The agency group WUNDERMAN has been founded in 1958 by the advertising legend Lester Wunderman. Wunderman is recognized as the developer of direct marketing. From this expertise an agency group with offices around the world has grown, which is known primarily for data-based marketing. They are now no longer just data specialist, platform manufacturers, audience manager, analyst and strategist nowadays they transform their results in communication and interaction on all channels – they create and produce.
With the claim creatively driven and data inspired – it is their goal to inspire people to take action.
How does an agency like this in such a rapidly changing world and ever-changing market demands, always moving with the times? While postcard mailings from the direct marketing can be found today in advertising museums, the agency pushes itself to progress and develop. We met Ernest Riba, Director of Strategy and Innovation for the office in Buenos Aires in Argentina.
Together with his innovation team, they are constantly working on new developments. The projects are not made for PR nor as a business model. In the foreground is the provocation of rapid innovation and a further added value is possibly created from the results. The projects are arisen out of the organization. Sometimes they are driven by a basic idea, which has convinced the internal pitch or they are user driven. Simply because internally a certain need, problem or a process is what you can be served. Some of the projects are motivated by customers.
The procedures are quite different then. But mainly it comes to develop quickly and directly. No power point battle instead ofaus directly implementation. Foremost is the project – the examination and then it comes to what you can make out of it. The team by Ernest Riba is supplemented with internal experts from various fields. And then they do e.g., a Hackaton (contraction of the words “hack and “Marathon”). An event to develop in collaborative teams of experts, a software or hardware within the duration of the event.
We have visited a Hackaton at Wunderman in Buenos Aires and seen how the team of designers and programmer has developed a self-driven robot. We could feel the inventiveness and energy, which forces development and let great things rise.
The visit at Wunderman has shown us again how larger organizations forces themselves to innovations. The focus is on the learning factor and how to transform the results. This vibe and the results are shared across the organization and is pushing the whole agency. Because once again, it is about getting things done.
Wunderman also offers a method kit for startups, which allows in a style of a game to edit the main issues by questions to develop solutions creatively.
Thanks to the Wunderman Innovation team for this exciting afternoon and here are some impressions from our encounter: