Digital Infusion forAd Agencies

Incubation > integration > implementation Incubation > integration > implementation

( A 3 step approach to infusing digital thinking and action)

www.theidmi.com

The Darwinian shift

• Digital as a concept is reshaping everything from the way we connect

& communicate as consumers to the way we behave and buy brands

• This new shift is more complex than we think and happening faster

than we imagine

• It’s time to re-think and re-imagine how we communicate with

consumers

Is your organsiationready?

consumers

• Marketing interruption is over, we’ve entered the era of collaborative

engagement & participation

• To get ahead of the curve organisations must recalibrate their

strategies and plans

• Baby steps to won’t work – what’s needed are bold moves & fresh

thinking

• We must respond and act now!

www.theidmi.com

What’s holding your organisation back ?

•• Is it a mix of both attitudinal and behavioral issues that’s holding back change ?

• The feeling that this shift still has little or no effect on your core business

• Is too small to worry about now. Will cross the bridge later

• The dearth of in-house skills - expensive to hire digitally

•

• The dearth of in-house skills - expensive to hire digitally trained people

• Buying out might be an easier option to building from scratch

• Still work in Silos / Digital is nobody’s KPI

• Indifference and apathy still exists internally

• Not perceived as experts so why bother

• No clear lines of ownership.

• No agenda for integration

Maybe, it’s time to take the

first step ?

www.theidmi.com

So what is digital infusion ? And how can it help ?

Integration

IncubationThis is the initiation process that aims to inject a shift in thinking andattitude across each department through a series of training campsand knowledge initiatives..

IntegrationA process driven methodology that integrates every department to align with the shift and inculcate the same into everyday work – from a fundamental shift in job briefing process right up to project execution

ImplementationA process that links to every individuals’ KPI and performance metrics.The implementation process is also aligned to business objectives andgrowth. The final test of the infusion process is the linkage to businessperformance parameters

www.theidmi.com

The starting point

Situation Audit This is stage one of the infusion process. A detailed drill down into the state of play of the organization

1. Organisational analysis : What and where the bottle necks to change and integration exist.change and integration exist.

2. Attitude assessment: Attitude of each department towards change and shift is assessed and recorded with a score. These scores are then used to measure success through each stage.

3. Skill assessment: A skill assessment is done across the organization to identify if talent already exists ? If not, how do we develop the require talent in-house. Do we build up organically or do we hire from outside ?

www.theidmi.com

• Here we outline the main objectives to be achieved by the programme• We quantify this across 5 dimensions • Also, list down important outcomes from the programme

The starting point

Define key objectives • Attitudinal change• Skill enhancement • Skill enhancement • Digital Integration• Business impact• Image change

List down desired outcomes• Future ready i.e. have the right people, right

processes, right tools, right approach• Have sound digital knowledge and expertise • Be fully integrated • Drive incremental revenue • Win awards & recognition

www.theidmi.com

The road to infusion

Training & KnowledgeThis is where rubber hits the road. The first step to gettingteams up to speed on digital understanding and executionthrough a combination of training workshops and learninginitiatives

• For the planning team: How to ensure that digital is not a last mile

Incubation Integration Implementation

• For the planning team: How to ensure that digital is not a last mileexecution but an integral part of the whole brand building process.

• For account management: Build knowledge for better clientengagement. Also understand the intricacies of digital productionand digital media.

• For the Creative team: Lessons in how to transform and integratedbig brand ideas into the digital mix

• For Production & Traffic department : Training to augment theirskills in using various platforms and new processes

• For Top Management : Focus on change and adoption

www.theidmi.com

Incubation Integration Implementation

Tools & processesApart from the training and knowledge accelerationprogrammes – the need for tools and technologyplatforms might be required to develop a complete

The road to infusion

platforms might be required to develop a completecompetency.

Vendor engagementDigital production of projects just like other areas ofcommunication execution entail a raft of expertisethat is often outsourced – as part of the digitalinfusion process – technology partners areindentified and agreements put into place to createa complete package needed to develop and executejobs.

www.theidmi.com

Incubation Integration Implementation

Monitoring success• Digital Infusion focuses on both quick wins and long term achievements

monitoring shift and change is extremely important – for which various monitoringdashboards are created to ensure that progress at each step tracked and reported

Business development

The road to infusion

Business development• As part of the infusion process business development is a crucial part as it allows to

quantify the investment made in this transformation. The infusion team plays acritical role in indentifying immediate business opportunities both organic andexternal.

Mentoring• Post the infusion process regular contact with the teams is critical to keel them

up to date and enthused. Ongoing mentoring and guidance is continuousprocess

www.theidmi.com

Measuring and Monitoring Success

• An overall programme planner outlines each phase over the infusion process from start to finish. Measuring overall change linked to specific business outcomes that helps evaluate the overall effectiveness of the Digital Infusion process.

• To measure the effectiveness of each phase a programme dashboard with a 10 point rating scale monitors progress of each parameter. Change is monitored on a fortnightly basis and reports are customised on a case to case basis.

Infusion experts & advisory council

• Digital Infusion is delivered by a team of local and international digital evangelists and experts

• A team that brings extensive industry knowledge having worked with some of the largest global agencies – this experience helps understand the complexity of how the ad business is run. Where the bottle necks are and how to ensure a smooth transition.

Glen is founder of the IDMI.He has spent over 18 yearsin the area of marketingcommunications and comeswith a truly diverse &comprehensive repertoire ofexpertise. Read more….

Manish is Chief StrategyOfficer with Digitas India andhas worked at top agencies ina career spanning more than15 years – JWT, O&M, andBates etc handling clients likePepsi, Ford, Cadbury, BBC,etc. Read more…

Glen Ireland Manish Sinha

www.theidmi.com

Heather Albrecht Australia’s leading digitaltraining expert. With twelveyears experience in digitalcommunications plus fifteen inbrand and direct marketing,Heather has long been at theforefront of multi-channeldigital marketing strategy.Read more ….

How to engage us ?

• Digital Infusion is typically a long term agenda as it involves multiple levels of interaction and engagement across the organization. Whilst there are early wins – positive outcomes have a longer gestation period. • A minimum 12 – 16 week infusion programme is advised Ideally.• We also offer a 4 week infusion programme for only account management & creative teams

For a preliminary discussion on how digital infusion can help your organisation get Future Ready get in touch with Glen Ireland on 96544 51167 or email @

glenireland@theidmi.com

909, Sector 17 – B | Gurgaon – 122 001 | India |T : + 91 124 4058109 www.theidmi.com