in transformative markets, incumbents rarely survive
DESCRIPTION
Presentation I made at recent Planningness conference in Brooklyn about how Mullen has worked to transform form an advertising agency to an advertising agency that gets and practices digital.TRANSCRIPT
Wednesday, October 13, 2010
If you want to survive in the advertising business today, you can’t stay stuck in the past. Constant evolution, learning, skill development is key, for both the individual and the company.
In transformative markets,
incumbents rarely survive
edwardboches.com
@edwardboches
mullen.com
Wednesday, October 13, 2010
Or...
Oh shit, you mean we have
to re-invent ourselves?
Wednesday, October 13, 2010
We are living through the disorientation that
comes from including 2 billion new participants
in a media landscape previously operated by a
small group of professionals.
Wednesday, October 13, 2010
Clay Shirky sums it up best. It’s less about social media, or technology, or the web. What matters more than anything as we think about the services we offer and the definition of creativity and engagement are consumers and how they’ve changed. It’s no longer us and them. It’s the age of we.
mediaWednesday, October 13, 2010
Once upon a time..
Wednesday, October 13, 2010
We made messages and shouted them out.
Wednesday, October 13, 2010
We bought attention
Wednesday, October 13, 2010
We distinguished ourselves and stood out with creativity, the old definition of creativity.
mediaWednesday, October 13, 2010
New media came along in the early 90s
mediaNEW
Wednesday, October 13, 2010
New media came along in the early 90s
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Body Copy
Wednesday, October 13, 2010
We mastered the art and science of building websites and creating destinations
Wednesday, October 13, 2010
We learned how to BE found instead of how TO find
Wednesday, October 13, 2010
UX became the new creativity
mediasocial
Wednesday, October 13, 2010
Next came social media. Who needs brands or marketers or pros. We’re all connected to each other, not to the brand.
Wednesday, October 13, 2010
We rushed out and read Here Comes Everybody. Or The Groundswell. Or we should have.
Wednesday, October 13, 2010
We learned to market through conversation, not shouting.
Wednesday, October 13, 2010
And it was no longer about getting people to listen to us, rather it was about getting to join us or like us.
mediaWednesday, October 13, 2010
But now we move to the next stage. ME dia. You are the center of the universe.
Wednesday, October 13, 2010
It’s our job to find you.
Wednesday, October 13, 2010
So we make apps that you can choose to download
Wednesday, October 13, 2010
We allow you to choose whether or not we enter your life in a more contextual way.
Wednesday, October 13, 2010
Made in 2002. Set in 2054. Already coming true.
How do we influence or motivate
prospects and customers?
Wednesday, October 13, 2010
Yet we are still in the business of influencing
Wednesday, October 13, 2010
There’s much we, as marketers, are supposed to know. Which screen are you on?
shopping watching connecting sharing creating responding interested
Wednesday, October 13, 2010
What mode are you in? Can’t build an eco system or develop content without knowing.
shopping watching connecting sharing creating responding interested
Wednesday, October 13, 2010
shopping watching connecting sharing creating responding interested
Wednesday, October 13, 2010
shopping watching connecting sharing creating responding interested
Wednesday, October 13, 2010
shopping watching connecting sharing creating responding interested
Wednesday, October 13, 2010
shopping watching connecting sharing creating responding interested
Wednesday, October 13, 2010
shopping watching connecting sharing creating responding interested
Wednesday, October 13, 2010
branding
Wednesday, October 13, 2010
We’re supposed to know how to brand, create content, build platforms like Garmin, that become part of your daily life.
contentbranding
Wednesday, October 13, 2010
We’re supposed to know how to brand, create content, build platforms like Garmin, that become part of your daily life.
contentbranding platform
Wednesday, October 13, 2010
We’re supposed to know how to brand, create content, build platforms like Garmin, that become part of your daily life.
crowdsourcing
Wednesday, October 13, 2010
There are new tactics to master. An agency needs the people and know how (along with the judgment) to apply them all.
crowdsourcing geo-targeting
Wednesday, October 13, 2010
There are new tactics to master. An agency needs the people and know how (along with the judgment) to apply them all.
crowdsourcing geo-targeting gaming dynamics
Wednesday, October 13, 2010
There are new tactics to master. An agency needs the people and know how (along with the judgment) to apply them all.
crowdsourcing geo-targeting gaming dynamics
transmedia
Wednesday, October 13, 2010
There are new tactics to master. An agency needs the people and know how (along with the judgment) to apply them all.
Gary Shteyngart, inventor of the Apparat.. ..
