The merger of Penguin and Random House resulted in an accelerated need for a joined-up digital presence and strategy. Ashley describes the pains and the pleasures of a blended project team navigating through an organisation in major transformation to deliver a new customer experience platform in record time.

1. Accelerating Digital Transformation
Lessons in building a blended team yesterday to
deliver today
Location: Right here, Right now!
Date: 29th April 2015

2. Session description:
The merger of Penguin and Random House resulted in an accelerated need for
a joined-up digital presence and strategy. Ashley describes the pains and the
pleasures of a blended project team navigating through an organisation in major
transformation to deliver a new customer experience platform in record time.
Ashley Holloway
Penguin Random House UK
Director, Business Partnerships & Strategy
@sparehead
Miro Walker
Cognifide
CEO
@mirowalker

3. Powering digital transformation. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
• 250+ staff
• London, Poznań, New York
• Part of the WPP Alliance
An Experience Management
Consultancy
Powering Digital
Transformation
B E T T E R
Superior digital platforms for
competitive advantage.
F I T T E R
Successful adoption,
engagement and alignment.
Capability development.
F U R T H E R
Delivering benefits of digital at
global scale: multi-brand,
multi-territory, multi-agency.

4. 4May 15
Conflicting Expectations
Public Profile
Complex Stakeholder Community
Previous failures Immovable Constraints
New Partners
New Technology
New Project Team
New Business

5. 5May 15
Conflicting Expectations
Public Profile
Complex Stakeholder Community
Previous failures Immovable Constraints
New Partners
New Technology
New Project Team
New Business
We all better
work well
together

6. 6May 15
3things we’re glad we
got right in the end

7. 7May 15
1Culture
2Culture
3Culture

8. 8May 15
1Behaviours
SUPPORTIVE
HONEST
OPEN
CHALLENGING

9. 9May 15
1Behaviours
You set the tone
The first problem nails it

10. 10May 15
1Behaviours
Your team raises it
Your team fixes it
Your team adapts to it

11. 11May 15
2Business
Certainty
Fear
Risk
Cost control

12. 12May 15
2Business
Fixed price is not
Fixed relationship

13. 13May 15
2Business
Relationships free
the team
Negotiations protect
the business

14. 14May 15
3Foundation
the method
is
the method

15. 15May 15
3Foundation
One
rotten apple
makes all the others
sour

16. 16May 15
1. Free the team to learn
2. Be ready for the inevitable changes
3. Get behind the process

17. 17May 15
Thank you