Adam Bekassy

Orchestration,
Not Integration
Engagement in an “Always-On” World

CHANGING WORLD,
CHANGING CAMPAIGNS
SOCIAL CREATIVITY
THE AGENCY OF THE FUTURE
OUR BESPOKEN
INNOVATION TEAM
OUTCOME

Social and Digital
CHANGE

The world is no longer linear,
so communication should be
no longer linear either.
360 degrees 365 days

Social Change
Old models of organizations are breaking up.
Identity and belonging is defined by how we
connect with the world around us.
Trust networks challenge outmoded models
of organization & control.

Ubiquity

Well first youʼve got to
understand that peopleʼs
lives donʼt revolve around
your brand, they revolve
around life.

Democratization
“My biggest competitor today is a person with an idea”
/anomaly.com/ .

Content creation

It’s not enough to create stories
for people.
We should create stories
with people.
We have to work harder to be part
of their lives.

Four models of campaign construction
No obvious integration
Advertising-led integration
Brand-led orchestration
Participation-led orchestration

Paradigm shift in approach
to constructing campaigns
-
-

Agency of the future

How can we still matter?
What business are we in?

Our role is to
orchestrate, so
everything conveys to
the same message and
initiate similar
conversations.

Orchestration starting points
We need to leave our egoʼs and commercial targets at
the door.
We need to offer media neutral insight.
Client needs to rethink their department structures.
Clients should not split up budgets according to
specialism silos.

Stop communicating products, start
making communication products!
/Gareth Kay/

OUR PROCESS, AS WE USED TO

AGILE, DATA DRIVEN PROCESS

MINIMUM VIABLE PRODUCT

WE SHOULD USE MIXED TEAMS
UX Social
CW AD
Tech Mobile
Data analyst

We are still looking for
BIG IDEAS.
We are still looking for
MAGIC.
We still love these
MOMENTS...

...but as we analyzed the
most innovative ideas we
found great similarities.

The Power of the Emotional Brain
Emotional Brain Rational Brain
95% 5%

Emotion Leads to Action
Think Feel Do
RATIONAL MIND FALLACY

Emotion Leads to Action
Feel Do Think
EMOTIONAL MIND FALLACY

Emotion Wins Even In
Rational Categories
Emotional Combined Rational
CAMPAIGN STRATEGY

Social Creativity
PASS ON
PLAY / PASS ON
PARTICIPATE

A bigger playground for creativity.
With more toys and more freedom.

Our Innovation Team
A uniquely designed senior advisory group which acts as
an innovation catalyst to our clients.
Combines international brand strategy knowledge,
digital competence and creative excellence.
Our method includes a series of interviews, behavior
research, field visits and it involves the senior client team,
existing client partners and specialized experts.

+

End thought
We have to become a constantly learning, open
organization through cooperation.
We want our clients to have better understanding of
the paradigm shift in the world of communication, in order
to help them adapt and eventually grab leadership.

Thank you!
We have to become a constantly learning, open
organization through cooperation.
Gábor Szántó
We want our clients to have better understanding of
Head Of Innovation Team // DDB Budapest
the paradigm shift in the world of communication, in order
gabor.szanto@ddb.hu
to help them adapt and eventually grab leadership.
twitter.com/sithlords