22 Oct 2017
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LinTeractive launches digital transformation framework called ‘Deep Digitisation’

MUMBAI: LinTeractive, the digital arm of MullenLowe Lintas Group, has unveiled a proprietary framework named ‘Deep Digitisation’ at a major regional industry event 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 called ‘Deep Digitisation’ looks at re-imagining organisations for a digitised environment, leading to transformation as the outcome.

Eight months ago, the agency had set up a task-force of technologists, designers, analysts and strategists, to develop approaches to help large organisations evolve for a digitised environment.

The team, led by LinTeractive EVP Sumanta Ganguly, came up with hypotheses and 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.

MullenLowe Lintas Group CMO & president, marketing services Vikas Mehta said, “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. Later, it intervenes with the company’s work-flows in three ways – unify the organisation to create seamless interactions within, build out a content engine to constantly drive these interactions and create a roadmap to scale through a platform stack to facilitate collaboration in a modular fashion.

Speaking at the launch, Ganguly said, “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 reorganise around their existing structures and yet, have a unified approach to digital transformation”.