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INNOVATION
AN ANSWER TO CRISIS ?
 HAVAS CAFE - CANNES LIONS 22st JUNE 2012
# WHAT KIND OF CRISIS ?
# A CRISIS OF CASH ?
# A CRISIS OF GROWTH ?
# A CRISIS OF GOVERNANCE ?




             Faceboook IPO
# A CRISIS OF TRUST ?




                    Arab Spring
# A CRISIS OF MODEL ?




                  Shangaï Smog
# A CRISIS FOR THE DISCONNECTED ?




                      Occupy Wall Street
# A CRISIS FOR THE OVERCONNECTED ?




                        Anonymous
# A CRISIS OF CONSUMPTION ?
1980   1991   2001   2008
# A CRISIS OF CONFIDENCE
# A CRISIS OF MEANING
From Havas Media Lab




@livemeaning
IT’S NO DIFFERENCE BETWEEN
 BRANDS AND RELATIONSHIPS
Bring the love back ?
# WHICH HALF ?
I   CRISIS
INNOVATION

  CRISIS
THE GREAT DEPRESSION
     1929 / 1933
 REFRIGERATOR : +30%
From 4M cars 2009 to 7M end 2012
 100 engineers in 84, 9000 in 2009
     +35% R&D investments
          >4.5 B$ yearly
                 +
    Brand Building Investment
     7 years guarantee (KIA)
      Job-loss Insurance US
From Mary Meeker KPCB




Indian Ministry of Rural Development : 90M Kisan crédit card users,
180M job card users , no bank account but mobile phones as vérification.
Orange Money in Africa : 4 Millions subscribers use mobile banking daily
WHAT
IS INNOVATION ?
WHAT
   IS INNOVATION ?



Lat. innovare: "to change"
WHAT
IS INNOVATION ?



Innovation differs from invention
WHAT
             IS INNOVATION ?


Innovation differs
from improvement : doing
something different rather than
doing the same thing better...


                                  Henry Ford «faster horse»
From Havas Digital US




Innovation is not always technology-driven
Innovation is as simple as a cricket bat




                              Coca-Cola Australia
WHAT
                IS INNOVATION ?




Innovation can be incremental   Innovation can be radical
WHAT
           IS INNOVATION ?


Innovation is sometimes inspired by
nature ... (velcro, photosynthesis,...)
www.biomimicry.net
Innovation about service
(fast food, low cost, click & drive..)




                                      Innovation about business models
                                (minitel, keywords auction, app stores...)



 Innovation about marketing
 (disposable items, targeting, premiumization
WHAT
      IS INNOVATION ?


« Innovation is the creation of
more meaningful solutions. »
Apple «Crazy Ones» by TBWA Chiat Day
WHY
INNOVATE ?
WHY
                            INNOVATE ?
         Value Migration
Constructive Capitalists – Ten Year Performance vs S&P 500




                                            «New Capitalist Manifesto» by Umair Haque - HBR
STATUS QUO
MEANS MOVING BACKWARDS
WHY
INNOVATE ?
EVEN ICONIC COMPANIES
HAVE TO KEEP INNOVATING
FACEBOOK CHALLENGER SPIRIT
                           by Faber-Novell «Facebook, perfect start-up»




 A new version of Facebook is released every Tuesday with
 non-sophisticated tools ( IRC Chat + P2P geek software ! )
HOW
TO INNOVATE ?
What follows is by no means an exhaustive list of the
keys factors of success of innovation, but rather my
personal distillation of some of the best practices I have
come across and which I wanted to share with you.
HOW
        TO INNOVATE ?

