1. The PR Agency of the Future PRCA National Conference 2012

2. Danny Whatmough Director of Digital Strategies Chair of Worksteam Chair of PRCA Digital Group @dannywhatmough

3. Paul Doran Founder @dorando

4. Workstream Contributors Danny Whatmough, Director of Digital Strategies at EML Wildfire [CHAIR] Alex Pearmain, Head of PR and Social Media at O2 Jed Hallam, Director, VCCP Share Paul Doran, Founder at Switch Communications Karolina Shaw, Head of Corp Comms at Mozilla

5. Workstream Brief If we started an agency from scratch today….

6. Challenges

7. Opportunities

8. 1. Consider what clients want Agencies of the future need to understand how businesses are changing and new demands on marketing/PR

9. 2. Identify services in demand Agencies of the future need to be able to offer more services but must not chase the next ‘big’ thing

10. 3. Investigate new structures Agencies of the future need to develop structures that allow strategic specialists to thrive

11. 4. Invest in people Agencies of the future need to invest in skilled practitioners

12. 5. Understand the new value exchange Agencies of the future need to add value in areas that set them apart from other disciplines and in-house hires

13. PR Agency of the Future Danny Whatmough Director of Digital Strategies @dannywhatmough dannyw@emlwildfire.com