SlideShare a Scribd company logo
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

More Related Content

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

f112247871
f112247871f112247871
f112247871
Adil Imtiaz
 
Morgan & co media planning mix
Morgan & co media planning mixMorgan & co media planning mix
Morgan & co media planning mix
Morgan & Co
 
My sense
My senseMy sense
My sense
akashkapoor9
 
The explosion in consumer choice
The explosion in consumer choiceThe explosion in consumer choice
The explosion in consumer choice
nfpSynergy
 
PageFair presentation WAN-IFRA AdBlock Action Day
PageFair presentation WAN-IFRA AdBlock Action Day PageFair presentation WAN-IFRA AdBlock Action Day
PageFair presentation WAN-IFRA AdBlock Action Day
Johnny Ryan
 
Revenue Diversification at The Dallas Morning News: Roundtable 2014 Jim Mor...
Revenue Diversification at The Dallas Morning News: Roundtable 2014   Jim Mor...Revenue Diversification at The Dallas Morning News: Roundtable 2014   Jim Mor...
Revenue Diversification at The Dallas Morning News: Roundtable 2014 Jim Mor...
LEAP Media Solutions, a division of BlueVenn
 
Netwealth portfolio construction series - Discover cost effective investment ...
Netwealth portfolio construction series - Discover cost effective investment ...Netwealth portfolio construction series - Discover cost effective investment ...
Netwealth portfolio construction series - Discover cost effective investment ...
netwealthInvest
 
Defining Social Media in Switzerland - 02/2010 update
Defining Social Media in Switzerland - 02/2010 updateDefining Social Media in Switzerland - 02/2010 update
Defining Social Media in Switzerland - 02/2010 update
Sabine Dufaux
 
TV Commercials still rule in much of Asia - How effective is yours?
TV Commercials still rule in much of Asia - How effective is yours?TV Commercials still rule in much of Asia - How effective is yours?
TV Commercials still rule in much of Asia - How effective is yours?
Cimigo
 
Yvp 06 20 14
Yvp 06 20 14Yvp 06 20 14
Yvp 06 20 14
successteammarketing
 
PeeqSee Presentation
PeeqSee PresentationPeeqSee Presentation
PeeqSee Presentation
Gus Lopez
 
GTI Breakfast News 30 June 'Is creativity dead yet?'
GTI Breakfast News 30 June 'Is creativity dead yet?'GTI Breakfast News 30 June 'Is creativity dead yet?'
GTI Breakfast News 30 June 'Is creativity dead yet?'
Alicia Baker
 
Search Economy and Trends
Search Economy and TrendsSearch Economy and Trends
Search Economy and Trends
abcd82
 
Defining Social Media in Switzerland - 09/2009
Defining Social Media in Switzerland - 09/2009Defining Social Media in Switzerland - 09/2009
Defining Social Media in Switzerland - 09/2009
Sabine Dufaux
 
New Product Development & Marketing - Samsung Tablet
New Product Development & Marketing - Samsung TabletNew Product Development & Marketing - Samsung Tablet
New Product Development & Marketing - Samsung Tablet
rkalavar
 
Cornerstone Case Study
Cornerstone Case StudyCornerstone Case Study
Cornerstone Case Study
Captive Media Ltd
 
Building A Better World...Now!
Building A Better World...Now!Building A Better World...Now!
Building A Better World...Now!
Building A Better World...Now!
 
2017 YBC Presentation - M&W
2017 YBC Presentation - M&W2017 YBC Presentation - M&W
2017 YBC Presentation - M&W
Mitchell & Whale Insurance Brokers Ltd.
 
Business Insider - NOAH15 Berlin
Business Insider - NOAH15 BerlinBusiness Insider - NOAH15 Berlin
Business Insider - NOAH15 Berlin
NOAH Advisors
 
April 2016 - marketing stats
April 2016 - marketing statsApril 2016 - marketing stats
April 2016 - marketing stats
Ged Carroll
 

Similar to Etes vous assez riches pour ne pas être créatifs par Nicolas Lambert - Pixels Festival S01E01 (20)

f112247871
f112247871f112247871
f112247871
 
Morgan & co media planning mix
Morgan & co media planning mixMorgan & co media planning mix
Morgan & co media planning mix
 
My sense
My senseMy sense
My sense
 
The explosion in consumer choice
The explosion in consumer choiceThe explosion in consumer choice
The explosion in consumer choice
 
PageFair presentation WAN-IFRA AdBlock Action Day
PageFair presentation WAN-IFRA AdBlock Action Day PageFair presentation WAN-IFRA AdBlock Action Day
PageFair presentation WAN-IFRA AdBlock Action Day
 
Revenue Diversification at The Dallas Morning News: Roundtable 2014 Jim Mor...
Revenue Diversification at The Dallas Morning News: Roundtable 2014   Jim Mor...Revenue Diversification at The Dallas Morning News: Roundtable 2014   Jim Mor...
Revenue Diversification at The Dallas Morning News: Roundtable 2014 Jim Mor...
 
