Download - How Ad Agencies Become Innovation Partners
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@saneel | #digidayDAS | digiday agency summit
AGENCY INNOVATION PARTNERS
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who am I?
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we offer incubator services
to brands
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DEFINING INNOVATION
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in·no·va·tionnoun \ˌi-nə-ˈvā-shən\
the introduction of something new-Merriam-Webster
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in·no·va·tionnoun \ˌi-nə-ˈvā-shən\
the introduction of something new [& relevant]-Merriam-Webster-Radia
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what’s relevant?
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vertical innovation
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lateral innovationlateral innovation
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lateral innovationlateral innovation
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THE AGENCY OPPORTUNITY
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brand-driven innovation
reward
risk
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VERTICAL INNOVATION
brand-driven innovation
• improve existing offerings • pursue a destination • realistically extrapolate ROI
reward
risk
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LATERAL INNOVATION
VERTICAL INNOVATION
brand-driven innovation
• improve existing offerings • pursue a destination • realistically extrapolate ROI
• create new offerings • venture into unknown • disproportionate ROI
reward
risk
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LATERAL INNOVATIONBRAND-LED
INNOVATION
VERTICAL INNOVATION
brand-driven innovation
• improve existing offerings • pursue a destination • realistically extrapolate ROI
• create new offerings • venture into unknown • disproportionate ROI
reward
risk
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{BRAND IMPACT}LATERAL INNOVATION
VERTICAL INNOVATION
brand-driven innovation
reward
risk
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tools of the craft
“who the hell is in charge, a bunch of accountants trying to make a dollar into a dollar ten?” -Don Draper
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brand-led exploration
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brand-led exploration + brand-mitigated risk
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brand-led exploration + brand-mitigated risk
+ financial expertise
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brand-led exploration + brand-mitigated risk
+ financial expertise = new & relevant opportunities
!
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brand-led exploration + brand-mitigated risk
+ financial expertise = new & relevant opportunities
!
= AGENCY INNOVATION PARTNERS
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@saneel | #digidayDAS | digiday agency summit
THANK YOU