Lauren Port, Innovation Group Manager, went to the first session of #AWEurope this morning. Here’s what it was about:
I kicked off my first visit to Advertising Week with a session called Innovation.Media, a panel discussion including our very own Chief Innovation Officer Frances Ralston-Good. The panel discussed innovation in detail, from defining it, debating when it’s useful and when it’s not. A few snippets I pulled out:
What is it?
Everyone agreed it means different things:
– Innovation is an agency tool to get ahead
– It provides a platform for a test and learn approach
– People are looking for different shapes and size of innovation – one man’s partnership with a tech start-up is another man’s TV plan with a couple of efficiencies
How should it be used?
– The panel agreed it’s important to make it part of your company’s culture, so people don’t think ‘that’s not part of my job’
– Clients don’t want cool stuff for the sake of it, it must be related to their business issues
– What success looks like must be defined at the beginning
– To that end, it must be scalable
Is it always something new?
– Sometimes the best new ideas are a fusion of two old ones
– Sometimes the benefit is seen by tweaking existing ideas ever so slightly (referencing Dave Brailsford’s work with the UK cycling team)
– Sometimes they already exist but need elevating to a more public arena
Moving towards collaboration
– Can media owners, agencies and clients share the risk equally?
– Will a payment on results method ever deliver the best ways of working?
Overall it was a thought provoking session which got me thinking about the way innovation is perceived by clients, within agencies and by media owners. More good stuff to come I hope!