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Strategy Playbook

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Designing adaptive strategy for creative agencies in the digital world.

Designing adaptive strategy for creative agencies in the digital world.

Published in Design
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  • It is so nice when you have the chance to connect with somebody who share the same thoughts and beliefs :) This is definitely the way to go. We are being commoditized in the same speed that our client businesses are. Too sad to see that only few players in our industry are getting the message... Congrats for your work. Keep walking :)
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  • nice insights. great design thinking approach.
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  • Ana - this is very interesting but it seems like a lot of what you're suggesting is a) selling strategy as a stand along offering and b) a healthy dose of comms planning ideas (with maybe a little bid of production innovation thrown in).

    I'd challenge the feasibility f this in terms of agency culture and financial models. Agencies make money through production. Strategy is a lower margin business with lower repeat buying, more selling effort etc. Very few agency lead consultancies have genrated significant revenue because they haven;t got the resources or attention they need.
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  • So true. Thanks to share.
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  • Hell, yes!
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  • 1. STRATEGY PLAYBOOKDesigning Responsive Strategy for Creative Agencies 1
  • 2. THE CHALLENGE.Create a systemic, proactive and continuous growth that builds on the agency’s existing strengths without diluting its unique culture. 2
  • 3. AGENCIES RESPOND TO THIS CHALLENGE BY: NewOfferings Adding new services (Labs, Studios, Interactive Production, Digital product development, Social Media, ? Digital strategy, Digital media planning)) ExistingOfferings Making legacy business Expanding into new more valuable categories and industry (Integrated campaigns, Digital products, Digital systems) verticals Existing Clients New Clients 3
  • 4. THEY ARE SLOWER TO TACKLE A LONG-TERM, FUTURE- FACING GROWTH OPPORTUNITY: NewOfferings Adding new services Can agencies become (Labs, Studios, Interactive Production, value brokers in the Digital product development, Social Media, Digital strategy, Digital media planning)) digital world? ExistingOfferings Making legacy business Expanding into new more valuable categories and industry (Integrated campaigns, Digital products, Digital systems) verticals Existing Clients New Clients 4
  • 5. THE ROLE OF STRATEGY IN THE LONG-TERM, FUTURE-FACING GROWTH 5
  • 6. BY ITS VERY NATURE, STRATEGY IS WELL POSITIONED TO HELP CONSUMER • It clarifies the problem • Formulates the hypothesis about the solution and selects a method to test it • Sets clear and constant objectives • Defines resources needed to meet them BUSINESS MARKET • Combines convergent and divergent thinking, direction and inspiration • Human-centered, sustainable, holistic • Designs the plan for execution BRAND • Requires internal and external collaboration • Defines how success will be measured 6
  • 7. BUT THE WAY AGENCIES ARE CURRENTLY USING STRATEGY IS LIMITED:• Surveys, focus groups and secondary-research audience insights• Brand Models• Trend mapping• Competitive overviews• Summary of best practices• Comms planning and Engagement Planning• Data and Analytics• As a set-up for creative concepts 7
  • 8. THIS IS HOW THEY CAN BE USING IT:• Create a hub for primary, design thinking-driven consumer insights, brand audits, and business analysis. Develop problem-solving briefs and establish a digital-first strategic process. Don’t just set the stage for the creative, but inspire it to become even better. 8
  • 9. THIS IS HOW THEY CAN BE USING IT:• Create a hub for primary, design thinking-driven consumer insights, brand audits, and business analysis. Develop problem-solving briefs and establish a digital-first strategic process. Don’t just set the stage for the creative, but inspire it to become even better.• Explore new revenue models and come up with new commerce opportunities for brands. Detect digital growth opportunities on an agency level. 9
