staying ahead

Staying ahead

Friday, February 18, 2011

In transformative markets incumbents rarely survive.


Marketers will become less dependent on advertising and messages.

from social innovation to leveraging the network effect


Brands will focus on more ways to beinteresting, relevant and useful.

from tools and tactics to platforms


The future of narratives will be networked storytelling.

How the digital generation is remaking Hollywood. Madison Avenue, and the way we tell stories.


Real time will become the new ordinary.

source: PSFK


A generation of talent with different expectations.


We have lots of new competitors.


The new skills that agencies will need:

design thinking modern collaboration #buildshitt-shaped talent


better digital strategy (able to inform what we build/why)

deeper digital talent (creative, conceptual, tech-savvy)

more t-shaped people (broader perspective)

faster adoption of new approaches and technologies

Incremental improvement


Short term mindset

Focus on existing clients

Obsession with rivals and other agencies (vs new competitors)

Leverage existing competencies rather than develop new ones

Obstacles to innovation


manage the present forget the past invent the future

box 1

box 2 box 3

A path to innovation


box 3

avoid linear thinking

seed new company

insurance for future

new learning

new offering to clients

recruitment leverage

career opportunities

buzz and attention

proof of innovation

competitive advantage


staying ahead

Business