The IPA Adaptahon: Agencies need to adapt by partnering with the best innovative tech companies
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The IPA Adaptahon: Agencies need to adapt by partnering with the best innovative tech companies

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THE IPA ADAPTATHON. The Bakery ran an adapt lab for the IPA. This was the contention. The economics of supply and demand (theres a surplus of great tech companies) plus open innovation (the fact that ...

THE IPA ADAPTATHON. The Bakery ran an adapt lab for the IPA. This was the contention. The economics of supply and demand (theres a surplus of great tech companies) plus open innovation (the fact that no-one can have the best talent in their building) plus Client demand means Agencies will need to sell existing technology instead of always building from scratch

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  • The Bakery is a marketplace that finds the best tech to solve brand problems
  • The Bakery is a marketplace that finds the best tech to solve brand problems
  • We are going to present you a model which we think the time is now forIt’s a provocation. You don’t have to buy it But we think you should
  • We are going to present you a model which we think the time is now forIt’s a provocation. You don’t have to buy it But we think you should
  • We are going to present you a model which we think the time is now forIt’s a provocation. You don’t have to buy it But we think you should

The IPA Adaptahon: Agencies need to adapt by partnering with the best innovative tech companies The IPA Adaptahon: Agencies need to adapt by partnering with the best innovative tech companies Presentation Transcript

  • AGENCIES WILL SURVIVE AND THRIVE BY PARTNERING WITH the BEST EXISTING TECHNOLOGY RATHER THAN TRYING TO BUILD IT THEMSELVES
  • A WORLD OF PARTNERSHIP WHERE EVERYONE DOES WHAT THEY ARE BEST AT TECH COMPANIES BUILD TECHNOLOGY AGENCIES GET IT TO MARKET
  • WE WORK WITH AGENCIES TO HELP THEM AND THEIR CLIENTS GET INNOVATIVE TECH COMPANIES‟ PRODUCTS TO MARKET
  • Imagine a virtual assistant as good as a human
  • Imagine an antidote to banner blindness
  • Imagine helping your plumbers to CONVERT CUSTOMERS
  • Imagine SIDESTEPPING SALESMEN TO convert at point of sale
  • Imagine gifting your mates a round when you can‟t be there
  • Imagine HELPING MUMS TO UNDERSTAND new born baby‟s emotion
  • How we do it Service Product Accelerator: 8 weeks > trial market Marketplace: Match existing tech to brand issues
  • TECH TO TRIAL MARKET Accelerator
  • ADAPTING: OUR BELIEF ON HOW AGENCIES CAN SURVIVE AND THRIVE
  • Agencies will survive and thrive by partnering with the best existing technology rather than trying to build it themselves
  • CLEARLY the current model SUCKS
  • THE MACRO SHIFTS MAKE “same old” LESS viable Society: Abundant Information Technology: Software eating the world Talent: The rise of open innovation
  • THE AGENCY‟S ADPATED ROLE fROM TO COMMS PRODUCTS AND SERVICES HUMANS SOFTWARE BUILDING TECHNOLOGY SELLING EXISTING TECHNOLOGY TIME BASED MODELS “LICENSING PLUS” MODELS
  • building bespoke is a barrier for agencies doing stuff BUILDING BESPOKE HIGH RISK, HIGH COST REPURPOSING EXISTING LOW COST / LOW RISK Nb £50k is suggested budget to set aside
  • Especially with the glut of supply
  • A NEW MODEL
  • IMAGINE A WORLD WHERE EVERY BRIEF WITH A “PRODUCT AND SERVICE” RESPONSE Communications Existing products and services
  • IMAGINE THE UPSIDES FOR THE AGENCIES More upstream through access to problems you aren‟t considered for Less „cognitive wastage‟ New revenue streams – more services Possibility on being „cut in‟ on the licensing
  • AGENCIES WILL SURVIVE AND THRIVE BY PARTNERING WITH the BEST EXISTING TECHNOLOGY RATHER THAN TRYING TO BUILD IT THEMSELVES