nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Social Media + Advertising AgenciesThe Role of Advertising Agencies & PR Firms in a Social Media Driven World

Conversation Reminder

Source: amctv.com

@NickWestergaard

#UIMKTG

Social Media & Advertising Agencies‣ History–Today

‣ What Agencies Can Do with Social

‣ Types of Social Media Agencies

‣ Best Practices

‣ The Path Ahead

1

History

Source: baekdal.com/analysis/market-of-information

Local Marketplace

The Birth of the Ad Agency

Source: Hubspot

Source: Hubspot

Source: Hubspot

Source: Hubspot

Photo via Flickr johanooman

Agent of a Principal

Photo via Flickr user .reid

End of an Era? (or Is It?)

“– seth godin

“You can’t interrupt or YELL your way to WINNING.”

Photo via Flickr user caccamo

Conversations vs. Ads

Photo via Flickr user hillary h

Services vs. Media (and Platform)

2

How Agencies Can Help with Social Media

Photo via Flickr user thegarethwiscombe

More Than a Tweet Monkey

Photo via Flickr user .hillsieboy

Could Serve as Training Wheels

How Can Agencies Help Businesses with Social Media‣ Strategy

‣ Program Launch

‣ Training & Education

‣ Execution — Campaigns vs. Long-Term Management

‣ Content Development

Photo via Flickr user JoshBerglund19

STRATEGY:

Program Launch

Photo via Flickr user .reid

EXECUTION:

Campaign vs. On-Going

Source: amctv.com

EXECUTION:

Still Acting as Agent

Photo via Flickr user tamburix

Content Development

Photo via Flickr user coolmikeol

EDUCATION:

Training & Development

3

Types of Social Media Agencies

Photo via Flickr user OnTask

Blurred Lines

Photo via Flickr user magerleagues

“No One Gets Fired for Hiring Ogilvy”

Big Shops Are Big Players

Pure-Play Social Media Agencies

Digital Is a Major Part of Revenue

Big Part of Agency Staffing

AGENCY TREES REVENUE ESTIMATES

> All revenue is from company reports, estimated by R3 for Full Year 2013

> Japanese agencies are based on Calendar 2013

> For private companies, revenue is R3 estimate

> Conversions to US$ is as Dec 13th, 2013

www.r3ww.com

GLOBAL2014

(Revenue US 1,144M)Alliance Data

EPSILONCatapult

Epsilon

E-Graphics Worldwide

Designory

DDB Worldwide

DDB

Live

Proximity Worldwide

Clemenger Group

(Revenue US 14,600M)

Juniper Park

BBDO WORLDWIDE

TBWA\WORLDWIDE

DDB WORLDWIDE

OTHER OMNICOM SHOPS

Organic

OMNICOM

TBWA Worldwide

Being

BBDO Worldwide

BBDO

Energy BBDO

InterOne

Alma

DDB Health/DDB Remedy

Interbrand

Red Urban

Roberts & Langer DDB

Rodgers Townsend

Spike DDB

TracyLocke

Tribal Worldwide

Uproar

RAPP

Kern Organization

Fame

Integer Group

TBWA Digital Arts Network

Zimmerman Advertising

TBWA/WorldHealth

CAHG

OMNICOM MEDIA GROUP

OMD Worldwide

PHD

Novus Media

OMG Entertainment & Sports

OMG Outdoor Media Group

Icon International

Resolution Media

Team Ignition Pancultural Marketing

FLEISHMANHILLARD

FleishmanHillard

GMMB

Marketing Arm

Marketing Arm

Fanscape

CDM Group

KETCHUM

Ketchum

AgencyRx

CDM New York

CDM Princeton

CDMiConnect

Entree Health

SSCG Media Group

180 Amsterdam/180LA

Agency720

Alcone Marketing

AMCI

Bernard Hodes Group

Biolumina

Colangelo

Cone Communications

Critial Mass

Dieste

Direct Partners

Doremus

Downtown Partners Chicago

Emanate

Evolution Bureau

Flashpoint Medica

Footsteps

GMR Marketing

Goodby, Silverstein & Partners

Grizzard Communications Group

GSD&M

Harrison & Star

Hornall Anderson

Javelin Marketing Group

Latin Works

LLNS

Marina Maher Communications

MarketStar

Martin Williams

Merkley & Partners

Platnum Rye Entertainment

Porter Novelli

Russ Reid Co.