Wednesday, October 13, 2010
And finally, there is new technology invented daily. The importance of staying current has never been so acute. (Fun book, Super Sad True Love Story)
meanwhile
Wednesday, October 13, 2010
Wednesday, October 13, 2010
What did agencies in their infinite wisdom do?
Wednesday, October 13, 2010
Specialization
Wednesday, October 13, 2010
Claim they work together
Wednesday, October 13, 2010
But clients will tell you they don’t. See Forrester’s research on the frustration clients have with this system.
Wednesday, October 13, 2010
More than ever all of this stuff has to work together. Consumers don’t distinguish from one to another, they simply interact with brands and content.
Wednesday, October 13, 2010
Antidotes to what’s wrong: fat, expensive, slow not creative enough; unable to get the different components to all work together.
Wednesday, October 13, 2010
It’s not either or. All of this stuff is still necessary and essential to a marketing plan. TV, advertising, UX, conversation, mobile, geo, ME ME ME marketing.
Wednesday, October 13, 2010
Yet some agencies focus on just one.
Wednesday, October 13, 2010
or two.
Wednesday, October 13, 2010
or what’s new.
Three different ways to hold onto what is. But
that’s a strategy for extinction.
Wednesday, October 13, 2010
Good luck with that.
Wednesday, October 13, 2010
We should get our inspiration from outside our direct industry.
current
current
clients
services
Wednesday, October 13, 2010
Here’s the dilemma. You can maintain business.
current
current
new
current
clients
services
Wednesday, October 13, 2010
Expand (hard due to all the competition.)
current
current
new
current
current
new
clients
services
Wednesday, October 13, 2010
Adapt and sell new services to current clients. Hard as they didn’t come to you for that.
current
current
new
current
new
new
current
new
clients
services
Wednesday, October 13, 2010
Or innovate. Challenging and requires culture and commitment.
different people
different processes
different briefs
different teams
different mindset
Wednesday, October 13, 2010
The ingredients to innovate.
this is hard
Wednesday, October 13, 2010
Understatement of year.
madmen cast
let’s make cool messages
Wednesday, October 13, 2010
Hardest is evolving from traditional
microsoft cast
let’s build something of value
Wednesday, October 13, 2010
to digital (Thanks Scott Prindle for this visual idea.)
who the fuck’s in charge here anyway?
Wednesday, October 13, 2010
And here’s where you often end up.
four things we’ve learned
Wednesday, October 13, 2010
We, Mullen, have been trying and making progress, for a few years now.
can’t change behavior by changing thinking
have to change thinking by changing behavior
1 2 3 4
Wednesday, October 13, 2010
Some things we learned.
Wednesday, October 13, 2010
Instruction manuals don’t work. Behavior and trying things work.
A story needs to be repeated many times
before someone understands how it relates to
them, and many more times again before they
change their behavior.
Wednesday, October 13, 2010
Along with repetition.
talent alone isn’t enough
1 2 3 4
Wednesday, October 13, 2010
People (without process and culture and a respect for different perspectives) ain’t enough.
Wednesday, October 13, 2010
We had lots of nerds.
Digital Delivery
Executive Producer
Sr. Producer
Producer
Associate Producer
Digital Creative
Chief Creative Director
Group Creative Director:
Lead Information Architect
Senior Information Architect
Senior Art Director
Senior Copywriter
Art Director
Copywriter
Information Architect
Associate Copywriter
Associate Art Director
Associate Information Architect
Production
Digital Studio Manager
Lead Flash Developer
Senior Flash Developer
Flash Developer
Junior Flash Developer
Production Designer
Junior Production Designer
Technology/Development
Technology Director
Technical Lead
Software Engineer/Database Architect
Senior Web Developer
Web Developer
Associate Web Developer
Wednesday, October 13, 2010
In lots of positions.
Wednesday, October 13, 2010
Tech on left. Ad CD on right. Left knows stuff right needs to know but doesn’t realize it. Right needs stuff left knows but doesn’t know left knows it. How to bring together.
