SUMMARY OF DAY 1
Meeting with Cheil.
This little known agency – Korean with Samsung as main client – is starting to re boot and create new awareness on a world wide basis.
Identified six key trends in digital :
· Brands are still in control
· Shoppability – every screen should be an opportunity for commerce
· Snackable content – use of emoticons
· Data drives mass personalization
· The internet of everything – ecosystems, connectivity, functional integration
· The sharing economy eg Uber and similar.
Cheil is an agency of 5000 people world wide and 45 offices.
Participation brands out perform others due to the emotional involvement of consumers. Great premise.
Presented an excellent case study on client Philips – talking about “return on involvement” - a different ROI.
IRIS sees itself as a problem solving agency – very much focused in business solutions.
18 months ago started up. Highly successful already – based in Brooklyn. They produce digital products for clients such as Google, Chase, Virgin etc. Brand development, page development, digital development. Extraordinary people.
Advertising and PR – compete or co-operate
Social media has had a huge impact – the rise of the conscious consumer.
We are all able to publish now – whatever and whenever we want. Story telling is at the core of campaigns. It is the thinking that wins.
PR is moving into creative content – and starting to hire Creative Service Directors – from ad agency traditional backgrounds in order to meet the needs.
Measurement needs to include “sharability” ie will the campaign be shared by consumers – build this into the analytics. Lots more to report on re this topic – will send more detail on my return. Great discussion.
Originally George P Johnson – founded in 1914.
Now a collection of owner managed experiential agencies with six main agencies in the group. Lively, interesting and great atmosphere. They are all over the world including in Kenya – not yet in SA. Agencies include:
· Partners+ Napier
· George P Johnson
All of them work with each other on the various clients. Each also have their own client lists.
This is a successful ESOP – ie the employees own the businesses.
Fascinating business model and some brilliant work – more to share on my return.
And that was Day 1.