“the Indie Summit is a global event. It’s about the changes and global trends which affect all of us, all over the world.Europe and the US still drive a lot of global business – but we all know, we are living in the “Asian century.” (indiesummit.net)
Christian: I do admit, the Chinese visa application almost prevented me to attend the Indie Summit 2019. But every challenge opens new perspectives. This agency event attracted roughly 120 agency leaders from around the world this year. My guess is 40% European, 20% American, 20% Chinese and 20% other Asian attendants met from May 8 to 10. The program was a mix of:
- two member agencies presenting their specific services offers & expertise to enable cooperations and
- more analytic approaches of the communications industry to inspire new roles in interacting with clients or changing value propositions to clients as well as
- Chinese agencies educating us on the specificities of the Chinese digital & social media eco-system, on why 25% of all global brands are registered in China & on how bridge the technology gap between China and the rest of the world.
Three presentations stood out and inspired me the most:
- THE CLIENT PERSPECTIVE by Marsha Lindsay from https://www.lsb.com/
She told us to stop selling marketing, PR & communications to our clients, but to start supporting CMOs’ & CCOs’ real needs: to enable growth. And to help marketing executives to market marketing in their organizations.
- THE FOUR KEY STEPS TO BUILDING A MORE PROFITABLE AGENCY BUSINESS by Linzi Boyd & Darren Shirlaw from https://businessofbrand.com/
The best possible complement to Marsha Lindsay’s presentation, offering a much wider definition of growth than profit or turnover – think purpose, change of mindsets or happy teams. A shift in perspective & strategy that will change our role from service provider to partner of our clients.
- CREATIVITY – HERE COMES THE NEXT GENERATION by Ramaa Mosley & Hope Farley from https://adolescentcontent.com/
Their agency offers Gen Z marketing campaigns created and produced by Gen Z art directors, filmmakers, actors, influencers – aged between 11 and 20. Once you have seen their stuff, you will never even think again to communicate yourself with Gen Z consumers without having them in your team.