Lessons Learned from:
TEN YEARS OF BREAKTHROUGH THINKING
Find Your Prosumers
Find Your Prosumers
Prosumers Are Vital to the Development
of Creative Business Ideas
By understanding what matters to
members of this group, ...
PROSUMERS
ADOPTION
6–18 monthsInstigators
Prosumers
Mainstream
Laggards
10–20%
Prosumers Drive Trends Across Markets
Lesson
Learned
All consumers are not created equal. By
developing a way to identify and segment a
category’s or brand’s mo...
Get the Buzz Going
Get Consumers on Board
Give Them Something to Talk About
The fact that anyone, anywhere, can
create the next Internet sensation that
goes viral through social channels
creates an ...
Lesson
Learned
The power of viral marketing lies not in
building buzz but in making consumers feel
more deeply connected t...
Cast Your Net Far & Wide
Creative Collaboration Is Vital in
the Intangibles Economy
In another era, a nation’s most
valuable assets were its natura...
Open Windows and Doors
Build Collaborative Partnerships
Lesson
Learned
Today’s demand for constant innovation
requires a mix of collaborative contributors who
can shake things up...
Make It Meaningful
The Search for Substance
Dulux: “Let’s Color”
The new consumers are ready to play the ‘brand
game’ to the full, which means that simple,
unidirectional, repetitive comm...
Lesson
Learned
It is our job as marketers to help clients
understand the triggers that will be most
successful in attracti...
Keep Moving
Electric Typewriter, Meet the Mac
Image credits: Chris Campbell@flickr.com; apple.com
A new brand is all promise and vision. Then a
market develops and the brand builds trust by
delivering on its promises. Bu...
Goodbye, Nursing Homes; Hello, Nightclubs
Lesson
Learned
To retain and gain market share in any
category requires constant innovation and
repositioning (sometimes s...
Don’t Let Your Brand
Be Boxed In
Going, Going…
Think Bigger
Generally speaking, the
broader the brand values,
the more room there is for
a brand to grow.
Evian: “Live Young”
EVIAN’S “WE
WILL ROCK
YOU” SINGLE
SOLD 600,000
COPIES
WORLDWIDE
Lesson
Learned
Rather than cling to old business models,
constantly reassess what category and
industry you’re in, whom yo...
Utilize Your Inner MacGyver
… or where there’s a will, there’s a way
The Golden Age of Advertising?
Image credit: Paul-W@flickr.com
The technological revolution has fragmented the
audience and made it extremely difficult for
brands to reach their targets...
Mortein: “Modern-Day Ramayana”
Lesson
Learned
Never be limited by the tools at hand and what
others already have done. In emerging markets
especially, re...
Don’t Be Afraid to
Cede Control
Collaboration Over Control
TckTckTck: Campaign for Climate Justice
Image credit: Greenpeace Switzerland@flickr.com
To make a difference there had
to be one message, and
everyone had to own it.
Lesson
Learned
The impenetrable divisions that used to be rife
within the corporate world are crumbling.
Businesses are le...
Be Social
Everyone Connected
Share This
Up until recently, traditional media were the main
vehicle with which to attract potential customers. It
was mainly one-wa...
Lesson
Learned
For marketers, it’s no longer a question of
whether to use social media, but how and to
what extent. Being ...
Get There First
In the Beginning…
Image credit: BinaryApe@flickr.com
Digital changed everything—for our industry and for our
agency. With our ‘Digital at the Core’ Creative Business
Idea, we ...
Lesson
Learned
A passion for innovation and how we build
and drive it into organizations has served
us and our clients wel...
Lesson
Learned
www.creativebusinessidea.com
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking
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The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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In 2000, as the advertising industry embarked on a new century of marketing communications, Havas Worldwide (then known as Euro RSCG Worldwide) made a promise to our clients: In every office around the world, in every discipline, we would maintain a single-minded focus on delivering breakthrough business ideas—ideas so powerful they have the capacity to transform businesses and revitalize brands, create entirely new categories, and alter consumer perceptions. We called this offering Creative Business Ideas® (CBIs), and CBIs have since become our mantra, our mission, and our mandate.

