In transformative markets, incumbents rarely survive

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Presentation I made at recent Planningness conference in Brooklyn about how Mullen has worked to transform form an advertising agency to an advertising agency that gets and practices digital.

Presentation I made at recent Planningness conference in Brooklyn about how Mullen has worked to transform form an advertising agency to an advertising agency that gets and practices digital.

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  • 1. Wednesday, October 13, 2010 If you want to survive in the advertising business today, you can’t stay stuck in the past. Constant evolution, learning, skill development is key, for both the individual and the company.
  • 2. In transformative markets, incumbents rarely survive edwardboches.com @edwardboches mullen.com Wednesday, October 13, 2010
  • 3. Or... Oh shit, you mean we have to re-invent ourselves? Wednesday, October 13, 2010
  • 4. We are living through the disorientation that comes from including 2 billion new participants in a media landscape previously operated by a small group of professionals. Wednesday, October 13, 2010 Clay Shirky sums it up best. It’s less about social media, or technology, or the web. What matters more than anything as we think about the services we offer and the definition of creativity and engagement are consumers and how they’ve changed. It’s no longer us and them. It’s the age of we.
  • 5. media Wednesday, October 13, 2010 Once upon a time..
  • 6. Wednesday, October 13, 2010 We made messages and shouted them out.
  • 7. Wednesday, October 13, 2010 We bought attention
  • 8. Wednesday, October 13, 2010 We distinguished ourselves and stood out with creativity, the old definition of creativity.
  • 9. media Wednesday, October 13, 2010 New media came along in the early 90s
  • 10. NEW media Wednesday, October 13, 2010 New media came along in the early 90s
  • 11. (1.0) Home Page Notes Page/ Site Title A Ensure Quick Search is an HTML form 2 1 New GM Vehicles | Recently Viewed Vehicles | 0 Vehicles in Comparison List logo Chevy logo Buick logo GMC logo 3 C CTA will change based on the content in the hero E image Vehicle Search | Dealer Locator | What Is GM Certified? | Model Library | Tools | Offers 4 A Quick Search 5 E Vehicles are automatically added to Recently Viewed list as user clicks on specific vehicles in the Vehicle Zip Code: 10 Search section. Limit to 50 most recently viewed vehicles. (Note: allow for the ability to increase or decrease limit) Make: Search All Makes 11 F Link to Vehicle Search page with Hybrid body style Hero Image pre-selected. May need to widen the zip code radius Model: All Models Select Models 12 by default on Hybrid search. Learn more about GM Certified C 13 Search Advanced Search || Pause 1 2 3 4 F Benefits of GM Certified: 6 Warranty 3-Day/150-Mile Satisfaction Guarantee Find a Certified Hybrid 117-Point Inspection (Promo Tile) Free Vehicle History Report OnStar XM Radio Body Copy 7 Promo Tile * Disclaimers at the bottom of the page 8 FAQs | Site Map | Contact Us | GM Sites GM logo Copyright/Trademark | Privacy Statement Client GM CUV Deliverable Information Architecture Date 4/6/2010 10:30 AM Project 4.0 Redesign Author eurban File Name GMCUV_4.0_20100326.vsd Page 6/59 Wednesday, October 13, 2010 We mastered the art and science of building websites and creating destinations
  • 12. Wednesday, October 13, 2010 We learned how to BE found instead of how TO find
  • 13. Wednesday, October 13, 2010 UX became the new creativity
  • 14. social media Wednesday, October 13, 2010 Next came social media. Who needs brands or marketers or pros. We’re all connected to each other, not to the brand.
  • 15. Wednesday, October 13, 2010 We rushed out and read Here Comes Everybody. Or The Groundswell. Or we should have.
  • 16. Wednesday, October 13, 2010 We learned to market through conversation, not shouting.
  • 17. Wednesday, October 13, 2010 And it was no longer about getting people to listen to us, rather it was about getting to join us or like us.
  • 18. media Wednesday, October 13, 2010 But now we move to the next stage. ME dia. You are the center of the universe.
  • 19. Wednesday, October 13, 2010 It’s our job to find you.
