co-presented by

DANE LIM Deputy Director, Marketing & Communications Singapore Economic Development Board

How do you strike a winning agency model?

GOH SHUFEN Principal & Co-Founder R3 Worldwide

co-presented by

The next 30 minutes

• How digital has changed the way clients and

agencies work

• Agency model options out there

• How EDB decided on its agency model with R3’s help

• EDB’s successful case study

co-presented by

Watch video: http://www.youtube.com/watch?v=fmE4NU4ljUg

co-presented by

Watch video: http://www.youtube.com/watch?v=sr_EtMhM3fg

co-presented by

Differing and overlapping

agency models and roles

5

co-presented by

Agency models out there

co-presented by

LEAD AGENCY MULTIPLE

BEST-IN-CLASS

HOLDING

COMPANY (SIBLING AGENCIES)

HOLDING

COMPANY (CUSTOM AGENCIES)

7

FREE AGENT ONE-STOP

SHOP

Commonly used by discipline

BRANDING

CREATIVE

MEDIA

RESEARCH QUANT.

CRM - PLATFORM

DIGITAL

RESEARCH QUAL.

CRM – PROGRAM

SHOPPER

MULTI-DISCIPLINARY

DIGITAL SUB-

DISCIPLINE

(EG. SOCIAL /

WOM)

MULTI-

DISCIPLINARY

Trending agency models

co-presented by

80%+ of marketers still expect their Ad

Agency to lead the advertising process.

Agencies need to invest in the best

senior strategy, account and creative

talent in the main agency to lead

marketing planning

“One stop service

providers from creative

conceptualization to

digital to on-ground

activation ideas.”

Creative agency is

the preferred lead

8

What Marketers Say

co-presented by

Four years ago, P&G was spending more than US$1b in agency fees across 2,500 agencies.

Most of those agencies were also investing in Strategic Planning and there was a lot of duplication

9

Brand Agency Leader Model by P&G

OLD MODEL

BAL MODEL

co-presented by

A bespoke option with a difference

Add Coke Lounge Video

Watch video: http://www.youtube.com/watch?v=GyZaASQAuEI

co-presented by

I don’t have an answer for you!

Specialist Digital Agency or Integrated?

co-presented by

Unfortunately,

there isn’t a ‘magic model’ to follow

co-presented by

35

What is your internal

organization structure like?

• What are your business objectives?

• What are your marketing priorities?

• Do you have generalists or specialists in

your team?

• Is your marketing team divided into

Brand/Digital/Corp Comm or is it

integrated?

• Is your marketing team equipped to

handle a roster of agencies?

• What are your existing digital activities and

assets?

• How much % of your budget is moving

towards digital?

• How digital savvy are your marketing

teams?

• Who manages your social media presence

and communications?

BUSINESS DIGITAL

co-presented by

the agency considerations

• What is your existing agency model?

• Is it working for you? If not, what are the gaps?

• Is your current agency equipped to manage your growing

digital needs?

• Is your agency still competitive in the key markets

• What are you looking for in a digital agency- strategic support?

Tactical implementation? Community Management? Search

capabilities?

• Do you have the digital talent you need on your team?

And then look outside…

co-presented by

15

Today marketing needs to happen in a digital

world as opposed to digital marketing.

1. Business solutions needed a media neutral approach

2. Provided higher chance of receiving 4Cs ideas (Creativity,

Content, Context, Conversation)

3. Opportunity for better integration and collaboration

4. Roles and responsibilities between agencies were clear

with limited avenues to ‘land grab’

5. Eliminated duplicate agency resources and thus more

efficient agency fee

Reasons EDB chose an Integrated Agency Model

co-presented by

The Singapore Economic Development Board

creates sustainable economic growth

with vibrant business and good job

opportunities for Singapore &

Singaporeans

&Larry’s “Casting a Global Light” Installation at EDB’s Head Office

co-presented by

Official Opening of

Lucasfilm Singapore's

Sandcrawler Building

16 Jan 2014

co-presented by

48 EDB and Agencies

co-presented by

20 Nationalities

co-presented by

24 Youngest

50’s Most Experienced

co-presented by

27 EDB Average

(excludes this presenter)

40 Agencies Average

co-presented by

“Think” Horizontal,

“Act” Vertical

Tip no.1:

co-presented by

Its all about the culture!

Tip no.2:

co-presented by

Make it 24/7

Tip no.3:

co-presented by

The USA Challenge for EDB

co-presented by

Watch video: http://www.youtube.com/watch?v=LlDu4iYLSPQ

co-presented by

300,000 unique video views

41,034 clickthroughs 13.65% click through rate

4,645 video hrs watched

713 websites reached

Organic social shares

804

Social interactions

25,286

58 sec average view time

2.3 million impressions 4.2 times b2b benchmarks

487% Twitter growth

co-presented by

co-presented by

co-presented by

30

THANK YOU