2. Mayhem on Madison Ave Don Draperâs Revenge
or
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Thursday, August 4, 2011
3. The most interesting ideas within the advertising
industry are coming from outside the advertising
industry.
Thursday, August 4, 2011
4. My POV is whether we like it or not, advertising
agencies are getting into the software business.
4
Thursday, August 4, 2011
5. By no means are traditional channels going away, but...
âIt is much better to have a
smaller share of an exploding
industry versus a growing share in
a declining industry.â
- Rishad Tobaccowalla,
4Aâs Conference
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6. My experience:
Then: small Now: big
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7. The challenge:
How can we transition teams, processes and cultures that
have for 50+ years, been focused on producing one thing,
very quickly get good at producing something entirely
different. Without ruining whatâs already in place.
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Thursday, August 4, 2011
8. Fixing this is not an interactive problem.
Itâs a full-on organizational problem.
8
Thursday, August 4, 2011
9. Thinking about teams, process and structure.
The work.
The people needed to build the work.
The process through which the work is realized.
Thursday, August 4, 2011
11. What weâre making is different than it was
18 months ago.
Thursday, August 4, 2011
12. For starters, weâre making a lot more stuff.
Yahooâs Duncan Watts, in his âinïŹuencersâ research, used a lighting many ïŹres
analogy that points to the fact that digital media drives cumulative
advantage. He suggests brands are better off âplacing lots of bets to give the
best chance of starting a full forest ïŹre - lots of ïŹres in lots of promising
places.â
The cost efïŹciencies of digital media allow marketers to hedge bets and not
bet the farm on one thing - make ten and see what takes.
Thursday, August 4, 2011
13. A new metaphor.
The big idea is a lot of little ideas.
Bet it all on a couple :30âs.
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15. 1. Our work is now more varied.
Thursday, August 4, 2011
16. Put more out there, more frequently.
Campaign in market:
increased awareness, conversation, advocacy
Traditional
Cycle
Campaign goes dark:
conversation volume drops markedly
Hi-Frequency
Cycle
Diversity breeds sustained activity:
steady levels of awareness, conversation, advocacy
Thursday, August 4, 2011
17. 2. Our work is also more complex.
Digital work is typically the product of a very large number
of small, but very important decisions carried out across a
quick, iterative development process.
Thursday, August 4, 2011
18. Hierarchal structure incompatible with this process.
GAD
Agency / Client Leadership CCO
CDâs
Account / Client Leadership ADâs
time
AEâs
ADâs / CWâs
Producers
Project Managers
Project Teams Support Staff
Thursday, August 4, 2011
19. 2: The people needed to make the work.
Thursday, August 4, 2011
20. Our industry has been bred to make ads.
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21. Focusing on relationships and process over work.
managing making
what kind of organization is yours?
21
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22. Typical engagement model.
Client Organization
Retained Client Team
Tech Team Interactive Soc. Media
Developer UX design
Lead Producer Manager
Thursday, August 4, 2011
23. Shift team composition to prioritize making.
Team
Leadership
Mngmnt
Supervisor
Account
Project Interactive
Account Broadcast
Project Interactive UXBroadcast Soc. Media
Developer
Supervisor
Manager Supervisor
Producer Producer
Manager Producer Designer
Producer Manager
Account Asst. Acct.
Executive Executive
Thursday, August 4, 2011
24. Shift team composition to prioritize making.
Team
Leadership
Mngmnt
Supervisor
Account Account Project Interactive Broadcast
Supervisor Supervisor Manager Producer Producer
Account Asst. Acct.
Executive Executive
Thursday, August 4, 2011
25. Becoming nimble by ïŹattening and creating groups.
x-disciplinary leadership team
Team 1 Team 2 Team 3
Hierarchical Org Structure
Teams work with greater autonomy / accountability
Thursday, August 4, 2011
26. How much of our organizational energy is directed at our
work?
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27. Rebuilding teams around a new building block.
Knowledge across disciplines
Core discipline expertise
http://www.fastcompany.com/magazine/95/design-strategy.html?page=0%2C1
Thursday, August 4, 2011
28. The T-shaped team.
2
Concept / Project / Client Functionality /
Implementation
Design + Tone Management User Interaction
Creative Technology Production UX
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29. 3: The process through which the work is realized.
Thursday, August 4, 2011
30. Confront a paradox: the more people you involve in a
project, the slower it will move and the less likely it will be
innovative or good.
Thursday, August 4, 2011
31. Confront a paradox: the more people you involve in a
project, the slower it will move and the less likely it will be
innovative or good.
Thursday, August 4, 2011
33. We need to be brutally reductive in the assembly of teams.
Zero in on overlap, collapse roles, remove any resources
that donât immediately contribute to the creation of work.
Thursday, August 4, 2011
34. Poorly designed physical environments.
Use co-location / technology to mediate gaps.
Thursday, August 4, 2011
36. Poor substitutions for collaboration.
Email volume = communications breakdown = trouble.
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37. Restrictive processes that will suffocate creativity.
Process must work for you, not vice versa.
Thursday, August 4, 2011
38. 3 face to face meetings in 10 weeks.
10 week cycle Brief
Present
Final
Brief to Feedback
Brief
Client
Present
Project
Concepts Feedback
Kick-Off
to Client
Revised
Final
Concepts Feedback
Concept
to Client
Thursday, August 4, 2011
39. clients integrated into project team
6 week cycle
Chicago: Boston: Chicago:
Framework Feature Set Feature
Planing DeïŹnition Design
Boston Chicago: Boston:
Design + Design + Prâtization
Prototyping Prototyping + Planning
Thursday, August 4, 2011
40. smaller teams
co-location = easier collaboration
less process
less documentation
fewer emails
shorter emails
fewer meetings
fewer big presentations = more work,
more quickly
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Thursday, August 4, 2011
41. Above all. Try doing something new. Trying something new is
actually more important than doing something right.
No one has this ïŹgured out.
Shift burden from proving why you should experiment to why
you shouldnât.
Doing nothing is going to put you further behind.
Thursday, August 4, 2011