  • 20. Wednesday, October 13, 2010 So we make apps that you can choose to download
  • 21. Wednesday, October 13, 2010 We allow you to choose whether or not we enter your life in a more contextual way.
  • 22. Wednesday, October 13, 2010 Made in 2002. Set in 2054. Already coming true.
  • 23. How do we influence or motivate prospects and customers? Wednesday, October 13, 2010 Yet we are still in the business of influencing
  • 24. Wednesday, October 13, 2010 There’s much we, as marketers, are supposed to know. Which screen are you on?
  • 25. shopping watching connecting sharing creating responding interested Wednesday, October 13, 2010 What mode are you in? Can’t build an eco system or develop content without knowing.
  • 26. shopping watching connecting sharing creating responding interested Wednesday, October 13, 2010
  • 27. shopping watching connecting sharing creating responding interested Wednesday, October 13, 2010
  • 28. shopping watching connecting sharing creating responding interested Wednesday, October 13, 2010
  • 29. shopping watching connecting sharing creating responding interested Wednesday, October 13, 2010
  • 30. shopping watching connecting sharing creating responding interested Wednesday, October 13, 2010
  • 31. shopping watching connecting sharing creating responding interested Wednesday, October 13, 2010
  • 32. branding Wednesday, October 13, 2010 We’re supposed to know how to brand, create content, build platforms like Garmin, that become part of your daily life.
  • 33. branding content Wednesday, October 13, 2010 We’re supposed to know how to brand, create content, build platforms like Garmin, that become part of your daily life.
  • 34. branding content platform Wednesday, October 13, 2010 We’re supposed to know how to brand, create content, build platforms like Garmin, that become part of your daily life.
  • 35. crowdsourcing Wednesday, October 13, 2010 There are new tactics to master. An agency needs the people and know how (along with the judgment) to apply them all.
  • 36. crowdsourcing geo-targeting Wednesday, October 13, 2010 There are new tactics to master. An agency needs the people and know how (along with the judgment) to apply them all.
  • 37. crowdsourcing geo-targeting gaming dynamics Wednesday, October 13, 2010 There are new tactics to master. An agency needs the people and know how (along with the judgment) to apply them all.
  • 38. crowdsourcing geo-targeting gaming transmedia dynamics Wednesday, October 13, 2010 There are new tactics to master. An agency needs the people and know how (along with the judgment) to apply them all.
  • 39. .. .. Gary Shteyngart, inventor of the Apparat Wednesday, October 13, 2010 And finally, there is new technology invented daily. The importance of staying current has never been so acute. (Fun book, Super Sad True Love Story)
  • 40. meanwhile Wednesday, October 13, 2010
  • 41. Wednesday, October 13, 2010 What did agencies in their infinite wisdom do?
  • 42. Wednesday, October 13, 2010 Specialization
  • 43. Wednesday, October 13, 2010 Claim they work together
  • 44. Wednesday, October 13, 2010 But clients will tell you they don’t. See Forrester’s research on the frustration clients have with this system.
  • 45. Wednesday, October 13, 2010 More than ever all of this stuff has to work together. Consumers don’t distinguish from one to another, they simply interact with brands and content.
  • 46. Wednesday, October 13, 2010 Antidotes to what’s wrong: fat, expensive, slow not creative enough; unable to get the different components to all work together.
  • 47. Wednesday, October 13, 2010 It’s not either or. All of this stuff is still necessary and essential to a marketing plan. TV, advertising, UX, conversation, mobile, geo, ME ME ME marketing.
  • 48. Wednesday, October 13, 2010 Yet some agencies focus on just one.
  • 49. Wednesday, October 13, 2010 or two.
  • 50. Wednesday, October 13, 2010 or what’s new.
  • 51. Three different ways to hold onto what is. But that’s a strategy for extinction. Wednesday, October 13, 2010 Good luck with that.
  • 52. Wednesday, October 13, 2010 We should get our inspiration from outside our direct industry.
  • 53. clients current current services Wednesday, October 13, 2010 Here’s the dilemma. You can maintain business.
  • 54. clients new current current current services Wednesday, October 13, 2010 Expand (hard due to all the competition.)
  • 55. clients new current current current current new services Wednesday, October 13, 2010 Adapt and sell new services to current clients. Hard as they didn’t come to you for that.
