Building an innovative culture:

Optimazing Our Role In A Connected

World

How do we see/do it

Tuija Malinen & Leena VentoBrussels 24.9.2011

What´s the problem• Clients want us to deliver more than we generally do: Business ideas

Product ideasNew concepts etc.

• And what´s more annoying, they are necessarily not ready to pay for it

• And still more annoying: we don´t necessarily have the capacity to deliver

We try to see the sunny side of the problem…

How do we see it• It´s a good thing that they ask it from us not from the

competition• It´s a good opportunity to strenghten the client

relationship• It´s a good opportunity to sell more• It´s a good opportunity to learn more about the

client• It can be a good way to get new business and more

money

How do we do it• Existing, background information: research, IDN• Networking with our suppliers, who want to sell

more• We have created a product, which is more or less the

same each time: WORKSHOP with the client• So we don´t start from scratch everytime• Account Director is the one responsible

Workshops• Main players (decision makers) form the client side

take part• They are given some tasks beforehand• The team or at least the account people from the

agency will be present• Premises: in the agency or a meeting center (not

client´s premises)• At least half a day, preferably a whole day, even

several times• Sometimes a guest star

What happens in the workshop• Background information• Objectives of the workshop• Target group analysis, touch point analysis, life circle• Headline exercise• Team works• Brainstorming and structured tasks• Good lunch• Presentations and ”Prize giving”, some fun

What happens after the workshop• Report: small, medium, large• Plan, schedule and costs for next steps• Client´s brief

How do we charge for it• From nothing to 35 000 euroes• Some good clients can get it free, but they pay it

anyhow later on• Some clients buy just the workshop• Everybody wants the report, ideas, a plan and you

can charge for it• Clients are happy because they have done the work

by themselves

Thank You!