Serino/Coyne

Siegel & Gale

SportsMark

Targetbase

(Revenue US 9,517M)Publicis Groupe

Publicis Modem

Publicis Worldwide

PUBLICIS WORLDWIDE

Leo Burnett Worldwide/Arc

Lapiz USA

Amazon Advertising

LEO BURNETT WORLDWIDE

Saatchi & Saatchi X

Saatchi & Saatchi

SAATCHI & SAATCHI

Team One

Conill

OTHER PUBLICIS SHOPS

MSLGROUP

Kekst & Co.

Winner & Associates

PBJS

MSLGROUP

DigitasLBi

MRY

Phonevalley

DIGITASLBI

STARCOM MEDIA VEST GROUPStarcom USA

Big Fuel

Spark SMG

Tapestry

MediaVest USA

MV42

SMG Performance Marketing

ZENITHOPTIMEDIA

Zenith Media USA

Moxie

Ninah

Performics

Optimedia International U.S.

Razorfish

Denuo

RAZORFISH

Bartle Bogle Hegarty

BARTLE BOGLE HEGARTY

Monterosa

Bromley Communications

Burrell Communications Group

Fallon

Media & Regies Europe

Rokkan

Rosetta

Team Sprint

VivaKi

(Revenue US 7,120M)INTERPUBLIC

McCANN WORLDWIDE

IPG MEDIABRANDS

McCann Erickson Worldwide

Avrett Free Ginsberg

Campbell Mithun

Casanova Pendrill

Compass Point Media

Fitzgerald & Co.

Fortune Promoseven

FutureBrand

Gotham

Martin Agency

MRM

TM Advertising

Momentum Worldwide

PMK-BNC

Weber Shandwick

DeVries Global

McCann Healthcare

McCann Health

McCann Echo Torre Lazur

McCann RCW Healthcare

McCann Regan Campbell Ward

McCann Torre Lazur

FCB

LOWE+PARTNERS WORLDWIDE

Lowe & Partners

Deutsch

DLKW Lowe

Huge

ICC Lowe

UM

Initiative

Ansible

BPN

Cubocc

ID Media

Magna Global

Media Partnership Corp

NSA Media

Orion Holdings

Orion Printing

Orion Trading

Outdoor Advertising group (OAG)

Peprise Media

Shopper Sciences

Spring Creek Group

OTHER IPG SHOPS

Wahlstrom

Accentmarketing

Advantage International

Campbell Ewald

Carmichael Lynch

Dailey

Erwin Penland

GolinHarris

Hill Holliday

IW Group

Jack Morton Worldwide

Mullen

Octagon

Rogers & Cowan

Tierney

(Revenue US 6,390M)Dentsu Aegis Network

Dentsu

DENTSU

DENTSU NETWORK360i

Attik

Dentsu America

Firstborn

McGarryBowen

Mitchell Communications Group

Steak

Carat

Clownfish

Copernicus Marketing Consulting and Research

AEGIS MEDIA

iProspect

Isobar

JumpTank

Mitchell & Partners

Posterscope

Team Epic

Vizeum

Catchstone

WonderAd

(Revenue US 2,090M)Hakuhodo DY

HAKUHODOMJW Hakuhodo

Daiko Advertising

DAIKO ADVERTISING

Yomiko Advertising

YOMIKO ADVERTISING

Hakuhodo DY Media Partners

HAKUHODO DYMEDIA PARTNERS

(Revenue US 1,150M)MDC Partners

MDC PARTNERS

72andSunny Partners

Allison & Partners

Anomaly

Colle & McVoy

Concentric Health Experience

CP&B

Doner

Dotbox

Hello Design

Henderson Bas Kohn

HL Group

Laird & Partners

Mono

Redscout

Relevent

Sloane & Co.

