What's right and wrong with working with agencies

What’s right andwrong with workingwith agencies

Chris Thorpetwitter:jaggeree

Mat Clayton*twitter:matclayton

What's right and wrong with working with agencies

<rant>

What's right and wrong with working with agencies

not eyeballs

What's right and wrong with working with agencies

analytics

What's right and wrong with working with agencies

lost in translation

What's right and wrong with working with agencies

overpromising

What's right and wrong with working with agencies

meme hijacking

What's right and wrong with working with agencies

prevented from going “viral”

What's right and wrong with working with agencies

viral is a myth

“If you behave like a disease, people develop an immune system”>Kevin Marks, Google

What's right and wrong with working with agencies

Agency massmedius

What's right and wrong with working with agencies

1977 : 28 million viewers

What's right and wrong with working with agencies

What's right and wrong with working with agencies

What's happened in the 20th century was the anomaly, I think. We're actually seeing a reversion to a very common and deep human pattern of doing things because we care for each other...>Clay Shirky

What's right and wrong with working with agencies

<pause>

What's right and wrong with working with agencies

</pause>

What's right and wrong with working with agencies

disintermediation

In economics, disintermediation is the removal of intermediaries in a supply chain: "cutting out the middleman". Instead of going through traditional distribution channels, which had some type of intermediate (such as a distributor, wholesaler, broker, or agent), companies may now deal with every customer directly, for example via the Internet. One important factor is a drop in the cost of servicing customers directly.

Disintermediation initiated by consumers is often the result of high market transparency, in that buyers are aware of supply prices direct from the manufacturer. Buyers bypass the middlemen (wholesalers and retailers) in order to buy directly from the manufacturer and thereby pay less.

What's right and wrong with working with agencies

disintermediation

What's right and wrong with working with agencies

disintermediation

What's right and wrong with working with agencies

intermediaries in recessions

What's right and wrong with working with agencies

</rant>

What's right and wrong with working with agencies

<solutions>

What's right and wrong with working with agencies

What do they do for clients?

> Reduce burden of managing lots of relationships

> Understand long term strategy

> Safe pair of hands

> Media buying power

What's right and wrong with working with agencies

What do they do for us?

> Reduce risk?

> New clients

> Business development

> Ability to weave cross media campaigns

> Foot in the door

> Reputation

What's right and wrong with working with agencies

What must we do? Agencies

> No more free pitches to agencies

> Being more involved in the pitch where possible

> Overpromising does not mean repeat business

What's right and wrong with working with agencies

What must we do? Clients

> Plain English not geekspeak

> Educate clients as part of all we do

> Make events more client friendly

> More client handling skills

What's right and wrong with working with agencies

</solutions>

What's right and wrong with working with agencies

Questions?

Mat Claytonmat@wakari.comtwitter: matclayton

Chris Thorpechris.thorpe@jaggeree.comtwitter: jaggeree