overview of this fluid world

what we do
this fluid world helps organisations achieve superior performance, and identify new sources and vehicles of revenue and growth, in a fluid business environment we do this through: • • • • •
advice by providing experience-backed strategic guidance, that results in competitive advantage, or commercial benefit ideation by generating, selecting and executing on ideas that spread knowledge by cultivating awareness, understanding and skills within your organisation employees by inspiring, empowering and directing people to gain the best results customers by attracting, engaging and collaborating with them in
new ways

how we do it
commercial success requires vision, first class products and services, powerful strategies, engaging communications and talented people. this is why, at this fluid world, we offer a combination of:

• • • •

business & marketing consulting ideation & problem solving learning & development execution services

we do it well
business & marketing consulting “The best consulting money I’ve ever spent” Thomas Labarthe,VP Mobile Advertising Solutions, Alcatel-Lucent learning & development “The best training I have ever had in seven years of media” Rebecca Parrott, Planner, MediaCom ideation & problem solving “I don’t know anyone that does it better than they do” Nicole Yershon, Head of Innovation, Ogilvy & Mather

what we talk about
mobile marketing, 3D printing, artificial intelligence, customer service, innovation, facebook, core competencies, go to market, measurement, people, loyalty, segmentation, partnerships, engagement, branding, New Product Development, digital, transparency, technology, business model, social media, psychology, sentiment, marketing, value proposition, emerging markets, twitter, marketing mix, revenue, ROI, disruption, risk, reputation, personalisation, apps, real time, customisation, retail, value chain, mobility, pricing, collaboration, communities, rewarding, competitive advantage, cyworld, buzz monitor, behavioural economics, KSF, narrowcasting, bravery, brand extension, robots, vision, incremental innovation, tagging, QR codes, affiliate marketing, developing world, growth, USP, channels, platforms, 4D, targeting, relevance, differentiation, success

who we have helped
our experience spreads across nations, industries, organisations, business problems, brands, disciplines, platforms and channels it is the learning from collaborating with our clients, large or small, that we bring with us to each project. below is a list of some past and present clients we have assisted globally
Alcatel Lucent Amex AT&T Blyk BP BT Cisco Clinton Cards Comverse Dulux Duracell Expedia Ford Groupcall Heineken IBM Kodak Levis liveaps Marketing Week MediaCom Microsoft Mindshare Ministry of Sound Motorola Nesta Nokia Nuffield Health Ogilvy Philips Posterscope QuickTV Sony Telia Tesco Turner Broadcast Unilever Vodafone WPP

the fluid network
we have chosen to be a highly fluid unit. this is to ensure we offer independent advice, but also to guarantee the quality and flexibility that comes from involving the right people, with the right skills, at the right time to make this possible we have assembled a talent pool of companies, agencies, and independent consultants from across the globe, that we pull in as and when needed

jonathan macdonald: co-founder
below is a summary overview of jonathan’s experience and achievements • • • • • • • • • • • • •
assisted over 100 companies in digital strategy and execution created and launched one of the first UK/EU e-commerce platforms 1999 consultant to UK Government on digital and education 2001 managed and launched Ministry of Sound`s digital strategy 2006 assisted launch of ad-funded mobile network Blyk 2007-2008 winner of Mobile Marketing Innovation Award 2008 created Ogilvy`s Global Mobile strategy 2008-2009 founder or cooperative investment incubator, Every Single One Of Us, in 2009 voted #8 in RockStars of Web 2.0 by industry peers in 2009 consulted on mobile strategy for development of Alcatel`s ad platform, Optism 2009-2010 IAB Mobile Committee Board Member 2009-2011 50k+ readers of blog per month and c. 28,000 twitter followers author of cited books, white papers and articles on communication, social media and mobile

liri andersson: co-founder
below is a summary overview of liri’s experience and achievements • • • • • • • • • •
MBA and a B.A. (Hons) International Marketing 15 years experience in marketing services across nations, industries, brands, disciplines and channels built world service office of Research International (WPP) 1995-1997 defined direction of global team at Cisco responsible for internet business solutions for key clients 1998-2000 shaped in-store retail proposition for WPP 2003 contributed to defining strategic direction of media planning in retail at Mindshare 2005 identified and managed projects to future-proof Ogilvy 2007-2008 consulted Yahoo! (US) on online display advertising strategy 2009 senior strategist on key account at MediaCom and responsible for developing understanding of business methodology for planning department (this fluid world client) 2010 active writer and blogger

business & marketing consulting

approach
the methodologies used to create powerful visions, innovate, future proof, design go to market strategies, or harness the power of new media, involves close cooperation with our clients the advice given to a business, industry sector, or project is not merely transferred from us to clients, but created during a process of active collaboration this approach spreads information, knowledge, understanding, and accountability throughout the entire organisation, ensuring action, results, and long-term effect

consulting offer
we have dedicated a lot of time to develop consulting services that have a real impact on a business, some which are mentioned below:

fluid digital health check tests the extent, and suitability, of current discoverability, sociability and convertibility of an organisation’s assets within core digital environments, against expectations, and opportunities use and diffuse are designed to assist organisations in developing a social media strategy that has a positive effect on achieving brand and business objectives, or to avoid, address and resolve a social media crisis monetising existing technology through advertising (meta) is designed to assist technology companies looking to monetise through an advertising funded business model market access plan (map) is designed to assist organisations looking to gain market share, access new markets, or to discover a point of differentiation the edge is designed to assist organisations in creating superior value for its customers, and greater profits for itself advance scenario planning (asp) is designed to assist organisations to the nature, and impact, of the most important driving forces affecting their business

• • • •

consulting products

fluid digital health check
the fluid digital health check is a holistic, and powerful, analysis of an organisation's digital presence, and activities, leading to a strategic recommendation of opportunities that should be considered in this space to drive brand building, and commercial growth

overview
the fluid digital health check comprises three dimensions:

discoverability: how your digital properties are discovered, and the ease of this discovery happening, across the entire digital landscape convertibility: the direct, and in-direct, paths to action, including owned properties and 3rd party properties sociability: the relevant conversations taking place, the environments in which these happen, your level of involvement versus customer, and consumer, expectations

