Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Amelia Torode, Founder of The Fawnbrake Collective.
The importance of digital advertising to business growth will only increase – but that doesn’t make the future of digital advertising any more predictable. To thrive, businesses must embrace the continual disruption that is characteristic of the digital landscape. Brand strategist Amelia Torode examines the practical changes that they can make, in order to do so: not just executing digital transformation programmes, but building business strategies, workplace cultures and supplier relationships that are optimised for on-going change.
8. YOU HAVE TO DO MORE WITH LESS
YOU HAVE TO MOVE FASTER
YOU HAVE TO THINK SMARTER
YOU HAVE NO SET RULES
YOU HAVE NO PLAYBOOK
YOU HAVE TO WORK IT OUT
TODAY
17. THE CHANGE COMFORT ZONE
Where are you?
NOT AN ISSUE AT
ALL. CAN’T SEE
WHAT PEOPLE ARE
GETTING SO UP
TIGHT ABOUT.
I TOTALLY GOT THIS
ABSOLUTELY
PETRIFIED, I CAN’T
EAT, SLEEP, WORK ,
I AM PARALYSED
WITH FEAR.
29. there are too many agencies chasing too few briefs from the
stranglehold of intermediaries for too little money, predicated
on a best “guess-timate” fee at the start of an engagement
where the answer could be anything, which in turn is
founded on the antiquated notion of FTE percentage
breakdowns which is bullshit, charging people by the hour
like a cheap hotel, agencies have shafted employees by
depriortizing new training at a time when new skillsets are
changing and growing in importance, planners have believed
the “3rd creative” moniker because it makes them feel sexy,
without realising that any notion predicated on the idea that
there are 2 creatives is bogus, strategic eyes have turned to
backslappy awards and cannes not impact and results, we
forgot that we sell or else, we forgot talent is all, life is short.
52. ”Amazon is a
Day One company…
Day two is stasis.
Followed by irrelevance.
Followed by excruciating, painful decline.
Followed by death."
Jeff Bezos