Wednesday, October 13, 2010
Read The Checklist Manifesto. By Atul Gawande. Great surgeon. Great writer. Majority of surgery mishaps (wrong leg, suchers left in body) because team doesn’t know each other, never worked with each other, isn’t comfortable speaking up, defers to much to the CD-God-Surgeon. Introductions at start of surgery reduce accidents by 35 percent.
everything is connected to everything else
1 2 3 4
Wednesday, October 13, 2010
DIGITAL PRODUCTION/TECHNOLOGY CHRISTIAN 1,800f 100%f
Wednesday, October 13, 2010
Tech’s not in the room, because there aren’t enough of him, because understaffed, because not in staffing plan because client and or account service thinks its part of production rather than creative. Follow the problem to the source.
expect a lot of mistakes
1 2 3 4
Wednesday, October 13, 2010
how we delivered - collapsed all project management
into one group, allowing key online pm to leave -
assumed a “brand” creative brief was enough
despite lack of details to do effective digital work -
allowed traditional creative teams to present ideas
before including UX and technology - failed to unite
different groups physically l delayed integrating
digital media, creative, Technical Support -
neglected to invest in collaborative technology,
depending too much on IT instead of developers
how we rewarded - assumed digital people would put
learning on hold while they spent time cleaning up
after offline colleagues - under invested in training
(formal and informal) - didn’t mandate digital skill
expansion as part of performance evaluation for all
how we scoped - refused to acknowledge true costs
of digital - gave team leftover money squeezed from
offline budgets - failed to train clients on actual
value - brought message rather than experience
mentality to the space - gave digital work away to
“get” the business - perpetuated the diminished
worth of digital
how we sold - encouraging offline ae’s to think and
sell digital with no training or supervision -
neglected to put digital-savvy person in new
business role - arrogant enough to think we knew
what we were talking about
how we staffed - continued to hire legacy talent l
focused on usage rather than future when
downsizing - assumed traditional talent could lead
digital efforts - believed project management could
compensate for digitally naïve account people -
defined integration as offline people could try
digital (but not the other way around)
Wednesday, October 13, 2010
Other mistakes you might make.
10 things we did right
Wednesday, October 13, 2010
But, things that work.
declare your vision
1 2 3 4 5 6 7 8 9 10
Wednesday, October 13, 2010
From the top. Declare your change.
Wednesday, October 13, 2010
Ours started with a word
Wednesday, October 13, 2010
take action
1 2 3 4 5 6 7 8 9 10
Wednesday, October 13, 2010
Wednesday, October 13, 2010
We also took dramatic action, moving from the woods of Wenham after 38 years to downtown Boston.
1 2 3 4 5 6 7 8 9 10
create collisions
Wednesday, October 13, 2010
Wednesday, October 13, 2010
Steven Johnson tells you and us that innovation comes from collisions. We knew that already and created an environment and location of people that forced collisions. Tech, UX, mobile and social strategy in the middle of the creative department.
1 2 3 4 5 6 7 8 9 10
connect people
Wednesday, October 13, 2010
Wednesday, October 13, 2010
Play leads to friendship leads to trust leads to risk taking. Risk taking is essential to innovation.
1 2 3 4 5 6 7 8 9 10
do it to get it
Wednesday, October 13, 2010
Wednesday, October 13, 2010
Two years ago, almost, before any of the ad agencies were there, we got everyone onto and into Twitter and social.
Wednesday, October 13, 2010
And we created experiences that let people unfamiliar with new spaces start to get it.
1 2 3 4 5 6 7 8 9 10
change the brief
Wednesday, October 13, 2010
audience
messages
target
media plan
penetrate
community
experiences
invite
interest plan
collaborate
Wednesday, October 13, 2010
Old way of seeing world on left. New way on right.
what do we stand for?
who is our community?
where do they hang out?
what is our content?
how will people share it?
how can they get involved?
what will make it ongoing?
what do we want to get out of our efforts?
Wednesday, October 13, 2010
Ask new questions. Still working on this. Thank you Gareth Kay for some of this thinking.
interactive
shareable
participatory
ongoing
Wednesday, October 13, 2010
We want everything to be this: these are filters we use to evaluate the work.
Wednesday, October 13, 2010
We’ve experimented with digital briefs to remind people that the brand is in the dialog at every moment.
1 2 3 4 5 6 7 8 9 10
think ecosystem
Wednesday, October 13, 2010
Wednesday, October 13, 2010
SEARCH
LEARNPL
AY
TRAN
SACT
JOIN
CONNECTWednesday, October 13, 2010
Consumers come to a brand for a lot of reasons in a lot of ways. Be there with the right stuff and think about what kind of content or experience you need to create in each of those places.
1 2 3 4 5 6 7 8 9 10
change the team
Wednesday, October 13, 2010
Wednesday, October 13, 2010
Hire different people: GenY content creators, bloggers, social strategists, mobile experts.
Wednesday, October 13, 2010
Mobile especially.
CWAD
Wednesday, October 13, 2010
Change the team. Depending on the assignment, but change the team.
