From ad agency to digital agency. From old blue chip brands to new blue chip brands. A first-person overview of the transformation marketers, agencies and brands must make to remain competitive in tomorrow's marketplace.

1. A Story Of
Transformation.
!
!
Dean Elissat
VP Client Engagement

2. The World
I Come From.

5. Three Key
Elements.

6. Nice Digs.

7. Creative Thinkers.

8. NOT TOO MENTION. YOUNG AND GOOD LOOKING.

9. Human Curiosity.

10. 1,000+
9.

11. twenty years
=

12. The World
I Head Into.

14. Most Valuable Brands 2001
!
1. Coca-Cola
2. Microsoft
3. IBM
4. GE
5. Nokia
6. Intel
7. Disney
8. Ford
9. McDonald’s
10. AT&T
Most Valuable Brands 2014
!
1. Apple
2. Samsung
3. Google
4. Microsoft
5. Verizon
6. GE
7. AT&T
8. Amazon
9. Walmart
10. IBM

15. Adapt Or Die.

16. Average Number Of Household
Digital Connected Devices
6-15
10 BILLION
DIGITAL DEVICES WORLDWIDE
!
200 BILLION
CONNECTED DEVICES BY 2021
!
2.5 BILLION
USERS OF THE INTERNET
!
$259 BILLION SPENT LAST YEAR
THROUGH ECOMMERCE (U.S)
!
60 BILLION iPHONE APPS
DOWNLOADED TO DATE
!
1.2 BILLION FACEBOOK USERS
!
TEENS SPEND 7.5 HOURS OF
DIGITAL SCREEN TIME A DAY
!
ADULTS SPEND OVER 45 HRS/MTH
ON THE INTERNET
(NOT INCLUDING PORN)

17. 17
Start With Discovery.
Recommended activities include:
!
• Research audit.
• Internal stakeholder interviews.
• Competitive audit.
• Content inventory audit and process review.
• Key user scenario development.
• Feature matrix definition.
Everything Is
Digital Now.

18. 18
The
Digital
Wave.
Me.
(and the rest of the
ad agency community)

19. 19

20. 20
Leap.

21. 21
Engine
Digital.
Van & NYC.

22. Three
Distinct
Differences.

23. 23
Gulp.

24. Old Brief.
!
Target Audience.
Consumer Insight.
Message To Deliver.
Reason To Believe.
The New Brief.
!
Community Served.
Value We Add.
Engagement Strategy.
Content Strategy.
Technology Platforms.
Measure Of Success.

25. Ad Agency.
!
Big Ideas.
Conceptual.
Has Legs.
GRPs.
CPMs.
Integrated.
Award Winning.
Digital Agency.
!
Engagement.
Responsive.
Agile Process.
A/B Testing.
SEO, SEM, PPC.
HTML5, PHP,.NET.
DRM, APIs.
CMS, CRM.

26. Brands Also
Transforming.

29. Born Digital.
Behaviour Based.

30. Digital
Brand
Principles.

31. Shift From Messaging Toward Experiences & Content Delivery
Be Useful.
1

33. Reflect, Change, Empower Values, Attitudes And Behaviours.
Cultural Tool.

34. 34
Revolution?

35. Move Past Competitive Bar Of Entry.
Look. Then Leap.

36. 36
Internet
Of Things.

37. Avoid Silo’d Interaction With Consumers. We Live Cross-Platform.
Think Connected.

39. Consumers Feel More Positive About A Brand When Interaction Is Personalized.
Plan For Humans.

41. Focus On What Is Of The Highest Value For Your User.
Do Less. Better.

43. I Cannot Live Without…
Be Essential.

45. Be Useful.
Form Culture.
Leap Ahead.
Connected Platform.
Get Personal.
Less Is More.
Essential.

46. Digital
Maturity
Transformation.MARKETERS

47. Isn’t.
Lowest Bar Of Entry.
Technology Sake.
Interim Toe Dip.

48. Drivers.
Leadership Vision.
Organizational Intent.
Business Insight.
“Purpose before profit”.

50. Barriers.
Organizational Culture.
Resource Prioritization.
Cost Vs Investment.
“Bans working from home”.

51. 3rd.In Search
Engine Use

52. Sectors.
Banking.
Insurance.
Travel Hospitality.

53. Digital
Maturity
Transformation.AGENCIES

54. New DNA.
Redefine Value.
Evolve Service Mix.
Restructure Revenue Model.

55. EngineDigital
Strategy partner
Vendor partner
Can you design and
build our website?
!
Respond With:
Scope & Budget

56. EngineDigital
Strategy partner
Vendor partner
Can you define what
our website should be?
!
Respond With:
Content Strategy & Approach

57. EngineDigital
Strategy partner
Vendor partner
Can you help define
our online strategy?
!
Respond With:
User-Centered Strategic Plan

58. EngineDigital
Strategy partner
Vendor partner
What other digital
experiences should we
consider?
!
Respond With:
Digital Roadmap Strategy

59. EngineDigital
Strategy partner
Vendor partner
Can you identify new
business opportunities
in the digital landscape?
!
Respond With:
Digital Business
Transformation Strategy

60. EngineDigital

61. Age Of
Transformation
Inspiration.

63. Never be afraid
to go too far, for
true success lies
just beyond.
Marcel Proust
18th Century Writer & Original Hipster
@therealproust
#deadbutnotgone