  • 56. clients new new current new current current current new services Wednesday, October 13, 2010 Or innovate. Challenging and requires culture and commitment.
  • 57. different people different processes different briefs different teams different mindset Wednesday, October 13, 2010 The ingredients to innovate.
  • 58. this is hard Wednesday, October 13, 2010 Understatement of year.
  • 59. madmen cast let’s make cool messages Wednesday, October 13, 2010 Hardest is evolving from traditional
  • 60. microsoft cast let’s build something of value Wednesday, October 13, 2010 to digital (Thanks Scott Prindle for this visual idea.)
  • 61. who the fuck’s in charge here anyway? Wednesday, October 13, 2010 And here’s where you often end up.
  • 62. four things we’ve learned Wednesday, October 13, 2010 We, Mullen, have been trying and making progress, for a few years now.
  • 63. can’t change behavior by changing thinking have to change thinking by changing behavior 1 2 3 4 Wednesday, October 13, 2010 Some things we learned.
  • 64. Wednesday, October 13, 2010 Instruction manuals don’t work. Behavior and trying things work.
  • 65. A story needs to be repeated many times before someone understands how it relates to them, and many more times again before they change their behavior. Wednesday, October 13, 2010 Along with repetition.
  • 66. talent alone isn’t enough 1 2 3 4 Wednesday, October 13, 2010 People (without process and culture and a respect for different perspectives) ain’t enough.
  • 67. Wednesday, October 13, 2010 We had lots of nerds.
  • 68. Digital Delivery Production Executive Producer Digital Studio Manager Sr. Producer Lead Flash Developer Producer Senior Flash Developer Associate Producer Flash Developer Junior Flash Developer Digital Creative Production Designer Chief Creative Director Junior Production Designer Group Creative Director: Lead Information Architect Technology/Development Senior Information Architect Technology Director Senior Art Director Technical Lead Senior Copywriter Software Engineer/Database Architect Art Director Senior Web Developer Copywriter Web Developer Information Architect Associate Web Developer Associate Copywriter Associate Art Director Associate Information Architect Wednesday, October 13, 2010 In lots of positions.
  • 69. Wednesday, October 13, 2010 Tech on left. Ad CD on right. Left knows stuff right needs to know but doesn’t realize it. Right needs stuff left knows but doesn’t know left knows it. How to bring together.
  • 70. Wednesday, October 13, 2010 Read The Checklist Manifesto. By Atul Gawande. Great surgeon. Great writer. Majority of surgery mishaps (wrong leg, suchers left in body) because team doesn’t know each other, never worked with each other, isn’t comfortable speaking up, defers to much to the CD-God- Surgeon. Introductions at start of surgery reduce accidents by 35 percent.
  • 71. everything is connected to everything else 1 2 3 4 Wednesday, October 13, 2010
  • 72. DIGITAL  PRODUCTION/TECHNOLOGY CHRISTIAN 1,800f 100%f Wednesday, October 13, 2010 Tech’s not in the room, because there aren’t enough of him, because understaffed, because not in staffing plan because client and or account service thinks its part of production rather than creative. Follow the problem to the source.
  • 73. expect a lot of mistakes 1 2 3 4 Wednesday, October 13, 2010
  • 74. how we sold - encouraging offline ae’s to think and how we delivered - collapsed all project management sell digital with no training or supervision - into one group, allowing key online pm to leave - neglected to put digital-savvy person in new assumed a “brand” creative brief was enough business role - arrogant enough to think we knew despite lack of details to do effective digital work - what we were talking about allowed traditional creative teams to present ideas before including UX and technology - failed to unite how we scoped - refused to acknowledge true costs different groups physically l delayed integrating of digital - gave team leftover money squeezed from digital media, creative, Technical Support - offline budgets - failed to train clients on actual neglected to invest in collaborative technology, value - brought message rather than experience depending too much on IT instead of developers mentality to the space - gave digital work away to “get” the business - perpetuated the diminished worth of digital how we staffed - continued to hire legacy talent l how we rewarded - assumed digital people would put focused on usage rather than future when learning on hold while they spent time cleaning up downsizing - assumed traditional talent could lead after offline colleagues - under invested in training digital efforts - believed project management could (formal and informal) - didn’t mandate digital skill compensate for digitally naïve account people - expansion as part of performance evaluation for all defined integration as offline people could try digital (but not the other way around) Wednesday, October 13, 2010 Other mistakes you might make.
