The benefits of having specialized focus, Digiday Agency Summit, March 2017
The anti-agency business model, Digiday Agency Summit, October 2016
22
Proprietary & Confidential Proprietary & Confidential 1 An Anti-Agency Business Model 10.24.2016
Transcript of The anti-agency business model, Digiday Agency Summit, October 2016
Proprietary & ConfidentialProprietary & Confidential 1
An Anti-Agency Business Model10.24.2016
Proprietary & Confidential 2Proprietary & ConfidentialSource: Dictionary.com
Proprietary & ConfidentialProprietary & Confidential 3
Make Stuff > Make Impact
Proprietary & ConfidentialProprietary & Confidential 4
Fees for time.Agencies act as agents (duh.)
Proprietary & Confidential 5Proprietary & ConfidentialSource: Discussions with three lawyers of variouscreative agencies
• Agree to be a bank for clients and accept 120-day payment terms?
• Put our butts on the line with insane insurance and indemnification clauses?
• Eat legal fees to review a 50-page agreement on a $100,000 project?
So does it makes sense to…
Proprietary & Confidential 6Proprietary & Confidential
Proprietary & Confidential 7Proprietary & Confidential
Proprietary & Confidential 8Proprietary & Confidential
Proprietary & Confidential 9Proprietary & Confidential
Proprietary & ConfidentialProprietary & Confidential 10
“If the business were split up, I would give you the land and bricks and mortar, and I would take the BRAND and trademarks, and I would fare better than
you.” John Stuart
Chairman, Quaker Oats, 1900
Proprietary & ConfidentialProprietary & Confidential 11
Brands will reach 41% share of discretionary spend by 2025 versus 31% today.
© Bullish Inc. Confidential. All rights reserved.© Bullish Inc. Confidential. All rights reserved. 12
Proprietary & Confidential 13Proprietary & Confidential
AdvertisingAgency
01.
Venture CapitalFirm
02.
03.
+ = AcceleratorAgency
03.
We accelerate transformationfor courageous brands to
go further, faster
Proprietary & Confidential 14Proprietary & Confidential
Our Brands
23332
Proprietary & ConfidentialProprietary & Confidential 15
Our Modus Operandi
• Focus on outcomes, not outputs• Invest in others ideas• Say no• Imitation = flattery, proof
Proprietary & Confidential 16Proprietary & Confidential
• Understand what needs to be done
• Understand what the client really wants (ads or results?)
• Put real money on the table
Outcomes, not outputs
Proprietary & Confidential 17Proprietary & Confidential
• We do not make our own IP
• Role of strategic/creative marketers, not glass makers, bike leaders or
tea farmers
• And it‘s making money*
Invest in others ideas
Different Investments17 6x+ 6Investmen
t Growth Years Validation
* - On paper!
Proprietary & ConfidentialProprietary & Confidential 18
No.
Proprietary & Confidential 19Proprietary & Confidential
• Failure: this stays unique and boutique
• Tim Williams, Gerry Preece, Anomaly
• Office hours
- Beers and office hours in NYC, SF, ?
Imitation Wanted
Proprietary & ConfidentialProprietary & Confidential 20
An Anti-Agency Business Model
• Challenge your own convention, not someone else’s• A point of view is huge, own it• Say no and back it up
Proprietary & Confidential 21Proprietary & Confidential
