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The Creative Business Idea




Stop thinking that advertising
is about ads. It isnʼt.
Itʼs about brilliantly integrated
cr...
The Creative Business Idea




What exactly is a
Creative Business Idea or CBI?
From the outset we wanted to
distinguish C...
The Creative Business Idea




A Creative Business Idea…
Is Transformational
Changes Business Strategy
Drives Profitable Gr...
The Creative Business Idea




Since 2000, CBIʼs have become
the mantra, mission, and mark of
distinction of Euro RSCG.
The CBI Process
The cases in The Creative Ideas Book
are arranged according to five areas of focus:
Unleashing Human Viruses
Unleashing Human Viruses
Reinvigorating Businesses and Brands
Unleashing Human Viruses
Reinvigorating Businesses and Brands
Thinking Bigger Than the Business
Unleashing Human Viruses
Reinvigorating Businesses and Brands
Thinking Bigger Than the Business
Targeting the New Consumer
Unleashing Human Viruses
Reinvigorating Businesses and Brands
Thinking Bigger Than the Business
Targeting the New Consumer...
The Creative Business Idea




Each case is centered on one
single component:
a core idea so powerful it creates a
better ...
Lessons Learned from:
TEN YEARS OF BREAKTHROUGH THINKING
1   Find Your Prosumers
Find Your Prosumers
Prosumers Are Vital to the Development
     of Creative Business Ideas


By understanding what matters to
members of this ...
Tracking the Prosumer
Russian Prosumers: Luxury
Russian Prosumers




ʻControlled rebellionʼ &
pseudo-alternative
movements of the
younger generations
Russian Prosumers




Middle Class turns daily tasks into experiences
Find Your Prosumers


           All consumers are not created equal.
           By developing a way to identify and segme...
2   Get the Buzz Going
Get Consumers on Board
Give Them Something to Talk About
“
The fact that anyone, anywhere, can
create the next Internet sensation that
goes viral through social channels,
creates ...
the buzz about desire
Get the Buzz Going



          The power of viral marketing lies not in
          building buzz but in making consumers
 ...
3   Cast Your Net Far & Wide
Creative Collaboration is Vital in
        the Intangibles Economy




“   In another era, a nation’s most
    valuable as...
Build Collaborative Partnerships
Who says strong canʼt be beautiful
Cast Your Net Far and Wide


              Todayʼs demand for constant innovation
              requires a mix of collabor...
4   Make It Meaningful
The Search for Substance
Dulux: “Letʼs Color”
Letʼs Colour
“
The new consumers are ready to play the “brand
game” to the full, which means that simple,
unidirectional, repetitive co...
Make It Meaningful


          It is our job as marketers to help clients
          understand the triggers that will be m...
5   Keep Moving
Electric Typewriter, Meet the Mac
“
A new brand is all promise and vision. Then a
market develops and the brand builds trust by
delivering on its promises. ...
Brand Momentum
Goodbye, Nursing Homes; Hello, Nightclubs
Are you gellinʼ ?
Are you gellinʼ ?
Keep Moving


          To retain and gain market share in any
          category requires constant innovation and
       ...
6   Donʼt Let Your Brand
    Be Boxed In
Going, Going…
Think Bigger
Think Bigger
Generally speaking, the
broader the brand territory,
the more room there is
for a brand to grow.
Evian: “Live Young”
                      EVIANʼS “WE
                      WILL ROCK
                      YOU” SINGLE
  ...
Waterboy
Donʼt Let Your Brand Be Boxed In



            Rather than cling to old business
            models, constantly reassess ...
7
Where thereʼs a will, thereʼs a way
The Golden Age of Advertising?
“
The technological revolution has fragmented
audiences and made it extremely difficult for
brands to reach their targets. ...
Mortein: “Modern-Day Ramayana”
Utilize Your Inner ʻLast Heroʼ
          … or where thereʼs a will, thereʼs a way



                 Never be limited by ...
8   Donʼt Be Afraid to
    Cede Control
Collaboration Over Control
TckTckTck: Campaign for Climate Justice
Tck Tck Tck
“
To make a difference there had
to be one message, and
everyone had to own it.




