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- Rolf Andersson Can you sell AI solutions like you sell Big Mac burgers? I can’t recall who first came up with the brilliant brand name ”Intelligensen” for the new franchised retail chain. Swedish for “The intelligence”. Bold … simple … and a perfect fit for digital office products and services. Probably somebody at the ad agency. But I do remember the initial hesitant voices on the client side. Maybe … a bit weird? … or too cocky? Of course not! Cocky is great to attract attention, create industry buzz, or start an elevator pitch. The bigger question was, and is … can you really apply franchising … the McDonald’s hamburger way to sell professional IT systems? This was in the early 1980s, and my client had developed a franchising concept for their dedicated word processing systems and services. The products were more advanced than wp software for PC but still difficult to handle, and required several days of intense and frustrating classroom training for each user. The key target group was executive, legal, and other specialized secretaries and their bosses. In retrospect the brand name was more intelligent than the market assessment, and the market view was a bit shortsighted. A few years later UX had evolved, so most office managers and staff could easily learn and do their own word processing with minimal help. And the tech solution eliminated much of the manual work. Executive secretaries came to focus more on administrative chores, travel planning, etc. And the many full-time typists, in secretarial pools or elsewhere, had to rethink their careers entirely. There are many potential upsides to the franchising model. Facilitating smooth and rapid expansion, lower risk, easier financing, economy of scale… But there are relatively few successful franchised ventures for professional products and services. I can think of several reasons why. Like complex and flexible offerings, and higher capital requirements. MILLIONS OF JOBS AFFECTED – FOOD FOR THOUGHT? A product innovation that changed the work lives and careers of millions of office workers around the world. Rarely discussed today but … food for thought facing the far more potent revolution called AI. The Intelligensen venture only lasted a few years, and resulted in a mere handful of successful stores … and a number of half-baked efforts around the country. But I did learn a lot about the limitations of franchising. Phyron AI is an online service used to speed up sales by enhanced product presentation at scale, and automating the entire advertising process — from ad creation to publishing on all digital platforms. Launched in 2019, now revolutionizing sales and marketing for thousands of car dealers in more than 30 countries. Intelligent ideas travel fast. #aisales #aimarketing #aivideo #aiautomation #autoretail
- Mats Georgson, Ph.D. Please talk to me. I recently spoke at the excellent EFF-day hosted by Sweden’s Advertisers Association, discussing the evolving role of the marketing department. During my talk, I joked about the fact that many working in marketing today can’t even name the 4 Ps—product, price, place, and promotion. Afterward, people told me that even in this esteemed audience people were whispering, “What are the 4 Ps?” It’s clear that, for many, marketing has become synonymous with promotions. Only. And I get it! If you’ve started your career in a digital role, where your success is measured by metrics specific to your function, why would you bother with the bigger picture? But eventually, that broader perspective will catch up. Even the most brilliant tactics won’t drive results if the product is priced wrong, targeted at the wrong audience, or has the wrong features. Sooner or later, you’ll need to engage with the full picture. And as is often the case, talented individuals rise into leadership roles, where bigger decisions await. I want to understand how we can better support the next generation of marketing leaders. So, I’m looking to connect with: Young marketers, ideally under 30 With a few years of experience in the field Skilled at what you do, but who haven’t focused much on extended education. Let’s talk, exchange insights, and share experiences. I just want to understand how marketing looks from your perspective. Is this you, or do you know someone who fits the bill? My inbox is open.
- Klaus Markholt-Hansen What skills are essential to be among Denmark's top CMOs in 2024? As we approach the announcement of the CMO of the Year 2024, it's clear that successful marketing leaders are facing a constantly evolving landscape that demands a wide range of skills. To gain deeper insights into the industry's leading talents, we conducted a personality test on all candidates in collaboration with Talogy. Among other things, we asked the five nominees for CMO of the Year 2024 (Vivi Kofoed, Gjensidige; Liselotte Kirkelund, Normal; Kent Holm, Velux; Mette Fjeldsøe, Toms; and Trine Ahrenkiel, Nykredit) which skills they believe are most important to possess. The survey reveals that these three skills rank among the most crucial for the nominated CMOs in 2024: 💡 Critical Thinking 💡 Learning Agility 💡 Creativity & Innovation According to the nominees, these three abilities are paramount for navigating a world that is constantly evolving and for crafting innovative strategies that propel their companies to new heights. Who among the five nominees will take home the prize, and how the winner has leveraged these key competencies to drive success in their role as CMO, remains to be seen. Regardless of the outcome, we are confident that the nominees have demonstrated an impressive ability to adapt and thrive in a dynamic and competitive marketing world. You can learn more about the five nominees here: https://lnkd.in/d_4MfyBk See you next Friday - I'm looking forward to it! Please note that due to the unfortunate circumstances at Børsen, we have relocated the event to DR's concert hall. #CTO2024 #MarketingExcellence #CriticalThinking #LearningAgility #CreativityInnovation
- Erik Årnell This week I've spent half a decade at BBDO Worldwide. I could have never imagined that we would have experienced a pandemic, war in Europe and a recession during this time. But despite these challenges BBDO Nordics stand stronger than ever. We've rebranded the agency, grown from 53 to 85 people, increased revenues by 70% and received more than 40 nominations for our work this last year alone. I don't hold a promise of what the next five years will bring, but if I had the opportunity to travel back in time and give that less wrinkly version of myself some advice, then these would be it: Always ask the "dumb questions": Don't presume that if you don't understand something, it is down to your lack of intelligence. It is more likely due to a problem in communication. So set the example by daring to ask the obvious question. Because if you don't understand something, chances are that the people around don't understand it either. By asking the "dumb questions", you make it ok for everyone to do the same. Which fosters a culture of learning, over a culture of appearances. Learn to love your problems. You won't be able to create an environment where problems don't arise. The world is far too complex. So instead of getting beat down every time a new problems arise, realise that your role is not to ensure problems don't arise, but to make sure they don't grow too big. So learn to love your problems and make them your work. Eat the frog early. My father in law Terry told me this and it is still the best leadership advice that I've received. Just like eating a frog, no one likes the idea of having to make a tough decision. I have had many sleepless nights these last five years, but not in one instance has a problem become better because I didn't make a decision. So deal with the uncomfortable early. Be an elephant, not a crocodile. David Sandstrom told me this years ago. The idea is to have big ears, a small mouth and to use them in that proportion. What I've learned is that good executive decisions are the results of many different inputs. In essence, the more angles you have, the more informed your decisions will be. So make sure to listen actively, often and everywhere. That way you can stay consistent in your leadership. Don't be afraid to show your weaknesses. Don't try to live up to an idealised idea of what a professional leader should be like. Because in the real world no one wants to work with a perfect leader. They want to work with genuine leader that cares, blemishes and all. So don't be afraid to show your weaknesses, even it it shows that some late afternoons you become a human labrador. We not me oriented. The success of BBDO will never be down to one individual. Rather a team of talented people who come in to work everyday hell bent on creating inspiring work! So be ruthless with hiring people who are both nice and talented. Then lead by leaving your ego at the door and work hard to make other people shine. Ps. You guys rock!
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