The document describes the Dentsu Innovation Program, which aims to help clients set up a 70/20/10 investment framework by defining the 20% novelty and 10% innovation investments. The program consists of workshops, inspirational presentations at the Dentsu Innovation Center, and results in one or more small-scale experiments to test hypotheses. Workshops include sessions on unlearning to think differently, disruption and solving customer problems, and deep dives into strategic topics. Presentations at the Innovation Center provide insights into emerging technologies. The outcome is experiments to validate hypotheses.

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⎾DENTSU INNOVATION PROGRAM⏋
THE GOAL IS TO HELP CLIENTS SET UP A 70/20/10 INVESTMENT FRAMEWORK.
THE FOCUS IS ON DEFINING THE 20 (NOVELTY) AND 10 % (INNOVATION)
INVESTMENTS.
DURING THE PROGRAM WE IDENTIFY AND DECIDE ON A NUMBER OF SMALL SCALE
EXPERIMENTS TO BE TESTED IN 2017.
THE EXPERIMENTS CAN RANGE FROM SMALL SCALE MEDIA INVESTMENTS IN
UPCOMING DIGITAL MEDIA TO SOFT- OR HARDWARE PROJECTS.
THE INNOVATION PROGRAM CONSISTS OF WORKSHOPS, INSPIRATIONAL
PRESENTATIONS AT THE DENTSU INNOVATION CENTER AND RESULTS IN ONE OR MORE
EXPERIMENTS.

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⎾DENTSU INNOVATION PROGRAM⏋
WORKSHOPS
1.LEARN TO UNLEARN (3HRS)
INNOVATION REQUIRES TO THINK DIFFERENTLY WHICH IS HARD BECAUSE WE ARE ALL
TRAINED TO THINK IN A CERTAIN WAY. THIS WORKSHOP HELPS US TO UNLEARN AND
PREPARE FOR REAL INNOVATIVE THINKING
2. THE INNOVATION DAY (1 DAY)
BRINGING INSPIRATIONAL PROJECTS, DISRUPTIVE INITIATIVES AND OUT OF THE BOX
EVENTS FROM YOURS, ADJACENT AND OTHER INDUSTRIES TO KICK START A NUMBER
OF SESSION FOCUSED ON DISRUPTING YOUR INDUSTRY, SOLVING YOUR CONSUMER’S
PROBLEMS DIFFERENTLY AND SETTING UP AN ALTERNATIVE MARKETING INVESTMENT
PROGRAM. THE OUTCOME IS A ONE OR MORE OF EXPERIMENTS AIMED AT
VALIDATING A NUMBER OF HYPOTHESIS WE DEFINED IN THE DIFFERENT SESSIONS.
3. THE BREAKFAST CLUB (5 WEEKS)
DEEP DIVE INTO A STRATEGIC TOPIC THAT NEEDS MORE ATTENTION, WE TAKE 4
WEEKS TO RESEARCH AND TACKLE IT AND COME WITH OUR VIEW AND SOLUTION IN
WEEK 5.

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⎾DENTSU INNOVATION PROGRAM⏋
INSPIRATIONAL SESSIONS AT THE DENTSU INNOVATION CENTER
THE INNOVATION CENTER AT DENTSU GIVES YOU AN INSIGHT IN AND LET’S YOU
EXPERIENCE THE TECH THAT COMES NEXT (REPRESENTING 10% INVESTMENTS) AND IS
LIKELY TO CHANGE CONSUMER’S BEHAVIOUR OR MEDIA USAGE.
INSPIRATIONAL PRESENTATIONS, FOCUSED ON THESE 10% INVESTMENTS, GIVE YOU
THE DETAILS YOU NEED TO EVALUATE IF THIS TECH IS IMPORTANT FOR YOUR BUSINESS
OR NOT.
THE OUTCOME OF THE PROGRAM IS ONE OR MORE SMALL SCALE EXPERIMENTS TO
TEST A NUMBER OF HYPOTHESIS

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⎾INNOVATION THROUGH DATA⏋
THREE PILLARS
WE CHALLENGE YOU TO CREATE A ROADMAP WITH US FOR INNOVATION AND
GROWTH IN THREE PILLARS:
Data Activation – the application of
understanding into actual business
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Unequalled understanding
of your Target Audience – and of your
competitors
Full insight into the performance and
revenue drivers/inhibiters of the
company
ANSWERING THE QUESTION:
“WE HAVE A LOT OF DATA, BUT NOW WHAT? HOW DO WE APPLY IT IN MARKETING?”
BY APPLYING OUR METHODS AND TRAINING STAFF, SUPPORTING SELECTION AND IMPLEMENTATION OF DMPS
AND OTHER DATA-INFRASTRUCTURE AND IMPROVE MEDIA-BUYING, STRATEGY OR CREATIVES BASED ON THE
RESULTS WE CAN SUPPORT YOU MOVING TOWARDS A DATA-DRIVEN WAY OF WORKING.