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What's a creative communication?

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IFM (Institut Français de la Mode) invited me to talk about what creative ideas are in advertising.
This is the support deck of the great open discussion we've had with the students.

More about RE-UP agency:
http://thisisreup.com

Published in: Marketing
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What's a creative communication?

  1. 1. 1 Open discussion What’s a creative communication? Paris February 2017
  2. 2. 2 A G E N D A 2 Who’s who “Creative”: what’s in a name? What it’s not Some principles
  3. 3. 3 W ho ’ s W ho !
  4. 4. 4 M e . M e . M e . Ø Founder of RE-UP, the home of creative misfits. Ø 1st Head of Social Media practice @ Ogilvy in 2008 Ø Contributor for diverse fashion & lifestyle marketing
  5. 5. 5 T h e H o u s e o f C r e a t i ve M i s f i t s I n t e r n a t i o n a l Cu l t u r a l M i n d s e t P e o p l e & D i g i t a l F i r s t 15+ creative talents From strategic planning to digital activation talents A thirst for meaningful communication to enrich people’s lives Independent and agile 6 nationalities An horizontal culture to accelerate our value chain and spread ideas that matter Big experience in social listening and digital research Old school meets new school approach to build up relevancy R E - U P .
  6. 6. 6 R E - U P b u i l d sys t e m s . Social brand • Creative strategic workshop • Guidelines and channel strategy • Social media activities Content production • Multi-purpose production • Social Media ready assets • Image x Impact production Community building • Clusters and influencers identification • Community management • Push through Paid Social Media
  7. 7. 7 Cre a t i ve : W ha t ’ s i n a n a m e ?
  8. 8. 8 M y p o i nt o f v i ew . Ø I know what’s it not.
  9. 9. 9 I t ’ s n ot b ra i n d ro p .
  10. 10. 10 I t ’ s n ot Ad o b e S u i t e o r ” c u l t u ra l ” o n l y
  11. 11. 11 SO WHAT?
  12. 12. 12 # 1 C re a t i ve i d e a = l e a d e r s h i p “If you have a dream that no one follows, it's an empty dream” Sputniko!
  13. 13. 13 # 2 C re a t i ve i d e a = re p et i t i o n Everybody is copy
  14. 14. 14
  15. 15. 15 # 3 C re a t i ve i d e a = e c h o e s w i t h s u b c u l t u re s “Subculture as a compromise solution between 2 contradictory needs: the need to create and express autonomy & difference from parents and the need to maintain the parental identification” Phil Cohen, 1972
  16. 16. 16
  17. 17. 17 # 4 C re a t i ve i d e a = e x t i m a c y Public Extimate Intimate
  18. 18. 18
  19. 19. 19 # 5 C re a t i ve i d e a = l et t i n g g o Viral is a consequence
  20. 20. 20 D i s c u s s i o n .
  21. 21. 21 C o n t a c t : L a u r e n t F r a n ç o i s @ l i l z e o n l a u r e n t @ t h i s i s r e u p . c o m

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