Future Agency vision for CMMA09
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FutureAgency What does it look like ? Tim Parsons linkedin.com/in/timparsons twitter.com/timparsons
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In a world where Online Culture is the culture, what does the agency of the future look like ? How can agencies move beyond interruptive advertising towards genuine, high-integrity audience influencing - and improve their metrics and measurement at the same time ?
Transcript of Future Agency vision for CMMA09
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
