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Robin Bonn
Business Development Director
              Code Worldwide
    Academy of Marketing Conference
                        4th July 2012
“I feel more like a CIO than a
    CMO! I have marketing
 automation, CRM, listening
    platforms – I’m up to my
   eyeballs in technology...”
              From Stretched to Strengthened, IBM Global CMO Study 2011
Tech is a creative discipline
Why do we need
   Creative
Technologists?
The world is changing
Linear journey…




 ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
…clear roles




                             //




Agency                                                  Marketing

         ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
Non-linear, shades of grey
Google it
Visit website
Follow on Twitter
Check out competitors
Read reviews
Discuss with friends
Check online communities
Comparison / aggregators

                ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
So where does
this leave us?
“It’s like I’m standing under a
          cloud of baseballs,
they’re all dropping on me – and
             I don’t know
        which one to catch.”
                         Hyper Island student
How Code can help
Clients aren’t prepared




    From Stretched to Strengthened, IBM Global CMO Study 2011
“By 2015, 35% of enterprise IT
expenditures will be managed
 outside of the IT department's
            budget…

CMOs may end up having larger
   IT budgets than CIOs”
       Top Predictions for IT Organizations and Users for 2012 and Beyond, Gartner, Dec 2011
Client skills
are changing
The collision of
IT and Marketing
“IT is the
                                                                           department of ‘no’”
“Marketing is
spin”                                                                          “IT doesn’t speak
                                                                                     marketing’s
“Marketers don’t                                                                      language”
care about
integration”                                                                          “IT doesn’t
                                                                                  understand the
                                                                                  need for speed”

                                                                            “IT isn’t concerned
                                                                            with the customer”



            Mastering Customer Data – A CIO Imperative, Forrester Research July 2011
Marketing                          IT




            Little understand of
            each other’s needs
Marketing
Marketing   Technology   IT
               office
Marketing
Marketing                 Technology                   IT
                             office




  Collaborative – unite Marketing and Technology strategies
  Experts – fluent in Tech and Brand
  Agile – and scalable
  Love Big Data – to fuel insight and action
  Obsessive about the ‘glue’ – APIs and integration
What does that
 mean for the
Agency’s skills?
Marketing                IT




             Product
  Agencies   vendors
                       Consultants
Marketing
Marketing    Technology               IT
                office




                          Product
  Agencies                vendors
                                    Consultants
MOBILE MARKETING                       MOBILE APPS                     GAMING/FACEBOOK APPS       CREATIVE TOOLS     DIGITAL ASSET MANAGEMENT



TARGETING        DISPLAY AD            E-COMMERCE                                                 PERSONALIZATION    LOYALTY MANAGEMENT
                 MANAGEMENT


                                       VIRTUAL EVENTS         VIDEO CONTENT     APIs              EVENT MANAGEMENT        CALL TRACKING


CREATIVE
OPTIMIZATION    VIDEO AD MANAGEMENT    SEO TOOLS        CORE WEBSITE          CUSTOM WEB APPS                                 CRM
                                                                                                  MARKETING AUTOMATION



SEARCH AD MANAGEMENT
                                                                              WIDGETS/PLUG-INS


                                                                                                                              SALES AUTOMATION

SOCIAL MEDIA AD MANAGEMENT
                                                        LANDING PAGES BLOGS         COMMUNITIES   EMAIL MARKETING
                                                        & MICROSITES

                                                                                                                              CUSTOM DATABASES
SOCIAL MEDIA MARKETING MANAGEMENT




                                                       WEB TESTING & OPTIMIZATION                 BUSINESS INTELLIGENCE



SOCIAL MEDIA ANALYTICS                 WEB ANALYTICS                                CUSTOMER ANALYTICS       MARKETING RESOURCE MANAGEMENT



MULTI-CHANNEL MARKETNG MANAGEMENT      INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT AGILE/PROJECT MANAGEMENT



  External Promotion          Customer Experience          Marketing Management



                                        by Scott Brinker @chiefmartec http://www.chiefmartec.com
Marketing Technology
Marketing            office
                                          IT




              Creative Technology
                     partner




                               Product
  Agencies                     vendors
                                         Consultants
• Platforms not campaigns
• Enterprise-level Marketing Technology architectures
• Continuous improvement and monetisation
“We'd better prepare
ourselves for the day when
 we engage just as much
 with CTOs as we do with
         CMOs.”
                Sir Martin Sorrell, CEO WPP 12th April 2012
Meanwhile,
over on the Client
      side…
Why is this big
  news for
 Agencies?
CREATIVE

TECHNOLOGY
CREATIVE
   TECHNOLOGY

TECHNOLOGY
  THAT’S CREATIVE
You can’t talk about
      creativity
      without
   talking about
     technology
What Clients are asking for

• The brief

• IMAGE




 Technology changes the
         brief
Brief: more music on the go
Finding Creative Technologists
Smart
 Curious
Ambitious
Tech-savvy
  Creative
Collaborative
Thank you

