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Innovation In Advertising

Innovation In Advertising



My talk at El Sol on innovation in Advertising

My talk at El Sol on innovation in Advertising



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    Innovation In Advertising Innovation In Advertising Presentation Transcript

    • Innovation in Advertising31.05.13(#adinnovation)
    • 31.05.13 #adinnovationMarketing vs Digital vsAdvertising Innovation
    • We are seeing the rise of thein-house agencyIn the 2011 Big Won annualrankings, the second most-highly awarded agency in theworld for digitalcommunications was In-House.31.05.13 #adinnovation
    • A lot of most interesting workcoming from brands31.05.13 #adinnovation
    • .. and clients are expecting usto be innovative“In the same way our audience expects usto consistently deliver them new andawesome experiences, we expect ouragencies to consistently deliver new andinnovative ideas.”Jamie Coomber,Global Director, Digital Marketing, Converse31.05.13 #adinnovation
    • .. and so is our audience“If you want to talk to me in my world, youneed to operate at my pace.”18 Year Old31.05.13 #adinnovation
    • .. who themselves are provingto inspire innovation.31.05.13 #adinnovation
    • But what is innovation?31.05.13 #adinnovation
    • It is... not31.05.13 #adinnovation
    • It is not... creativity“Creativity is thinking up new things.Innovation is doing new things.”Theodore Levitt, Professor,Harvard Business School31.05.13 #adinnovation
    • It is... ideas that changeeverything31.05.13 #adinnovation
    • It is... ideas that spawn ideas31.05.13 #adinnovation
    • “Innovation is finding newand better ways to solveproblems and opening upnew opportunities”31.05.13 #adinnovationMy definition
    • The Agency Pillars ofInnovation?31.05.13 #adinnovation
    • SeniorResponsibility31.05.13 #adinnovation
    • The rise of the InnovationOfficer31.05.13 #adinnovation
    • ... but it must be everyone’sresponsibilty“..all Unilever’s new category brandswere invented before its muchlauded and copied move toinnovation centres in the 1990s”John Kearon, CEO Brainjuicer31.05.13 #adinnovation
    • SeniorResponsibilityR&DBudget31.05.13 #adinnovation
    • ... experimentation isimportant31.05.13 #adinnovation
    • ... experimentation isimportantA client told me “I didn’t want to pay formy agencies to experiment and innovate asmuch as I needed them to”Alex Jenkins,Editor, Contagious Magazine31.05.13 #adinnovation
    • ... experimentation isimportant60% Proven30% Proving10% Testing new models31.05.13 #adinnovation
    • ... experimentation isimportantYou can see furtherfrom the frontier31.05.13 #adinnovation
    • SeniorResponsibilityR&DBudgetBecoming Partof theEcosystem31.05.13 #adinnovation
    • ...as individuals31.05.13 #adinnovation
    • ...as individuals21/06/06 Early 2007 05/03/0714/12/07200701/04/08 08/10/09 21/02/11 Mar’1231.05.13 #adinnovationNov’11
    • ...as individuals“I believe one of the ways that marketersremain fresh and keep innovating is byliving in the space. I encourage all of ourmarketers to go out and live in it. ”Keith Weed, CMO, Unilever31.05.13 #adinnovation
    • ...launching Probes31.05.13 #adinnovation
    • ...launching Probes31.05.13 #adinnovation
    • ...investing in Start-ups31.05.13 #adinnovation
    • ...or building your own apps31.05.13 #adinnovation
    • SeniorResponsibilityR&DBudgetBecoming Partof theEcosystemCreating timefor innovation31.05.13 #adinnovation
    • ...ringfencing time10%31.05.13 #adinnovation
    • ...ringfencing time• It’s a sandbox, not structured play — sometimes they will havespecific briefings as part of 10%.  But usually they just have thecurious and talented people do what they want.  The McKinney 10%• Be entrepreneurs — in order for a project to get off the ground, theindividuals need to hustle, evangelize their ideas, form teams — it ison them. • Total transparency — everybody needs to know what everybody isworking on.  Steve Johnson calls this an open database of hunches 31.05.13 #adinnovation
    • SeniorResponsibilityR&DBudgetBecoming Partof theEcosystemCreating timefor innovationExpand yournetwork31.05.13 #adinnovation
    • ...expanding the network31.05.13 #adinnovation
    • ...expanding the network31.05.13 #adinnovation
    • ...expanding the network31.05.13 #adinnovation
    • SeniorResponsibilityR&DBudgetBecoming Partof theEcosystemCreating timefor innovationExpand yournetworkSet Clear KPIsfor innovation31.05.13 #adinnovation
    • ... estalishing key KPIs isessential“Smart experiments thatmake a difference”Amelia Torode, Head of Innovation,Chime31.05.13 #adinnovation
    • ... estalishing key KPIs isessentialTesting new platformsFinding new audiencesGrowing revenueNew product revenueCulture change and agency inspirationAwards and reputationWinning new business31.05.13 #adinnovation
    • SeniorResponsibilityR&DBudgetBecoming Partof theEcosystemCreating timefor innovationExpand yournetworkSet Clear KPIsfor innovationThe rightculture31.05.13 #adinnovation
    • ...as individuals“At a client level innovation is ultimatelydriven by the senior business directors asit inherently requires delivery - and theirrelationship provides a key role in settingthe environment for clients to commit tonew, progressive thinking. ”Dan Gregson, Managing Director, BMB31.05.13 #adinnovation
    • Tom Uglow, CD, Google’s Creative LabInnovationExperimenta+on  +  Explora+onPlay Fun= = =An alternative definition ofinnovation31.05.13 #adinnovation
    • Are you having fun?31.05.13 #adinnovation
    • “Choose a job you love,and you will never work a day inyour life”ConfuciusHave fun31.05.13 #adinnovation
    • QuestionsDaniele FiandacaHead of Innovation@yellifdaniele.fiandaca@cheil.com31.05.13 #adinnovation