On Friday, May 31, 2013, OLC attended The Hatchery’s Friday Speaker Series with McCann Worldgroup for a talk on Innovation, Social, Tech and Working with Agencies. Mark Fallows gave the talk. Fallows is the EVP Creative Technology at McCann New York.
“I’ve been here six years at McCann and my focus is on digital tech in the creative space,” Fallows began. He revealed that his clients are mostly blue chip international companies. “We get to see an interesting range of clients.” He talked about how McCann deals with agile companies. He focused on the advertisement agencies’ past and present.
“McCann has been around for almost 100 years. It revolves around the saying, ‘Truth well told.’ It is a globally connected machine—a network. We have 306 offices, 19,000 employees, 4,000 clients in over 125 countries,” he said.
“In the 90s, it was pretty easy for advertising agencies. We controlled media channels. That age of abundance—the unlimited attention, desire, interests and sales made us suffer from the lack of scalable, repeatable, profitable machine. The internet caused utter fear in ad agencies. It’s been an age of scarcity of time and attention. We have to acknowledge that we have to drive the interaction in this time where we don’t control the show anymore,” he said.
Fallows explained that advertising agencies need new ideas to engage and connect. “Time is the new element,” he said, citing a quote from a scientist at Microsoft: “250 milliseconds is the new time for competitive advantage on the web. It’s the fourth dimension.”
“Time is precious,” he went on to say. “The marketplace is for the moment and there is digital urgency. We look for ideas that revolve around that,” Fallows revealed.
He listed disruptive innovation shifts as:
• Sequential and Simultaneous Used Multi-Screens: “Advertisers think of static screens, but it’s changing. We all have to start to learn to adapt,” Fallows said.
• Precision-Labor and Intent: “We have data to know what works and what doesn’t. We should be able to create products that works all the time.”
• Accelerating Lower-Level Automation: “We’re seeing ads that are self-placed by people’s interactions.”
• Interruptive to Native-Earned, Not Commanded
• Shift of Static to Real-Time: “It takes 300-500 milliseconds to determine which ad is dedicated for a consumer.”
Fallows also listed three new core innovation rules:
1. The unit of delivery is an extended team.
2. The Product is The Service is The Marketing
3. Digital is not communications and it’s not IT, it’s your business.
“Innovation matters to us,” he said. Fallows gave examples of wearable technology as inherently social. “It’s building community, it’s detecting your body using sensors, it’s location-based, it’s grabbing every sort of data you can imagine and that places this technology in multiple boxes—it’s telling what advertisers need to do. If you’re innovating, do something that matters, like improving the way we’re living.”
Fallows said that they need ideas powered by big data, artificial intelligence, 3D printing, augmented reality, bio tech, wearable tech and sensors to improve our lives.
Regarding getting deals done, he briefly explained the client-agency relationship. “We’re trying to make a push to challenge clients. They think they’re right and that we have to do what we’re told, but that’s not true. They need creative people across the board to challenge them to get to new levels of innovation,” he said. He also talked about intellectual property and suggested that agencies don’t give out ideas for free.