Transparency

Transparency & SpeedTransparency & Speed

Transparency

GenerationWHY

NGOsWHAT we do has changed dramatically

HOW we are organized has not

250 CEOs and CMOs in 10 markets

10,231 marketing participants from 92 countriesClient

Opportunities & ChallengesMarketing2020

Collaborating for New SolutionsSocialGlobalizationPurposeOpportunity to Influence

Doing More with LessPrivacyTouch-Point ConsistencyInternal SilosInfobesity

Personally Staying Current

Marketing / Agency Roles

Global ConsumersPartnersLocalAgencies

Unleashing the value of Agencies as Idea Generating IntermediariesAgency2020- Strategy- Structure- CapabilityAgency2020Vision Interviews with 75 Thought-Leaders

Michael WegeCMOThe Hershey Company

Clients

Partners

Patrick HarrisDirector, Global Agency DevelopmentFacebook

Susan CredleChief Creative OfficerLeo Burnett Worldwide

Creative Agencies

Rob NormanChief Digital Officer GlobalGroupMMedia Agencies

Jenny HoffmanManager, Agency DevelopmentMEC

Agency Millennials

MaryAnn BrennanSenior Director, Global Procurement Mattel

ProcurementOnline Survey: 725 Respondents

Agency Profile

TypeWork ExperienceCurrent Position The World according to

AGENCIESAgency2020

Half Full or Half Empty?

Client TrustValue of CreativityBusiness ModelNew Solutions

Big DataProgrammatic MediaTechnologyMillennials

EmbracingChange

Agency & Client Agree on Top Trends

But not on Level of Agency Response

What does It Take to Win?

3-Year Revenue Growth

Validation

Over-Performers

MORE Focused on New Agency Revenue Streams

MORE focused on Collaboration

MORE responsive to Trends

*Top 2 boxes - % who responded more radical/radicalLESS Focused on Measurement & ROI

LESS Focused on Budget Restrictions

So . What does It Take to Win?

Marketing2020 Effectiveness FrameworkBig InsightsPurposeful PositioningTotal ExperienceThe WHATBig InsightsPurposeful PositioningTotal Experience

Big Data57

Big InsightsPurposeful PositioningTotal Experience


Big InsightsPurposeful PositioningTotal ExperienceAgency2020 WHATAgency2020Big Insights

i

I

Big Insights

ClientCreativeMediai

I

Big Insights

ClientCreativeMediai

I

Big Insights

ClientCreativeMedia

Agencies Think They Get It Clients arent so Sure

NewCompetitors

67Proving Value

Over-Performers Excel

**

Size Matters

70

Purposeful Positioning

Clients Feel More Purposeful

IndustryReputation

Agencys Positioning Misunderstood

Not clear that Agencies are purposeful

Again, Over-Performers Win

Total Experience

DEPTHPersonalizationBREADTH# of Touch Points

2013 EffectiveBrandsBrand Value in a Digital Age Clients Need Strategic Support

And are used to paying for it

$ $ $ $ $ $ Business Marketing Communication

Marketing2020 Effectiveness FrameworkBig InsightsPurposeful PositioningTotal ExperienceThe HOWOrganizing for GrowthConnect

Big InsightsPurposeful PositioningTotal ExperienceAgencies Going from Silos

Big InsightsPurposeful PositioningTotal ExperienceAgencyLeadClient LeadCreativeBoardFinancePlanningIntegrationR&DExecutivesFinanceMarketingDigitalTo Connected Networks

Big InsightsPurposeful PositioningTotal ExperienceAccount ManagerClient ContactCreativeBoardFinancePlanningDigital R&DExecutivesFinanceMarketingDigital85

Inspire

Big InsightsPurposeful PositioningTotal ExperienceInstead of Celebrating What We Do

Big InsightsPurposeful PositioningTotal ExperienceIdeasStorytellingGreat ContentCelebrating What We do for the World

Big InsightsPurposeful PositioningTotal ExperienceSimplifying

Access

Self-Esteem

SharedMetrics


Over-Performers: New Metrics

Big InsightsPurposeful PositioningTotal ExperienceOrganize


Winning Clients are Collaborating with More Agencies

Big InsightsPurposeful PositioningTotal ExperienceSource: Marketing2020 DataLack of Clarity on Roles is a Major Issue Challenge


From P&L Silos


To Networked Collaboration


GarageTeam MazdaColgateRed FuseTeam DetroitTeam Nestle

Big InsightsPurposeful PositioningTotal ExperienceAll WPP organizing for the client needs 96

Lets Talk Millennials


Over-Performers Win with Millennials

Big InsightsPurposeful PositioningTotal ExperienceUnleashing Global Marketing PotentialAgency2020 Initial Quant Debrief Page #Millennial Motivators


MentorshipCollaborationBalanceTransparency


Purpose

Big InsightsPurposeful PositioningTotal ExperienceMillennial De-Motivators


HierarchyRigidityThe Accepted PathThe Excel Effect


Clear Career Paths

Big InsightsPurposeful PositioningTotal Experience* % Fully agree/ agreeUnleashing Global Marketing PotentialAgency2020 Initial Quant Debrief Page #Build


Agencies Feel Equipped Clients Not Convinced


There are Some Clear Areas to Focus on


Over-Performers are More Equipped


Over-Performers train more


and better


Agency2020 EffectivenessBig InsightsPurposeful PositioningTotal Experience

What can you doTomorrow? Winning in 2020 or 2015


Lead by Example

Think Integration

115Not Hand-Off

Think HolisticCelebrate the Industry

118Your Clients Need You

You Have the Talent

You have Proven Ability

You are Admired69% of consumers think that advertising has the power to change the world*Source: McCann The Truth About Advertising Transformation 2013 You can Completethe Puzzle

So, Whats Holding You Back?

Go for it!125Thank [email protected]@mdeswaanarons

Date post:	14-Sep-2014
Category:	Marketing
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