Published on March 11, 2014
Why are agencies struggling to drive digital business strategy? IPA Strategy Group 11/3/2014 @iancrocombe
You’ll be amazed what I’m about to tell you about the future of your clients digital business (upworthy version)
Three formative experiences Planning Director AKQA VP Innovation American Express CSO POSSIBLE
1995 2000 2005 2010 2015 ACCESS INFORMATION EXPRESSION CONVERSATION CONTEXT CONNECTING PEOPLE CONNECTING PRODUCTS CONNECTING EMOTION CONNECTING INFORMATION CONNECTING COMPUTERS We are leaving the age of conversation
Entering the age of context
Digital offering from agencies isn’t evolving 2004 banners search websites 2014 content performance platforms
Digital traits of leading businesses
Story factories for content Native creators Newsrooms
Internal Labs programmes American Express International Labs Walmart Labs
External accelerators “Most accelerators provide a stipend or small seed investment, mentoring, and workspace and professional services in exchange for an equity stake in the company. Typically the equity investment is around $25,000 and the equity stake is roughly 6 percent” Techcrunch report on http://yael-hochberg.com/rankings.htm Barclays Accelerator John Lewis Accelerator
Lean Products : new process
Lean Canvas & Entrepreneurial Management
Digital Strategy summary
Develop a more valuable oﬀering THE CENTRE OF THE MARKET IS CROWDED AND LOW MARGIN, BRANDS CAN DO “DIGITAL BASICS” IN-HOUSE “Front of the train is less crowded” Russell Davies, 2007
Three focus areas for digital leaders Business Strategy - Understand the business drivers, threats and adjacencies - Engage the startup community: Partner / Acquire / Destroy Organisational Strategy - Digital management consulting - Rewiring the business 70 / 20 / 10 Marketing Strategy - Ecosystems: challenger mindset, iterate ahead - Content: native formats, makers & inﬂuencers
thank you Digital Strategy Consultant @iancrocombe firstname.lastname@example.org 00 44 7932 00 41 01
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