Cultural transformation and disruptive innovation go hand in hand, said Mike Woodrow, CEO of Orange Digital. While working on a pro-bono project with the Australian agency, Woodrow said he noted “the correlation between the performance of people and the performance of the business model,” he told Velocitize Talks. The agency founders later asked him to join them; that journey speaks to what is important in an organization: “The distinctiveness is in our culture and the culture drives performance.”
Structures and systems can help, but the customers and clients have to remain at the center of the experience; data is essential to make it, said Woodrow.
Many clients who come looking for rebranding often realize what they are after is a cultural shakeup and alignment of principles with their image, said Woodrow.
“When you live in 2018 it’s easy to lose sight of the century you live in,” said Woodrow. “We’re really early in this journey, in the evolutionary process.” Digital marketing is still young, he said, comparing it to the early days of the automobile. Just like some early pedestrians were run over, digital marketing is claiming some casualties, like privacy, but that is part of the evolution and consumers should eventually prevail, he said.
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