Why You Should Hire Inventors...and How You Can Keep Them
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Remarkable products are the best ads, but inventing great products requires a new way of thinking in advertising — and a new breed of agency person. The inventors capable of making the products are hard to find, though, and sought after by startups and tech giants alike. How do you build the right team of inventors? How do you induct them into the world of advertising? And how do you create an invention culture that makes them want to stay? In this presentation given at Cannes Lions 2013, Deutsch LA CEO Mike Sheldon and CDO Winston Binch talk about the lessons we've learned—and are still learning.
Transcript of Why You Should Hire Inventors...and How You Can Keep Them
Hello,!
@winstonbinch!
Why you!should hire Inventors…!
and how you"keep them.!
The Internet is the !CB radio of the ‘90s. !" - Mike Sheldon, 1994!
Born in 1997"
490 people, 174 digital"
Full-service ad and digital agency"
“Agency of the Year” 10 Times"
Business problem!agnostic."
TRAD
ITIO
NAL
SOCIAL
DE
SIG
N
ANALYTIC
S
MULTI-CULTURAL
You may!know us!from this!stuff."
Why!Invention?"
!of American households!have DVRs.!
46%!
When.!Where.!How you want." Ad-Free."
It’s a!big leap."
Accept!pain.!"
Things break."
You have!to invest."
The!cultural!divide!is real."
“Digital people!aren’t conceptual.”"
“They treat me like an execution monkey.”"
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Who!are they?"
They come from!the Internet.!
"#$#%&!
Bud Cadell!
You need them more than they need you."
How do!you make!it work?"
Start here."
Hire a!CDO."
Be a tech company."
42
Creative TechnologyTECH DIRECTORS, ARCHITECTS, DEVELOPERS, AND ANIMATORS
06
Digital DesignSITE, MOBILE, AND APPLICATION DESIGN
10
Digital StudioFILE PREPARATION
02
Concept ProductionASSET AND CREATIVE TRAFFICKING
07
Experience DesignUX DESIGNERS AND INFORMATION ARCHITECTS
03InventionDIGITAL PLATFORM CREATIVES
25
Digital CreativeCONCEPTUAL CREATIVE AND WRITERS
28
Integrated Production, DigitalPROJECT MANAGERS
24
Account ManagementCLIENT SERVICE
11
Digital Media PlanningMEDIA BUYING AND PLANNING
08
Data Strategy/SEOIMPLEMENTATION AND ANALYSIS
06
Quality AssuranceSITE AND APPLICATION TESTING
Total: 174
02
Digital StrategyDIGITAL PLANNERS
Put tech!in creative."
Experiment !on the edges."
Make it easier to buy."
http://inventioni.st!
Get into the!education biz."
5% lift in FY13 sales "
1 in every 2 mentions!of the brand online is related to movies!
Most talked about popcorn brand on!the Internet!
Make stuff!for yourself.!"
Invite!everyone."
Take care!of them."
SideProject!Project"
Buy cool!toys."
Inspire!invention."
“Disrupt yourself before someone else comes along and does it.”"- Google!
Responsibly!Rogue."
Questions?"
Thank you."