Source Marketing

TargetCom

Team Enterprises

Vitro

Yamamoto

KBS+

KBS+

Kwittken & Co.

Media Kitchen

Varick Media Management

MAXXCOM GLOBAL MEDIA

Integrated Media Solutions

RJ Palmer

TargetCast

(Revenue US 638M)CHEIL

CHEIL WORLDWIDECheil Worldwide

Barbarian Group

Beattie McGuinness Bungay

McKinney

Cheil OpenTide

Bravo Asia

A G E N CY FA M I LY T R E E T O P 1 0

(Revenue US 18,370M)WPP

A. EICOFF & CO

ACCELERATION

ALLIANCE

BLUE STATE DIGITAL

BUCHANAN COMMUNICATIONS

BDG ARCHITECTURE + DESIGN

CLARION COMMUNICATIUONS

CLOVER PARK GROUP

COLEY PORTER BELL

DEWEY SQUARE GROUP

PBN HILL + KNOWLTON STRATEGIES

PRIME POLICY GROUP

PRISM GROUP

QGA

RLM FINSBURY

ROCKFISH

SALMON

SANTO

SCHOLZ & FRIENDS

SOHO SQUARE

TEAM DETROIT

THE DATA ALLIANCE

THE FARM GROUP

THE FOOD GROUP

THE GEPPETTO GROUP

UNITED VISIONS

DIALOGUE

DIGIT

DMOLLAN/HEADCOUNT

DOVETAIL

EWA

F.BIZ

GCI HEALTH

GHG

HERING SCHUPPENER

HOGARTH WORLDWIDE

MANDO

MAXX MARKETING

METRO

MJM

MOSAICAMD

OHAL

PACE

THE MEDIA INNOVATION GROUP

ASSOCIATE

ADK

HS Ad

john st.

