A round up of the Brand Social in September 2017 whose theme was the Art and Business of Creativity. Speakers included Helen Job (The Akin), Karen Boswell (adamaneveDDB), Heidi de Pauw (Child Focus), Mark Earls, Nick Blunden (Business of Fashion), Paula Zucotti, Ilse Crawford (Studio Ilse) and Mr Bingo.
11. Mr Bingo
Illustrator, artist
and creative superhero
Nick Blunden
Chief Commercial Officer
Business of Fashion
Paula Zuccotti
Founder
The Overworld
Mark Earls
Herdmeister
Herd Consultancy
Helen Job
Co-founder
The Akin
Karen Boswell
Head of Innovations
adam&eveDDB
Art Business
28. THE CREATIVITY CRISIS
“To create value, brands need to
be different and maintain clear,
strong brand values. At the
luxury end, this brand
strengthening in 2017 will likely
entail a reinvestment in
creativity: creating unique
products that encapsulate their
USP.”
BOF/MCKINSEY
29. THE HOTTEST FASHION BRAND ON THE PLANET
“New data analysed by BoF in
partnership with search platform
Lyst — which tracks 4.5 million
data points per hour from over
65 million annual consumers, 4
million products and 12,000
brands — found that in the
second quarter, the jewel in
Kering’s crown remains front of
mind — with the largest share of
wallet — for consumers
globally.”
BOF
30. 30
THE REINVENTION OF GUCCI
“Eventually, creative stagnation
began to impact revenues.
Quarterly sales growth began to
slow in the second half of 2013
and, by December 2014, after
years of profitable growth, Gucci
had experienced three
consecutive quarters of
declining sales.”
BOF
31. 31
THE RIGHT BUSINESS TALENT
“Ultimately profitability doesn’t
always help the intangible value
of the brand. So you can
continue growing the business
over two, three, four years,
despite the fact that the brand
might be losing momentum. At a
certain point if the brand is no
longer regarded as having value
or influence by fashion’s opinion
leaders, it is going to go down -
not slightly or incrementally, but
really go down.”
MARCO BIZZARI
32. 32
THE RIGHT CREATIVE TALENT
“An abrupt disruption was
needed to re-energise and
reposition the brand. Hence, my
first task was to find and appoint
a new creative director. Almost
by chance I found that person
within Gucci itself. Alessandro
[Michele] knew every corner of
Gucci and lived and breathed
the DNA of the brand. ”
MARCO BIZZARI
33. 33
A SHARED VISION
“Everything about [Alessandro]
Michele was fearless. He was
very open about the issues he
saw and had a clear idea of
what needed to be done moving
forward. Even though he was
looking at things from an
aesthetic point of view and I was
looking at it from a business
angle, we were in sync in our
direction and how we wanted to
shape the company.”
MARCO BIZZARI
34. 34
EMBRACING CREATIVITY
“Marco respects creativity and
creative people. He understands
that the power of a fashion
company lies in its creativity. I
mean, when we talk together
about fashion he often says, ‘I
don’t know, I don’t know, I don’t
know…’ But he knows very well
about fashion, and understands
what is needed.”
ALLESANDRO MICHELE
35. “If you are going to engage with a
culture, you have to embrace and
celebrate it rather than just dipping
in your toe.”
Nick Blunden
Chief Commercial Officer , The Business of Fashion
#brandsocial
36. 36
BUILDING A CREATIVE CULTURE
“At Gucci, we have a few, very
simple key values that are at the
heart of our organization: the
empowerment of innovation and
risk taking, a sense of
responsibility and respect, an
appreciation for diversity and
inclusion, excellence in
execution, and, last but not
least, cultivating joy and
happiness in the way we work.”
MARCO BIZZARI
37. 37
ALIGNING THE PRODUCT WITH THE CREATIVE VISION
“There’s something happening.
It is the link between business
and creativity. And the more I
work in this business, the more I
think it is less and less number
driven and more and more
product driven.”
MARCO BIZZARI
38. 38
ALIGNING THE CUSTOMER EXPERIENCE WITH THE CREATIVE VISION
“Beyond that, however,
consistency and clarity across
all the brand’s touchpoints is
fundamental to the creation of a
powerful image. Alessandro has
done this brilliantly in a very
short time, so that wherever you
may be engaging with Gucci –
in-store, online, through social
media – the brand narrative is
100 per cent consistent.”
MARCO BIZZARI
39. 39
ALIGNING MARKETING WITH THE CREATIVE VISION
“#GucciGram is a starting point
to tell different stories, which are
all united by a great freedom.
Today creativity is often born
and finds its voice in digital
media, a vital source of visual
culture.”
