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  1. ‘Agencies are critical’ says Facebook Chief

    ‘Agencies are critical’ says Facebook Chief

    Facebook’s vice president of global marketing Carolyn Everson has announced that agencies have a “critical” role to play in the future of Facebook.

    Although we believe this is true to a point, we do believe that the UK’s creative and media agencies hold the key to bigger brands for Facebook, which means ad spend and big revenues rather than in technical innovation.

    That being said, Facebook Ads do work. Working with two major brands in 2012 with social media, Facebook Ads are cheaper and are more targeted, compared with paid search advertising on search engines such as Google.

    Speaking to Campaign Everson said:

    “Agencies are critical… It is absolutely essential for us to have tight relationships with the agencies, which helps us scale.

    “My team compared to most of our competitors – Google or Microsoft – we’re smaller, and we’re smaller for a reason. We believe it helps us to be more nimble.

    “We want to partner with the agencies; we have zero interest in dis-intermediating them. I have a dedicated agency team now that works under me at a global level, and we have folks in each region.

    “So we have a team in the UK that focuses exclusively on the agency community. The faster we can make sure that the agency community is not only up to speed but really being strategic advisors to clients the better for our business, because they help us scale.”

    Everson said: “We need them in our corner. Creative agencies are critical. The way the creative agency community has to think about this is that for many decades they’ve been thinking about the 30 second spot or the print or the billboard.

    “They have to think about Facebook as an open, creative canvas, and their skill set around sparking a conversation is probably a new skill set.

    “Creative agencies used to think about why should someone care, they now have to think about why would they care and why would they share?”

    Facebook’s advertising revenues rose 69% to hit $3,154m (£2bn) in 2011, according to accounts filed for its $5bn initial public offering in February. Advertising was cited as Facebook’s driving commercial force, responsible for 85% of its $3.7 billion total revenues last year.

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