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Lachlan Williams, R/GA : When Being Right Can Go Wrong

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Lachlan Williams, R/GA : When Being Right Can Go Wrong at DMX Dublin 2019

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Lachlan Williams, R/GA : When Being Right Can Go Wrong

  1. 1. WHEN BEING RIGHT CAN GO WRONG LACHLAN WILLIAMS, HEAD OF STRATEGY @RGA LDN #DMX19 @LGW08 #BEMOREINTERESTING
  2. 2. ! BORN ! #DMX19 @LGW08#BEMOREINTERESTING
  3. 3. #DMX19 @LGW08#BEMOREINTERESTING " LIVE "
  4. 4. #DMX19 @LGW08#BEMOREINTERESTING
  5. 5. #DMX19 @LGW08#BEMOREINTERESTING
  6. 6. #DMX19 @LGW08#BEMOREINTERESTING IT FEELS GOOD TO BE RIGHT, RIGHT?
  7. 7. #DMX19 @LGW08#BEMOREINTERESTING IT’S NEVER BEEN EASIER
  8. 8. WE HAVE THE POWER #DMX19 @LGW08#BEMOREINTERESTING
  9. 9. WE HAVE THE TOOLS #DMX19 @LGW08#BEMOREINTERESTING
  10. 10. #DMX19 @LGW08#BEMOREINTERESTING AND YET…
  11. 11. #DMX19 @LGW08#BEMOREINTERESTING
  12. 12. #DMX19 @LGW08#BEMOREINTERESTING CREDIT: Yazin Akkawi
  13. 13. #DMX19 @LGW08#BEMOREINTERESTING @insta_repeat
  14. 14. CAR ADS #DMX19 @LGW08#BEMOREINTERESTING
  15. 15. LAZY GENDER ROLES #DMX19 @LGW08#BEMOREINTERESTING
  16. 16. #DMX19 @LGW08#BEMOREINTERESTING
  17. 17. #DMX19 @LGW08#BEMOREINTERESTING PICTURE THIS…
  18. 18. #DMX19 @LGW08#BEMOREINTERESTING BEING RIGHT IS NO LONGER A COMPETITIVE ADVANTAGE
  19. 19. #DMX19 @LGW08#BEMOREINTERESTING
  20. 20. OUR PROCESSES HAVE BECOME PREDICTABLE #DMX19 @LGW08#BEMOREINTERESTING
  21. 21. ‘BEST-PRACTICE’ IS STARTING THE RACE, NOT WINNING IT. #DMX19 @LGW08#BEMOREINTERESTING
  22. 22. #DMX19 @LGW08#BEMOREINTERESTING HOW CAN WE INVENT IF WE JUST FOLLOW PLAYBOOKS?
  23. 23. IF YOU SET BENCHMARKS, PEOPLE MEET THEM. THEY DON’T EXCEED THEM. #DMX19 @LGW08#BEMOREINTERESTING
  24. 24. #DMX19 @LGW08#BEMOREINTERESTING ASK BORING QUESTIONS GET BORING ANSWERS
  25. 25. #DMX19 @LGW08 PLEASE, TELL ME MORE #BEMOREINTERESTING ABOUT HOW RELEVANT YOU ARE
  26. 26. COMPLAING WON’T FIX MUCH #DMX19 @LGW08#BEMOREINTERESTING
  27. 27. THERE IS A SOLUTION #DMX19 @LGW08#BEMOREINTERESTING
  28. 28. WHEN YOU GET TO ‘RIGHT’… K E E P G O I N G #DMX19 @LGW08#BEMOREINTERESTING
  29. 29. UNTIL YOU GET TO **INTERESTING** #DMX19 @LGW08#BEMOREINTERESTING
  30. 30. CREATIVITY IS YOUR ONLY WEAPON AGAINST MEDIOCRITY #DMX19 @LGW08#BEMOREINTERESTING
  31. 31. WHEN IT WORKS… #DMX19 @LGW08#BEMOREINTERESTING
  32. 32. RIGHT = HELP PEOPLE SEE THAT WE ARE ALL THE SAME. #DMX19 @LGW08#BEMOREINTERESTING US AD COUNCIL
  33. 33. INTERESTING #DMX19 @LGW08#BEMOREINTERESTING
  34. 34. RIGHT = CREATE A BANK FOR MILLENNIALS #DMX19 @LGW08#BEMOREINTERESTING BRADESCO
  35. 35. INTERESTING #DMX19 @LGW08#BEMOREINTERESTING
  36. 36. RIGHT = TELL EVERYONE IT’S COOL TO WORK THERE. #DMX19 @LGW08#BEMOREINTERESTING SIEMENS EB
  37. 37. INTERESTING #DMX19 @LGW08#BEMOREINTERESTING
  38. 38. RIGHT = MAKE MJ RELEVANT TO A NEW GENERATION #DMX19 @LGW08#BEMOREINTERESTING NIKE A/R JORDAN
  39. 39. INTERESTING #DMX19 @LGW08#BEMOREINTERESTING
  40. 40. BUT HOW?… #DMX19 @LGW08#BEMOREINTERESTING
  41. 41. #DMX19 @LGW08#BEMOREINTERESTING BE COMFORTABLE WITH UNCOMFORTABLE
  42. 42. #DMX19 @LGW08#BEMOREINTERESTING RE FRAM E
  43. 43. DIVERSITY. #DMX19 @LGW08#BEMOREINTERESTING F***ING. MATTERS.
  44. 44. ASK BETTER QUESTIONS #DMX19 @LGW08#BEMOREINTERESTING
  45. 45. RELVANCE RESONANCE #DMX19 @LGW08#BEMOREINTERESTING
  46. 46. YOU’RE GOING TO HAVE TO JUST DECIDE TO LEAP #DMX19 @LGW08#BEMOREINTERESTING
  47. 47. GO EASY ON FAILURE GO HARD ON LEARNING #DMX19 @LGW08#BEMOREINTERESTING
  48. 48. #DMX19 @LGW08#BEMOREINTERESTING PRACTICE MAKES PERFECT
  49. 49. A FREE-TO-USE **TOOL** #DMX19 @LGW08#BEMOREINTERESTING
  50. 50. #DMX19 @LGW08#BEMOREINTERESTING INTRODUCING THE GIVE-A-💩-O-METER TM
  51. 51. #DMX19 @LGW08#BEMOREINTERESTING WHY SHOULD ANYONE ACTUALLY GIVE A S***?
  52. 52. 💩 How much s*** could someone give?
 💩 What other sort of s*** do they care about? 💩 What sort of s*** do they have to give?
 💩 When are you asking them to give this s***?
 💩 Why should / would / could they give any of their precious s***s? 
 💩 Is your s*** worth it? #DMX19 @LGW08#BEMOREINTERESTING SCORING SYSTEM
  53. 53. BE MORE WEIRD #DMX19 @LGW08#BEMOREINTERESTING
  54. 54. #DMX19 @LGW08#BEMOREINTERESTING BE MORE BRAVE
  55. 55. BE MORE GENEROUS #DMX19 @LGW08#BEMOREINTERESTING
  56. 56. BE MORE INTERESTED #DMX19 @LGW08#BEMOREINTERESTING
  57. 57. #BEMOREINTERESTING #DMX19 @LGW08#BEMOREINTERESTING
  58. 58. #DMX19 @LGW08#BEMOREINTERESTING GO EASY ON FAILING BUT GO HARD ON LEARNING
  59. 59. #DMX19 @LGW08#BEMOREINTERESTING

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