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Cours ihecs 2012

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  • Special typographic style slide Typographic styling is another way we convey our brand values, with consistent use it becomes a strong brand property. The styling that is depicted is used to give greater strength to one idea or key message. It is recommended that we use this styling for key messages only, so that across a presentation it becomes a graphical hook with which the audience identifies. If we use other types of styling within a presentation, it will dilute the mix, and weaken the message.
  • Qu’est-ce qui nous fera décrocher quand ça sonne, quelqu’un qui criera/validera: un appel pour toi et on aura nos sonneries pour le général (FB) , pour la musique (Pandora), pour les jeux (Zynga)…..
  • Transcript

    • 1. 5 KeyPrinciples to live by in the future
    • 2. 1. Multi-Channel marketing world
    • 3. The medium doesn’t matter… • Mail Google search • Word of mouth • • Magazine Newsletter • • TV • Web site • Email Phone conversations with a call center • forums • Mobile phone messaging • Tweeting • (As long as it’s the medium the recipient prefers)
    • 4. The Customer controls the multi-touch points ; moving from ‘King’ to ‘Dictator’
    • 5. Multi-Channel Marketing:“It is less about how you reachyour customers and more abouthow to make it easy for them toreach you.”
    • 6. 2. Creative Excellence IS the road to success.
    • 7. The Keyto brand saliency (and response) is achieved throughcreative relevance
    • 8. Great Creative =Unexpected Relevance.Great brand are seen even ifwe don’t watch them.
    • 9. To make a difference inour particular discipline,express ‘your’ story to the fullestrelevant expression
    • 10. In other words moving from‘advertising communications’ to….“The Art of Commercial StoryTelling”(Paul Twivvy)
    • 11. This leads us to a more updated definitionof what we do.... •From ‘Unique Selling Proposition’
    • 12. This leads us to a more updated definitionof what we do.... •From ‘Unique Selling Proposition’ •To ‘Unique Brand Behaviour’
    • 13. • The process of advertising shifts from focusing on a message to a focus on contents.• The deliverables of agencies will hence shift from a graphic, blockbuster advertising-based model to a new model.• When content is king, it is the content that will be first to fall into place - a story, a film, a show, a game, an event, an interactive web experience.
    • 14. 3. Creative content platforms
    • 15. We must think in terms of CreativeContent that adds value and not just‘advertising communications’
    • 16. You cannot expect to create aSignificant‘Tangible Brand Experience’ONLY with CommercialCommunications.
    • 17. Our Customers are more sophisticated nowand need MORE from Brandsto make them unique in their dailyexperience.
    • 18. THE OBJECTIVE OF CREATIVECONTENT IS TO OWN ADYNAMIC ‘INFORMATIONSPACE’ THAT IS RELEVANT TOTHE BRAND AND ENGAGESTHE CONSUMER – INESSENCE TO BUILD ACOMMUNICATION PLATFORMTHAT ENRICHES DIALOGUEOPPORTUNITIES.
    • 19. However, for Creative Content tobe effective it MUST beUnique and Relevant.You’ve got to stay unique in themind and heart of your clients.
    • 20. 4. Turning Knowledge and mindsets into Value
    • 21. Facebook, Google, do it for you.But there is more at stake: engagement
    • 22. 5. New relationship
    • 23. • L’agence de demain devra changer comme changent les entreprises
    • 24. ‘SoMe’ is game-changing • FAST Power of DIGITAL • CONVENIENT • FLEXIBLE • « EGOSYSTEM » (recognition) Power of SOCIAL • « BE IN THE LOOP » (inclusion) • « PEER COMPARISON » (place) • « FUN » (enjoyment) 25
    • 25. A few changes are happening in the enterpriseworld From ToLimited, slow flow of Fast & fluid flow of information informationCommand & control Empowerment Power of expertise,Power of hierarchy leadershipStrict boundaries Blurred boundariesFinancially-centric Flexible, broader rewardincentives mechanisms programs DLL Confidential, Marketing, June 2010 26
    • 26. How do you manage the ‘Digitalnatives’ ?• Pragmatic & autonomous• Flexible minds but expect continuous learning• Take a reverse framing on privacy/information safeguard (not ‘I should keep it because it’s private’ but ‘What can go wrong if I share ?’)• Digital does not exist (no dichotomy)• Lack of transparency creates doubts (ie. Something to hide?)• Immediate win-win –> limited will to ‘invest’ in career 27
    • 27. What should the future leader looklike • Broader toolkit: seamless use of his/her skills, his/her network’s skills, expanding his/her network • At ease with transparency & fluidity • Non-hierarchical but inspirational • Not scared of admitting mistakes/being wrong • Willing to play on broader social psychodynamics (games,recognition,…) • Agile • …. 28
    • 28. L’agence de demain: plus de campagne
    • 29. Conseils pour demain• Comprendre• Focaliser• Inventer,• Tester• Améliorer