• •

impact pt1
the combined analysis enables your organisation to have a holistic view of: •
the primary digital trends affecting the specific marketplace in which you operate, having a direct impact on your existing, and potential, revenue streams •
the ways in which your consumers, and customers, are using digital tools, platforms and channels, to discover, interact and purchase across the digital landscape, having a direct impact on your commercial, and brand, success •
the expectations of experience amongst your consumers, and customers, of your digital properties, having a direct impact on the type of environments, experiences, and communications needed

impact pt2
the fluid digital health check enables you to understand:

• • • • •

which parts of your digital activities are working, and why areas to be addressed for improved experience, and conversion where spend is providing most return on investment, and where it could be optimised further how your brand is currently perceived, and ways in which you can increase positive perception the level of loyalty amongst your digital customers, and consumers, and how to create, harness, and nurture positive advocacy

use
to enable, and empower brands and organisations in seeing, understanding, and harnessing the opportunities in social media, this fluid world has created a proprietary technique called use use enables positive brand building, and revenue stream generation, through the use of social media methodology, tools and channels and by incorporating wide experience, and expertise, across nations, industries, brands, business problems, disciplines, and channels

overview of use pt.1
use covers the following process: phase one social media deep dive: the requirement for understanding social media should not be limited to one department, person or moment. an organisation’s social media strategy will directly, or indirectly, affect, or be affected by, everyone in the company. due to this, all employees play a role in delivering upon a chosen strategy it is therefore crucial that all parties involved have a solid understanding of online usage, opportunities, risks techniques and be best practice, prior to embarking on strategic development, and execution. this is ensured through a learning & development session phase two preparatory assessment: once everyone involved has reached the same level of deep understanding, we hold a session, in addition to conducting interviews with key stakeholders, to investigate the organisation’s real needs with regards to social media

overview of use pt.2
use covers the following process cont.: phase three opportunity assessment: once readiness has been assessed, a detailed external and internal audit takes place to establish the organisation’s external, and internal, opportunities, in relation to social media. this involves activity scanning, target group analysis, competitor analysis, capabilities, and ability to manage a successful social media strategy phase four definition of the social media strategy: to design the ultimate social media strategy, and to ensure harmonisation with existing capabilities, business objectives and marketing activities, the strategy is defined collaboratively with the organisation. only at this stage are the tools, platforms and channels such as twitter and facebook chosen as required phase five execution management: this part of the service, if required, includes; project management support, creation of materials, social media network presence management, reporting and tracking facilities, analytics and research, to enable productive and profitable growth throughout the organisation from exploiting the wide range of opportunities

impact of use
the outcome of use puts an organisation in a strong position by ensuring:

• • • • •

total visibility and understanding of the opportunities, and risks, associates with social media involvement the creation of a cutting-edge social media strategy that incorporates the best practices, in tune with the ways that online users behave understanding of how various tools, platforms and channels can be used to achieve objectives implementation of a robust set of protocols that enable reference during execution improving the way business is done, and ensuring social media activities have a positive effect on business

diffuse
it used to be the case that the reputation of a brand was created, maintained, and adjusted by brand-led communications, through one-way broadcast channels in today’s world, regardless of territory, the reputation of a brand is often decided on and communicated about online by the public. this is compounded by the reality that, as ever, bad news spreads faster than good news the unpredictability of the situation organisation’s are facing on-line means that on-line reputation management is increasingly a mandatory inclusion in all businesses it is for this reason this fluid world has developed diffuse. diffuse ensures that an organisation is able to detect, address, and resolve, a social media crisis in the most beneficial and timely way, before it escalates

overview of diffuse pt.1
diffuse covers the following process: phase one social media deep dive: the requirement for understanding social media crisis management should not be limited to one department, person or moment. an organisation’s social media strategy will directly, or indirectly, affect, or be affected by, everyone in the company. due to this, all employees play a role in delivering upon a chosen strategy it is therefore crucial that all parties involved have a solid understanding of online usage, opportunities, risks techniques and be best practice, prior to embarking on strategic development, and execution. this is ensured through a learning & development session phase two preparatory assessment: once everyone involved has reached the same level of deep understanding, we hold a session, in addition to conducting interviews with key stakeholders, to investigate the organisation’s readiness with regards to on-line reputation management

overview of diffuse pt.2
diffuse covers the following process cont.: phase three vulnerability assessment: once readiness has been assessed, a more detailed assessment takes place of the organisation’s external, and internal, vulnerability. this involves crisis scanning, target group analysis, competitor analysis, internal capabilities and ability to handle a social media crisis phase four scenario planning: this phase is dedicated to creating likely scenarios that have the potential to be damaging to the business, with a view to establishing possible circumstances or crises, on which to plan the online reputation management strategy around

overview of diffuse pt.3
diffuse covers the following process cont.: phase five definition of on-line reputation management strategy: following the previous steps, the final phase is where a strategy is defined, to fully prepare an organisation for an on-line situation. this is created collaboratively with the organisation to ensure harmonisation with existing capabilities, business objectives and marketing activities phase six execution management: this part of the service, if required, includes; project management support, creation of full training materials for other stakeholders within organisation and partners, internal training in person, or virtually, material, technology & outreach

impact of diffuse
the outcome of diffuse puts an organisation in a strong position as it ensures:

