Innovation In Advertising

Innovation in Advertising
31.05.13
(#adinnovation)

31.05.13 #adinnovation
Marketing vs Digital vs
Advertising Innovation

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.

A lot of most interesting work
coming from brands

.. 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

.. 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

.. who themselves are proving
to inspire innovation.

But what is innovation?

It is... not

It is not... creativity
“Creativity is thinking up new things.
Innovation is doing new things.”
Theodore Levitt, Professor,
Harvard Business School

It is... ideas that change
everything

It is... ideas that spawn ideas

“Innovation is finding new
and better ways to solve
problems and opening up
new opportunities”
My definition

The Agency Pillars of
Innovation?

Senior
Responsibility

The rise of the Innovation
Officer

... 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

Senior
Responsibility
R&D
Budget

... experimentation is
important

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

important
60% Proven
30% Proving
10% Testing new models

important
You can see further
from the frontier

Senior
Responsibility
R&D
Budget
Becoming Part
of the
Ecosystem

...as individuals

...as individuals
21/06/06 Early 2007 05/03/07
14/12/072007
01/04/08 08/10/09 21/02/11 Mar’12
Nov’11

...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

...launching Probes

...investing in Start-ups

...or building your own apps

Senior
Responsibility
R&D
Budget
Becoming Part
of the
Ecosystem
Creating time
for innovation

...ringfencing time
10%

...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'

Senior
Responsibility
R&D
Budget
Becoming Part
of the
Ecosystem
Creating time
for innovation
Expand your
network

...expanding the network

Senior
Responsibility
R&D
Budget
Becoming Part
of the
Ecosystem
Creating time
for innovation
Expand your
network
Set Clear KPIs
for innovation

... estalishing key KPIs is
essential
“Smart experiments that
make a difference”
Amelia Torode, Head of Innovation,
Chime

... 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

Senior
Responsibility
R&D
Budget
Becoming Part
of the
Ecosystem
Creating time
for innovation
Expand your
network
Set Clear KPIs
for innovation
The right
culture

...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

Tom Uglow, CD, Google’s Creative Lab
Innovation
Experimenta+on

+

Explora+on
Play Fun= = =
An alternative definition of
innovation

Are you having fun?

“Choose a job you love,
and you will never work a day in
your life”
Confucius
Have fun

Questions
Daniele Fiandaca
Head of Innovation
@yellif
daniele.fiandaca@cheil.com

Innovation In Advertising

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