WARNING: There Are NO Shortcuts To Being A Digitally Plugged-In Agency

WARNING: There Are NO Shortcuts To Being A Digitally Plugged-In Agency
SHARE
THIS



In this opinion piece, The White Agency’s experience design director, Davy Rennie (pictured below), agrees tech is changing every facet of an agency’s world but, he warns, there are no quick solutions for those looking for the quickest route… 

It’s coming. Faster than you could imagine. A completely new world that a lot of people aren’t aware of, or think they are but don’t have it together. Keeping abreast of the latest developments and trends in technology, requires businesses to proactively evolve and improve their practices and digital infrastructure on a day-to-day (if not minute-to-minute) basis.

DRennie

 

We hear buzzwords and acronyms like AI, VR, and AR on a daily basis, but do we fully understand them and are we really ready? For the majority of businesses out there, the answer is a resounding ‘No’. The thing is, however, there are no short cuts to being digitally up-to-date or “plugged-in” so if your business attempts to jump ahead without first building the appropriate groundwork, it will simply fall into a chasm of digital dysfunction. Whilst ‘slow and steady’ may not win the race in the current digital climate, it will at least bring you up to speed so that (in due course) you can run against the best.

Whilst my view is not gospel (though one can dream), it is one that I have formed over a sustained career working in both small and large companies across Australia and South East Asia.

The Common Problems:

Fractured Ownership

IT owns something. Marketing owns something. Innovation owns another thing, and so on it goes in every department of every sizeable company. This cluster-f of ownership is killing businesses. Without a single point of ownership, there is no single challenge statement, and no unified goal or mission. Broken ownership encourages a culture of infighting, resentment, and contributes to overspending and poor execution, leaving your company in an ill-fated state.

Siloed Data

Linked to the issue of fractured ownership is the problem of siloed data. Businesses want to get freaky with some fancy Machine learning and AI, but their data sets are a mess, their platforms are a shit show, and the Machine doesn’t learn because it’s only pointed at one silo. An incredibly smart individual once told me, “Data acquisition is trivial. It’s what you do with it that counts.”

No Customer

1 + 2 = 3. The aforementioned issues inhibit your business from forming a single view of your customer. Public sector organisations like health and tax are constantly fighting to discern a clearer picture of the populations they interact with and cater to. Knowing the customer you’re serving is the single most important thing ANY and EVERY organization should understand.

Old Talent. Old Tricks

Organisations expect change to happen to them, but what they often don’t realise is that they need to mandate change within their existing structure and culture. A fast food shop couldn’t transform into a Michelin restaurant without a completely new kitchen and team, so why would a traditional organisation transform into a progressive, innovative organisation without a corresponding revamp in its existing structure and culture?

Focusing On The Present

Even though you talk about tomorrow, you focus on today and how you are currently performing. KPIs for today. Revenue for today. Results for today. You don’t want to shake that tree of uncertainty, but you need to. Sure, a few unexpected pine cones might fall out and hit you, but ultimately you’ll emerge stronger and more prepared for the future. Adobe is a prime example of this. They suffered through a few horrible years, but look at them now #killingit

Just The Tip

You dip the tip of your toe into transformation. It’s a side project. Something you do because you have to. If it works it works. If it doesn’t, you’ll try something else.

Being half-dedicated about anything simply does. not. work. Period.

How To Combat These Issues:

Take Ownership

Having specialized teams is unavoidable. Having corresponding siloes is also unavoidable BUT if you have ownership from the top-down, with unified goals and strategies, you can bring those teams together to deliver real value and innovation.

Get Your Shit Together

Data is your most valuable commodity. Treat it like the prized gem it is. Clean it up. Segment it into appropriate categories. Purge any irrelevant or old data. Store it somewhere safe. Investing your time and resources into extracting, maintaining and organizing your data will eventually produce lucrative outputs, which will more than compensate for your efforts.

Shake It Up

Bring in a new team, or upskill your current team, to meet the digital demands of your organisation. If that means putting a few foxes between the hens to ruffle some feathers, do it. If you want to innovate successfully, bring in people who can break up your existing culture and bring in genuine change.

Focus On Your Customer

It’s simple: get their data-> build their profile-> know their challenges-> solve them.

Take A Hit

No one likes change (particularly corporate boards), but sometimes you need to take a hit in order to change direction and fight disruption. It will be uncomfortable- painful even- but ultimately it’s the right course of action. Just ask Microsoft. Or Abobe. Or Apple… You get the point.

All In

You cannot half-ass evolution. You have to put skin in the game, and commit to the journey. All the aforementioned steps require your full attention. Transformation isn’t a side project- it’s an organisational strategy that needs to be committed to, and executed.

This is easy for me to say. I run a team in an organisation that delivers innovation on a daily basis. Sometimes it’s hard. Sometimes it seems impossible, but if you focus your efforts on change, innovation, and your customers, you are already 90 per cent of the way there.