• • • • • • • • •

a solid understanding of online behaviour, including social media, and its effect on the organisation, and its brands a clear understanding of the potential risks seen from an on-line reputations perspective an assessment of the organisation’s ability to handle on-line PR challenges, over and above standard buzz tracking a clear and robust reputation management strategy the ability to respond in an appropriate way to activities taking place online the ability to address circumstances, prior to a crisis occurring the ability to handle an online crisis situation within the timeframe required appropriate allocation of resources enablement to use online reputation management as an integrated part of business, marketing and communications strategy

meta
monetising existing technology through advertising (meta) is a programme designed to assist technology companies looking to Mounties through an advertising funded business model meta provides organisations with a solid grounding of the advertising and media industry, and takes a company through a strategic process to develop a sustainable and robust business strategy

overview of meta pt.1
meta covers the following process: snapshot of today: sessions aimed at giving insights into the current commercial and consumer environment covering; branding, the agency world, consumer landscape, telecoms industry, methodology and key challenges faced when entering this market space external analysis: investigation into opportunities, and threats, through external, competitive and customer analysis to identify suitable positioning, and test perception and potential acceptance of product or service internal analysis: evaluation of the internal environment, to identify strengths and weaknesses by auditing technological, personal, cultural, financial, organisational and operational factors gap analysis: identification of core competencies by comparing the present with optimum performance, key success factors and potential market opportunities

overview of meta pt.2
point of differentiation: leveraging gap analysis, and creative workshops, to develop feasible differentiation solutions, in addition to concept testing with potential customers, spokespeople and influencers partner programme: identification of partners that fill capability gaps, definition and positioning of partner requirements, and creation of value proposition for partner outreach use case strategy: assessment of best fit brands, target groups, routes inward, metrics for measurement, user experience and creation of trial roadmap execution of trial: partner selection, liaison, negotiation and trial milestone management including; monitoring of metrics, adjustments against results and construction of reporting against use case metrics scaling: assessment of trial, adjustment of strategy for scaling requirements, and creation of a scale roadmap and timeframe. internal and external needs are re-assessed and action agreed where necessary

impact of meta
the outcome of meta puts an organisation in a strong position as it ensures:

• • • • •

knowledge and understanding of the environment the organisation is looking to operate in definition of a solid business strategy the most effective and powerful way of going to market a viable revenue source a tested concept in a trial environment

map
market access plan (map) is a process which allows organisations to map out their options in order to define a point of differentiation whether you are a new entrant into the market, or an established firm looking to access new markets, identifying a point of differentiation is key to success the purpose of map is to put an organisation in a position where a company can create products, services and communications that stand out in the market

overview of map pt.1
map covers the following process: snap shot of today: sessions aimed at giving insights into the current commercial and consumer environment covering; branding, the agency world, consumer landscape, telecoms industry, methodology and key challenges faced when entering a market space external analysis: investigation into opportunities, and threats, through external, competitive and customer analysis to identify suitable positioning, and to test perception and potential acceptance of product internal analysis: evaluation of the internal environment, identifying strengths and weaknesses by auditing technological, personal, cultural, financial, organisational and operational factors

overview of map pt.2
gap analysis: identification of core competencies by comparing the present with optimum performance, key success factors and potential market opportunities point of differentiation: leveraging gap analysis, and creative workshops, to develop feasible differentiation solutions, in addition to concept testing with potential customers, spokespeople and influencers partner programme: identification of partners that fill capability gaps, definition and positioning of partner requirements and creation of value proposition for partner outreach

impact of map
in a commercial environment, where many companies are fighting for success, map enables you to:


fully understand the market you operate, or are looking to, operate in
identify attributes and benefits that consumers strongly, uniquely, and positively value

create products and services that stand out due to a clear point of differentiation

the edge
the edge is a way for an organisation to achieve sustainable competitive advantage the edge does this by defining a strong organisational competitive advantage, thus enabling a company to create superior value for its customers, and greater profit for itself

overview of the edge pt.1
the edge covers the following process: snap shot of today: identification of best practice through an external audit and the exploration of competitive realities through an internal audit, resulting in an understanding of; the marketplace, industry direction, the organisation’s present knowledge, activities and capabilities investigate the possible: exploration of the unknown through interviews and workshops with visionary experts/individuals/consumers, resulting in an understanding of what could be achieved/offered/created, in addition to creative ideas for products/services/innovation not fulfilled in the marketplace to date

overview of the edge pt.2
analysis and insight: analysis by consultants of information gathered, resulting in identification of; ideas and activities to emulate, unsatisfied needs, un-tapped opportunities, where the organisation needs assistance in elements to be built/promoted, or de-prioritised internally strategic choice: gap analysis and testing of proposed points of differentiation through a task force or workshop, resulting in the definition of a realistic, sustainable and repeatable competitive advantage action plan: definition of a road map to achieve competitive advantage, resulting in an understanding of; actions, resources, capabilities needed and partnerships required. responsibilities are assigned, time frames and a communication strategy defined

impact of the edge
giving yourself the edge will translate into:

• • • •

the creation of superior value for your customers generation of greater profit for the organisation maintaining your status of, or elevating an organisation to, market leader a sustainable competitive advantage

asp
advanced scenario planning (asp) is based on the likelihood that the future may differ greatly from what we know today asp is a methodology that ensures a company understands the nature, and impact, of the most important driving forces affecting their business, hence allowing them to prepare, and act, in a way that future proofs the organisation

overview of asp pt.1
asp covers the following process: orientation • identification of the theme/topic/issue/question of interest to the organisation • establishing present situation by identifying: what is known, predetermined elements that are likely to occur, what is working, or not working, in the system/organisation/world • identification of driving forces/key factors in the political, economic, social, technical and legal environment • selection of critical uncertainties (larger driving forces) • understanding the impact of the most important driving forces of the future the above is carried out via comprehensive interviews and workshops with key stakeholders and external sources

overview of asp pt.2
building • the creation of a series of stories extrapolated from the driving forces of primary influence identified during facilitated sessions • building of scenarios in a workshop, where diverging worlds are crafted, describing different futures around the inherent stories affirmation • this fluid world creates up to four scenarios, while testing for plausibility and consistency, drawing on past experience, market intelligence and input from external sources planning & implementation • quantifying the impact of each scenario on the organisation • identifying challenges and best business options in each case • selection of direction and formulation of appropriate strategies • action planning and implementation • creation of internal and external communications

impact of asp
the outcome of asp puts an organisation in a strong position by allowing it to:

• • • • • • •

identify important changes in the business environment discover unforeseen challenges and opportunities improve decision-making feed valuable information into strategic planning manage uncertainties profit from change outcompete competition

feedback
we are very proud of the feedback we have received over the years for the business and marketing consulting we have done. below are some qualities clients have been particularly enthused about

