how ad agencies become innovation partners

@saneel | #digidayDAS | digiday agency summit

AGENCY INNOVATION PARTNERS

who am I?

we offer incubator services

to brands

DEFINING INNOVATION

in·no·va·tionnoun \ˌi-nə-ˈvā-shən\

the introduction of something new-Merriam-Webster

in·no·va·tionnoun \ˌi-nə-ˈvā-shən\

the introduction of something new [& relevant]-Merriam-Webster-Radia

what’s relevant?

vertical innovation

lateral innovationlateral innovation

lateral innovationlateral innovation

THE AGENCY OPPORTUNITY

brand-driven innovation

reward

risk

VERTICAL INNOVATION

brand-driven innovation

• improve existing offerings • pursue a destination • realistically extrapolate ROI

reward

risk

LATERAL INNOVATION

VERTICAL INNOVATION

brand-driven innovation

• improve existing offerings • pursue a destination • realistically extrapolate ROI

• create new offerings • venture into unknown • disproportionate ROI

reward

risk

LATERAL INNOVATIONBRAND-LED

INNOVATION

VERTICAL INNOVATION

brand-driven innovation

• improve existing offerings • pursue a destination • realistically extrapolate ROI

• create new offerings • venture into unknown • disproportionate ROI

reward

risk

{BRAND IMPACT}LATERAL INNOVATION

VERTICAL INNOVATION

brand-driven innovation

reward

risk

tools of the craft

“who the hell is in charge, a bunch of accountants trying to make a dollar into a dollar ten?” -Don Draper

brand-led exploration

brand-led exploration + brand-mitigated risk

brand-led exploration + brand-mitigated risk

+ financial expertise

brand-led exploration + brand-mitigated risk

+ financial expertise = new & relevant opportunities

!

brand-led exploration + brand-mitigated risk

+ financial expertise = new & relevant opportunities

!

= AGENCY INNOVATION PARTNERS

@saneel | #digidayDAS | digiday agency summit

THANK YOU