Auditing Your Agency's Business Model

1. Auditing Your Agency’s Business Model Presented by Tim Williams

2. What is the ideal agency structure? By Hello Future www.hellofuture.set

3. How long should a piece of string be?

4. Account Management Creative Production Media Accounting Traffic Agency structures today don’t look anything like they used to during the golden age of advertising. Really?

5. “An agency should be agile, forward thinking and engaged in delivering growth by deploying a wide range of tools and people, a far cry from the sausage-factory it was 10 years ago. We might be making software, content, binding books, or creating theatre. An agency engages itself in a diverse community of creative people, from coders to copywriters. It should be a place where there’s space for marketing judo, where business conventions are outmaneuvered and overthrown.” Robert Harwood-Matthews President, TBWA/Chiat/Day New York From “Marketers Explain ‘What Is An Agency,’” Ad Exchanger

6. ① The full-service model ② Unbundling creative and media ③ Further unbundling and specialization; the client as integrator ④ ? A short history of agency models

8. Many agencies are reacting to the new multichannel marketplace by attempting to become a new version of “full service” all over again

9. Media companies as agencies Production companies as agencies Convergence? Consulting firms as agencies Media agencies as creative agencies

10. PR firms as “full-service” agencies Digital agencies as “full-service” agencies Convergence? Convergence -- or -- Divergence? Holding companies as “full-service” agencies

11. “So here we are with traditional agencies struggling to become digital agencies and digital agencies struggling to become traditional agencies. It just another big convergence mess and the losers for now are the clients. On both sides you have partially constructed solutions: brands suffer from traditional agencies that are renovated with a digital coat of paint but doing what they've always done, and from digital agencies with incomplete organizations and inexperienced traditional skills.” Tony Quinn Chairman, Society of Digital Agencies From “Marketers Explain ‘What Is An Agency,’” Ad Exchanger

12. “I wish that the agencies would stick to what they are good at. They try to do everything, and they would be better served to narrow their focus. You can’t do everything, and if you try to do everything, you do nothing. It drives me crazy when the agency is trying to pitch you every single service available.” What clients think

13. The three approaches marketers use to work with agencies

14. 1. Best-of-Breed Model Client Models marketers use to work with agencies

15. 1. Best-of-Breed Model Models marketers use to work with agencies

16. 1. Best-of-Breed Model Models marketers use to work with agencies

17. 1. Best-of-Breed Model Models marketers use to work with agencies

18. 1. Best-of-Breed Model Models marketers use to work with agencies

19. 2. Single Source Model Agency Client Models marketers use to work with agencies

20. 2. Single Source Model Models marketers use to work with agencies

21. 3. Service Integrator Model Lead Agency Client Models marketers use to work with agencies

22. 3. Service Integrator Model Models marketers use to work with agencies

23. 3. Service Integrator Model Brand Agency Leader Models marketers use to work with agencies

24. 3. Service Integrator Model Models marketers use to work with agencies

25. 3. Service Integrator Model Models marketers use to work with agencies

26. Best-of Breed Model Single Source Model Larger client companies National/global appeal Smaller client companies Local/regional appeal

27. Best-of-Breed Model Best-of-Breed Model

28. Clients you work with Clients you work with in this model (mostly) in this model (mostly) Clients you work with Clients you work with in this model (mostly) in this model (mostly) Clients you work with Clients you work with in this model (mostly) in this model (mostly) Single Source Model Service Integrator Model Best-of-Breed Model How do clients access your services?

29. The four dimensions of agency business models

30. Four dimensions of agency business models The Product The Brand Paid Earned The The Purchase Experience Owned Channel Content Execution Ideation

31. “Traditional” Creative Agency The Product The Brand Paid Earned The The Purchase Experience Owned Channel Content Execution Ideation

32. Creative Agency

33. “Traditional” Public Relations Firm The Product The Brand Paid Earned The The Purchase Experience Owned Channel Content Execution Ideation

34. Public Relations Firm

35. Public Relations Firm

36. Public Relations Firm

37. Design Firm The Product The Brand Paid Earned The The Purchase Experience Owned Channel Content Execution Ideation

38. Design Firm

39. Design Firm

40. “Traditional” Media Agency The Product The Brand Paid Earned The The Purchase Experience Owned Channel Content Execution Ideation

41. Media Agency

42. Brand Development and Business Strategy Firm The Product The Brand Paid Earned The The Purchase Experience Owned Channel Content Execution Ideation

43. Brand Development and Business Strategy Firm

44. Brand Development and Business Strategy Firm

45. Agency Trading Desk The Product The Brand Paid Earned The The Purchase Experience Owned Channel Content Execution Ideation

46. Agency Trading Desk

47. Agency Trading Desk

48. Production Agency The Product The Brand Paid Earned The The Purchase Experience Owned Channel Content Execution Ideation

49. Production Agency

50. Production Agency