Hyper Island makers project

1. MEANINGFULBUSINESSCREATIVITY

2. What we see
happening in
the world
Societal
relevance and
impact are a
condition for
success
Trust is a
global issue
Public and
political
pressure on
tech and dat
companies
April2018|Makersproject|HyperIsland|Jannes&Lisa

3. BE
DO
SAY
Havas Lemz asked us to kickoff
Meaningful Business Creativity, a project to
foster change within the organization.
Sounds interesting, but what does it mean?
At Havas Lemz we introduce Meaningful Business
Creativity to clients as follows: “We believe in
Meaningful Business Creativity. We create ideas
that change brands, businesses and the world.
From the inside, with a strong purpose and
societal value. With relevant propositions,
campaigns and activations that generate
growth”.
Central to purpose advertising is the Be-Do-Say
principle. Be true to the company’s DNA and
purpose. Do deeds that reflect that purpose and
then say it in your communications. The
principle is used as a framework to guide you
through our makers project 2017/18 for Havas
Lemz.

4. BEFrom advertising to
Meaningful Business
Creativity
The advertising landscape is changing
significantly. Tech companies are disrupting the
market and consultancies integrate digital agencies
into their business. This means that the piece of
the pie for advertising agencies becomes smaller
and smaller. Therefore, it’s necessary for agencies
like Havas Lemz to change to stay relevant. That’s
what this book is about, the shift from an
advertising agency to Meaningful Business
Creativity. A business that provides
creative outputs that improve the world through
the core business of commercial enterprises.

5. Meaningful Business Creativity is defined along
five dimensions. We were mainly involved in the
development of the Meaningful Business part of
of Meaningful Business Creativity, explained in
dimensions 3, 4 and 5.
MeaningfulBusinessCreativity
1 | Creative outputs that improve the
world. Through the core business of
commercial enterprises.
Bringing new energy, focus, purpose
and success for corporations.
4 | Enabling managers to add value on
a high and complex boardroom level.
Personalities with experience of life
and social skills.
Ideas that change the world
2 | Creative culture fostered and
consisting of freethinkers. An
emphasis on empathy, creating,
prototyping, playfulness, imagination,
inspiration and co-creation.
5 | Knowledge and insights with
respect to human behaviour.
Markets, brands, creativity,
campaigning, data and psychology.
A focus on making connections and
creating meaning.
3 | A methodology consisting of
distinct and useful processes, tools
and business models.

6. DO‘One level up’
‘One level up’ is the change program initiated to
shift from being an advertising agency to
Meaningful Business Creativity. Impactful
descisions are mainly made on boardroom level,
therefore Havas Lemz wants to go ‘one level up’
in order to help clients grow by changing the
world for good.

7. PURPOSE PURPOSE PURPOSE PUR
POSE PURPOSE PURPOSE PURPOS
PURPOSE PURPOSE PURPOSE PUR
POSE PURPOSE PURPOSE PURPOS
PURPOSE PURPOSE PURPOSE PUR
POSE PURPOSE PURPOSE PURPOS
PURPOSE PURPOSE PURPOSE PUR
POSE PURPOSE PURPOSE PURPOS
PURPOSE PURPOSE PURPOSE PUR
POSE PURPOSE PURPOSE PURPOS
PURPOSE PURPOSE PURPOSE PUR
POSE PURPOSE PURPOSE PURPOS
The project started with defining what purpose
was in relation to business. Research shows that
there’s a demand for purposeful businesses in
society. Moreover, it’s a good business strategy
as well, since companies that focus on their
purpose and do good outperform competitors.
The strategy has to be aligned with the
company’s values and has to be implemented at
the core of the business. Next to this it needs to
be driven by the top of the organization with one
or a couple of change agents (usually the CEO).
After the purpose has been determined it needs
to be infused into the rest of the
organization (BE). In this phase it’s vital that all
employees feel they are part of the
transformation and preferably are involved in the
transformation as well. Next, the company needs
to make sure that all processes and outputs are
measured on the new purpose (DO). The last
stage is where the company shows the world
who they are and why (SAY). Off course it doesn’t
stop here, the company keeps an eye on their
processes, continuously making incremental
changes to stay on their purpose track.
Purposeresearch
PURPOSE PURPOSE PURPOSE PUR
POSE PURPOSE PURPOSE PURPOS
PURPOSE PURPOSE PURPOSE PUR
POSE PURPOSE PURPOSE PURPOS
PURPOSE PURPOSE PURPOSE PUR
After we conducted our purpose research we
discussed the next steps with the CEO Willem.
We decided to plan monthly workshops with the
zone managers to address challenges related
‘one level up’.
All three sessions overlap with both BE and DO,
by involving the employees into the new purpose
and by reimagining processes together.
Session 1 | Meaningful business
Session 2 | Meaningful conversations
Session 3 | Presentation & facilitation
Besides the monthly sessions, the tools from
both Havas Media and Havas Lemz were
integrated into the ‘MAP process’, a toolbox
that consists of several phases: ignite, explore,
design, create, activate and accelerate.
‘One level up’ | Monthly sessions

