How do we incentivize/prioritize interactive ?
Promote those who can articulate it
Listen to those who are passionate about it
Reward those who can sell it
Recognize those who can concept it
Include those that live it
Demand it gets into our clients Schedule As
Make everyone accountable for its success
Make it a recognizable priority at the C-Level
How do we nurture interactive ?
Remove the fear of failure
Stop thinking of it as interactive
Start thinking of it as engagement
Make time for it
Lose more money
How do we empower people ?
Allow them to make time for it
Allow them to consult Sherpas
Allow them to take risk
Allow them to immerse themselves in it
Make room in the budget for creativity
How do we make time for it?
Create an agency Hack Day. Give
every employee the ability to spend
15% of their time to work on
something related to engagement.
Whether creating a new blog, or
creating a youtube video, infect
What are Sherpa teams?
SHERPA TEAM, A MULTI-DISCIPLNARY GROUP MADE UP FOR SMART ENGAGEMENT EVANGELIST.
How do we allow them to take risks?
By mandating that everyone fails at
least twice a year. By celebrating
the learnings of a failure. When
responding to a creative brief warrant
that one of them be off-topic
How do we allow immersion?
Mandate that employees attend at least
one conference a year. Industry speciﬁc
or not. Give departments a book/
magazine/go out 4 times-a-year budget.
Let them spend the money.
How do we not paint ourselves in a corner budget-wise?
Provide numbers for campaigns and not
executions. Often times the realities
that exist during the budget-deﬁnition
phase no longer hold true. Budgets
should have a built-in range.
What should we re-organize ?
Start with New Biz pitchs
Create an Interactive Steering Group
Promote Interactive Strategy within Planning
Close the feed-back loop internally
Actively look at existing client for new
opportunities at all touchpoints
Re-allign Creative Dept and make it
How can we ameliorate the New-Biz process?
Include IA/Tech leads into the
concepting process. Deﬁne budget
with a built-in range to
accommodate for the changing
What is the steering committee?
STEERING COMMITEE, MULTI-DISCIPLINARY GROUP CHARGE WITH LEADERSHIP OF INTERACTIVE
Isn't planning and strategy, one in the same?
There has been a lack of leadership
when it comes to owning the
interactive strategy. Various
colleagues have tried to ﬁll the void.
We're losing the forest for the trees.
planning must reclaim their foothold
and be more involved downstream.
How do we close the loop?
CLOSING THE LOOP, BY PROVIDING PLANNING AND OTHERS WITH LEARNINGS WE CAN IMPROVE PERFORMANCE
How do we actively look for opportunities?
ENGAGEMENT OPPORTUNITIES, LOOK HOLISTICALLY AT TOUCH-POINTS.
PLANNNG PRE-PRO PRO QA DELIVERY SUPPORT TRACKING CLIENT
LEVELS OF CONTRIBUTION, A VISUAL LOOK AT THE POINTS WHERE VARIOUS TEAMS COME TO PLAY