The advertising industry is facing a digital reality today where its operational model is being challenged. In order to survive in this new “ocean” our profession has to adapt but not necessarily to change. We have to learn how to swim effectively by rediscovering our key competencies and adding some new capabilities. Most importantly though we have to keep our heads above the water and continue to create ideas that turn “what if” into “what is”.

1. Swimming Lessons
for Account Guys
LOWE

2. Display Ads
S.E.O
Mobile
Social Media
Advertising
Viral
Marketing
LOWE

3. The Nature
of Waves
LOWE

4. Peak of inflated Expectations
Plateau of Productivity
Slope of Enlightenment
Disillusionment
Technology
Trigger
Source: Gartner Hype Cycle

5. Dive
Swim Fast
Emerge
Look
LOWE

6. The Power
of Waves
Early Late
Majority Majority
34% 34%
Early
Adopters C
}
13.5% H Laggards
LEVEL OF Innovators A 16%
2.5% S
EFFECTIVENESS
M
WEB 2.0 WAVES HILL OF HAPPY CLIENTS
The hype of innovation The Diffusion of innovation
The effectiveness level of a Digital innovation equals
the steepness of the “enlightenment slope”.
LOWE

7. The forces exercised at a swimmer.
Buoyancy
Drag Thrust
Weight
LOWE

8. The forces exercised at a Traditional Ad guy when he swims into the Digital Ocean.
Digital Penetration
Cost to Share of
Spending
the Future
Ratio
Lack of Knowledge
LOWE

9. Buoyancy / Digital Penetration
Online penetration in
Greece: 56.91 %. Number of
users on Facebook in
Greece: 2.807.240.
Facebook Penetration in
Greece: 26.,14 %
LOWE

10. Weight / Lack of Knowledge
Ad agencies are time
starved, money starved,
collaboration-poor and
competition-intense.
We are experience-led
industry in an innovation
driven market, sometimes
indulgent and narcissistic.
LOWE

11. Drag / Cost to Spending Ratio
The cost of providing basic
Digital services is directionally
double that of traditional “full
service” agency fees, when
expressed per dollar of media
spend. This results in an increase
in the so-called agency effective
commission rate.
“57,8 million Digital spend vs. 512,41 million TV spend”in
Greece for 2009.
Source: AAAA, IAB, in.gr LOWE

12. Thrust / Share of the Future
The future is now but it is not
evenly distributed yet. Only few
in our industry understand that
the best way to predict the
future is to invent it.
LOWE

13. INSIGHT BIG IDEA CONCEPT
SOCIABLE USEABLE DESIRABLE
Digital Agencies poses the in-water part, Traditional Agencies poses the out-water part.
Effective swimming needs mastery of both parts.
LOWE

14. Beware of the Fish...
SEEKER
ZEALOT
SKEPTIC
BIG FISH
UNBELIEVER
The types of clients you are going to meet in the Digital Ocean.
LOWE

15. Accounts
Swim
LOWE

16. a e
Id
ig
B
Creatives
Surf
LOWE

17. free swimming lessons
LOWE

18. Antonis Kocheilas
Managing Partner
LOWE Athens
email: antonis.kocheilas@loweworldwide.com
linkedin: http://gr.linkedin.com/pub/antonis-kocheilas/6/9b8/844

19. THANK
YOU
LOWE