MDW Boulder April '11 | Daniel Stein_New Models, Alliances, Culture

4.27.11 // MAKING DIGITAL WORK: New Models, Alliances & Culture

Friday, April 29, 2011

03.04.10 // ORBIT // ORBIT BOULDER DIGITAL CAMPAIGN4.27.11 // EVOLUTION BUREAU - MAKING DIGITAL WORK

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BLOWN SIDEWAYS THROUGH THE 90s



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PR




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PR

TECHNOLOGY




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PR

TECHNOLOGY

ADVERTISING




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PR

TECHNOLOGY

ADVERTISING

ENTERTAINMENT




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STAGNA-PHOBE



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FORMULA FOR THE TRADITIONALAVOIDING COMPLACENCY



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STRUCTURE + PROCESS + REVENUE = SUCCESS




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SUCCESS -> COMPLACENCY



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SUCCESS -> COMPLACENCY

COMPLACENCY * TIME = TRADITIONAL



EVB LEADERSHIP

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Daniel Stein, Founder & CEOSaatchi & Saatchi, Anderson & Lembke (McCann Erickson)

Stephen Goldblatt, Partner & ECDDDB, Butler Shine and Stern, Goodby-SIlverstein & Partners

Craig Batzofin, Executive ProducerDeutsch, Tequila, Droga5

Cary Savas, Director of Account ServiceFoot Cone & Belding, Goodby-Silverstein & Partners

James Gassel, New BusinessChiat Day, Hal Riney & Partners

Aaron McGuire, Technical DirectorCrispin, Porter + Bogusky

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TRADITIONAL = TV, PRINT & OUTDOOR



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DOING THINGS THE WAY THEY HAVE ALWAYS BEEN DONE, WITHOUT THINKING, IS THE

DEFINITION OF TRADITIONAL.



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DEFINING INNOVATIONCREATIVE VS. INNOVATIVE

EFFECTIVE



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EFFECTIVE

GOOD MARKETING



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DISRUPTIVEUNEXPECTEDEMOTIVE

EFFECTIVE

GOOD MARKETING



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EFFECTIVE

GOOD CREATIVEGOOD MARKETING



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ENGAGING

INTERACTIVE

EXPERIENTIAL

EFFECTIVE

GOOD CREATIVEGOOD MARKETING



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ENGAGING

INTERACTIVE

EXPERIENTIAL

EFFECTIVE

GOOD CREATIVE GOOD DIGITALGOOD MARKETING



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ENGAGING

INTERACTIVE

EXPERIENTIAL

EFFECTIVE

PARTICIPATORY

DISTRIBUTABLE

PORTABLE

CURRENCY

BUZZ-WORTHY

GOOD CREATIVE GOOD DIGITALGOOD MARKETING



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ENGAGING

INTERACTIVE

EXPERIENTIAL

EFFECTIVE

PARTICIPATORY

DISTRIBUTABLE

PORTABLE

CURRENCY

BUZZ-WORTHY

GOOD CREATIVE GOOD DIGITAL GOOD SOCIALGOOD MARKETING



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ENGAGING

INTERACTIVE

EXPERIENTIAL

EFFECTIVE

PARTICIPATORY

DISTRIBUTABLE

PORTABLE

CURRENCY

BUZZ-WORTHY

INVENTIVE

USEFUL

NEWSWORTHY

PUSHES BOUNDARIES

MODEL-CHANGING

GROUND-BREAKING

POLARIZING

GOOD CREATIVE GOOD DIGITAL GOOD SOCIALGOOD MARKETING



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ENGAGING

INTERACTIVE

EXPERIENTIAL

EFFECTIVE

PARTICIPATORY

DISTRIBUTABLE

PORTABLE

CURRENCY

BUZZ-WORTHY

INVENTIVE

USEFUL

NEWSWORTHY

PUSHES BOUNDARIES

MODEL-CHANGING

GROUND-BREAKING

POLARIZING

GOOD CREATIVE GOOD DIGITAL GOOD SOCIAL INNOVATIONGOOD MARKETING



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INNOVATIVE WORK

GREAT DIGITAL WORK



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INNOVATIVE WORK

GREAT DIGITAL WORK

CULTURE FOR INNOVATION



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INNOVATIVE WORK

STRUCTURE

GREAT DIGITAL WORK




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INNOVATIVE WORK

CLIENTS

STRUCTURE

GREAT DIGITAL WORK




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INNOVATIVE WORK

CLIENTS

STRUCTURE PEOPLE

GREAT DIGITAL WORK




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BUILDING A CULTURE FOR INNOVATION



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CLIENTS



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CHOOSING WHO YOU WORK WITHUNLIKELY SOURCE OF LEARNING AND INSPIRATION



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• CHOOSE CLIENTS THAT WANT WHAT YOU INNOVATIVE WORK.




