“People are more informed, more connected and more powerful than ever before. When brands are ready to launch a new product, their biggest challenge is often finding a creative agency with entrepreneurial drive and the agility to readily create unique ways of driving growth (growth hacking). I created BAAN to solve this problem.” We're champions for a new wave of creative agency - where 'integrated' means scientific growth hacking, agile advertising, and organisational digital transformation.

1. © 2017 BRAND AND AGENCY NETWORK FZE • ALL RIGHTS RESERVED • HELEN@BAAN.AE
Get ahead!
GROWTH • ADVERTISING • DIGITAL TRANSFORMATION

2. © 2017 BRAND AND AGENCY NETWORK FZE • ALL RIGHTS RESERVED • HELEN@BAAN.AE
“People are more informed, more connected and
more powerful than ever before. When brands are
ready to launch a new product, their biggest
challenge is often finding a creative agency with
entrepreneurial drive and the agility to readily create
unique ways of driving growth (growth hacking).
I created BAAN to solve this problem.”
HELEN RANKIN, FOUNDER
A new approach, for a new era

3. © 2017 BRAND AND AGENCY NETWORK FZE • ALL RIGHTS RESERVED • HELEN@BAAN.AE
We're champions for a new wave of creative
agency - where 'integrated' means scientific
growth hacking, agile advertising, and
organisational digital transformation.
This is our definition of 'Agency 3.0' and we will
continue to drive change in our industry.
Drive growth and get ahead
GROWTH HACKING
Accelerated growth
& rapid adoption
AGILE ADVERTISING
Effective creative
at scale and on the fly
DIGITAL TRANSFORMATION
Creating digital leaders at
all levels of the organisation

4. © 2017 BRAND AND AGENCY NETWORK FZE • ALL RIGHTS RESERVED • HELEN@BAAN.AE
Our approach is collaborative and jargon-free, and
we want to be known as people who do good work
and are enjoyable to work with. Our mission is to
'inspire change by being uncompromisingly
creative and uncompromisingly human'.
At our core is a simple philosophy:
#bekind #staycurious #playmore.
Through our social change initiative, we inspire
young girls and women to challenge the status
quo and celebrate their efforts with each other.
Uncompromisingly human

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We work with agencies and brands of all sizes
to solve known business issues and drive
effective, scalable and sustainable growth
in a rapidly-changing environment.
• Creativity workshops
• Hogan personality assessments & coaching
• Digital auditing
• Strategic planning & consultancy
• Pitch consultancy
• Debate moderation and public speaking
• Design
Uncompromisingly creative

