This document discusses challenges facing the advertising industry and potential remedies. It identifies 7 client needs that many agencies ignore and 3 areas where agencies are out of sync with clients. It also outlines 4 gaps in agency authenticity. The document then proposes 12 remedies for agencies to better serve clients and lists 10 potential new agency models for the future.
8. Chapter One Situational Analysis 7 client needs many agencies ignore. 3 areas where agencies are “out of synch” 4 gaps in agency authenticity FUTURE LAB
13. Client Need #3: Be A Trusted Media Partner 91% Consider the media buying process to be insufficiently transparent Of the 50 largest advertisers in the world ... 85% Are convinced their media agency had deals outside the client agreement 74% Opined that these deals caused bias in the choice of media and recommendations. FUTURE LAB
14. Agency Response #3: Bad Apples The Occasional Scandal Underperformance and “creative math”” Continued Intransparency Image 1: CC 2.0: Phauly Image 2: (c) Design 56 – Dreamstime.com Image 3: (c) Aleksander Ruzicka FUTURE LAB
23. Chapter One Situational Analysis 7 client needs many agencies ignore. 3 areas where agencies are “out of synch” 4 gaps in agency authenticity FUTURE LAB
30. Chapter One Situational Analysis 7 client needs many agencies ignore. 3 areas where agencies are “out of synch” 4 gaps in agency authenticity FUTURE LAB
44. #9 Synch to Global Reality Image: (c) Sebast1an – Dreamstime.com FUTURE LAB
45. #10 Establish A Clear and Differentiated Position FUTURE LAB
46. #11 Align Good Apples, Get Rid of Bad Ones (c) This framework is property of Management Centre Europe – used with permission Customer Proposition Behaviour of Leaders Processes & Structures Performance Metrics Strategy Commitment Culture FUTURE LAB
61. More Information & Action If you want more information on this report or would like to discuss the pursuit of any of the strategies discussed in your agency, get in touch with us on info@futurelab.net: International: + 32 2 733 8332 Alain Thys/Stefan Kolle Athens: +30 210 6101240 Milton Papadakis Bucharest: +40 751 229 217 Ramona Patrascanu Hamburg: +49 40 2780 6223 Anne Marx Kiev: +38 067 502 99 41 Olga Vaganova Moscow: +7 905 500 5856 Marina Natanova Shanghai: +86 136 2179 9450 Jan Van den Bergh For a conversation on aligning the people in your agency to your strategy, get in touch with Management Centre Europe who have acted as co-sponsor to this report: Mr. Patrick Faniel Customer Specific Solutions Director Tel.: +32/2/543.21.20 Email: pfaniel@mce-ama.com FUTURE LAB
62. WWW.FUTURELAB.NET - BLOG.FUTURELAB.NET - 100.FUTURELAB.NET - PROBES.FUTURELAB.NET About Futurelab and This Report FUTURE LAB