{"id":12639,"date":"2011-01-12T00:00:00","date_gmt":"2011-01-12T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/uncategorized\/show124\/"},"modified":"2019-03-01T21:23:57","modified_gmt":"2019-03-01T21:23:57","slug":"show124","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/talk\/show124\/","title":{"rendered":"The Coming Digital El Nino: Traditional Interactive Agencies are Facing Extinction"},"content":{"rendered":"\n<p>The Coming Digital El Ni\u00f1o Traditional Interactive Agencies are Facing Extinction<a href=\"#resources\">Click Here for Additional Resources<\/a><\/p>\n\n\n\n<figure><iframe loading=\"lazy\" width=\"100%\" height=\"180px\" src=\"\/\/percolate.blogtalkradio.com\/offsiteplayer?hostId=755&amp;episodeId=1443997\" frameborder=\"0\" allowfullscreen=\"\"><\/iframe><\/figure>\n\n\n\n<p>A conversation with <b>DJ Edgerton<\/b>, Founder and CEO of <a href=\"http:\/\/www.zemoga.com\/\">Zemoga<\/a>, and other invited experts (including <b>Fabio Gratton<\/b>, Co-founder, Chief Innovation Officer, <a href=\"http:\/\/www.ignitehealth.com\/\">Ignite Health<\/a>; See <a href=\"#bio\">guest bios<\/a>), about the failure of traditional interactive agencies to keep pace with social media technology and how emerging market social media boutiques like Zemoga are positioned to take advantage of pharma&#8217;s growing need for innovation in this space.<br clear=\"ALL\"><br>\n\nAired LIVE on: <b>Wednesday, 12 January 2011.<\/b> Listen to <a href=\"http:\/\/www.blogtalkradio.com\">internet radio<\/a> with <a href=\"http:\/\/www.blogtalkradio.com\/pharmaguy\">Pharmaguy<\/a> on Blog Talk Radio<\/p>\n\n\n\n<p>You may also visit this <a href=\"http:\/\/www.blogtalkradio.com\/pharmaguy\/2011\/01\/12\/the-coming-digital-el-nino-traditional-interactive-agencies-are-facing-extinctions\"><b>Pharma Marketing Talk Segment Page<\/b><\/a> to listen to the audio podcast.<\/p>\n\n\n\n<p>This show and ALL Pharma Marketing Talk shows are available as podcasts via <a href=\"http:\/\/www.blogtalkradio.com\/showlauncher.aspx?show_id=1443997&amp;link_type=podcast_downloads&amp;link=http:\/\/boss.streamos.com\/download\/blogtalkradio\/show_1443997.mp3\"><b>PMT on iTunes<\/b><\/a> (FREE!).<\/p>\n\n\n\n<p><b>Background<\/b><\/p>\n\n\n\n<p>&#8220;While the digital revolution has given birth to exciting new forms of media that help brands reach their desired audiences, it has also exposed just how much some traditional U.S. ad agencies have failed to keep pace,&#8221; said DJ Edgerton in a recent AdWeek article (see <a href=\"#Resources\">Additional Resources<\/a> below). &#8220;In fact, U.S. agencies must adopt a new model of collaboration to avoid being washed over by the digital El Ni\u00f1o swelling just south of its borders.<\/p>\n\n\n\n<p>&#8220;Over the past decade, more than a few U.S. Fortune 100 companies have awakened to the digital innovation and creative talent coming out of countries like Colombia, Argentina, Brazil and Costa Rica. American powerhouse brands like Sears, Nickelodeon, HBO, Rodale, Pfizer and Toyota have all discovered the wealth of forward-thinking, strategy-driven digital products and services coming out of South America &#8212; as well as other regions around the world &#8212; as our global economy becomes increasingly borderless,&#8221; said Edgerton.<\/p>\n\n\n\n<p>&#8220;It&#8217;s been a long time coming since we&#8217;ve seen major disruptive in the agency space,&#8221; said Jeremiah Owyang of Web Strategy Blog (see <a href=\"#Resources\">Additional Resources<\/a> below). &#8220;10-15 years ago we saw the rise of internet agencies, digital agencies, and web marketing boutiques, and then a fast consolidation during the downturn. Now, we&#8217;re seeing the rise of social media boutiques, and we have telling data that shows they are threatening the budgets of traditional digital agencies in a particular type of client.