8. The first meeting was designed to explain the
‘one level up’ program and to receive feedback
from the managers. We started off by presenting
the findings of our purpose research, during
which the managers could ask questions or give
feedback on the topic. In the second part of
the workshop we set up a co-creation session in
which we used the tool ‘Idea speed dating’ on
the basis of ‘how might we’ questions, in order
to engage the managers in the topic. Three
questions were written down on large sheets of
paper:
1 | How might we expand our knowledge to be
able to have a conversation on boardroom level?
2 | How might we adjust our practices and
processes to shift towards meaningful business
creativity?
3 | How might we go ‘one level up’ with our
team?
The managers had to swap places so everyone
could build on the ideas of others. The outcome
of the session was used as input for the following
workshops.
Session1|MeaningfulBusiness
The second session covered the
question how to have a meaningful
conversation on boardroom level.
This starts by asking good questions.
A good question goes deep, inspires
creativity and spurs people into
action.
Examples of good questions are:
What’s keeping you up at night?
What bothers you most in society?
Try to reimagine your business or even
the world, what would it be like?
We came up with several meaningful
questions for the Havas Lemz toolbox.
They’re meant to open up the
conversation on the challenge of an
organization or more specifically the
challenges of a board member.
Session 2 | Meaningful conversations
To put the above theory into practice,
we developed a tool named ‘intern
for a day’, which was given to the
managers as an assignment.
Description | The assignment is to
be an intern at one of your client’s
firms for a day. The aim is to build
meaningful connections through the
conversations techniques from the
theory.
Tool | intern for a day
The second part of the session was
about enhancing the quality of a
boardroom conversation. Research
shows that first of all a dialogue
should be established, this is a
process in which the participant is
simultaneously leader and follower.
Secondly, we should let go of our
belief that we already know the
answer. Suspending certainty means
choosing curiosity over premature
conclusions. Thirdly, it should be kept
in mind that the more thoughts and
feelings are displayed in a boardroom
conversation, the more potential
conflicts can be surfaced and
resolved.

9. Session3|Presentation&facilitation
The third session addresses the
barriers that arise from pitches and
‘Chemistry sessions’, the first time
meetings with a potential new client.
These meetings are essential to any
agency, but tend to be a source of
conflict. Presentation and facilitation
skills are of great value in these
sessions. Moreover, the degree of
assertiveness and cooperativeness
of the members in the room plays
a significant role. To get a better
understanding of
individual ‘conflict styles’, to
emphasize the importance of an
authentic presentation and to learn
from shared experiences we
organized a session in the CEO’s barn.
Thomas-Killman model
We started the session with a ‘Stinky
fish’, to create a culture of openness.
Followed by ‘Three things that shaped
you’, wherein the managers presented
their personal stories based on three
drawings they made. The aim of this
exercise was to show the power of
sharing personal stories when
presenting. The last part of the
session was dedicated to the tool
‘conflict responses’, wherein the
managers shared ‘conflicts’ that
were handled well or handled poorly,
keeping in mind responses,
behaviours and actions that appeared
during a meeting or pitch. The
managers reflected on their own
‘conflict styles’ by plotting their
behaviour into the Thomas-Kilmann
Conflict Model.
Next to the monthly sessions, we’ve
created a toolbox, as mentioned
before. After a meeting with two of
the board members the need for a
toolbox was established. The toolbox
functions as a basis for workshops,
meetings and ideation sessions. It
is also a way to make ‘one level up’
more tangible by including tools
on meaningful conversations and
business. By combining existing tools
of Havas Lemz with Hyper tools we’ve
created a toolbox that reflects an
integrated process, from ignite to
activate (and accelerate).
Toolbox | ‘MAP process’
The objective of ignite is to
understand the situation and
challenge related to a client brief.
The next phase is to define the
opportunities and insights by doing
research. The third phase covers
the design of the strategic idea
and positioning of a brand. In the
create phase creative ideas are
conceptualized. The process ends
in the activate phase, where the
PR strategy is developed. The
accelerate phase can also be added
to the process, this is the ongoing
optimization cycle.

