MDW Boulder April '11 | Daniel Stein_New Models, Alliances, Culture

transcript

4.27.11 // MAKING DIGITAL WORK: New Models, Alliances & Culture

Friday, April 29, 2011

03.04.10 // ORBIT // ORBIT BOULDER DIGITAL CAMPAIGN4.27.11 // EVOLUTION BUREAU - MAKING DIGITAL WORK

BLOWN SIDEWAYS THROUGH THE 90s

TECHNOLOGY

ADVERTISING

TECHNOLOGY

ADVERTISING

ENTERTAINMENT

TECHNOLOGY

ADVERTISING

ENTERTAINMENT

STAGNA-PHOBE

FORMULA FOR THE TRADITIONALAVOIDING COMPLACENCY

STRUCTURE + PROCESS + REVENUE = SUCCESS

SUCCESS -> COMPLACENCY

COMPLACENCY * TIME = TRADITIONAL

EVB LEADERSHIP

Daniel Stein, Founder & CEOSaatchi & Saatchi, Anderson & Lembke (McCann Erickson)

Stephen Goldblatt, Partner & ECDDDB, Butler Shine and Stern, Goodby-SIlverstein & Partners

Craig Batzofin, Executive ProducerDeutsch, Tequila, Droga5

Cary Savas, Director of Account ServiceFoot Cone & Belding, Goodby-Silverstein & Partners

James Gassel, New BusinessChiat Day, Hal Riney & Partners

Aaron McGuire, Technical DirectorCrispin, Porter + Bogusky

TRADITIONAL = TV, PRINT & OUTDOOR

DOING THINGS THE WAY THEY HAVE ALWAYS BEEN DONE, WITHOUT THINKING, IS THE

DEFINITION OF TRADITIONAL.

DEFINING INNOVATIONCREATIVE VS. INNOVATIVE

EFFECTIVE

GOOD MARKETING

DISRUPTIVEUNEXPECTEDEMOTIVE

EFFECTIVE

GOOD MARKETING

EFFECTIVE

GOOD CREATIVEGOOD MARKETING

ENGAGING

INTERACTIVE

EXPERIENTIAL

EFFECTIVE

GOOD CREATIVEGOOD MARKETING

ENGAGING

INTERACTIVE

EXPERIENTIAL

EFFECTIVE

GOOD CREATIVE GOOD DIGITALGOOD MARKETING

ENGAGING

INTERACTIVE

EXPERIENTIAL

EFFECTIVE

PARTICIPATORY

DISTRIBUTABLE

PORTABLE

CURRENCY

BUZZ-WORTHY

GOOD CREATIVE GOOD DIGITALGOOD MARKETING

ENGAGING

INTERACTIVE

EXPERIENTIAL

EFFECTIVE

PARTICIPATORY

DISTRIBUTABLE

PORTABLE

CURRENCY

BUZZ-WORTHY

GOOD CREATIVE GOOD DIGITAL GOOD SOCIALGOOD MARKETING

ENGAGING

INTERACTIVE

EXPERIENTIAL

EFFECTIVE

PARTICIPATORY

DISTRIBUTABLE

PORTABLE

CURRENCY

BUZZ-WORTHY

INVENTIVE

USEFUL

NEWSWORTHY

PUSHES BOUNDARIES

MODEL-CHANGING

GROUND-BREAKING

POLARIZING

GOOD CREATIVE GOOD DIGITAL GOOD SOCIALGOOD MARKETING

ENGAGING

INTERACTIVE

EXPERIENTIAL

EFFECTIVE

PARTICIPATORY

DISTRIBUTABLE

PORTABLE

CURRENCY

BUZZ-WORTHY

INVENTIVE

USEFUL

NEWSWORTHY

PUSHES BOUNDARIES

MODEL-CHANGING

GROUND-BREAKING

POLARIZING

GOOD CREATIVE GOOD DIGITAL GOOD SOCIAL INNOVATIONGOOD MARKETING

INNOVATIVE WORK

GREAT DIGITAL WORK

INNOVATIVE WORK

GREAT DIGITAL WORK

CULTURE FOR INNOVATION

INNOVATIVE WORK

STRUCTURE

GREAT DIGITAL WORK

INNOVATIVE WORK

CLIENTS

STRUCTURE

GREAT DIGITAL WORK

INNOVATIVE WORK

CLIENTS

STRUCTURE PEOPLE

GREAT DIGITAL WORK

BUILDING A CULTURE FOR INNOVATION

CLIENTS

CHOOSING WHO YOU WORK WITHUNLIKELY SOURCE OF LEARNING AND INSPIRATION

• CHOOSE CLIENTS THAT WANT WHAT YOU INNOVATIVE WORK.

