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Ian Haworth Cannes Lion Pres 08
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Ian Haworth Cannes Lion Pres 08

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Ian's seminar at Cannes

Ian's seminar at Cannes

Published in Business , Travel
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Transcript

  • 1.  
  • 2. Life After Dove: Building Values-Based Relationships (or why it’s the best time to be a creative)
  • 3. An Evolutionary View
  • 4. The Evolution Revolution
  • 5. Early Warning System
  • 6. Quid Pro Quo: V=Q/P
  • 7. USP: Simple *JWT Puerto Rico
  • 8. USP: Clever *The Name Italy
  • 9. USP: To The Point *Demner Merlicek Bergmann Austria
  • 10. Triune Brain Theory
    • Reptilian: Physical Brain
      • Physical survival: Protection, Food, Sexual Reproduction, etc.
    • Limbic: Emotional Brain
      • Emotion center: Feelings, Memory, Bonding, etc.
    • Neo-cortex: Rational Brain
      • Logical thinking: Language, Speech, Writing, Operational Thinking, etc.
    Adding Impact: More (or less) is required YOU ARE HERE
  • 11. The Account Planning Era
  • 12. The Ladder: Adding resonance to relevance ESP>USP attribute benefit value Rational - Relevant Emotional - Desired State
  • 13. ESP: Your Inner Keith Richards *Ogilvy & Mather USA
  • 14. ESP: Your Inner Merengue *TBWA/ Chiat Day, USA
  • 15. ESP: Your Inner Athlete *BBDO Guatemala
  • 16. Diminishing Return: An Attention Economy Crisis
  • 17. The Light at the top of the Ladder: BBSP value belief Emotional – Desired State Spiritual – Virtuous State
  • 18. A Shared Belief: Brand as virtue…
  • 19. All for the greater good
  • 20. BBSP: Community *DDB New York
  • 21. Gardasil
  • 22. BBSP: Sustainability *Cultivator, USA
  • 23. BBSP: Responsibility
  • 24. BBSP: Honesty (oops!) *Ogilvy & Mather USA
  • 25. The new dynamic has created an expectation of participation
  • 26. … and individual / community co-authorship
  • 27. While maintaining virtue as a brand + consumer substrate
  • 28. A Formula For Something More: VBSP= (Brand+Consumer) VBE
  • 29. VBSP: Empowered Community Gardasil *R/GA, USA
  • 30. VBSP: Empowered Community *R/GA, USA
  • 31. VBSP: Crusaders Against Conformity *Rapp Collins, USA
  • 32. VBSP: Have a Ball Verb ball *ARC Worldwide, USA
  • 33. Making Movies
  • 34. A common dictate to transcend the medium to values-based co-creation
  • 35. Thank you