Ad Agencies: How to Stop Chasing New Business

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The Barkley agency has created a number of thought leadership platforms that drive our new business. In this session of the Fuel Lines New Business Conference, Jeff Fromm, Executive VP at Barkley, shares how his agency has created a number of thought leadership platforms that drive new business. One of the most successful has been built around Millennial Marketing.

Marketing

1
Unlearn + Reimagine + Innovate + Evolve

4FutureCast 2015 All Rights Reserved
EMPLOYEE
OWNERS

5Copyright© 2014 by FutureCast. All rights reserved. FutureCast 2015 All Rights Reserved

6
PEOPLE STARTED TALKING ABOUT US
FutureCast 2015 All Rights Reserved

8
$1.3 TRILLION OF DIRECT SPENDING POWER
6 MILLION WITH HH INCOME ABOVE 100K
25% OF US POPULATION
11.6 MILLION MILLENNIAL
HOUSEHOLDS WITH CHILDREN
MILLENNIALS BY THE NUMBERS
FutureCast 2015 All Rights Reserved

Millennial Milestones
Source: Family Room LLC
go to school get a job start a familyget married buy a house
get a jobgo to school
get marriedstart a family
buy a house
FutureCast 2015 All Rights Reserved

MASLOW
HIERARCHY OF
NEEDS
10Copyright© 2014 by FutureCast. All rights reserved.
Self-Actualization
Pursue Inner Talent, Creativity,
Fulfillment
Self-Esteem
Achievement, Mastery, Recognition,
Respect
Belonging - Love
Friends, Family, Spouse, Lover
Safety
Security, Stability, Freedom from Fear
Physiological Needs
Food, Water, Shelter, Warmth
FutureCast 2015 All Rights Reserved

…FOR
MILLENNIALS
11Copyright© 2014 by FutureCast. All rights reserved.
Self-Actualization
Pursue Inner Talent, Creativity,
Fulfillment
Self-Esteem
Achievement, Mastery, Recognition,
Respect
Belonging - Love
Friends, Family, Spouse, Lover
Safety
Security, Stability, Freedom from Fear
Physiological Needs
Food, Water, Shelter, Warmth
FutureCast 2015 All Rights Reserved

THE MILLENNIAL MINDSET™
IS MORE THAN A DEMOGRAPHIC

THE PATH TO PURCHASE IS NO LONGER A LINEAR MODEL
14
AWARENESS
INTEREST
DESIRE
ACTION
FutureCast 2015 All Rights Reserved

16Copyright© 2014 by FutureCast. All rights reserved.
UNIQUENESS MEANINGFULNESS AUTHENTICITYINNOVATION

MILLENNIAL LOVE TRUTH #1
DON’T TELL ME YOU’RE THE BEST,
I’LL DECIDE THAT FOR MYSELF

18Copyright© 2014 by FutureCast. All rights reserved.
MARKING THE END OF THE
PASSIVE CONSUMER

MILLENNIAL LOVE TRUTH #2
WE LOOK FOR BRANDS THAT PROVIDE EXPERIENCES
AND ADVENTURE

21Copyright© 2014 by FutureCast. All rights reserved. FutureCast 2015 All Rights Reserved

FutureCast 2015 All Rights Reserved
∑
2010 SITUATION ANALYSIS

FutureCast 2015 All Rights Reserved
∑
WHO IS YOUR MOST IMPORTANT CLIENT

FutureCast 2015 All Rights Reserved
Marketing to Millennials..

28Copyright© 2014 by FutureCast. All rights reserved. FutureCast 2015 All Rights Reserved
PIECES OF
CONTENT ON
MILLENNIAL
TRENDS AND
INSIGHTS
OVER
700

• INCREASED CONVERSION
• REDUCED PITCH LENGTH
• SOME BYPASS REVIEWS
• SIGNIFICANT INCREMENTAL REVENUE
RESULTS

THANK YOU
Jeff Fromm
JFromm@thefuturecast.com
millennialmarketing.com

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Ad Agencies: How to Stop Chasing New Business

1. 1 Unlearn + Reimagine + Innovate + Evolve

2. 2 WE’RE BARKLEY

3. 3 WE’RE BARKLEY 50 IN REVENUE MILLION

7. 7

8. 8 $1.3 TRILLION OF DIRECT SPENDING POWER 6 MILLION WITH HH INCOME ABOVE 100K 25% OF US POPULATION 11.6 MILLION MILLENNIAL HOUSEHOLDS WITH CHILDREN MILLENNIALS BY THE NUMBERS FutureCast 2015 All Rights Reserved

9. Millennial Milestones Source: Family Room LLC go to school get a job start a familyget married buy a house get a jobgo to school get marriedstart a family buy a house FutureCast 2015 All Rights Reserved

10. MASLOW HIERARCHY OF NEEDS 10Copyright© 2014 by FutureCast. All rights reserved. Self-Actualization Pursue Inner Talent, Creativity, Fulfillment Self-Esteem Achievement, Mastery, Recognition, Respect Belonging - Love Friends, Family, Spouse, Lover Safety Security, Stability, Freedom from Fear Physiological Needs Food, Water, Shelter, Warmth FutureCast 2015 All Rights Reserved

11. …FOR MILLENNIALS 11Copyright© 2014 by FutureCast. All rights reserved. Self-Actualization Pursue Inner Talent, Creativity, Fulfillment Self-Esteem Achievement, Mastery, Recognition, Respect Belonging - Love Friends, Family, Spouse, Lover Safety Security, Stability, Freedom from Fear Physiological Needs Food, Water, Shelter, Warmth FutureCast 2015 All Rights Reserved

12. THE MILLENNIAL MINDSET™ IS MORE THAN A DEMOGRAPHIC

15. 15 MILLENNIAL BRAND LOVE

17. MILLENNIAL LOVE TRUTH #1 DON’T TELL ME YOU’RE THE BEST, I’LL DECIDE THAT FOR MYSELF

19. 19 RAISED IN A PARADOX OF CHOICE

20. MILLENNIAL LOVE TRUTH #2 WE LOOK FOR BRANDS THAT PROVIDE EXPERIENCES AND ADVENTURE

25.

31. • INCREASED CONVERSION • REDUCED PITCH LENGTH • SOME BYPASS REVIEWS • SIGNIFICANT INCREMENTAL REVENUE RESULTS

32.

33. THANK YOU Jeff Fromm JFromm@thefuturecast.com millennialmarketing.com

Editor's Notes

Greg + FC Intro: Made a commitment to always having a grip on ‘what’s next’ We study cultural trends, we work with great modern brands (big + small), we and we talk with a lot of millennials We’re a dedicated team of millennial influencers who understand that rules written today should be broken tomorrow.
Certainly, uncertain.
Include everyone, fix everything.
Consult Brand Index, add love segments
We’ve always had the perception(?) that we had a choice.
Include everyone, fix everything.
Southwest Airlines logo - December 2009
Include everyone, fix everything.
Southwest Airlines logo - December 2009

Ad Agencies: How to Stop Chasing New Business

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