Netwealth portfolio construction series - Discover cost effective investment ...
Netwealth portfolio construction series - Discover cost effective investment ...Netwealth portfolio construction series - Discover cost effective investment ...
Netwealth portfolio construction series - Discover cost effective investment ...
 
Defining Social Media in Switzerland - 02/2010 update
Defining Social Media in Switzerland - 02/2010 updateDefining Social Media in Switzerland - 02/2010 update
Defining Social Media in Switzerland - 02/2010 update
 
TV Commercials still rule in much of Asia - How effective is yours?
TV Commercials still rule in much of Asia - How effective is yours?TV Commercials still rule in much of Asia - How effective is yours?
TV Commercials still rule in much of Asia - How effective is yours?
 
Yvp 06 20 14
Yvp 06 20 14Yvp 06 20 14
Yvp 06 20 14
 
PeeqSee Presentation
PeeqSee PresentationPeeqSee Presentation
PeeqSee Presentation
 
GTI Breakfast News 30 June 'Is creativity dead yet?'
GTI Breakfast News 30 June 'Is creativity dead yet?'GTI Breakfast News 30 June 'Is creativity dead yet?'
GTI Breakfast News 30 June 'Is creativity dead yet?'
 
Search Economy and Trends
Search Economy and TrendsSearch Economy and Trends
Search Economy and Trends
 
Defining Social Media in Switzerland - 09/2009
Defining Social Media in Switzerland - 09/2009Defining Social Media in Switzerland - 09/2009
Defining Social Media in Switzerland - 09/2009
 
New Product Development & Marketing - Samsung Tablet
New Product Development & Marketing - Samsung TabletNew Product Development & Marketing - Samsung Tablet
New Product Development & Marketing - Samsung Tablet
 
Cornerstone Case Study
Cornerstone Case StudyCornerstone Case Study
Cornerstone Case Study
 
Building A Better World...Now!
Building A Better World...Now!Building A Better World...Now!
Building A Better World...Now!
 
2017 YBC Presentation - M&W
2017 YBC Presentation - M&W2017 YBC Presentation - M&W
2017 YBC Presentation - M&W
 
Business Insider - NOAH15 Berlin
Business Insider - NOAH15 BerlinBusiness Insider - NOAH15 Berlin
Business Insider - NOAH15 Berlin
 
April 2016 - marketing stats
April 2016 - marketing statsApril 2016 - marketing stats
April 2016 - marketing stats
 

Recently uploaded

What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
Ishaaq6
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
Y
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
HighViz PR
 
Compitive analysis on Noise pvt Ltd.pptx
Compitive analysis on Noise pvt Ltd.pptxCompitive analysis on Noise pvt Ltd.pptx
Compitive analysis on Noise pvt Ltd.pptx
SauravDey45
 
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
WilliamZinsmeister
 
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
Search Engine Journal
 
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
JimWilliams206540
 
Digital Marketing Company in India - DIGI Brooks
Digital Marketing Company in India -  DIGI BrooksDigital Marketing Company in India -  DIGI Brooks
Digital Marketing Company in India - DIGI Brooks
DIGI Brooks
 
Viapulsa - Content Strategist Assignment
Viapulsa - Content Strategist AssignmentViapulsa - Content Strategist Assignment
Viapulsa - Content Strategist Assignment
Amal Agung Cahyadi
 
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxMeta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
providenceadworks416
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
Omnama Fashions
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
gokceyesilbas
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
Jorge Calmett
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Search Engine Journal
 
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
dqvc9xf1
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
10h6bbc4
 
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Isa Lavs
 
Advertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi SundarAdvertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi Sundar
sakthisundar2001
 

Recently uploaded (20)

What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
 
Compitive analysis on Noise pvt Ltd.pptx
Compitive analysis on Noise pvt Ltd.pptxCompitive analysis on Noise pvt Ltd.pptx
Compitive analysis on Noise pvt Ltd.pptx
 
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
 
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
 
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
 
Digital Marketing Company in India - DIGI Brooks
Digital Marketing Company in India -  DIGI BrooksDigital Marketing Company in India -  DIGI Brooks
Digital Marketing Company in India - DIGI Brooks
 
Viapulsa - Content Strategist Assignment
Viapulsa - Content Strategist AssignmentViapulsa - Content Strategist Assignment
Viapulsa - Content Strategist Assignment
 
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxMeta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
 
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
 
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
 
Advertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi SundarAdvertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi Sundar
 

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