Gorillas & Unicorns: Unlocking brand growth through technology collaboration Benni Lickfett – Head of Technology & Innovation, Europe
HI! I! I I AM BENNI. I I WORK AT DIA DIAGEO.
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A CONFESSION… “WE ARE A 800 - POUND GORILLA LIVING IN A UNICORN WORLD” DANA ANDERSON, CMO, MONDELEZ, 4
INCREASINGLY RAPID SPEED OF CHANGE Categories get established, status-quo disrupted and consumer behaviours change Snapchat 220MM
ENTER THE ERA: DIGITAL DARWINISM “ This is a time of digital Darwinism — an era “T he beauty of our industry is that we where technology and society are evolving faster will always own the hotel rooms ” than businesses can naturally adapt. This sets the Hilton CEO -2010 Leading Hotel Group CEO - 2010 stage for a new era of leadership, a new generation of business models, charging behind a mantra of “ adapt or die. ”’ Brian Solis Principal Analyst at Altimeter Group Notes 6
SO HOW DO YOU TACKLE IT? BUT IT AIN’T THAT EASY
THE FUTURE IS ALREADY HERE, IT JUST HAS NOT BEEN SCALED YET
A WORD ON INNOVATION…. THE PROBLEM IS THAT PREDICTING WHAT WILL SCALE (AND WHEN) IS A DIFFICULT BUSINESS
RAPID EXPERIMENTATION EATS INNOVATION STRATEGY FOR BREAKFAST
THINK BIG, START SMALL, SCALE FAST: GATE PROCESS AND METERED FUNDING
THAT’S WHY COLLABORATING WITH (BABY) UNICORNS IS KEY Single-minded focus Scale Agility (ability to pivot) Resources Lean set-up Credibility Bravery Reach Speed Stability Bootstrapping Expertise Planning Expertise
GORILLA + UNICORN UTLIMATE CORPORATE CHECKLIST START WITH A BUSINESS DON’T OUTSOURCE THE PROBLEM, NOT A TECHNOLOGY LEARNINGS HELP THEM NAVIGATE DON’T TREAT THEM LIKE YOUR ORGANISATION AN AGENCY ASSESS FOR SCALABILTY CLEARLY DEFINE WHAT NOT SCALE SUCCESS LOOKS LIKE VIEW IT AS A WIN-WIN HAVE A POST-PILOT PLAN BE TRANSPARENT IDENTIFY RESOURCES & HONEST AND NEEDS EARLY ON BRIDGE SILOS KEEP FOCUS
START WITH SOMETHING THAT’S BROKEN
KEEP IT LEAN 15
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BRIDGE SILOS
A word on agencies…. SOME THOUGHTS FOR AGENCIES 1) CLIENTS EXPECT YOU TO BE ON TOP OF THIS (ESPECIALLY AFTER THE PITCH) IN A WAY THAT ADS MORE VALUE THAN THEATRE 2) TEST & LEARN REQUIRES TRANSPARENCY – AND A TRUST BASED RELATIONSHIP 3) CORPORATES DON’T EXPECT YOU TO SELL AI – ONLY DO IF YOU HAVE A PHD DATA SCIENTIST
Some advice for the Start- Ups…. SOME THOUGHTS FOR START-UPS 1) DON’T SELL THE DIGITAL SWISS POCKET KNIFE – MAKE IT EASY TO GET TO YES 2) CORPORATE CLOCKS TICK DIFFERENTLY – YOU WON’T BE ABLE TO CHANGE THAT 3) BUILD A NETWORK OF CORPORATE INFLUENCERS AND CHAMPIONS
QUESTIONS???
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