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Future Marketing Summit NYC
There was so much information that we couldn’t possibly write it all in one article. So we will be giving it to you in smaller portions, which will be easier to digest.
The theme of this year’s global event was INTEGRATION. Throughout the two days, speakers and panel discussions analyzed the real opportunities for genuine integration in all aspects of brand communication. From advertising to design, PR, branded entertainment, environments, live events and everything in between, no possible area was dismissed.
 The summit kicked off with Scott Goodson, chairman and chief creative at StrawberryFrog giving the keynote address. His topic, “Change the model, change the world”. He had 4 main points and we’ve summarized them below.
NEW AGENCY MODEL
Agencies are regarded as suppliers. Suppliers will be valued less and less. The idea generators will be the most valued because they create the most value. They should outsource execution, which doesn’t mean giving up responsibility, but we should not try to do everything. They should steward the brand.
An example Scott talked about was Open Ad which focuses on ideas. Buying ideas, holding a pitch to find ideas, and licensing ideas are some of the things you can do there.
Another example he gave was http://www.departmentofdoing.com which is based out of New Zealand. They are an idea shop that partners with agencies to develop and market ideas.
NEW VALUE CULTURE.
Agencies that deliver value become part of the client’s business culture. The old model focused too much on execution. The more efficient you are, the more the client saves money and the more it benefits both sides.
However, it requires a rethink of ideas. Some agencies like Crispin are getting equity from their clients as a way to get more involved and get more respect from the client. Innovation for agencies is only important when you can make a living from it.
NEW TALENT CULTURE
The agency of the future will be structured completely differently. Writers, business minds, creative technologist, art director, culturalogist, designer, architect, concert producer, pr, digital creative will be the professionals working around an idea.
The agency is not the only one who has to change, clients must do the same.
NEW CLIENT MODEL:
Ideas are not coming from the agencies or clients, they are coming from consumers. The future is not about user generator content, it’s about user generated products. He gave the example of CrowdSpirit where people work together to create products together. Depending on your contribution to the development of the product you receive a share of the product revenue.
Scott also used the site Idea Wins as an example of this. They apparently received millions of entries to this.
Ideas will change the world was one of his final thoughts. Scott’s examples were: Project Red, and The World Council For New Thinking .Scott concluded his speech by saying that it all leads us to the New World Model which in essence is based out of ideas contributed by everyone.
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Issue #2.1 - NY Summit Special
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