The Future&
Getting Paid for it
R3
Who are we?• Asian based global consultancy • Helps marketers and agencies be more efficient and
effective• A ‘coach’ , not a ‘policeman’
• Equally hated and loved
Why are we here?
• Our clients have no clue about Digital
• Even the ones you think have a clue – don’t really have a clue
• We don’t want to be equally clueless
Today1. What Clients Want
2. The Future of Them Paying You
3. Secret Tips to Master Them (and R3..)
5
What Clients Want
1. What
Clients Want
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Ask them!
The biggest relationship issue
R3 REGIONAL STAKEHOLDER RESEARCH170 Interviews
Face to Face One Hour
38% of advertisers cite creativity as the most positive aspect of the digital agencies currently engaged
Part
O
ne
Base: 102 clients
IDEAS MATTER
HOW TO MEASURE?44% of advertisers cite lack of ROI as the biggest
barrier to increasing budget for digital marketing
Part
O
ne
Base: 102 clients
60% of advertisers believe their own marketing teams’ understanding of digital is not strong enough
Part
O
ne
Base: 102 clients
33%
60%
7%
S trong enoug h
Not s trong enoug h
Don't know/ NA
SKILLS
84% of advertisers would welcome more training from their agencies on new media/ new digital platforms
Part
O
ne
Base: 102 clients
9%
7%84%
Agree
Dis agreeDon't know/NA
EDUCATION
Only 23% of advertisers believe the current market instability has made them cautious about trying new media and digital formats
Part
O
ne
Base: 102 clients
23%
69%
8%
C autious
Not cautiousDon't know/NA
TIME IS RIGHT
WHY ?
61% of advertisers themselves are using more than 2 forms of social media frequently (eg Facebook, Twitter)
Part
O
ne
Base: 102 clients
61%
31%
8%
Us e
Don't us eDon't know/NA
SELF USE
WHO IS LEADING DIGITAL?
% of advertisers
Base: 220 China, 214 India
China
India
The Concubine Category…adidas
- 21 Communications (CN) – One Xeno (CN/HK) – Isobar: wwwWins (CN), AgencyW (KR), OneDigital
(AU), Digithais (TH) Sony
– i2K (SG)– Nokomai (SG)– Qais (SG)– Euro RSCG (AU) – The Upper Storey (SG) – Bascule (JP)
Coca Cola– 21 Communications (CN)– Arachnid (MY)– The White Agency (AU)– Euro RSCG (SG) – Clear Blue Day (AU) – Profero (CN)– Isobar: wwwWins, Digithais, Carat Interactive,
AgenciaClick, Carat Fusion, Molecular, Marvelous McDonald’s
– Arc (CN, AU)– Tribal DDB
Motorola– 21 Communications (CN) – digitalDigm (KR)
Nokia – XM Asia/RMG Connect (SG, CN)– Formul8 (SG)– The Upper Storey (SG)
OCBC (Robinson’s card)– Formul8 (SG)– Proximity (SG)– Isobar (SG)
P&G– XM Asia (AU)– Saatchi & Saatchi– Digital Digm (KR)– Nurun (CN) – Proximity (AP)– G2 (AP) – Publicis Modem (AP)
Radico Khaitan– Proximity (IN)– Euro RSCG (IN)– G2 (IN)
Toyota/Lexus– Saatchi & Saatchi (regionally)– Arachnid (MY)
Visa– XM Asia (SG)– Blue Interactive – Proximity
HP– 21 Communications (CN)– Blue Interactive – XM Asia (SG, CN) – Digital Digm (KR)– Euro RSCG (KR)
eBay– Blue Interactive (SG)– One Xeno (HK)
J&J– One Xeno (CN/HK)– 21 Communcations (CN)– Agenda/i2K (HK) – Proximity– Blue Interactive (CN), (Acuvue)– Euro RSCG (KR)
2. The
Future
If you’ve been listening for two days… the old model is broken
Even last year’s model looks old
Clients are making moves
Even….crowdsourcing….http://econsultancy.com/blog/4511-q-a-unilever-s-noam-buchalter-on-crowdsourcing-peperami-ads
19 million ways forward….
Sapient Wish List Study1. Greater knowledge of the digital space.
2. More use of “pull interactions.”
3. Leverage virtual communities.
4. Agency executives using the technology they are recommending.
5. Chief Digital Officers make agencies more appealing.
• 6. Web 2.0 and social media savvy.
• 7. Agencies that understand consumer behavior.
• 8. Demonstrate strategic thinking.
• 9. Branding and creative capabilities.
• 10. Ability to measure success.
Sapient Wish List Study
Top 8 Creative Agencies
• Source – Gunn Report
TBWA\Chiat\Day New York US Omnicom
Saatchi & Saatchi New York, Los Angeles US Publicis
DDB London UK Omnicom
Dentsu Tokyo Japan Dentsu
Fallon London UK Publicis
TBWA Paris France Omnicom
Ogilvy & Mather Singapore Singapore WPP
BBDO New York US Omnicom
Top 8 Digital Agencies
• Source – Gunn Report
Far Far Sweden Aegis
CP&B US Independent
Forsman & Bodenfors Sweden Independent
R/GA US Interpublic
Goodby Silverstein US Omnicom
FramFab Netherlands Independent
Glue London UK Aegis
Great Works Sweden TYO Group
The New Agency Model
A. Consultative
B. Collaborative
C. Creative
D. Cashed Up!
A. Consultative
• We don’t think that the toilet bowl has any unpleasant meaning. Human beings can live several days without food but toilet bowl even one day, other wise the world must turn into the mass. The deep culture of toilet bowl is a criterion of the civilization. Equanimity and imperturbability being able to stand pressure with enthusiasm are the toilet bowl’s characters.The combination of responsible, sacrificing and readiness is the spirit of toilet bowl. The toilet Bowl can release the pressure and make you comfortable.The beauty of toilet is willing to clean itself and fresh forever! So! for our client, unconditional offerings is Meikao’s spirit
• CEO only
• Flat fee
• Sales Incentive
B. Collaborati
ve
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Red Lounge
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37
38
Results
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40
Spontaneous Awareness Top 10 Brands
Q 7-1. Can you tell me what Olympic sponsors you know?(No prompted,Maximum:6)
41
Promotion that leave strong impressions
Q 8-1. Please tell me which Olympic sponsor’s promotions have left a deep impression on you?
26.5%
7.3%
5.1% 4.9%3.5% 3.4% 2.7% 2.2% 2.2% 1.9%
0%
5%
10%
15%
20%
25%
30%
Coca-Cola China
Mobile
Yili Lenovo Mengniu Pepsi Li Ning Nike Adidas Bank of
China
C. Creative
42
Snickers USA
43
D. Cashed Up!
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Measure it. Move it. Make it
• Differentiate based on results. Not price
• New content relationships
• New media relationships
“Risk – Reward”Did he say “Reward – Reward”?
Who’s Doing it Well?
A ConfidentialR3
Case Study……
52
What Clients Want
3. Secret Tips to Master Them!
“80% of agencies have the same point of
difference”
“We are an integrated, full service digital
agency that believes in brand building solutions that are highly creative”
“Please meet our CEO and our Regional Strategist.
You will never ever see them again”
Market your brand as if it was your client
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Write a MARKETING brief
Remember….
ADVERTISE
What is YOUR Advertising to Sales
ratio?
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Write a PRESENTATION brief
Identify, Diagnose and Cure
the Business Pain
Be nice to (some of..) the consultants!