BBH US founder Cindy Gallop calls on advertising industry to redesign business model at The Drum Live

At the event on 9 July, which will see The Drum curate an issue of the magazine live in front of an audience, Gallop will hone in on the event’s theme of ‘What can be achieved in a day’ by crowdsourcing ideas for what frustrates people most about their business’ current make-up.

Audience members on the day will be called on to sumbit three points that most frustrate them about their day-to-day working process, which Gallop will later distil and provide her own answers to the issues raised. She will then give audience members real action points they can take back to apply to their regular daily jobs.

To make this session as interactive as possible, The Drum is encouraging ideas submissions via the hashtag #bizdisrupt from today (1 July), even if you’re not attending the event.

Gallop said agencies and clients need to disrupt their current structures and practices more radically if they are to “own the future”.

“The reason redesigning the way we work is so important is because we cannot do new order world business from an old world order pace. But all agencies and client companies are old world order paces, because their systems, and processes and structures, were formed at a time when the processes used to be linear. You used to start with shooting the big TV ad, then you shot the matching print ads, and all the collateral, including the website. Now the process has changed but the structures still haven’t.

“If you are operating the same systems and processes you will never own the future. That’s why you have to fundamentally redesign the way you do business,” she said.

The top-down model typical to traditional hierarchies is broken, and a new bottom-up emerging of “collaborative people power, and collective action”, according to Gallop. “People see how a method like that applies to something like social media, but they still don’t see how it is applicable to business.

“Today’s model of real time responsive communication and organic development, will only flourish in something that is very rare in business - a high trust working environment. People need to be empowered and trusted to operate as they need to - you cannot as a brand have every tweet approved by eight people,” she added.

For more information on The Drum Live visit the dedicated website. Other brands demonstrating what can be done in a day include Unilever, Weve, She Says, Barclays, and Buzzfeed.