Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Amelia Torode, Founder of The Fawnbrake Collective. The importance of digital advertising to business growth will only increase – but that doesn’t make the future of digital advertising any more predictable. To thrive, businesses must embrace the continual disruption that is characteristic of the digital landscape. Brand strategist Amelia Torode examines the practical changes that they can make, in order to do so: not just executing digital transformation programmes, but building business strategies, workplace cultures and supplier relationships that are optimised for on-going change.

5. Embracing an
ever-changing
future.

6. TODAY

7. IS FILLED WITH CHANGETODAY

8. YOU HAVE TO DO MORE WITH LESS
YOU HAVE TO MOVE FASTER
YOU HAVE TO THINK SMARTER
YOU HAVE NO SET RULES
YOU HAVE NO PLAYBOOK
YOU HAVE TO WORK IT OUT
TODAY

9. The only constant is change

10. NOW IS THE NEW NORMAL

11. VOICE IS THE NEW NORMAL

12. MACHINE LEARNING IS THE NEW NORMAL

13. NORMAL CHANGES FAST

14. Amazement
moves
to
Expectation

15. fast

16. insight
The pace of change
will never be this
slow again

17. THE CHANGE COMFORT ZONE
Where are you?
NOT AN ISSUE AT
ALL. CAN’T SEE
WHAT PEOPLE ARE
GETTING SO UP
TIGHT ABOUT.
I TOTALLY GOT THIS
ABSOLUTELY
PETRIFIED, I CAN’T
EAT, SLEEP, WORK ,
I AM PARALYSED
WITH FEAR.

18. IT’S OK
TO BE
SCARED
Lord Seb Coe

19. YOU HAVE
TO USE THE
ENERGY
FEAR
CREATES

20. “You are rightly
anxious about
how quickly
our existing
business
models are
being
disrupted…

21. … still,
if you’re anxious,
imagine how the
folks who
aren’t in this
room are
feeling.”
Justin Trudeau, Davos 2018

22. If you’re
not out of
your
comfort
zone,
you’re
stuck in a
rut

23. We need to think differently
about change

24. learning
We need a new
Operating System
optimised for Change

25. If you were going to start again,
what would it look like?

27. Meets

29. there are too many agencies chasing too few briefs from the
stranglehold of intermediaries for too little money, predicated
on a best “guess-timate” fee at the start of an engagement
where the answer could be anything, which in turn is
founded on the antiquated notion of FTE percentage
breakdowns which is bullshit, charging people by the hour
like a cheap hotel, agencies have shafted employees by
depriortizing new training at a time when new skillsets are
changing and growing in importance, planners have believed
the “3rd creative” moniker because it makes them feel sexy,
without realising that any notion predicated on the idea that
there are 2 creatives is bogus, strategic eyes have turned to
backslappy awards and cannes not impact and results, we
forgot that we sell or else, we forgot talent is all, life is short.

34. Our
Operating
System
has to
change

35. BUSINESS AS USUAL
ISN’T CUTTING IT

37. text

40. HOW WE
WORK
TODAY IS
WRONG
20th
CENTURY
STRUCTURES
IN THE 21st

41. HOW WE
WORK
TODAY IS
WRONG
20th
CENTURY
STRUCTURES
IN THE 21st

43. “more
responsive,
less
bureaucratic,
more agile,
less layered,
more principled.”
Sir Martin Sorrell,
AdWeek Europe 2018

45. #ImpactNotHours

46. #AccessNotOwnership

47. #KarmaNotKickbacks

48. #SkillsetsNotStructures

49. #MinimalViableTeams

50. #FastFlatFlexible

51. #AlwaysDayOne

52. ”Amazon is a
Day One company…
Day two is stasis.
Followed by irrelevance.
Followed by excruciating, painful decline.
Followed by death."
Jeff Bezos

54. CHANGE
CREATES
OPPORTUNITY

55. CHANGE
CREATES
OPPORTUNITY
AND MORE
CHANGE…

57. thank you
@amelia_torode
www.FawnbrakeCollective.com