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• DO YOU HAVE A SHARED VISION OF SUCCESS?




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• CAN YOU LEARN SOMETHING FROM THE CLIENT?




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• CAN YOU GAIN INSPIRATION FROM THE CLIENT?




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• DO THEY WORK AS HARD AS YOU DO?




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• DO THEY WORK AS HARD AS YOU DO?

• CAN YOU MAKE MONEY?




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WILL THE CLIENT INHIBIT OR ENHANCE

YOUR BRAND?



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EVB’s CURRENT ROSTER



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CLIENT INSPIRATIONSHARING VALUES AND PHILOSOPHY



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“MOVE AT THE SPEED OF THE CONSUMER. NO FASTER. NO SLOWER”FACEBOOK MANTRA



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“WEAVE OUR BRANDS INTO THE FABRIC OF EVERYDAY LIFE.”WRIGLEY MANTRA





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“RESPECT PEOPLE’S TIME.”GOOGLE MANTRA





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“MAKING THE WEB A BETTER PLACE.”FIREFOX MANTRA





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“OUR GOAL IS TO MAKE HISTORY.”ZYNGA MANTRA




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“WE ARE 1% COMPLETE.”FACEBOOK MANTRA



“OUR GOAL IS TO MAKE HISTORY.”ZYNGA MANTRA




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PEOPLE



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PEOPLESTAFFING FOR INNOVATION



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• DON’T HIRE CREATIVES. HIRE ENTREPRENEURS WHO CAN WRITE

AND DESIGN




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AND DESIGN

• YOUTH VS. EXPERIENCE.




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AND DESIGN


VALUE THOSE WHO’VE GROWN UP DIGITAL




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AND DESIGN



• LIVE THE MEDIA.




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AND DESIGN



• LIVE THE MEDIA.

BIG BELIEVER THAT THE BEST INSIGHTS AND IDEAS COME

FROM PEOPLE WITH AN INNATE UNDERSTANDING OF THE

ECOSYSTEM




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AND DESIGN



• LIVE THE MEDIA.



ECOSYSTEM

• EMBRACING UNCERTAINTY




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AND DESIGN



• LIVE THE MEDIA.



ECOSYSTEM

• EMBRACING UNCERTAINTY

• MULTI-DISCIPLINARY




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• EMBRACE CHANGE




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• EMBRACE CHANGE

PASSION FOR EVOLVING




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• EMBRACE CHANGE


• RESOURCEFUL




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• EMBRACE CHANGE


• RESOURCEFUL

CAN DO ANYTHING. WILLING TO EMBRACE ANY CHALLENGE




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• EMBRACE CHANGE


• RESOURCEFUL


• THE “INTEGRATION TEST”




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• EMBRACE CHANGE


• RESOURCEFUL



HIRE PEOPLE THAT DON’T KNOW WHAT THE WORD

INTEGRATION MEANS




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• EMBRACE CHANGE


• RESOURCEFUL




INTEGRATION MEANS

• UNREALISTICALLY OPTIMISTIC




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• EMBRACE CHANGE


• RESOURCEFUL




INTEGRATION MEANS


PESSIMISM KILLS CULTURE




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• EMBRACE CHANGE


• RESOURCEFUL




INTEGRATION MEANS



• FEARLESS




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• EMBRACE CHANGE


• RESOURCEFUL




INTEGRATION MEANS



• FEARLESS

NOT AFRAID OF ANY CHALLENGE




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STRUCTURE



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NIMBLE & LEAN



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CHAOTIC & CHEAP



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STRUCTUREAVOID STRUCTURE



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• RECOGNIZE AND REWARD INNOVATIVE DISSENSION




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• RETHINK TEAMS




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• RETHINK TEAMS



ECOSYSTEM




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• RETHINK TEAMS



ECOSYSTEM

• BALANCE IDEA DEMOCRATIZATION WITH IDEA OWNERSHIP.




