This past Thursday in Los Angeles, I attended the first ever Le Book Connections in Los Angeles, a showcase of creative talent (photographers, models, stylists) and digital media companies that operated in Los Angeles and New York. The morning started with a panel on “How Agencies Should Select Partners and Implement Client Campaigns.” The topic was unclear, but that was the underlying theme of the conversations taking place. The panel featured:

• Nick Bishop, President and CEO of DDB West
• Hashen Bajwa, Director of Digital Strategy at Droga5
• Mike Geiger, Chief Digital Office at Goodby, Silverstein & Partners
• Jayanta Jenkins, Creative Director of TBWA\Chiat Day

Digital Media Accounts For 66% of Most Creative Agencies’ Revenue

Through the flurry of conversations happening during this panel, here is the one insight that I picked up on from all of the panelists: In the past  three years, you’ve all seen your clients’ requests for digital services increase from under 15% to over 68%, making digital media account for nearly two thirds of your gross revenue.  It’s safe to say that:

“Digital media and social interaction have become a cornerstone in an advertising agency’s foundation. What are each of your tips for creating highly effective multidimensional, integrated client campaigns?” – Macala Wright

Jayanta Jenkins, Chiat Day/ Gatorade Replay Campaign:

A key component of success: Having people who can think outside the box.  You also have to have someone who understands the behavior of the audience/consumer group you’re attempting to influence. Ask yourself, “What do I want these people to say about my client’s brand or product?”

Hashen Bajwa, Droga5 – Jay-Z & Microsoft Bing Decoded

For each project, you have to [treat it like a movie] and cast it correctly. You have to have the right partners and crew members who have subject matter experiences in their niche. For example, if you need someone who specializes in Microsoft Silverlight, you must have the best Silverlight specialist you can find. You then have to develop a strategy that will address the challenge the client is facing. Once you’ve figured out how you’re going to approach the challenge, you then need to bring your solution to life.

Note: Decoded was one of the most talked about campaigns in 2010. The campaigned used Bing’s Maps features to find pages of Jay-Z’s memoir throughout New York and the surrounding Burroughs. During the campaign, Bing visits grew by 11% and campaigned raised Bing’s search share to over 8%.

Bonus tech insight I loved from Bajwa: “As agencies and marketers — we can’t outsmart the people that developed a certain technology; but we can show them how our creative insights and marketing strategies can move the pendulum in their favor when using their technologies to create relationships with people.”