Marketing departments and advertising agencies are finding themselves in unfamiliar territory where 'Be creative' or 'Make better advertising' are the wrong answer to challenging new questions. Networked media and the social web are disrupting markets and rewiring the way we buy and use products; they also create new possibilities to add services to product, co-create with customers and build new value. Here lies the need for the radically new solutions to unfamiliar problems. William Owen talks about how we embrace disruptive innovation and turn it to competitive advantage and what that means for agency - client relationships and ways of working.

2. Hello

3. We make new stuff
out of the internet

4. We make things that have
long-term value for people
because they are useful,
inspiring & sustainable

6. “an inherently unethical and, frankly,
poisonous endeavor that sees people
as sheep to be manipulated, that
vaunts style over substance, and
deems success to be winning awards”
Peter Merholz, Adaptive Path

7. mass media model
big fat media
client Ad creative Media buyer
channel

8. fragmented media model
channel
channel channel
channel channel channel
Agency
channel channel
media
client Agency buyer
channel
Digital channel
media
Digital
Agency buyer
agency
channel
channel
channel
channel

9. networked media model
Agency
Agency
Agency Agency
channel
client channel channel
channel
Media
buyer
channel
Agency channel
channel

10. FROM
paid media model
of buying attention
“trad advertising-like objects”
TO
earned media model of
making stuff useful,
playful & sustainable
“objects that are more like
products & services”

11. Be creative!?
(aka old solutions to new problems)

12. Kingsmill Bread Confessions

13. McCain’s Rustic Oven Chips

14. Gap’s new infinite canvas Denim site

15. Gareth Kay - Goodby Silverstein

16. “Ideas that do”
Stop communicating
products & start making
communication products
Gareth Kay, Goodby Silverstein & Partners

17. Ac t like a start-up

18. old culture new culture
known problem unknown problem
slow, linear fast, agile
sales-focused user-focused
comms solution multi-disciplinary

19. a bigger playing field

20. communication

21. exchange
use
communication
interfaces
data
applications
processes
assets
business model

23. strategy and
service design

24. interaction design

25. technical design
and development

26. Integrated

27. Iterative

29. VISION PROTOTYPE PRODUCTION

30. Incremental

31. Iterative

32. Evidence/
Metrics
Driven

33. Actionable metrics not vanity metrics
Pirate metrics... AARRR
RETENTION
ACQUISITION ACTIVATION REFERRAL REVENUE
Dave McClure

34. In the latest turn of its wheel,
strategy becomes about how
to make existing institutions
as innovative as start-ups
Walter Kiechel III, The Lords of Strategy

35. Ac t like a start-up

43. 12 weeks from concept to
delivery

44. in 3 months
visitors 333,000
countries 191
av. time on site 5.5 mins
press coverage reach £6.8m
paid media budget £0
increase in trenchcoat sales 85%

45. “the audience is prepared to take the
huge trouble to be styled and
photographed and upload their
picture for consideration to be
included in the site – it’s an incredibly
intimate form of engagement.”
Juliet Warkentin, WGSN

46. 6 million

50. Learning
• The whole team learns
• What we learn is communicated
to clients
• What we learn is documented
• Metrics are important

51. Simple & visual
Very, very fast
Self-organising teams
Trusting individuals
No siloes

52. This is an ongoing
experiment
(But we can iterate our way to success)