A Reflection on a future role for the creative
communications business. Arguing the case:
MARCOS BENDRAO & ROSA OLIVEIRA | UNIVERSIDADE EUROPEIA > EXEC. MASTER MARKETING MANAGEMENT
The Creative Communications industry has been in crisis during
most of the last decade. Part of it is caused by the current
economic crisis. But the biggest cause has arguably been it’s
incapability to adapt and keep up with the evolutions in society.
This presentation explores a possible solution through
a convergence of the Advertising and Innovation areas.
Reaching the Solution
Making It Happen
The systemic problems of
the communications business
and how they came to be
Ever since the separation
between advertising and
media agencies that there’s
been a need to work on a new
business model to charge for
The current economic crisis
only made matters worse.
We sell differentiation, but if
all use the same approach, the
same research, if we see the same
things, the results will always
end up being the same:
A collection of clichés in pre-
determined formats destined
to entertain and be fun to
an audience that’s simply not
listening anymore - lost in the ever
growing fragmentation of media
“Getting on the boat”early on
“The Brand as a driver for
innovation is different from
the brand in marketing
IT’s different in process, people, roles but also
in the opportunities it uncovers for the CREATIVE
agency of the 21ST CENTURY.
Brands and Innovation“need”each other:
> Brands need innovation to deliver their promise.
> R&D depts. benefit from having a strong brand idea guiding
their innovation efforts.
This makes perfect sense:
> Creativity is the magic ingredient for innovation;
> We’re naturals at divergent and lateral thinking;
> Design thinking should be applied to challenges other
> Our business is/should be about creating true and
compelling brand narratives that start with the product;
> Some of the most visionary creative companies are
already following this route(Wolff Olins, IDEO, WK, Sid Lee, Moving Brands,...)
The marketing departments have the mission
of constantly breaking the mold and bringing
disruptions to the market.
The creative industries can be the perfect
partners in the quest for Disruptive and
Exploratory forms of Innovation particularly
in the design of services and experiences.
If the marketing is in the product, then we
must be in the process right from the start.
THINKINGThe challenge, is to find within the agencies of today, a set of individuals
capable of bridging the gap between creative and business thinking.
We believe the key to solving the challenge lies within
the strategy and planning departments.
Planners are naturals at combining creative and analytical
thinking. They have knowledge like no other of consumer
trends and motivations.
The next logical steps is going beyond consumer insights
applied to communication to insights applied to the
creation and development of new business opportunities.
This will provide the agencies with new revenue
streams and, more importantly, set a new role for the
creative industries in society.
Unfortunately, this kind of
profound change just wont
come falling from the sky.
It will force“us”to re-think
our mission and value
A Website, ...
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(no pre-determined format)
And it’s already happening at some of the
world’s most forward-thinking agencies...
IN fAST COMPANy:
Ad execs are increasingly turning to alcohol, and neither stress nor
Mad Men has anything to do with it. To better showcase their branding
and marketing chops--and to add a secondary revenue stream--many
agencies are launching their own liquor brands.“It’s our job to be smart
businesspeople first and strategic creative partners second,”says Cory
Isaacson, whose ad firm, Walton Isaacson, has conceived two different
liquors in its six-year history (including Tequila Avion, which was effec-
tively a recurring character on Entourage).“We have all this expertise,
and the multiples in the spirits business are high. This is the future.”
02 Try experimenting with different business models.
Be a partner not a supplier. Take this to new levels!
“Ask our clients why they invite us into their
biggest innovation challenges and your top three
answers will be the business model, the business
model, and the consequences of business model.”
“It’s remarkably simple. We put up to two thirds
of our fees at risk, subject to the initiative hitting
pre-determined milestones on it’s path to
05 Be more global minded. Seek growth markets
where the new value proposition is needed.
06 Trendhunt.“The future is already happening, you
just have to know where to look.” FUTURETAINMENT, MIKE WALSH
New trends fuel innovation
and new business opportunities.
establish partnerships with trend
consultancies and trenD observatories
in UNIVERSITIES around the globe.
People talk about their positive consumption experiences as a form of
social currency. It defines their social personas.“We”need to develop
experiences that add value and drive conversational capital.
Conversational Capital is a concept and book writen by advertising agency Sid Lee. <www.sidlee.com>
BRANDS AS IGNITERS
Change is the key word here. We live in an age defined accelerated change and great ambiguity where the
foundations that hold our ground are being shaken. The rules are being re-written. By the end of this decade,
the way we build brands will have transformed significantly.
Most of the advertising we know today will become contextual to our actions and designed to encourage a
specific transaction. According to Karl Heiselman of Wolff Olins, by 2020, the winning advertising methods will be
those that compress the time between the advertising impression and the transaction being made, and do it in a
highly measurable and predictable way.
On the other hand, true brand builders have a great set new tools to work with and much to be confident about.
New technologies will be giving marketers and business leaders a more sophisticated understanding of their
customers. The knowledge and insights thus generated turning marketers into key actors in the delivery of
innovation and the creation of new layers of brand value. We believe that by 2020 we will see three major areas
of brand building innovation take over the role that advertising plays today: Total Experience Management,
Marketing and New Product Development, Content Ecosystem. (1)
The route we argued in this presentation is just one possibility.
There will certainly be others. But evolution is unavoidable.
And it’s up to you to decide which kind of agency do you want to
(1) in“The New Brand Building Reality”, Wolff Olins blog
“A revolution doesn’t happen
when society adopts a new
It happens when society
adopts a new behavior.”