• • • • • • • • •

we have vision we understand organisations we think strategically we have business acumen we solve problems we generate great ideas we focus on solutions we ensure actionable recommendations we challenge status quo

testimonials
"I'm impressed with the vast amount of knowledge this fluid world has, and the way they translate it into concrete answers to the issues and the challenges we faced. I would definitely recommend this fluid world if you need to turn an idea into a solid business model. it's consultancy at its best" Hans Veldhorst, Digital & Marketing Director, Ogilvy “this fluid world were good fun to work with, delivered genuinely actionable outputs, and took us to a different place, in addition to making us think differently about a problem, which is exactly what you want from a consultant” Glen Wilson, MD, Posterscope “The best consulting money ever spent” Thomas Labarthe, VP Mobile Advertising Solutions, Alcatel-Lucent “Much of the thinking that came out of the work we did together will form our new approach” Paul Salador, Finance Director, Clinton Cards

case studies and testimonials

Alcatel Lucent
what Alcatel was looking to do Alcatel was looking to develop a unique, and relevant, mobile advertising proposition that would stand out in an over-saturated market what we did Alcatel commissioned this fluid world’s consulting services due to our vast experience in mobile, media and advertising, and our success in developing go to market strategies the project included two main phases 1) an extensive analysis of competitive activities and offerings, present innovations and market needs, in addition to an Alcatel capability audit around technology, people, resources and commercial relationships 2) close collaboration with senior management at Alcatel to define an offering that would capitalise on Alcatel’s strengths, appeal to phone operators through a new revenue stream, advertisers and brands through enhanced relationships, and most importantly to the end user by offering them a service based on value what happened together with our client we created a unique permission based mobile marketing platform called Optism, an offer that has launched successfully and has lead Thomas Labarthe,VP Mobile Advertising Solutions, Alcatel-Lucent to say that working with us was “The best consulting money ever spent” the venture continues to get extensive press

Nokia Siemens Networks
what Nokia Siemens Networks (NSN) was looking to do NSN wanted to apply social media to market a new product in a cost efficient and relevant way what we did NSN commissioned this fluid world's consulting services to create a social communications strategy for its product launch due to our deep understanding of a socially interactive world we worked closely with senior management to ensure success through the following stages

a three phase introduction to social marketing covering; what social media is, how it works, best practice, opportunities and risks involved, role of social media throughout the marketing mix, social crisis management, and ways of monetising in a socially interactive world working closely with the Global marketing team we created a social communications strategy by applying a bespoked strategic framework created by this fluid world. the process ensured NSN's social communications strategy took into consideration; the internal objectives, available skills and resources, strength of technology, in addition to external customer needs and behaviour, ensuring ultimate outcome

what happened the strategy produced significant global press leading to an engaged market place in which the NSN sales team can relevantly sell in the solution. Luc Devisscher, European Head of PR & Marketing Communications says, "We contracted this fluid world to create a social communications strategy for the launch of one of our new technological solutions. They showed a deep level of understanding of the social media landscape and their strategic guidance was outstanding. This resulted in a robust and effective communications initiative that we have incorporated globally with great success"

Clinton Cards
what Clinton Cards was looking to do although market leader since 1968, the organisation recognised the untapped potential in harnessing current, and future, marketing trends what we did Clinton Cards commissioned this fluid world’s consulting services to assist them in exploiting new opportunities. our objective was to work closely with the Board to open new avenues for the organisation. we achieved this through the following process:

• •

we started by expanding Senior Management’s understanding of what is possible with today’s marketing, communications and technology tools through learning sessions through a series of strategic work sessions we defined a proposition that would achieve growth, as well as sustainability. the proposition was subsequently road tested with the target market in collaboration with specialists in new media, communications and technology; creative, innovative, and tangible, suggestions were generated for Clinton Cards

what happened Paul Salador, Group Finance Director Clinton Cards Plc says, “We were constantly challenged to turn our traditional views up-side down, while giving us tools to facilitate the necessary change. The sessions were brilliantly facilitated; we were pushed to look at our business, business in general and the world from a different perspective. They were successful in getting 8 different personalities to agree on a vision, which we felt excited about, and one that is also true to the organisation. Much of the thinking that came out of the work we did together will form part of a new marketing campaign”

Ogilvy Netherlands
what Ogilvy was looking to do having been proactive and brave in incubating a small start-up the management team at Ogilvy was looking to road test the new business concept, and collaboratively develop a commercially viable proposition in advance of going to market what we did Ogilvy commissioned this fluid world's strategic consulting services to ensure the proposition was in-tune with the modern business world, and commercially viable. success was ensured through the following stages

the  business  plan,  and  marke2ng  material,  was  analysed  to  assess  the  viability,  strengths  and   weaknesses  of  the  proposi2on.  changes  and  opportuni2es  needing  to  be  explored  further  were   also  iden2fied the  findings  from  the  analysis  were  brought  into  a  strategic  workshop  a=ended  by  senior   management  at  Ogilvy,  and  the  incubated  company.  during  the  facilitated  session,  the  main   components  of  the  proposi2on  were  re-­‐built,  ensuring  op2mum  market  and  commercial  viability

what happened following the collaboration between this fluid world, Ogilvy and the start-up, the proposition has become a substantial business case and is now seeking funding Peter Paul Blommers, CEO of Ogilvy Group Netherlands says, "We hired this fluid world to make an incredible fluid business idea as concrete as possible, and they succeeded in doing that" Hans Veldhorst, Digital & Marketing Director, Ogilvy says, "I would definitely recommend this fluid world if you need to turn an idea into a solid business model. It's consultancy at its best"

to view a video of feedback on business model consulting at Ogilvy click below

Posterscope
what Posterscope was looking to do Posterscope was looking to explore ways in which the organisation could add value, or exploit new revenue opportunities, in the retail space what we did Posterscope commissioned this fluid world's consulting services to explore this further due to our background, and experience, in retail and digital. during the project we worked closely with the MD of Posterscope, and senior management, to ensure ultimate advice, and strategic fit with the organisation early investigation showed that looking at retail from a broader perspective would allow Posterscope to benefit from new revenue opportunities we conducted a full market analysis and combined the findings with our extensive expertise and Posterscope's strong capabilities. from this analysis we identified five realistic opportunities for Posterscope, each opening up new revenue opportunities what happened Posterscope is actively looking for partnerships which will allow them to execute on the ideas. James Davies, Director, Posterscope & CSO Posterscope USA says, “The concepts that we have ended up building on have been particularly innovative, highly based around digital, and really very much geared to the future of the communications landscape.” Glen Wilson, MD, Posterscope says, “this fluid world were good fun to work with, delivered genuinely actionable outputs, and took us to a different place, in addition to making us think differently about a problem, which is exactly what you want from a consultant.”

