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"Innovation, an answer to Crisis" by Dominique Delport, CEO Havas Média France
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"Innovation, an answer to Crisis" by Dominique Delport, CEO Havas Média France

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How brands and companies can tackle with gloomy economy and lack of meaningful relationships with consumers by investing in innovation projects and fresh ideas. What is innovation ? How to innovate ? …

How brands and companies can tackle with gloomy economy and lack of meaningful relationships with consumers by investing in innovation projects and fresh ideas. What is innovation ? How to innovate ? Enjoy !

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  • 1. INNOVATIONAN ANSWER TO CRISIS ? HAVAS CAFE - CANNES LIONS 22st JUNE 2012
  • 2. # WHAT KIND OF CRISIS ?
  • 3. # A CRISIS OF CASH ?
  • 4. # A CRISIS OF GROWTH ?
  • 5. # A CRISIS OF GOVERNANCE ? Faceboook IPO
  • 6. # A CRISIS OF TRUST ? Arab Spring
  • 7. # A CRISIS OF MODEL ? Shangaï Smog
  • 8. # A CRISIS FOR THE DISCONNECTED ? Occupy Wall Street
  • 9. # A CRISIS FOR THE OVERCONNECTED ? Anonymous
  • 10. # A CRISIS OF CONSUMPTION ?
  • 11. 1980 1991 2001 2008
  • 12. # A CRISIS OF CONFIDENCE
  • 13. # A CRISIS OF MEANING
  • 14. From Havas Media Lab@livemeaning
  • 15. IT’S NO DIFFERENCE BETWEEN BRANDS AND RELATIONSHIPS
  • 16. Bring the love back ?
  • 17. # WHICH HALF ?
  • 18. I CRISIS
  • 19. INNOVATION CRISIS
  • 20. THE GREAT DEPRESSION 1929 / 1933 REFRIGERATOR : +30%
  • 21. From 4M cars 2009 to 7M end 2012 100 engineers in 84, 9000 in 2009 +35% R&D investments >4.5 B$ yearly + Brand Building Investment 7 years guarantee (KIA) Job-loss Insurance US
  • 22. From Mary Meeker KPCBIndian Ministry of Rural Development : 90M Kisan crédit card users,180M job card users , no bank account but mobile phones as vérification.Orange Money in Africa : 4 Millions subscribers use mobile banking daily
  • 23. WHATIS INNOVATION ?
  • 24. WHAT IS INNOVATION ?Lat. innovare: "to change"
  • 25. WHATIS INNOVATION ?Innovation differs from invention
  • 26. WHAT IS INNOVATION ?Innovation differsfrom improvement : doingsomething different rather thandoing the same thing better... Henry Ford «faster horse»
  • 27. From Havas Digital USInnovation is not always technology-driven
  • 28. Innovation is as simple as a cricket bat Coca-Cola Australia
  • 29. WHAT IS INNOVATION ?Innovation can be incremental Innovation can be radical
  • 30. WHAT IS INNOVATION ?Innovation is sometimes inspired bynature ... (velcro, photosynthesis,...)www.biomimicry.net
  • 31. Innovation about service(fast food, low cost, click & drive..) Innovation about business models (minitel, keywords auction, app stores...) Innovation about marketing (disposable items, targeting, premiumization
  • 32. WHAT IS INNOVATION ?« Innovation is the creation ofmore meaningful solutions. »
  • 33. Apple «Crazy Ones» by TBWA Chiat Day
  • 34. WHYINNOVATE ?
  • 35. WHY INNOVATE ? Value MigrationConstructive Capitalists – Ten Year Performance vs S&P 500 «New Capitalist Manifesto» by Umair Haque - HBR
  • 36. STATUS QUOMEANS MOVING BACKWARDS
  • 37. WHYINNOVATE ?
  • 38. EVEN ICONIC COMPANIESHAVE TO KEEP INNOVATING
  • 39. FACEBOOK CHALLENGER SPIRIT by Faber-Novell «Facebook, perfect start-up» A new version of Facebook is released every Tuesday with non-sophisticated tools ( IRC Chat + P2P geek software ! )
  • 40. HOWTO INNOVATE ?
  • 41. What follows is by no means an exhaustive list of thekeys factors of success of innovation, but rather mypersonal distillation of some of the best practices I havecome across and which I wanted to share with you.
