Ian Haworth Cannes Lion Pres 08

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Ian's seminar at Cannes

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Ian Haworth Cannes Lion Pres 08

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

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