1. The Agency of 2020
What marketing will look like in 10 years’ time*
*The crackpot opinion of one agency boss

2. Let’s get to know each other

3. Digital has changed marketing.

4. Because digital is different

8. “...we have found that because
people spend microseconds before
they make decisions on the internet,
being plain spoken really works”
@dlawee | David Lawee
VP Corporate Development at Google

12. Consumers are in control

14. Digital is local…
Just over 8 million
South Africans online

15. 11 million South Africans
have had an internet
experience on a mobile
phone.

16. 6 586 260 Egyptians
3 799 340 South Africans
2 991 200 Nigerians
1 037 860 Kenyans

18. But above all, digital is NOT a channel.
And that changes everything.

19. Digital fills every facet of our lives

21. What is the impact of all this on the
marketing/advertising/communications
industry?

22. The biggest agencies 40 years ago

24. The biggest agencies 20 years ago

26. Then the web happened

27. The biggest agencies today

29. It took a external economic change
to achieve this

30. And now that digital is taking root in our lives,
the change is happening faster

31. In developed economies, marketing spend on
digital is nearing 40%

32. SA is only about 4%, but growing fast

34. 4 actors in the marketing game

35. The Big Dogs

36. The Specialists

37. The New Kids on the Block: digital agencies

38. …and of course the beautiful, adventurous Client
with their precioussssssss budget

39. Who, at the end of the day just wants one thing

41. Prediction:
The term “digital agency” won’t exist in 2020

42. Agencies that aren’t digital will be dead

43. At the moment we’re all frenemies in the
quest for the client

44. But the Big Dogs and the New Kids are
on a collision course

45. With scale, resources and deep Client
relationships, the Big Dogs definitely
have the upper hand

46. The New Kids are small and learning as
they go, but they are native to this new
marketing paradigm.

47. Digital is in the way they think

48. The Big Dogs will build and mostly buy their
digital competencies.

49. The New Kids will do the same from the other
direction although they will mainly build.

50. Who will be the victor?

51. Can an immigrant become a native?

52. Can David beat Goliath?

53. It is not the strongest species that survive nor
the most intelligent, but ones most responsive
to change.
Darwin

54. So what will the agency of 2020 look like?

55. They will work on performance

56. To get this right, they will be data driven

57. They will look at creativity differently
Tech Idea
Aesthetics

58. The agency of 2020 will understand how to
create, curate and communicate content

59. Because through brand platforms, their
clients will increasingly become publishers

60. 3 types of media
PAID EARNED OWNED
Adverts in: • Word of mouth • Your website
• TV • PR • Your Facebook
• Print • Online mentions page
• Radio • Fan content on • Your Twitter
• Online your Facebook stream
• Outdoor page • Your database
• Brand mentions • Your physical
Sponsorships on twitter store
• Your events
• Your brochures

61. Reach vs. Control
REACH
EARNED
OWNED
PAID
FOR
CONTROL

62. Impact over time
IMPACT
PAID
FOR
EARNED
OWNED
EARNED
TIME

63. With technology as the enabler to this type of
creativity, the agency of 2020 will have a
Client facing Chief Technology Officer

64. The successful agencies of 2020 will
be big and genuinely 360

65. Just like today and just like in 1971

67. They will do a lot more production in house

68. But they will spread their workload globally
both within and outside their groups

69. They will tap into the crowd where necessary

71. They will be organised by client not by discipline

72. Client Group
(Family)
Client Need / Requirements
Client Services
Brand Custodians Brief – 12 hours
THINK CREATE ENGAGE OPTIMISE
Name/ Name/ Name/ Name/
Surname Surname Surname Surname
Project
Creative Brief
Management
Brand Teams
Project Management Project Management Project Management
Ideation
THINK CREATE ENGAGE OPTIMISE
Name/ Name/ Name/ Name/
Surname Surname Surname Surname
KICK OFF KICK OFF KICK OFF
Production
Name/ Name/ Name/ Name/
Surname Surname Surname Surname
Account Management Account Management Account Management
Deployment
Sign Off

73. They will have their own “products”

74. And most importantly…

75. They will still value
the BIG IDEA above all else

76. Thank you
www.quirk.biz/heavychef