1. DEPLOYING TECHNOLOGY FOR A GLOBAL COMPANY: INNOVATION AND CHANGE MANAGEMENT
June 2007
St. Petersburg

2. Jamie McLellan Ogilvy & Mather
Regional CIO for Europe Africa Middle East

3. Global Marketing Services CompanyOn
Global Marketing Services Company

4. Global Reach 2007
The Ogilvy Worldwide network includes 497 offices in 125 countries
with 15,000+ employees working in over 50 languages.
59 offices 3 countries
254 offices 83 countries
129 offices 19 countries
129 offices 19 countries
55 offices 20 countries

5. Global Partnerships Client Since American Express 1962 BP 1999
Cisco Systems 2002
Coca-Cola 2001
DHL 2003
DuPont 2003
Ford Motor Co. 1975
Gillette 2002
GlaxoSmithKline 1983
IBM 1994
Client Since
Kimberly-Clark 1978
Kodak 1995
Kraft 1958
Lenovo 2005
Mattel 1959
Morgan Stanley 2005
Nestlé 1956
SAP 1999
Unilever 1954
Yahoo! 2004

9. Building the Brand Through 360 Degree Brand StewardshipSM
Database
Consultancy
Advertising
Public Relations
One-to-One
Communication
Consumer
Education
Interactive
Brand Identity
Promotion
Employee
Comms
Retail Promotion
Brand
Building the Brand Through 360 Degree Brand StewardshipSM

10. Disciplined Methodology

11. The Simple Version

12. Real Agenda
Global Challenge at OgilvyIT
Driving Innovation
Results

13. Global Challenge Needs & Wants Expectations Affordability
Compatibility

15. Global Challenge Evolutionary Not Revolutionary Not Lowest
Common Denominator

16. Global Challenge Diplomat Politician Governor Banker Psychiatrist
Fortune Teller

17. Being Regional, Being Local
Global Challenge
‘to be all things to all men’
Being Regional, Being Local
Visible Agenda
Not Invented Here

18. Global Challenge for IT
Ogilvy is an Ideas Company
Ogilvy wants to Innovate
Ogilvy is highly entrepreneurial

19. Global Challenge
Adapt

21. Need to Adapt is Driving Innovation
Demand Generation
Clients, People, Competitors
Consumerism
Blogs, Wikis, Widgets, Chat, Mobility, Openness
Evolution
Digital Market, Flat World, Always On

22. OgilvyIT on Innovation

24. Gartners ‘Cool IT Vendors’ 2007
Innovative
they enable users to do things they couldn't do before
Impactful
they have or will have business impact. It's not just "technology for the sake of technology."
Intriguing
they have caught our interest or curiosity in the past six months or so

27. How to profit from technology
Theoretical
Michael Porter wrote, "Firms will not ultimately succeed unless they base their strategies on improvement and innovation, a willingness to compete and a realistic understanding of their national environment and how to improve it."
Intangible
It is a message largely ignored by CIOs and accountants. IT professionals have failed to produce a standard, recognised and widely applied system to measure and account for the value of intangible assets such as knowledge, know-how, innovation and competitiveness.

29. Mark Lacter, Chief Mad Scientist
Oakley
Mark Lacter, Chief Mad Scientist

30. Driving Innovation at Ogilvy
Our DNA
Our Culture

31. Driving Innovation at Ogilvy
“Encourage innovation.
Change is our lifeblood.
Stagnation our death knell."

32. Driving Innovation Demand Generation Clients, People, Performance
Consumerism
Gadgets, P2P, Churn
Evolution
Digital Market, Flat, Always On

33. Innovation Capacity
CEO’s should focus on what Forrester describes as innovation capacity:
The potential for the IT function to support new products, processes and opportunities
Successful companies will grow their IT innovation capacity by focusing on how IT is sponsored, operated, and governed

34. Driving Innovations Dialogue & Understanding Effective Efficient
Enhancers
Knowledge & Wisdom
Competitive Edge
Value Reference
Facilitates Change

35. Vehicle
SOA
Web Services

36. Silk Purse out of a Sows Ear
Being Innovative
Silk Purse out of a Sows Ear

37. Driver
Patchwork

38. Vehicle

39. Where we are Innovative
Productivity

40. CMD

41. Where we are Innovative
Productivity
Collaboration

42. Brandplace

43. Where we are Innovative
Productivity
Collaboration
Digital Asset Management

44. Webnative

45. Where we are Innovative
Productivity
Collaboration
Digital Asset Management
Security

47. Where we are Innovative
Productivity
Collaboration
Digital Asset Management
Security
Promotion

48. Where we are Innovative
Productivity
Collaboration
Digital Asset Management
Security
Promotion
Client Solutions

49. Innovative
Inter-Connected
Integrated
Fore Aft

50. Innovative but Objective
Productivity
Availability
Assured

51. Innovative and Creative
Adopt
Adapt
Create

52. Where we are Innovative
Productivity
Collaboration
Digital Asset Management
Security
Promotion
Client Solutions
Herding Cats!

53. Thank you