1. Webinar The Interactive Agency Landscape
Jim Nail, Principal Analyst
June 28, Call in at 10:55 a.m. Eastern time

2. What is an interactive agency?

3. What is “digital”?

4. What is “digital”? (cont.)

5. Digital or traditional?

6. Source: Ladbrokes (http://www. ladbrokes
Source: Ladbrokes ( Nike (

7. Agenda What is an interactive agency?
The future is mediator, not agent.
The four types of mediators

9. Agencies’ roles have changed

10. Agencies’ roles have changed (cont.)
Milestone
1844

11. Agencies’ roles have changed (cont.)
Milestone
1930 to 1940s

12. Agencies’ roles have changed (cont.)
Milestone
1960s

13. Agencies’ roles have changed (cont.)
Milestone
1981

14. Targeting
Media
consumption
Image
Response
Unique selling
proposition

15. What is an interactive agency?

16. Relationship
Experience
Connection
Engaging
Conversation

17. Agencies’ roles have changed

18. Relationship
Experience
Connection
Engaging
Conversation

19. Agenda What is an interactive agency?
The future is mediator, not agent.
The four types of mediators

20. Value exchange mediator
A firm that blends strategy, creative, technology, media, and data offerings to connect brands and their audiences in ways that balance satisfying customer needs against achieving business goals

21. Agenda What is an interactive agency?
The future is mediator, not agent.
The four types of mediators

22. Value exchange mediators address four core marketing goals
Add value.
Build loyalty.
Build brand.
Drive leads/sales.

23. Value exchange mediators address four core marketing goals (cont.)
Business transformers
Identify adjacent innovation.
Add value.
Build loyalty.
Build brand.
Drive leads/sales.

24. Value exchange mediators address four core marketing goals (cont.)
Business transformers
Identify adjacent innovation.
Add value.
Build loyalty.
Build brand.
Experiential branders
Embed emotion into experiences.
Drive leads/sales.

25. Value exchange mediators address four core marketing goals (cont.)
Business transformers
Identify adjacent innovation.
Add value.
Build loyalty.
Build brand.
Experiential branders
Embed emotion into experiences.
Drive leads/sales.
Lead in-market consumers through discover/explore.
Demand generators

26. Value exchange mediators address four core marketing goals (cont.)
Business transformers
Identify adjacent innovation.
Add value.
Audience engagers
Experiential branders
Conduct always-on conversations.
Build loyalty.
Build brand.
Embed emotion into experiences.
Drive leads/sales.
Lead in-market consumers through discover/explore.
Demand generators

27. Business transformers
MEDIATORS THAT DEFINE POTENTIAL OR REDEFINE THE VALUE PROPOSITION
Core skills
Consumer insight
Business strategy
New product/service development
Barriers
Harmonize “soft” human empathy skills with “hard” technology skills.

28. Business transformers (cont.)
MEDIATORS THAT DEFINE POTENTIAL OR REDEFINE THE VALUE PROPOSITION
“We aspire not to even be a communications agency. We make things that make the product more useful and valuable.”
Core skills
Consumer insight
Business strategy
New product/service development
Loren Grossman
Chief Strategy Officer, RAPP
Barriers
Harmonize “soft” human empathy skills with “hard” technology skills.

29. Experiential branders
BALANCE DIGITAL INTERACTIONS WITH MORE EMOTIONAL RESONANCE
Core skills
Cross-channel experience
Multichannel messaging
Communications strategy
Barriers
Egalitarian culture
Ideas emerge from any area.

30. Experiential branders (cont.)
BALANCE DIGITAL INTERACTIONS WITH MORE EMOTIONAL RESONANCE
Core skills
Cross-channel experience
Multichannel messaging
Communications strategy
“With digital, you can change behavior before you change attitudes.”
Colin Kinsella
CEO, Digitas
Barriers
Egalitarian culture
Ideas emerge from any area.

31. Demand generators Core skills Barriers Data Optimization Analytics
MEET CONSUMERS WHERE THEY ARE; GUIDE THEM THROUGH LIFE CYCLE
Core skills
Data
Optimization
Analytics
Barriers
Inject data-informed human judgment into algorithmic processes.

32. Demand generators (cont.)
MEET CONSUMERS WHERE THEY ARE; GUIDE THEM THROUGH LIFE CYCLE
Core skills
Data
Optimization
Analytics
“We target audiences that are ready to act and find inventive ways to turn intention into action.”
Robert J. Murray
Global Chief Executive Officer, iProspect
Barriers
Inject data-informed human judgment into algorithmic processes.

33. Audience engagers Core skills Barriers Customer data
CONVERSE WITH THE ALWAYS ADDRESSABLE CUSTOMER
Core skills
Customer data
Content: strategy, creation, and integration
Barriers
Break transaction-centric mindset to support ongoing conversations.

34. Audience engagers (cont.)
CONVERSE WITH THE ALWAYS ADDRESSABLE CUSTOMER
“Our goal is to engage with the whole customer, not just as buyers and users of brands but as creators, participants, critics, champions.”
Core skills
Customer data
Content: strategy, creation, and integration
Stewart Pearson
Chief Client Officer, Wunderman
Barriers
Break transaction-centric mindset to support ongoing conversations.

35. Time to evolve beyond interactive agencies
Define assignments by business goal, not media/channels.
Create narrower, more focused RFI/RFP processes.
Probe culture and processes, not just lists of technical skills.
Evaluate how they solve business problems.

36. Q&A

37. Jim Nail
blog.forrester.com/jim_nail