Why You Should Hire Inventors...and How You Can Keep Them
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Remarkable products are the best ads, but inventing great products requires a new way of thinking in advertising — and a new breed of agency person. The inventors capable of making the products are hard to find, though, and sought after by startups and tech giants alike. How do you build the right team of inventors? How do you induct them into the world of advertising? And how do you create an invention culture that makes them want to stay? In this presentation given at Cannes Lions 2013, Deutsch LA CEO Mike Sheldon and CDO Winston Binch talk about the lessons we've learned—and are still learning.
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Why You Should Hire Inventors...and How You Can Keep Them
- 1. Hello,!
- 4. Why you! should hire Inventors…! and how you" keep them.!
- 5. The Internet is the ! CB radio of the ‘90s. ! " - Mike Sheldon, 1994!
- 6. Born in 1997" 490 people, 174 digital" Full-service ad and digital agency" “Agency of the Year” 10 Times"
- 9. You may! know us! from this! stuff."
- 11. Why! Invention?"
- 12. ! of American households! have DVRs.! 46%!
- 13. When.! Where.! How you want." Ad-Free."
- 17. Accept! pain.! "
- 18. Things break."
- 22. “They treat me like an execution monkey.”"
- 25. Who! are they?"
- 26. They come from! the Internet.!
- 28. You need them more than they need you."
- 29. How do! you make! it work?"
- 30. Start here."
- 31. Hire a! CDO."
- 32. Be a tech company." 42 Creative Technology TECH DIRECTORS, ARCHITECTS, DEVELOPERS, AND ANIMATORS 06 Digital Design SITE, MOBILE, AND APPLICATION DESIGN 10 Digital Studio FILE PREPARATION 02 Concept Production ASSET AND CREATIVE TRAFFICKING 07 Experience Design UX DESIGNERS AND INFORMATION ARCHITECTS 03 Invention DIGITAL PLATFORM CREATIVES 25 Digital Creative CONCEPTUAL CREATIVE AND WRITERS 28 Integrated Production, Digital PROJECT MANAGERS 24 Account Management CLIENT SERVICE 11 Digital Media Planning MEDIA BUYING AND PLANNING 08 Data Strategy/SEO IMPLEMENTATION AND ANALYSIS 06 Quality Assurance SITE AND APPLICATION TESTING Total: 174 02 Digital Strategy DIGITAL PLANNERS
- 34. Experiment ! on the edges."
- 37. Make it easier to buy."
- 40. Get into the! education biz."
- 42. 5% lift in FY13 sales " 1 in every 2 mentions! of the brand online is related to movies! Most talked about popcorn brand on! the Internet!
- 49. Buy cool! toys."
- 51. “Disrupt yourself before someone else comes along and does it.”"- Google!
- 53. Questions?"
- 54. Thank you."