Presentation by Ashok Lalla, President - Digital, Euro RSCG - Made at the ClickAsia Summit 2011, Mumbai

1. The Changing Face
Of The Agency

2. Media Buyers
turned
agencies
Tech
Enthusiasts
companies
turned
turned
entrepreneurs
agencies
Specialists Digital arms of
turned mainline
generalists agencies
Specialist
shops

4. Because...
“A brand is no longer
what we tell consumers it is.
It’s what consumers
tell each other it is. ”

5. digital
add-on
CRM
events
ATL
brand

7. Digital &
Agencies
Social
Clients Consumers

8. Digital &
Consumers
Social
Agencies Clients
Always On, 24x7 communication streams
The new reality of real-time:
Actions, Measurement, Responses
The closeness of consumers to brands:
Close as a Click, Tweet, Like, Update
Technology as a crucial enabler of ideas
and outreach

9. Digital &
Consumers
Social
Agencies Clients
Widely connected and always switched on
No longer passive recipients of messages,
but creators and carriers instead
Empathy with communication that
involves them, apathy to being ‘talked to’
Inclined to support causes, not promotions

10. Digital &
Consumers
Social
Agencies Clients
Demands on digital to be Marketing driver
instead of being peripheral support
Want sharper integration that goes beyond
mere lip service to channels used
Expecting to see Life beyond the ‘Like’
Believe Digital can create real business ROI
and want to see how

11. Digital &
Consumers
Social
Agencies Clients
Days of departments & silos are numbered
Linear ideation through execution is passé
Teams need to include the Client,
Consumer & Agency
Campaigns aren’t about clever hooks, but
enduring platforms

12. To A New Agency-Client Culture & Philosophy…

14. To view video, please click http://bit.ly/i4XJAq

15. Ashok Lalla
Join my Group On President – Digital
Euro RSCG
ashok.lalla@eurorscg.com
A Growing Community of Marketing &
Digital Folks From Over 30 Countries @ashoklalla