As Ogilvy’s Head of Mobile technologies Scott won a host of creative and ad awards with campaigns that became customer favourites before founding his own specialist agency. He’s now Global Digital Strategy Director for Aimia, the world’s largest loyalty scheme business incorporating the likes of Airmiles and Nectar. Using the unique relationship people have with their mobiles, as well as the wealth of data they can provide, he has demonstrated the power of technology to redefine customer relationships and loyalty. As well as examining technological solutions to business problems he also looks at the risks and rewards of adopting new strategies.
Scott Seaborn is the Global Mobile Strategy Director for Aimia, the world’s largest retail loyalty company which incorporates Nectar and Air Miles as well a scores of other schemes around the world. He previously served as Head of Mobile Technologies at Ogilvy Group where his work for a huge range of clients won more than 20 advertising and creative awards.
Starting out in the early days of mobile advertising (in a time before Android and iOS) Scott has seen and led the world of mobile from gimmicky ad platform to the dominant method of going online and an essential tool to everyday life.
Having originally produced interactive games and videos to promote brands, Scott moved into areas that provide useful information and advance customer and brand relationships. By viewing the mobile as a unique device that most people have by their side 23 out of 24 hours a day he took advantage of the huge opportunities for interaction as well as feedback offered by GPS, cameras, speaker, touch control and gyroscope.
After his work on groundbreaking digital campaigns, Scott then founded his own mobile-focused agency before joining Aimia. He has effectively helped reinvent Aimia’s business. As they saw their market impacted by a new wave of digital retail, discount and voucher operations, he has developed a platform that can work simply for all of Aimia’s brands (whilst looking different enough not to appear derivative) and changed the nature of what they do. By using the huge amount of data loyalty schemes gather along with the information only a phone can provide about location and the individual, Aimia’s schemes can now deliver specific, tailored offers and marketing to customers whilst at the same time interacting with them to improve the service.
Scott understands the huge potential of technology to develop relationships with customers and partners and how enmeshed people’s lives have become with the digital world. In presentations he shows how every business and sector can harness digital technology to engender loyalty. He considers the power it has to change a business, make processes more efficient, and solve long-standing problems. He also analyses the short-term risks of such changes against the long-term risk of not adopting them and the leadership strategies required.
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Perfectly appropriate for both up-to-the-minute techies and pencil-and-paper types, Scott quickly wins the audience’s respect with live demos and great video shorts. Above all he has a knack for holding onto the ‘human’ in a world of seemingly limitless technological possibilities – reminding us to focus on the useful and ‘personable’ as well as the spellbinding. JLA Agent Oliver Shermer
JLA Speakers Breakfast - October 2011