Posts Tagged ‘themes’

Preparations are underway for the next great discussion about the state of marketing strategy. After a slightly-more-than-two-week hiatus to digest the thinking from the last session it is time to spin up the brains again. This time around, the session will be focused on exploring several themes that were distilled from the raw notes of the first session.

As with the last event, I am really looking forward to engaging in some great debate with some phenomenal minds. I highly recommend you follow those that are on Twitter: @douglasreid @markraheja @passitalong @michele_perras @b_co @johnnygagne. The others are not on Twitter yet, but should be soon. This thinking springs from their great minds and the series of events would not be possible without them.

In the continuing spirit of openness, here is some of the summary that was distilled from the raw notes of the last session. Note: it is still mental raw material and there are several more themes to come.
1. Problem formulation
-    Agencies have limited ways to formulate the problem
-    The relationship between uncertainty, fear and risk
-    We need to define failure differently

2. Canvas change
-    Disappearance of the blank canvas that traditional agencies have depended on
-    We now have a dynamic canvas
-    Channels are outpacing the agencies that are meant to feed them
-    Marketed at vs with
-    In a conversation
-    Engagement = journey thinking

3. Agency model
-    Trad agencies have limited ability to adapt or understand big ideas
-    Is there a way to educate the agencies?
-    Digital teams are leapfrogging traditional creative teams
-    Traditional teams are pushing back on digital
-    When there is a problem, they want to circle the wagons – don’t have a plan
-    A lack of integration with the trad agencies
-    Too many layers of bureaucracy
-    Too much short term thinking
Need to be:
-    Open – tech, engagement, process
-    Embrace – systems thinking and humanity
-    Legitimize experimentation
-    Outcome oriented
-    Proper reward systems

4. Strategist profile

What is it about digital that makes the role so strong
-    The platform and agile thinking
-    A sense of engagement and a journey
-    A better ability to adapt
-    Respect for the person you are communicating with, knowing who you are communicating with
-    Who is the story teller? Online, there is a storyteller
-    Identity needs to be severed from the tools of trade
-    Pure play digital works
-    Is it more about repertoire vs the channel you are in?
-    The transdisciplinarian
-    They live with flux, the ground does not stand still
-    Experimental, committed to take a chance
-    To overcome that which is seen as risk
-    What roles are good at orchestrating chaos?

Profile
-    skills to adapt
-    ability to frame problems
-    embracing irrationality
-    focus on outcomes
-    defines failure differently
-    more agnosticism at a low levels in an org





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