Skills for the 2011 Media Team

How to succeed in the next decade

“I believe the traditional agency model is really obsolete. We are competing to see who can create the best horseshoes.”

Keith Reinhard, Chairman Emeritus, DDB Worldwide

“The old-fashioned supertanker model is already dead. Clients want smaller collections of people tied to nimble, innovative, evolving structures that can shape and mould themselves into whatever form is needed to be solve their problems”

Karina Wilsher, MD Fallon

“Change, Change, or Change: Options for the agency of the future.”

Maurice Levy, Chairman and CEO, Publicis Groupe

1. Deliverables

1. Deliverables2. Disciplinary

Xenophobia

1. Deliverables2. Disciplinary

Xenophobia3. Compensation Model

1. Deliverables2. Disciplinary

Xenophobia3. Compensation Model4. Egregious Excess

1. Client Relationship

1. Client Relationship2. Team Relationship

1. Client Relationship2. Team Relationship3. The 4 C’s

1. Client Relationship2. Team Relationship3. The 4 C’s4. Training and tools

1. Client Relationship2. Team Relationship3. The 4 C’s4. Training and tools5. Global Reach; Local

Knowledge

“Change, Change, or Change: Options for the agency of the future.”

Maurice Levy, Chairman and CEO, Publicis Groupe

1. Size matters2. Internal shifts3. Relationship expertise4. Dedicated teams5. Bureaucracy6. Holding companies

1. Large Network/Multinational

1. Multiple touch points for the client

2. Security of true expertise3. Long-standing teams that

understand the client4. A client-driven expectation

of strong teamwork5. Leaner, quicker, less

bureaucratic6. New-media savvy, media

agnostic approach7. Interagency cultural

conflicts8. Holding companies

2. A team of specialized agencies

1. Lean internal team2. Hot senior creatives3. Tapping into the pool

of unemployed agency types

4. Generation Y-compatible

5. No more walls, just infrastructure

6. Actually, some walls7. Less bureaucracy,

lower costs

3. Adaptable Networks

1. Relationships are more or less forgotten

2. No trust, only results3. Global Reach? Yes.

Local Knowledge? Yes. 4. Generation Y-

compatible5. Innovative, media-

agnostic6. Cheap, fast and

nimble

4. Crowdsourcing

“The revolution hates compliance. It doesn’t reward cogs in the system. You don’t get rewarded for compliance. You get rewarded for solving interesting problems. You get rewarded for leading. You get rewarded for taking risks. You are rewarded for connecting people. You are rewarded for ideas worth spreading.” – Seth Godin

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