IPA Future Foundation
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This document outlines a presentation on the future of marketing and agencies. It discusses emerging technologies that will impact consumers by 2025 like widespread use of wearables and predictive analytics. Four scenarios for 2025 consumer engagement are presented: Brand Me-Q, Me & The Brand Next Door, iControl, and Best Buy Brands. It also discusses how agencies may adapt their business models, talent, creativity, and offerings in response to these future scenarios. A panel discussion follows on aligning topics like innovation, customer experience, and brand communications with the scenarios.
IPA Future Foundation
- 1. Welcome to The Future of Marketing and Agencies Monday 6th July 2015 Wifi: OC Visitor Password: OCwifiguest4659 #AdValues #BMMC15 @IPA_Updates
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- 9. Marketing and Agencies: 2025 The Future of Consumer Engagement New scenarios and their implications for brands and agencies Michael Agnew, Account Director #AdValues #BMMC15 @IPA_Updates
- 10. 10 Evaluation of 2006 project Agency and CMO Interviews Development of implications 2025 scenario generation IPA Strategy Group Workshop responds to scenarios Future Foundation / IPA report The Adweek Sessions (inc. CMO Benchmarking Group) Project Process #AdValues #BMMC15 @IPA_Updates
- 11. 11 2 0 2 0 2 0 2 52 0 1 5 IMPACTON CONSUMERS Consumer Tech Timeline 2025 A shift to mobile- first for the majority Experience Economy intensifies : personalised, relevant, immersive Visual / multimedia content becomes dominant means of communication Majority of consumers are using some form of wearable tech 3D printing is established in mainstream Retail/Commerce anywhere/everywhere Predictive analytics is successfully implemented Artificial Intelligence delivers real-time service improvements on a range of platforms #AdValues #BMMC15 @IPA_Updates
- 12. 12 Engagement 2025: drivers of change Brand is enabler/curator Consumer is enabler/provider Brand focuses on emotional engagement Brand focuses on functional engagement 12 #AdValues #BMMC15 @IPA_Updates
- 13. 13 Engagement 2025: drivers of change Brand focuses on emotional engagement Brand focuses on functional engagement THE SAVVY RECEIVER Brand is enabler/curator THE SELECTIVE RESISTOR Consumer is enabler/provider 13 #AdValues #BMMC15 @IPA_Updates
- 14. 14 Consumer is enabler/ provider Brand is enabler/ creator Brand focuses on emotional engagement Brand focuses on functional engagement Future of consumer engagement scenarios ME & THE BRAND NEXT DOOR BRAND ME-Q BEST BUY BRANDS iCONTROL #AdValues #BMMC15 @IPA_Updates
- 16. 16 BRAND ME-Q 16 BRANDED LIFESTYLES BRIEF ENCOUNTERS EPHEMERAL UNIQUE BELONGING CONSTANT CUSTOMER SERVICE WIRED GUANXI #AdValues #BMMC15 @IPA_Updates
- 17. 1717 Brand tailors treats to personal tastes Unforgettable service Referral programme keeps acquisition and retention high #AdValues #BMMC15 @IPA_Updates
- 18. 18 ME & THE BRAND NEXT DOOR 18 CASUAL CONNECTIVITY PERFORMATIVE PERFECTION THE CELEBRITY NEXT DOOR BIOMETRICS BUDDY BRANDS CONSUMER EGO REIGNS PASSION MATTERS #AdValues #BMMC15 @IPA_Updates
- 19. 19 Always on the next move. Supports you the *star*. Provides the live content to personalise & suggests the most suitable networks to share with 19 #AdValues #BMMC15 @IPA_Updates
- 20. 20 iCONTROL FUNCTIONAL CRUISE CONTROL PEER POWER AGILE AUTONOMOUS MY PRICE #AdValues #BMMC15 @IPA_Updates
- 21. 2121 SHOP YOUR LOOK! PLACE BID + 1 POINT FOR INFLUENCE + 2 POINTS LOYAL CUSTOMER Brands partners bring unique style Platform coded by consumer Real time bidding places consumer in control #AdValues #BMMC15 @IPA_Updates
- 22. 2222 YOUR BRAND REPORT INFLUENCE BOOSTED SAVED £9.23 AWARDED LOYALTY POINTS Brand report shows which brands add most value #AdValues #BMMC15 @IPA_Updates
- 23. 23 BEST BUY BRANDS EXPERTS FOR EVERYTHINGUSEFUL RIGHT PRODUCT, RIGHT PRICE RELIABLEMANAGED TRANSPARENCY #AdValues #BMMC15 @IPA_Updates
- 24. 24 POWERED BYSMALL ENTERPRISE DISTRIBUTION PLATFORM Sources local delivery options Selects most efficient route Automatically checks local providers to deliver competitive price £ £ £ £ 24#AdValues #BMMC15 @IPA_Updates
- 25. 25 Aligning topics with scenarios INNOVATION TALENT CUSTOMER EXPERIENCE BRAND COMMUNICATIONS #AdValues #BMMC15 @IPA_Updates
- 27. 27 BUSINESS MODELS & REMUNERATION TALENT BRAND PORTFOLIOS PRODUCT & SERVICE OFFER CREATIVITY Framework used for agency discussion:
- 28. 28 Consumer is enabler/ provider Brand is enabler/ creator Brand focuses on emotional engagement Brand focuses on functional engagement New agency models in response to scenarios ME & THE BRAND NEXT DOOR BRAND ME-Q BEST BUY BRANDS iCONTROL #AdValues #BMMC15 @IPA_Updates
- 34. INSERT IMAGE Panel Discussion Chair: Janet Hull OBE, Director of Marketing Strategy, IPA James Caig, Head of Strategy, True Digital Claire Banks, Digital Planning Director, McCann Bristol Gemma Coles, MD, Mubaloo Bristol Chris Thurling, Business Mentor and Consultant #AdValues #BMMC15 @IPA_Updates
- 35. INSERT IMAGE Janet Hull OBE, IPA Director of Marketing Strategy janet@ipa.co.uk Michael Agnew, Director, Future Foundation michaela@futurefoundation.net #AdValues #BMMC15 @IPA_Updates