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Sleeping with the enemy Is the age of collaboration really here ?

Sleeping with the enemy Is the age of collaboration really here ?. 90s. 2010. 20 th Century Agencies. Planning Team. Dated self serving structures. Competitive Research. Syndicated Research. Insights. Analytics. Communications Planners. Multicultural. Direct. B2B.

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Sleeping with the enemy Is the age of collaboration really here ?

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  1. Sleeping with the enemyIs the age of collaboration really here ? 90s 2010

  2. 20th Century Agencies

  3. Planning Team Dated self serving structures Competitive Research Syndicated Research Insights Analytics Communications Planners Multicultural Direct B2B Search Engine Optimization Mobile Promotions Word of Mouth Entertainment Planning Team Digital Team Search Engine Marketing Sponsorship Digital Analytics Social Marketing Retail Gaming Buying OOH Magazine Newspaper CLIENT Digital TV Radio Planning Team

  4. The world of creative agencies What’smedia?

  5. Compete, not collaborate

  6. Lack of ability to demonstrate tangible value add outside of ‘cost’ and ‘price’

  7. Procurement to complicate this volatile mix

  8. Our new marketing reality From….. Owned Paid Earned Earned Owned To….. Paid

  9. “What are WE going to SAY TO these people?”

  10. “What are these people going to SAY about US?”

  11. …. with a singularity of idea (that you would love to shareTM)

  12. So how will clients brief in the future? “Get me 20% Revenue Growth” “But we need to fulfil our monthly orders…” “…and don’t let my brand get trashed on twitter” 2012

  13. So what do we have to do? Effective targeting Adaptive marketing Link our outputs to outcomes

  14. The enablersExpertise in analyticsMastering data and technology

  15. CO - CREATION CULTURAL DYNAMIC BRAND DYNAMIC IDEA YOU LOVE TO SHARE

  16. Surround,not push ADAPTIVE MARKETING From segmented audiences to individuals From campaign to experience management

  17. IDEAS adaptable to all channels 3 I’s of ADAPTIVE MARKETING INTELLIGENCE for real time insights on customer behaviour INTERACTION between brands & consumers

  18. Channel diversity Create versatile ideas Media specific creativity Agile, iterative process

  19. Generate conversations in all media Map out consumer interactions Seamless brand experience across channels Track and respond

  20. Understand implications of behaviour Define success through customer intelligence Track individual customer value Turn intelligence into action

  21. What does it take to make this happen?

  22. What does it take, to make this happen?

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