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The Geeks shall Inherit the Earth - Academy of Marketing 4th July 2012

  • 1. Robin Bonn Business Development Director Code Worldwide Academy of Marketing Conference 4th July 2012
  • 2. “I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms – I’m up to my eyeballs in technology...” From Stretched to Strengthened, IBM Global CMO Study 2011
  • 3. Tech is a creative discipline
  • 4.
  • 5. Why do we need Creative Technologists?
  • 6. The world is changing
  • 7. Linear journey… ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  • 8. …clear roles // Agency Marketing ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  • 9. Non-linear, shades of grey Google it Visit website Follow on Twitter Check out competitors Read reviews Discuss with friends Check online communities Comparison / aggregators ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  • 10. So where does this leave us?
  • 11. “It’s like I’m standing under a cloud of baseballs, they’re all dropping on me – and I don’t know which one to catch.” Hyper Island student How Code can help
  • 12. Clients aren’t prepared From Stretched to Strengthened, IBM Global CMO Study 2011
  • 13. “By 2015, 35% of enterprise IT expenditures will be managed outside of the IT department's budget… CMOs may end up having larger IT budgets than CIOs” Top Predictions for IT Organizations and Users for 2012 and Beyond, Gartner, Dec 2011
  • 15. The collision of IT and Marketing
  • 16. “IT is the department of ‘no’” “Marketing is spin” “IT doesn’t speak marketing’s “Marketers don’t language” care about integration” “IT doesn’t understand the need for speed” “IT isn’t concerned with the customer” Mastering Customer Data – A CIO Imperative, Forrester Research July 2011
  • 17. Marketing IT Little understand of each other’s needs
  • 18. Marketing Marketing Technology IT office
  • 19. Marketing Marketing Technology IT office  Collaborative – unite Marketing and Technology strategies  Experts – fluent in Tech and Brand  Agile – and scalable  Love Big Data – to fuel insight and action  Obsessive about the ‘glue’ – APIs and integration
  • 20. What does that mean for the Agency’s skills?
  • 21. Marketing IT Product Agencies vendors Consultants
  • 22. Marketing Marketing Technology IT office Product Agencies vendors Consultants
  • 23. MOBILE MARKETING MOBILE APPS GAMING/FACEBOOK APPS CREATIVE TOOLS DIGITAL ASSET MANAGEMENT TARGETING DISPLAY AD E-COMMERCE PERSONALIZATION LOYALTY MANAGEMENT MANAGEMENT VIRTUAL EVENTS VIDEO CONTENT APIs EVENT MANAGEMENT CALL TRACKING CREATIVE OPTIMIZATION VIDEO AD MANAGEMENT SEO TOOLS CORE WEBSITE CUSTOM WEB APPS CRM MARKETING AUTOMATION SEARCH AD MANAGEMENT WIDGETS/PLUG-INS SALES AUTOMATION SOCIAL MEDIA AD MANAGEMENT LANDING PAGES BLOGS COMMUNITIES EMAIL MARKETING & MICROSITES CUSTOM DATABASES SOCIAL MEDIA MARKETING MANAGEMENT WEB TESTING & OPTIMIZATION BUSINESS INTELLIGENCE SOCIAL MEDIA ANALYTICS WEB ANALYTICS CUSTOMER ANALYTICS MARKETING RESOURCE MANAGEMENT MULTI-CHANNEL MARKETNG MANAGEMENT INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT AGILE/PROJECT MANAGEMENT External Promotion Customer Experience Marketing Management by Scott Brinker @chiefmartec http://www.chiefmartec.com
  • 24. Marketing Technology Marketing office IT Creative Technology partner Product Agencies vendors Consultants
  • 25. • Platforms not campaigns • Enterprise-level Marketing Technology architectures • Continuous improvement and monetisation
  • 26. “We'd better prepare ourselves for the day when we engage just as much with CTOs as we do with CMOs.” Sir Martin Sorrell, CEO WPP 12th April 2012
  • 27. Meanwhile, over on the Client side…
  • 28.
  • 29.
  • 30.
  • 31. Why is this big news for Agencies?
  • 32.
  • 34. CREATIVE TECHNOLOGY TECHNOLOGY THAT’S CREATIVE
  • 35. You can’t talk about creativity without talking about technology
  • 36. What Clients are asking for • The brief • IMAGE Technology changes the brief
  • 37. Brief: more music on the go
  • 38.
  • 39.
  • 43.