to view a video of feedback on consulting on new market opportunities at Posterscope click below

Groupcall
what Groupcall was looking to do the Managing Director of Groupcall had a unique social media business idea that he wanted to ensure had the greatest chance of commercial success what we did Groupcall commissioned this fluid world's consulting services due to our experience and expertise in the social media and digital space. the purpose of the collaboration was to develop the existing idea and to ensure all risks and commercial opportunities were adequately addressed and maximised. the process used to ensure this was as follows

custom  tailored  sessions  were  facilitated  where  key  aspects  of  the  value  proposi2on  were   developed  including;  product, technology,  commercial,  behavioural,  marke2ng  and   partnership  components once  these  components  of  the  business  idea  were  iden2fied  and  scoped  out,  a  high  level  plan   was  designed,  including;  purpose,  offering,  2me  lines  and  key  ac2on  points

what happened the involvement of this fluid world ensured a  robust  and  commercially  strong  vision,  and  ac2on   plan.  the  business  plan  is  being  further  enhanced  prior  to  roll-­‐out this is what Lawrence Royston, the Managing Director of Groupcall, says about working with this fluid world, "We got an enormous amount out of the collaboration. In essence we scotched out the details of the next 12 months, were the flaws and strengths were, what we should be ignoring, and where we are going. It created clarity and allowed us to focus our efforts. I absolutely feel it was money well spent, and I would recommend this fluid world to anyone else"

to view a video of feedback from market entry consulting at Groupcall click below

ideation & problem solving

approach
today, more than ever, innovation is needed to ensure growth and profitability innovation requires great ideas, a system to identify which ones to pursue, a way of ensuring the ideas spread, and finally a process for successful execution id8 is a service aimed at creating powerful ideas that generate commercial, and successful, products, services, processes and solutions for an organisation

overview of id8 pt1
id8 comprises two key stages ensuring successful innovation through idea generation and problem solving: phase one: idea preparation

• • •

definition of strategic goals: strategic goals and/or directions of the business are clearly defined through facilitated sessions and internal interviews identification of key trends: trends and likely futures are established through a mix of our experience, desk research, and interviews with thought leaders understanding of needs: unrecognised, unmet and unarticulated needs, in addition to the unfolding future in which the company operates, are identified through a combination of internal/external interviews, specialised desk research, and workshops establishment of guidelines: to ensure relevance of ideas, and an ultimate selection process, frameworks and guidelines are created that are used to shape the thinking around future idea generation

overview of id8 pt2
phase two: idea generation

creation: to ensure generation of the most creative and beneficial ideas, a range of tools and techniques, in addition to the fluid consultant’s vast experience is used to guide an organisation into profitable opportunities


• •

assessment & selection ideas: ideas with best strategic fit,

and relevance for the future, are selected according to the frameworks and guidelines previously identified scoping and distribution: to enable efficient distribution of ideas and key stakeholder’s buy-in, ideas are scoped out and communication material created execution: to ensure effective execution through the translation of ideas into action, we carry out an assessment of capabilities, required resources, and partnerships. solutions that address capability gaps, while removing any obstacles, are collaboratively sought out with the organisation

impact of id8
id8 allows your organisation to flourish through:

• • • • •

a clear understanding of what will add real value to your market and organisation ideas that are born from an ingestion of new thinking and understanding ideas that are rigorously tested ensuring optimal resource allocation a solid plan that ensures successful execution and finally… innovation through ideas leading to successful products, services, processes, or solutions for the organisation

our unique approach
any ideation and problem solving we get involved in ensures actionable solutions that can be executed on immediately. this is achieved through a combination of the following:

• •

collaboration: suitability of ideation and problem solving is ensured through close collaboration between this fluid world, the organisation, and any external contributors guiding and facilitation:  the  project  manager’s  and  facilitator’s  responsibility  is  to  bring  external   ideas,  and  input,  from  someone  with  different  knowledge,  experience,  and  a  different  perspec2ve  and   understanding  of  the  world,  in  addi2on  to  exposure  to  many  companies  with  similar  opportuni2es,   problems  and/or  challenges best in class workshop techniques: our facilitated interactive sessions and workshops are recognised as best in class and aimed at stretching the minds of participants, enabling ideas and solutions to be created that would not normally be conceived lateral creative thinking: this fluid world has a strong reputation for lateral creative thinking. we can take standard ideas and add totally new and unexpected angles, whilst remaining tangible and commercially viable research across industries, nations, channels and business problems: along with over 30 years of hands-on business experience, we continuously research transferable knowledge and best-practice from all industry verticals, in all nations, regardless of channel and within numerous business problems

feedback
we are very proud of the feedback we have received over the years for our ideation and problem solving. below are some qualities clients have been particularly enthused about

