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How Ad Agencies Become Innovation Partners

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This is a 10-minute presentation I gave at the Digiday Agency Summit in Oct 2014. It explains why Lateral Innovation is the best opportunity for agencies to help clients with their innovation efforts. It compares how GE talks about innovation over a 60-year period to illustrate the differences in Vertical vs. Lateral Innovation. Finally, it stresses a need for agencies to invest more heavily in financial and commercial expertise to effectively play the role of "innovation partner" for any client.

Like all of my presentations, it loses quite a bit without voice-over, but you can read about this and other innovation philosophy in-depth at http://finch15.com/blog.

Published in: Marketing

How Ad Agencies Become Innovation Partners

  1. 1. AGENCY INNOVATION PARTNERS @saneel | #digidayDAS | digiday agency summit
  2. 2. who am I?
  3. 3. we offer incubator services to brands
  4. 4. DEFINING INNOVATION
  5. 5. in·no·va·tion noun ˌi-nə-ˈvā-shən the introduction of something new -Merriam-Webster
  6. 6. in·no·va·tion noun ˌi-nə-ˈvā-shən the introduction of something new [& relevant] -Merriam-Webster-Radia
  7. 7. what’s relevant?
  8. 8. vertical innovation
  9. 9. lalatteerraal li ninnnoovvaattioionn
  10. 10. THE AGENCY OPPORTUNITY
  11. 11. {BRAND IMPACT} LATERAL BRAND-LED INNOVATION VERTICAL INNOVATION brand-driven innovation • improve existing offerings • pursue a destination • realistically extrapolate ROI • create new offerings • venture into unknown • disproportionate ROI reward risk
  12. 12. tools of the craft “who the hell is in charge, a bunch of accountants trying to make a dollar into a dollar ten?” -Don Draper
  13. 13. brand-led exploration
  14. 14. brand-led exploration + brand-mitigated risk
  15. 15. brand-led exploration + brand-mitigated risk + financial expertise
  16. 16. brand-led exploration + brand-mitigated risk + financial expertise = new & relevant opportunities !
  17. 17. brand-led exploration + brand-mitigated risk + financial expertise = new & relevant opportunities ! = AGENCY INNOVATION PARTNERS
  18. 18. THANK YOU @saneel | #digidayDAS | digiday agency summit

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