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
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
Agree with your thoughts. Think you should add: - will not have creative teams, but rather multi-disciplinary, client focused teams (client lead, UX, tech, analytics, search, paid etc)- Will do a lot of video production in house- Performance will not just be around bonuses, but actually taking a share in sales. eg. earning a % for every car sold- Will need killer generalists · They will have an ability to tap into the wisdom of the crowd when necessary· They will have many staff who work remotely and on contract – not all of them, but a significant proportion· They will be organised by client and not by discipline – clients will be mini agencies within agencies thus breaking up the corporate agency monolith into smaller businesses leveraging shared knowledge and economies of scale· They will have their own “products” – if you are being paid on performance, you may as well leverage that risk into your own products as well· They will spread their work out globally both within and outside their groups – if you are working on performance, client conflict becomes less of an issue than ROI· They will still value the big idea above all else – and rightly so