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• RETHINK TEAMS



ECOSYSTEM


EVERYONE CAN CONTRIBUTE, BUT SOMEONE HAS TO DELIVER




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• RETHINK TEAMS



ECOSYSTEM


EVERYONE CAN CONTRIBUTE, BUT SOMEONE HAS TO DELIVER

• RECOGNIZING A BIG IDEA, EVEN IF IT’S A SMALL IDEA




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STRUCTURENEVER GET TOO COMFORTABLE



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• EXPERIMENT WITH SEATING




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• IF IT’S EASY, YOU ARE PROBABLY NOT DOING IT RIGHT




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• AVOID UNNECESSARY STRUCTURE




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• KEEP TEAMS SMALL




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• EVERYONE IS CAPABLE OF THINKING CREATIVELY




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• EVERYONE IS CAPABLE OF THINKING CREATIVELY

• MARRYING TRADITIONAL/DIGITAL




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COLLABORATION & ALLIANCES



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THE SHARING ECONOMY



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• MOST DIGITAL AGENCIES GREW UP AS PRODUCTION COMPANIES

THE SHARING ECONOMY



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COLLABORATION WAS NECESSARY

THE SHARING ECONOMY



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• THEY UNDERSTAND SOFTWARE DEVELOPMENT AND OPEN-

SOURCE MODEL

THE SHARING ECONOMY



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SOURCE MODEL

• EMBRACE THE SHARING ECONOMY

THE SHARING ECONOMY



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SOURCE MODEL


• NOT BRIDLED BY THE “LEGACY OF SECRECY”

THE SHARING ECONOMY



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SOURCE MODEL


• NOT BRIDLED BY THE “LEGACY OF SECRECY”

• EXTREMELY COUNTER-INTUITIVE TO THE ADVERTISING

INDUSTRY

THE SHARING ECONOMY



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Text

ADVERTISING

PR

PROMOTIONS

PRODUCTIONCOMPANIES

THE SOCIAL, DIGITAL, CONTENT, MOBILE,CROWD-SOURCINGMARKETING AGENCY

OF THE FUTURE.

ENTERTAINMENTCOMPANIES

MEDIA COMPANIES

EVENTMARKETING

CLIENTS

CHANGING AGENCY ECOSYSTEM



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EVERYONE IS A POTENTIAL COMPETITOR AND/OR PARTNER.



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NEW CLIENT/AGENCY MODELS



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• CLIENT AGENCY MODELS ARE SHIFTING




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• PROCURE INVOLVEMENT




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• CLIENTS DON’T WANT TO COMMIT LONG-TERM




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• CLIENTS DON’T WANT TO PAY FOR IDEAS




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• LOTS OF PROJECT WORK




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• LOTS OF PROJECT WORK

• MULTIPLE AGENCY RELATIONSHIPS




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WORKS BEST WHEN THE AGENCIES HAVE A BETTER

RELATIONSHIP WITH EACH OTHER THAN THEY DO WITH THE

CLIENT.

MULTI-AGENCY RELATIONSHIPS



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ADVANTAGES OF SHARING



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• BETTER WORK




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• BETTER WORK

• LESS COMPLACENCY




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• BETTER WORK


• STRIVE TO INNOVATE AND EVOLVE




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• BETTER WORK



• VISIBILITY




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• BETTER WORK



• VISIBILITY

• KEEPS CLIENTS HONEST




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• BETTER WORK



• VISIBILITY

• KEEPS CLIENTS HONEST

• SHARPENS SKILLS




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• EVERYONE IS A NETWORK

• EVERY THREAT IS AN OPPORTUNITY

• COMPETITORS

• CLIENTS

• CELEBRITIES

• PRODUCTION COMPANIES

• MEDIA CHANNELS

UNLIKELY ALLIANCES



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• EDUCATE & INSPIRE ADVERTISING COMMUNITY

• COLLABORATION WITH FACEBOOK & THE ADVERTISING

INDUSTRY

• SITE WAS BUILT FOR AND BY THE ADVERTISING COMMUNITY

• WWW.FACEBOOK-STUDIO.COM

FACEBOOK STUDIO


MDW Boulder April '11 | Daniel Stein_New Models, Alliances, Culture

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