 

Latest News

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
HooZu Appoints Rebecca Evans As Client Services Director
  • Marketing

HooZu Appoints Rebecca Evans As Client Services Director

Influencer marketing agency HooZu has announced the appointment of Rebecca Evans to the position of client services director. Evans brings diverse professional experience to the HooZu team, having worked across some of the world’s most disruptive sharing economy businesses, including Deliveroo and Uber. Formerly a business account manager at Deliveroo, Evans played a crucial role […]

Bauer Media Brands Unite Against Tampon Tax with ‘No Gender Selective Tax’ Campaign
  • Advertising
  • Campaigns
  • Media

Bauer Media Brands Unite Against Tampon Tax with ‘No Gender Selective Tax’ Campaign

Publishing player Bauer Media has announced the launch of its ‘No Gender Selective Tax campaign – a push to end what is essentially a tax on being a woman. The No Gender Selective Tax campaign is a major cross-brand initiative to remove the Goods and Services Tax (GST) from the price of tampons, pads and […]

Fairfax Announces New Partnership With Taronga Zoo, Launches ‘Wrong Skin’ Podcast
  • Media

Fairfax Announces New Partnership With Taronga Zoo, Launches ‘Wrong Skin’ Podcast

Publishing giant Fairfax Media has announced a new and exclusive partnership with Taronga Zoo, along with a new podcast series. Fairfax will bolster support for both Taronga Zoo and Western Plains Zoo via its The Sydney Morning Herald and The Sun Herald, as well as through its suburban and regional networks. The new partnership builds […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign
  • Advertising
  • Campaigns
  • Marketing

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign

Targus Australia New Zealand has today unveiled its first-ever out-of-home media campaign to show off the brand’s fresh look and reinvigorated proposition. Showcasing how Targus connects people and technology, the campaign has been developed by the local arm of international independent brand design agency SomeOne, alongside a media strategy developed in collaboration with Sydney-based agency […]

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth
  • Advertising
  • Campaigns

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth

Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms. It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia. The Bedroom Report reveals everything from our favourite sleeping positions […]

MediaMath Secures $US225 Million In New Funding
  • Advertising
  • Technology

MediaMath Secures $US225 Million In New Funding

Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that […]

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing
  • Marketing

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing

Co-working space company Christie Spaces has announced the appointment of The Wired Agency as its new digital marketing agency in Australia. Tasked with maximising campaign performance through their trademarked hyper-segmentation and hyper-optimisation techniques, The Wired Agency will be leading search advertising, display advertising, and SEO for Christie Spaces. The company exists to provide a space […]

Realestate.com.au & Mazda Unveil Property Construction Video Series
  • Marketing
  • Media

Realestate.com.au & Mazda Unveil Property Construction Video Series

Property website realestate.com.au has launched a video series showcasing the trials and tribulations of an epic demolition and transformation by interior stylist and well-known Instagrammer Catherine Hegarty. The Heraghty family bulldozed their quaint weatherboard in Sydney to make way for a duplex, which will be the focus of the 2 in Twelve series, which you […]

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven
  • Campaigns
  • Marketing

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven

Eleven has worked with alcohol delivery service Jimmy Brings and Spotify to launch three limited edition wines that marry perfectly with music. The Songmelier Edition range features an Australian sparkling, sauvignon blanc and reserve shiraz, each paired with a Spotify playlist accessible via a code on the label. Wine lovers can simply scan the code […]

IPG’s 303 MullenLowe Appoints WA Creative Duo
  • Advertising

IPG’s 303 MullenLowe Appoints WA Creative Duo

Interpublic Group’s 303 MullenLowe has announced the appointment of Western Australian creatives Melita Masters and Bianca Galan-Dwyer to its team. Masters (pictured above, left) and Galan-Dwyer (pictured above, right) joined forces in 2016 at The Brand Agency, quickly establishing themselves as a first-rate creative duo with their multi-award-winning campaign ‘Let’s Thursday Like We Friday’ for the […]

Top Marketers Join Forces To Explore Best Practice
  • Marketing

Top Marketers Join Forces To Explore Best Practice

Some of Sydney’s top senior marketers have banded together to form a council that aims to develop best practice around launch marketing. The Launch Marketing Council (LMC) is an initiative by global independent launch agency Five by Five and will meet twice a year to share experiences around various launch marketing topics. The panel is […]

My Top Takeaways From Programmatic Week
  • Advertising
  • Marketing
  • Opinion

My Top Takeaways From Programmatic Week

In this guest post, Amnet MD Indy Khabra (pictured above) shares his top takeouts from Programmatic Week – a week dedicated to educating Dentsu Aegis Network staff on the very latest innovation and changes to the industry. The speed of technological disruption is accelerating. Keeping on top of the latest developments is challenging – even […]

Opinion

by B&T Magazine

B&T Magazine