The night Deloitte came.
The night Deloitte came.
8 takeaways from the digital experts at the world’s largest consulting firm. And why ad agencies fear them.
Former ad agency colleagues had expressed to me that Deloitte's entry into offering creative services has completely unnerved them, becoming one of their biggest competitive worries. So I knew I absolutely needed to convince Deloitte to be an essential part of a 5 Experience Series in my Masters classroom in Advertising and Creativity at USC-Annenberg. The series' purpose was to expose students to the biggest influencers of change that are altering Communications today.
Deloitte didn't take over my classroom. They collaborated.
I expected that powerful Deloitte would just come and take over. But instead they threw me for a loop. They collaborated with me. As impressive as their consulting, management, digital and creative talents, was their ability to seamlessly jump into the framework I had created for the class and collaborate with me and the goals I had set. They even gave their time several weeks before, working with me to prepare. (I wish all my collaborative ventures were this productive and non-political.) Thank you to the Deloitte people for that respect. And another thank you for your decision to come back to class for a second night to then lead an absolutely thrilling digital creative workshop. It says a lot about Deloitte's commitment and methodology.
The three Deloitte people who came to class:
The 8 Deloitte takeaways:
Experience: Experience Design defines this new marketing era. It is the new marketing battleground. What is the interactive experience that consumers are having with a brand? Brands are winning and losing on experience. What is the physical store experience and the digital space experience? (Think about how easy it is to make a purchase with one click, or online banking and many self-services portals.)
Evolving Digital Possibilities: There are new tech/digital evolutions every day. We need to respond to them. Stay curious, keep an eye out on what’s been released in terms of new services and technology. Think about how they can be used to improve products and services, so that we improve people’s lives.
Human-Centered Design: Start with the customer. People first. Before technology, before process. Remember: It is easier to make things that people like, than making people like things you made.
Prototype and test, always. Test your solution before launching it. Improvement is a mindset. Keep iterating as you learn new insights about your solution.
Seek evidence: Quantitative and qualitative. Quantitative: Take your decisions based on data and analytics. Qualitative: Talk to people in person to understand the WHY behind the numbers.
Collaboration is key to deliver things that are desirable, feasible and viable. That is absolutely key as to why consulting works. Engage stakeholders, costumers and tech experts in your creative process.
A holistic approach to experience: For potential and existing customers, as well as employees. Defining and delivering the right experience (to customers and employees) takes strategy, design and technology.
The rise of the CMO: The rise of the Chief Marketing Officer as a buyer has driven consultancies to enter and win at a game that was previously spread across many vendors, agencies included.
How these 5 Experiences have swept my brain and actions as well.
From Deloitte and the other experts I have brought into the classroom, I have gained as much new perspective and exposure as my students. I have learned along with them. Bottom line: This is no longer the Communications industry of twenty years ago, ten years ago, one year ago or even last week. It is the industry most reflective and also impacted by a constantly changing world. It is in a state of daily evolution.
If you want to stay relevant and valuable, you have to keep learning, whether you are the student or the professor. Or the professional.