As we move into the digitally connected age, progressive brands are moving digital beyond the marketing team and into the boardroom. With the growth of Labs programmes, Accelerators and Lean products, many agencies digital offerings are looking increasingly irrelevant. We’ll look at the trends, tools and models that agencies can use to maintain their role as a trusted strategic partner.

1. Why are agencies
struggling to drive digital
business strategy?
IPA Strategy Group 11/3/2014
@iancrocombe

2. You’ll be amazed what I’m
about to tell you about the
future of your clients
digital business
(upworthy version)

3. Three formative experiences
Planning Director
AKQA
VP Innovation
American Express
CSO
POSSIBLE

4. Context

7. 1995 2000 2005 2010 2015
ACCESS INFORMATION EXPRESSION CONVERSATION CONTEXT
CONNECTING
PEOPLE
CONNECTING
PRODUCTS
CONNECTING
EMOTION
CONNECTING
INFORMATION
CONNECTING
COMPUTERS
We are leaving the age of conversation

8. Entering the age of context

9. Marketing focus

10. Digital offering from agencies isn’t evolving
2004
banners
search
websites
2014
content
performance
platforms

11. Digital traits of
leading businesses

12. Story factories for content
Native creators Newsrooms

13. Internal Labs programmes
American Express International Labs Walmart Labs

14. External accelerators
“Most accelerators provide a stipend or small seed investment, mentoring, and workspace and professional services
in exchange for an equity stake in the company. Typically the equity investment is around $25,000 and the equity
stake is roughly 6 percent” Techcrunch report on http://yael-hochberg.com/rankings.htm
Barclays Accelerator John Lewis Accelerator

15. Lean Products : new process

16. Lean Canvas & Entrepreneurial Management

17. Digital Strategy
summary

18. Develop a more valuable offering
THE CENTRE OF THE MARKET IS CROWDED AND LOW MARGIN,
BRANDS CAN DO “DIGITAL BASICS” IN-HOUSE
“Front of the train is less crowded” Russell Davies, 2007

19. Three focus areas for digital leaders
Business Strategy
- Understand the business drivers, threats and adjacencies
- Engage the startup community: Partner / Acquire / Destroy
Organisational Strategy
- Digital management consulting
- Rewiring the business 70 / 20 / 10
Marketing Strategy
- Ecosystems: challenger mindset, iterate ahead
- Content: native formats, makers & influencers

20. thank you
Digital Strategy Consultant
@iancrocombe
icrocombe@gmail.com
00 44 7932 00 41 01