The benefits of having specialized focus, Digiday Agency Summit, March 2017
8
THE BENEFITS OF SPECIALIZATION Jessica Clifton U.S. Managing Director, Strategic Growth at Edelman @jessclifton O O O O
Transcript of The benefits of having specialized focus, Digiday Agency Summit, March 2017
THE BENEFITS OF SPECIALIZATION
Jessica Clifton U.S. Managing Director, Strategic Growth at Edelman
@jessclifton
OO
OO
THE MARKETPLACE IS DICTATING RAPID EVOLUTIONOO
OO
Standard Rate Card
Traditional Media Focus
AOR Relationships
Holding Companies
Creative is King
Procurement A$*&%#$
Digitally Led
Fragmentation
No Tolerance for Complexity
Integrated Solutions
Pre-2012 2017
THREE SIMPLE TRUTHSOO
OO
//1//Clients Are Going to Market in Radically New Ways
//2//
//3//
The Work Must Evolve Beyond “The Creative” to Deliver Broader and More Authentic Impact, Reach and Resonance
Agencies Must be Built Around Clients & Consumers, not Channels
A BROAD SET OF SPECIALISTS Bring the creD TO DELIVER STORIES IN RADICAL, NEW WAYS
OO
OO
BRANDSTRATEGY CREATIVE CONTENT
MARKETING INNOVATIONRESEARCH
&ANALYTICS
DIGITAL /SOCIAL
TECHNOLOGYPARTNERSHIPS EXPERIENTIAL EARNED
MEDIAPAID
MEDIA
INFLUENCER CRISISCOMMS
CORPORATEREPUTATION
SPECIALISTS CAPABLE OF INTEGRATING WILL DELIVERTHE BEST VALUE FOR OUR CLIENTS
OO
OO
The Ability to Innovate Quickly, Effectively and Repeatedly, is the Only Enduring Competitive Advantage.
4-6 TV Spots / Year
6-8 Months Production Timelines
4,000 Pieces of Content / Year
8 Days Production Timelines
//1//
//2//
WHAT WE’VE DONE AT EDELMAN TO INNOVATEOO
OO
Created New Practices, Remaining True to Our Core
Created Always-On Content Engines
//3// Continued Focus on ‘What’s Next”
//4//
Evolved Client Engagements to Address Business Problems withthe Right Talent and Specialists at the Upfront
THE RISK OF NOT SPECIALIZINGOO
OO
Thank YouOO
OO
Jessica Clifton U.S. Managing Director, Strategic Growth at Edelman
@jessclifton
