JWT Sydney Digi Chief: Why Aussie Adland Needs MORE Digital Coaches
In this guest column, head of digital delivery at J. Walter Thompson Sydney, John Tozzi (pictured below), argues adland’s digital journey is too often a confusing one, but, he points out, things can be seamless amongst the mayhem…
“How can we pull buying behaviour data from a POS?”
“Have we used a bootstrap framework for this product”
“Do Facebook ads support HTML5?”
“Our client is asking about vanity URLs?”
“Did we submit our website for accessibility testing?”
or my all-time favorite “Do we have a builder guy available today”
you… mean… a “developer?”…
We get it; digital work can be frustrating. What’s even more frustrating is that by the time you work on your next project; process, specs and technical requirements have already changed. Change is good, but this creates a ricochet through business, agencies, account teams, and overall delivery that cause projects to spin in circles.
The overall goal is to create unity. Here’s how I think we get there and why we fail(ed).
Remember when we were kids and we played ‘Chinese whispers” outside classrooms? That’s basically what’s going on here, and businesses across the industry – whether client or agency-side – need to assign the right experts to be the brain trust of all the information to ensure that there is never any miscommunication. When a doctor steps out of the operating room, the nurses don’t jump in a say “Oh, he’s not around right now so why don’t I step in and pick up where he left off”. Creatives want “this” and brand teams want it “at this time” and production says “no” to all of it and we’re back at square one.
Five years ago, I switched from business development & client servicing to project management to try and figure out why projects were failing and where. What I found was that they were failing in two key places:
- A) Communication Breakdown (shout out to Led Zeppelin)
- B) Expectation Management
Communication breakdown it’s always the same. It comes from the fast-moving pace of our industry’s environment. Deadlines are tight, budgets are smaller and there is the overwhelming urge to always say “yes” (not always a great strategy) The pressure is definitely on these days and we need to over-communicate to be better than our competition.
In order to get ahead in this environment, you need to be able to present the right information, from the right experts, at the right time – every time, in order to run a successful project.
Communication doesn’t necessarily mean how well you handle calls or draw up emails but more importantly how “clean” is the information you are trying to communicate? Can your client make a decision based on it? Can your agency? Can their boss make a decision base on it? What happens if your presentation ends up on the CEO’s desk? He will give it 10 seconds before he says “sounds good” or “I don’t get it”.
We also fail terribly from poor expectation management with our audiences, whether they are internal teams, agencies, clients or managers. We all want to be “yes” people but it’s important to remember that most people are on the fly making quick decisions. We rarely have the time or courage to go back and change a concept or idea once we are down the road of building it. At each project checkpoint, we need our internal experts to give the green light on conception, ideation, functionality, and technical feasibility before we get in front of clients.
Agencies do a really good job of filling in necessary job titles for the digital production run like “digital producers”, “senior digital project managers”, “integrated producers”, but there is a gap between these resources and someone who can manage internal expectations, educate, grow the digital culture, and navigate the client through understanding how digital projects work. Here are some key characteristics of this said resource:
- Tech check on creative ideas – Technically speaking, can we even build this?
- Editing digital strategies (which are often developed outside of the digital team) to ensure fit for purpose.
- Influencing digital culture across agency and stakeholders.
- Simplifying client presentations to speed up decision making.
- Managing real expectations on timing, budgets, and scope.
- Bridging the gap from media to creative agencies.
- Helping all pitch teams to sell in digital concepts that aren’t embellished.
Businesses across the board engaged in digital activity should start looking for more “client experienced” experts to take positions in their growing services to help bridge the gaps from conception, creative design, development, and overall delivery in digital.
It’s not only the agencies that can benefit from this kind of thinking but everyone from marketing managers to national brand managers and even product designers on the client side.
Creative shops have started to re-architect their approach to keep the lines of communication open between internal teams/agencies with initiatives like hot-desking. An activity based office structure allowing employees to sit with the teams they are currently working on projects with. Yes, we all work on multiple projects with multiple teams but the goal is efficiency in communication.
There are some great strategies that all clients, agencies and other businesses can begin to study that will help tighten up the way they work on projects and how to deliver them in a profitable, time efficient and effective way.
It’s very important to look at your work from 30,000 feet and cut through the clutter of the minute to minute interactions. Your responsibilities are to deliver on your creative promise and manage multiple people and stakeholders at once.
Here’s a great takeaway about how “feasible” things really are: There is a robot that humans flew 54.6 million kilometers to land on the Martian soil that can drill rock samples, develop x-rays, take selfies, shoot laser beams, and sing happy birthday to itself every 365 days. Surely if we landed Curiosity on MARS we can manage to communicate our way through a few projects as promised.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.