CWAD
CWDesignUXSocial
Wednesday, October 13, 2010
Change the team. Depending on the assignment, but change the team.
CWAD
CWDesignUXSocial
CWADSocialMobile
Wednesday, October 13, 2010
Change the team. Depending on the assignment, but change the team.
CWAD
CWDesignUXSocial
CWADSocialMobile
DesignUXTechMobile
Wednesday, October 13, 2010
Change the team. Depending on the assignment, but change the team.
1
6
Wednesday, October 13, 2010
Hard but necessary. CW and AD need just one agreement. A bigger team needs more agreements. Takes a certain kind of person and a certain kind of CD.
1 2 3 4 5 6 7 8 9 10
elevate media to creative status
Wednesday, October 13, 2010
Wednesday, October 13, 2010
Media is the new creative department. How can you possibly have a separate agency.
1 2 3 4 5 6 7 8 9 10
define the job differently
Wednesday, October 13, 2010
Create an experience that encourages
reducing energy consumption
Wednesday, October 13, 2010
Don’t ask for an ad. Ask for an experience.
national grid polar bear
Wednesday, October 13, 2010
Get a cool site and platform.
launch a product using the
platforms where it’s most relevant
Wednesday, October 13, 2010
Use social media as an engagement and creative environment.
Wednesday, October 13, 2010
It has its own vernacular and tactics.
invite the public to join in making
donations to Feeding America
Wednesday, October 13, 2010
Don’t write a check and a press release.
Wednesday, October 13, 2010
Get your consumer to create artwork, donate money on their behalf. It spreads all over the web. And beyond. Project Bread Art landed us on GMA with Dianne Sawyer.
do something that mirrors the
product position
Wednesday, October 13, 2010
Wednesday, October 13, 2010
Your product is not your product in mobile and social. Content is your product. Here our product was a site that helped contruction workers find jobs, courtesty of Timberland Pro boot, whose tagline is stay on your feet.
let people play with the product
Wednesday, October 13, 2010
Wednesday, October 13, 2010
Augmented reality can be good and actually useful. Not a gimmick.
1 2 3 4 5 6 7 8 9 10
continuous experimentation
Wednesday, October 13, 2010
Wednesday, October 13, 2010
Make stuff.
Wednesday, October 13, 2010
Try stuff.
Wednesday, October 13, 2010
Play with stuff.
so, does it work?
Wednesday, October 13, 2010
‣ Prevailed in Jet Blue and Zappos
‣ Built a robust social media business
‣ Won digital assignments from
Olympus, Timberland, Martha Stewart
‣ Grew our iPhone app business
‣ Launched a mobile practice
Wednesday, October 13, 2010
It works.
“Throughout the pitch process, you couldn't really tell in the room who
was creative, who was digital, who was media, who was planning —
everyone was equally adept at talking about all disciplines.”
Marty St. Georgesenior vp, marketing and commercial
…as told to Ad Age, July 2010
Wednesday, October 13, 2010
Testimony
Wednesday, October 13, 2010
Tweenbot. My interpretation. Accomplish great things if you break them into small tasks. Give psychic reward. Trust the crowd. Don’t be afraid to ask. Smile. Or at least be passionate.
Wednesday, October 13, 2010
Progress.
• develop launch plan for either The Social Network or SCVNGR
• write a modern, digital/social brief
• include role of consumer participant
• determine make-up of the team CW/AD/SM/M/UX/D to work on it
• set criteria for what constitutes creative success
WORKSHOP A: LAUNCH ____________
Wednesday, October 13, 2010
• define its proposition and the problem it solves (why will clients hire you)
• how does it work: standalone, alliances, embedded, other
• what kind of people do you hire
• what do you make
• set criteria for what constitutes creative success
WORKSHOP B: INVENT THE NEW AGENCY
Wednesday, October 13, 2010
WORKSHOP C
• honest assessment of who you are
• clear definition of what you want to be, do different
• key challenges obstacles to getting there
• five specific steps to make progress and achieve
WORKSHOP D
• create a skunkworks inside your agency (alternative, or model to replace what you have)
• define mission and purpose
• service and offerings
• staffing
• marketing
Wednesday, October 13, 2010
WORKSHOP A
• honest assessment of who you are
• clear definition of what you want to be, do different
• key challenges obstacles to getting there
• five specific steps to make progress and achieve
WORKSHOP B
• create a skunkworks inside your agency (alternative, or model to replace what you have)
• define mission and purpose
• service and offerings
• staffing
• marketing
Wednesday, October 13, 2010
Wednesday, October 13, 2010
Wednesday, October 13, 2010