agencyreportslidesharefinal-1228913462190128-2
FUTURE LAB
Reconsidering the Advertising Industry
A Conversation Starter
? Lisovskaya | https://www.wendangku.net/doc/cf17726063.html,
Sponsored by
Management Centre Europe.
By: Alain Thys and Stefan Kolle
FUTURE LAB Comparative Estimates: US Total Media
Advertising Spending Growth, 2009
(% change vs prior year)
Wachovia:-0.8%
BMO Capital Markets: - 1.9%
Collins Stewart LLC:- 2.0%
GroupM:- 3.2%
Citi Investment Research:- 3.6%
MAGNA:- 4.5%
Morgan Stanley:- 5.0%
ThinkPanmure LLC:- 5.0%
UBS:- 6.0%
ZenithOptimedia:- 6.2%
Myers Publishing LLC:- 6.7%
Barclays Capital:-10.0%
Source:
Seven Predictions for 2009, eMarketer, January 2009
Prelude: Why This Document Exists
automotive
advertising
telco
-6%
-21%
-48%
Net Promoter Score? by Industry
Prelude: How will Agency’s Fare in a Market Where Clients are Dissatisfied ?
p h o t o n y c | D r e a m s t i m e .c o m
FUTURE LAB
Likelihood to recommend
Low
High
L i k e l i h o o d t o r e p u r c h a s e
Low
High
Hostages Loyalists
Defectors
Mercenaries
Prelude: Are Marketers Held Hostage by the Advertising Industry?
y A v d e e v | D r e a m s t i m e .c o m "
Prelude: Do Agencies Overestimate Their Impact on the Client’s Success?
Table of Contents
SITUATIONAL ANALYSIS: Agency Challenges 2009 12 REMEDIES: Setting Things Right
10 FORMATS: Agency Models of the Future Page 7 Page 35 Page 48
Appendices for Digging Deeper Page 59
FUTURE LAB Chapter One
FUTURE LAB Chapter One
Situational Analysis
7 client needs many
agencies ignore.
3 areas where agencies
are “out of synch”
4 gaps in agency
authenticity
Client Need #1: 75% of clients want a truly tailored approach to their business
Agency Response #1: Services that Happen to Fit the Agency Model
Client Need #2: Show Me the Return on My Marketing Investments
? B r e e z e 393 | D r e a m s t i m e .c o m
Agency Response #2: We Are Very Creative ... And Big... And have Big Clients
? Robert Byron | https://www.wendangku.net/doc/cf17726063.html,
FUTURE LAB
Client Need #3: Be A
Trusted Media Partner
91%
Consider the media buying process to be insufficiently
transparent
Of the 50 largest advertisers in the world ...
85%
Are convinced their media agency had deals outside the
client agreement
74%
Opined that these deals caused bias in the choice of media and recommendations.
Agency Response #3: Bad Apples
The Occasional
Scandal
Underperformance
and “creative math””Continued
Intransparency
Client Need #4: Engage Our Audience
Agency Response #4: Saturation Bombing
What marketing leaders want from their agencies when it comes to digital
Client Need #5: Walk Digital
Agency Response #5: Talk Digital
CAGR by Marketing Mix Element -Manufacturers
(2004-2010 Est.)
Source: Deloitte, 2007 Client Need #6: Shopper Marketing
Agency Response #6: Silo-based Thinking