SINGAPORE | MUMBAI – LinTeractive, the digital arm of MullenLowe Lintas Group, unveiled a proprietary framework named Deep Digitisation at a major regional industry event today, in Singapore.
Digital Transformation is a subject gaining currency, both as an opportunity and a cause-of-concern, across the industry over the past year. LinTeractive’s framework, Deep Digitisation, looks at re-imagining organizations for a digitized environment, leading to transformation as the outcome.
Eight months ago, the agency set up a task-force of technologists, designers, analysts and strategists, to develop approaches that could help large organisations evolve for a digitised environment. The team, led by Sumanta Ganguly, Executive VP – LinTeractive, came up with several hypotheses and some prototypes that eventually led to the Deep Digitisation framework. The agency claims to have tested alpha versions of it with some of its existing clients to establish applicability and robustness.
Vikas Mehta, Group CMO & President, Marketing Services – MullenLowe Lintas Group says, “We’ve been in several conversations with clients about Digital Transformation over the past months. A pattern seems to be emerging, where a discussion with CMOs quickly evolves to include the CTOs and the CEOs as crucial players who need to come together to drive digitisation. While there are several offerings in the market that promise digital transformation, they come from either consulting or technology firms. Each has its own strengths, but almost all of them fall short of building an ecosystem around every company’s most important asset, its customers. This observation led us to start working on a model that could put users (including consumers), at the heart of an organisation’s digital ecosystem.”
Applied to businesses, Deep Digitisation clusters multiple stakeholders as user groups, and puts them at the core. Post that, it intervenes with the company’s work-flows in three ways:
– Unify the organization to create seamless interactions within, and among user groups
– Build out a content engine to constantly drive these interactions
– And finally, it creates a roadmap to scale through a platform stack to facilitate collaboration in a modular fashion
Speaking of the launch, Ganguly says, “Most of today’s successful companies were born in an era of competition. They are organised around competencies and structured to create competitive advantage. Their digital pursuits are reflective of this reality where every department is driving multiple digital efforts simultaneously. But when you add them all up, it ends up with common gaps, as well as duplicated efforts. In an era of collaboration, the whole company needs to come together as one, and create a seamless experience for every user group. We’ve attempted to achieve that through Deep Digitisation. The framework helps companies reorganize around their existing structures and yet, have a unified approach to digital transformation.”
As per the Deep Digitisation framework – digital transformation is the outcome of an ecosystem of platform play that sets the stage for consistent innovation.
Applied to organisations, the approach is semi-structured and leads to a customised solution in each instance. As Ganguly puts it, “What we’ve seen with most use-cases so far, it’s about two-thirds constant where the modules are plug-and-play, and one-third bespoke. The customization varies depending on the scale, complexity and ambition of the company.”
Creating the Deep Digitisation roadmap for a company requires about 6-8 weeks of intense immersion into a client’s organization, while implementation can last up to a year. This module is especially useful for companies that are about to take the next leap of growth as also for large organisations that operate in diversified fields but prefer that their verticals work in a collaborative manner so that the final outcome augurs well for all. LinTeractive aims to work with 3-4 clients this year, on this module.
In photos are Sumanta Ganguly, Executive VP – LinTeractive and Vikas Mehta, Group CMO & President, Marketing Services – MullenLowe Lintas Group.