&#8221;<\/p>\n\n\n\n<p>&#8220;Once corporations realize that social business is not about short term campaigns, they give $ to boutique agencies,&#8221; said Owyang. &#8220;The data from the buyers indicates there&#8217;s a significant jump in spending on boutique social media firms when the buyer is advanced and sophicaiated in social business. They know their traditional agency lacks flexibility or doesn&#8217;t have a business model for social engagement and relies on them. This is a great opportunity for the boutique agencies, who let the traditional agency do education, set plans in place, experience a few failures letting boutiques swoop in.&#8221;<\/p>\n\n\n\n<p><b>Questions\/Topics Discussed<\/b><\/p>\n\n\n\n<ul><li>How do you grade your agencies digital chops?<\/li><li>What to look out for when partnering or &#8220;collaborating&#8221;?<\/li><li>What are the key capabilities\/skills and agency should have to offer the greatest opportunity for success?<\/li><li>What are the major differences in digital projects that if not aware of, can derail a project?<\/li><li>How can we make Reg Revue more efficient and flexible?<\/li><li>How can we educate both clients and agencies on best practice?<\/li><\/ul>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><b>Guest Bio<\/b><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/DJ-Edgerton_El_Nino.jpg\" alt=\"DJ Edgerton\"\/><\/figure>\n\n\n\n<p><b>DJ Edgerton<\/b>, Founder and CEO of Zemoga, has worked in the traditional and digital agency space for over 20 years. During that time he has specialized in developing and leveraging technology to provide groundbreaking business solutions for Fortune 500 companies. His range of expertise includes development of large-scale enterprise-wide custom applications and digital campaigns that feature award-winning design, user experience, and information architecture. His combination of traditional and interactive design skills has led to the creation of award-winning projects across a wide variety of media. Edgerton&#8217;s distinct multidisciplinary and multimedia skill set provides a unique resource that helps create innovative, engaging, and exciting projects for consumers and clients alike.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/fabio_gratton_106x121.jpg\" alt=\"Fabio Gratton\"\/><\/figure>\n\n\n\n<p><b>Fabio Gratton<\/b> is the Chief Innovation Officer and a founding partner of Ignite Health, one of the fastest-growing healthcare agencies in the US. Gratton works closely with the agency&#8217;s creative and account teams to develop Internet strategies for all agency clients. Gratton, a graduate of UCLA&#8217;s acclaimed film program, worked as a screenwriter prior to channeling his passion for storytelling to the medical marketing industry. Ignite recently launched Incendia Health Studios, a purpose-driven media company focused on creating media properties that leverage rich media, video, and interactive technologies to engage people living with chronic illnesses and those who care for them. In addition to helping develop Internet strategies for existing Ignite clients, Gratton has assumed President and CEO responsibilities for Incendia.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><b>Additional Resources<\/b><\/p>\n\n\n\n<ul><li><a href=\"http:\/\/www.adweek.com\/aw\/content_display\/community\/columns\/other-columns\/e3ibb4535c502b7b74b2f2930870a9c976c\">The Digital El Ni\u00f1o<\/a>: A new breed of Latin-American talent has replaced barriers and stereotypes<\/li><li><a href=\"http:\/\/www.digidaydaily.com\/stories\/trust-the-new-advertising-paradigm\/\">Trust: The New Advertising Paradigm<\/a><\/li><li><a href=\"http:\/\/www.web-strategist.com\/blog\/2010\/12\/21\/trend-how-social-media-boutiques-are-winning-deals-over-traditional-digital-agencies\/\">Trend: How Social Media Boutiques are Winning Deals Over Traditional Digital Agencies<\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Learn how you can decrease time to market and reduce costs to deploy strategic initiatives<\/p>\n","protected":false},"author":2,"featured_media":14097,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1202],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - 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