Adobe Summit 2019 Las Vegas

Adobe

The Adobe Summit in Las Vegas is where I find myself this week in the constant search for creativity using martech. It has been running day and night from March 26th and is wrapping up today April 2. The big pressure on companies and brands now to produce creatively using their current Martech investment is a key program of work for 2019.

Company web sites have evolved from the static content and word processor approach to the primary business, marketing and sales application to create brand preference that grows the companies e-commerce approach primarily driven via machine learning and new digital applications.

The high-pressure environment for CIOs, CTOs, and CMOs who are currently making decisions on their martech investment is now a constant conversation in many board rooms and investment working groups.

Brands need much more than just touching up of existing photos combining with some long-form copy to great a category winning customer-led business solution that drives new revenue. Hence why some feel when discussing technology license and renewal agreements their current Adobe tool investment has not gone far enough. More work to be done in other words.

Brands require creativity first to go alongside a digital economy strategy and then the technology and toolset license agreement that delivers and creates compelling and personalized customer presentations always looking to improve customer experiences and revenue outcomes.

This is done using frictionless customer journey programs using a combination of text, sound, and videos that can be assessed in omnichannel environments using gesture and voice commands.

At Adobe Summit, Adobe unveiled the latest Adobe Experience Cloud innovations, including Adobe Commerce Cloud and Marketo Engage, as well as global availability of Adobe Experience Platform.

Microsoft CEO Satya Nadella, Best Buy CEO Hubert Joly, Chegg CEO Dan Rosensweig, Intuit CIO Atticus Tysen and SunTrust Bank CMO Susan Johnson shared their respective enterprise playbooks for digital transformation. Additionally, Adobe announced key strategic partnerships with ServiceNow, Microsoft, and LinkedIn to accelerate Customer Experience Management (CXM) across enterprises.

Adobe continues to push to be the only martech tool provider that is constantly acquiring leading capabilities across the customer journey, adding marketing automation and commerce capabilities to bookend its strong digital foundation of content and data within experience cloud.

WPP is a key partner to Adobe for many years and has strategically developed a leading set of capabilities to respond to market demand for agile, technology-enabled customer experiences across the Adobe experience cloud suite.

At WPP we have over 2,225 Adobe Experience cloud practitioners, over 375 Adobe Experience Cloud Certificates and 6 Adobe Experience Cloud Advisory Board seats so our commitment is high to this martech partner.

The Adobe Sumit was attended by over 16,000 people that included Adobe direct clients as well as clients that use Adobe through a myriad of partners and add ons who assist organizations implement their big, complex solutions.

At WPP our unrivaled Adobe capability has the most comprehensive experience and expertise than anyone else in the industry. Period.

Our specialized WPP agency brands have a long-standing and deep relationship with Adobe and other experience technology companies for many years.

Adobe is a long partner of mine personally both direct to client and to the agency as a toolset for our creativity. At WPP we use them in four key areas of our business offering across communications, experience, commerce, and technology.

WPP as a creative transformation company know two things: there’s a future in becoming a systems integrator for the likes of Adobe and it is a key offering when stitching together Microsoft, Google, Salesforce and other web CMS platforms together to create business solutions.

The prospects of one company owning all of a customer’s data remains a scary one for our clients and marketing leaders now either have full responsibility, or part of a key stakeholder in the companies overall enterprise technology decisions and that landscape constantly changes.

Adobe is a giant tech company at a market cap of ($130.21 billion) but they are still small in the titanic battle martech industry is on. If you decide Adobe you will likley need to integrate with Microsoft ($919.36 billion) SAP($141.80 billion), Oracle ($184.55 billion) and IBM (127.10 billion) via your direct digitial ecosystem or via partner programs.

Outside of these key martech players, you also have integration points to the media platform providers with the market caps of Google ($844.52 billion), Amazon ($900.53 billion) and Salesforce ($122.52 billion) and LinkedIn ($26.2 billion acquisition from Microsoft.

This challenge of constant change and evolution of technology keeps everyone at WPP engaged and challenged and we enjoy being a strategic partner at the intersection of all these points with our clients.