1. YOU ARE YOUR BEST SOURCE
2. AGILE SPECIES SURVIVE
3. MASLOW 2.0
4. CHANGE THE CONVERSATION
5. OPEN UP YOUR WORLD
6. BE MEANINGFUL
1         YOU ARE YOUR BEST
          SOURCE OF INNOVATION

Your brand, its history, its values, its consumers,
its products are all powerful sources of
inspiration for innovation.
THE CHRYSLER TURNAROUND




The multiawarded 2011 campaign highlighted the Rejuvenation
               of the entire product lineup
     How to match «declining brand» with «luxury» ?
2009 : CHRYSLER NEARLY «CHAPTER 11»




   MOTOR CITY = «GHOST TOWN»
 FROM 5TH TO 18TH CITY IN THE US
Back to the Roots
tough city, devoted workers




  Detroit Star : Eminem
Focus on Superbowl : 10M$
      +100M ratings
« Imported from Detroit » by Wieden+Kennedy
Motor City was back

      Sales +26% in 2011
200 sedan sales > 200% budget
NGO Actions in Detroit Area
19th June 2012
2   ONLY AGILE SPECIES
    SURVIVE
ONLY AGILE SPECIES SURVIVE
   Change yourself in order to change the world.




                   Charles Darwin, eng naturalist
THE RISK OF DECLINING
SHOULD BE STRONGER THAN
   THE RISK TO #FAIL
Siloed Organisation need more of Start-Up Culture
« The Redefiners» by
3   MASLOW 2.0
NEW WORLD, MORE SCREENS, MORE
CONNECTIONS : NEW BASIC NEEDS




                            Corning
MASLOW 2.0 : CREATE NEW NEEDS
      BUT TAP INTO FUNDAMENTAL
             ASPIRATIONS




Maslow	
  Pyramid	
     Innovation	
  Pyramid
ONE EXEMPLE OF «MASLOW 2.0» :
   BASIC NEED FOR SHARING
MASLOW 2.0 : BASIC NEED FOR SHARING




                      MTV Twitter
MASLOW 2.0 :
      IT’S NOT PEOPLE
   WATCHING CONNECTED TV
            IT’S
CONNECTED PEOPLE WATCHING TV
TO UNDERSTAND FUTURE NEEDS
 YOU NEED TO LISTEN & WATCH
       GEN Y & GEN Z
WITH THE MILLENIAL GEN,
THERE IS NO MORE OFFLINE
4          CHANGE THE CONVERSATION

Sustainable innovation doesn’t come from answering the same
old question but by challenging the question itself.
CHANGE THE CONVERSATION

Retailers : Not only rejuvenating Stores or Website
but also inventing an hybrid answer with Click & Drive model



Chronodrive by Auchan : 1st retailer to launch a click & carry service
CHANGE THE CONVERSATION

              Not	
  only	
  “how	
  to	
  sell	
  more	
  cars	
  to	
  all	
  individuals”	
  
                         but	
  rather	
  “how	
  to	
  move	
  the	
  world”




Multicity	
  :	
  1st	
  car	
  manufacturer	
  to	
  partner	
  with	
  a	
  car	
  sharing	
  service
CHANGE THE CONVERSATION




                   American	
  Express
5                            OPEN UP YOUR WORLD

From	
  ideas	
  to	
  realisation	
  there	
  is	
  always	
  a	
  gap,	
  oftentimes	
  hard	
  to	
  cross.	
  
Welcome	
  to	
  «Open	
  Innovation»	
  !
OPEN UP YOUR WORLD




         BETC Digital + Joshfire
OPEN UP YOUR WORLD




                            Curators of Sweden
Curators of Talents
OPEN UP YOUR WORLD




     Think API & Open Code as Netflix
THE PURSUIT
       OF API-NESS
Partner,	
  acquire,	
  subscribe	
  the	
  competences	
  
you	
  need	
  to	
  make	
  the	
  change	
  happen.	
  If	
  you	
  
don’t	
  have	
  the	
  expertise,	
  then	
  be	
  sure	
  that	
  
someone	
  else	
  does.
Reconsider	
  your	
  data,	
  think	
  APi
6                    BE MEANINGFUL

Powerful	
  and	
  meaningful	
  innovation	
  connect	
  the	
  dots,	
  
they’re	
  good,	
  good	
  and	
  good.	
  They	
  resolve	
  the	
  mythical	
  
tension	
  between	
  business	
  and	
  altruism.	
  Good	
  for	
  business,	
  
good	
  for	
  the	
  environment,	
  good	
  for	
  the	
  staff,	
  good	
  for	
  people.
BE MEANINGFUL




