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Google firestarters 8 - agency innovation
1. My contribution to the Agency Innovation Debate at Google Firestarters 8, including
some notes and voiceover
2. mapping media innovation
Unlike some of today’s speakers, I’m not responsible for
changing the agency model or process. I’m a planner, so I
wanted to think about how a planner’s role as the person
responsible for keeping abreast of culture, technology and
change can apply inspire practical innovation in what an
agency makes. My job involves a lot of making media, and I
wondered how the process of making things overlaps with the
challenges we’ve heard about for innovation folk in agencies
3. hypothesis
the role of innovation in
agencies is to keep up with
research and technology
going on outside them
Translating learning from outside our industry to make it useful inside.
But not just useful, also to make it commercially valuable.
This means two things: externally, it means pretending to be the smartest
person in the room so that clients pay for your time, and internally, it’s trying to
bring people along with you so that your insight changes something
4. innovation in agencies
So the role of innovation in agencies is contradictory. It means using lots of
conceptual thinking from other categories, and simplifying it so that it can be
used by people who don’t have the time to read it
This is natural ground for media agencies, where innovation is powered by
tech and media companies rather than by their own process
5. innovation in media
FEW MANY
Media has changed a bit. You might of
noticed……
And rather than focusing on all the ever
increasing pace of change, I wanted to think a
little bit about what the nature of media teaches
us about navigating change, and how to bring
people along on a journey
6. what are media?
”Media: Oil on Canvas"
The nature of media?
Not the stuff we obsess over,
but what does it mean to
intermediate something?
Look at the wall of an art
gallery. There’s a little sign
telling you that the media
used are oil and canvas.
And by looking at what is left
when you remove the oil and
the canvas, you can see
what they were
intermediating
In this case, nothing physical
They are intermediating a
person's view of the world
and place in a culture
7. but why stop there…….
media: Faraday’s knowledge on metal
So how does this help us?
Michael Faraday discovered link
between electricity and
magnetism
His discovery was of little practical
use at the time, as it was just a
theory
He gave it practical application by
building the first electric motor
He intermediated his knowledge
This gave people access to his
work, without having to
understand his theory
The electric motor is a medium for
his knowledge
8. intermediating our knowledge
navigating through research and
technology requires a map
So as the people whose job it is to keep up with changing technologies and theories, how
can we do what Faraday did, and intermediate our knowledge, so that people can access it
whether or not they understand it? How can we navigate through cultural and
technological change to bring clients solutions rather than theories?
9. I’ve been trying to intermediate the knowledge that I think best helps us set direction
for brands
We’re in the business of changing behaviour. Too often, ‘innovation’ focuses on the
‘opportunity’ side of the equation. Opportunity moves at the speed of technology.
Human motivation is unchanged since evolutionary times. So intermediating
motivational insight from other places will likely have more long term value
we’re in the business of changing behaviour
behaviour =
motivation x opportunity
Moore’s LawDarwin’s Law
10. making a map to innovate by
So in this case, the knowledge we are intermediating is that of Mark Earls and
Daniel Kahnemann, on human decision making. Some of the most insightful
stuff you’ll find on motivation, but also counter intuitive to many marketers, and
to the way our industry works
11. media latitude & longitude
System 1
(subconscious)
System 2
(conscious)
Individual Learning
Social
Learning
So first, we need to grossly over-simplify some serious research
And since those books are about copying and remixing, with apologies to Mark I’ve
not just socially learnt his quadrants but I’ve also remixed them
12. how networks of people make decisions
Is IsDoes Does
Human
(adult)
Behavioural
Economics
Neo-
Classical
Economics
Human
(Infant)
People I know
People like me
Individual
choice
architecture
AIDA Marketing
People I want
to be like
System 1
(subconscious)
System 2
(conscious)
Individual
Learning
Social
Learning
Which gives some simple guiding principles about how people
make decisions
13. Highly visible social cues
So no need for rational
thought
Highly visible social cues
So no need for rational
thought
Category purchases define
how an individual portrays
themselves to the world –
their personal brand
Category purchases define
how an individual portrays
themselves to the world –
their personal brand
No social cues
Begrudging rational
thought
No social cues
Begrudging rational
thought
Few social cues, so
advertising offers a
substitute for actual
popularity
Few social cues, so
advertising offers a
substitute for actual
popularity
how people make category decisions
System 1 System 2
Individual Learning
Social
Learning
And then we can start to build in the potential for commercial
value, in thinking about the norms for brands within those sectors
15. navigating by the map to make media for brands
Media
Creation
Media
Distribution
Media
Optimisation
Media
Partnership
The brand is a part of the cultural
category it operates in, so product
news is inherently spreadable. Peers
are the key source of inspiration
High value purchases that define how a
user portrays herself to the world. Media
dramatises the brand lifestyle, and product
fans are a media channel.