• • • • •

we are creative we have a broad knowledge we solve complex problems we generate powerful ideas we are talented facilitators

testimonials
“I trust them, and when you bring in clients who are spending money you have to trust that you will be getting a good outcome. That is what this fluid world does, they allow you to come up with lots of ideas that clients can act on immediately, and ideas that can go into development. At the end of the day clients are super happy!" Nicole Yershon, Head of Innovation, Ogilvy Group UK “The sessions were brilliantly facilitated, we were pushed to look at our business, business in general, and the world, from a different perspective, to identify, not what we are, but what we could be, and our reason to exist” Paul Salador, Finance Director, Clinton Cards “This approach moved us away from developing just a digital strategy for Heineken, and helped us shape the way we plan to build the premium credentials of the brand going forward" Bruce Reinders, UK Brands Director, Heineken

case studies and testimonials

Unilever
what Unilever was looking to do Unilever was looking to explore ways in which technology and modern world consumption could innovatively be brought into their brand’s vision what we did working with Ogilvy Labs, this fluid world facilitated a strategic workshop for Unilever to explore opportunities in this area

an interactive presentation and discussion was held to identify how future competition, emerging technologies, changing social behaviours and purchase habits could effect Unilever brand’s vision a group session was facilitated where a clear vision for future purchase behaviour, and usage of products, was created, taking the new learnings from the first phase into consideration a number of scenarios were developed to define retail and purchase habits of the future the ultimate scenario was selected to be fed into Unilever’s vision development

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what happened Unliver’s vision around technology, and modern world consumption, was subsequently developed upon to incorporate the findings from the workshop Asad ur Rehman, Global Communication Planning Director says “Jonathan, from this fluid world, is an energetic and brilliant facilitator. We will gladly continue to use him for innovation strategy!”

Heineken
what Heineken was looking to do establish greater loyalty amongst retail customers, trade customers and consumers what we did Heineken commissioned this fluid world’s ideation services to run an ideation session for senior Heineken personnel, including representatives from sales, marketing, commercial development and CRM the focus of the session was to

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challenge conventional ways of looking at loyalty by imagining what the future of loyalty could look like, and what behaviours would impact decisions relating to a brand create scenarios around the future of loyalty in the context of customer and consumer types, while acknowledging how decisions on what to buy or sell are made bring scenarios to life by identifying, and sketching out, specific and detailed ideas  the ideas perceived to have the greatest impact on loyalty were taken into a brainstorm with Heineken's creative agency 

what happened the chosen approach has gone into execution. Bruce Reinders, UK Brands Director says "What's great about Jonathan from this fluid world is that although he knows strategy and has loads of experience with regards to digital applications, his real talent lies in fundamentally getting to the nub of the problem, and then extracting the most effective creative solution. This approach moved us away from developing just a digital strategy for Heineken, and helped us shape the way we plan to build the premium credentials of the brand going forward"

to view a video of feedback on our ideation & creative problem solving click below

learning & development

approach
our work in the area of learning & development has a commercial objective. the focus is on integrating knowledge, new techniques, skills, confidence and energy into a work force. the purpose is to accelerate a different way of thinking, and working, ensuring real impact on an organisation’s business and its bottom line to ensure optimal results all our programmes, knowledge sessions and deep dives are developed, and delivered, by experts with deep understanding and wide experience in business, marketing and communications, across nations, industries and brands

learning & development offer
we offer different routes available to an organisation looking to achieve success through its people, some which are mentioned below:
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u-can (understanding capabilities action now) is the right solution for an organisation looking to identify knowledge and skill gaps in their company, build organisational capabilities, and facilitate idea generation and action strategic knowledge & development programmes such as m4g, (marketing for growth) b4b, (business 4 business), dip (digital immersion programme) are aimed at organisations looking to increase their understanding of business, marketing, communications and social media in a changing world deep dives are sessions aimed at organisations who are looking to quickly understand topical subjects affecting their day to day work pulse is a unique service that combines knowledge with consulting, ensuring that decisions, and action, are taken from a position of understanding, and are based on the right advice and recommendations

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learning & development products

an overview of u-can
u-can (understanding capabilities action now) is our approach to identifying knowledge and skill gaps in a company, building organisational capabilities, and facilitating idea generation and action, benefiting a company culturally and commercially. the u-can process looks as follows:
scenario building: an internal analysis, interviews and workshops are conducted to establish an ideal scenario in terms of the team’s, or organisation’s, knowledge, understanding, capabilities, frame of mind and also the ultimate objectives for the programme

creation, or adaptation of material: relevant material is collected and sessions prepared. the material can either be gathered from scratch, or re-purposed from our m4g or b4b programmes, depending on client requirements

interactive knowledge sessions: delivery of an agreed number of interactive sessions, including presentations and break-out exercises to ensure participants apply the learning. the shared insights will be illustrated through real life examples from across nations, industries and brands

ideas for clients or for company (i4c) brainstorms, and splash sessions: i4c sessions are ideagenerating workshops that stretch the minds of participants into coming up with new and exciting ideas that would normally not be conceived. splash sessions are subsequently held to rigorously assess what is needed to

execution: facilitation of execution of ideas generated during the i4c and scoped out in splash. this service is usually used when solutions are outside an organisations area of expertise, or when a quick turn-around is needed

impact of u-can
the benefits of u-can are many. below are some examples of the impact the programme can have on an organisation

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an solid understanding of required skill-sets, learning & development needs, and a future vision of ideal team performance clarity and understanding of current, and future challenges, and ways of exploiting opportunities the integration of new knowledge, techniques and skills into business as usual acceleration of a different way of thinking and working for positive effect facilitation of integrated account management (agency) ideas that can be acted on immediately, leading to a competitive advantage, or a commercial benefit continuous up-dates, and recommendations, on relevant events and insights

u-can at Ogilvy
what Ogilvy was looking to do Ogilvy wanted to give employees, across all levels and disciplines, the necessary knowledge of a changing marketing and communications world in order to have an informed point of view, and the ability to leverage it into new revenue streams for the agency what we did this fluid world recommended our marketing 4 growth (m4g) programme aimed at increasing understanding of modern world marketing and communications, and creating actionable solutions that achieve real change, and revenue

we started by putting 100 people, from different levels and disciplines, through a series of interactive knowledge sharing sessions, ensuring a solid level of understanding of marketing and communications in a changing world we subsequently facilitated creative workshops where, based on our expertise and participants’ newly acquired knowledge, innovative ideas, and new possible offerings were generated the best ideas were scoped out in separate sessions, and formed into powerful client propositions

what happened Angela Johnson, WW MD Director for Motorola at Ogilvy says, “We chose the programme to exploit changes we are facing in the modern world, and due to it being aimed at driving enterprise. The programme has helped us drive revenue opportunities, and has provided the ability to strengthen client relationships. The ideas that came out of the programme fuelled a company-wide initiative for growth”

