The document discusses different types of innovation that can occur within agencies and organizations. It notes that innovation can involve new products, processes, marketing approaches, or organizational changes. The document emphasizes that innovation should be considered from both the perspective of the agency internally and how it might benefit clients externally. It cautions against dismissing ideas without understanding the context and perspectives of potential customers.

1. AGENCIES AND INNOVATION:
FOCUS ON THE GOOD IDEAS
Anjali Ramachandran @anjali28
PHD UK @phd_uk

3. Amount of data produced per year
800
600
Exabytes
400
200
0
Dawn of civilisation 2003 2010
Source: Google Think Quarterly - The Data Issue

4. “We used to be calorie poor and
now the problem is obesity. We used
to be data poor, now the problem is
data obesity.”

7. Source: Sasser & Koslow (2005), Rethinking creativity and innovation in advertising agencies

9. Step out of the
agency bubble

10. PROOF in Education: A story of process innovation
Source: Akshara Foundation (2009), Performance Measurement in Education: The PROOF in Education Initiative

11. Akshara Teacher Learning
Pre-school In-school Library
Foundation training partnership
Client
Agency SEO Social Mobile Display
services
INNOVATION

12. 1. What is the context of the
innovation?
PRODUCT PROCESS MARKETING ORGANIZATIONAL
INNOVATION INNOVATION INNOVATION INNOVATION
AGENCY (internal) CLIENT (external)

13. 2. What is the frame of reference?
LARGE NETWORK MEDIUM-SIZED SMALL
AGENCY AGENCY INDEPENDENT
AGENCY

14. “....classifying firms as “innovative firms” can be a very
reductive perspective in understanding the impact of
innovation. Firms can implement different types of
innovations (product or process) and, for each case, the
capabilities and organization required by the firm to
innovate are very dissimilar and the effects on firms’
output could differ.”
Source: Faria & Lima (2009), Firm decision on innovation types: evidence on product, process and organizational innovation

15. Avoid
innovation
snobbery

17. “....the next time you - or a colleague -
smirk at an innovation offering, please
ask yourself: does that sense of
superiority come from what you think
significant or what customers might
think important?”
Michael Schrage
Research Fellow, MIT Sloan Center for Digital Business

19. THANKS!
phdww.com/united-kingdom/ @phd_uk
anjalir.wordpress.com @anjali28
anjali.ramachandran@phdnetwork.com