what's next for decoupling: efficiency to effectiveness

Old news old news

decoupling

unbundling

upstreaming

creative ideas mediamanual production

automation = efficiency and effectiveness

First a history lesson

a history lesson

Conservative / Don Draper

innovative... in parts

agency

decoupler

production-only pitches

An idea... hang on a minute, lads...

decoupler

agency

decoupler

agency

Party popper

maximum efficiency?

“you can’t talk about creativity

without

talking about

technology”

time

value

3

2

1cheaper

better service

automation

cheaper

faster

better

smarter production

scalable

tailored

compliant

reinvention

volume

cost

volume

cost

Smarter 2

tailored

Smarter 3avoid mistakes...and get your life back

Smarter 4

admin burden

nightmare

scary?

not marketers entrenched habits

no time

40a year 200 retailersx

8,000 ads manually produced

10,000 insertions

into an increasingly ineffective mediumsame product, same offer

weeks

creative ideas mediaintelligent

production

scalable + personalisation + compliance + reinvention

game changers

the future

a principle you know

optimising advertising

Marketing 22nd June 2011

manual production + slow results = delayed improvement

automated production + immediate results = real-time optimised marketing

problems solved

complexity

compliance

localisation & personalisation

accountability

cost

practical visionary

• share your pain

• align with marketing aims

• balance business needs with user needs

• all about people

• bite-sized chunks

• ask your incumbents

• include technology in RFPs

• be flexible

• demand technology to be flexible

• technology is strategic

do more for lessinevitablehuge opportunity