Digital 40 Over 40 2017: Doug Palmer, VP, Technology and Innovation, Innocean Worldwide

Doug Palmer
Doug Palmer
VP, Technology and Innovation, Innocean Worldwide

Doug Palmer is a systems thinker. Not only does he create ad campaigns, he designs digital ecosystems and invents new business processes that let brands compete on consumer value instead of image.

Consider how Palmer helped Hyundai Motor America embrace the want-it-now economy. By linking the automaker with Amazon’s Prime Now service, he and the Innocean team removed a major pain point of car shopping: the dealership. Instead, Los Angeles shoppers could use an app to have a test-drive vehicle delivered to the location of their choice.

Palmer also helped to conceive, design and launch Hyundai’s Ioniq Unlimited, a new model of car ownership that lets people pay for an Ioniq Electric vehicle, including unlimited mileage, electric charging costs, scheduled maintenance, replaceable items and purchase fees, with a single monthly payment. Even better, they can complete the entire transaction online.

Before arriving at Innocean, Palmer’s experience as technology lead for Siltanen + Partners, TBWA\Chiat\Day and Deutsch culminated in his signing on as director of creative technology and digital innovation at Saatchi & Saatchi LA.

He came to Innocean in 2014 to lead innovation and technology for the Hyundai business. That year, as technology director, he helped kick off Hyundai’s World Cup campaign, "Because Futbol." In addition to TV spots, the campaign included a Tumblr featuring some of the platform’s stars; some of that content was published on a central billboard in Times Square.

Palmer has applied his transformative skills to the agency itself, co-founding an innovations team to solve clients' and consumers' business problems. The process includes monthly working sessions on disruptive solutions with all client CEOs, enhancing the business intelligence and analytics team and fostering partnerships with research institutions, universities, technology companies and independent researchers.

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