  • 42. HOW TO INNOVATE ?1. YOU ARE YOUR BEST SOURCE2. AGILE SPECIES SURVIVE3. MASLOW 2.04. CHANGE THE CONVERSATION5. OPEN UP YOUR WORLD6. BE MEANINGFUL
  • 43. 1 YOU ARE YOUR BEST SOURCE OF INNOVATIONYour brand, its history, its values, its consumers,its products are all powerful sources ofinspiration for innovation.
  • 44. THE CHRYSLER TURNAROUNDThe multiawarded 2011 campaign highlighted the Rejuvenation of the entire product lineup How to match «declining brand» with «luxury» ?
  • 45. 2009 : CHRYSLER NEARLY «CHAPTER 11» MOTOR CITY = «GHOST TOWN» FROM 5TH TO 18TH CITY IN THE US
  • 46. Back to the Rootstough city, devoted workers Detroit Star : EminemFocus on Superbowl : 10M$ +100M ratings
  • 47. « Imported from Detroit » by Wieden+Kennedy
  • 48. Motor City was back Sales +26% in 2011200 sedan sales > 200% budgetNGO Actions in Detroit Area
  • 49. 19th June 2012
  • 50. 2 ONLY AGILE SPECIES SURVIVE
  • 51. ONLY AGILE SPECIES SURVIVE Change yourself in order to change the world. Charles Darwin, eng naturalist
  • 52. THE RISK OF DECLININGSHOULD BE STRONGER THAN THE RISK TO #FAIL
  • 53. Siloed Organisation need more of Start-Up Culture
  • 54. « The Redefiners» by
  • 55. 3 MASLOW 2.0
  • 56. NEW WORLD, MORE SCREENS, MORECONNECTIONS : NEW BASIC NEEDS Corning
  • 57. MASLOW 2.0 : CREATE NEW NEEDS BUT TAP INTO FUNDAMENTAL ASPIRATIONSMaslow  Pyramid   Innovation  Pyramid
  • 58. ONE EXEMPLE OF «MASLOW 2.0» : BASIC NEED FOR SHARING
  • 59. MASLOW 2.0 : BASIC NEED FOR SHARING MTV Twitter
  • 60. MASLOW 2.0 : IT’S NOT PEOPLE WATCHING CONNECTED TV IT’SCONNECTED PEOPLE WATCHING TV
  • 61. TO UNDERSTAND FUTURE NEEDS YOU NEED TO LISTEN & WATCH GEN Y & GEN Z
  • 62. WITH THE MILLENIAL GEN,THERE IS NO MORE OFFLINE
  • 63. 4 CHANGE THE CONVERSATIONSustainable innovation doesn’t come from answering the sameold question but by challenging the question itself.
  • 64. CHANGE THE CONVERSATIONRetailers : Not only rejuvenating Stores or Websitebut also inventing an hybrid answer with Click & Drive modelChronodrive by Auchan : 1st retailer to launch a click & carry service
  • 65. CHANGE THE CONVERSATION Not  only  “how  to  sell  more  cars  to  all  individuals”   but  rather  “how  to  move  the  world”Multicity  :  1st  car  manufacturer  to  partner  with  a  car  sharing  service
  • 66. CHANGE THE CONVERSATION American  Express
  • 67. 5 OPEN UP YOUR WORLDFrom  ideas  to  realisation  there  is  always  a  gap,  oftentimes  hard  to  cross.  Welcome  to  «Open  Innovation»  !
  • 68. OPEN UP YOUR WORLD BETC Digital + Joshfire
  • 69. OPEN UP YOUR WORLD Curators of SwedenCurators of Talents
  • 70. OPEN UP YOUR WORLD Think API & Open Code as Netflix
  • 71. THE PURSUIT OF API-NESSPartner,  acquire,  subscribe  the  competences  you  need  to  make  the  change  happen.  If  you  don’t  have  the  expertise,  then  be  sure  that  someone  else  does.Reconsider  your  data,  think  APi
  • 72. 6 BE MEANINGFULPowerful  and  meaningful  innovation  connect  the  dots,  they’re  good,  good  and  good.  They  resolve  the  mythical  tension  between  business  and  altruism.  Good  for  business,  good  for  the  environment,  good  for  the  staff,  good  for  people.