  • 75. 10 things we did right Wednesday, October 13, 2010 But, things that work.
  • 76. declare your vision 1 2 3 4 5 6 7 8 9 10 Wednesday, October 13, 2010 From the top. Declare your change.
  • 77. Wednesday, October 13, 2010 Ours started with a word
  • 78. Wednesday, October 13, 2010
  • 79. take action 1 2 3 4 5 6 7 8 9 10 Wednesday, October 13, 2010
  • 80. Wednesday, October 13, 2010 We also took dramatic action, moving from the woods of Wenham after 38 years to downtown Boston.
  • 81. create collisions 1 2 3 4 5 6 7 8 9 10 Wednesday, October 13, 2010
  • 82. Wednesday, October 13, 2010 Steven Johnson tells you and us that innovation comes from collisions. We knew that already and created an environment and location of people that forced collisions. Tech, UX, mobile and social strategy in the middle of the creative department.
  • 83. connect people 1 2 3 4 5 6 7 8 9 10 Wednesday, October 13, 2010
  • 84. Wednesday, October 13, 2010 Play leads to friendship leads to trust leads to risk taking. Risk taking is essential to innovation.
  • 85. do it to get it 1 2 3 4 5 6 7 8 9 10 Wednesday, October 13, 2010
  • 86. Wednesday, October 13, 2010 Two years ago, almost, before any of the ad agencies were there, we got everyone onto and into Twitter and social.
  • 87. Wednesday, October 13, 2010 And we created experiences that let people unfamiliar with new spaces start to get it.
  • 88. change the brief 1 2 3 4 5 6 7 8 9 10 Wednesday, October 13, 2010
  • 89. audience community messages experiences target invite media plan interest plan penetrate collaborate Wednesday, October 13, 2010 Old way of seeing world on left. New way on right.
  • 90. what do we stand for? who is our community? where do they hang out? what is our content? how will people share it? how can they get involved? what will make it ongoing? what do we want to get out of our efforts? Wednesday, October 13, 2010 Ask new questions. Still working on this. Thank you Gareth Kay for some of this thinking.
  • 91. interactive shareable participatory ongoing Wednesday, October 13, 2010 We want everything to be this: these are filters we use to evaluate the work.
  • 92. Wednesday, October 13, 2010 We’ve experimented with digital briefs to remind people that the brand is in the dialog at every moment.
  • 93. think ecosystem 1 2 3 4 5 6 7 8 9 10 Wednesday, October 13, 2010
  • 94. Wednesday, October 13, 2010
  • 95. SEARCH LE AR Y PLA N CT NSA JOI TRA N CONNECT Wednesday, October 13, 2010 Consumers come to a brand for a lot of reasons in a lot of ways. Be there with the right stuff and think about what kind of content or experience you need to create in each of those places.
  • 96. change the team 1 2 3 4 5 6 7 8 9 10 Wednesday, October 13, 2010
  • 97. Wednesday, October 13, 2010 Hire different people: GenY content creators, bloggers, social strategists, mobile experts.
  • 98. Wednesday, October 13, 2010 Mobile especially.
  • 99. CW AD Wednesday, October 13, 2010 Change the team. Depending on the assignment, but change the team.
  • 100. CW CW AD Design UX Social Wednesday, October 13, 2010 Change the team. Depending on the assignment, but change the team.
  • 101. CW CW CW AD Design AD UX Social Social Mobile Wednesday, October 13, 2010 Change the team. Depending on the assignment, but change the team.
  • 102. CW CW CW Design AD Design AD UX UX Social Tech Social Mobile Mobile Wednesday, October 13, 2010 Change the team. Depending on the assignment, but change the team.
  • 103. 1 6 Wednesday, October 13, 2010 Hard but necessary. CW and AD need just one agreement. A bigger team needs more agreements. Takes a certain kind of person and a certain kind of CD.