Our WPP agency team were aplenty at the Adobe Summit as we scattered ourselves across the 300 sessions and labs either presenting or we found ourselves within the eleven content tracks that included;

  • Advertising
  • Analytics & Data Management
  • B2B Marketing Automation with Marketo
  • Content & Experience Management
  • Design-Led Customer Experiences
  • Email & Omnichannel Marketing
  • Experience-Driven Commerce with Magento
  • Marketing Innovations
  • Personalization
  • Platform, Machine Learning & Ecosystem

The most interesting aspect of the Adobe summit this year for me personally was seeing Microsoft getting heavily involved in the conference with Microsoft CEO Satya Nadellaand keynoting and showing the integration of their business tools and putting some life into the category beyond Office.

Microsoft is doing great with Azure but the other office tools and larger applications like the Dynamics portfolio have some slow traction in client uptake. What was signaled at the summit was the relationship between Dynamics CRM and the Adobe marketing suite is going to get stronger. Microsoft and Adobe pushed an extension of the Open Data Initiative (ODI) partnership with SAP and their investment in Account-Based Experiences (ABX) with LinkedIn is going to see a lot of new opportunities.

Adobe and ServiceNow announced plans should enable integrations between Adobe Experience Platform and the ServiceNow Now Platform to enhance Adobe’s real-time customer profiles with ServiceNow’s rich customer support data. This will create a more comprehensive view of a customer across the entire digital journey, from acquisition to service. Additionally, Adobe Experience Cloud solutions will integrate with the ServiceNow Now Platform, including its Customer Service Management (CSM) solutions.

Adobe and ServiceNow will partner to enable their mutual customers to integrate and leverage digital workflows, service catalogs, intelligent content and knowledge management capabilities (see press release).

Frank Health Insurance Google Voice Assistant

Frank Health Insurance has launched Australia’s first voice app via WPP AU NZ whiteGREY, for the Private Health Industry (PHI) category, built for the Google Assistant.

The ‘frank insurance’ app provides easy answers to the complicated PHI questions that plague the industry. 

To get access, users simply ask any google assistant to ‘speak to frank insurance’.  The app has been developed as an extension of frank’s ‘easy as frank’ brand platform.

frank_wG voice App Image 2.jpg

OK Google ‘Speak to Frank Insurance’

whiteGREY head of technology Juan Garcia said the voice app is designed for members and non-members alike, as both a customer utility and demonstration of frank’s brand ethos.

Says Garcia: “With the cross-channel voice era now well and truly here, service categories like private health insurance are looking for innovative ways to keep up with public expectations of simplicity and convenience.

“frank found themselves uniquely suited to lead the PHI industry into voice technology, not only because of the brand’s role as a digital insurer but because of a mission to set the standard in ease. With imminent changes to the category in the near future, an app for consumers to easily get the right answers was a great opportunity to set the brand apart.  We knew immediately what was needed and what would make it unnecessarily complicated.”

Says Diane Pavlicevic, who holds duals roles as the head of frank Health Insurance as well as marketing head of parent company GMHBA: “As a digital health insurer that lives to simplify a complicated category, building Australia’s first health insurance voice app was a natural decision. Not only is it a clear demonstration of the ‘easy as’ proposition that defines frank so well, it sets up the brand to continue innovating into the future.”

The frank insurance voice app will be promoted through a media partnership with Spotify and accompanied by an awareness campaign encouraging consumers to not direct their PHI questions to the wrong people. This will run purely on digital channels (display and social).

Joining WPP as Executive Director, Marketing Technology.

WPP

I’m excited to announce that WPP has appointed me into a newly created role of Executive Director, Marketing Technology Australia, and New Zealand. I start today located at 1 Kent Street, Miller Point in Sydney.

WPP AUNZ is the leading marketing communications services group in Australia and New Zealand. No other group comes close to our scale and breadth of capability comprising 5,500 people working across over 80 companies in over 170 offices.