  • 73. BE MEANINGFUL Nike+  /  Fuelband
  • 74. BE MEANINGFUL Quicksilver  /  Made  by  Waves
  • 75. BE MEANINGFUL MAGIC FORMULA ?0+0+47+3000+6000+1000 = N°1
  • 76. BE MEANINGFUL 0 SMELL + 0 NOISE +47 CITIES AROUND PARIS +3000 ELECTRIC BLUECAR +6000 CHARGING STATIONS + 1000 JOBS CREATED= LARGEST ELECTRIC CAR SHARING PROJECT IN THE WORLD
  • 77. BE MEANINGFUL
  • 78. INNOVATIONAN ANSWER TO CRISIS ?
  • 79. INNOVATION : AN ANSWER TO CRISIS ? 1. YOU ARE YOUR BEST SOURCE 2. AGILE SPECIES SURVIVE 3. MASLOW 2.0 4. CHANGE THE CONVERSATION 5. OPEN UP YOUR WORLD 6. BE MEANINGFUL
  • 80. “ THE FUTUREBELONGS TO THOSE WHO GIVE THE NEXT GENERATION REASON FOR HOPE.” Teilhard  de  Chardin
  • 81. HAVAS CAFE - CANNES LIONS 21st JUNE 2012 @domdelport
  • 82. Credits :Sources :10 Innovations from 100 Innovators by the Fifth Conference www.thefifthconference.comOlivier Ezratty (cours Ecole Centrale sur Stratégies d’Innovation -1 à 3) www.oerezratty.netPFSK Veille & prospective www.psfk.com (studies about future of retail , mobile tagging, real time... )«What so funny about Innovation» by Method www.method.com«I live in the future and it’s how it works» by Nick BiltonRevue Influentia - «Spécial Innovation» - Mai-Juin 2012Réferences :slide 12 : Meaningful brand study by Havas Media Lab www.havasmedialab.comslide 26 : Mary Meeker - KPCB «Internet Trends - D10 Conference - 30 May 2012 www.kpcb.comslide 31 : Havas Digital US / Big Media trends - www.havasdigital.comslide 32 : Coca-Cola Australia Ad {www.youtube.com/watch?v=6oKfti-32kE}slide 38 : Apple Ad by TBWA ChiatDay (Lee Clow) www.apple.com «Think Different - Crazy Ones» {www.youtube.com/watch?v=tjgtLSHhTPg}slide 40 : Constructive Capitalism from «New Capitalist Manifesto» by Umair Haque - Havas Media Lab / Harvard Business Reviewslide 44 : Etude FaberNovell - June 2012 «why Facebook is the perfect start-up» www.fabernovell.comslide 51 : Photographs «The Ruins of Detroit» by Yves Marchand & Romain Meffre www.marchandmeffre.comslide 52 : Chrysler Ad «Imported from Detroit» Wieden+Kennedy http://www.youtube.com/watch?v=dJ0YHyDVrj4slide 59 : Etude Activate «Redefiners : Captivate Media Growth Dollars» www.activate.comslide 61 :Video Corning «A day made of glass» www.corning.comslide 62 : Etude Planning Strat Havas Media France et TBWA Corporate for BNPParibas about Innovationslide 64 : Emission MTV with Kate Perry avec insertions & tracking Twitter answers #ifbiebermetgagaslide 71 : American Express «Small Business Day» by Crispin Porter & Bogusky Boulder USA {http://www.youtube.com/watch?v=b4A4rMCqKZ4}slide 73 : Smart Drop Project by BETC Digital and Joshfire for Evian www.evian-at-home.comslide 74 : The Crowdsourcing Agency «Victor&Spoils» (Havas Group) www.victorandspoils.comslide 76 : The Pursuit of APIness by MFG Lab www.mfglab.comslide 78 : Nike + Fuel by R/GA New York www.rga.com vidéo http://www.youtube.com/watch?v=uJvdiLkhnhcslide 79 : Quicksilver «Made by Waves» http://www.youtube.com/watch?v=au5azbIBq_Mslide 80 : Autolib by Havas Productions www.autolib.euImages : Cover magazines courtesy from Time www.time.com, Newsweek www.newsweek.com and photos from Flickr.Share & Quote : «Innovation : An Answer to crisis» Dominique Delport, Havas Média France - #CannesLions - @domdelport

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