Why are agencies struggling to drive digital

business strategy?

IPA Strategy Group 11/3/2014 @iancrocombe

You’ll be amazed what I’m about to tell you about the

future of your clients digital business

(upworthy version)

Three formative experiences

Planning Director AKQA

VP InnovationAmerican Express

CSO POSSIBLE

Context

1995 2000 2005 2010 2015

ACCESS INFORMATION EXPRESSION CONVERSATION CONTEXT

CONNECTING PEOPLE

CONNECTINGPRODUCTS

CONNECTING EMOTION

CONNECTING INFORMATION

CONNECTING COMPUTERS

We are leaving the age of conversation

Entering the age of context

Marketing focus

Digital offering from agencies isn’t evolving

2004

banners

search

websites

2014

content

performance

platforms

Digital traits of leading businesses

Story factories for content

Native creators Newsrooms

Internal Labs programmes

American Express International Labs Walmart Labs

External accelerators

“Most accelerators provide a stipend or small seed investment, mentoring, and workspace and professional services in exchange for an equity stake in the company. Typically the equity investment is around $25,000 and the equity stake is roughly 6 percent” Techcrunch report on http://yael-hochberg.com/rankings.htm

Barclays Accelerator John Lewis Accelerator

Lean Products : new process

Lean Canvas & Entrepreneurial Management

Digital Strategy summary

Develop a more valuable offering

THE CENTRE OF THE MARKET IS CROWDED AND LOW MARGIN,

BRANDS CAN DO “DIGITAL BASICS” IN-HOUSE

“Front of the train is less crowded” Russell Davies, 2007

Three focus areas for digital leadersBusiness Strategy- Understand the business drivers, threats and adjacencies- Engage the startup community: Partner / Acquire / Destroy

Organisational Strategy- Digital management consulting- Rewiring the business 70 / 20 / 10

Marketing Strategy- Ecosystems: challenger mindset, iterate ahead- Content: native formats, makers & influencers

thank you

Digital Strategy Consultant

@iancrocombeicrocombe@gmail.com 00 44 7932 00 41 01