orchestration, not integration - engagement in an “always-on” world
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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 partof their lives.
Four models of campaign construction
No obvious integration
Advertising-led integration
Brand-led orchestration
Participation-led orchestration
Paradigm shift in approachto constructing campaigns
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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.
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.
Orchestration starting points
Stop communicating products, start making communication products!
/Gareth Kay/
OUR PROCESS, AS WE USED TO
AGILE, DATA DRIVEN PROCESS
MINIMUM VIABLE PRODUCT
CW AD
UX Social
Tech Mobile
Data analyst
WE SHOULD USE MIXED TEAMS
We are still looking for BIG IDEAS.
We are still looking for MAGIC.
We still love theseMOMENTS...
...but as we analyzed the most innovative ideas we found great similarities.
The Power of the Emotional Brain
95% 5%Emotional Brain Rational Brain
Emotion Leads to Action
RATIONAL MIND FALLACY
Think Feel Do
Emotion Leads to Action
EMOTIONAL MIND FALLACY
ThinkFeel Do
Emotion Wins Even In Rational Categories
CAMPAIGN STRATEGY
Emotional Combined Rational
Social Creativity
PLAY / PASS ON
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.
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End thought
We have to become a constantly learning, openorganization 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, openorganization 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.
Gábor SzántóHead Of Innovation Team // DDB Budapest [email protected]/sithlords