Rob Dreblow, WFA: How can brands and start-ups make collaboration more effective? @ ad:tech 2016

Multinational brands & startups
Ad:tech London. November 2016

wfanet.org @wfamarketers
How do you get a speedboat and an ocean liner to co-exist?

63%
88%
60%
80%
Big brands can adapt to working with
small startups
Most brands aren’t quite sure where,
how and what the startup engagement
will actually look like, or be
Source: WFA & ad:tech online survey. October 2016. Base: 35 companies (brands & startups combined)

“We’ve found 95% of
our deals have come
from contacting brands
directly. We have had
countless conversations
and meetings with
agencies but deals rarely
materialise.”
Startup respondent
How have you engaged with brands/ startups?
39%
46%
48%
78%
Via an independent intermediary
e.g. Hoxton Mix
Via an agency intermediary e.g.
Ogilvy Labs
Via a client intermediary/program
e.g. Unilever’s Foundry
We seek them out directly
Yes, we do this No, but plan to start No and no plans to

53%
35%
18%
40%
10%
60%
Lack of speed and agility
within the (brand's)
business
Working through (the
brand's) procurement
processes
Extended payment terms
Major barriers on the client-side?

Major barriers with startups?
24%
53%
47%
10%
30%
10%
Inability to communicate
with/ understand what
brands need
Keeping projects on track
e.g. lack of focus/
attention
How to scale the solution
after a pilot e.g. across
multiple markets

Alignment on how to fix it…
What have you found to be helpful or effective at improving outcomes from working with brands/ startups?
0% 20% 40% 60% 80% 100%
Being crystal clear on your objectives / the problem you are
trying to solve
Common goals/metrics/KPI
Very effective Somewhat effective Not at all effective
“Brands who simply
rush into hackathons
with no objectives
waste their money”
Startup respondent
“Effective start-up
engagement is linked
to specific business
objectives”
Brand respondent
“Start from a business
brief/need rather than from a
technology opportunity”
Brand respondent

How to fix it: clarity on process
0% 20% 40% 60% 80% 100%
Clear R&R for all stakeholders from Compliance/Legal through
to Marketing/Procurement and including AORs across divisions
and functions
Clearly defined timeline and deliverables or ‘gates’
Very effective Somewhat effective Not at all effective
“A big (client) barrier is having multiple
processes that are run by different internal
stakeholders in conjunction, rather than
having one integrated approach.”
Brand respondent

Consider

1. Be focused on your core strengths
2. But truly understand the brand’s
business objectives and how you fit
within those
3. Find a way to embrace process –
perhaps by leveraging an intermediary
4. When working with global brands,
define a means of demonstrating how
your solution can be scaled
“…the largest mistake a startup
can make is to dilute their
resources so that everything is
mediocre rather than being the
best in their core offering.”
Brand respondent
“We look for a clear road map
for where their offering/service is
headed towards and track
record of progress/improvement
of their company since
foundation”
Brand respondent

1. Be open and embrace a culture of risk
2. But for tech’s sake... Answer a specific business
need/ objective
3. Create long term relationships. Start-ups will be more
reactive and progressive, in order to achieve your
goals, but that needs time.
4. Integration is key: define role sort, not least between
global, regional and local to avoid duplication
5. Get your ducks in a row first: communication,
structure and budget
“Jump in and start kissing
frogs: even the 15 minute call with
a company that is not immediately
relevant helps build a picture of
what's happening and subject
expertise.”
Startup respondent
“Ineffectiveness comes
from low staffing on [the
brand] side to filter
opportunities and maintain
fast engagement with
startups”.
Brand respondent

Biggest benefits derived from working with startups?

Multinational brands working with startups
Ad:tech London. November 2016

Rob Dreblow, WFA: How can brands and start-ups make collaboration more effective? @ ad:tech 2016

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Destaque

Destaque (17)

Semelhante a Rob Dreblow, WFA: How can brands and start-ups make collaboration more effective? @ ad:tech 2016

Semelhante a Rob Dreblow, WFA: How can brands and start-ups make collaboration more effective? @ ad:tech 2016 (20)

Mais de ad:tech London, MMS & iMedia

Mais de ad:tech London, MMS & iMedia (11)

Último

Último (20)

Rob Dreblow, WFA: How can brands and start-ups make collaboration more effective? @ ad:tech 2016

Notas do Editor