FutureAgencyWhat does it look like ?

Tim Parsons

linkedin.com/in/timparsons

twitter.com/timparsons

FutureAgency:

Challenge: The

”End” of mass-media

One upon a time...

Brands agencies love...

...”consumers” know them.

Brand Consumer

Mass-media model:

Mass-media Society + Culture

TV ETC

MediaAgency

Brand ConsumerResearch

Agency

Agency does research...

Mass-media Society + Culture

Brand Consumer

Agency

Has insight ..

Mass-media Society + Culture

Brand TV ETC

Agency

Consumer

Media

Executes via media...

Mass-media Society + Culture

Brand ConsumerMeasurement

Agency

Everybody measures...

Mass-media Society + Culture

Brand Consumer

Agency

Brand pays agency ...

$$$

Mass-media Society + Culture

Brand Consumer

Agency Mass-media Society + Culture

Everybody happy !

Hang on a

sec.

. . . then something happened

Over 1 billion

(Source: Comscore.com 23 Jan 2009)

Internet users worldwide

300 million

(Source: Comscore.com 23 Jan 2009)

Chinese internet users out of a total 1Bn worldwide.

30 %of handsets sold in developed world today are smartphones(Source: Bytemobile.com, Sept 2008)

Over 1 billioniPhone apps downloaded

(source: The Register, 16th Jan 2009)

to iPhones + iPod Touches since July 2008

4.1 billion

(Source: WashingtonPost.com MoCo News 2 Mar 2009)

Number of mobile phone subscribers worldwide

People Today : Connected Society

People Today : Connected Society : Babies

People Today : Connected Society : Children

People Today : Connected Society : Teens

People Today : Connected Society : Adults

mobile penetration in ITALY

(Source: Total Telecom Jan 2009)

140 %

Online cultureis the culture

Online Culture is about

People

Online Culture is about

Behaviours

Online Culture is about

Society

Cultures have the power to change the world ...

In 2006: “To win, we need a Community

Outreach program.”

Online Culture is The Culture

$656 millionIndividual donations to Obama ’08 by Dec 2008.

(Source: OpenSecrets.org, Dec 31 2008)

Brand TV ETC

Agency

Consumer

Media

This isn’t working now...

Brand TV ETC

Agency

Consumer

Media

Consumer is in control.

Connected Society + Culture

FutureAgency:

The Solution ?

FutureAgency:

“Cultural Brokers,Storytellers & Enablers.”

FutureAgency:

“Online Culture IS

the culture.”

FutureAgency:

“Online culture IS the culture”.

Brand

CulturalInsights

Research

Agency

Consumer

Agency as cultural broker

Connected Society + Culture

BrandNaturalStory

Worlds

Agency

Consumer

Agency as storyteller

Connected Society + Culture

Brands as part of Society

Stories...

...describe worlds

Stories...

...demand authenticity

Stories...

... are memorable

Stories...

... invite journeys

Stories...

... are easy to share

Online culture...

... is FULL of stories.

Major agencies are going through a massive

transition internally.

Opportunity

Digital / mobile agencies have to understand the

bigger picture of Online Culture.

Opportunity

If digital agencies can move beyond technology

to become FutureAgencies - storytellers and

cultural brokers ...

FutureAgency

...sky’s the limit!

FutureAgencyWhat does it look like ?

Tim Parsons

linkedin.com/in/timparsons

twitter.com/timparsons