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 !

1. INNOVATION
AN 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

21. THE GREAT DEPRESSION
1929 / 1933
REFRIGERATOR : +30%

22. 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

24. From Mary Meeker KPCB
Indian 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

25. WHAT
IS INNOVATION ?

26. WHAT
IS INNOVATION ?
Lat. innovare: "to change"

27. WHAT
IS INNOVATION ?
Innovation differs from invention

28. WHAT
IS INNOVATION ?
Innovation differs
from improvement : doing
something different rather than
doing the same thing better...
Henry Ford «faster horse»

29. From Havas Digital US
Innovation is not always technology-driven

30. Innovation is as simple as a cricket bat
Coca-Cola Australia

31. WHAT
IS INNOVATION ?
Innovation can be incremental Innovation can be radical

32. WHAT
IS INNOVATION ?
Innovation is sometimes inspired by
nature ... (velcro, photosynthesis,...)
www.biomimicry.net

33. 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

34. WHAT
IS INNOVATION ?
« Innovation is the creation of
more meaningful solutions. »

36. Apple «Crazy Ones» by TBWA Chiat Day

37. WHY
INNOVATE ?

38. WHY
INNOVATE ?
Value Migration
Constructive Capitalists – Ten Year Performance vs S&P 500
«New Capitalist Manifesto» by Umair Haque - HBR

39. STATUS QUO
MEANS MOVING BACKWARDS

40. WHY
INNOVATE ?

41. EVEN ICONIC COMPANIES
HAVE TO KEEP INNOVATING

42. 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 ! )

43. HOW
TO INNOVATE ?

44. What follows is by no means an exhaustive list of the
keys factors of success of innovation, but rather my
personal distillation of some of the best practices I have
come across and which I wanted to share with you.

45. HOW
TO INNOVATE ?
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

46. 1 YOU ARE YOUR BEST
SOURCE OF INNOVATION
Your brand, its history, its values, its consumers,
its products are all powerful sources of
inspiration for innovation.

47. THE CHRYSLER TURNAROUND
The multiawarded 2011 campaign highlighted the Rejuvenation
of the entire product lineup
How to match «declining brand» with «luxury» ?

48. 2009 : CHRYSLER NEARLY «CHAPTER 11»
MOTOR CITY = «GHOST TOWN»
FROM 5TH TO 18TH CITY IN THE US

49. Back to the Roots
tough city, devoted workers
Detroit Star : Eminem
Focus on Superbowl : 10M$
+100M ratings

50. « Imported from Detroit » by Wieden+Kennedy

51. Motor City was back
Sales +26% in 2011
200 sedan sales > 200% budget
NGO Actions in Detroit Area

52. 19th June 2012

53. 2 ONLY AGILE SPECIES
SURVIVE

54. ONLY AGILE SPECIES SURVIVE
Change yourself in order to change the world.
Charles Darwin, eng naturalist

55. THE RISK OF DECLINING
SHOULD BE STRONGER THAN
THE RISK TO #FAIL

56. Siloed Organisation need more of Start-Up Culture

57. « The Redefiners» by

58. 3 MASLOW 2.0

59. NEW WORLD, MORE SCREENS, MORE
CONNECTIONS : NEW BASIC NEEDS
Corning

60. MASLOW 2.0 : CREATE NEW NEEDS
BUT TAP INTO FUNDAMENTAL
ASPIRATIONS
Maslow
Pyramid
Innovation
Pyramid

61. ONE EXEMPLE OF «MASLOW 2.0» :
BASIC NEED FOR SHARING

62. MASLOW 2.0 : BASIC NEED FOR SHARING
MTV Twitter

63. MASLOW 2.0 :
IT’S NOT PEOPLE
WATCHING CONNECTED TV
IT’S
CONNECTED PEOPLE WATCHING TV

64. TO UNDERSTAND FUTURE NEEDS
YOU NEED TO LISTEN & WATCH
GEN Y & GEN Z

65. WITH THE MILLENIAL GEN,
THERE IS NO MORE OFFLINE

66. 4 CHANGE THE CONVERSATION
Sustainable innovation doesn’t come from answering the same
old question but by challenging the question itself.

67. CHANGE THE CONVERSATION
Retailers : Not only rejuvenating Stores or Website
but also inventing an hybrid answer with Click & Drive model
Chronodrive by Auchan : 1st retailer to launch a click & carry service

68. 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

69. CHANGE THE CONVERSATION
American
Express

70. 5 OPEN UP YOUR WORLD
From
ideas
to
realisation
there
is
always
a
gap,
oftentimes
hard
to
cross.
Welcome
to
«Open
Innovation»
!

71. OPEN UP YOUR WORLD
BETC Digital + Joshfire

72. OPEN UP YOUR WORLD
Curators of Sweden
Curators of Talents

73. OPEN UP YOUR WORLD
Think API & Open Code as Netflix

74. THE PURSUIT
OF API-NESS
Partner,
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

75. 6 BE MEANINGFUL
Powerful
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.

76. BE MEANINGFUL
Nike+
/
Fuelband

77. BE MEANINGFUL
Quicksilver
/
Made
by
Waves

78. BE MEANINGFUL
MAGIC FORMULA ?
0+0+47+3000+6000+1000
= N°1

79. 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

80. BE MEANINGFUL

81. INNOVATION
AN ANSWER TO CRISIS ?

82. 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

83. “ THE FUTURE
BELONGS TO THOSE WHO GIVE
THE NEXT GENERATION
REASON FOR HOPE.”
Teilhard
de
Chardin

84. HAVAS CAFE - CANNES LIONS 21st JUNE 2012
@domdelport

85. Credits :
Sources :
10 Innovations from 100 Innovators by the Fifth Conference www.thefifthconference.com
Olivier Ezratty (cours Ecole Centrale sur Stratégies d’Innovation -1 à 3) www.oerezratty.net
PFSK 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 Bilton
Revue Influentia - «Spécial Innovation» - Mai-Juin 2012
Réferences :
slide 12 : Meaningful brand study by Havas Media Lab www.havasmedialab.com
slide 26 : Mary Meeker - KPCB «Internet Trends - D10 Conference - 30 May 2012 www.kpcb.com
slide 31 : Havas Digital US / Big Media trends - www.havasdigital.com
slide 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 Review
slide 44 : Etude FaberNovell - June 2012 «why Facebook is the perfect start-up» www.fabernovell.com
slide 51 : Photographs «The Ruins of Detroit» by Yves Marchand & Romain Meffre www.marchandmeffre.com
slide 52 : Chrysler Ad «Imported from Detroit» Wieden+Kennedy http://www.youtube.com/watch?v=dJ0YHyDVrj4
slide 59 : Etude Activate «Redefiners : Captivate Media Growth Dollars» www.activate.com
slide 61 :Video Corning «A day made of glass» www.corning.com
slide 62 : Etude Planning Strat Havas Media France et TBWA Corporate for BNPParibas about Innovation
slide 64 : Emission MTV with Kate Perry avec insertions & tracking Twitter answers #ifbiebermetgaga
slide 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.com
slide 74 : The Crowdsourcing Agency «Victor&Spoils» (Havas Group) www.victorandspoils.com
slide 76 : The Pursuit of APIness by MFG Lab www.mfglab.com
slide 78 : Nike + Fuel by R/GA New York www.rga.com vidéo http://www.youtube.com/watch?v=uJvdiLkhnhc
slide 79 : Quicksilver «Made by Waves» http://www.youtube.com/watch?v=au5azbIBq_M
slide 80 : Autolib by Havas Productions www.autolib.eu
Images : 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