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MDW Boulder April '11 | Matt Howell_New Teams and Process for Making Digital Work


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Matt Howell, Global Chief Digital Officer and Managing Partner at Arnold will present his vision for the new brand team, individual roles and the process necessary to go from making messages to building platforms.

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MDW Boulder April '11 | Matt Howell_New Teams and Process for Making Digital Work

  2. 2. Mayhem on Madison Ave Don Draper’s Revenge or 2Thursday, April 28, 2011
  3. 3. What I believe: Whether we like it or not, advertising agencies are getting into the software business. 3Thursday, April 28, 2011
  4. 4. By no means are traditional channels going away, but... “It is much better to have a smaller share of an exploding industry versus a growing share in a declining industry.” - Rishad Tobaccowalla, 4A’s Conference 4Thursday, April 28, 2011
  5. 5. My experience: Then: small Now: big 5Thursday, April 28, 2011
  6. 6. The challenge: How can we transition teams, processes and cultures that have for 50+ years, been focused on producing one thing, very quickly get good at producing something entirely different. Without ruining what’s already in place. 6Thursday, April 28, 2011
  7. 7. Thinking about process and structure. The work. The people needed to build the work. The process through which the work is realized.Thursday, April 28, 2011
  8. 8. 1: The work.Thursday, April 28, 2011
  9. 9. What we’re making is different than it was 18 months ago.Thursday, April 28, 2011
  10. 10. For starters, we’re making a lot more stuff. Yahoo’s Duncan Watts, in his “influencers” research, used a lighting many fires analogy that points to the fact that digital media drives cumulative advantage. He suggests brands are better off “placing lots of bets to give the best chance of starting a full forest fire - lots of fires in lots of promising places.” The cost efficiencies of digital media allow marketers to hedge bets and not bet the farm on one thing - make ten and see what takes.Thursday, April 28, 2011
  11. 11. A new metaphor. Grow through volume / diversity. Bet it all on a couple :30’s.Thursday, April 28, 2011
  12. 12. Thursday, April 28, 2011
  13. 13. 1. Our work is now more varied.Thursday, April 28, 2011
  14. 14. Put more out there, more frequently. Campaign in market: increased awareness, conversation, advocacy Traditional Cycle Campaign goes dark: conversation volume drops markedly Distributed Cycle Diversity breeds sustained activity: steady levels of awareness, conversation, advocacyThursday, April 28, 2011
  15. 15. 2. Our work is also more complex. Digital work is typically the product of a very large number of small but important decisions carried out across a quick, iterative development process.Thursday, April 28, 2011
  16. 16. Hierarchal structure incompatible with this process. GAD Agency / Client Leadership CCO CD’s Account / Client Leadership AD’s time AE’s AD’s / CW’s Producers Project Managers Project Teams Support StaffThursday, April 28, 2011
  17. 17. 2: The people needed to make the work.Thursday, April 28, 2011
  18. 18. Two big, recent influences on the way we staff. The work itself is materially different, and those differences should be reflected in the composition of the teams. Procurement groups ask that we create more work for less money.Thursday, April 28, 2011
  19. 19. A simple fact. Maintaining the same team structure + process while expecting a markedly different work outcome, is, well, crazy.Thursday, April 28, 2011
  20. 20. Shift team composition to focus on making. fig. 1 fig. 2 Account Lead AD Leader P Planner Account Lead AD Lead P Planner AS IAS IP IP IP EP BP AE AE AE IAE Producers Account Management Interactive A.M. UX D E SM IP EP T BP User Developer Editor / Motion Social Media Int. Prod Event Prod. Traffic Broadcast Producer Experience Graphics ManagerThursday, April 28, 2011
  21. 21. Becoming nimble by flattening and creating groups. x-disciplinary leadership team Team 1 Team 2 Team 3 Hierarchical Org Structure Teams work with greater autonomy / accountabilityThursday, April 28, 2011
  22. 22. Rebuilding teams around a new building block. Knowledge across disciplines Core discipline expertise, April 28, 2011
  23. 23. The T-shaped team. Goal: Be brutally reductive. Strip team to its essential components, add only when necessary. Bigger = worse. 2 Creative Technology Production UXThursday, April 28, 2011
  24. 24. The T-shaped team. 2 Creative Technology Production UX Concept / Project / Client Functionality / Implementation Design + Tone Management User InteractionThursday, April 28, 2011
  25. 25. A wrinkle: diversity of new work is blurs ownership. Narrative-driven ARG lead by creative team. Community + tool based service lead by UX and Social teams.Thursday, April 28, 2011
  26. 26. 3: The process through which the work is realized.Thursday, April 28, 2011
  27. 27. Poorly designed teams. Bloated teams = slow, waste of time.Thursday, April 28, 2011
  28. 28. Poorly designed physical environments. Use co-location / technology to mediate gaps.Thursday, April 28, 2011
  29. 29. Poor substitutions for collaboration. Email volume = communications breakdown = trouble.Thursday, April 28, 2011
  30. 30. Restrictive processes that will suffocate creativity. Process must work for you, not vice versa.Thursday, April 28, 2011
  31. 31. Applying the appropriate process to a project. Replication, minimization of risk, error Bespoke process, accept variance + riskThursday, April 28, 2011
  32. 32. Small, empowered teams. Tight co-location. Deep, informal client participation. Minimal, flexible, iterative process. Embrace the unexpected, anticipate change.Thursday, April 28, 2011
  33. 33. A traditional proxy for digital process. The shoot. But imagine if the shoot lasted three months instead of two days.Thursday, April 28, 2011
  34. 34. You can change your culture through work.Thursday, April 28, 2011
  35. 35. Above all. Try new shit. Fiddle with new things. All the time. No one has this figured out. Shift burden from proving why you should experiment to why you shouldn’t. Doing nothing is going to put you behind.Thursday, April 28, 2011
  36. 36. BOULDER DIGITAL WORKS THANK YOUThursday, April 28, 2011