                Nike+	
  /	
  Fuelband
BE MEANINGFUL




           Quicksilver	
  /	
  Made	
  by	
  Waves
BE MEANINGFUL



    MAGIC FORMULA ?
0+0+47+3000+6000+1000
         = N°1
BE MEANINGFUL


       0 SMELL + 0 NOISE
    +47 CITIES AROUND PARIS
     +3000 ELECTRIC BLUECAR
    +6000 CHARGING STATIONS
      + 1000 JOBS CREATED

= LARGEST ELECTRIC CAR SHARING
     PROJECT IN THE WORLD
BE MEANINGFUL
INNOVATION
AN ANSWER TO CRISIS ?
INNOVATION : AN ANSWER TO CRISIS ?

 1. YOU ARE YOUR BEST SOURCE
 2. AGILE SPECIES SURVIVE
 3. MASLOW 2.0
 4. CHANGE THE CONVERSATION
 5. OPEN UP YOUR WORLD
 6. BE MEANINGFUL
“ THE FUTURE
BELONGS TO THOSE WHO GIVE
    THE NEXT GENERATION
     REASON FOR HOPE.”

               Teilhard	
  de	
  Chardin
HAVAS CAFE - CANNES LIONS 21st JUNE 2012
             @domdelport
Credits :
Sources :
10 Innovations from 100 Innovators by the Fifth Conference www.thefifthconference.com
Olivier Ezratty (cours Ecole Centrale sur Stratégies d’Innovation -1 à 3) www.oerezratty.net
PFSK Veille & prospective www.psfk.com (studies about future of retail , mobile tagging, real time... )
«What so funny about Innovation» by Method www.method.com
«I live in the future and it’s how it works» by Nick Bilton
Revue Influentia - «Spécial Innovation» - Mai-Juin 2012

Réferences :
slide 12 : Meaningful brand study by Havas Media Lab www.havasmedialab.com
slide 26 : Mary Meeker - KPCB «Internet Trends - D10 Conference - 30 May 2012 www.kpcb.com
slide 31 : Havas Digital US / Big Media trends - www.havasdigital.com
slide 32 : Coca-Cola Australia Ad {www.youtube.com/watch?v=6oKfti-32kE}
slide 38 : Apple Ad by TBWA ChiatDay (Lee Clow) www.apple.com «Think Different - Crazy Ones» {www.youtube.com/watch?v=tjgtLSHhTPg}
slide 40 : Constructive Capitalism from «New Capitalist Manifesto» by Umair Haque - Havas Media Lab / Harvard Business Review
slide 44 : Etude FaberNovell - June 2012 «why Facebook is the perfect start-up» www.fabernovell.com
slide 51 : Photographs «The Ruins of Detroit» by Yves Marchand & Romain Meffre www.marchandmeffre.com
slide 52 : Chrysler Ad «Imported from Detroit» Wieden+Kennedy http://www.youtube.com/watch?v=dJ0YHyDVrj4
slide 59 : Etude Activate «Redefiners : Captivate Media Growth Dollars» www.activate.com
slide 61 :Video Corning «A day made of glass» www.corning.com
slide 62 : Etude Planning Strat Havas Media France et TBWA Corporate for BNPParibas about Innovation
slide 64 : Emission MTV with Kate Perry avec insertions & tracking Twitter answers #ifbiebermetgaga
slide 71 : American Express «Small Business Day» by Crispin Porter & Bogusky Boulder USA {http://www.youtube.com/watch?v=b4A4rMCqKZ4}
slide 73 : Smart Drop Project by BETC Digital and Joshfire for Evian www.evian-at-home.com
slide 74 : The Crowdsourcing Agency «Victor&Spoils» (Havas Group) www.victorandspoils.com
slide 76 : The Pursuit of APIness by MFG Lab www.mfglab.com
slide 78 : Nike + Fuel by R/GA New York www.rga.com vidéo http://www.youtube.com/watch?v=uJvdiLkhnhc
slide 79 : Quicksilver «Made by Waves» http://www.youtube.com/watch?v=au5azbIBq_M
slide 80 : Autolib by Havas Productions www.autolib.eu

