Edward Boches Evolving Landscape | MDW August 2011

Welcome to making digital work

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Gareth KayDirector. Brand StrategyGoodby, Silverstein and Partners@garethk

Matt HowellGlobal Chief Digital OfficerArnold Worldwide@mrhowell

Edward BochesChief Innovation OfficerMullen@edwardboches

Sheena MatheikenFounder and Creative DirectorThe Uniform Project@matheiken

Tim MalbonFounding PartnerMade By Many @malbonster

Scott PrindleVP/Executive Creative Technology DirectorCP+B @prindlescott

Kim LaamaCreative Director AKQA@kimlaama

Daniel SteinCEOEVB@danielstein

Will McGinnessCreative DirectorVenables Bell and Partners@willmcginness

Ben MalbonDirector of StrategyGoogle Creative lab@malbonnington

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what will you get out of being here?

ideas

validation

ammunition

confidence

courage6

advertising creative director

I don’t have to learn any digital technology because I know that no matter what I think up

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oh yeah?

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not without knowing something about html5, google’s APIs and what you could do with them.

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could you think this up?

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not without knowing exactly how Twitter works, how to leverage influencers and how to stimulate conversation.

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not without being among the first people to use and embrace new technologies and

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could you think up this?

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not without realizing the value of connecting people to each other and acknowledging that personal data is the

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not without thinking like a software company and knowing how to leverage the

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Dexter ARGBand that crowdsources It gets better


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not without realizing that sometimes we don’t have to make anything; we have

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the work

v20

the making

v21

We are living through the disorientation that comes from including 2 billion new participants in a media landscape previously operated by

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We tend to over estimate the value of connecting people to brands and information while we greatly underestimate the

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consumers want to participate

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we have complex relationships with media

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we join forces to exert influence

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we want to do business with human brands

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community is our new source of content

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there is no such thing as perfect

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we have a new definition of quality

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we have a new definition of quality

attention is the new scarcity

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what’s next

content is getting easier to generate and share

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what’s next


the stream is moving beyond realtime

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what’s next



individuals can filter more than ever

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what’s next




C2C rivals B2C

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what’s next




C2C rivals B2C

influence gets more influential

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from likes to circles

Suburban Moms

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Hispanic Moms

297

Gay Urbanites

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Empty Nesters

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Roommates

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Don’t know how

to cook

281

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support

loyalty

advocacy

awareness

considerationintent

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SEARCH

LEARNPL

AY

TRAN

SACT

ENTERTAIN

CONNECT

Earn TrueBlue points every 2me you

check in at JetBlue

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SEARCH

LEARNPL

AY

TRAN

SACT

ENTERTAIN

CONNECT41

entertainment

awarenessbuzzattentioncultural impactscale

websitespresence engineeringsocialmobileaccessibleowned content

loyaltybarriers to exitadded valuecompetitive advantagecommunity

information utility

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useful

shortterm

longterm

entertaining43

apps

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iAds

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social

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microsites

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facebook apps

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live events

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gaming dynamics

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shopping

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emerging platforms

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what they all have in common

experiences invite

participationdefined by user

sharing is essentialleverage

community54

what has to

audiencemessages

targetmedia plan

penetrate

communityutilityinviteinterest plancollaborate

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what has to

user experience and engagement are the new art and copy

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I've worked for some of the best creative shops in north america, and the biggest issues regarding digital integration that I've run into are: idea recognition and experience design. Many creative-lead shops have established methodologies for coming up with great ideas, and have senior creative directors who might not have the experience to understand/ recognize good digital ideas. (That said, it often doesn't stop the creative-lead shop at coming up with original ideas that work within the digital space.)

If traditional agencies want to be the future of digital, I think they need to invest in experience design & experience strategy. Learning how to do this, and effectively integrating those UX evangelists throughout the agency will ultimately determinethose agencies that move the industry forward.

“ “Jordan Julien

Digital & social strategy consultant & UX Architect for BMW, Coke, Telus, Dove, Canadian Tire, AT&T, Microsoft, Cineplex,

VISA, Toyota, GE, P&G

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what has to from:

who is our target?

what is our insight?

what is our message?

where do we reach them?

how do we measure success?

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what has to to:

who is our community?

where do they hang out?

what value can we add?

what should our content be?

how will people get involved?

what platforms, tech, APIs should we use?

what will make it ongoing?

how will we measure success?59

what has to

interactiveshareable

participatoryongoing

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what has to

CWAD

CWADSocialMobile

DesignUXTechMobile

CWDesignUXSocial

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CWAD

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DesignUXTechMobile

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“We designed the print ad around the functionality of mobile.”

Account Director, Mullen

and former Making

Kay Pancheri

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what has to

content strategist

copywriter

art director

web designer

IA/UX

programmer

video producer

connection planner

PR/social media

media

analytics

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what has to

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what has to

pressure from the top

buy-in from everyone

commitment of resources

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where do you

new sources of contentactively use social media

learn what you can do with an api

partner with someone different

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expect mistakeshow 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 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 staffedcontinued 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)

how we deliveredcollapsed 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 delayed integrating digital media, creative, Technical Support – neglected to invest in collaborative technology, depending too much on IT instead of developers how we rewardedassumed 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

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always be in beta

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#mdwboulder

[email protected]

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mailto:[email protected]

mailto:[email protected]

thank you

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Edward Boches Evolving Landscape | MDW August 2011

Technology

Transcript of Edward Boches Evolving Landscape | MDW August 2011