Cheil UK Head of Innovation, Daniele Fiandaca, shared his thoughts on innovation in advertising at El Sol, the Cannes of the the Spanish speaking world.
3. We are seeing the rise of the
in-house agency
In the 2011 Big Won annual
rankings, the second most-
highly awarded agency in the
world for digital
communications was In-House.
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4. A lot of most interesting work
coming from brands
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5. .. and clients are expecting us
to be innovative
“In the same way our audience expects us
to consistently deliver them new and
awesome experiences, we expect our
agencies to consistently deliver new and
innovative ideas.”
Jamie Coomber,
Global Director, Digital Marketing, Converse
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6. .. and so is our audience
“If you want to talk to me in my world, you
need to operate at my pace.”
18 Year Old
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7. .. who themselves are proving
to inspire innovation.
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10. It is not... creativity
“Creativity is thinking up new things.
Innovation is doing new things.”
Theodore Levitt, Professor,
Harvard Business School
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11. It is... ideas that change
everything
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16. The rise of the Innovation
Officer
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17. ... but it must be everyone’s
responsibilty
“..all Unilever’s new category brands
were invented before its much
lauded and copied move to
innovation centres in the 1990s”
John Kearon, CEO Brainjuicer
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20. ... experimentation is
important
A client told me “I didn’t want to pay for
my agencies to experiment and innovate as
much as I needed them to”
Alex Jenkins,
Editor, Contagious Magazine
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26. ...as individuals
“I believe one of the ways that marketers
remain fresh and keep innovating is by
living in the space. I encourage all of our
marketers to go out and live in it. ”
Keith Weed, CMO, Unilever
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33. ...ringfencing time
• It’s a sandbox, not structured play — sometimes they will have
specific briefings as part of 10%. But usually they just have the
curious and talented people do what they want.
The McKinney 10%
• Be entrepreneurs — in order for a project to get off the ground, the
individuals need to hustle, evangelize their ideas, form teams — it is
on them.
• Total transparency — everybody needs to know what everybody is
working on. Steve Johnson calls this 'an open database of hunches'
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39. ... estalishing key KPIs is
essential
“Smart experiments that
make a difference”
Amelia Torode, Head of Innovation,
Chime
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40. ... estalishing key KPIs is
essential
Testing new platforms
Finding new audiences
Growing revenue
New product revenue
Culture change and agency inspiration
Awards and reputation
Winning new business
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42. ...as individuals
“At a client level innovation is ultimately
driven by the senior business directors as
it inherently requires delivery - and their
relationship provides a key role in setting
the environment for clients to commit to
new, progressive thinking. ”
Dan Gregson, Managing Director, BMB
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43. Tom Uglow, CD, Google’s Creative Lab
Innovation
Experimenta+on
+
Explora+on
Play Fun= = =
An alternative definition of
innovation
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