• DO YOU HAVE A SHARED VISION OF SUCCESS?

• CAN YOU LEARN SOMETHING FROM THE CLIENT?

• CAN YOU GAIN INSPIRATION FROM THE CLIENT?

• DO THEY WORK AS HARD AS YOU DO?

• CAN YOU MAKE MONEY?

WILL THE CLIENT INHIBIT OR ENHANCE

YOUR BRAND?

EVB’s CURRENT ROSTER

CLIENT INSPIRATIONSHARING VALUES AND PHILOSOPHY

“MOVE AT THE SPEED OF THE CONSUMER. NO FASTER. NO SLOWER”FACEBOOK MANTRA

“WEAVE OUR BRANDS INTO THE FABRIC OF EVERYDAY LIFE.”WRIGLEY MANTRA

“RESPECT PEOPLE’S TIME.”GOOGLE MANTRA

“MAKING THE WEB A BETTER PLACE.”FIREFOX MANTRA

“OUR GOAL IS TO MAKE HISTORY.”ZYNGA MANTRA

“WE ARE 1% COMPLETE.”FACEBOOK MANTRA

“OUR GOAL IS TO MAKE HISTORY.”ZYNGA MANTRA

PEOPLE

PEOPLESTAFFING FOR INNOVATION

• DON’T HIRE CREATIVES. HIRE ENTREPRENEURS WHO CAN WRITE

AND DESIGN

• YOUTH VS. EXPERIENCE.

AND DESIGN

VALUE THOSE WHO’VE GROWN UP DIGITAL

AND DESIGN

• LIVE THE MEDIA.

AND DESIGN

• LIVE THE MEDIA.

BIG BELIEVER THAT THE BEST INSIGHTS AND IDEAS COME

FROM PEOPLE WITH AN INNATE UNDERSTANDING OF THE

ECOSYSTEM

AND DESIGN

• LIVE THE MEDIA.

ECOSYSTEM

• EMBRACING UNCERTAINTY

AND DESIGN

• LIVE THE MEDIA.

ECOSYSTEM

• EMBRACING UNCERTAINTY

• MULTI-DISCIPLINARY

• EMBRACE CHANGE

PASSION FOR EVOLVING

• EMBRACE CHANGE

• RESOURCEFUL

• EMBRACE CHANGE

• RESOURCEFUL

CAN DO ANYTHING. WILLING TO EMBRACE ANY CHALLENGE

• EMBRACE CHANGE

• RESOURCEFUL

• THE “INTEGRATION TEST”

• EMBRACE CHANGE

• RESOURCEFUL

HIRE PEOPLE THAT DON’T KNOW WHAT THE WORD

INTEGRATION MEANS

• EMBRACE CHANGE

• RESOURCEFUL

INTEGRATION MEANS

• UNREALISTICALLY OPTIMISTIC

• EMBRACE CHANGE

• RESOURCEFUL

INTEGRATION MEANS

PESSIMISM KILLS CULTURE

• EMBRACE CHANGE

• RESOURCEFUL

INTEGRATION MEANS

• FEARLESS

• EMBRACE CHANGE

• RESOURCEFUL

INTEGRATION MEANS

• FEARLESS

NOT AFRAID OF ANY CHALLENGE

STRUCTURE

NIMBLE & LEAN

CHAOTIC & CHEAP

STRUCTUREAVOID STRUCTURE

• RECOGNIZE AND REWARD INNOVATIVE DISSENSION

• RETHINK TEAMS

ECOSYSTEM

• RETHINK TEAMS

ECOSYSTEM

• BALANCE IDEA DEMOCRATIZATION WITH IDEA OWNERSHIP.

