The Next $50 Billion will come fromNew Agency Models

Overview of TalkHow the next $50 billion can come from new agency models, and from having the creative team being a part of the idea initiation. Slaby explained why relationship and collaboration matter. Today, we use media and technology in tactical and strategical ways. Yet, most of the time, creative agencies are not included in the briefing. Ideas usually struggle to go across silos between creative, media, digital, social, digital, PR, and specialist teams. By bringing all those parties to the table early in the game, we can generate an active briefing and help build trust among teams who have always been wary of what each other does. The idea behind Sunday Dinner is to bring together people who can inspire an idea at the beginning of a brief.

How we use media &

technology today STRATEGIC: An asset to help shape ideas

TACTICAL: A vehicle to extend & amplify ideas

It’s 2016. This seems like a no brainer right?

But for ad agencies, this rarely happens.

In 10 years working with integrated creative agencies, the first time I ever had a Publisher or

Ad Tech company in the room happened3 years ago.

My creatives (at Ad Agency of the Year) wanted to explore an idea that involved a publisher.

The risk with the media agency relationship was too great.

It failed.

I had a crazy idea and asked _____ Feed to come sit with us. Revolutionary!

We help brands + agencies sort out new ways to work together to

get to better ideas.

By doing two things

1. Exposing brands to innovative talent and technologies.

2. Facilitating new ways of collaboration through our signature tours, dinners, workshops, and Active Briefing.

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What is an idea today?

Our Brief

Fictitious Client: Healthy Food Line Task: Awareness & Trial Audience: Millennials

23 Stories to create & distribute with their editors &

influencers

Food truck @ SXSW + Morning Yoga w/ Soulcycle

Tap Tastemade to integrate w/ original

content

Launch a recipe contest on

Pinterest w/ Curalate

Cast celeb chefs & health ambassadors

to create micro-content on

social

Promote recipes in-

store on digital screens

Drive localized promotions

through mobile ad networks

Create shoppable

pre-roll on Youtube before top food

showsUse bluetooth to deliver content

alongside product on shelf

Partner with Blue Apron to launch

healthy dinner kits

Deliver embedded cart building recipes and recipes w/

Instacart

What ideas pop up

It is Freaking Complicated.

Most of us will struggle to get one of those ideas executed.

CREATIVE MEDIA SOCIAL DIGITAL PR SPECIALIST TEAMS

Why? Well, most brands still look like this

Their agencies don’t look any different

CREATIVE MEDIA SOCIAL DIGITAL PR SPECIALIST TEAMS

IDEAS STRUGGLE TO GO ACROSS

CREATIVE MEDIA SOCIAL DIGITAL PR SPECIALIST TEAMS

How do we get closer?

Everyone has super smart people. How they are cast & engaged is often the issue.

Step One: Give the right people a seat at the table.

Co-creation happens when you insert the right teams upstream in the process.

> > > >

and check in regularly.

Step Two: But who takes initiative to do this?

Enter the role of the orchestrator.

Brands

digitalcreative

publishers

socialinnovation

pr

internal agencies

innovation

brand managers

mediaOrchestrator

specialist

social channels

CRMmedia

ad Tech

search

The role of an orchestrator

strategy

Partners

Agencies

Agency Management Partner Management

Procurement Consultant

Step Three: Facilitate a process of collaboration.

We call it Active Briefing.

We call it Active Briefing

Create an environment to surround & inspire teams with insights, tools, and technologies that

help to bring to life strategic ideas.

Active Briefing

1 Part Inspiration1 Part Play

1 Part Actively Solving for a NeedEQUALS

Endless integrated ideas Build trust

How to accomplish• Brand defines the need & scale of the briefing

• Agency relations or Sunday Dinner casts relevant partners to expand thinking,inspire and actively work on concept development.

• A venue is designated

• Coordinate pre-work required

• Produce a day that brings together sharing and dynamic work sessions with a diverse mix of partners.

media

pr

social

creative

#2 Cast a dream team from agency pool #3 Support with service partners

dream team

publishers

ad Tech

social platforms

#1 The brand creates a brief that includes a framework for comms strategy

#4 Select execution partners

______FILL IN______

______FILL IN______

______FILL IN______

______FILL IN______

How these steps support modern campaigns

specialist

ACTIVE BRIEFING

rockstars

ORCHESTRATION PROCESS

Tenants of any approachStrong marketing leadership from the Brand

Orchestration of partners by a non-bias group

Active collaboration efforts

Culture casting of partners

Unified communications strategy

Good news • Brands are becoming more courageous in their willingness to

change.

• The millennials are here & they want to collaborate.

• Agencies of all size are demanding new relationships.

• And in the meantime, there are always outside orchestrators who can make it happen.

Dinner is always a good idea.

About Lindsey SlabyLindsey lives & works in Dumbo, Brooklyn. She runs Sunday Dinner. A company that exists to help brand marketers & independent agencies uncover new ways to work together for today’s modern business. Engagements often come together in the form of an agency tour, workshop or project assignment.

Find out how brands like Diageo, Target, Microsoft, and Nickelodeon are using Sunday Dinner to design custom workshops with today’s modern talent.

Read more thought leadership from Lindsey