  • 10. THIS IS HOW THEY CAN BE USING IT:• Create a hub for primary, design thinking-driven consumer insights, brand audits, and business analysis. Develop problem-solving briefs and establish a digital-first strategic process. Don’t just set the stage for the creative, but inspire it to become even better.• Explore new revenue models and come up with new commerce opportunities for brands. Detect digital growth opportunities on an agency level.• Nurture relationship with innovators who are disrupting business. Connect the agency with the wider digital ecosystem. 10
  • 11. THIS IS HOW THEY CAN BE USING IT:• Create a hub for primary, design thinking-driven consumer insights, brand audits, and business analysis. Develop problem-solving briefs and establish a digital-first strategic process. Don’t just set the stage for the creative, but inspire it to become even better.• Explore new revenue models and come up with new commerce opportunities for brands. Detect digital growth opportunities on an agency level.• Nurture relationship with innovators who are disrupting business. Connect the agency with the wider digital ecosystem.• Create thought leadership content (articles, POVs, reports, presentations) to be used in agency marketing and sold to clients. 11
  • 12. THIS IS HOW THEY CAN BE USING IT:• Create a hub for primary, design thinking-driven consumer insights, brand audits, and business analysis. Develop problem-solving briefs and establish a digital-first strategic process. Don’t just set the stage for the creative, but inspire it to become even better.• Explore new revenue models and come up with new commerce opportunities for brands. Detect digital growth opportunities on an agency level.• Nurture relationship with innovators who are disrupting business. Connect the agency with the wider digital ecosystem.• Create thought leadership content (articles, POVs, reports, presentations) to be used in agency marketing and sold to clients.• Become a new revenue stream for the agency as a stand-alone service that is pitched to clients separately from creative development. Expand agency offerings to include brand books, social media playbooks, brand strategy, strategic platform development, and content strategy. 12
  • 13. MORE SPECIFICALLY, STRATEGY CAN SPUR GROWTH BY FOCUSING ON THE FOLLOWING TASKS: INNOVATE CONNECT LEAD INSPIRE 13
  • 14. Innovation of consumer experience and commerce business models 14
  • 15. Innovate Design and develop innovative Scout digital markets experiences to come up with newand commerce business & revenue business ideas. models. At best, you’d create money that didn’t exist before you came up with the idea (AirBnB and Uber have also done it.) 15
  • 16. First step is to ask what business you are in. Stop defining yourself as an agency. You are not only about creative ideas, campaigns, media plans, design or production. You are about business solutions, great experiences, sustainable systems, content and distribution. You are an advisor, broker and curator. When you redefine yourself like this, the range of solutions you can come up with expands. The range of problems you can solve and clients you can serve expands, too.16
  • 17. Find new ways to solve problems: • How might we create positive acquisition utility by innovating with a flexible check-in process? • How might we make the existing brand offerings more valuable through creating context for their consumption, coming up with meaningful extensions or adding utility? • How might we turn utility into ads? How might we introduce fun, small solutions into our media plans? • How might we utilize sharing economy to deliver value to our brands? • How might we translate our brands’ value chain into customer experience flow?17
  • 18. DIGITAL COMMERCE MARKETSRetail is the biggest digital commerce market, but it’s not the only one. There is a number of possible digital revenue streams. 18
  • 19. Connect: Create a marketplace for ideas, capital and collaboration 19
  • 20. Connect Connectdifferent dots to create Use digital something infrastructure to bundle new. your clients’ offerings with innovative, disruptive solutions. By doing so, create a new revenue source for brands. 20
  • 21. Connect Create meaningfulcollaborations Know what behavior between you need to affect to brands. achieve desired business results for your clients. This will lead you to the right complimentary partners. 21
  • 22. Connect Help those who disrupt business. Connect brands with innovators: Mix community and commerce to increase products’ reach. Use collaborative consumption to increase brand affinity. Employ redistribution markets to extend the product lifecycle. 22