to view a video of feedback on u-can at Ogilvy click below

marketing 4 growth
business 4 business (b4b) is a programme designed to assist organisations in gaining, and retaining business, by increasing a company’s understanding of business and therefore its ability to affect its client’s, or customer’s broader objectives topics covered are related to how they are connected to people, business, marketing and advertising, and are illustrated by real life examples, case studies and brand activities the foundation of the programme is based on marketing theory and real life experience

m4g content overview
macro world: the session offers an overview of the world in which we live, operate and do business in. our methodology defines major macro trends, breaking them down to their impact on regions, companies, marketing and communication, in addition to their affect on people branding: the session focuses on giving an overview of branding in the 21st century, and tangible recommendations relevant to the participants and their organisation. major trends affecting branding, and how to capitalise on these, are covered segmentation & measurement: the session covers the major trends in relation to people and technology and their effect on: touch points, marketing research, data management , digital measurement, targeting, CRM, privacy and identity, content and communication planning this fluid world’s eight absolute truths of engagement: this is an aggregation of all the logic, best practice and learnings to ensure relevant understanding, and methodology, for daily use in achieving ultimate marketing effectiveness

business for business
business 4 business (b4b) is a programme designed to assist organisations in gaining and retaining business, by increasing a company’s understanding of business and therefore its ability to affect its clients, or customer’s broader objectives topics covered are related to business, and how it is connected to organisations, people, technology and marketing, and are illustrated by real life examples, case studies and organisation’s activities the foundation of the programme is based on business theory and real life experience

b4b content overview
macro world: the session offers an overview of the world in which we live, operate and do business in. our methodology defines major macro trends, breaking them down to their impact on regions, companies, marketing and communication, in addition to their affect on people business strategy: the session sets out to raise the understanding of how businesses are run, and the ramifications and implications involved in strategic decisions, in addition to giving tools and techniques for successful strategy development and execution organisational management: the session covers barriers to organisational performance, the ability to innovate and change, the psychology of change and successful change management, in addition to giving advice on how to stitch innovation into the fabric of an organisation marketing: this session ensures an increased understanding of the extended marketing mix, (product, price, place, promotion, physical space, people and processes). the emphasis is on the emerging challenges and opportunities presented in the context of an ever-changing world of modern marketing

b4b  at  MediaCom
what  MediaCom  was  looking  to  do MediaCom  believed  their  planners  would  benefit  from  an  increased  understanding  of   business.  the  end  goal  for  the  agency  was  the  ability  to  enter  into  broader,  up  stream,   and  poten=ally  revenue  genera=ng  conversa=ons  with  clients what  we  did this  fluid  world  recommended  our  business  4  growth  (b4b)  programme  designed  to  assist   organisa=ons  in  gaining,  and  retaining  business,  by  increasing  a  company’s  understanding   of  business,  and  its  ability  to  affect  clients’,  or  customers’  broader  objec=ves.  based  on   the  principles  of  b4b  we  tailored  an  in-­‐house  mini  masters  in  business  called  mib  for   MediaCom.  mib  delivered  its  learning  in  well-­‐rounded,  highly  concentrated  capsules  built   on  business  theory,  real  life  examples,  and  case  studies what  happened since  its  incep=on  the  programme  has  been  extended  to  all  planning  personnel.  to  date   80  employees  have  been  put  through  12  hours  of  business  training  to  ‘graduate’  from   mib Sean  Healy,  Managing  Partner  Strategic  Solu=ons  says,  “Liri  has  been  spreading   enlightenment  throughout  MediaCom  by  running  her  mib  programme.  She  has  worked   =relessly  to  put  together  a  series  of  training  sessions  designed  to  help  our  people   understand  the  impact  of  99%  of  what  business  think  about.  MediaCommers  have  leS   Liri’s  sessions  inspired  and  brimming  with  new  ideas  ” is  it  working?  this  is  what  a  par=cipant  says,  “The  conversa=ons  I  have  with  my  clients  post   mib  go  beyond  just  media  planning,  they  are  about  their  business  and  how  we  can  affect  it  

to view a video of feedback on b4b at Mediacom click below

digital immersion programme

digital immersion programme (dip) is a programme for senior management that covers the realities, challenges and opportunities within the digital landscape. the programme ensures understanding of the elements of digital responsible for; brand building, commercial relationships, and profitable growth the content is made up of key trends, and told through case studies, and examples, from large and small brands across the globe. this is to ensure a solid understanding of what brands ar thinking about, and doing in this space, in addition to startegic and commercial implications

dip content overview pt 1
impact of digital on consumer behaviour • traits of a socially interactive world • consumer expectations of capability, mobility, immediacy relevance, and share-ability • where, and how, people are purchasing, consuming, and interacting in a digital world impact of digital on branding • building, and maintaining, brands in the context of brand democratisation • insight generation from digital media activity • behavioural traits of successful digital brands impact of digital on communications • tools, platforms and channels involved in digital interactive media • how to successfully engage consumers in digital environments • opportunities, and realities, in audience segmentation, and targeting • mobilisation of digital assets impact of digital on retail and commerce • the effect of digital on purchase funnels, and consumer journeys • alternative retail models, including affiliate marketing, e-commerce, mcommerce and virtual products • using digital, and digital media, to drive revenue and growth through retail

dip content overview pt 2
impact of digital on business models • how to create robust, and scalable, business models using digital • how to identify, and market, against unseen competition within the digital landscape • ways to collaborate, and co-create, to drive profitability throughout the value chain impact of digital on customer relationships • how to positively affect CRM through the use of digital tools, platforms and channels • monitoring, and improving, online experiences and activities • how to create, harness, and nurture fans for commercial benefit • the role of digital in acquisition, and loyalty impact of digital on managing a business • uses of digital channels for core business processes • how to build an adaptive, customer focused, market relevant organisation • how to productively structure an organisation, or agency, in a digital world

deep dives
this fluid world offers a series of deep dives which are a series of knowledge sessions aimed at organisations who are looking to quickly understand topical subjects affecting their day to day work. the following deep dives are available:

