Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Seven out of ten adults track a health indicator.
60% of US adults say they track weight, diet or
33% track health indicators like blood pressure,
blood sugar or sleep patterns.
12% track health indicators for a loved one.
Yet companies still manage
development from the inside out.
Companies should manage
user initiatives as integrated
not siloed channels.
Defining the right digital organization
has never been easy.
1995 2000 2005 2010 2020
Emerged out of
The competencies required for
digital development keep getting
broader and more sophisticated.
Specialized roles are proliferating.
The mix of internal and external
resources adds to complexity.
Digital businesses require agile
teams but still operate with
fragmented resources in isolated
Complexity, speed, and cost will drive
return to integrated teams.
Business Unit Executives
Key capabilities gaps.
• Product Management • Managing strategy and trade-offs
• Content Strategy • Authentic content authors
• Media creators
• Content strategists
• Social media • SMEs
• Managers, Editors, Analysts
• Analytics • Digital Analysts
• Data Scientists
• Mobile • SMEs
• Technology • All…
To create great
build a product
Showing the value & ROI of digital
isn’t always straightforward.
• “What is the potential
impact to the business?”
• “What is wrong with the
• “Why does it cost so much
to do this?”
• “How will this affect
• “Why can’t we add this feature
that I’ve seen on another
website to our site now?”
• “We don’t have enough
resources to support that
update now, it’ll take 12
months to get it in the queue”
Growing digital revenues often requires
• Channel shift
• Elimination of traditional revenue streams
• Changing expectations of payback period/level of investment required
• Forced realignment of resources