WPP starts 2019 following twelve months of unprecedented growth and client investment in technology services, and my new role aims to provide a valuable resource for all WPP AUNZ Group agencies to access best in breed technology and programme delivery capability.

I am excited to be joining at a time of new WPP vision to be a creative transformation company, bringing together creativity and expertise in technology and data – with the purpose of building better futures for its people and clients.

WPP’s future offer will cover four areas: communications, experience, commerce, and technology.

  • Communications
    Focuses on advertising, content, media, public relations and public affairs, and healthcare.
  • Experience
    Reflects the growing need of clients to create new brand, product and service experiences.
  • Commerce
    Allows WPP to expand its growing omnichannel commerce business and its work with brands to help them succeed in marketplaces such as Alibaba and Amazon.
  • Technology
    Underpins WPP’s work with both CMOs and CIOs to build and operate marketing technology that supports their consumer- and customer-facing activities.

My role is to focus on establishing an interface for all WPP agencies, connecting with global WPP network shared service models, plus evaluating and filling any resource gaps at each of the Group’s agency brands – while leveraging existing capabilities. I look forward to collaborating with many of my colleagues in the expanding MarTech and AdTech industry.

This role is about providing guidance and support to our agencies today while future-proofing our client relationships. It’s about being technically astute and deeply aware of digital, technical, scientific and business model innovations. Connects these to business benefits and human values is essential. As a transformational professional, I also know how much it is about a ‘felt experience’. To be able to bring the worlds best transformation tools, processes and techniques to maximise the benefits and minimise distress.

In other words, evidence-based decisions to understand and apply the role of evidence to all our client work and solutions.

I have been working at the intersection between business strategy, creativity, technology, data, marketing, and digital customer experience for more than twenty-five years, living and working in the United States, China, Australia, New Zealand, and Singapore and it’s always great to be based in Sydney.

I will be calling on my agency side experience working with Omnicom and more recently Dentsu Aegis, and client-side roles with Microsoft, Newscorp and Telstra who have taught me so many life lessons to use straightforward language without lessening complexity.   Able to bring order and simplicity to ambiguity and complexity.

I feel very privileged to return to Australia and join an organization dedicated to creative transformation. I have always been passionate about how brands and businesses combined with technology can create participation with consumers to enhance the customer experience and advance the users purpose.

Connection Oils. The language of touch and smell.

Wellness is one of the world’s largest and fastest-growing industries. Consumer demand for wellness services and products is higher than ever with recent reports indicating the sector is worth $3.4 trillion, making it nearly three times larger than the $1 trillion worldwide pharmaceutical industry.

One component of the industry that seems to touch a number of Wellness sectors is the market for Essential Oils which is expected to touch US$17.36 billion by the start of 2019.
Further, the Essential Oils market is projected to expand at a CAGR of 9.60% between 2019 and 2022 and attain a value of US$27.49 billion by the end of 2022.

Although the future of the Essential Oils market looks thriving, it may face obstacles in its growth trajectory from the high price of essential oils and the confusion of its use among consumers regarding their benefits, however, the increasing demand for essential oil in aromatherapy and various natural remedies are expected to propel this market further.

21st & Dolores my personal business venture is working on a minimum viable product in the Essential Oils market and is now seeking first-round investment.
It’s called Connections Oils and to learn and follow its progress click here.

Project Rejoice from BWM Dentsu Group Australia

Non-profit initiative ‘Project Revoice’ by BWM Dentsu Group Australia for The ALS Association has bagged the Grand Prix for Good at the Cannes Lions International Festival of Creativity.

The ALS Association is a non-profit that provides assistance for people with ALS (Motor Neurone Disease). Their mission is to build hope and enhance quality of life while aggressively searching for a cure.

Within a couple of years of diagnosis, most ALS patients end up paralysed in a wheelchair and forced to communicate via text-to-speech devices, typically through a default ‘computer’ voice.

‘Project Revoice’ introduced a breakthrough in speech technology for people living with ALS (motor neuron disease), enabling those who lose the ability to talk to continue speaking in their own authentic and personal voice.

