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SUEAMSTERDAM
p!"p#!AND WHY WE GET A RASH FROM EGO’S
THE FUTURE AGENCY MODEL:
donderdag 12 april 12
SUE doesn’t believe in creative rock stars. The creativity of an agency is determined by
t$! c%!at&'&t( )* t$! g%)+p.
SUEAMSTERDAM
donderdag 12 april 12
Everybody knows that traditional advertising - TV spots, print and radio - have their use. But that
campaigning is meaningless without ,!$a'&)+%.
SUEAMSTERDAM
donderdag 12 april 12
And influencing behaviour has become c)-p#!t!#(
.&/!%!0t in the digital age. Advertising nowadays is just one of the factors that drives behaviour.
SUEAMSTERDAM
donderdag 12 april 12
Consumer driven marketing has become crucial in influencing conversions. That’s why our ideas are built on the concept of 1$a%!a,&#&t( and bringing brands
into the conversation.
SUEAMSTERDAM
donderdag 12 april 12
In a connected world, you need connected ideas.
The core of the agency of the digital age should be built on c)00!ct&)0.
SUEAMSTERDAM
donderdag 12 april 12
And that’s why we build our agency, unlike the agencies of the past, not on creative teams, but on a
flat, horizontal structure in which we work with
a -&x )* .&1c&p#&0!1 a1 )0! t!a-.
SUEAMSTERDAM
donderdag 12 april 12
Our output however is vertical: from strategy to production. Every client team has a solid core, which is
headed by a .&%!ct)%.
SUEAMSTERDAM
donderdag 12 april 12
Their role is to be a
-a%2!t&0g pa%t0!% to clients.
SUEAMSTERDAM
donderdag 12 april 12
Making sure the ideas deliver on c%!at&0g
,+1&0!11 a.'a0tag! and directing
the brand into future opportunities.
SUEAMSTERDAM
donderdag 12 april 12
A director works at the client office for a set period
per week to get total brand immersion and to act
as a t%+! 1pa%%&0g pa%t0!%.
SUEAMSTERDAM
donderdag 12 april 12
People who work at a digital agency are people with a c)-p#!t!#( .&/!%!0t -&0.1!t
SUEAMSTERDAM
donderdag 12 april 12
They are in the game of sharing to make sure they come up with the 1t+/ 3)%t$ 1$a%&0g
SUEAMSTERDAM
donderdag 12 april 12
SUE AMSTERDAM@SUEAMSTERDAM
SUEAMSTERDAMdonderdag 12 april 12
