This document profiles four individuals: Simon Gill, Chief Creative Officer at DigitasLBi; David Meikle, Founding Partner at Redsalt; Tim Lindsay, Chief Executive Officer at D&AD; and Mark Hancock, Planning Director at The Real Adventure Unlimited. It also discusses Rick Pullan, Managing Director at TBDA, and his work on adding maths to creative measurement to prove the value of creativity and measuring its effect on profitability. The document presents checklists on good practice guidelines, roles and responsibilities of key players, and conditions for success in measuring the business value of creativity.

1. A Creston Communications company
Unlimited…

2. A Creston Communications company

3. A Creston Communications company
Little Moovies
Simon Gill, Chief Creative Officer, DigitasLBi
@skinnybouffant@DigitasLBi_UK
http://www.slideshare.net/SarahWright/simon-gill-chief- creative-officer-digitaslbi

4. A Creston Communications company
Little Moovies
David Meikle, Founding Partner, Redsalt
@davidsmeikle
http://www.slideshare.net/SarahWright/david-meikle- founding-partner-redsalt

5. A Creston Communications company
Little Moovies
Tim Lindsay, Chief Executive Officer, D&AD
@timothylindsay@dandad
http://www.slideshare.net/SarahWright/tim-lindsay-chief- executive-officer-dad

6. A Creston Communications company
Little Moovies
Mark Hancock, Planning Director, The Real Adventure Unlimited…
@holycow@realadventure
http://www.slideshare.net/SarahWright/mark-hancock-planning- director-the-real-adventure-unlimited

7. A Creston Communications company
Little Moovies
Rick Pullan, Managing Director, TBDA
@smarter_mrkting

8. BSM2004 now

11. Add maths to creative measurement…
… underscoring creative credentials

12. Laments!
–Accountability
–Proving value of creativity
–Measuring effect of creative marketing on profitability

14. The Challenge
Is it possible or practical to create a universally applicable model which could be embraced and implemented by any commercial organisation, ranging from global corporates to SMEs, from profit making organisations to non profit making ones

17. How marketing creates money
Team effort

18. Just 31 pages
Peppered with case study examples
105 orgs
Best vs worst
Checklists
How marketing creates money
Team effort

21. Checklists??

22. 3 critical ingredients & checklists
1) The Formula or model –checklist 1
2) Key Players –checklist 2
3) Conditions for Success –common sense attitudes for change management – checklist 3

25. Checklist 1 –good practice guidelines
Essential How to’s

26. The Key Players –roles & responsibilities
(obviously depending on size and age of organisation)
Marketing people & departments
Market research & customer insight
Sales people & departments
Management accountants
Strategic planning sand innovation
C-suite & operating board
Business unit Directors, regional directors and other unit directors

27. The Key Players –roles & responsibilities
(obviously depending on size and age of organisation)
Marketing people & departments
Market research & customer insight
Sales people & departments
Management accountants
Strategic planning sand innovation
C-suite & operating board
Business unit Directors, regional directors and other unit directors
Checklist 2 –good practice questions to consider

28. Conditions for Success

29. Conditions for Success
Checklist 3 –good practice points to consider

32. How can you benefit? –action tips
–Original ‘learning guide’ pdf -(rick.pullan@tbda.co.uk)
–Read it… Read it again!
–Embrace into your commercial psyche
–Agencies ask clients… Clients ask agencieswww.return-on-ideas.com

33. A Creston Communications company
Unlimited…