The secrets of digital transformation with Conrad Fritzsch 

Digital transformation is a core focus for most brands this year and one of the key themes for Cannes Lions 2019. Emerging technologies including AI and big data analytics are providing the must-needed decision-making capabilities to drive a competitive edge. Consequently, the race is now on to initiate operational and cultural digital transformation - embedding these technologies across all areas of business.
Conrad Fritzsch, Global Head of Digital Agency Model for Mercedes Benz Passenger Cars
Here, Conrad Fritzsch, Global Head of Digital Agency Model for Mercedes Benz Passenger Cars, gives us an insight into how Daimler is approaching digital transformation. A focus on data-driven, fact-based decision making, and customer-centric content production and delivery is helping Daimler achieve its goal to become the “digital champion of the automotive industry”.

The automotive industry is changing fundamentally, things are speeding up. As the inventor of the automobile we’re actively driving forward the transition from automotive manufacturer to networked mobile mobility service. We know that the core of our future business will change. With everything evolving the question of future mobility, one thing stays crystal clear; people want to move safely and comfortably from A to B - and our first priorities are the quality and safety of mobility. With the precedencies of these two demands we’re working on answering all kinds of the customer’s new mobility needs.

Daimler also won a Silver Lion in 2018 for this work
"As the inventor of the automobile we’re actively driving forward the transition from automotive manufacturer to networked mobile mobility service."
Conrad Fritzsch, Global Head of Digital Agency Model for Mercedes Benz Passenger Cars

Our goal is to comprehensively and truly understand our customers, to predict their deepest wishes and to individually deliver the best service – without the need to ask them a single question. This goal must be inextricably linked with us taking global responsibility for our finite resources and vulnerable environment and to establish a future-orientated and sustainable business model.

We’re literally changing the company’s structure and culture model - not theoretically, from an outside perspective, but from the very core. We don’t fear failure on our way of learning from former mistakes, but keep the best from our past and combine it with the better from tomorrow to create the company of “übermorgen”. Our partner in crime for the digital transformation in Marketing & Sales is Publicis Emil.

"We’re literally changing the company’s structure and culture model - not theoretically, from an outside perspective, but from the very core."
Conrad Fritzsch, Global Head of Digital Agency Model for Mercedes Benz Passenger Cars
Daimler won a Grand Prix in 2012 for this innovative campaign

With the help of their expertise we’re on the technical level; holistically changing our data sources, collecting methods and analyzing capabilities to make better decisions based on data in order to achieve more efficiency, effectiveness and consistency around the globe and to understand our customers better and better. Equally important on the social level we’re in the middle of a cultural change which focusses amongst other topics on empowerment in order to ultimately give employees the ability to think and act freely to focus on our customer’s needs. Where possible we systematically tear apart silos and ensure new end-to-end-responsibilities across different teams, establishing new working methods like agile working to set clear goals and measure success by clearly defined KPI’s. One decision of that process was to use the method of OKR (objectives and key results), in order to add purpose and unity to every company’s part.

As ideas are easy, the devil lies in the execution; the major question of both my daily work and of my talk in Cannes is what is to be achieved, how and with what team we will get there.

Conrad Fritzsch is just one of nearly 100 speakers who have already been confirmed for Cannes Lions 2019. See the list so far here.