A Story Of
Transformation.
!
!
Dean Elissat
VP Client Engagement
The World
I Come From.
Three Key
Elements.
Nice Digs.
Creative Thinkers.
NOT TOO MENTION. YOUNG AND GOOD LOOKING.
Human Curiosity.
1,000+
9.
twenty years
=
The World
I Head Into.
Most Valuable Brands 2001
!
1. Coca-Cola
2. Microsoft
3. IBM
4. GE
5. Nokia
6. Intel
7. Disney
8. Ford
9. McDonald’s
10. A...
Adapt Or Die.
Average Number Of Household
Digital Connected Devices
6-15
10 BILLION
DIGITAL DEVICES WORLDWIDE
!
200 BILLION
CONNECTED DE...
17
Start With Discovery.
Recommended activities include:
!
• Research audit.
• Internal stakeholder interviews.
• Competit...
18
The
Digital
Wave.
Me.
(and the rest of the
ad agency community)
19
20
Leap.
21
Engine
Digital.
Van & NYC.
Three
Distinct
Differences.
23
Gulp.
Old Brief.
!
Target Audience.
Consumer Insight.
Message To Deliver.
Reason To Believe.
The New Brief.
!
Community Served.
...
Ad Agency.
!
Big Ideas.
Conceptual.
Has Legs.
GRPs.
CPMs.
Integrated.
Award Winning.
Digital Agency.
!
Engagement.
Respons...
Brands Also
Transforming.
Born Digital.
Behaviour Based.
Digital
Brand
Principles.
Shift From Messaging Toward Experiences & Content Delivery
Be Useful.
1
Reflect, Change, Empower Values, Attitudes And Behaviours.
Cultural Tool.
34
Revolution?
Move Past Competitive Bar Of Entry.
Look. Then Leap.
36
Internet
Of Things.
Avoid Silo’d Interaction With Consumers. We Live Cross-Platform.
Think Connected.
Consumers Feel More Positive About A Brand When Interaction Is Personalized.
Plan For Humans.
Focus On What Is Of The Highest Value For Your User.
Do Less. Better.
I Cannot Live Without…
Be Essential.
Be Useful.
Form Culture.
Leap Ahead.
Connected Platform.
Get Personal.
Less Is More.
Essential.
Digital
Maturity
Transformation.MARKETERS
Isn’t.
Lowest Bar Of Entry.
Technology Sake.
Interim Toe Dip.
Drivers.
Leadership Vision.
Organizational Intent.
Business Insight.
“Purpose before profit”.
Barriers.
Organizational Culture.
Resource Prioritization.
Cost Vs Investment.
“Bans working from home”.
3rd.In Search
Engine Use
Sectors.
Banking.
Insurance.
Travel Hospitality.
Digital
Maturity
Transformation.AGENCIES
New DNA.
Redefine Value.
Evolve Service Mix.
Restructure Revenue Model.
EngineDigital
Strategy partner
Vendor partner
Can you design and
build our website?
!
Respond With:
Scope & Budget
EngineDigital
Strategy partner
Vendor partner
Can you define what
our website should be?
!
Respond With:
Content Strategy &...
EngineDigital
Strategy partner
Vendor partner
Can you help define
our online strategy?
!
Respond With:
User-Centered Strate...
EngineDigital
Strategy partner
Vendor partner
What other digital
experiences should we
consider?
!
Respond With:
Digital R...
EngineDigital
Strategy partner
Vendor partner
Can you identify new
business opportunities
in the digital landscape?
!
Resp...
EngineDigital
Age Of
Transformation
Inspiration.
Never be afraid
to go too far, for
true success lies
just beyond.
Marcel Proust
18th Century Writer & Original Hipster
@th...
A Story Of Transformation
A Story Of Transformation
A Story Of Transformation
A Story Of Transformation
A Story Of Transformation
A Story Of Transformation
A Story Of Transformation
A Story Of Transformation
A Story Of Transformation
A Story Of Transformation
A Story Of Transformation
A Story Of Transformation
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A Story Of Transformation

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From ad agency to digital agency. From old blue chip brands to new blue chip brands. A first-person overview of the transformation marketers, agencies and brands must make to remain competitive in tomorrow's marketplace.

