Few & Long or Many & Quick

How advertising needs to change not only its product but is process

WARC

March 2009

OgilvyOgilvyEntertainment

Ogilvy Labs

Hong Kong

Digital

Saatchi & SaatchiFounder

Agency Republic

Agency.com

Interactivemarketingtrends blog

American Express

DHL

Planner

Suit

British Airways

Innovation

BT

Mobile Marketing

Marketing Consultant

Social Media

www.slideshare.net/gilesrhysjones

Giles Rhys Jones

Slineffective

slow

expensive

poor creative

inefficient

not innovative

old big

360everywhere

network

But The World Is Changing…

• Due to deep changes in technology, demographics, business, the economy and the world, we are entering a new age in which people take part in the economy like never before.

• The growing accessibility of information technologies puts the tools required to collaborate, create value and compete at everybody’s fingertips. Not only consumers but advertising agencies, marketers and their staff.

• While hierarchies are not vanishing, profound changes in the nature of technology, demographics and the global economy are giving rise to powerful new models of production based on community, collaboration and self-organization rather than on hierarchy and control.

• Smart companies are encouraging, rather than fighting, the heaving growth of massive online communities. As a growing number of firms see the benefits of mass collaboration, this new way of organizing will displace the traditional corporate structures as the economy’s primary engine of wealth creation.

Web 2.0

7/3/8

Web 2.0

WRITE

Web 1.0

READ

Evolving Consumer

MECREATE

CONTROL

COLLABORATECHALLENGE

AUDIENCE EXPERIENCE

EVERYWHERE

EXCHANGE

EVANGELISM

Marketing Changing

Marketing 2.0 Needs Agency 2.0

• Linear process

• Siloed departments

• Siloed disciplines

• Cross country issues

• Moving parts increases

A Few Have Tried

But Now Is The Time…

OLDSTATUS

QUO

NEW STATUSQUO

FOREIGNELEMENT

TRANSFORMINGIDEA

INTEGRATION &PRACTICE

CHAOS

TIME

EFFE

CTI

VEN

ESS

McKinsey, Leading Through Uncertainty, December 2008, Bryan &Farrell

“This may be the time to destroy the vertical organizational structures, retrofitted with ad hoc and matrix overlays, that encumber companies large and small.

Such structures can burden professionals with several competing bosses. Internecine battles and unclear decisions are common.

Turf wars between product, sales, and geographic managers kill promising projects. Searches for information aren’t productive, and countless hours are wasted on pointless e-mails, telephone calls, and meetings. “

Agency 2.0

CROWDSOURCE

PARTNER ECOSPHERE/UBER-PRODUCERS

INVESTMENT MKTG

SKILL/WILL

FLUID

Few & Long

#1 Google image result: advertising creatives

Many & Quick

8.5.2007 Sami Viitamäki

“The act of taking a job traditionally performed by a designated agent and outsourcing it to an undefined, generally large group of people in an open call.”

Jeff Howe

Crowdsourced Research

Crowdsourced Product

Crowdsourced Selection

DoritosCrash The Superbowl

DoveAcademy Awards Cream Oil

ChevyTahoe Apprentice

Quirk’s Idea Bounty

Red BullArt of Can

Crowdsourced Campaigns

Brainz

Ogilvy’s Internal CrowdsourcedAdvertising Process

Crowdsourced ExampleKodak Snow Stories

•

Text “Ogilvy”to 60999

WebsiteVillage Installation

Mobile App

Multinational, Divergent Cultures, Approaches, Attitudes & Disciplines = Interesting Solutions

The First 48 Hours Critical to Gathering Information & Responding to Brief

BRIEF 48 HOURS

TIMEA

BIL

ITY

TO S

ELL

IN A

RA

DIC

AL

IDEA

Asyncronous Brainstorm Allows The Use of Otherwise Redundant Slivers of Time on Your

Agency 2.0

CROWDSOURCE

PARTNER ECOSPHERE/UBER-PRODUCERS

INVESTMENT MKTG

SKILL/WILL

FLUID

A. G. Lafley - CEO, Procter & Gamble

“No company today, no matter how large or how global, can innovate fast enough or big enough by itself. Collaboration - externally with consumers and customers, suppliers and business partners, and internally across business and organization boundaries - is critical. “

Uberproducer/Ecosphere

CentralManagement

Creative & Strategy

In HouseProduction

Uber Producers

3rd PartyProduction Specialists

Ecosphere

Ogilvy’s Ecosphere Management Tool OgilvyDigital Black Book

Ogilvy TeamRate Suppliers

SupplierCase Studies

SearchableTags3rd Party

Suppliers SubmitProfiles

Specialists

Uberproducer/Ecosphere ExampleFanta Stealth Sound System

www.m.fanta.euVideo Ad

Agency 2.0

CROWDSOURCE

PARTNER ECOSPHERE/UBER-PRODUCERS

INVESTMENT MKTG

SKILL/WILL

FLUID

80/20 Investment Marketing

MARKETING OBJECTIVES

80% 20%

PROVEN VEHICLES EXPERIMENTS

MESSAGE

MEDIA

SPENDS

MEDIA, MESSAGE, SPEND MIX

WELL STRUCTURED TEST PROTOCOLS

80/20 Investment Marketing ExamplesOgilvy Lab

Ogilvy Mobile Day

Ogilvy Labs

Ogilvy Black Hole

Agency 2.0

CROWDSOURCE

PARTNER ECOSPHERE/UBER-PRODUCERS

INVESTMENT MKTG

SKILL/WILL

FLUID

“The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn”

Alvin Toffler “Rethinking the Future”

REWARDRETRAIN

ENTHUSEMIGRATE OUT

HIGHLOWH

IGH

LOW

DOING GOOD DIGITAL WORKNOT DOING DIGITAL WORK

DOING AVERAGE DIGITAL WORKNOT DOING DIGITAL WORK

ATTENDING TRAININGACTIVE IN WEB 2.0

NOT ATTENDING TRAININGNOT ACTIVE IN WEB 2.0

SKILLW

ILL

ATTENDINGTRAININGACTIVE IN WEB 2.0

Skill & Will Cull

NOT ATTENDING TRAININGNOT ACTIVE IN WEB 2.0

Marketing 2.0

EXPERIENCE

EVERYWHERE

EXCHANGE

EVANGELISM

EXCHANGE

Consumer 2.0

CREATE

COMMUNITY

CHALLENGE

CONTROL

PARTICIPATE

Web 2.0

WRITE

Agency 2.0

CROWDSOURCE

PARTNER ECOSPHERE/UBER-PRODUCERS

INVESTMENT MKTG

SKILL/WILL

FLUID

THANK YOU

GILES.RHYSJONES@OGILVY.COM

www.slideshare.net/gilesrhysjones

http://interactivemarketingtrends.blogspot.com