Thursday, 09 June 2016 02:19

10 commandments for keeping up with the pace of change



Tan Sthanunathan, senior vice president, consumer and market insights at Unilever, recently spoke during the opening keynote of the MRS’s annual conference, Impact 2016, which took place in London on March 15 and 16. Taking a look at the “seismic changes” within the technology and digital world, Sthanunathan’s presentation examined how traditional agencies can adhere to new rules to keep up with the pace of change and survive in a marketplace “in which data is becoming increasingly democratized,” according to an article by Research Live.

“What we have is incredible access to information,” Sthanunathan said. “If we all think that information is going give us a competitive edge and we’re going to use it to become great, don’t think that’s the case. You can get answers to a lot of questions by searching on Google.”

the ten CommandmentsThe article provided the 10 commandments Sthanunathan suggested agencies and clients should follow:

Get social or get ready to be branded anti-social. Mine the information gleaned from social media.
Data is commoditized but insights are getting democratized – a Google consumer survey costs as little as £500.

Get visual or get impaired. Think how to bring insights to life using a fact-based, rather than fact-filled presentation.

Innovate, don’t renovate. Renovating comes naturally because it’s easy. “But renovation in my way of thinking is more like polishing a turd,” Sthanunathan said.
Become the master of metamorphosis – change on an ongoing basis, change every day.

Digitize and humanize. Tame data.

Think bi-polar.

It’s too risky not to take risks. Be bolder than you have been traditionally.
Never underestimate the power of N=1 – brands are increasingly being influenced by people.
Real-time is the new currency, cutting the time lapse between asking the question and getting the answer.




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