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A Story Of Transformation

  1. 1. A Story Of Transformation. ! ! Dean Elissat VP Client Engagement
  2. 2. The World I Come From.
  3. 3. Three Key Elements.
  4. 4. Nice Digs.
  5. 5. Creative Thinkers.
  6. 6. NOT TOO MENTION. YOUNG AND GOOD LOOKING.
  7. 7. Human Curiosity.
  8. 8. 1,000+ 9.
  9. 9. twenty years =
  10. 10. The World I Head Into.
  11. 11. Most Valuable Brands 2001 ! 1. Coca-Cola 2. Microsoft 3. IBM 4. GE 5. Nokia 6. Intel 7. Disney 8. Ford 9. McDonald’s 10. AT&T Most Valuable Brands 2014 ! 1. Apple 2. Samsung 3. Google 4. Microsoft 5. Verizon 6. GE 7. AT&T 8. Amazon 9. Walmart 10. IBM
  12. 12. Adapt Or Die.
  13. 13. Average Number Of Household Digital Connected Devices 6-15 10 BILLION DIGITAL DEVICES WORLDWIDE ! 200 BILLION CONNECTED DEVICES BY 2021 ! 2.5 BILLION USERS OF THE INTERNET ! $259 BILLION SPENT LAST YEAR THROUGH ECOMMERCE (U.S) ! 60 BILLION iPHONE APPS DOWNLOADED TO DATE ! 1.2 BILLION FACEBOOK USERS ! TEENS SPEND 7.5 HOURS OF DIGITAL SCREEN TIME A DAY ! ADULTS SPEND OVER 45 HRS/MTH ON THE INTERNET (NOT INCLUDING PORN)
  14. 14. 17 Start With Discovery. Recommended activities include: ! • Research audit. • Internal stakeholder interviews. • Competitive audit. • Content inventory audit and process review. • Key user scenario development. • Feature matrix definition. Everything Is Digital Now.
  15. 15. 18 The Digital Wave. Me. (and the rest of the ad agency community)
  16. 16. 19
  17. 17. 20 Leap.
  18. 18. 21 Engine Digital. Van & NYC.
  19. 19. Three Distinct Differences.
  20. 20. 23 Gulp.
  21. 21. Old Brief. ! Target Audience. Consumer Insight. Message To Deliver. Reason To Believe. The New Brief. ! Community Served. Value We Add. Engagement Strategy. Content Strategy. Technology Platforms. Measure Of Success.
  22. 22. Ad Agency. ! Big Ideas. Conceptual. Has Legs. GRPs. CPMs. Integrated. Award Winning. Digital Agency. ! Engagement. Responsive. Agile Process. A/B Testing. SEO, SEM, PPC. HTML5, PHP,.NET. DRM, APIs. CMS, CRM.
  23. 23. Brands Also Transforming.
  24. 24. Born Digital. Behaviour Based.
  25. 25. Digital Brand Principles.
  26. 26. Shift From Messaging Toward Experiences & Content Delivery Be Useful. 1
  27. 27. Reflect, Change, Empower Values, Attitudes And Behaviours. Cultural Tool.
  28. 28. 34 Revolution?
  29. 29. Move Past Competitive Bar Of Entry. Look. Then Leap.
  30. 30. 36 Internet Of Things.
  31. 31. Avoid Silo’d Interaction With Consumers. We Live Cross-Platform. Think Connected.
  32. 32. Consumers Feel More Positive About A Brand When Interaction Is Personalized. Plan For Humans.
  33. 33. Focus On What Is Of The Highest Value For Your User. Do Less. Better.
  34. 34. I Cannot Live Without… Be Essential.
  35. 35. Be Useful. Form Culture. Leap Ahead. Connected Platform. Get Personal. Less Is More. Essential.
  36. 36. Digital Maturity Transformation.MARKETERS
  37. 37. Isn’t. Lowest Bar Of Entry. Technology Sake. Interim Toe Dip.
  38. 38. Drivers. Leadership Vision. Organizational Intent. Business Insight. “Purpose before profit”.
  39. 39. Barriers. Organizational Culture. Resource Prioritization. Cost Vs Investment. “Bans working from home”.
  40. 40. 3rd.In Search Engine Use
  41. 41. Sectors. Banking. Insurance. Travel Hospitality.
  42. 42. Digital Maturity Transformation.AGENCIES
  43. 43. New DNA. Redefine Value. Evolve Service Mix. Restructure Revenue Model.
  44. 44. EngineDigital Strategy partner Vendor partner Can you design and build our website? ! Respond With: Scope & Budget
  45. 45. EngineDigital Strategy partner Vendor partner Can you define what our website should be? ! Respond With: Content Strategy & Approach
  46. 46. EngineDigital Strategy partner Vendor partner Can you help define our online strategy? ! Respond With: User-Centered Strategic Plan
  47. 47. EngineDigital Strategy partner Vendor partner What other digital experiences should we consider? ! Respond With: Digital Roadmap Strategy
  48. 48. EngineDigital Strategy partner Vendor partner Can you identify new business opportunities in the digital landscape? ! Respond With: Digital Business Transformation Strategy
  49. 49. EngineDigital
  50. 50. Age Of Transformation Inspiration.
  51. 51. Never be afraid to go too far, for true success lies just beyond. Marcel Proust 18th Century Writer & Original Hipster @therealproust #deadbutnotgone

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