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the world of social media: everything you ever need to know about social media mobile in a day: mobile in its entirety, all in one day customer experience: learn what is required to fulfil digital expectations business building blocks: increase understanding of how business works modern world CRM: how to form and nurture profitable relationships today profiting from innovation: how to achieve innovation in your business innovative technologies: the game is changing in technology, stay in the loop change management: learn how to manage change and achieve success

example of deep dive: the world of social media

below is a high level overview of what is covered in the world of social media

overview of the social world: key trends and drivers that has lead to a socially interactive world, main technologies involved, viable revenue streams and commercial approaches the role of social media and its affect on business: co-creation and collaboration, virtualisation of products, services, advocurrency, and social customer service how organisations can use social media to communicate: appropriate language and behaviour in social media, how to ensure success of social media campaigns, how to best exploit facebook, twitter and other services, measurement and tracking, opportunities and challenges the affect of social media on the creation and perception of brands how to structure your organisation for a socially interactive world how to plan for the future of social media: future behaviours and usage of social media tools, platforms and channels, emerging trends and technologies framing the future landscape

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example of deep dive: mobile in a day
below is a high level overview of what is covered in mobile in a day

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overview of the mobile landscape: concepts and technologies on mobile; what's hype, what's for real, what's a fad and what's here to stay? how to achieve business objectives through mobile where, and how, does mobile fit in the marketing mix what are the opportunities with mobile, brand building, retail, CRM and customer experience, advertising and marketing user expectations and psychology of best practice in mobile engagement how to mobilise existing assets how to plan for the future of mobility: likely behaviours and usage of mobile devices in public, what are the emerging trends and technologies

feedback
we are very proud of the feedback we have received about our learning & development. choose from the below to see what aspects resonated with our clients the most

• • • • • • • • • •

inspiring insightful informative strong understanding of business relevant topical and up to date filled with examples empowering gets you out of every day rut just fabulous

feedback

testimonials

inspiring

insightful

informative

strong understand of business

relevant

topical and up to date

filled with examples

empowering

gets you out of everyday rut

just fabulous

pulse
pulse  is  a  unique  service  that  combines  knowledge  with  consul2ng,   ensuring  that  decisions,  and  ac2on,  are  taken  from  a  posi2on  of   understanding,  and  are  based  on  the  right  advice  and   recommenda2ons   pulse  follows  a  process  that  takes  informa2on  and  turns  it  into   knowledge.  the  knowledge  is  subsequently  turned  into  insights  that   are  delivered  in  a  con2nuous  and  engaging  way.  the  final  step  is  to   facilitate  understanding  into  ac2on  through  powerful  and  ac2onable   recommenda2ons  

pulse objectives
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aggregating, and filtering, the vast amount of information available making employees aware of progressive developments within the world in which they operate by keeping them updated with the continuous changes in the areas of business, people, technology, marketing and communications development of insights by an external party with different expertise, and a different set of experience increasing the level of awareness, excitement, relevance and enthusiasm about new opportunities provision of insight and recommendations, developed by experienced, consultants enabling immediate action with business and/or commercial benefit

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pulse output
phase  one:  pulse  kicks  off  with  a  series  of  insight  sessions.  this  is  to   ensure  that  everyone  starts  from  the  same  level  of  understanding.  the   sessions  cover  trends  in  business,  marke=ng,  technology,  branding,   segmenta=ons,  measurement,  communica=ons,  digital,  channels,   disciplines  and  content phase  two:  regular  up-­‐date  sessions,  these  are  delivered  on-­‐line  and   look  as  follows:

• • • • •

a  selec=on  of  short  interviews  on  topical  issues  from  around  the   globe  (voice  or  video) 30  slide  presenta=on  deck  -­‐  streamed  online  with  key  insights 2  –  4  slides  with  ques=ons  employees  should  be  asking  themselves   due  to  the  developments  raised 2-­‐4    slides  of  what  it  means  to  the  organisa=on   1-­‐2  slide  of  strategic  advice  on  what  the  organisa=on  should   consider  doing  about  the  development

high level pulse example for FMCG
trend: due to flexible pricing gaining ground a main competitor announce that a selection of their brands will have flexible pricing based on consumer level of influence question you should be asking yourself: how does this impact marketing of fixed price, competitive items? what it means to you: disruption on price shifts the competitive landscape even more towards the relationships that food brands have with people strategic advice and recommendation: establish cleaner, more qualified databases. increase activity in fan-club activation to investigate ways of interacting more regularly with fans to strengthen links. create a valuation system of fans to establish which ones are most valuable to food brands, connect and reward

high level pulse example for FMCG
trend: a new technology development has enabled mass-market ‘smart fridges’ to auto-populate shopping lists via internal computer chips question you should be asking yourself: how can your brands ensure share of (fridge) voice? what it means to you: the ability to positively influence the contents of a fridge is even more important if the free-will of consumers is less functional strategic advice and recommendation: consider partnerships with manufacturers of smart fridge technology and investigate linkage between chipsets, stock control systems and consumer tools, enabling automatic population of shopping lists and the querying of stock levels in preparation of purchase

pulse interface
sample features:
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. unique url personal status box reward system progress report expert advice calendar video reports social functions embedded surveys interactive advice search mobile app faq’s podcast tag cloud of hot topics insight and statistics document storage

execution
at  this  fluid  world  we  con2nuously  scan  the  environment   for  the  best,  and  most  relevant,  experts  in  the  industry.   this  is  to  ensure  flexibility  and  agility  that  flows  with   changing  market  needs when  clients  require  tac2cal  elements  of  a  strategy  to  be   executed  on,  we  match  their  requirements  with  the  most   suitable  solu2on  in  the  fluid  network this  fluid  world  can,  if  required,  manage  the  en2re   execu2on,  giving  clients  one  point  of  contact,  and  ensuring   the  highest  level  of  quality,  effec2veness,  and  efficiencies     throughout  a  project

for more information please contact info@thisfluidworld.com +44 207 224 4285 www.thisfluidworld.com

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