Digital Infusion is a process that helps ad agencies and marketing companies infuse digital thinking and action through a 3 step process of incubation, integration & implementation.

1. Digital Infusion for
Ad Agencies
Incubation > integration > implementation
( A 3 step approach to infusing digital thinking and action)
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2. The Darwinian shift
• Digital as a concept is reshaping everything from the way we connect
& communicate as consumers to the way we behave and buy brands
• This new shift is more complex than we think and happening faster
than we imagine
• It’s time to re-think and re-imagine how we communicate with
consumers
• Marketing interruption is over, we’ve entered the era of collaborative
engagement & participation
• To get ahead of the curve organisations must recalibrate their
Is your
strategies and plans
• Baby steps to won’t work – what’s needed are bold moves & fresh
organsiation
thinking ready?
• We must respond and act now!
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3. What’s holding your organisation back ?
• Is it a mix of both attitudinal and behavioral issues that’s
holding back change ?
• The feeling that this shift still has little or no effect on your
core business
• Is too small to worry about now. Will cross the bridge later
• The dearth of in-house skills - expensive to hire digitally
trained people
• Buying out might be an easier option to building from scratch
• Still work in Silos / Digital is nobody’s KPI
• Indifference and apathy still exists internally
• Not perceived as experts so why bother Maybe, it’s
• No clear lines of ownership. time to take the
• No agenda for integration first step ?
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4. So what is digital infusion ? And how can it help ?
Incubation
This is the initiation process that aims to inject a shift in thinking and
attitude across each department through a series of training camps
and knowledge initiatives..
Integration
A process driven methodology that integrates every department to
align with the shift and inculcate the same into everyday work – from a
fundamental shift in job briefing process right up to project execution
Implementation
A process that links to every individuals’ KPI and performance metrics.
The implementation process is also aligned to business objectives and
growth. The final test of the infusion process is the linkage to business
performance parameters
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5. The starting point
Situation Audit
This is stage one of the infusion process. A detailed drill down into the
state of play of the organization
1. Organisational analysis : What and where the bottle necks to
change and integration exist.
2. Attitude assessment: Attitude of each department towards change
and shift is assessed and recorded with a score. These scores are
then used to measure success through each stage.
3. Skill assessment: A skill assessment is done across the organization
to identify if talent already exists ? If not, how do we develop the
require talent in-house. Do we build up organically or do we hire
from outside ?
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6. The starting point
• Here we outline the main objectives to be achieved by the programme
• We quantify this across 5 dimensions
• Also, list down important outcomes from the programme
Define key objectives
• Attitudinal change
• Skill enhancement
• Digital Integration
• Business impact
• Image change
List down desired outcomes
• Future ready i.e. have the right people, right
processes, right tools, right approach
• Have sound digital knowledge and expertise
• Be fully integrated
• Drive incremental revenue
• Win awards & recognition
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7. The road to infusion
Incubation Integration Implementation
Training & Knowledge
This is where rubber hits the road. The first step to getting
teams up to speed on digital understanding and execution
through a combination of training workshops and learning
initiatives
• For the planning team: How to ensure that digital is not a last mile
execution but an integral part of the whole brand building process.
• For account management: Build knowledge for better client
engagement. Also understand the intricacies of digital production
and digital media.
• For the Creative team: Lessons in how to transform and integrated
big brand ideas into the digital mix
• For Production & Traffic department : Training to augment their
skills in using various platforms and new processes
• For Top Management : Focus on change and adoption
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8. The road to infusion
Incubation Integration Implementation
Tools & processes
Apart from the training and knowledge acceleration
programmes – the need for tools and technology
platforms might be required to develop a complete
competency.
Vendor engagement
Digital production of projects just like other areas of
communication execution entail a raft of expertise
that is often outsourced – as part of the digital
infusion process – technology partners are
indentified and agreements put into place to create
a complete package needed to develop and execute
jobs.
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9. The road to infusion
Incubation Integration Implementation
Monitoring success
• Digital Infusion focuses on both quick wins and long term achievements
monitoring shift and change is extremely important – for which various monitoring
dashboards are created to ensure that progress at each step tracked and reported
Business development
• As part of the infusion process business development is a crucial part as it allows to
quantify the investment made in this transformation. The infusion team plays a
critical role in indentifying immediate business opportunities both organic and
external.
Mentoring
• Post the infusion process regular contact with the teams is critical to keel them
up to date and enthused. Ongoing mentoring and guidance is continuous
process
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10. Measuring and Monitoring Success
• An overall programme planner outlines each phase over the infusion process from start to
finish. Measuring overall change linked to specific business outcomes that helps evaluate
the overall effectiveness of the Digital Infusion process.
• To measure the effectiveness of each phase a programme dashboard with a 10 point
rating scale monitors progress of each parameter. Change is monitored on a fortnightly
basis and reports are customised on a case to case basis.

11. Infusion experts & advisory council
• Digital Infusion is delivered by a team of local and international digital evangelists and
experts
• A team that brings extensive industry knowledge having worked with some of the largest
global agencies – this experience helps understand the complexity of how the ad business
is run. Where the bottle necks are and how to ensure a smooth transition.
Glen Ireland Heather Albrecht Manish Sinha
Glen is founder of the IDMI. Australia’s leading digital Manish is Chief Strategy
He has spent over 18 years training expert. With twelve Officer with Digitas India and
in the area of marketing years experience in digital has worked at top agencies in
communications and comes communications plus fifteen in a career spanning more than
with a truly diverse & brand and direct marketing, 15 years – JWT, O&M, and
comprehensive repertoire of Heather has long been at the Bates etc handling clients like
expertise. Read more…. forefront of multi-channel Pepsi, Ford, Cadbury, BBC,
digital marketing strategy. etc. Read more…
Read more ….
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12. How to engage us ?
• Digital Infusion is typically a long term agenda as it involves multiple levels of interaction
and engagement across the organization. Whilst there are early wins – positive outcomes
have a longer gestation period.
• A minimum 12 – 16 week infusion programme is advised Ideally.
• We also offer a 4 week infusion programme for only account management & creative
teams
For a preliminary discussion on how digital infusion can help your organisation get
Future Ready get in touch with Glen Ireland on 96544 51167 or email @
glenireland@theidmi.com
909, Sector 17 – B | Gurgaon – 122 001 | India |T : + 91 124 4058109 www.theidmi.com