LEAVE YOUR EGOS AT THE DOOR

How a touch of humility could be the key to unlock truly integrated campaigns

You can't do this job if you're not arrogant

- Bill Bernbach

Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.

-David Ogilvy

Everyone is needy, arrogant, callous, aggrieved, self-absorbed, petty, mean-spirited, spiteful, greedy, envious, ill-mannered and malicious. In some measure some of the time. Only when you accept that much of the pleasure of being alive is to enjoy your own horribleness, and the character flaws in everyone around you, will you find harmony and each day will pass more sweetly. -Charles Saatchi

The history of audience measurement

The Intuitive Model Pre-1930s

The Early Rationalised Model 1930s – 1970s

The Rationalised Model 1970s to date

The Post-Rationalised Model?

Cats don’t bark—and consumers today don’t “salivate on command” like they seemed to a couple of decades ago. -Bryan Eisenburg

TODAY LINES ARE BLURRED

More cellphones than people

Source: The Cisco® Visual Networking Index (VNI) Global Mobile Data Traffic Forecast Update

Multitasking leads to distraction Sources: PAX 2009-2012; Audience base: P25-49 The Rise of the Digital Multi-tasker, KPMG Digital Debate

Digital natives defining the future Source: Global Youth Tracker Online Survey; TV 2.0: Young China takes TV viewing online

8 million years Source: Extrapolated from TV viewer data, CNRS 2012

Source: http://blogs.hbr.org/hbr/hbreditors/2013/03/we_asked_marketing_execs_answe.html

The challenge...Is how to effectively and efficiently organize for this new, nimble era of content creation. Traditional agency models often lack the depth of business knowledge and cross-platform skills to address this need. Internal marketing and communications departments are also poorly equipped to move with the speed and teamwork required.

- Paul Matsen, Chief Marketing and Communications Officer, Cleveland Clinic

“

There are four forces creating anarchic pressure[...]Faster-growth markets [...] New media: digital, search, display, video, social, and mobile. The third is the application of technology to our business, including unifying all the sources of data that our clients use. And the fourth is what we call horizontality, which means getting people to play together

- Sir Martin Sorrell, CEO WPP

“

Source: IBM Global Chief Marketing Officer Study, 2013

BY 2017, CMOS WILL SPEND MORE ON IT THAN THEIR COUNTERPART CIO.

PROGRAMMATIC BUYING ON THE RISE The rise of programmatic buying

To find a way to more regularly develop the type of stories that genuinely move people. To make them want to watch, engage, participate and share. There are artists that are able to do this consistently over decades but it is still far too hit and miss for us.

- Andrew Knott, Vice President - Media & Digital at McDonald's Corporation

“

Source: Coca Cola, Content 2020 Strategy

IN A CONVERGED WORLD WE HAVE TO

COLLABORATE BETTER

Because, all the expertise rarely sits in one building

PROCUREMENT MAKES IT A NUMBERS GAME

Procurement makes it a numbers game

Project-based assignments force agencies into the vendor business. But a valued partnership embraces long-term growth and thinking… The global economy, not just advertising, would be far better off if we would get back to truly embracing partnerships for mutual success

- Susan Credle, CCO, Leo Burnett USA

Source: http://blogs.hbr.org/hbr/hbreditors/2013/03/we_asked_marketing_execs_answe.html

Organisational structure slows it down

Marketing is touching so many more parts of the company now. It touches on service; it touches on product development. We need to organize in a way that starts to break down

the traditional silos in the business.

-John Hayes, American Express

TEAM COLOURS ARE A BARRIER

Team colours get in the way

The real key is people and developing the chemistry and the attitudes, in our staff, that create the right experience for customers. We’re constantly pushing this in our professional training because without the human element, all the rest counts for nothing.

-Steve Ridgway, Virgin Airlines

HOW DO WE CHANGE?

Rules are what the artist breaks; the memorable never emerged from a formula. -Bill Bernbach

Diffusing tribalism

client

media agency

creative agency

CHANGE

Individual strengths combined

Create the conditions for collaboration

Apply collaboration KPIs

Mutual respect and understanding

Why can’t media agencies think?

- Chris Jacques

Ego or insecurity? We need to work it out.