MANAGING MEDIA IN A

CLIMATE OF CHANGE FAITH LIKE POTATOES

KEEPING THE

FAITH

A REMINDER OF HOW POTATOES ARE PLANTED

Get The Seeds Prepare The Soil Plant The Potatoes

Care For The Plants Harvest Your Potatoes

1 2 3

4 5

SHIFTING THE

PARADIGM

A group of scientists placed 5 monkeys in a cage and

in the middle, a ladder with bananas on the top.

Every time a monkey went up the ladder, the scientists

soaked the rest of the monkeys with cold water.

After a while, every time a monkey went up the ladder,

the others beat up the one on the ladder.

After some time, no monkey dare to go up

the ladder regardless of the temptation.

Scientists then decided to substitute one of the monkeys.

The 1st

thing this new monkey did was to go up the ladder.

Immediately the other monkeys beat him up.

After several beatings, the

new member learned not to

climb the ladder even though

never knew why.

A 2nd

monkey was substituted and the same occurred. The 1st

monkey participated on the beating for the 2nd

monkey. A 3rd

monkey was changed and the same was repeated (beating). The

4th

was substituted and the beating was repeated and finally the 5th

monkey was replaced.

What was left was a group of 5 monkeys that even

though never received a cold shower, continued to beat

up any monkey who attempted to climb the ladder.

If it was possible to ask the monkeys why they would

beat up all those who attempted to go up the ladder…..

I bet you the answer would be….

“I don’t know – that’s how things are done around here”

Does it sounds familiar?

“An entire constellation of beliefs, values and

techniques, and so on, shared by the members

of a given community”

Thomas Kuhn in his book The Structure of

Scientific Revolutions

Paradigm

THE EXISTING PARADIGM: THE LAST LEG

• “The dumping ground”

• “Only required after creative work has

been done”

• “Where’s my media schedule?”

• “The fall guy when heads need to roll”

THE NEW PARADIGM: INNOVATE OR DIE!

• “A digital world has changed the game”

• “ATL vs BTL arguments have been replaced by TTL so effectively, there is no line!”

• “Emergence of new media due to change in lifestyle of consumers”

• “Effective use of the media department or agency therefore requires a change from the Last leg Paradigm to that of Innovate or Die!”

SHIFTING

GEARS

SUMMARY OF THE SITUATION:

TROUBLED WATERS

IMPERATIVE: EITHER WE FIND A PATH OR WE MAKE

ONE

THE OPPORTUNITY

TIME TO SEEK UNCHARTED TERRITORIES

MORE THAN THE NAME ON THE DOOR

REDEFINE THE MEDIA BUSINESS AND BEST OF GLOCAL*

*GLOCAL = Best of Global + Local

Manageme

nt Of

Integration

Value

Delivery

Relationshi

p/

Partnershi

p

Strength of

Digital

Comm

Strategy

1 5 4 3 2

Innovation

6

+

Hygiene Factors

Hygiene

Factors

Differentiators

Advantages in the past have become par for the

course...

We need to have two big advantages over competitors

1. Depth and strength of our digital offering

2. A group structure that is uniquely structured to

form the basis of an integrated solution for clients

MORE THAN THE NAME ON THE DOOR

REDEFINE THE MEDIA BUSINESS AND BEST OF GLOCAL*

TRANSFORMATION

WALKING THE

FAITH

MYTH IT’S A LONG JOURNEY; NO QUICK FIXES

IT’S SIMPLE MATHS

BE INSPIRED

UBUNTU: TOGETHER, OR NOT AT ALL

UBUNTU: TOGETHER, OR NOT AT ALL

UBUNTU: TOGETHER, OR NOT AT ALL

UBUNTU: TOGETHER, OR NOT

AT ALL

THANK YOU