Scangroup

The Jupiter Drawing Room

United Network

Chime Communications PLC

Barrows

Brierley & Partners

Grass Roots

High Co

Smollan Group

UniWorld

JMI

Fabric Worldwide

Johannes Leonardo

Syzygy

Globan

Visible

JOINT VENTURE

Dentsu Y&R

M/Six

OOT

INVESTMENT

FullSIX

Imagina

MRC

The Weinstein Company

Ace Metrix

eCommera

In Game Ad Interactive

Invidi

HDT Holdings Technology

Jumptap

mySupermarket

Moment Systems

Say Media

SFX Entertainment

Vice Media

WildTangent

24/7 MEDIA

9INE SPORTS & ENTERTAINMENTOgilvyOne Worldwide

OgilvyAction

Ogilvy CommonHealth Worldwide

Ogilvy Government Relations

Ogilvy & Mather Advertising

Ogilvy Public Relations

OGILVY GROUP

Ogilvy Primary Contact

Bates CHI & Partners

Feinstein Kean Healthcare

G2

Wing

Grey

GREY GROUP

Young & Rubicam

YOUNG & RUBICAM GROUP

Wunderman

Wunderman

AGENDA

Adpeople

Actis Wunderman

Aqua

Blast Radius

Designkitchen

Kassius

KBM Group

These Days

TAXI

Burson-Marsteller

Cohn & Wolfe

Penn Schoen Berland

Landor Associates

Sudler & Hennessey

iconmobile

RTC

Studiocom

VML

Bravo

K&L

Banner Corporation

G2 Branding Design

G2 Interactive

G2 Direct & Digital

G2 Promotional Marketing

GROUP M

Mindshare

MediaCom

MEC

Maxus

Catalysyt

Xaxis

Quisma

KR Media

Outrider

TENTHAVENUE

Tenthavenue

Forward

Joule

Kinetic Worldwide

Spafax

KANTAR

Kantar

Kantar Health

Kantar Japan

Kantar Media

Kantar Operations

Kantar Retail

Kantar WorldPanel

Added Value

Center Partners

IMRB International

Lightspeed Research

Millward Brown

The Futures Company

TNS

HILL+KNOWLTON STRATEGIES

Hill + Knowlton Strategies

Blanc & Otus

Wexler & Walker Public Policy Associates

B to D Group

Addison

FITCH

Lambie Nairn

PeclersParis

The Brand Union

The Partners

VBAT

AKQA

POSSIBLE

Neo@Ogilvy

JWT

JWT

JWT Inside

Digitaria

Lunchbox

HeathWallace

FCB

Hacker Group

R/GA

Rivet

FCB Health

Area 23

Hudson Global

Neon

(Revenue US 2,426M)HAVAS

Havas Worldwide

HAVAS WORLDWIDE

Havas PR

Havas Health

Victors & Spoils

HAVAS MEDIA GROUP

Havas Media

Cake Group

Ignition

ARNOLD WORLDWIDE

Arnold Worldwide

MARKETING SERVICES

TECHNOLOGY

DIGITAL

PRODUCTION SERVICES

ADVERTISING

MEDIA

RETAIL MARKETING

EMPLOYER BRANDING

FINANCIAL SPECIALIST

SEM

JOB-RECRUITMENT

CRM

AGENCY GROUP

HEALTHCARE

CORPORATE/B2BRESEARCH

PR

REAL ESTATE MARKETING

EVENT MARKETING

POLITICAL SPECIALIST

BRANDING & IDENTITY

ENTERTAINMENT MARKETING

MOBILE MARKETING

Photo via Flickr user Cloudberry Communications

PR Is a Good Fit

Photo via Flickr user .reid

LONG RUN:

Social vs. Digital

4

Best Practices

Social Media Success Factors

‣ Services Defined — What social media services does the

agency offer?

‣ Services to Market — How are these services sold?

‣ Execution — How are these services staffed?

‣ Integration — How are digital efforts tied to work in other

channels/with other agencies?

‣ Measurement — How are efforts evaluated?

The Big List of Social Services

‣ Customer Service/Community — social listening,

reputation mgmt, community creation & mgmt

‣ Conversion Optimization — web analytics, funnel

evaluation, conversation analysis

‣ Social Marketing — social media audit, social strategy

planning, social metrics/dashboards, campaign execution

‣ Social Advertising — PPC social ads

‣ Social Business — employee social guidelines, internal

communities, employee advocacy programs

Source: ConvinceandConvert.com

Additional Digital Services

‣ Content — persona development, content plan, content

execution, mobile content audit

‣ PR 2.0 — influencer ID & outreach, social crisis planning

‣ SEO – SEO audit, keyword analysis

‣ Email — email audit & testing, email lifecycle strategy,

email delivery/optimization

Source: ConvinceandConvert.com

Source: amctv.com

SELLING SOCIAL:

A Job for Everyone

EXECUTION TOOLS:

Technology/SAAS

EXECUTION TOOLS:

Conversation/Content Calendars

INTEGRATION TOOLS:

Channel Plan

}

MEASUREMENT TOOLS: Social Scorecard

What’s the ROI of Social?

Photo via Flickr user tnarik

5

The Path Ahead

“– lee clow, chairman and global director, tbwa\worldwide

“The Reality of the New Media World is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers, it can become irrelevant. It can be ignored, or even become a focal point for online contempt.”

“– paul roetzer, author of the marketing agency blueprint

HYBRID AGENCIES will come to rule the marketing world.

These emerging leaders are tech savvy, offer integrated services, hire and retain versatile talent, and profit from diversified revenue streams. They thrive on change, and continually apply shifts and advances in technology to strengthen their businesses, evolve their services, and deliver greater value to clients. As change velocity accelerates, traditional agencies unwilling or unable to adapt will quickly be left behind.”

Further Reading

Other Agency Considerations

‣ Integration will be key with agency collaboration and

consolidation

‣ Measurement will be universal, NOT just digital

‣ The more things change ...

‣ Clients looking for digital sherpas

“Stay Trendy, My Friends.”

nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard