Creative Business Ideas: 10 Years of Euro RSCG Breakthrough ThinkingPresentation Transcript
The Creative Business IdeaStop thinking that advertisingis about ads. It isnʼt.Itʼs about brilliantly integratedcreative ideas. In 2000 Eurointroduced the ʻCBIʼ to Cannes.
The Creative Business IdeaWhat exactly is aCreative Business Idea or CBI?From the outset we wanted todistinguish CBIʼs from plain oldgood ideas.
The Creative Business IdeaA Creative Business Idea…Is TransformationalChanges Business StrategyDrives Proﬁtable Growth
The Creative Business IdeaSince 2000, CBIʼs have becomethe mantra, mission, and mark ofdistinction of Euro RSCG.
The CBI Process
The cases in The Creative Ideas Bookare arranged according to ﬁve areas of focus:
Unleashing Human Viruses
Unleashing Human VirusesReinvigorating Businesses and Brands
Unleashing Human VirusesReinvigorating Businesses and BrandsThinking Bigger Than the Business
Unleashing Human VirusesReinvigorating Businesses and BrandsThinking Bigger Than the BusinessTargeting the New Consumer
Unleashing Human VirusesReinvigorating Businesses and BrandsThinking Bigger Than the BusinessTargeting the New ConsumerCompelling Change
The Creative Business IdeaEach case is centered on onesingle component:a core idea so powerful it creates abetter future for the business orthe brand.
Lessons Learned from:TEN YEARS OF BREAKTHROUGH THINKING
1 Find Your Prosumers
Find Your Prosumers
Prosumers Are Vital to the Development of Creative Business IdeasBy understanding what matters tomembers of this group, the trendstheyʼre driving, and their changingattitudes and behaviors, we areable to forecast how mainstreamconsumers will change in comingmonths and years.
Tracking the Prosumer
Russian Prosumers: Luxury
Russian ProsumersʻControlled rebellionʼ &pseudo-alternativemovements of theyounger generations
Russian ProsumersMiddle Class turns daily tasks into experiences
Find Your Prosumers All consumers are not created equal. By developing a way to identify and segment a categoryʼs or brandʼs most inﬂuentialLesson customers, strategists can make highlyLearned informed decisions based not on where markets are now but on where theyʼre headed. For our agency network and our clients, Prosumers are a window to the future.
2 Get the Buzz Going
Get Consumers on Board
Give Them Something to Talk About
“The fact that anyone, anywhere, cancreate the next Internet sensation thatgoes viral through social channels,creates an environment where brandshave to push further and moredeliberately into world culture. — Rahul Sabnis, Executive Creative Director, Euro RSCG New York
the buzz about desire
Get the Buzz Going The power of viral marketing lies not in building buzz but in making consumers feel more deeply connected to the brand.Lesson The best campaigns offer a sense ofLearned ownership that ties consumers in emotionally and makes them feel they have a genuine stake in the brandʼs success.
3 Cast Your Net Far & Wide
Creative Collaboration is Vital in the Intangibles Economy“ In another era, a nation’s most valuable assets were its natural resources—coal, say, or amber waves of grain. But in the information economy of the 21st century, the most priceless resource is often an idea, along with the right to profit from it. —International Herald Tribune
Build Collaborative Partnerships
Who says strong canʼt be beautiful
Cast Your Net Far and Wide Todayʼs demand for constant innovation requires a mix of collaborative contributors who can shake things up and deliverLesson together more than any one of them isLearned capable of delivering alone. That makes it vital to cast a wider net and bring in more thinkers, partners, and outside inﬂuences. That applies to companies and agencies. And it applies to brands.
4 Make It Meaningful
The Search for Substance
Dulux: “Letʼs Color”
“The new consumers are ready to play the “brandgame” to the full, which means that simple,unidirectional, repetitive communication is overfor them. Precisely because they are closer tobrands and understand them and their role, theywant brands to do their job: keep in touch, keepalive, keep being meaningful, keep making adifference, keep the entertainment up, be agood citizen. —Juan Rocamora, Chairman, Euro RSCG Asia Paciﬁc
Make It Meaningful It is our job as marketers to help clients understand the triggers that will be most successful in attracting customers and buildingLesson brand loyalty. In this new era, these triggers areLearned connected not to the outdated archetypes of hyperconsumption but to the traditional values people have begun to crave, including community, simplicity, sustainability, and rootedness.
5 Keep Moving
Electric Typewriter, Meet the Mac
“A new brand is all promise and vision. Then amarket develops and the brand builds trust bydelivering on its promises. But the natural cycleof brands means that, left alone, it cannotmaintain momentum. In the absence ofinnovation and dynamism, it ceases tomeet the needs of its customers.Brands require tending;a static brand is a dying brand. —Naomi Troni, Global CMO, Euro RSCG Worldwide
Goodbye, Nursing Homes; Hello, Nightclubs
Are you gellinʼ ?
Are you gellinʼ ?
Keep Moving To retain and gain market share in any category requires constant innovation and repositioning (sometimes subtle, sometimesLesson major), building on peopleʼs trust while alsoLearned relentlessly pushing the brand forward in new and fresh ways. In this new environment, “business as usual” leads only one place: a dead end.
6 Donʼt Let Your Brand Be Boxed In
Generally speaking, thebroader the brand territory,the more room there isfor a brand to grow.
Evian: “Live Young” EVIANʼS “WE WILL ROCK YOU” SINGLE SOLD 600,000 COPIES WORLDWIDE
Donʼt Let Your Brand Be Boxed In Rather than cling to old business models, constantly reassess what category youʼre in, whom your targetLesson customers can and should be, and howLearned you should be conducting business. This will keep you a step ahead, always moving forward rather than scrambling to follow the lead of upstart competitors.
7Where thereʼs a will, thereʼs a way
The Golden Age of Advertising?
“The technological revolution has fragmentedaudiences and made it extremely difﬁcult forbrands to reach their targets. This has forcedbrands to interact, to engage further with theiraudiences, to deliver experience, to focus onbuilding loyalty with their current customers—inother words, to produce a more valuable andinvolving content beyond what theirproducts and messages weretraditionally delivering. —Christian de La Villehuchet, CEO, Euro RSCG Europe
Mortein: “Modern-Day Ramayana”
Utilize Your Inner ʻLast Heroʼ … or where thereʼs a will, thereʼs a way Never be limited by the tools at hand and what others already have done. In emerging markets especially, reaching a target through existingLesson channels may not be possible. If a communications channel doesnʼt exist, invent it.Learned If the brand clutter seems impenetrable, ﬁnd a way to get consumers to come to you. This is the golden age of advertising for those with the creativity and drive to make it so.
8 Donʼt Be Afraid to Cede Control
Collaboration Over Control
TckTckTck: Campaign for Climate Justice
Tck Tck Tck
“To make a difference there hadto be one message, andeveryone had to own it. ” —David Jones, Global CEO, Havas and Euro RSCG Worldwide
Donʼt Be Afraid to Cede Control The rock-solid divisions that used to exist within the corporate world are crumbling. Businesses are learning that collaboration and sharing canLesson earn beneﬁts unattainable under a traditional structure.Learned More and more weʼll see that the strength of a creative idea lies not in how well it can be controlled but in how widely and rapidly it can be shared.
9 Be Social
Be Social For marketers, itʼs no longer a question of whether to use social media, but how and to what extent. Being part of the social conversation is essential in everyLesson consumer-facing category. No one can sayLearned with certainty how social media will evolve over the next 10 or 20 years, but we know for sure that it will be critical to the propulsion and trajectory of our most brilliant ideas.
10 Get There First
Essa. How we got there ﬁrstThe ﬁrst pre-party beer built on the anticipation emotional territory
Beer for anticipation
Get There First A passion for innovation and how we build and drive it into organizations has served us and our clients well. Some of the most proﬁtable Creative BusinessLesson Ideas involve an element of theLearned unknown—a leap of faith and the courage to do something that has never been tried before. Itʼs how we make good on our promise to get clients to the Future First.