What the Agency of 2020 Looks Like

The Agency of 2020

What marketing will look like in 10 years’ time*

*The crackpot opinion of one agency boss

Let’s get to know each other

Digital has changed marketing.

Because digital is different

“...we have found that because people spend microseconds before they make decisions on the internet, being plain spoken really works”

@dlawee | David LaweeVP Corporate Development at Google

Consumers are in control

Digital is local…

Just over 8 millionSouth Africans online

11 million South Africans have had an internetexperience on a mobile phone .

6 586 260 Egyptians

3 799 340 South Africans2 991 200 Nigerians1 037 860 Kenyans

But above all, digital is NOT a channel. And that changes everything.

Digital fills every facet of our lives

What is the impact of all this on the marketing/advertising/communications industry?

The biggest agencies 40 years ago

The biggest agencies 20 years ago

Then the web happened

The biggest agencies today

It took a external economic change to achieve this

And now that digital is taking root in our lives, the change is happening faster

In developed economies, marketing spend on digital is nearing 40%

SA is only about 4%, but growing fast

4 actors in the marketing game

The Big Dogs

The Specialists

The New Kids on the Block: digital agencies

…and of course the beautiful, adventurous Client with their precioussssssss budget

Who, at the end of the day just wants one thing

Prediction: The term “digital agency” won’t exist in 2020

Agencies that aren’t digital will be dead

At the moment we’re all frenemies in the quest for the client

But the Big Dogs and the New Kids are on a collision course

With scale, resources and deep Client relationships, the Big Dogs definitely have the upper hand

The New Kids are small and learning as they go, but they are native to this new marketing paradigm.

Digital is in the way they think

The Big Dogs will build and mostly buy their digital competencies.

The New Kids will do the same from the other direction although they will mainly build.

Who will be the victor?

Can an immigrant become a native?

Can David beat Goliath?

It is not the strongest species that survive nor the most intelligent, but ones most responsive to change.

Darwin

So what will the agency of 2020 look like?

They will work on performance

To get this right, they will be data driven

They will look at creativity differently

Idea

Aesthetics

Tech

The agency of 2020 will understand how to create, curate and communicate content

Because through brand platforms, their clients will increasingly become publishers

OWNEDOWNEDEARNEDEARNEDPAIDPAID

3 types of media

• Your website• Your Facebook

page• Your Twitter

stream• Your database• Your physical

store• Your events• Your brochures

• Your website• Your Facebook

page• Your Twitter

stream• Your database• Your physical

store• Your events• Your brochures

• Word of mouth• PR• Online mentions• Fan content on

your Facebook page

• Brand mentions on twitter

• Word of mouth• PR• Online mentions• Fan content on

your Facebook page

• Brand mentions on twitter

Adverts in:• TV • Print• Radio• Online• Outdoor

Sponsorships

Adverts in:• TV • Print• Radio• Online• Outdoor

Sponsorships

EARNEDEARNED

Reach vs. Control

OWNEDOWNED

PAID FORPAID FOR

CONTROL

REACH

EARNED

EARNED

EARNED

EARNED

Impact over time

TIME

IMPACT

OWNEDOWNED

PAID FOR

With technology as the enabler to this type of creativity, the agency of 2020 will have a Client facing Chief Technology Officer

The successful agencies of 2020 will be big and genuinely 360

Just like today and just like in 1971

They will do a lot more production in house

But they will spread their workload globally both within and outside their groups

They will tap into the crowd where necessary

They will be organised by client not by discipline

Client Group(Family)

Client Services

Client Need / Requirements

Brief – 12 hoursBrand Custodians

THINKName/Surname

CREATEName/Surname

ENGAGEName/Surname

OPTIMISEName/Surname

Creative Brief

THINKName/Surname

CREATEName/Surname

ENGAGEName/Surname

OPTIMISEName/Surname

Project Management Project Management Project Managem ent

Account Management Account Management Account Management

Brand Teams

Name/Surname

Name/Surname

Name/Surname

Name/Surname

Idea

tion

Pro

duct

ion

Project Management

KICK OFF KICK OFF KICK OFF

Deployment

Sign Off

They will have their own “products”

And most importantly…

They will still valuethe BIG IDEA above all else

Thank youwww.quirk.biz/heavychef