{"id":6214,"date":"2018-02-01T13:03:16","date_gmt":"2018-02-01T18:03:16","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-digit\/submission\/the-new-mad-men\/"},"modified":"2018-02-01T13:03:16","modified_gmt":"2018-02-01T18:03:16","slug":"the-new-mad-men","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/the-new-mad-men\/","title":{"rendered":"The New Mad Men"},"content":{"rendered":"

In 2016, digital advertising spending surpassed television advertising spending. According to Interactive Agency Bureau, digital accounted for $72.5 billion, up 22% from 2015.[1]<\/a> With the pervasiveness of mobile technology, consumers are no longer captive audiences and firms must do more than just \u201cbe seen\u201d. However, traditional marketing solutions may fall short especially given that 84% of millennials dislike and distrust traditional advertising.[2]<\/a>\u00a0As such, this fight for relevancy requires real-time and customized content. According to Medium, \u201cthe days of hijacking consumers\u2019 content experiences are giving way to thoughtful and innovative strategies that deliver value and foster long-term relationships with the target audiences.\u201d[3]<\/a> Given these shifts, companies are searching for new ways to engage consumers and to keep their brands relevant.<\/p>\n

Increasingly, corporations are looking to digital agencies rather than traditional advertising agencies to help them navigate this rapidly changing consumer environment. IBM\u2019s Interactive Experience (\u201ciX\u201d) division has been able to take advantage of this disruption to become the largest digital agency network in the world. Paul Papas, head of iX states that it is \u201cthe only player that has that end-to-end capability that cuts across digital agency, management consultancy, and systems integrator.\u201d[4]<\/a> Unlike traditional agencies, iX has access to IBM’s capabilities across various industries as well as its extensive product portfolio to help develop digital and creative solutions for its clients. For example, iX has unique access to Watson and IBM\u2019s portfolio of cognitive software capabilities that provide further analytical and learning based insights to better target and engage consumers. \u00a0Additionally, iX integrates technology across a corporation by working with the entire c-suite as opposed to collaborating with just CMOs, creating greater buy-in and stickiness from clients.<\/p>\n

For example, global food brand Knorr enlisted iX to create a digital experience to attract millennials and artisanal food consumers (a segment Knorr has difficulty reaching). In 2016, iX helped Knorr develop the Flavor Profiler, a Watson-powered tool that assigns users a flavor profile and recommends customized recipes to each user. The tool inspired a subsequent ad campaign that ultimately led to 1.3 million visits to the Knorr Flavor Profiler, and increased purchase intent among millennial consumers by 12%.[5]<\/a><\/p>\n

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Although Knorr collaborated with advertising agency MullenLowe on its \u201cLove at First Taste\u201d ad, iX recognized the need for a comprehensive creative offering. As a result, iX acquired three creative agencies Exc.io, Resource Ammirati, and Aperto in 2016. According to Alison Clark, associate partner at iX, the technology \u201cshift ends up being a big benefit for clients, because any creative work is also connected to the other parts of their business and can be managed by a single external partner.\u201d[6]<\/a> By vertically integrating its digital offering, IBM iX becomes more of a one-stop-shop for corporations, leaving many traditional agencies unable to compete with the firm\u2019s extensive capabilities and product portfolio. Through integrating technology and creative needs, iX will continue to increase client stickiness across its platform. This unique positioning will allow iX to continue to be a heavy player in the digital space and chip away at the market share and dominance of the traditional agencies.<\/p>\n

[1]<\/a>http:\/\/adage.com\/article\/digital\/digital-ad-revenue-surpasses-tv-desktop-iab\/308808\/<\/p>\n

[2]<\/a> https:\/\/www.clickz.com\/84-percent-of-millennials-dont-trust-traditional-advertising\/27030\/<\/p>\n

[3]<\/a>https:\/\/medium.com\/@Unlockd\/how-mobile-technology-is-redefining-the-consumer-experience-4f33b55d4e08<\/p>\n

[4]<\/a> http:\/\/www.businessinsider.com\/ibm-quietly-built-the-worlds-largest-digital-agency-heres-how-it-got-there-2016-3?r=UK&IR=T<\/p>\n

[5]<\/a> https:\/\/www-935.ibm.com\/services\/ibmix\/case-studies\/knorr.html<\/p>\n

[6]<\/a> http:\/\/www.businessinsider.com\/ibm-ix-is-cutting-out-ad-agencies-by-bringing-clients-in-through-consultancy-2017-4<\/p>\n","protected":false},"excerpt":{"rendered":"

IBM’s digital agency iX is changing the way corporations engage and market to consumers <\/p>\n","protected":false},"author":1806,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","categories":[212],"class_list":["post-6214","hck-submission","type-hck-submission","status-publish","hentry","category-winners"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-digit\/assignment\/digital-winners-losers-2018\/","yoast_head":"\nThe New Mad Men - Digital Innovation and Transformation<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-digit\/submission\/the-new-mad-men\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The New Mad Men - Digital Innovation and Transformation\" \/>\n<meta property=\"og:description\" content=\"IBM's digital agency iX is changing the way corporations engage and market to consumers\" \/>\n<meta property=\"og:url\" content=\"https:\/\/d3.harvard.edu\/platform-digit\/submission\/the-new-mad-men\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Innovation and Transformation\" \/>\n<meta property=\"og:image\" content=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/01\/Knorr-1-300x169.png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/submission\\\/the-new-mad-men\\\/\",\"url\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/submission\\\/the-new-mad-men\\\/\",\"name\":\"The New Mad Men - 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