Now Next Why Conference May 1 2013


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The Ipsos Strategy Partner Group works with the top 50 clients of the firm looking ahead to identify what's next for their businesses around the world.

Attending the Contagious conference is inspiration for new client conversations.

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Now Next Why Conference May 1 2013

  1. 1. Strategy Partner GroupNow/Next/WhyThe Strategy Partner Group visits Contagiousmagazine’s innovation conference.
  2. 2. © Ipsos2Strategy Partner GroupNow/Next/WhyOn Wednesday May 1, the Strategy Partner Group attendedContagious magazine’s Now/Next/Why conferencein New York City.The goal of the day was to address one pressing question:How can big brands best address current andfuturetechnological trends?In this document, we’vesummarized the event’s presentations and shared some key insights.Topics include:• Digital Immediacy: How do brands marketthemselves and compete in a world of Buy ItNow?• Adaptive Innovation: Prioritizing experimental practicesto fuel innovation and growth is no longer a luxury,but a necessity for modern marketers.• BeyondScreens: As technology breaks outfrom behindthe glass, whatwill the post-mobile era mean for brands?• NewCurrencies: Digital has reconfigured how we thinkabout value - both in terms of whatwe expect to receiveand how we expect to pay for it. How do brands go aboutnavigating this new value exchange?Check out photos and videos fromthe event:
  3. 3. © Ipsos3Strategy Partner GroupDigital Immediacy: Every Second CountsTime is precious: consumers are obsessed with immediacy andinstant gratification. Time is also relative: sometimes it flies,and other times it drags on.- Katrina Dodd, Contagious MagazineToday, an increasing number of brands are working more conspicuously with time:– to earn our time, to keep it, and to make the most of every millisecond.The more that brands can understand and work with our sense of time and experience,the better they are able to create lasting relationships with consumers.Brands can use time as a tool to establish connectionswith consumers and add value by:• Expediting: offering the most elegant means to an end.• Engaging: enhancing and deepening the consumer experience.Katrina Dodd, Contagious Magazine
  4. 4. © Ipsos4Strategy Partner GroupPeople confuse the desire for privacy with desirefor control and transparency.”- Mark Guldimann, EnlikenThe public’s placement of trust has shifted from authority to peer:• Only 35% of people trust government officials, while61% say they trust people like themselves.• 21% of Americans and 15% of Britons would be comfortable with abandoning traditionalsovereign currencies for currencies not tied to a major banking institutionThe decentralization of trust has bred the decentralization of currency, and alternative forms havearisen: cyber currency (such as Bitcoin), mobile airtime, loyalty,reputation, sharing, and even personal data.To evolve with the shift, brands need to reconsider their valueexchange with their consumers.• Brand currency = the totality of a brand’s assets• How can this be monetized and invested?• Trust and transparency are keyNew CurrenciesMark Guldimann, Enliken
  5. 5. © Ipsos5Strategy Partner GroupCoding GenerationCommunication is only possible among equals.Not everyone needs to be a specialist in the field,but a basic grasp of coding language is useful toenable shared meaning and productivity.- Leng Lee, CodecademyIncreased access to education + democratized technology = burgeoning coding generationOn the frontlines of this movement is Codecademy, one in aseries of recent ventures designed to make learning to codeeasy and accessible for the masses via an online platform.Leng Lee, head of Business Development at Codecademy,believes coding is becoming an essential skill that should bepart of school curriculum:• There will be 1.4 million(est.) U.S. job openingsin computer science by 2020., butless than halfas many people qualified to fill them.• Digital consumption is now standard(the internet, ieverything), but digital productionis not. Producers area powerfulgroupwith increasingly universal demand.Leng Lee, Codecademy