In the past, people with ALS could use pre-recorded messages to communicate, but the team at BWM Dentsu Group worked with Canadian software partner Lyrebird to create a complete voice clone.

To launch the initiative, Project Revoice has given Pat Quinn, co-founder of the ALS Ice Bucket Challenge, his voice back.

Quinn did not record (or bank) his voice before ALS robbed him of his ability to speak. Using footage from his many Ice Bucket interviews, the team were able to re-build his voice.

It allows Quinn to speak freely and naturally in his own voice, rather than a ‘machine’ voice, when linked to his eye reader assistive technology. The man who gave ALS a voice now has his own voice back.

Some highlights from this work.

Over 900 million earned media reach.
Week one: Over one million organic video views.
By week two: Over 41 million people joined the conversation online.
Over 680 articles globally.
Over 500 patients joined the program in the first month alone.

Disappearing Person Alerts from BWM Dentsu Australia

Every 20 minutes a teenager is reported missing In Australia.

In the search for missing persons, the first 24-hours are the most critical, but traditional alerts are failing to reach the public in time – particularly teenagers.

So, BWM Dentsu created a new social media tool to assist Queensland Police with missing person investigations. Sent through Snapchat, Disappearing Person Alerts instantly notify the public when someone goes missing near them.

Using the native functionality of Snapchat, the alert communicates an informative and emotive message, ‘Help find John Citizen before he disappears.’

Launched in conjunction with the 2017 National Missing Persons Week, Disappearing Person Alerts continue to be used today as a powerful policing tool.

‘Disappearing Person Alerts,’ helped BWM Dentsu Australia earn Agency of the Year honors at the 2018 Asia-Pacific Tambuli Awards held at Shangri-la at The Fort. Dentsu Aegis Network earned the coveted Network of the Year award.

The awards for ‘Disappearing Person Alerts, included In Responsible Citizenship, Humanity & Culture cluster and Gold was earned by the same campaign in Youth Brand, Humanity & Culture cluster; a Silver in Mobile, Media & Digital cluster; another Silver in Social Media, Media & Digital cluster; and a Bronze in Best Brand Idea for Good, Creative cluster.

Australian National University Transformational Management Program

I have joined the Australian Transformational Management Program run by the Australian National Univesity (ANU) developed in conjunction with the Australian Transformation and Turnaround Association (AusTTA).

I was delighted to be invited by the Chair of AusTTA Adam Salzer to attend the program that designed by leading international scholars in the fields of organisational behaviour, change management, and project management to give the group chosen the confidence and skills to stretch yourself beyond your current boundaries as agents for transformational change.

Last month on September 8th fellow participants, faculty members and project sponsors held a launch session at the Allan Barton Forum at ANU to meet each other and whet the appetite discussing megatrends, the role of the projects/case studies and evidence-based management. The dinner that night at Boffins Restaurant in University House was just as rewarding.

 

The ANU Transformational Leadership Program now has a core goal now and a set of resources that ANU’s Research School of Management team can deliver too.

The AusTTA believe leading transformation is a rapidly evolving field. To unlock future opportunities and transform existing organisations, change leaders must be able to contend with a volatile and rapidly changing macroeconomic environment, unprecedented technological disruption, legacy systems and processes as well as my personal favourite resistant organisational cultures.

The Australian Transformation and Turnaround Association, the ANU Transformational Leadership Program has been built around the ANU’s unique evidence-based approach to management capability development.

The aim is to ensure that participants have the skills and knowledge to solve today’s change problems, and the capabilities to collect and synthesize the best available evidence to respond to future transformational challenges.

By the end of this program, the participants will receive new thinking, skills to:

  • Provide pragmatic, evidence-based Board-level advice to maximise the benefits and minimise the distress associated with fundamental transformations;
  • Design and lead complex transformations using cutting-edge theory, tools, and models to effect change in complex organisations;
  • Effect culture change in support of transformation and sustainable agility; and
  • Establish efficient governance structures and controls in favour of change initiatives.

I’m looking forward to the contribution I can make over the coming year.