Innovation, the key to transforming the advertising business
Posted: Tue Jan 07, 2025 8:01 am
There is much talk these days about the need for all industry players to transform and innovate. But what exactly does this mean? And, above all, how is it put into practice?
To talk about this and to demonstrate that the much-talked-about disruption is not simply marketing buzz, Saneel Radia, global head of business transformation for R/GA United States, has taken the stage at El Ojo de Iberoamérica 2017.
With his presentation “A mind designed for business” he has put on the table some of the keys that companies must take into account to survive in a market that is constantly changing and in which only those who make a difference will be able to succeed.
Innovation is, for Radia, the introduction of new and relevant things. “The hardest part of innovation is finding relevance. Innovation creates a future competitive advantage, but it is complicated, especially for large companies.”
He also stressed the difference between sustained innovation and disruptive uruguay phone number innovation. While the former refers to “continuing to do what you do but in a different way, the latter is about radically changing what you do.”
The car, for example, disrupted the train, the mobile phone disrupted the camera, and Google disrupted the media. “That is disruptive innovation explained in a simple way,” he says.
He adds that “no amount of advertising could solve the problems of the companies producing the first products.”
It is therefore important to learn from disruptors like Tesla, a company capable of selling 400,000 units of a car that has not even been launched on the market in just 3 months.
The key to its success? It is a company with a vision of the world that goes beyond the automotive industry. In fact, its founder, Elon Musk, does not identify the company as belonging to this sector, but rather as “an accelerator of the transition towards sustainable energies.”
Data is also “the fuel of innovation” and all these disruptive companies have data at the heart of their business. Not for nothing, he points out, are Apple, Microsoft, Facebook and Google the most valuable companies in the world today.
Data is the key to a new perspective, which is why Radia is committed to looking beyond.
“Instead of focusing on narrow metrics like who is reading, watching or clicking, we need to broaden our perspective and look at the technology habits that provide us with a huge amount of information that provides a competitive advantage in some unexpected categories and sectors.”
In the taxi sector, for example, the world's largest taxi company, Uber , doesn't own a single vehicle. In the accommodation sector, the largest company, Airbnb, doesn't own a single property.
For his part, transformation, he says, “is investing to innovate better and more often.”
This is a task still pending for agencies and consultancies that have been forced to rethink their functions and business model.
And in the tug-of-war they find themselves in, Radia does not predict the superiority of one of them but that, “both will have to acquire new skills for their clients.”
To talk about this and to demonstrate that the much-talked-about disruption is not simply marketing buzz, Saneel Radia, global head of business transformation for R/GA United States, has taken the stage at El Ojo de Iberoamérica 2017.
With his presentation “A mind designed for business” he has put on the table some of the keys that companies must take into account to survive in a market that is constantly changing and in which only those who make a difference will be able to succeed.
Innovation is, for Radia, the introduction of new and relevant things. “The hardest part of innovation is finding relevance. Innovation creates a future competitive advantage, but it is complicated, especially for large companies.”
He also stressed the difference between sustained innovation and disruptive uruguay phone number innovation. While the former refers to “continuing to do what you do but in a different way, the latter is about radically changing what you do.”
The car, for example, disrupted the train, the mobile phone disrupted the camera, and Google disrupted the media. “That is disruptive innovation explained in a simple way,” he says.
He adds that “no amount of advertising could solve the problems of the companies producing the first products.”
It is therefore important to learn from disruptors like Tesla, a company capable of selling 400,000 units of a car that has not even been launched on the market in just 3 months.
The key to its success? It is a company with a vision of the world that goes beyond the automotive industry. In fact, its founder, Elon Musk, does not identify the company as belonging to this sector, but rather as “an accelerator of the transition towards sustainable energies.”
Data is also “the fuel of innovation” and all these disruptive companies have data at the heart of their business. Not for nothing, he points out, are Apple, Microsoft, Facebook and Google the most valuable companies in the world today.
Data is the key to a new perspective, which is why Radia is committed to looking beyond.
“Instead of focusing on narrow metrics like who is reading, watching or clicking, we need to broaden our perspective and look at the technology habits that provide us with a huge amount of information that provides a competitive advantage in some unexpected categories and sectors.”
In the taxi sector, for example, the world's largest taxi company, Uber , doesn't own a single vehicle. In the accommodation sector, the largest company, Airbnb, doesn't own a single property.
For his part, transformation, he says, “is investing to innovate better and more often.”
This is a task still pending for agencies and consultancies that have been forced to rethink their functions and business model.
And in the tug-of-war they find themselves in, Radia does not predict the superiority of one of them but that, “both will have to acquire new skills for their clients.”