Download - Digital-Centric is the New Integration
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CHAPTER PAGE
A D S 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
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OK, LET’S START WITH A FEW REALISATIONS
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BRANDS ARE NOT LOOKING FOR A NEW
AGENCY
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THEY ARE LOOKING TO DEVELOP THEIR
BUSINESS
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THEY ARE NOT INTERESTED IN AGENCY
SILOS
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THEY WANT TO USE THE INDUSTRY
CONVERGENCE TO THEIR ADVANTAGE
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THEY WANT TO BUILD RELEVANT
RELATIONSHIPS WITH THEIR CUSTOMERS
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THEY WANT TO CREATE MEMORABLE
EXPERIENCES
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AND HAVE A CONTINUOUS PRESENCE
IN THE MARKET
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BUT THEY CAN’T
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BECAUSE THE CURRENT MODEL IS BROKEN
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EVERYTHING IS UP IN THE AIR
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LET’S FACE IT: CHANGE WILL NEVER BE AS SLOW AS IT IS TODAY
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DIGITAL TRANSFORMATION IS
HERE
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MOST AGENCIES ARE STRUGGLING TO ADJUST
TO THE RAPID CHANGE AROUND US
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AND MOST CLIENTS ARE STRUGGLING TO
INTEGRATE THEIR MARKETING EFFORTS
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MANY THINGS GET IN THE WAY
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MONEY GETS IN THE WAY
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EGOS GET IN THE WAY
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HISTORY GETS IN THE WAY
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CLIENTS GET IN THE WAY
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BRIEFS GET IN THE WAY
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MEDIA AGENCIES GET IN THE WAY
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SO HOW CAN WE CHANGE IT?
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THE ANSWER IS DIGITAL CENTRIC
INTEGRATION
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THE CULTURE OF DIGITAL IS THE
STARTING POINT
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WE MUST INTEGRATE AROUND THE
CONSUMERS’ LIVES
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NOT MEDIA CHANNELS
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THERE CAN BE NO PREDETERMINED
AGENDA. NO VESTED INTEREST.
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MEDIA NEUTRAL AND TECHNOLOGY
AGNOSTIC.
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THE CULTURE OF DIGITAL IS NOT ABOUT
TECHNOLOGY
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AND IT WON’T BE JUST “DIGITAL”
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IT IS NOT ABOUT “CAMPAIGNS”
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IT’S A HOLISTIC APPROACH
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IT BRINGS LIFECYCLE PRINCIPLES INTO
ADVERTISING
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CREATING AN “INFINITE LOOP” OF EXPERIENCES
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Listen Plan Create
Engage Learn Develop
Point of Experience
ACOUSTIC’S INFINITE LOOP
Business Culture Activities
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THE CREATIVE AGENCY NEEDS TO BE REBUILT
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NO MORE “DIGITAL PEOPLE” AND
“TRADITIONAL”
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NO MORE DIVISIONS OR SILOS
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ONLY ONE P&L
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ONLY INTEGRATED KPIs
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AND ONLY AUDIENCE NEEDS CAN DRIVE
SOLUTIONS
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GO DIGITAL CENTRIC, OR GO HOME.