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Embracing an 

ever-changing 

future.
TODAY
IS FILLED WITH CHANGETODAY
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...
The only constant is change
NOW IS THE NEW NORMAL
VOICE IS THE NEW NORMAL
MACHINE LEARNING IS THE NEW NORMAL
NORMAL CHANGES FAST
Amazement
moves
to
Expectation
fast
insight
The pace of change
will never be this
slow again
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...
IT’S OK
TO BE 

SCARED
Lord Seb Coe
YOU HAVE
TO USE THE
ENERGY
FEAR
CREATES
“You are rightly
anxious about
how quickly
our existing
business
models are
being
disrupted…
… still, 

if you’re anxious,
imagine how the
folks who 

aren’t in this
room are
feeling.”

Justin Trudeau, Davos 2018
If you’re
not out of
your
comfort
zone,
you’re
stuck in a
rut
We need to think differently
about change
learning
We need a new
Operating System
optimised for Change
If you were going to start again,
what would it look like?
Meets
there are too many agencies chasing too few briefs from the
stranglehold of intermediaries for too little money, predicate...
Our
Operating
System
has to
change
BUSINESS AS USUAL
ISN’T CUTTING IT
text
HOW WE
WORK
TODAY IS
WRONG
20th
CENTURY
STRUCTURES
IN THE 21st
HOW WE
WORK
TODAY IS
WRONG
20th
CENTURY
STRUCTURES
IN THE 21st
“more
responsive,
less
bureaucratic,
more agile,
less layered,
more principled.”
Sir Martin Sorrell,
AdWeek Europe 2018
#ImpactNotHours
#AccessNotOwnership
#KarmaNotKickbacks
#SkillsetsNotStructures
#MinimalViableTeams
#FastFlatFlexible
#AlwaysDayOne
”Amazon is a
Day One company…
Day two is stasis.
Followed by irrelevance. 

Followed by excruciating, painful decline.
Fol...
CHANGE
CREATES
OPPORTUNITY
CHANGE
CREATES
OPPORTUNITY
AND MORE
CHANGE…
thank you
@amelia_torode
www.FawnbrakeCollective.com
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
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Interact 2018 - Embracing an ever-changing future for digital advertising

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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.

Published in: Marketing
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Interact 2018 - Embracing an ever-changing future for digital advertising

  1. 1. Embracing an 
 ever-changing 
 future.
  2. 2. TODAY
  3. 3. IS FILLED WITH CHANGETODAY
  4. 4. 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
  5. 5. The only constant is change
  6. 6. NOW IS THE NEW NORMAL
  7. 7. VOICE IS THE NEW NORMAL
  8. 8. MACHINE LEARNING IS THE NEW NORMAL
  9. 9. NORMAL CHANGES FAST
  10. 10. Amazement moves to Expectation
  11. 11. fast
  12. 12. insight The pace of change will never be this slow again
  13. 13. 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.
  14. 14. IT’S OK TO BE 
 SCARED Lord Seb Coe
  15. 15. YOU HAVE TO USE THE ENERGY FEAR CREATES
  16. 16. “You are rightly anxious about how quickly our existing business models are being disrupted…
  17. 17. … still, 
 if you’re anxious, imagine how the folks who 
 aren’t in this room are feeling.”
 Justin Trudeau, Davos 2018
  18. 18. If you’re not out of your comfort zone, you’re stuck in a rut
  19. 19. We need to think differently about change
  20. 20. learning We need a new Operating System optimised for Change
  21. 21. If you were going to start again, what would it look like?
  22. 22. Meets
  23. 23. 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.
  24. 24. Our Operating System has to change
  25. 25. BUSINESS AS USUAL ISN’T CUTTING IT
  26. 26. text
  27. 27. HOW WE WORK TODAY IS WRONG 20th CENTURY STRUCTURES IN THE 21st
  28. 28. HOW WE WORK TODAY IS WRONG 20th CENTURY STRUCTURES IN THE 21st
  29. 29. “more responsive, less bureaucratic, more agile, less layered, more principled.” Sir Martin Sorrell, AdWeek Europe 2018
  30. 30. #ImpactNotHours
  31. 31. #AccessNotOwnership
  32. 32. #KarmaNotKickbacks
  33. 33. #SkillsetsNotStructures
  34. 34. #MinimalViableTeams
  35. 35. #FastFlatFlexible
  36. 36. #AlwaysDayOne
  37. 37. ”Amazon is a Day One company… Day two is stasis. Followed by irrelevance. 
 Followed by excruciating, painful decline. Followed by death." Jeff Bezos
  38. 38. CHANGE CREATES OPPORTUNITY
  39. 39. CHANGE CREATES OPPORTUNITY AND MORE CHANGE…
  40. 40. thank you @amelia_torode www.FawnbrakeCollective.com

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