The Modern Agency

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The Modern Agency

• Mark Kingdon, CEO
• Organic, Inc.
• November 2007

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Innovator in Web 1.0Technology, Media,
Strategy, Branding, Analytics

• First interactive agency (1993)
• First major brand web site (Levis)
• First banner ad (ATT on Hotwired)
• First open-source web server (Apache)
• First major web analytics tool (Accrue)
• First automotive web site (Volvo)

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Leader in Web 2.0 Interactive Advertising AND
Web Design
Forrester Research Wave
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We Think of Ourselves as Experience
Designers. We have Digital DNA. We work with
brands who market high involvement or high
consideration purchases where digital
matters. We start with the consumer first.
Always. Usually in the form of personas. We
craft experiences that Engage gt Persuade. We
measure our success and try to get better every
time.
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1/7 of the mass of an iceberg is visible above
the waterline
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Most brand communications are focused above the
waterline
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Brands are communities. Millions of
conversations occur below the surface.
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Breakthroughs come when you find connections and
create conversations
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There is a digital divide
Why?
21 of Consumers Media Consumption
The 3x Gap
Ad spending on the internet continues to lag
consumers consumption of the medium
7 of Ad Spending
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You get the picture
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The Traditionalist vs. the Modernist view

• Traditionalist
• Born in the era of Broadcast TV
• Top of the food chain for 50 years
• Analog DNA
• Focused on 1/4th of one of the 4Ps
• Believe brands can control perception
• Largely unaccountable
• Little to no process
• Planners own insights
• Creatives own creativity
• Cult of the creative super-star

• Modernist
• Born in the digital era
• Fighters
• Digital DNA
• Cross the 4Ps
• Believe consumers control brand perception
• Highly scrutinized
• Comfortable with process
• Put customer at the core
• Natural systems thinkers
• Creative is an adj. not a dept.

Traditional
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Thank You.
Mark Kingdon CEO, Organic, Inc. mark_at_organic.com
http//threeminds.organic.com