last week C4E invited me to speak at the event Agents Who Excel. I leave here the presentation, the text that I prepared the presentation, and video recorded Javier Piedrahita, the Direct Marketing .
8 keys to success of creative Territory More
presentations of Fernando Polo .
me introduce you to Carlos Jimeno . Carlos is creative advertising. A restless mind that observes the world and look through a special viewer. Able to unite and develop concepts metaphors, they are mainly on the right side of the brain that controls things like the musical sense, recognizes faces, draw, or sing ... I present to you now
Sonderer Alexandre, an engineer programmer. His muscle is in the left hemisphere of the brain, the rational handling concepts such as mathematics and language. If Charles and Alexandre have met in 1997, surely would have become friends, and even do not have minded working together. But if Alexander had come to a company with 100 Carlos, probably would not have accepted the offer. And the same if Charles had reached a 100-Alexandre.
In 1997, this happened every few minutes three. Technology companies seeking to hire creative designers and advertising agencies that were desperate programmers to meet growing demand, web pages, and the emerging online media advertising. They failed
, collided head-on into a formidable business intangible: the corporate culture. In 1997, there was a great disturbance in the force (in the field of advertising), the mass of the commercial Internet. And to deal with, given the corporate culture barrier, large advertising groups and / or technology, created or invested in interactive agencies, creating hybrid cultures from scratch, where developers or creative culture did not reach a dean and antithetical to their own, but together creating a new culture.
Year 2009, another disturbance in the force opens up new opportunities, but in the absence of economic bubble investing millions to support the "incumbents" do not move tab, and let new players become masters of the Social Media space. Web 2.0 is a progressive disturbance far greater than the 97. But it is silent.
And what is a social media agency. Territory creative vision is radical. The new agency is NOT an agency, is a consulting agency.
me introduce you to Kevin Sigler . Kevin has worked for years in strategic marketing consultancy. Master ESADE MBA in marketing, and several years working in PwC Consulting. Is Cartesian and creative. It can analyze a problem from the perspective of the business, and translate it into a complex and abstract solution must also sell from the outside. And I will show also Alberto Ramos, a journalist. He was responsible for Terra sports sections and 20minutos.es is restless, reflective, more geek and a wonderful supervisor and responsible for editorial content. Neither
Alberto and Kevin had endured much in a dinosaur advertising. But creative Territory showed them a vision and were convinced. That vision looks like a triangle linking strategy, management and creativity Community.
In 2009, Creative Territory had 12 years of history behind , as the perfect interactive agency type, ie, undifferentiated. But I had a purple cow: marketing blog founded in 2005, which was (and is) the most read blog marketing and influential in English: not by chance, so virtually no mention of Tc, but what interest to the reader, in particular the new marketing. And in recent years, also has brilliant external contributors, making it a great group blog.
In 2009, I joined to Tc in the day to day, and convinced my brothers (we are 3 Polo ) of 2 things: we had to grow much and stop being vulnerable. Expand and diluted to give input to new partners. And I convinced them that it had to focus and abandon the concept of interactive agency to become an agency social media marketing consultant.
Tc in 12 months went from 10 people to be 4, to restart and as of today, have approximately 30 people in the project, including employees, external partners and leading professionals in the making (not fellows). 2010 will record revenue of approximately EUR 1 M, almost tripling the 2009 . Our intention in 2011 is again double billing.
8 KEYS TO SUCCESS
# blog
in 2005, launching a blog was to innovate. Not today. There were 3 English marketing blogs, corporate or that. The blog has transformed us as a company, we have been learned, taught us to share, and created a strong brand in a very specific environment.
# fansdetusfans
In 2007, Forrester published a report that talks about the connected agency. The agency of the future, allowing customers to connect with their fans, and influentials.
# agency-consultant
Positioning and focus. Position itself as a perfect hybrid between a creative agency and marketing consultant. Because of the unknown, there is no way, there must first be what. And we must be credible. Tc has signed strategic projects for companies in the IBEX 35, which never would have hired an agency for a similar project.
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organization restructure, reinvent, redefine the areas, profiles, profiles hiring unlikely to cope with the disturbance in the force.
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Positioning methodology and focus, again. Focus allows the development of methodology, the methodology reverses learned in each project in the next project, and positions us as experts indisputable.
# creatividad2.0
In the world of "earned media", there is no room for boring advertising, for there to purchase advertising space. We must implement Agile development of creative, style scrum methodology. Indepencia should be given more creative teams, and measure their performance by metrics (KPIs). Revitalization plans should be developed to shake communities to accelerate the gradual improvement of indicators that allows the Community-based Management. Low cost actions. " quick Fail, fail soon, fail cheap." Social media a laboratory. Let us try, if it fails, the next action. If it works, enhanced.
# tcmetrics
Innovation is getting out of the box, our business models. If we sell talent and man hours, why can not we also sell products that differentiate us, which we position as an innovator, that make barriers to entry. TcMetrics is a Social Media Analytics software, which benefits all customers of Tc.
# tecerianos
As Pablo Melchor says, there are 2 ways to achieve business success, through culture or methodology and a whip. A great team, a culture of excellence, and to really believe the team we're the best, through our daily efforts. They did, they did not know it was impossible.
