DAZE Melbourne 2015: Transformation Tactics – Agency Innovation

1. Tuomas Peltoniemi
President, Asia
TBWADigital Arts Network
@TPeltoniemi
HELLO!

2. TRANSFORMATION TACTICS:
AGENCY INNOVATION.

5. World’s largest taxi company owns no taxis
Largest accommodation provider owns no real estate
Largest phone companies own no telco infra
World’s most valuable retailer has no inventory
Most popular media owner creates no content
World’s largest movie house owns no cinemas
Largest software vendors don’t write the apps
21st century brands…

6. What is
Silicon Valley?
Fiercely entrepreneurial
Inventing the new economy
Product first
Metrics driven
Community focused
Fast turnaround
All in — everyone’s an evangelist

7. Brand first
Service driven
Formula for handling accounts
We create, clients buy
Linear campaign development
Craft is everything
Departmental structures

9. BRIEF STRATEGY IDEA EXECUTE LAUNCH

11. D I S R U P T I O N ®
L I V E !X
AUDIENCE
PLANNING
OPEN
BRIEFING
INSIGHT
MINING
the
Disruption®
T R I G G E R S A N D
A U D I E N C E N E E D
C R E AT I V E + B U S I N E S S
O P P O R T U N I T Y
TA I L O R C R E AT I V E ,
C H A N N E L A N D O F F E R

13. Doers
Managers
Relationship
THINKERS
MAKERS
PRODUCT
to
to
to

14. Considerations for
products and IP.
Patents
Legal
Technical builds
Maintenance
Software updates
Marketing
Sales
Customer service

17. Key takeaways
Innovation is more than just tech.
Disrupt your own operating model.
Consider all the angles in IP and
Product innovation.
Look at renumeration in a way that
incentivises marketers and agencies
based on the same KPIs.

18. Tuomas Peltoniemi
President, Asia
TBWADigital Arts Network
@TPeltoniemi
THANK YOU!