For decades marketing had
a simple supply chain.

It was agency-centric with creative as the main source e of revenue. Fees were transparent and based on services. Agencies owned 100% of brand activities acting as the main intermediaries between brands and consumers, managing all activities—strategies, creative, media and execution. Life was good.

Enter digital marketing 
and
suddenly, everything changed.

The agency-centric supply chain was disrupted. Technology bypassed agencies managing brands directly. The erosion caused by media buying and verification technology added to the disruption with agencies now owning only 25%  of brand activities.

Then, chaos.

Just when clients needed to trust their agencies the most, agencies didn’t evolve. They stuck to an obsolete playbook used for decades with disastrous consequences all around.

In 2018, it became clear no one
trusted digital marketing anymore

…despite the fact that, in 2018, digital advertising rapidly grew to dominate advertising with 51% of U.S. ad spending. Complexity made digital marketing unprofitable.*  Publishers earn less than 50% of all revenue from the content they produce.* And worse yet, consumers have lost trust in the content and ads they see online.

*Sources: eMarketer/IAB?Appnexus … Digital now makes up 51% of US ad spending – $207B and Digital is $108B

It also became clear that the agency holding company business model lost the trust it took decades to build.

Here's the proof:

Agency holding companies stock’s down over two years:
WPP -42%    OMNICOM -20%.    PUBICIS  -27%

73% of Advertisers do not trust their agencies expertise in technology.*

6 out of 10 brands intend to put their accounts into review 2019 due to a lack of trust in their agency.*

*Sources: eMarketer/Appnexus

In 2019, everyone in the digital ecosystem wants to be able to trust the web again. Now they can.

The Trust Web is radically different
than today's agency holding companies.

The business model innovates through organizational tech efficiencies.

Acquisition technology is the scalable foundation to manage a new set of trust requirements that rewrite the marketing holding company structure:

Agencies members have a vertical focus to lead client planning and management centered on acquisition marketing. Members would access the tech stack as needed.

Platform/Technology provides the architecture, technologies, and optimization to power business outcome planning; including audience data, privacy compliance, transparency and fraud management.

Holding Company Value Proposition is a new approach to be the leader in the disruptive “trust” revolution through a single supply chain – from planning to accountability.

The business model innovates through operational tech efficiencies.

The Trust Web innovates through a new operational structure that is highly efficient because all roles have a direct line of sight into acquisition performance.

Progress Planners lead the strategy and campaign planning initiatives; campaign engineers; creative; experiential designers.

Platform Planners lead the architecture optimization of clients’ marketing tech stack; platforms, programs, and data.

Performance Planners are a new expertise to plan the “trust” performance of all marketing initiatives from campaigns to predictive modeling.

Need more information The Trust Web? Click here. Do you have specific questions or are interested in investing? Contact us here.