Images : Cover magazines courtesy from Time www.time.com, Newsweek www.newsweek.com and photos from Flickr.
Share & Quote : «Innovation : An Answer to crisis» Dominique Delport, Havas Média France - #CannesLions - @domdelport

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"Innovation, an answer to Crisis" by Dominique Delport, CEO Havas Média France

  • 1. INNOVATION AN ANSWER TO CRISIS ? HAVAS CAFE - CANNES LIONS 22st JUNE 2012
  • 2. # WHAT KIND OF CRISIS ?
  • 3. # A CRISIS OF CASH ?
  • 4. # A CRISIS OF GROWTH ?
  • 5. # A CRISIS OF GOVERNANCE ? Faceboook IPO
  • 6. # A CRISIS OF TRUST ? Arab Spring
  • 7. # A CRISIS OF MODEL ? Shangaï Smog
  • 8. # A CRISIS FOR THE DISCONNECTED ? Occupy Wall Street
  • 9. # A CRISIS FOR THE OVERCONNECTED ? Anonymous
  • 10. # A CRISIS OF CONSUMPTION ?
  • 11. 1980 1991 2001 2008
  • 12. # A CRISIS OF CONFIDENCE
  • 13. # A CRISIS OF MEANING
  • 14. From Havas Media Lab @livemeaning
  • 15. IT’S NO DIFFERENCE BETWEEN BRANDS AND RELATIONSHIPS
  • 16. Bring the love back ?
  • 18. I CRISIS
  • 20.
  • 21. THE GREAT DEPRESSION 1929 / 1933 REFRIGERATOR : +30%
  • 22. From 4M cars 2009 to 7M end 2012 100 engineers in 84, 9000 in 2009 +35% R&D investments >4.5 B$ yearly + Brand Building Investment 7 years guarantee (KIA) Job-loss Insurance US
  • 23.
  • 24. From Mary Meeker KPCB Indian Ministry of Rural Development : 90M Kisan crédit card users, 180M job card users , no bank account but mobile phones as vérification. Orange Money in Africa : 4 Millions subscribers use mobile banking daily
  • 26. WHAT IS INNOVATION ? Lat. innovare: "to change"
  • 27. WHAT IS INNOVATION ? Innovation differs from invention
  • 28. WHAT IS INNOVATION ? Innovation differs from improvement : doing something different rather than doing the same thing better... Henry Ford «faster horse»
  • 29. From Havas Digital US Innovation is not always technology-driven
  • 30. Innovation is as simple as a cricket bat Coca-Cola Australia
  • 31. WHAT IS INNOVATION ? Innovation can be incremental Innovation can be radical
  • 32. WHAT IS INNOVATION ? Innovation is sometimes inspired by nature ... (velcro, photosynthesis,...) www.biomimicry.net
  • 33. Innovation about service (fast food, low cost, click & drive..) Innovation about business models (minitel, keywords auction, app stores...) Innovation about marketing (disposable items, targeting, premiumization
  • 34. WHAT IS INNOVATION ? « Innovation is the creation of more meaningful solutions. »
  • 35.
  • 36. Apple «Crazy Ones» by TBWA Chiat Day
  • 38. WHY INNOVATE ? Value Migration Constructive Capitalists – Ten Year Performance vs S&P 500 «New Capitalist Manifesto» by Umair Haque - HBR
  • 41. EVEN ICONIC COMPANIES HAVE TO KEEP INNOVATING
  • 42. FACEBOOK CHALLENGER SPIRIT by Faber-Novell «Facebook, perfect start-up» A new version of Facebook is released every Tuesday with non-sophisticated tools ( IRC Chat + P2P geek software ! )
  • 44. What follows is by no means an exhaustive list of the keys factors of success of innovation, but rather my personal distillation of some of the best practices I have come across and which I wanted to share with you.