ALLESANDRO MICHELE
40. 40
REMAINING TRUE TO THE VISION
“Resist acceleration and its
obsessive panting that risks
shattering life. Resist the mantra
of speed that violently leads to
loosing oneself. Resist the
illusion of something new at any
cost. There's no simple strategy
to adopt; it requires the courage
to slowly linger; to stay with
care; to give oneself up to a
story to dig deep, with a wide
graceful breath."
ALLESANDRO MICHELE
41. 41
GETTING THE RIGHT BALANCE
“After [Angela] Ahrendts
decamped to run Apple’s retail
programme in 2014, Bailey
stepped into the highly unusual
dual role of chief creative officer
and chief executive officer. In
hindsight, this was a mistake.
The new position undermined
Bailey's ability to focus on the
product, which began to lose its
appeal with consumers.”
BOF
42. 42
A NEW MODEL FOR FASHION
“The only question is how long it will take for others to catch up.”
BOF
54. NO1: EMOTIONS MATTER MORE THAN WORDSVerylargeprofiteffects
0%
8%
15%
23%
30%
Rational messaging Combined approach Emotional priming
Source: Binet & Field 2013
55. NO2: CREATIVITY IS ESSENTIAL
Rank Brand Ad Agency Office
1 John Lewis “Monty’s Christmas” adam&eveDDB London
2
Leica Gallery
Sao Paolo
“100”
F/Nazca Saatchi &
Saatchi
São Paulo
3 Twix Bites “#TBT Bites” BBDO New York
MONTY: THE MOST AWARDED FILM COMMERCIAL IN THE WORLD
Source: The Gunn Report 2015
58. NO5: VIDEO IS THE MOST POWERFUL FORMAT
Live TV
60%
Playback TV
11%
Broadcast VoD
4%
DVD
4%
Subscription VoD
4%
XXX Adult
5%
Other Online
4%
Facebook
2%
Youtube
6%
59. NO6: ONLINE & OFFLINE SYNERGIES BOOST EFFECTS%increaseinavg.no.VLbusiness
effectsfromadding
0%
15%
30%
45%
60%
TV only Both Online video only
25%
54%
32%
Source: Binet & Field 2016 (base 2014-16 cases)
61. – increases attention
– improves recall
– Increases purchase intent
– Increases sales effects by 10%-30%
NO8: MUSIC MAKES YOUR ASSET WORK HARDER
Source: Binet, Mullensiefen & Edwards 2013
Music improves effectiveness
%campaignswithvery
largebusinesseffects
0%
25%
50%
75%
100%
Ad with music Ads without music
62. NO9: ALL OF THIS MULTIPLES EFFICIENCY BY 10Budgetefficiencymetric
0.0
0.8
1.5
2.3
3.0
Creatively awarded Not creatively awarded
Source: Binet & Field 2013
63. Nov11
Nov12
Nov13
Nov14
Nov15
Man on the Moon
MontyBare & Hare
The Journey
The Long Wait
180kmentionsonsocialmedia
NO10: FAME IS A GIFT THAT KEEPS ON GIVING
Source: Crimson Hexagon
88. Melanie Rickey
Founder
Fashion Editor at Large
Fernando Desouches
Senior Global Brand Director
Axe/Lynx
Heidi De Pauw
CEO
Child Focus
Chris Clarke
CCO (International)
DigitasLBi
Ilse Crawford
Founder
StudioIlse
Creative Bravery Panel
89. “For creativity to thrive,
you need a chain of bravery.”
Ilse Crawford
Founder, StudioIlse
100. START STOP
CONTINUE CHANGE
• Creating the environment
• Finding different perspectives
• Creating time
• Being courageous
• Just do it
• Being safe
• Asking for permission
• Accepting no as an answer
• Worrying
• Being busy
• Taking sole responsibility
• Looking from all perspectives
• Being open to new things
• Strive and continue to worthy causes
• Dreaming and explore
• Fostering creative environments
• Building better cases with data
• Our perspective
• Our relationship with uncertainty
• How we work with people
• How we think about our audience
• Our timetables so we have time to
think and be creative
106. “A good scrub of the brain to clean
out the routine and replace with
curiosity and optimism.”
Jamie Coomber
Marketing Director, Sonos
107. “A brilliant mix of practical tools to
inspire creativity in your team and
convince the board as well as a
healthy fill up of external
inspiration for yourself.”
Sara Holt
Marketing Director, LEGO Group
110. Clare Hart
Chief Client Officer
Havas Media Group
Jo Moore,
Worldwide Brand Director
Lenovo
Cary Wakefield
Director of Marketing
BBC TV
Lisa Thomas
Global Head of Brand
Virgin
Gemma Greaves,
Chief Executive
Marketing Society
Ed Couchman
Director of Agency Partnerships
Facebook
Fredrik Thorsén
Global Head of Digital Marketing
Absolut
Martina Luger
CMO
Ennismore
Advisory Board