Notas del editor

  1. I’m here to make the case for a new set of skills – the big-thinking geeks; the Creative Technologists. People who can bridge the gap between Creativity and Technology.
  2. This can be read optimistically or pessimistically – so be scared or be excited… that’s why we need Creative Technologists, to exploit the changing world
  3. As per the IPA’s Creative Pioneers initiative – these new skillsets come from anywhere. It’s not right or left brain, boy or girl, geek or not.
  4. In fact, I’m living proof that it’s not either/or – I started in tech, went to ‘traditional’ agencies, then firmly digital, and now at Code, a creative technology agency, with a foot in both camps.
  5. Why am I asking you to help create these people – these geeks who will inherit the earth?
  6. Because the tech-powered changes in marketing have huge implications –for both Clients and Agencies, and the people who work there
  7. The world used to be simple
  8. With simple black and white roles and responsibilities for clients and agencies
  9. But of course now it’s a very different marketing landscape
  10. Are we excited… orWorried? Unprepared? Unemployed?
  11. Clients are confused and intimidated by the pace of change in Marketing Technology
  12. They’re not ready for the continuing tide of complexity that shows no sign of abating
  13. CMOs need to be ready.
  14. Client skills are having to change – but what does that look like?
  15. This is effectively a coming together of the CIO and CMO, of IT and Marketing.
  16. Fair to say there’s some cultural friction…
  17. The old world…
  18. …has given way to a new world where Forrester recommends a department dedicated to Marketing technology (Code call it ‘Creative Technology’ – which sounds a bit sexier – but same difference).
  19. And what are these Marketing Technologists good at?
  20. So how do these Client-side changes affect Agencies?
  21. It used to be that Marketing bought from agencies. And IT bought from vendors and Consultants like Accenture.
  22. But what now, with this new department with new requirements? Who services them? Do the agencies have the tech nous? And do the IT consultants have enough of an appreciation of the creative process?
  23. And more to the point, can anyone not working in Marketing Technology 24/7 credibly claim to be on top of the complexity of the market?
  24. That’s why we’re seeing a new breed of Agency – the Creative Technology agency. They get creativity, they get scalable enterprise architecture and they can help clients navigate the vendor marketplace.
  25. The Creative Technology agency delivers scalable, repeatable, optimizable, marketing platforms.
  26. When WPP say this, you can be sure this is happening now. We’re at a tipping point. That’s why talent is such a hot issue right now.
  27. So while agencies are worrying about their models, clients are getting on with embracing technology.
  28. Here’s a case in point – out platform for Citroen automates the production of their marketing. We takeCreative concepts from the ad agency and enable local marketers to adapt, deploy and optimise them, all in 2 minutes.
  29. Before I show you a demo… bear in mind the brief here – actually it started out as a brand compliance problem (help us to ensure our local marketing is brand and legal compliant). But because of the power of technology, it changed to a digital transformationbrief where we enable local car dealers (who are, in fact, often quite a lot like Swiss Toni) to behave like trained, strategic marketers.
  30. DEMO
  31. Providing platforms like this to their clients changes the agency’s commercial model – they can start making money from licensing, or they can lose studio revenue when a competitor shows the client the technology first. It’s evolve or die.
  32. Here’s a case in point – a big hurrah for TBWA… followed by the minor afterthought of all that global delivery revenue going somewhere else. Frightening stuff for big ad agencies. Particularly because it’s a change that many aren’t ready for…
  33. We can sum up Agencies’ failure to embrace change – many think Creative Technology is simply a bit of flash or an iPhone app here and there.
  34. But the reality is that, for many, ‘Creative’ means ‘advertising’. So it’s tech that makes ads better. They’re missing the entrepreneurial power of technology. For us, Creative Technology is far broader – it’s simply technology that’s clever, innovative and business-changing. The traditional small-c definition of creativity.
  35. Just look around you – creative businesses are embracing technology in far more pervasive ways than simply in marketing.
  36. This ability to see technology as a force for change is the last theme I want to cover. If you let it, technology reframeswhat success looks like – it changes the brief, providing new contexts and new goals
  37. The Walkman was an amazing innovation, enabled by technology. But without advances in the size, weight and cost of components like memory, the evolutionary brief of ‘more music on the go’ would’ve been limited by the blinkers of current constraints – so maybe we’d have got longer or lighter cassettes, or a clever batman utility belt for carrying them.
  38. These changes in technology allowed designers to revisit an old problem – “there has to be a better way” they thought. And the iPod was born and the music industry transformed.
  39. It’s this redefining of the brief that characterises the Creative Technologist. Whether it’s Citroen dealers redefining marketing at a fraction of the cost or Apple putting your CD collection in your pocket. Tech reframes the brief – it changes the perception of what’s possible.
  40. Who are these people who can take a Tech-powered leap of imagination? I can tell you what I think the market needs…
  41. Well, this shouldn’t be too hard, some pretty typical skills… Plus they’re not necessarily geeks, and not not geeks; extrovert/introvert; boy/girl
  42. These are hardly a stretch either.Although tech savvy could be taking-apart-your-ipod-and-soldering-it-back-together geekiness, or it could simply be a passion for gadgets and the changes they make to people’s lives.Creative is the traditional definition, rememberAnd collaboration is the key – bringing in multiple disciplines, particularly in the Marketing context.
  43. Lastly, the Creative Technologist needs the passion to lead, to evangelise, to convinceothers and bring them on a journey.
  44. That was what I think the market needs – now it’s up to you to identify and developthese Creative Technologists, these geeks who will indeed inherit the earth.