4. What we’re making is different than
18 months ago.
Tuesday, August 10, 2010
5. We’re making more stuff.
Yahoo’s Duncan Watts, in his “influencers” research, used a lighting
many fires analogy that points to the fact that digital media drives
cumulative advantage. He suggests brands are better off “placing
lots of bets to give the best chance of starting a full forest fire - lots
of fires in lots of promising places.”
The cost efficiencies of digital media allow marketers to hedge bets
and not bet the farm on one thing - make ten and see what takes.
Tuesday, August 10, 2010
8. Our work is more varied and complex.
Tuesday, August 10, 2010
9. Improving engagement models.
Campaign in market:
increased awareness, conversation, advocacy
Traditional
Cycle
Campaign in market:
increased awareness, conversation, advocacy
Distributed
Cycle
Diversity breeds sustained activity:
steady levels of awareness, conversation, advocacy
Tuesday, August 10, 2010
10. 2: The people needed to make the work.
Tuesday, August 10, 2010
11. Two big influences on the team structure:
We’re being asked to create more work, while at
the same time, we’re being paid less money.
The work is materially different than it was,
requiring new skill sets / capabilities to get it
done.
Tuesday, August 10, 2010
12. Two decades of diminishing compensation.
15% media commission
13.5% media commission
11% media commission
10% media commission
<9% media commission
time and materials
hard margin negotiations
pay for performance
Tuesday, August 10, 2010
13. Aggressive procurement practices are just a fact
of life. You can complain.
Or you can accept this as part of our industry’s
new reality and begin to plan accordingly.
Tuesday, August 10, 2010
14. Silos are going away. Because they have to.
Client Marketing Group Client Interactive
Marketing Group
Core Agency
Executive Leadership Interactive Department
Account Management Account Management
Account Planning Account Planning
Creative Creative
Production Production
Tuesday, August 10, 2010
15. In the post-digital world, everyone is must be
interactive.
Tuesday, August 10, 2010
16. Reorganizing teams to focus on making things.
fig. 1 fig. 2
Account
AD Leadership
Account
IAS AD Leadership
AS
IAE AE AE AE IP IP IP IP BP
Int. Accnt. Mngmnt. Account Management Interactive Production Broadcast
IP IP IP T BP UX TK MG
Interactive Production Traffic Broadcast User Experience Technologist Motion Graphics
Tuesday, August 10, 2010
17. Will this work? Not sure.
We’re taking a position based on an idea we
believe in.
Doing nothing isn’t an option.
Tuesday, August 10, 2010
18. Rebuilding teams around a new building block.
Knowledge across disciplines
Core discipline expertise
http://www.fastcompany.com/magazine/95/design-strategy.html?page=0%2C1
Tuesday, August 10, 2010
19. The T-shaped team.
Cognitive empathy: ability to respect, understand and support other disciplines,
leading to more compact, cohesive team capable of better work.
Creative Technology Production UX
Tuesday, August 10, 2010
20. The T-shaped team.
Creative Technology Production UX
Concept / Project / Client Functionality /
Design + Tone Implementation Management User Interaction
Tuesday, August 10, 2010
21. Poorly designed physical / virtual spaces.
Use co-location / technology to mediate gaps.
WTF.
Tuesday, August 10, 2010
23. Poor substitutions for collaboration.
Email volume = communications breakdown = trouble.
Tuesday, August 10, 2010
24. Simple goals:
Reduce team to essential components.
Bring teams as close together as you can.
Emphasize being nimble and responsive.
Insist on creating a diverse body of work.
Tuesday, August 10, 2010
25. 3: The process through which the work is
realized.
Tuesday, August 10, 2010
26. Worlds colliding: software companies + agencies.
Process must work for you, not vice versa.
Tuesday, August 10, 2010
28. Tenets of Agile Development Process:
Individuals and interactions over processes and tools.
Working software over comprehensive documentation.
Customer collaboration over contract negotiation.
Responding to change over following a plan.
Tuesday, August 10, 2010
29. As change accelerates, process priorities shift.
Replication, minimization of risk, error
Bespoke process, accept variance + risk
Tuesday, August 10, 2010
30. Discover Concept Design Build Measure
Qualitative /
Stakeholder Creative Wireframes / Motion Quantitative
Interviews Team Prototype Graphics Analysis
Audience
Research / Crowd Design Technical
Personas Sourcing Boards Development Optimization
Audience Team Copy QA Post Launch
Research Brainstorm Deck Testing Updates
Brief Approved Concept Approval of design / Approved Beta
copy / functionality
Working Project Plan Approved Release
Measurement Plan
Tuesday, August 10, 2010
31. Characteristics of a good project.
Big decisions are up front – honor your plan.
Keep things moving – highlight / resolve obstacles.
Empower team to make decisions.
Anticipate change, stay nimble and flexible.
Understand what makes your idea good – don’t
compromise core.
Tuesday, August 10, 2010
32. So, that’s about it…
Our industry has transitioned to the the post
digital age.
It requires different people and new processes.
But most important, digital is no longer someone
else’s job. It’s yours.
Tuesday, August 10, 2010
