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.