  • 23. Connect Turn into avalue broker. There is currently a big demand for platforms that allow consumers to invest in the products, people and companies they know and love. These platforms are multi-sided: they serve entrepreneurs, advisors and investors. The main benefit in this ecosystem is that whoever builds a platform, owns it. 23
  • 24. ConnectMix marketing and utility. Ads don’t have to come in the form of banners. They can also be digital products. Integrate your love for digital products with your extensive distribution and marketing infrastructure. 24
  • 25. Lead the industry conversation through insights, tools and direction 25
  • 26. Lead Expose the freshest people, Strategy’s leadershipsolutions and task is to influence, ideas of our shape and direct time. industry conversations. In order to become a think-thank, strategy needs to keep close to those who are disrupting business. It also needs to be able to communicate its insights in simple and clear way, to multiple audiences. 26
  • 27. CRAFT THINK FIND Use insights into the Curate articles, Put selected thinkers, latest trends in interviews, expert doers and writers ontechnology & behavior opinions and data that the map and explore to build products and talk about new their ideas on the future tools that respond to mechanisms of of commerce, brands, clients’ and creating value. Become technology and customers’ a go-to resource for business. challenges. digital markets. 27
  • 28. Use inspiration tools to make the creative better 28
  • 29. Inspire Use the principles ofdesign thinking The aim of great to enrich the strategy is to liberate creative great creativity (and not process. to make planners famous). The fastest route to inspiration is a human- centric, problem- solving approach that adds value to people’s lives. It combines six techniques: - Customer Insights - Ideation - Prototyping - Storytelling - Scenarios 29
  • 30. 30
  • 31. Consumer Insights Why.Start strategy with humans. It increases thelikelihood of developing a breakthrough idea andfinding a receptive market by connecting this ideasto existing behaviors. What.Make sure that our value proposition solves realcustomer problems. Make sure that customers arewilling to pay for it. Know how they’d like to bereached. How.The empathy map, Digital ethnography,ethnography, language-based insights, expertInterviews, Online user testing, Online surveys,Segmentation handbooks, Insight out, Individualinterviews, Group interviews, In-context immersion,Observation..31
  • 32. Ideation Why.Come up with a large number of ideas, hypothesesor possible solutions. It gets creative minds thinkingand increases likelihood of them coming up with abreakthrough idea. What.Ideation process has two parts: generation wherevolume matters and synthesis where ideas arenarrowed down to a small number of viable options. How.Come up with hypotheses, Define opportunities,Create solutions, Make sense of consumer insights32
  • 33. Prototyping & Storytelling Why.Create low-investment, low-cost ways of trying outteam’s ideas in a real world context and serving asa springboards for the next round of ideas. What.Tell a story about which challenges a customer isfacing and which job they want to get done.Illustrate how team’s ideas create value forcustomers and create value for them. This is aclear way to introduce a solution and describinghow it fits into customers’ life. How.Storyboards, Visual storytelling.33
  • 34. Scenarios Why.Make customer insights tangible and inform thedesign development process through specificand detailed design context. What.Capture how people travel through a product,service or brand experience in time and whatthe most meaningful points are. Clarify wherethe customer and the service or brand interactand what are the points of opportunity to delivervalue. How.How.Experience journey maps, Experience blueprint,Customer journeys, Future scenarios34
  • 35. SUMMARY: THE ROLE OF STRATEGY IN THE LONG- TERM, FUTURE-FACING AGENCY GROWTH Systemic integration of three core lines of business: service, product innovation and infrastructure. 1/3 1/3 1/3 Service Product & service Infrastructure innovation Influence scale and Lead digital market Help emergingscope of an agency’s innovation and digital marketsofferings & recognize influence industry grow and scale.growth opportunities. conversations. 35
  • 36. andjelicaaa@gmail.com@andjelicaaawww.slideshare.net/andjelicaaahttp://www.guardian.co.uk/media-network/media-network-blog/2013/feb/11/ten-digital-strategists-watch-2013anaandjelic.typepad.comhttp://adage.com/author/ana-andjelic/3343http://www.fastcocreate.com/1681792/what-marketers-are-getting-wrong-about-loyaltyhttp://vimeo.com/19634070 36