                                      ...
Donʼt Be Afraid to Cede Control



               The rock-solid divisions that used to exist within
               the co...
9   Be Social
Everyone Connected
Share This
Be Social


          For marketers, itʼs no longer a question of
          whether to use social media, but how and to
  ...
10
 Get There First
Essa. How we got there first




The first pre-party beer built on the
  anticipation emotional territory
Beer for anticipation
Get There First


          A passion for innovation and how we build
          and drive it into organizations has served...
www.creativebusinessidea.com




Lesson
Learned




              facebook.com/eurorscgmoscow
cheers
Creative Business Ideas: 10 Years of Euro RSCG Breakthrough Thinking
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Creative Business Ideas: 10 Years of Euro RSCG Breakthrough Thinking

  1. 1. The Creative Business Idea Stop thinking that advertising is about ads. It isnʼt. Itʼs about brilliantly integrated creative ideas. In 2000 Euro introduced the ʻCBIʼ to Cannes.
  2. 2. The Creative Business Idea What exactly is a Creative Business Idea or CBI? From the outset we wanted to distinguish CBIʼs from plain old good ideas.
  3. 3. The Creative Business Idea A Creative Business Idea… Is Transformational Changes Business Strategy Drives Profitable Growth
  4. 4. The Creative Business Idea Since 2000, CBIʼs have become the mantra, mission, and mark of distinction of Euro RSCG.
  5. 5. The CBI Process
  6. 6. The cases in The Creative Ideas Book are arranged according to five areas of focus:
  7. 7. Unleashing Human Viruses
  8. 8. Unleashing Human Viruses Reinvigorating Businesses and Brands
  9. 9. Unleashing Human Viruses Reinvigorating Businesses and Brands Thinking Bigger Than the Business
  10. 10. Unleashing Human Viruses Reinvigorating Businesses and Brands Thinking Bigger Than the Business Targeting the New Consumer
  11. 11. Unleashing Human Viruses Reinvigorating Businesses and Brands Thinking Bigger Than the Business Targeting the New Consumer Compelling Change
  12. 12. The Creative Business Idea Each case is centered on one single component: a core idea so powerful it creates a better future for the business or the brand.
  13. 13. Lessons Learned from: TEN YEARS OF BREAKTHROUGH THINKING
  14. 14. 1 Find Your Prosumers
  15. 15. Find Your Prosumers
  16. 16. Prosumers Are Vital to the Development of Creative Business Ideas By understanding what matters to members of this group, the trends theyʼre driving, and their changing attitudes and behaviors, we are able to forecast how mainstream consumers will change in coming months and years.
  17. 17. Tracking the Prosumer
  18. 18. Russian Prosumers: Luxury
  19. 19. Russian Prosumers ʻControlled rebellionʼ & pseudo-alternative movements of the younger generations
  20. 20. Russian Prosumers Middle Class turns daily tasks into experiences
  21. 21. Find Your Prosumers All consumers are not created equal. By developing a way to identify and segment a categoryʼs or brandʼs most influential Lesson customers, strategists can make highly Learned informed decisions based not on where markets are now but on where theyʼre headed. For our agency network and our clients, Prosumers are a window to the future.
  22. 22. 2 Get the Buzz Going
  23. 23. Get Consumers on Board
  24. 24. Give Them Something to Talk About
  25. 25. “ The fact that anyone, anywhere, can create the next Internet sensation that goes viral through social channels, creates an environment where brands have to push further and more deliberately into world culture. — Rahul Sabnis, Executive Creative Director, Euro RSCG New York
  26. 26. the buzz about desire
  27. 27. Get the Buzz Going The power of viral marketing lies not in building buzz but in making consumers feel more deeply connected to the brand. Lesson The best campaigns offer a sense of Learned ownership that ties consumers in emotionally and makes them feel they have a genuine stake in the brandʼs success.
  28. 28. 3 Cast Your Net Far & Wide
  29. 29. Creative Collaboration is Vital in the Intangibles Economy “ In another era, a nation’s most valuable assets were its natural resources—coal, say, or amber waves of grain. But in the information economy of the 21st century, the most priceless resource is often an idea, along with the right to profit from it. —International Herald Tribune
  30. 30. Build Collaborative Partnerships
  31. 31. Who says strong canʼt be beautiful
  32. 32. Cast Your Net Far and Wide Todayʼs demand for constant innovation requires a mix of collaborative contributors who can shake things up and deliver Lesson together more than any one of them is Learned capable of delivering alone. That makes it vital to cast a wider net and bring in more thinkers, partners, and outside influences. That applies to companies and agencies. And it applies to brands.
  33. 33. 4 Make It Meaningful
  34. 34. The Search for Substance
  35. 35. Dulux: “Letʼs Color”
  36. 36. Letʼs Colour
  37. 37. “ The new consumers are ready to play the “brand game” to the full, which means that simple, unidirectional, repetitive communication is over for them. Precisely because they are closer to brands and understand them and their role, they want brands to do their job: keep in touch, keep alive, keep being meaningful, keep making a difference, keep the entertainment up, be a good citizen. —Juan Rocamora, Chairman, Euro RSCG Asia Pacific