  6. 6. © Ipsos6Strategy Partner GroupCreating a Global Brand Franchise: Top 10 TakeawaysCoca-Cola’s Wendy Clark shared what she learned during the processof turning Fanta’s one-way dialogue into a completely immersive“global brand franchise”:1. Be a better you(not a worse them). “We had to let Fanta be Fanta” and find an “ownablespace” for them to play.2. Know thy consumers. You need to know what the core target wants and give over to them.3. Datais not a proxy for decision making. Welcome data, use it, act on it - but remember that data doesnt makedecisions, you do.4. Dreambeyond reason. If wedont dream big for our clients/brands/companies, who will?5. Do not accept the status quo. Be restless. Reimagine the “no’s”as a “yes” waiting to happen6. Get intothe conversation. Wendy and her team are building a“hub” to enable real-time social listening and consumer engagement.7. The days of control are over. 80% of the content put outon your brand is not created by you - its created by consumers.8. Great work basedon great ideas basedon great strategycan get collective agreement very quickly.9. Drawa line inthe sand on culture. Own it and create the one you want, even if you have to startsmall.10. Talk is cheap. Show evidence that youreinvesting behind and actioning great work.See more: www.playfanta.comWendy Clark, The Coca-Cola Company
  7. 7. © Ipsos7Strategy Partner GroupAdaptive InnovationWe all have this manic obsession with innovation - with being first.But perhaps what’s really important is being second- but getting it right for real people.- Will Sansom, Contagious MagazineTrue innovation is disruptive, chaotic, and often impractical. Big brands can’t handle this kind ofdisruptive change. For them, innovation is more about refining than disrupting.In the quest to be more adaptive, some big globalbrands are looking beyond their walls:• Accelerator programs that engage the startupcommunity• Ex: Nike+ accelerator “seeks small companies thatshareNikes commitment to helping people livemore active lives.”• Open source R&D• Ex: AT&T’s Foundry program looks externally for“the next big development – or 100 small developments”and takes a Venture Capital perspective, relying on a few big successes to make up for the many failures.Will Sansom, Contagious Magazine
  8. 8. © Ipsos8Strategy Partner GroupConstraint & InnovationCreativity is internal – it’s personal. But the measure of innovationis adoption. You can be as creative as hell, but if the outside worlddoesnt rate your contribution and accept it as an innovation,your creativity is meaningless.- Howard Pyle, IBM Design LabConstraints provide a helpful, often necessary framework during the creative process – and becomeeven more essential when making the leap from creativity to innovation.Pragmatism is key: If youre not thinking about howwhat youre doing addresses an unmet human need,and how it fits everyday lives of real people,it wont go anywhere.Key considerations:• Who are our partners?• What kind of time and money do we have?• Who is the audience?HowardPyle, IBM DesignLab
  9. 9. © Ipsos9Strategy Partner GroupBeyond ScreensWere beginning tire of having interactions interrupted by screens.41% of Americans use their tablet or phone when talking to others.- Nick Parish, Contagious MagazineWearable computing like Google Glass allows people to be back in the moment, rather thanburied in the technology.• More human and natural• More emotionally resonant• Encouraging people to interactThese technologies require a design thatsmore empathetic, pointing towards a comingrevolution in how we approach messagingand communications.Nick Parish, Contagious Magazine
  10. 10. © Ipsos10Strategy Partner GroupWith the introduction of the iPhone, touch screens became a tipping point technology that radicallyaltered the way people interact with their devices and generated an avalanche of innovation.- Ivan Poupyrev, Disney Research, USAThe next generation of interactive innovations will take the human experience beyond the screen andinto the real world, eventually “making the whole world interactive.”• inanimate objects, such as plants, that respond to human touch• virtual textures that can be felt over a regularscreen (think: feeling sandpaper ora hardwood floor on the screen of your iPad)It’s all about constructing the ultimate experience.Ex: paper tickets at Disney Worldwill soon be replaced with RFID bracelets,the data from which will be used tooptimize each visitor’s experience and“bring the fantasy to life.”The World That Feels and RespondsIvan Poupyrev, Disney Research, USA
  11. 11. © Ipsos11Strategy Partner GroupTo Continue the Conversation…Julie BelgraierAssociateStrategy Partner (212) 293-6507twitter: @IpsosSPG