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Digital-Centric is the New Integration
The document discusses how brands are looking to develop their business and create memorable customer experiences, but the current agency model is broken and prevents this. It argues that agencies must adopt a digital-centric integration approach where the customer experience drives all solutions, rather than media channels or agency silos. This means rebuilding agencies without divisions, with one P&L and integrated KPIs focused on audience needs. Going digital-centric is necessary for both agencies and clients to adapt to rapid digital transformation and change.
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Digital-Centric is the New Integration
- 2. CHAPTER PAGE A DS T A R S / 2 2 . 0 8 . 2 0 1 52 DIGITAL CENTRIC IS THE NEW INTEGRATION ERIK INGVOLDSTAD, MANAGING DIRECTOR ACOUSTIC – A PART OF THE NORTH ALLIANCE
- 3. OK, LET’S STARTWITH A FEW REALISATIONS
- 4. BRANDS ARE NOT LOOKINGFOR A NEW AGENCY
- 5. THEY ARE LOOKING TODEVELOP THEIR BUSINESS
- 6. THEY ARE NOT INTERESTEDIN AGENCY SILOS
- 7. THEY WANT TOUSE THE INDUSTRY CONVERGENCE TO THEIR ADVANTAGE
- 8. THEY WANT TOBUILD RELEVANT RELATIONSHIPS WITH THEIR CUSTOMERS
- 9. THEY WANT TOCREATE MEMORABLE EXPERIENCES
- 10. AND HAVE A CONTINUOUSPRESENCE IN THE MARKET
- 11.
- 12. BECAUSE THE CURRENT MODELIS BROKEN
- 13. EVERYTHING IS UPIN THE AIR
- 14. LET’S FACE IT: CHANGEWILL NEVER BE AS SLOW AS IT IS TODAY
- 15.
- 16. MOST AGENCIES ARE STRUGGLINGTO ADJUST TO THE RAPID CHANGE AROUND US
- 17. AND MOST CLIENTSARE STRUGGLING TO INTEGRATE THEIR MARKETING EFFORTS
- 18. MANY THINGS GETIN THE WAY
- 19.
- 20.
- 21.
- 22.
- 23.
- 24. MEDIA AGENCIES GET INTHE WAY
- 25. SO HOW CANWE CHANGE IT?
- 26. THE ANSWER IS DIGITALCENTRIC INTEGRATION
- 27. THE CULTURE OF DIGITALIS THE STARTING POINT
- 28. WE MUST INTEGRATE AROUNDTHE CONSUMERS’ LIVES
- 29.
- 30. THERE CAN BENO PREDETERMINED AGENDA. NO VESTED INTEREST.
- 31.
- 32. THE CULTURE OF DIGITALIS NOT ABOUT TECHNOLOGY
- 33. AND IT WON’TBE JUST “DIGITAL”
- 34. IT IS NOTABOUT “CAMPAIGNS”
- 35.
- 36. IT BRINGS LIFECYCLE PRINCIPLESINTO ADVERTISING
- 37. CREATING AN “INFINITE LOOP”OF EXPERIENCES
- 38. Listen Plan Create Engage Learn Develop Point of Experience ACOUSTIC’SINFINITE LOOP Business Culture Activities
- 39. THE CREATIVE AGENCY NEEDSTO BE REBUILT
- 40. NO MORE “DIGITAL PEOPLE”AND “TRADITIONAL”
- 41. NO MORE DIVISIONS ORSILOS
- 42.
- 43.
- 44. AND ONLY AUDIENCE NEEDSCAN DRIVE SOLUTIONS
- 45. GO DIGITAL CENTRIC, ORGO HOME.
- 46.