Cybersecurity Awareness Training Presentation v2024.03
Observations and Headlines from Firestarters NYC @Google
1. OS and the Agency
5 Perspectives
Firestarters @Google NYC- December 3rd 2014
2. Firestarters
• Established by Neil Perkin in the UK- 3 years ago for Planners
• Google supported and sponsored
• First US event- organized by Ben Malbon and his team at Google
• Planner speakers
• Sarah Watson- BBH
• Johnny Vulkan- Anomaly
• Spencer Baim- Vice
• Ian Fitzpatrick- Almighty
• Noah Brier- Percolate
5. What’s OS?
• Software OS:Functioning code written with a POV
on users and the world
• Agency OS: A blend of culture and process that
defines the the how, what and why of output
6. Learnings
Old OS
Current agency
model- legacy OS
makes change hard
Recognize
Opportunity/Need
to Evolve OS
Change structure
Evolve process
Add and evolve outputs
Bring in new competencies
Source of pride = smart solutions, not art
7. Learnings
• Old code = Inability to adapt to changed needs
• Need to build a new code, or strip layers away from old code
• Understand what you want to make/do and can make/do
• Hire people who know
• Be comfortable with your definition of creativity
• Be flat, flexible, adaptable- created and manage chaos
8. Learnings
•Planners
• Must fit the organization’s OS
• Still need to be capable of answering the core strategIC
questions- objectives, audience, etc
• Find THE problem that needs solving
• Need to be flexible- cannot be constrained by process
• Go well beyond “the brief”
• Need to roll up sleeves, make things, make things happen keep
things moving- facilitation
10. Sarah Watson-BBH
• Worldview: OS is hiding between values and process. Our OS is old
and lethal
• Role of Strategy: Conforms to the OS
• Solution: Confront it
14. Ian Fitzpatrick-Almighty
• Worldview: We can find solutions for business that aren’t ads
• Solution: Strip away the code of the OS by hiring people with no
knowledge of legacy OS. “No one has heard of Lee Clow”
• Strategy: = UX
16. Johnny Vulkan-Anomaly
• Worldview: All types of creativity can be applied to solve business/
marketing problems. It’s not just about the P of promotion- product is
key
• Solution: Create a new OS by hiring creative specialists and place
in flat organization with no pyramid- work like you do for a pitch,
everyday
• Role of Strategy: Locates the business problem, facilitates and
manages argument(s)
19. Spencer Baim-Vice
• Worldview: We are the cultural reporters/creators for the Millennial
Generation
• Solution: Hire young specialists in culture
• Role of Strategy: Creates the Brand Strategy and the IDEA that links
brands to culture
22. Noah Brier-Percolate
• Worldview: Marketing management is dated, broken and incapable
of dealing with today’s complexity
• Solution: Build an OS capable of managing infinite complexity
• Role of Strategy: An algorithm inside a real OS