Low frequency purchase, but in market for
short time: hence begrudging rational thought.
Low product differentiation. Experts are a key
source of influence, therefore are the media
that should be optimised.
High frequency, low value, habitual
purchases. Few category cues to copy, so
advertising is a proxy for actual popularity.
Low product interest/high category interest
means media should be made in partnership
with the things people do care about.
Which leaves some directions for brand behaviour – where you are, where you want to
get to, who can help, and in this example, for when we want to use the media we have
made to help guide what media we should make for our clients
But more importantly, which can be used by people whether or not they’ve read the
books they are intermediating.
Unlike some of today’s speakers, I’m not responsible for changing the agency model or process. I’m a planner, so I wanted to think about how a planner’s role as the person responsible for keeping abreast of culture, technology and change can apply inspire practical innovation in what an agency makes. My job involves a lot of making media, and I wondered how the process of making things overlaps with the challenges we’ ve heard about for innovation folk in agencies
Translating learning from outside our industry to make it useful inside. But not just useful, also to make it commercially valuable. This means two things: externally, it means pretending to be the smartest person in the room so that clients pay for your time, and internally, it’s trying to bring people along with you so that your insight changes something
So the role of innovation in agencies is contradictory. It means using lots of conceptual thinking from other categories, and simplifying it so that it can be used by people who don’t have the time to read it This is natural ground for media agencies, where innovation is powered by tech and media companies rather than by their own process
So, innovation in media Media has changed a bit. You might of noticed…… And rather than focusing on all the ever increasing pace of change, I wanted to think a little bit about what the nature of media teaches us about navigating change, and how to bring people along on a journey
The nature of media? Not the stuff we obsess over, but what does it mean to intermediate something? Look at the wall of an art gallery. There’s a little sign telling you that the media used are oil and canvas. And by looking at what is left when you remove the oil and the canvas, you can see what they were intermediating In this case, nothing physical They are intermediating a person's view of the world and place in a culture
So how does this help us? Michael Faraday discovered link between electricity and magnetism His discovery was of little practical use at the time, as it was just a theory He gave it practical application by building the first electric motor He intermediated his knowledge This gave people access to his work, without having to understand his theory The electric motor is a medium for his knowledge In this way, a hoover can be read as ‘Faraday’s knowledge on rubber and plastic’
So as the people whose job it is to keep up with changing technologies and theories, how can we do what Faraday did, and intermediate our knowledge, so that people can access to it? How can we navigate through cultural and technological change to bring clients solutions rather than theories?
I’ve been trying to intermediate the knowledge that I think best helps us set direction for brands We’re in the business of changing behaviour. Too often, ‘innovation’ focuses on the ‘opportunity’ side of the equation. Opportunity moves at the speed of technology. Human motivation is unchanged since evolutionary times. So intermediating motivational insight from other places will likely have more long term value
Mark Earls and Daniel Kahnemann’s work on human decision making. Some of the most insightful stuff you’ll find on motivation, but also counter intuitive to many marketers an to the way our industry works
So first, we need to grossly over-simplify some serious research And since one of those books is about copying and remixing, with apologies to Mark I’ve not just socially learnt his quadrants but I’ve also remixed them
Which gives some simple guiding principles about how people make decisions
And then we can start to build in the potential for commercial value, in thinking about the norms for brands within those sectors
And by intermediating some data too, we can map brands onto the grid. Which, going back to Faraday, is Mixed Media: Serious Research on category data and agency process
Which leaves some directions for brand behaviour – where you are, where you want to get to, who can help, and in this case for when we want to use the media we have made to help guide what media we should make for our clients But more importantly, which can be used by people whether or not they’ve read the books they are intermediating.