  38. 38. Make It Meaningful It is our job as marketers to help clients understand the triggers that will be most successful in attracting customers and building Lesson brand loyalty. In this new era, these triggers are Learned connected not to the outdated archetypes of hyperconsumption but to the traditional values people have begun to crave, including community, simplicity, sustainability, and rootedness.
  39. 39. 5 Keep Moving
  40. 40. Electric Typewriter, Meet the Mac
  41. 41. “ A new brand is all promise and vision. Then a market develops and the brand builds trust by delivering on its promises. But the natural cycle of brands means that, left alone, it cannot maintain momentum. In the absence of innovation and dynamism, it ceases to meet the needs of its customers. Brands require tending; a static brand is a dying brand. —Naomi Troni, Global CMO, Euro RSCG Worldwide
  42. 42. Brand Momentum
  43. 43. Goodbye, Nursing Homes; Hello, Nightclubs
  44. 44. Are you gellinʼ ?
  45. 45. Are you gellinʼ ?
  46. 46. Keep Moving To retain and gain market share in any category requires constant innovation and repositioning (sometimes subtle, sometimes Lesson major), building on peopleʼs trust while also Learned relentlessly pushing the brand forward in new and fresh ways. In this new environment, “business as usual” leads only one place: a dead end.
  47. 47. 6 Donʼt Let Your Brand Be Boxed In
  48. 48. Going, Going…
  49. 49. Think Bigger
  50. 50. Think Bigger
  51. 51. Generally speaking, the broader the brand territory, the more room there is for a brand to grow.
  52. 52. Evian: “Live Young” EVIANʼS “WE WILL ROCK YOU” SINGLE SOLD 600,000 COPIES WORLDWIDE
  53. 53. Waterboy
  54. 54. Donʼt Let Your Brand Be Boxed In Rather than cling to old business models, constantly reassess what category youʼre in, whom your target Lesson customers can and should be, and how Learned you should be conducting business. This will keep you a step ahead, always moving forward rather than scrambling to follow the lead of upstart competitors.
  55. 55. 7 Where thereʼs a will, thereʼs a way
  56. 56. The Golden Age of Advertising?
  57. 57. “ The technological revolution has fragmented audiences and made it extremely difficult for brands to reach their targets. This has forced brands to interact, to engage further with their audiences, to deliver experience, to focus on building loyalty with their current customers—in other words, to produce a more valuable and involving content beyond what their products and messages were traditionally delivering. —Christian de La Villehuchet, CEO, Euro RSCG Europe
  58. 58. Mortein: “Modern-Day Ramayana”
  59. 59. Utilize Your Inner ʻLast Heroʼ … or where thereʼs a will, thereʼs a way Never be limited by the tools at hand and what others already have done. In emerging markets especially, reaching a target through existing Lesson channels may not be possible. If a communications channel doesnʼt exist, invent it. Learned If the brand clutter seems impenetrable, find a way to get consumers to come to you. This is the golden age of advertising for those with the creativity and drive to make it so.
  60. 60. 8 Donʼt Be Afraid to Cede Control
  61. 61. Collaboration Over Control
  62. 62. TckTckTck: Campaign for Climate Justice
  63. 63. Tck Tck Tck
  64. 64. “ To make a difference there had to be one message, and everyone had to own it. ” —David Jones, Global CEO, Havas and Euro RSCG Worldwide
  65. 65. Donʼt Be Afraid to Cede Control The rock-solid divisions that used to exist within the corporate world are crumbling. Businesses are learning that collaboration and sharing can Lesson earn benefits unattainable under a traditional structure. Learned More and more weʼll see that the strength of a creative idea lies not in how well it can be controlled but in how widely and rapidly it can be shared.
  66. 66. 9 Be Social
  67. 67. Everyone Connected
  68. 68. Share This
  69. 69. Be Social For marketers, itʼs no longer a question of whether to use social media, but how and to what extent. Being part of the social conversation is essential in every Lesson consumer-facing category. No one can say Learned with certainty how social media will evolve over the next 10 or 20 years, but we know for sure that it will be critical to the propulsion and trajectory of our most brilliant ideas.
  70. 70. 10 Get There First
  71. 71. Essa. How we got there first The first pre-party beer built on the anticipation emotional territory
  72. 72. Beer for anticipation
  73. 73. Get There First A passion for innovation and how we build and drive it into organizations has served us and our clients well. Some of the most profitable Creative Business Lesson Ideas involve an element of the Learned unknown—a leap of faith and the courage to do something that has never been tried before. Itʼs how we make good on our promise to get clients to the Future First.
  74. 74. www.creativebusinessidea.com Lesson Learned facebook.com/eurorscgmoscow
  75. 75. cheers
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