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4A’s Transformation 2013 - March 11 - Creative Director's Panel

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A panel of three agency Creative Directors show their favorite recent work... that they didn't create

Noel Cottrell, Chief Creative Officer, Fitzgerald & Company
Tiffany Rolfe, Partner/Chief Content Officer, Co:Collective
Rob Schwartz, Global Creative President, TBWA|Worldwide
Moderated by: Troy Ruhanen, Chairman & CEO - The Americas, BBDO North America

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4A’s Transformation 2013 - March 11 - Creative Director's Panel

  1. 1. Source: Bain & Company© 2013 co:collective llc 2011 1
  2. 2. “Loyalty” Source: Bain & Company© 2013 co:collective llc 2011 2
  3. 3. 80% of CEOs believetheir productsare differentiated.8% of customersagree with them.© 2013 co:collective llc 2011 -Source: Bain & Company 3
  4. 4. DeltaGlass Bottom Jet© 2013 co:collective llc 2011 4
  5. 5. © 2013 co:collective llc 5
  6. 6. © 2013 co:collective llc 2011 6
  7. 7. © 2013 co:collective llc 7
  8. 8. © 2013 co:collective llc 8
  9. 9. Changes Delta made:$3bn to improve the in-flight experienceSent all 11,000 of its flight agents to whatThe Wall Street Journal dubbed „CharmSchool‟$140 million in technology improvementsCompany removed silos and re-organisedaround the consumer journeyFocused around consumer needs© 2013 co:collective llc 9
  10. 10. A new brand story Delta‟s aspiration is not to be the biggest airline; they really want to be the world‟s best travel brand. (through innovation around customers)© 2013 co:collective llc 10
  11. 11. Brands can nolonger just telltheir stories.They have to betheir stories.© 2013 co:collective llc 11
  12. 12. Storytelling Storydoing© 2013 co:collective llc 12
  13. 13. Storydoinglights up theonly mediumthat mattersnow: people© 2013 co:collective llc 13
  14. 14. Delta Quotes “All the little things that Delta does to have the customer‟s back along the way add up to an amazing experience. For me that‟s how Delta wins.” Staying really close to customers and looking at how their needs are constantly evolving disallows any kind of respect for the status quo.Source: co:collective interviews© 2013 co:collective llc 14
  15. 15. It‟s working:5.5 million downloads of iPhone app. (Worth bearing in mind that 80% of brandedapps downloaded fewer than 1000 times – Deloitte).40% fewer customer complaints in 2012 compared with 2011.Highest net promoter scores ever and is collecting fistfuls of awards including TopTech-Friendly US Airline from PCWorld for innovation and technology.33 Airline industry awards won in the past year. In 2012, it was also the only airline tomove up in the J.D. power and Associates north American Airline Satisfaction Study.4. 3% increase in Delta‟s unit revenues for the quarter ending 12/2012.The company‟sunit revenue gains have outperformed the industry for 21 consecutive months© 2013 co:collective llc 15
  16. 16. Thanks!© 2013 co:collective llc 16

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