6. © 2017 BRAND AND AGENCY NETWORK FZE • ALL RIGHTS RESERVED • HELEN@BAAN.AE
What we do differently
BEHAVIOURAL DESIGN
3 elements must converge for a behaviour
to occur. When a behaviour does not occur,
at least one of these elements is missing.
Behaviour = Motivation + Ability + Tigger
Change occurs when you put ‘triggers’ in the path
of motivated people. We start by asking:
• What do you want people to do?
• How likely is it that they will do it?
• How easy is it for them to do?
SOURCE: Behaviour Model owned by BJ Fogg, Stanford University. The Stanford Persuasive Technology Lab performs research into computers as persuasive technologies (CAPTOLOGY). It is part of H-STAR, the Human Sciences and Technologies Advanced Research Institute.
GREEN
BEHAVIOUR
-------------------------
Do NEW behaviour,
one that is unfamiliar
BLUE
BEHAVIOUR
-------------------------
Do FAMILIAR
behaviour
PURPLE
BEHAVIOUR
-------------------------
INCREASE behaviour
intensity or duration
GREY
BEHAVIOUR
-------------------------
DECREASE behaviour
intensity or duration
BLACK
BEHAVIOUR
-------------------------
STOP doing
a behaviour
DOT
BEHAVIOUR
-------------------------
Done ONE-TIME
GreenDot
-------------------------
Do NEW behaviour,
ONE-TIME
BlueDot
-------------------------
Do FAMILIAR
behaviour,
ONE-TIME
PurpleDot
-------------------------
INCREASE behaviour,
ONE-TIME
GreyDot
-------------------------
DECREASE behaviour,
ONE-TIME
BlackDot
-------------------------
STOP behaviour,
ONE-TIME
SPAN
BEHAVIOUR
-------------------------
Has a DURATION
i.e. 40 days
GreenSpan
-------------------------
Do NEW behaviour, for
a PERIOD OF TIME
BlueSpan
-------------------------
Do FAMILIAR
behaviour, for a
PERIOD OF TIME
PurpleSpan
-------------------------
INCREASE behaviour,
for a PERIOD OF TIME
GreySpan
-------------------------
DECREASE behaviour,
for a PERIOD OF TIME
BlackSpan
-------------------------
STOP behaviour, for a
PERIOD OF TIME
PATH
BEHAVIOUR
-------------------------
Is done FROM NOW
ON
a lasting change
GreenPath
-------------------------
Do NEW behaviour,
FROM NOW ON
BluePath
-------------------------
Do FAMILIAR
behaviour,
FROM NOW ON
PurplePath
-------------------------
INCREASE behaviour,
FROM NOW ON
GreyPath
-------------------------
DECREASE behaviour,
FROM NOW ON
BlackPath
-------------------------
STOP behaviour,
FROM NOW ON
NEW/INCREASE DECREASE/STOP
Big change starts with tiny habits.
Triggers can lead to a chain of behaviours. Starting with the simplest effective behaviour
can lead to rapid adoption and sustainable habitual change. Long-term change is created
by ‘paths’ to behaviour change (example shown).

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LEAN MARKETING FUNNEL
We put triggers in the path of motivated people
with the ability to take immediate action. This
allows ‘acquisition’ to happen from the first step,
not the last.
Our job goes beyond simply raising awareness.
Our role is to drive users through each state,
using conversion rates between each state
as our measurement of success.
What we do differently
Lean Marketing Funnel
Acquisition
Activation
Retention
Revenue
AIDA Marketing Funnel
Awareness
Interest
Desire
Action
Traditional Marketing Funnel
Awareness
Interest
Consideration
Intent
Evaluation
Purchase
Lean Marketing Funnel
‘Acquisition’ from the first step
 Acquisition (1 step)
 Acquisition (6 steps)
 Acquisition (3 steps)
 Acquisition (1 step)

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AGILE CREATIVE PROCESS
In today’s rapidly changing and uncertain market,
speed and the confidence to act swiftly are critical
to success.
Adopting an agile approach to our creative
process allows us to deliver campaigns more
quickly to market and, with A/B testing,
fine-tune the campaign to ensure maximum
returns for the brand goals.
What we do differently
?
Standard Agency Process
Long lead time. Single iteration.
Dormant KPIs.
?
BAAN Process (Agile: Scrum)
Short lead time. Multiple iterations.
A/B testing of live campaign.
Actionable KPIs.
? ? ?

Design Live Deliver A/B Test ?

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DIGITAL TRANSFORMATION
& STRATEGIC SELF-AWARENESS
When the pressure's on, the line between strength
and weakness isn't always clear — drive becomes
ruthless ambition, attention to detail becomes
micromanaging. The dark side of personality derails
careers and companies, but it doesn't have to.
Using Hogan Assessments as a foundation, we
break down silos and create digital leaders
throughout the organisation because strong
organisations are led by people, not technology.
What we do differently
SOURCE: Hogan Assessments: The Science of Personality hoganassessments.com
The Hogan Development Survey (HDS) is the only personality assessment
that identifies the dark side. The HDS subscales offer a deeper level of interpretation
that gives you the strategic self-awareness you need to keep from going off the rails.

10. © 2017 BRAND AND AGENCY NETWORK FZE • ALL RIGHTS RESERVED • HELEN@BAAN.AE
Thank you.
WHEN YOU’RE READY TO GET AHEAD, GET IN TOUCH!
HELEN RANKIN • 056 2845 008 • HELEN@BAAN.AE