digital-centric is the new integration

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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

OK, LET’S START WITH A FEW REALISATIONS

BRANDS ARE NOT LOOKING FOR A NEW

AGENCY

THEY ARE LOOKING TO DEVELOP THEIR

BUSINESS

THEY ARE NOT INTERESTED IN AGENCY

SILOS

THEY WANT TO USE THE INDUSTRY

CONVERGENCE TO THEIR ADVANTAGE

THEY WANT TO BUILD RELEVANT

RELATIONSHIPS WITH THEIR CUSTOMERS

THEY WANT TO CREATE MEMORABLE

EXPERIENCES

AND HAVE A CONTINUOUS PRESENCE

IN THE MARKET

BUT THEY CAN’T

BECAUSE THE CURRENT MODEL IS BROKEN

EVERYTHING IS UP IN THE AIR

LET’S FACE IT: CHANGE WILL NEVER BE AS SLOW AS IT IS TODAY

DIGITAL TRANSFORMATION IS

HERE

MOST AGENCIES ARE STRUGGLING TO ADJUST

TO THE RAPID CHANGE AROUND US

AND MOST CLIENTS ARE STRUGGLING TO

INTEGRATE THEIR MARKETING EFFORTS

MANY THINGS GET IN THE WAY

MONEY GETS IN THE WAY

EGOS GET IN THE WAY

HISTORY GETS IN THE WAY

CLIENTS GET IN THE WAY

BRIEFS GET IN THE WAY

MEDIA AGENCIES GET IN THE WAY

SO HOW CAN WE CHANGE IT?

THE ANSWER IS DIGITAL CENTRIC

INTEGRATION

THE CULTURE OF DIGITAL IS THE

STARTING POINT

WE MUST INTEGRATE AROUND THE

CONSUMERS’ LIVES

NOT MEDIA CHANNELS

THERE CAN BE NO PREDETERMINED

AGENDA. NO VESTED INTEREST.

MEDIA NEUTRAL AND TECHNOLOGY

AGNOSTIC.

THE CULTURE OF DIGITAL IS NOT ABOUT

TECHNOLOGY

AND IT WON’T BE JUST “DIGITAL”

IT IS NOT ABOUT “CAMPAIGNS”

IT’S A HOLISTIC APPROACH

IT BRINGS LIFECYCLE PRINCIPLES INTO

ADVERTISING

CREATING AN “INFINITE LOOP” OF EXPERIENCES

Listen Plan Create

Engage Learn Develop

Point of Experience

ACOUSTIC’S INFINITE LOOP

Business Culture Activities

THE CREATIVE AGENCY NEEDS TO BE REBUILT

NO MORE “DIGITAL PEOPLE” AND

“TRADITIONAL”

NO MORE DIVISIONS OR SILOS

ONLY ONE P&L

ONLY INTEGRATED KPIs

AND ONLY AUDIENCE NEEDS CAN DRIVE

SOLUTIONS

GO DIGITAL CENTRIC, OR GO HOME.

erik@acoustic.agency @ingvoldSTAR

@AcousticAgency blog.acoustic.agency