In the years since we established this new point of focus, Havas Worldwide has grown to be the largest agency in the world by number of global clients. We have been named Global Agency of the Year by Advertising Age and Agency Network of the Year by Campaign, and we have seen years in which we held more spots in The Gunn Report’s annual list of top 10 campaigns than any other agency, large or small.

In 2011, we marked our first decade of Creative Business Ideas with a gorgeous coffee-table book celebrating examples of the brilliant thinking the agency has produced for clients since 2000. Intended for creativity-focused people inside and outside our own industry, The Creative Business Idea Book: Ten Years of Breakthrough Thinking showcases more than two dozen campaigns created for clients around the globe and in industries ranging from finance to publishing, automobiles to FMCG. It includes fresh insights into the future of marketing communications and business in general, exploring, among other topics, the vital importance of the smart use of social media and the business benefits to be gained from driving social change.

The Creative Business Idea Book is available on Amazon.

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The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

  1. 1. Lessons Learned from: TEN YEARS OF BREAKTHROUGH THINKING
  2. 2. Find Your Prosumers
  3. 3. Find Your Prosumers
  4. 4. Prosumers Are Vital to the Development of Creative Business Ideas By understanding what matters to members of this group, the trends they’re driving, and their changing attitudes and behaviors, we are able to forecast how mainstream consumers will change in coming months and years.
  5. 5. PROSUMERS ADOPTION 6–18 monthsInstigators Prosumers Mainstream Laggards 10–20% Prosumers Drive Trends Across Markets
  6. 6. Lesson Learned All consumers are not created equal. By developing a way to identify and segment a category’s or brand’s most influential customers, strategists can make highly informed decisions based not on where markets are now but on where they’re headed. For our agency network and our clients, Prosumers are a window to the future. Find Your Prosumers
  7. 7. Get the Buzz Going
  8. 8. Get Consumers on Board
  9. 9. Give Them Something to Talk About
  10. 10. The fact that anyone, anywhere, can create the next Internet sensation that goes viral through social channels creates an environment where brands have to push further and more deliberately into the world culture.
  11. 11. Lesson Learned The power of viral marketing lies not in building buzz but in making consumers feel more deeply connected to the brand. The best campaigns offer a sense of ownership that ties consumers in emotionally and makes them feel they have a genuine stake in the brand’s success. Get the Buzz Going
  12. 12. Cast Your Net Far & Wide
  13. 13. Creative Collaboration Is Vital in the Intangibles Economy In another era, a nation’s most valuable assets were its natural resources—coal, say, or amber waves of grain. But in the information economy of the 21st century, the most priceless resource is often an idea, along with the right to profit from it. —International Herald Tribune
  14. 14. Open Windows and Doors
  15. 15. Build Collaborative Partnerships
  16. 16. Lesson Learned Today’s demand for constant innovation requires a mix of collaborative contributors who can shake things up and deliver together more than any one of them is capable of delivering alone. That makes it imperative to cast a wider net to bring in more thinkers, partners, and outside influences. That applies to companies and agencies. And it applies to brands. Cast Your Net Far and Wide
  17. 17. Make It Meaningful
  18. 18. The Search for Substance
  19. 19. Dulux: “Let’s Color”
  20. 20. The new consumers are ready to play the ‘brand game’ to the full, which means that simple, unidirectional, repetitive communication is over for them. Precisely because they are closer to brands and understand them and their role, they want brands to do their job: keep in touch, keep alive, keep being meaningful, keep making a difference, keep the entertainment up, be a good citizen…This makes it really interesting, does it not?
  21. 21. Lesson Learned It is our job as marketers to help clients understand the triggers that will be most successful in attracting customers and building brand loyalty. In this new era, these triggers are connected not to the outdated archetypes of hyperconsumption but to the traditional values people have begun to crave, including community, simplicity, sustainability, and rootedness. Make It Meaningful
  22. 22. Keep Moving
  23. 23. Electric Typewriter, Meet the Mac Image credits: Chris Campbell@flickr.com; apple.com
  24. 24. A new brand is all promise and vision. Then a market develops and the brand builds trust by delivering on its promises. But the natural cycle of brands means that, left alone, it cannot maintain momentum. In the absence of innovation and dynamism, it ceases to meet the needs of its customers. Brands require tending. A static brand is a dying brand.