  • 45. HOW TO INNOVATE ? 1. YOU ARE YOUR BEST SOURCE 2. AGILE SPECIES SURVIVE 3. MASLOW 2.0 4. CHANGE THE CONVERSATION 5. OPEN UP YOUR WORLD 6. BE MEANINGFUL
  • 46. 1 YOU ARE YOUR BEST SOURCE OF INNOVATION Your brand, its history, its values, its consumers, its products are all powerful sources of inspiration for innovation.
  • 47. THE CHRYSLER TURNAROUND The multiawarded 2011 campaign highlighted the Rejuvenation of the entire product lineup How to match «declining brand» with «luxury» ?
  • 48. 2009 : CHRYSLER NEARLY «CHAPTER 11» MOTOR CITY = «GHOST TOWN» FROM 5TH TO 18TH CITY IN THE US
  • 49. Back to the Roots tough city, devoted workers Detroit Star : Eminem Focus on Superbowl : 10M$ +100M ratings
  • 50. « Imported from Detroit » by Wieden+Kennedy
  • 51. Motor City was back Sales +26% in 2011 200 sedan sales > 200% budget NGO Actions in Detroit Area
  • 53. 2 ONLY AGILE SPECIES SURVIVE
  • 54. ONLY AGILE SPECIES SURVIVE Change yourself in order to change the world. Charles Darwin, eng naturalist
  • 55. THE RISK OF DECLINING SHOULD BE STRONGER THAN THE RISK TO #FAIL
  • 56. Siloed Organisation need more of Start-Up Culture
  • 58. 3 MASLOW 2.0
  • 59. NEW WORLD, MORE SCREENS, MORE CONNECTIONS : NEW BASIC NEEDS Corning
  • 60. MASLOW 2.0 : CREATE NEW NEEDS BUT TAP INTO FUNDAMENTAL ASPIRATIONS Maslow  Pyramid   Innovation  Pyramid
  • 61. ONE EXEMPLE OF «MASLOW 2.0» : BASIC NEED FOR SHARING
  • 62. MASLOW 2.0 : BASIC NEED FOR SHARING MTV Twitter
  • 63. MASLOW 2.0 : IT’S NOT PEOPLE WATCHING CONNECTED TV IT’S CONNECTED PEOPLE WATCHING TV
  • 64. TO UNDERSTAND FUTURE NEEDS YOU NEED TO LISTEN & WATCH GEN Y & GEN Z
  • 65. WITH THE MILLENIAL GEN, THERE IS NO MORE OFFLINE
  • 66. 4 CHANGE THE CONVERSATION Sustainable innovation doesn’t come from answering the same old question but by challenging the question itself.
  • 67. CHANGE THE CONVERSATION Retailers : Not only rejuvenating Stores or Website but also inventing an hybrid answer with Click & Drive model Chronodrive by Auchan : 1st retailer to launch a click & carry service
  • 68. CHANGE THE CONVERSATION Not  only  “how  to  sell  more  cars  to  all  individuals”   but  rather  “how  to  move  the  world” Multicity  :  1st  car  manufacturer  to  partner  with  a  car  sharing  service
  • 69. CHANGE THE CONVERSATION American  Express
  • 70. 5 OPEN UP YOUR WORLD From  ideas  to  realisation  there  is  always  a  gap,  oftentimes  hard  to  cross.   Welcome  to  «Open  Innovation»  !
  • 71. OPEN UP YOUR WORLD BETC Digital + Joshfire
  • 72. OPEN UP YOUR WORLD Curators of Sweden Curators of Talents
  • 73. OPEN UP YOUR WORLD Think API & Open Code as Netflix
  • 74. THE PURSUIT OF API-NESS Partner,  acquire,  subscribe  the  competences   you  need  to  make  the  change  happen.  If  you   don’t  have  the  expertise,  then  be  sure  that   someone  else  does. Reconsider  your  data,  think  APi
  • 75. 6 BE MEANINGFUL Powerful  and  meaningful  innovation  connect  the  dots,   they’re  good,  good  and  good.  They  resolve  the  mythical   tension  between  business  and  altruism.  Good  for  business,   good  for  the  environment,  good  for  the  staff,  good  for  people.
  • 76. BE MEANINGFUL Nike+  /  Fuelband
