By Zinny Bonner, Communication Intern
GSD&M’s first ITMAD event concluded yesterday after a series of sessions focused on innovation, entrepreneurial thinking and experience design with presenters from GSD&M and guest speakers from Southwest Airlines and Silvercar. As part of the event, we were also able to tour the U.S. Air Force’s latest experiential tour.
Starting off with a bang, or rather a jaw-dropping hologram demo, Heather Hvidsten, senior director of product management and product innovation at Southwest Airlines, presented Honk If You Are Sick of Talking About Innovation! With a father who worked at NASA and mother who is an artist, Heather was raised to think outside of the box. She looks at innovation with the mindset that every single person is perfect exactly the way they are. She encourages, “If you are passionate and not in a group that feels the same way, it’s not you, it’s the group. So change the group.” Innovation is about making something great ever better. To do this, Heather organizes rapid innovation workshops that encourage participants to open their minds and think differently. She puts crossfunctional teams together to accelerate the idea process. Most importantly, however, she engaged every aspect of Southwest Airlines’ team, from finance to creative, by emphasizing the many different roles involved in innovation. “The role of the supporter is just as important, if not more important, than the role of the idea creator,” she said.
The second session of the day, Capturing Moments & Building Stories: Instagram for Business, by Janice Suter, director of social media, and Caitlin McDaniel, senior social media manager, began with a display of how great ideas can come from a platform. With Instagram’s 64 million followers, brands everywhere are starting to notice the influence of the visually pleasing and culturally dominant platform. With Instagram, influencers offer something unique in shaping the story behind a brand —the ability to tell a brand’s story from a personal and genuine perspective. Brands can use these influencers along with unique content their own photo streams to engage audiences and take them places they’ve never been.
Having just opening its ninth location, Silvercar’s Russ Lemmer, co-founder and VP marketing, and Allen Darnell, CTO, presented Silvercar: Better Experience, Better Brand. Car rental is an industry notorious for lack of customer satisfaction and consistency. Silvercar recognized the need for a consistent, mobile-first and modern solution to car rental. To create a meaningful solution, Silvercar focused on taking advantage of all of the amazing tools and current technology available to maximize user experience. Russ Lemmer reminded the audience that one of the most powerful tools for the future of marketing is something we all have: the smartphone. Recognizing the value of smartphone technology, Silvercar is a 100% mobile service. By doing this, Silvercar cuts out most of what makes car rental a painful process in pursuit of their ultimate goal: a seamless product experience and maximum customer satisfaction. The less friction their customers have to endure, the more valuable they consider the Silvercar product.
Rye Clifton, the agency’s director of experience design, discussed Connect the Dots, La La La La: Dissecting the Components of a Startup & Reassembling Them for Your Clients. In this session, Rye pinpointed a few agency clients and other brands that are really paving the way for other companies and across different industries. Rye also chatted about the pros of thinking like a startup and noted it’s best to start small then add on to a brand experience, the big takeaway being the solution to a business problem is sometimes not an ad at all.
At the last session, Amanda Parker, senior media planner, gave an overview on some of the conversations at the recent Ad Age Digital Conference that sparked the original ITMAD idea. In Integrity & Insight: Conversations Sparked at Ad Age Digital, the main points established were everyone’s role in consumer experience management, why it’s crucial to have the right people in the room and how agencies provide platforms for data, tech and progress. When it comes to the consumer experience, a team must remember that everything leads back to consumers. They are what keeps a brand going; however, it is hard to control every aspect that affects the consumer experience, so teams must work together to keep the consumer in mind at every step.
Platforms are the new service that agencies bring to their clients, and the data they house and the innovation they allow are what move business and make good partners. Amanda Parker emphasized the importance of utilizing technology that has already been established, similar to Silvercar’s idea, in order to create a foundation for problem solving through calculated risks. We learned that innovation should be thought of as “70-20-10”: 70% are the things you know for sure work for your business, 20% are tested strategies that are still evolving and the final 10% is the room you have left to take a leap of faith in true innovation. In closing, Amanda said, “There was a lot to be gleaned from the best and the brightest in our industry, but at the end of the day it was really affirmed that we’re in the same progressive track here at GSD&M.”