• RETHINK TEAMS

ECOSYSTEM

EVERYONE CAN CONTRIBUTE, BUT SOMEONE HAS TO DELIVER

• RETHINK TEAMS

ECOSYSTEM

EVERYONE CAN CONTRIBUTE, BUT SOMEONE HAS TO DELIVER

• RECOGNIZING A BIG IDEA, EVEN IF IT’S A SMALL IDEA

STRUCTURENEVER GET TOO COMFORTABLE

• EXPERIMENT WITH SEATING

• IF IT’S EASY, YOU ARE PROBABLY NOT DOING IT RIGHT

• AVOID UNNECESSARY STRUCTURE

• KEEP TEAMS SMALL

• EVERYONE IS CAPABLE OF THINKING CREATIVELY

• MARRYING TRADITIONAL/DIGITAL

COLLABORATION & ALLIANCES

THE SHARING ECONOMY

• MOST DIGITAL AGENCIES GREW UP AS PRODUCTION COMPANIES

THE SHARING ECONOMY

COLLABORATION WAS NECESSARY

THE SHARING ECONOMY

• THEY UNDERSTAND SOFTWARE DEVELOPMENT AND OPEN-

SOURCE MODEL

THE SHARING ECONOMY

SOURCE MODEL

• EMBRACE THE SHARING ECONOMY

THE SHARING ECONOMY

SOURCE MODEL

• NOT BRIDLED BY THE “LEGACY OF SECRECY”

THE SHARING ECONOMY

SOURCE MODEL

THE SHARING ECONOMY

SOURCE MODEL

• EXTREMELY COUNTER-INTUITIVE TO THE ADVERTISING

INDUSTRY

THE SHARING ECONOMY

ADVERTISING

PROMOTIONS

PRODUCTIONCOMPANIES

THE SOCIAL, DIGITAL, CONTENT, MOBILE,CROWD-SOURCINGMARKETING AGENCY

OF THE FUTURE.

ENTERTAINMENTCOMPANIES

MEDIA COMPANIES

EVENTMARKETING

CLIENTS

CHANGING AGENCY ECOSYSTEM

EVERYONE IS A POTENTIAL COMPETITOR AND/OR PARTNER.

NEW CLIENT/AGENCY MODELS

• CLIENT AGENCY MODELS ARE SHIFTING

• PROCURE INVOLVEMENT

• CLIENTS DON’T WANT TO COMMIT LONG-TERM

• CLIENTS DON’T WANT TO PAY FOR IDEAS

• LOTS OF PROJECT WORK

• MULTIPLE AGENCY RELATIONSHIPS

WORKS BEST WHEN THE AGENCIES HAVE A BETTER

RELATIONSHIP WITH EACH OTHER THAN THEY DO WITH THE

CLIENT.

MULTI-AGENCY RELATIONSHIPS

ADVANTAGES OF SHARING

• BETTER WORK

• LESS COMPLACENCY

• BETTER WORK

• STRIVE TO INNOVATE AND EVOLVE

• BETTER WORK

• VISIBILITY

• BETTER WORK

• VISIBILITY

• KEEPS CLIENTS HONEST

• BETTER WORK

• VISIBILITY

• BETTER WORK

• VISIBILITY

• SHARPENS SKILLS

• EVERYONE IS A NETWORK

• EVERY THREAT IS AN OPPORTUNITY

• COMPETITORS

• CLIENTS

• CELEBRITIES

• PRODUCTION COMPANIES

• MEDIA CHANNELS

UNLIKELY ALLIANCES

• EDUCATE & INSPIRE ADVERTISING COMMUNITY

• COLLABORATION WITH FACEBOOK & THE ADVERTISING

INDUSTRY

• SITE WAS BUILT FOR AND BY THE ADVERTISING COMMUNITY

• WWW.FACEBOOK-STUDIO.COM

FACEBOOK STUDIO

MDW Boulder April '11 | Daniel Stein_New Models, Alliances, Culture

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