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How Ad Agencies Become Innovation Partners
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Transcript of How Ad Agencies Become Innovation Partners
@saneel | #digidayDAS | digiday agency summit
AGENCY INNOVATION PARTNERS
who am I?
we offer incubator services
to brands
DEFINING INNOVATION
in·no·va·tionnoun \ˌi-nə-ˈvā-shən\
the introduction of something new-Merriam-Webster
in·no·va·tionnoun \ˌi-nə-ˈvā-shən\
the introduction of something new [& relevant]-Merriam-Webster-Radia
what’s relevant?
vertical innovation
lateral innovationlateral innovation
lateral innovationlateral innovation
THE AGENCY OPPORTUNITY
brand-driven innovation
reward
risk
VERTICAL INNOVATION
brand-driven innovation
• improve existing offerings • pursue a destination • realistically extrapolate ROI
reward
risk
LATERAL INNOVATION
VERTICAL INNOVATION
brand-driven innovation
• improve existing offerings • pursue a destination • realistically extrapolate ROI
• create new offerings • venture into unknown • disproportionate ROI
reward
risk
LATERAL INNOVATIONBRAND-LED
INNOVATION
VERTICAL INNOVATION
brand-driven innovation
• improve existing offerings • pursue a destination • realistically extrapolate ROI
• create new offerings • venture into unknown • disproportionate ROI
reward
risk
{BRAND IMPACT}LATERAL INNOVATION
VERTICAL INNOVATION
brand-driven innovation
reward
risk
tools of the craft
“who the hell is in charge, a bunch of accountants trying to make a dollar into a dollar ten?” -Don Draper
brand-led exploration
brand-led exploration + brand-mitigated risk
brand-led exploration + brand-mitigated risk
+ financial expertise
brand-led exploration + brand-mitigated risk
+ financial expertise = new & relevant opportunities
!
brand-led exploration + brand-mitigated risk
+ financial expertise = new & relevant opportunities
!
= AGENCY INNOVATION PARTNERS
@saneel | #digidayDAS | digiday agency summit
THANK YOU