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Digital Infusion for                         Ad Agencies             Incubation > integration > implementation            ...
The Darwinian shift    • Digital as a concept is reshaping everything from the way we connect    & communicate as consumer...
What’s holding your organisation back ?       • Is it a mix of both attitudinal and behavioral issues that’s       holding...
So what is digital infusion ? And how can it help ?      Incubation      This is the initiation process that aims to injec...
The starting point       Situation Audit       This is stage one of the infusion process. A detailed drill down into the  ...
The starting point    •   Here we outline the main objectives to be achieved by the programme    •   We quantify this acro...
The road to infusion           Incubation                   Integration              Implementation     Training & Knowled...
The road to infusion            Incubation                  Integration               Implementation      Tools & processe...
The road to infusion               Incubation                       Integration             Implementation       Monitorin...
Measuring and Monitoring Success•   An overall programme planner outlines each phase over the infusion process from start ...
Infusion experts & advisory council  •    Digital Infusion is delivered by a team of local and international digital evang...
How to engage us ?• Digital Infusion is typically a long term agenda as it involves multiple levels of interactionand enga...
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Digital infusion for ad agencies

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Digital Infusion is a process that helps ad agencies and marketing companies infuse digital thinking and action through a 3 step process of incubation, integration & implementation.

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Transcript of "Digital infusion for ad agencies"

  1. 1. Digital Infusion for Ad Agencies Incubation > integration > implementation ( A 3 step approach to infusing digital thinking and action)www.theidmi.com
  2. 2. The Darwinian shift • Digital as a concept is reshaping everything from the way we connect & communicate as consumers to the way we behave and buy brands • This new shift is more complex than we think and happening faster than we imagine • It’s time to re-think and re-imagine how we communicate with consumers • Marketing interruption is over, we’ve entered the era of collaborative engagement & participation • To get ahead of the curve organisations must recalibrate their Is your strategies and plans • Baby steps to won’t work – what’s needed are bold moves & fresh organsiation thinking ready? • We must respond and act now!www.theidmi.com
  3. 3. What’s holding your organisation back ? • Is it a mix of both attitudinal and behavioral issues that’s holding back change ? • The feeling that this shift still has little or no effect on your core business • Is too small to worry about now. Will cross the bridge later • The dearth of in-house skills - expensive to hire digitally trained people • Buying out might be an easier option to building from scratch • Still work in Silos / Digital is nobody’s KPI • Indifference and apathy still exists internally • Not perceived as experts so why bother Maybe, it’s • No clear lines of ownership. time to take the • No agenda for integration first step ?www.theidmi.com
  4. 4. So what is digital infusion ? And how can it help ? Incubation This is the initiation process that aims to inject a shift in thinking and attitude across each department through a series of training camps and knowledge initiatives.. Integration A process driven methodology that integrates every department to align with the shift and inculcate the same into everyday work – from a fundamental shift in job briefing process right up to project execution Implementation A process that links to every individuals’ KPI and performance metrics. The implementation process is also aligned to business objectives and growth. The final test of the infusion process is the linkage to business performance parameterswww.theidmi.com
  5. 5. The starting point Situation Audit This is stage one of the infusion process. A detailed drill down into the state of play of the organization 1. Organisational analysis : What and where the bottle necks to change and integration exist. 2. Attitude assessment: Attitude of each department towards change and shift is assessed and recorded with a score. These scores are then used to measure success through each stage. 3. Skill assessment: A skill assessment is done across the organization to identify if talent already exists ? If not, how do we develop the require talent in-house. Do we build up organically or do we hire from outside ?www.theidmi.com
  6. 6. The starting point • Here we outline the main objectives to be achieved by the programme • We quantify this across 5 dimensions • Also, list down important outcomes from the programme Define key objectives • Attitudinal change • Skill enhancement • Digital Integration • Business impact • Image change List down desired outcomes • Future ready i.e. have the right people, right processes, right tools, right approach • Have sound digital knowledge and expertise • Be fully integrated • Drive incremental revenue • Win awards & recognitionwww.theidmi.com
  7. 7. The road to infusion Incubation Integration Implementation Training & Knowledge This is where rubber hits the road. The first step to getting teams up to speed on digital understanding and execution through a combination of training workshops and learning initiatives • For the planning team: How to ensure that digital is not a last mile execution but an integral part of the whole brand building process. • For account management: Build knowledge for better client engagement. Also understand the intricacies of digital production and digital media. • For the Creative team: Lessons in how to transform and integrated big brand ideas into the digital mix • For Production & Traffic department : Training to augment their skills in using various platforms and new processes • For Top Management : Focus on change and adoptionwww.theidmi.com
  8. 8. The road to infusion Incubation Integration Implementation Tools & processes Apart from the training and knowledge acceleration programmes – the need for tools and technology platforms might be required to develop a complete competency. Vendor engagement Digital production of projects just like other areas of communication execution entail a raft of expertise that is often outsourced – as part of the digital infusion process – technology partners are indentified and agreements put into place to create a complete package needed to develop and execute jobs.www.theidmi.com
  9. 9. The road to infusion Incubation Integration Implementation Monitoring success • Digital Infusion focuses on both quick wins and long term achievements monitoring shift and change is extremely important – for which various monitoring dashboards are created to ensure that progress at each step tracked and reported Business development • As part of the infusion process business development is a crucial part as it allows to quantify the investment made in this transformation. The infusion team plays a critical role in indentifying immediate business opportunities both organic and external. Mentoring • Post the infusion process regular contact with the teams is critical to keel them up to date and enthused. Ongoing mentoring and guidance is continuous processwww.theidmi.com
  10. 10. Measuring and Monitoring Success• An overall programme planner outlines each phase over the infusion process from start to finish. Measuring overall change linked to specific business outcomes that helps evaluate the overall effectiveness of the Digital Infusion process.• To measure the effectiveness of each phase a programme dashboard with a 10 point rating scale monitors progress of each parameter. Change is monitored on a fortnightly basis and reports are customised on a case to case basis.
  11. 11. Infusion experts & advisory council • Digital Infusion is delivered by a team of local and international digital evangelists and experts • A team that brings extensive industry knowledge having worked with some of the largest global agencies – this experience helps understand the complexity of how the ad business is run. Where the bottle necks are and how to ensure a smooth transition. Glen Ireland Heather Albrecht Manish Sinha Glen is founder of the IDMI. Australia’s leading digital Manish is Chief Strategy He has spent over 18 years training expert. With twelve Officer with Digitas India and in the area of marketing years experience in digital has worked at top agencies in communications and comes communications plus fifteen in a career spanning more than with a truly diverse & brand and direct marketing, 15 years – JWT, O&M, and comprehensive repertoire of Heather has long been at the Bates etc handling clients like expertise. Read more…. forefront of multi-channel Pepsi, Ford, Cadbury, BBC, digital marketing strategy. etc. Read more… Read more ….www.theidmi.com
  12. 12. How to engage us ?• Digital Infusion is typically a long term agenda as it involves multiple levels of interactionand engagement across the organization. Whilst there are early wins – positive outcomeshave a longer gestation period.• A minimum 12 – 16 week infusion programme is advised Ideally.• We also offer a 4 week infusion programme for only account management & creativeteams For a preliminary discussion on how digital infusion can help your organisation get Future Ready get in touch with Glen Ireland on 96544 51167 or email @ glenireland@theidmi.com909, Sector 17 – B | Gurgaon – 122 001 | India |T : + 91 124 4058109 www.theidmi.com
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