1. There’s never been a better time
to start a digital marketing business
Martin Brooks, CEO
martin@work-club.com
@martinbrooks

2. Hey! Agency-side people!

3. Hey! ever thought of starting your own agency?
Agency-side people!
Have you

4. Hello, Client-side people
Have you/would you hire an independent
digital agency to work on your brand?

5. There’s never start-up
been a
better time to
why’s it important?
what are major clients are looking for in this region?
why is now good?
what are the benefits to clients?
what do you need to succeed?
what’s it like?
why do it?

6. 01/01/01
07/07/07

10. 5 years later...

12. Is#there#something#different#about#independent#agencies?

13. UK Creative Agency of the Year 2002-2012
2012. BBH
2011. BBH
2010. Adam & Eve
2009. No winner
2008. Mother
2007. Fallon
2006. Fallon
2005. Mother
2004. BBH
2003. BBH

14. 2013 Top UK agencies (by billings)

15. Global network Brands. Built on Individuals.
Frank Lowe
David Ogilvy
Harry McCann
Maurice Saatchi
Leo Burnett
John Hegarty

16. Passionate. Creatively driven. Purposeful.
Diverse. Skilled. Competitive.
Frank Lowe
David Ogilvy
Harry McCann
Maurice Saatchi
Leo Burnett
John Hegarty

17. 17 out of 20 are network agencies

18. PUBLICIS
HAVAS
WPP
IPG
OMNICOM
DENTSU

19. Please don’t misunderstand me...

20. The Life Blood
of our Industry
Start-ups are
Networks, Talent, Clients & Economies all need a strong
independent sector

21. In every region of the world
Digital
Demand
>
supply

22. OK, & Easternabout
but what Europe?
Central

23. Clients, Networks, M&A people all agree,
the region needs more...
Digital
Brand
Creative
Analytics
Social
Mobile
Digital
B2B

24. I spokeresponsibility for Europe
to 5 client contacts with
digital

25. “Agency expertise in digital across Europe is
enormously varied.
We are looking for the right agency partners
in the region every day in the
but there are still large inequalities have
speed of innovation meaning that basis.” to
we
work on a market by market

26. “Yes,&despite&the&procurement&challenges,&I&really
like&to&hire&start8ups&if&the&people&are&great.
If&the&capabilities&are&there&(and&often&evidenced
in&former&roles)&then&there&are&big&advantages&to
being&an&early&client.”

27. “While'a'network'agency'may'offer'some'initial
reassurance,'we’ve'found'local'offices'to'be
typically'weak.'
We'are'always'open'to'working'with'local
businesses,'in'fact'we'actively'encourage'it.”

28. “In$3$years,$I$haven’t$yet$met$a$quality$data$&
analytics$agency$provider$outside$of$Western
Europe$>$that$has$got$to$be$a$big$opportunity
for$Central$and$Eastern$European$agencies
going$forwards.”

29. “We$can’t$find$enough$Eastern$European
agencies$that$are$strong$on$marketing
strategy$and$understand$the$role$of$brands
within$a$digitally$enabled$world.$
Production$is$simple$to$find,$
good$quality$advice$is$far$harder”

30. Major&Clients&in&Central&&&Eastern&Europe&are
looking&for&specialist&digital&capability&right&now

31. Why$has$there$never$been$a$better$time?

32. Digital'world,models,change,the,operating,rules

34. Clients(are(more(open(minded.
They’re(looking(for(new(approaches(

37. Clients(looking(for(new(ways(to(connect(with
consumers...

40. OK,$clients$want$new$things,$but$
Why$is$hiring$a$start5up$or
Independent$a$smart$move?
Senior$founding$partners$working$on$your$business
A$fresh$approach,$a$new$way$of$thinking
Local$market$insight$and$expertise
but$fundamentally,$it$goes$deeper...

42. vs

43. What%does%it%take%to%be%a%successful
independent?

44. 1
4
3
2
3

45. What’s$it$like?
The$lows$are$lower
The$highs$are$higher

46. Why$do$it?

47. Nothing(beats(the(satisfaction(
of(building(your(own(successful(business

48. Business making proper money
ownership is
your only shot at

49. It’s%the%only%way%and%the%only%time%you’ll%
find%out%how%good%you%really%are.

50. Today’s famous agencies were built by people
like this...

51. Tomorrow’s famous agencies will look very
different:
They’ll be digitally-powered,
They’ll be virtual & physical,
Their product will be far wider,
Many will be run by women,
They’ll be in Brazil, Indonesia, Romania,
But someone’s got to start them...

52. Will it be you?