  • 104. elevate media to creative status 1 2 3 4 5 6 7 8 9 10 Wednesday, October 13, 2010
  • 105. Wednesday, October 13, 2010 Media is the new creative department. How can you possibly have a separate agency.
  • 106. define the job differently 1 2 3 4 5 6 7 8 9 10 Wednesday, October 13, 2010
  • 107. Create an experience that encourages reducing energy consumption Wednesday, October 13, 2010 Don’t ask for an ad. Ask for an experience.
  • 108. national grid polar bear Wednesday, October 13, 2010 Get a cool site and platform.
  • 109. launch a product using the platforms where it’s most relevant Wednesday, October 13, 2010 Use social media as an engagement and creative environment.
  • 110. Wednesday, October 13, 2010 It has its own vernacular and tactics.
  • 111. invite the public to join in making donations to Feeding America Wednesday, October 13, 2010 Don’t write a check and a press release.
  • 112. Wednesday, October 13, 2010 Get your consumer to create artwork, donate money on their behalf. It spreads all over the web. And beyond. Project Bread Art landed us on GMA with Dianne Sawyer.
  • 113. do something that mirrors the product position Wednesday, October 13, 2010
  • 114. Wednesday, October 13, 2010 Your product is not your product in mobile and social. Content is your product. Here our product was a site that helped contruction workers find jobs, courtesty of Timberland Pro boot, whose tagline is stay on your feet.
  • 115. let people play with the product Wednesday, October 13, 2010
  • 116. Wednesday, October 13, 2010 Augmented reality can be good and actually useful. Not a gimmick.
  • 117. continuous experimentation 1 2 3 4 5 6 7 8 9 10 Wednesday, October 13, 2010
  • 118. Wednesday, October 13, 2010 Make stuff.
  • 119. Wednesday, October 13, 2010 Try stuff.
  • 120. Wednesday, October 13, 2010 Play with stuff.
  • 121. so, does it work? Wednesday, October 13, 2010
  • 122. ‣ Prevailed in Jet Blue and Zappos ‣ Built a robust social media business ‣ Won digital assignments from Olympus, Timberland, Martha Stewart ‣ Grew our iPhone app business ‣ Launched a mobile practice Wednesday, October 13, 2010 It works.
  • 123. “Throughout the pitch process, you couldn't really tell in the room who was creative, who was digital, who was media, who was planning — everyone was equally adept at talking about all disciplines.” Marty St. George senior vp, marketing and commercial …as told to Ad Age, July 2010 Wednesday, October 13, 2010 Testimony
  • 124. Wednesday, October 13, 2010 Tweenbot. My interpretation. Accomplish great things if you break them into small tasks. Give psychic reward. Trust the crowd. Don’t be afraid to ask. Smile. Or at least be passionate.
  • 125. Wednesday, October 13, 2010 Progress.
  • 126. WORKSHOP A: LAUNCH ____________ • develop launch plan for either The Social Network or SCVNGR • write a modern, digital/social brief • include role of consumer participant • determine make-up of the team CW/AD/SM/M/UX/D to work on it • set criteria for what constitutes creative success Wednesday, October 13, 2010
  • 127. WORKSHOP B: INVENT THE NEW AGENCY • define its proposition and the problem it solves (why will clients hire you) • how does it work: standalone, alliances, embedded, other • what kind of people do you hire • what do you make • set criteria for what constitutes creative success Wednesday, October 13, 2010
  • 128. WORKSHOP C WORKSHOP D • honest assessment of who you are • create a skunkworks inside your agency (alternative, or model to • clear definition of what you want to replace what you have) be, do different • define mission and purpose • key challenges obstacles to getting there • service and offerings • five specific steps to make progress • staffing and achieve • marketing Wednesday, October 13, 2010
  • 129. WORKSHOP A WORKSHOP B • honest assessment of who you are • create a skunkworks inside your agency (alternative, or model to • clear definition of what you want to replace what you have) be, do different • define mission and purpose • key challenges obstacles to getting there • service and offerings • five specific steps to make progress • staffing and achieve • marketing Wednesday, October 13, 2010
  • 130. Wednesday, October 13, 2010
  • 131. Wednesday, October 13, 2010