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Etes vous assez riches
pour ne pas être créatifs ?
Pixelfestival 27/02/2014 – N. Lambert
"We've gone from being exposed to about 500
ads a day back in the 1970s to as many as
5,000 a day today."
Jay Walker-Smith, Yankelovich Consumer Research.
V large profit gains (% reporting)

35%
30%

30%

25%

26%

20%
15%

16%

10%
5%
0%

Emotional

Combined

Rational

Campaign strategy

L’émotion vend…
Market share growth vs ESOV - all for profit
60%

SOM growth 50%
40%
30%
20%
10%
0%
-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

-10%
-20%

ESOV

-30%
-40%

Impact moyen…
Market share gain vs ESOV
60%

SOM growth 50%
Creatively
awarded

40%
30%

Non-creatively
awarded

20%
10%
0%
-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

-10%

ESOV
-20%
-30%
-40%

Impact de la créativité
Budget com

Création
Production

+

Media-diffusion

Un point de vue…

Type of dish
Budget com

Création
Production

Non working

+

Media-diffusion

Working

Un point de vue…

Type of dish
Impact com

Création
Production

X

Media-diffusion

Et un autre…

Type of dish
Impact com

Création
Production

X

Media-diffusion

Et un autre…

Type of dish
http://www.youtube.com/watch?v=2zfqw8nh
UwA
http://www.youtube.com/watch?v=2zfqw8nh
UwA
Merci…

@nikoalamons
@darwinbbdo

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Etes vous assez riches pour ne pas être créatifs par Nicolas Lambert - Pixels Festival S01E01