Culture Vs Technology - How to really transform for the future

Companies are built to maintain what they already have, which is why digital transformation so often ends up as cosmetics. Tom Goodwin wrote a book about it and recorded this interview a few days after parting ways with Publicis. He talks about why the advertising industry stopped taking risks, why the pandemic sped up changes everyone saw coming, and why real transformation is mostly a change of company culture.

You'll learn why Tom suggests building new units inside a company instead of trying to "pivot", what Heathrow Airport teaches about choosing a transformation strategy, and why he thinks most DTC brands are overrated. He walks through new business models from Lemonade, Monzo and Chinese publishers, explains when data should decide and when judgement should, and describes the kind of people agencies ought to hire.