houseboat Overview & Introduction

OVERVIEW & INTRODUCTIONJuly 12

Houseboat is…A strategic and creative thinking approach from Edelman,focused on solving client’s most complex and pressing businessand communication challenges

Houseboat: How is it used….? Houseboat is both a process and a physical space that is designed to help business leaders, communicators, marketers and their closest agency and consultancy advisors to think deeply about the substantial challenges they face. It works quite simply because it allows people who are usually pre-occupied with the day- to-day of business and who are separated by office walls, emails and time-zones to focus solely on those challenges together. And when you bring people together, great thinking, great solutions and great alignment occurs. Houseboat provides the time, space, perspective, structure and stimulus to achieve this. From consumer brand to corporate positioning, Houseboat is a proven process and has provided business and communication solutions for clients like Shell, Mars/Wrigley, Unilever and Starbucks in the US, EMEA and Asia Pacific.© Edelman 2011

Some recent sessions… Corporate Holistic Strategic brand Brand Vision Messaging & storytelling (Beta) Positioning EMEA Government Creating a Relations Brand Narrative Vision, In China Strategy & Plan

Is it an actual boat? Not necessarily! It’s called Houseboat because the first one (for UAE development company Mubadala) was held in Amsterdam and involved a session on an actual Houseboat. For every session we plan location, setting and environment carefully!

How does it work? The Houseboat process has 5 five defined stages: DECOMPRESSION ENLIGHTENMENT IMAGINATION IMPACT REFLECTION© Edelman 2011

DECOMPRESSION.The first stage is all about relieving pressure and getting to theheart of the challenge…Pressure to react in the same way as usual; to think in isolationor in silos; to shortcut to solutions. Prior to the session we probethe groups’ thoughts, fears, excitement and ambitions andcapture both internal and external opinions.This process is important to ensure we understand thedimensions of the task at hand and to position this as‘everyones challenge’ and in ‘everyone’s interest’. A great planthat lives only on paper, but has no internal alignment orcommitment is of little use.In decompression we are aiming for consensus on successcriteria, clear guiding principles against which to judge ourconcepts and a detailed review of the challenge in hand.Some may call this alignment and clarity of purpose.

ENLIGHTENMENT.This second stage is designed to uncover new perspectives and insightsWe’re looking for revelations. A combination of IP, research, perspectives fromour audiences, external voices and experts are blended to spark debate.Depending on the challenge in hand we may also look to run a proprietary brandexercise to reach a simple proposition that will serve as a common start point forcreative exploration.Some may call this deep insight development. We call it Enlightenment!

IMAGINATION. Getting from enlightenment to programming is where skilled facilitation and problem-solving methodologies come in. Based on the inputs and discussion in our first two sessions, key themes are identified. These serve as start points for creative exploration and group will be split to tackle them in turn. We may also look at each key audience and stretch the early concepts across the short, medium and long term objectives© Edelman 2011

IMPACT. At this point we will have an agreed vision, a strategy and a number of creative territories. How do we turn them into actionable plans? This is the time we unleash the analytical, the rational, the logical. Just as important as the strategy and ideas, is knowing we can achieve our goal to surprise, delight, shock, inspire or stimulate discussion. How could our work be stretched? Would it deliver in all of our channels? Where does it resonate the most? This session feeds our actionable plan and includes agreement on key principles the entire team signs up to before closure.© Edelman 2011

REFLECTION. Houseboat covers a lot of ground so we allow some time for it all to sink in before revisiting the objective and output with the client lead. This may mean some of the strongest ideas are developed for further discussion or that we get straight into tactical planning, but either way we look to sustain momentum with all participants. We also recommend a follow up session 6 months after Houseboat to check in on progress and ensure we stay on track.© Edelman 2011

Where do we do this?Venue sounds very tactical, but our experience is that ifthe surroundings are business as usual then the thinkingand output are business as usual. It does not have to beon a houseboat on a canal in Amsterdam but we willattempt to find a location that is comfortable, convenientand stimulating.

Who delivers this?For each Houseboat there will be a specific ‘crew’assembled to suit the challenge in hand.Working closely with the client lead, they will shape,advise and facilitate the session.The core Houseboat ‘crew’ comprises experiencedthinkers drawn from diverse backgrounds includingbrand strategy, digital, integrated marketing, planningand creative. However, each challenge is differentand we cast the group accordingly, sometimesbringing in trusted external partners for key sessions.

What next….?Get in touch to talk to us about the problem you are looking to addressand we will be happy to share some recent session outcomes with youand look at how we could address your challenge.Contact:EMEA _ lisa.collin@edelman.comAPAC _ andrew.kirk@edelman.com

OVERVIEW & INTRODUCTIONJuly 12

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houseboat Overview & Introduction

by Edelman Insights on Jul 10, 2012

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