D I G I T A L S U M M I T > > > 5 . 1 9 . 1 5

STRATECUTION

THE EVOLUTION OF AGENCY

TO CONSULTANCY: Why Agencies Must Morph

Into Pseudo Consultancies

// AGENDA• CURRENT LANDSCAPE

• CLIENT NEEDS

• EVOLUTION OF THE AGENCY CONSULTANCY

• OUTCOME FOR CLIENTS

a gen cynoun

A business or organization established to provide a particular service

. .

/ / AGENCY LANDSCAPE

LOTS OF BIG DATA TALK

EMPHASIS ON CREATIVE

LOTS OF BIG DATA TALK

FOCUSED ON DAY-TO-DAY EXECUTION

EMPHASIS ON CREATIVE

LOTS OF BIG DATA TALK

con sult an cy. . .noun

A professional practice that gives expert advice within a particular field

/ / CONSULTANCY L ANDSCAPE

EASE OF SCALABILITY

EMPHASIS ON STRATEGY

EASE OF SCALABILTY

ONE SIZE FITS ALL

EMPHASIS ON STRATEGY

EASE OF SCALABILTY

/ / CLIENT NEEDS

// CLIENT NEEDS• Ownership of project/initiative from start to finish

// CLIENT NEEDS• Ownership of project/initiative from start to finish• Ability to understand their business

// CLIENT NEEDS• Ownership of project/initiative from start to finish• Ability to understand their business • Expertise to implement a personalized experience

// CLIENT NEEDS• Ownership of project/initiative from start to finish• Ability to understand their business • Expertise to implement a personalized experience• Technology to drive user experience

THE AGENCY OFFERING MUST EVOLVE

WHEN WE LOOK AT WHAT OUR CLIENTS NEED,

/ / CLOSING THE GAP

// THE EVOLUTION

CONSULTANCY AGENCY

• Strategy focus• Trusted advisors• CXO contracts

• Execution• Big creative• Project/account-

based relationships

LEADING THE CLIENT THROUGH AN END-TO-END SOLUTION

STRATECUTION

// AGENCY’S OPPORTUNITY

• Be the change agent for organizations eager to catch up with the consumer

// AGENCY’S OPPORTUNITY

• Be the change agent for businesses eager to catch up with the consumer

• Heavyweight involvement in driving and executing the evolution of brands

// AGENCY’S OPPORTUNITY

• Be the change agent for businesses eager to catch up with the consumer

• Heavyweight involvement in driving and executing the evolution of brands

• Engrain yourself in high-value strategic services along with follow-through

// AGENCY’S OPPORTUNITY

• Be the change agent for businesses eager to catch up with the consumer

• Heavyweight involvement in driving and executing the evolution of brands

• Engrain yourself in high-value strategic services along with follow-through

• Embrace and empower a consultancy model within the typical agency environment

/ / WHAT CAN YOU DO

// WHAT CAN YOU DO?

• Step 1: Leadership buy-in

// WHAT CAN YOU DO?

• Step 1: Leadership buy in• Step 2: Outline consultancy role within the ecosystem

// WHAT CAN YOU DO?

• Step 1: Leadership buy in• Step 2: Outline consultancy role within the ecosystem• Step 2: Build a strong partnership with account management

// WHAT CAN YOU DO?

• Step 1: Leadership buy in• Step 2: Outline consultancy role within the ecosystem• Step 2: Build a strong partnership with account management • Step 3: Gain client visibility throughout engagements