  • 77. BE MEANINGFUL Quicksilver  /  Made  by  Waves
  • 78. BE MEANINGFUL MAGIC FORMULA ? 0+0+47+3000+6000+1000 = N°1
  • 79. BE MEANINGFUL 0 SMELL + 0 NOISE +47 CITIES AROUND PARIS +3000 ELECTRIC BLUECAR +6000 CHARGING STATIONS + 1000 JOBS CREATED = LARGEST ELECTRIC CAR SHARING PROJECT IN THE WORLD
  • 82. INNOVATION : AN ANSWER TO CRISIS ? 1. YOU ARE YOUR BEST SOURCE 2. AGILE SPECIES SURVIVE 3. MASLOW 2.0 4. CHANGE THE CONVERSATION 5. OPEN UP YOUR WORLD 6. BE MEANINGFUL
  • 83. “ THE FUTURE BELONGS TO THOSE WHO GIVE THE NEXT GENERATION REASON FOR HOPE.” Teilhard  de  Chardin
  • 84. HAVAS CAFE - CANNES LIONS 21st JUNE 2012 @domdelport
  • 85. Credits : Sources : 10 Innovations from 100 Innovators by the Fifth Conference www.thefifthconference.com Olivier Ezratty (cours Ecole Centrale sur Stratégies d’Innovation -1 à 3) www.oerezratty.net PFSK Veille & prospective www.psfk.com (studies about future of retail , mobile tagging, real time... ) «What so funny about Innovation» by Method www.method.com «I live in the future and it’s how it works» by Nick Bilton Revue Influentia - «Spécial Innovation» - Mai-Juin 2012 Réferences : slide 12 : Meaningful brand study by Havas Media Lab www.havasmedialab.com slide 26 : Mary Meeker - KPCB «Internet Trends - D10 Conference - 30 May 2012 www.kpcb.com slide 31 : Havas Digital US / Big Media trends - www.havasdigital.com slide 32 : Coca-Cola Australia Ad {www.youtube.com/watch?v=6oKfti-32kE} slide 38 : Apple Ad by TBWA ChiatDay (Lee Clow) www.apple.com «Think Different - Crazy Ones» {www.youtube.com/watch?v=tjgtLSHhTPg} slide 40 : Constructive Capitalism from «New Capitalist Manifesto» by Umair Haque - Havas Media Lab / Harvard Business Review slide 44 : Etude FaberNovell - June 2012 «why Facebook is the perfect start-up» www.fabernovell.com slide 51 : Photographs «The Ruins of Detroit» by Yves Marchand & Romain Meffre www.marchandmeffre.com slide 52 : Chrysler Ad «Imported from Detroit» Wieden+Kennedy http://www.youtube.com/watch?v=dJ0YHyDVrj4 slide 59 : Etude Activate «Redefiners : Captivate Media Growth Dollars» www.activate.com slide 61 :Video Corning «A day made of glass» www.corning.com slide 62 : Etude Planning Strat Havas Media France et TBWA Corporate for BNPParibas about Innovation slide 64 : Emission MTV with Kate Perry avec insertions & tracking Twitter answers #ifbiebermetgaga slide 71 : American Express «Small Business Day» by Crispin Porter & Bogusky Boulder USA {http://www.youtube.com/watch?v=b4A4rMCqKZ4} slide 73 : Smart Drop Project by BETC Digital and Joshfire for Evian www.evian-at-home.com slide 74 : The Crowdsourcing Agency «Victor&Spoils» (Havas Group) www.victorandspoils.com slide 76 : The Pursuit of APIness by MFG Lab www.mfglab.com slide 78 : Nike + Fuel by R/GA New York www.rga.com vidéo http://www.youtube.com/watch?v=uJvdiLkhnhc slide 79 : Quicksilver «Made by Waves» http://www.youtube.com/watch?v=au5azbIBq_M slide 80 : Autolib by Havas Productions www.autolib.eu Images : Cover magazines courtesy from Time www.time.com, Newsweek www.newsweek.com and photos from Flickr. Share & Quote : «Innovation : An Answer to crisis» Dominique Delport, Havas Média France - #CannesLions - @domdelport