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Independence is a virtue

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Independence is a virtue

Publicada em: Dados e análise
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Independence is a virtue

  1. 1. Independence is a virtue ANDREW MCLEAN – MERCURY MEDIA
  2. 2. Insights from both holding companies and independent  MEC  GroupM  PHD  Omnicom  Mercury Media
  3. 3. The journey to independence is always tough
  4. 4. Independent agencies are growing faster than holding companies Ave. Independent Agency Growth % Ave. Holding Company Agency Growth % Source : Annual reports / Ad Age
  5. 5. Driven by  Digital Growth  Advertisers – Trust and local control  Technology
  6. 6. But more by People and Culture  Driven  Independent  Control  Scrappy  Can do attitude  Not political  Clients first  Proud
  7. 7. Priorities impact people who create the culture Holding Company  Shareholders  Clients  People / Employees Independent Agencies  Clients  People
  8. 8. “ ” The worst thing that ever happened to agencies was becoming public companies – The day that happened clients were replaced by shareholders as the most important people in the relationship RUBIN MARKS CEO COLGATE n
  9. 9. A reaction to business challenges and slow growth?
  10. 10. Culture beats size
  11. 11. “ ” I saw a red agency, a green one, purple, blue one…and they showed be all the same things GLOBAL CMO DURING RECENT REVIEW Perceived lack of differentiation at holding companies
  12. 12. Independence and diversity are seen as positives by clients and some arrangements trouble them
  13. 13. Agencies need a good mix of local and internatonal clients
  14. 14. Media distribution is now democratized
  15. 15. Advertisers and clients are complicit in this  Procurement – cost NOT value  Appreciating local market differences  Over focus on small number of large markets
  16. 16. This old phrase is no longer relevant
  17. 17. Digital buying is about outcomes not audiences – scale doesn’t mean lowest pricing
  18. 18. Holding companies always buy rather than building
  19. 19. Digitally connected world makes collaboration easier and means we don’t need physical networks
  20. 20. There is a growing negative perception amongst advertisers
  21. 21. You don’t need flags in a map to be part of a network You need to have a similar mindset and approach
  22. 22. Independence – more valuable than ever, hard fought and worth more

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