Showing advertisers where to invest next

10%the

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⎾DENTSU INNOVATION PROGRAM⏋

THE GOAL IS TO HELP CLIENTS SET UP A 70/20/10 INVESTMENT FRAMEWORK. THE FOCUS IS ON DEFINING THE 20 (NOVELTY) AND 10 % (INNOVATION) INVESTMENTS. DURING THE PROGRAM WE IDENTIFY AND DECIDE ON A NUMBER OF SMALL SCALE EXPERIMENTS TO BE TESTED IN 2017. THE EXPERIMENTS CAN RANGE FROM SMALL SCALE MEDIA INVESTMENTS IN UPCOMING DIGITAL MEDIA TO SOFT- OR HARDWARE PROJECTS.THE INNOVATION PROGRAM CONSISTS OF WORKSHOPS, INSPIRATIONAL PRESENTATIONS AT THE DENTSU INNOVATION CENTER AND RESULTS IN ONE OR MORE EXPERIMENTS.

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⎾DENTSU INNOVATION PROGRAM⏋

WORKSHOPS1.LEARN TO UNLEARN (3HRS)INNOVATION REQUIRES TO THINK DIFFERENTLY WHICH IS HARD BECAUSE WE ARE ALL TRAINED TO THINK IN A CERTAIN WAY. THIS WORKSHOP HELPS US TO UNLEARN AND PREPARE FOR REAL INNOVATIVE THINKING2. THE INNOVATION DAY (1 DAY)BRINGING INSPIRATIONAL PROJECTS, DISRUPTIVE INITIATIVES AND OUT OF THE BOX EVENTS FROM YOURS, ADJACENT AND OTHER INDUSTRIES TO KICK START A NUMBER OF SESSION FOCUSED ON DISRUPTING YOUR INDUSTRY, SOLVING YOUR CONSUMER’S PROBLEMS DIFFERENTLY AND SETTING UP AN ALTERNATIVE MARKETING INVESTMENT PROGRAM. THE OUTCOME IS A ONE OR MORE OF EXPERIMENTS AIMED AT VALIDATING A NUMBER OF HYPOTHESIS WE DEFINED IN THE DIFFERENT SESSIONS.3. THE BREAKFAST CLUB (5 WEEKS)DEEP DIVE INTO A STRATEGIC TOPIC THAT NEEDS MORE ATTENTION, WE TAKE 4 WEEKS TO RESEARCH AND TACKLE IT AND COME WITH OUR VIEW AND SOLUTION IN WEEK 5.

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⎾DENTSU INNOVATION PROGRAM⏋

INSPIRATIONAL SESSIONS AT THE DENTSU INNOVATION CENTERTHE INNOVATION CENTER AT DENTSU GIVES YOU AN INSIGHT IN AND LET’S YOU EXPERIENCE THE TECH THAT COMES NEXT (REPRESENTING 10% INVESTMENTS) AND IS LIKELY TO CHANGE CONSUMER’S BEHAVIOUR OR MEDIA USAGE.INSPIRATIONAL PRESENTATIONS, FOCUSED ON THESE 10% INVESTMENTS, GIVE YOU THE DETAILS YOU NEED TO EVALUATE IF THIS TECH IS IMPORTANT FOR YOUR BUSINESS OR NOT.

THE OUTCOME OF THE PROGRAM IS ONE OR MORE SMALL SCALE EXPERIMENTS TO TEST A NUMBER OF HYPOTHESIS

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⎾INNOVATION THROUGH DATA⏋THREE PILLARSWE CHALLENGE YOU TO CREATE A ROADMAP WITH US FOR INNOVATION AND GROWTH IN THREE PILLARS:

Data Activation – the application of understanding

into actual business

321Unequalled understanding

of your Target Audience – and of your competitors

Full insight into the performance and revenue

drivers/inhibiters of the company

ANSWERING THE QUESTION:“WE HAVE A LOT OF DATA, BUT NOW WHAT? HOW DO WE APPLY IT IN MARKETING?”BY APPLYING OUR METHODS AND TRAINING STAFF, SUPPORTING SELECTION AND IMPLEMENTATION OF DMPS AND OTHER DATA-INFRASTRUCTURE AND IMPROVE MEDIA-BUYING, STRATEGY OR CREATIVES BASED ON THE RESULTS WE CAN SUPPORT YOU MOVING TOWARDS A DATA-DRIVEN WAY OF WORKING.