  25. 25. Goodbye, Nursing Homes; Hello, Nightclubs
  26. 26. Lesson Learned To retain and gain market share in any category requires constant innovation and repositioning (sometimes subtle, sometimes major), building on people’s trust while also relentlessly pushing the brand forward in new and fresh ways. In this new environment, “business as usual” leads only one place: a dead end. Keep Moving
  27. 27. Don’t Let Your Brand Be Boxed In
  28. 28. Going, Going…
  29. 29. Think Bigger
  30. 30. Generally speaking, the broader the brand values, the more room there is for a brand to grow.
  31. 31. Evian: “Live Young” EVIAN’S “WE WILL ROCK YOU” SINGLE SOLD 600,000 COPIES WORLDWIDE
  32. 32. Lesson Learned Rather than cling to old business models, constantly reassess what category and industry you’re in, whom your target customers can and should be, and how you should be conducting business. This will keep you a step ahead, always moving forward rather than scrambling to follow the lead of upstart competitors. Don’t Let Your Brand Be Boxed In
  33. 33. Utilize Your Inner MacGyver … or where there’s a will, there’s a way
  34. 34. The Golden Age of Advertising? Image credit: Paul-W@flickr.com
  35. 35. The technological revolution has fragmented the audience and made it extremely difficult for brands to reach their targets. This has forced brands to interact, to engage further with their audiences, to deliver experience, to focus on building loyalty with their current customers—in other words, to produce a more valuable and involving content beyond what their products and messages were traditionally delivering.
  36. 36. Mortein: “Modern-Day Ramayana”
  37. 37. Lesson Learned Never be limited by the tools at hand and what others already have done. In emerging markets especially, reaching a target through existing channels may not be possible. If a communications channel doesn’t exist, invent it. If the brand clutter seems impenetrable, find a way to get consumers to come to you. This is the golden age of advertising for those with the creativity and drive to make it so. Utilize Your Inner MacGyver … or where there’s a will, there’s a way
  38. 38. Don’t Be Afraid to Cede Control
  39. 39. Collaboration Over Control
  40. 40. TckTckTck: Campaign for Climate Justice Image credit: Greenpeace Switzerland@flickr.com
  41. 41. To make a difference there had to be one message, and everyone had to own it.
  42. 42. Lesson Learned The impenetrable divisions that used to be rife within the corporate world are crumbling. Businesses are learning that collaboration and sharing can accrue benefits unattainable under a traditional structure. More and more we’ll see that the strength of a creative idea lies not in how well it can be controlled but in how widely and rapidly it can be shared. Even the very best ideas can’t get terribly far with clipped wings. Don’t Be Afraid to Cede Control
  43. 43. Be Social
  44. 44. Everyone Connected
  45. 45. Share This
  46. 46. Up until recently, traditional media were the main vehicle with which to attract potential customers. It was mainly one-way communication. Now the wired consumer is keen to engage with the brand and other consumers, through social media, before he decides to espouse a brand or a product. He wants the brand to be a statement about his personality, his beliefs, and the social group with which he affiliates himself.
  47. 47. Lesson Learned For marketers, it’s no longer a question of whether to use social media, but how and to what extent. Being part of the social conversation is essential in every consumer- facing category. No one can say with certainty how social media will evolve over the next 10 or 20 years, but we know for sure that it will be critical to the propulsion and trajectory of our most brilliant ideas. Be Social
  48. 48. Get There First
  49. 49. In the Beginning… Image credit: BinaryApe@flickr.com
  50. 50. Digital changed everything—for our industry and for our agency. With our ‘Digital at the Core’ Creative Business Idea, we took the bold step of integrating the world’s largest digital network, Havas Worldwide Digital (then known as Euro RSCG 4D), into Havas Worldwide, our main advertising and communications entity. This integration was not just in words, but philosophically, creatively, structurally, and financially. Our digital arm has been suffused throughout our company’s body. And that is driving our clients’ businesses and ours. ‘Digital at the Core’ will be our future…at least until we recognize that digital has changed everything again.
  51. 51. Lesson Learned A passion for innovation and how we build and drive it into organizations has served us and our clients well. Some of the most profitable Creative Business Ideas involve an element of the unknown—a leap of faith and the courage to do something that has never been tried before. It’s how we make good on our promise to get clients to the Future First. Get There First
  52. 52. Lesson Learned www.creativebusinessidea.com

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