Appointing A Head Of Innovation Won’t Drive Agency Innovation
Innovation has been a central agency theme for years, but the founder of Australian martech business Triggerfish argues hiring a head of innovation won’t lead to agency innovation.
By Ben Shapiro, founder and managing director at Triggerfish
While “pivot” was the buzzword of 2020, innovation has been a central agency theme for many years, as agencies across the entire marketing spectrum battled to differentiate themselves in an increasingly competitive market.
And this is especially true now as many businesses focus on rebuilding and possibly redefining themselves post-COVID-19.
However, as an entrepreneur and agency founder in an industry driven by innovation, I would argue that the biggest mistake agencies make when trying to promote innovation is to hire a head of innovation or a single person whose sole responsibility is innovation.
The problem with this approach is that innovation is not a top-down job and rarely does one person have all the smarts to propel the agency forward. Instead, innovation needs to be cross-functional with every member of the agency being accountable for creating the culture that fuels it.
In fact, I believe that it’s an agency’s culture that drives innovation, and if you want to be a business that innovates, then business leaders should focus more on creating the space and culture to promote creativity, independent thinking and business transformation, rather than focusing on the innovation itself.
How do you create the right agency culture to fuel innovation?
In my experience there are five key fundamentals that successful and innovative businesses follow.
Strong purpose and vision
This may sound simple, but it’s surprising just how many businesses don’t have this and it’s especially important for purpose-driven younger generations.
To drive innovation, every member of the agency should have a clear understanding of the business vision and what it stands for, as this will fuel their daily sense of purpose.
In fact, a recent study by WeSpire in the United States found that Gen Z is the first generation to prioritise purpose over salary. The study found that they read mission statements and values documents to select where they work and want their employers’ values to match their own.
Closer to home, figures show that by 2025, 31 per cent of the Australian workforce will be from Gen Z. So if agencies want to attract the next generation of talent, it’s important they get clear on their purpose and vision.
Promote autonomy and accountability
The best way to stifle innovation and curb creativity is to micromanage. Instead, business leaders should focus on building a culture of autonomy by holding people accountable and focussing on outcomes. Put simply, be clear on what is expected of people, and what needs to be achieved and when.
Then ensure that everyone in the agency—from top to bottom—operates by this philosophy on a daily basis.
Say ‘No’ to clients
A central tenant of promoting an outcomes-focussed culture is learning to say ‘No’ to clients. What I mean by this is ensuring you’re always working on the right things to drive client outcomes, and saying no to anything that doesn’t, or isn’t strategically aligned.
But this doesn’t mean you can’t and shouldn’t be agile when required. Rather, focus only on the things that matter (things that drive ROI) and say no to the things that don’t. It’s a pragmatic approach that works.
Encourage mistakes
Encouraging mistakes is one of the best ways to fuel creativity in an agency. However, it’s important to ensure they’re not made twice and to instead focus on the lessons learned.
At the end of the day, we’re all human, and to promote a standard of perfectionism only creates a culture of stress, avoidance and fear of failure—which is the antithesis of innovation.
This is especially true in the MarTech industry where too many businesses chase this idea of perfectionism which in my view, is unattainable. Instead, the key to success—and driving client outcomes—is to create a culture of continuous improvement.
Executions may not always be perfect, however, having an ongoing process of testing, learning, adapting, and improving not only delivers better results over the long term, but team members also feel more empowered and inspired which also helps fuel a culture of innovation.
Continued investment
To truly drive innovation in an agency – or any business for that matter – requires ongoing investment.
Creating the right culture needs to be a long-term and strategic business focus. Because when it comes to innovation, there is no such thing as ‘done’—it’s an ongoing journey of remaining true to your vision, holding people accountable, being laser focused on client outcomes, all while promoting a culture of learning and growing.
It’s only when you invest in this strategic vision over time, will you start to foster a culture of innovation, and only then will you reap the commercial benefits of it.
Ben Shapiro is the founder and managing director of Triggerfish, an Australian CX and MarTech company.
Latest News
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some va-va-voom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: PR Guns On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.