lean fables from adland
Post on 19-Oct-2014
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Gave this talk at Ignite: Lean Startup at Pivotal Labs on June 22, 2011.TRANSCRIPT
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Two Lean Fables from
Adland#LeanIgnite
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Our business: Ads.
Commissioned by clients.
Designed by agencies.
Executed by vendors.
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All agencies seem lean in a pitch.All agencies seem lean in a pitch.
http://rpminsights.blogspot.com/2010/04/our-creative-department.html
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But after a pitch...But after a pitch...Client RFPClient RFP
MediaMedia
ProductionProduction
Planning & Creative
Planning & Creative
Creative TestingCreative Testing
Account ServiceAccount Service
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How do agencies make money?
Billings = Whatever it costs to produce work
Revenue = ~15% of billings
Profit = ~20% of revenue
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Perverse incentives
Agency v. Manufacturer
Campaigns v. Product
ROI?
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Fable #1Fable #1““WhereWhere’’d everybody gd everybody g
o?o?””
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Develop a vision.
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Get out of the building.Get out of the building.
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Don’t waste resources.
Make it better.
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Fable #2Fable #2““Is it the bitIs it the bits?s?””
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No vision.
Research is too often used the way a drunk uses a lamp post:
for support, rather than illumination.
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But we got out of the building anyway.
But we got out of the building anyway.It couldn’t have been the bits -
Nobody knew they were gone.
In fact, nobody’d heard from the brand in years.
People (and dogs) had changed -
Lots more choices, no more junk food.
It couldn’t have been the bits -
Nobody knew they were gone.
In fact, nobody’d heard from the brand in years.
People (and dogs) had changed -
Lots more choices, no more junk food.
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““YouYou’’ve got 99 ve got 99 problems...problems...
and the bits ainand the bits ain’’t one.t one.””
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We suggested a pivot.We suggested a pivot.Three-ingredient dog food.
Real food, no fillers.
With a new brand ID & campaign connecting the old, loved image (something dogs love), to a new doggie parenting style (something owners love giving dogs).
Three-ingredient dog food.
Real food, no fillers.
With a new brand ID & campaign connecting the old, loved image (something dogs love), to a new doggie parenting style (something owners love giving dogs).
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““Thanks, but we just Thanks, but we just wanted to know if it wanted to know if it
was the bits.was the bits.””
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It’s easy to talk about lean.
It’s hard to be lean.Google
#Firestarters: Agile Planning
Google #Firestarters: Agile Planning
Do Agencies Need to Think Like
Software Companies?
Do Agencies Need to Think Like
Software Companies?
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Principles of Lean Start-ups (for Ad Agencies)
Assume the client briefs are hypotheses to be tested.
Continuous customer interaction - with both client & consumer.
Establish clear goals for the campaign from day one.
Start simple, and then iterate on successes and learn from failures.
Create right-sized, integrated teams, provide the right resources & tools as they are needed, and keep score with vendors & partners.
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Thank you,
@farrahbostic