Why ‘Transformation’ Is The Buzzword Of 2015 And What It All Means

Why ‘Transformation’ Is The Buzzword Of 2015 And What It All Means
SHARE
THIS



In this opinion piece, M&C Saatchi’s managing partner and Commbank head, Mim Haysom, writes that ‘transformation’ has become the industry buzzword for 2015. And if you have no idea what that means, here she attempts to explain it and how to benefit from it too…

Keeping the clients up at night: How do we properly use all this data?

It’s a word that constantly comes up in conversations with clients. They talk about their need to transform from organisations constantly trying to grapple with data to ones that make seamless decisions based on it. They struggle with how they should change their current business practices, structures and processes to enable the mining of golden insights from the great mountains of data that are piling up around them.

Mim Haysom web

Keeping the platform providers up at night: When are organisations going to learn to engage with data?

Transformation was also the most frequently used word I encountered during a recent trip to Silicon Valley, where I spent time at the HQs of big media and platform providers. All of who are challenging clients to step up and learn to engage with data and become better data-driven decision makers, or suffer their own ‘Kodak moment’ consequences.

 So where does that leave agencies?

We agencies are grappling too – because Google and their all-pervasive ‘what we can tell you about anything’ or Facebook and their ‘what we know about you’ capabilities have forced us to re-think just about every rule in our playbook too. Those glorious days of publish and pray are long gone.

Agencies aren’t run by laggards – we get it

Good agencies have been innovating, changing and quietly transforming on a daily basis since their inception. Twenty five years ago we still had bromides, 20 years ago digital was a watch that didn’t have hands, and 10 years ago social media was those great parties the mag reps threw. Now the smart agencies acknowledge that life is pretty much lived in digital and social galaxies, and some of us even have innovation labs that are prototyping and inventing products and services that are quite literally changing the world. An example I’m close to is Tricky Jigsaw, M&C Saatchi Group’s innovation hub that’s responsible for ideating and iterating new products and services for clients. One outcome was Optus Clever buoy https://www.youtube.com/watch?v=Wv5b4jwABiw – a world-first shark detection device taken to proof of concept and well on its way to commercial viability. It detects the presence of a shark by its movement and then sends a message to the lifeguard tower via a signal sent via the Optus network. Not something you would typically associate with an advertising agency.

The transformation towards a data-driven culture starts at the top

Leadership in this ‘new world’ is everything. Transformation can only successfully take place if the people resistant to change are not in leadership or influencer roles. Leaders need to drive an ‘action all stations’ approach that permeates through all areas of the business. We need to enable our people to be actively engaged in the process of transforming rather than having just the structures and processes around them change.

Successful transformation requires a ‘bloody minded’ focus on talent.

Getting the talent matrix right will set agencies apart in the ability to not only transform their own businesses, but is necessary to lead clients across the new frontier – that’s why they hire us. They expect us to develop and hire data scientists, cutting edge programmers and other ‘talent’ who trade daily in the rapidly evolving ‘currencies’ of the digital economy and are fluent in its language.

Most of our clients aren’t looking to remove us from their world. They are asking us to go on their journey of transformation with them. To help them make sense of the data they have, and to make it personal. That means looking beyond our own industry to find our ‘smart creatives’ and future stars.

The end game is always to build stronger brands that customers love and become willing advocates of. For that, we still need brilliant creativity that joins the dots and makes the leaps to connect on an emotional and personal level. That will continue to be the responsibility of agencies in the ‘transformation’ era. The data will help us get there, but it will be our talent and our creativity that provides the magic.

 

 

Latest News

Women In Media Profile: Zeina Khodr
  • Media

Women In Media Profile: Zeina Khodr

When B&T was offered to interview a lady named “Zeina”, we initially thought it was the warrior princess herself.

by B&T Magazine

B&T Magazine
Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine