Conference Buddies

Media Boot Camp Power Session:  The Modern Agency

MODERATOR:
Tim Hanlon, Executive VP, Managing Direcor, VivaKi Ventures

PANELISTS:
Torrence Boone, CEO, Enfatico
Jordan Warren, President, San Francisco, Agency.com
Sharon Gallacher, Global Media Director and Managing Director, Neo@Ogilvy San Francisco
Winston Binch, VP and Managing Director of Interactive Crispin Porter + Bogusky

• Advertising, Direct, CRM, Ad Analytics all in one P/L
• Integrated agency, leveraging strengths from world wide (i.e. bangladesh)
• Attack specific business challenge (modern business challenges)
• Full service digital agency

Integrated Marketing

• Brand communications that can sell
• Media agency bundled – own business plan, salaries, etc.
• Media thinking and technical thinking put where the creative momentum is.
• Hyper-targeted – video components served by audience type (by gender, sport, etc.).
• New disciplines interaction director, technology director added to the modern agency (in addition to the creative, media buying, other roles)
• Focus on analytics
• From an agency perspective, no one figured out social media, mobile, etc.
• Poor economy places more emphasis of accountability
• Don’t confuse Tactics with Strategy
• Re-engineering to measure ROI
• Companies don’t measure the impact of media on search / seo

Integration vs. Re-Integration vs. Silo
Money vs. Ego
Holding company  (scale, financial, leverage)
WPP/Y&R/ plug into capabilities

Brand vs. Performance

• All is performance, it’s how you measure it