10. SAY
Communication
This is the part where a company shows the world
what their purpose is through a campaign or PR event.
The firm has to make sure all their communication
is aligned with the new purpose. In relation to
Meaningful Business Creativity, we assisted in crafting
the story on the Havas Lemz website.

11. MeaningfulBusinessCreativity|Websitetext
We think the future is for companies that use
their power to bring a positive change to the
world. Here’s why.
The world is changing rapidly. People want to
engage with a company or a brand that shares
the same values as they do. Companies that
have a positive impact on their lives, their
environment and the world. If you want to
be ready for the future, this is the time to
change.And that’s why we are here. We believe
meaning and money go perfectly hand-in-
hand. We help companies in finding ways to be
profitable and contribute to a better world at
the same time.
We develop new propositions for brands. We
create meaningful campaigns. And if you are
ready for a big step, we join you in the
boardroom and use our creativity for
purposeful business transformations. After
all, that’s where we can have a real impact
together.
Today is a great day to think about the future.
Today is a great day to change the world.
Today is a great day at Havas Lemz.
SAY
SAY
SAY
SAY
SAY
SAY
SAY
SAY
SAY
SAY
SAY
SAY
SAY
SAY
SAY
SAY
SAY
SAY
SAY
SAY
“Companies should leverage their core
competencies for the prosocial cause
instead of just writing cheques”
-United Nations Global Compact-
What Havas Lemz shows their clients | From meaningful to impactful
Mattias Stausberg

12. Next to the 24/7 helpline, Havas Lemz
partnered with a few well-known
Dutch entrepreneurs, all of whom have
faced business challenges in the past
and came back stronger. Havas Lemz
made a series of short documentaries
with Ron Blaauw, Jörgen Raymann
and Marlies Dekkers. In these films,
they openheartedly tell their personal
stories about setback and comeback.
Using PR and social media channels
only, Havas Lemz managed to make
headlines in all national media. The
well-known entrepreneurs acted as
spokespersons in all leading media,
thanks to a detailed and personal PR
approach.
Case KVK | Comeback line
How can KVK play a significant role in
supporting business owners?
Entrepreneurs prefer not to talk about
financial problems. As a result, they
seek help too late and their problems
become even bigger. To break this
cycle and let entrepreneurs know they
are not alone, Havas Lemz developed
the KVK Comeback line: a helpline
where entrepreneurs can seek advice
and support anonymously 24/7.
A good example of Meaningful Business
Creativity is the KVK case, one of Havas
Lemz’s clients. We mention this case
because their purpose was infused into
the entire organization. They shifted
from an old-fashioned registration
office for businesses into a service
provider with added value for all
entrepreneurs in the Netherlands.
Working at Havas Lemz has been an incredible
experience. We received a lot of trust and freedom
during our time, which gave us the opportunity to
perform at our best. The variety of cases like IKEA,
Diabetes Foundation, KVK and Rabobank showed us
all aspects of being a creative strategist in purpose
marketing. Working in each zone showed us the
different ways of working within the teams and of
each strategist. Our favorite project remained ‘One
level up’, in which we had the chance to shape
the project ourselves and to be fully repsonsible
for the execution in the form of a presentation or
interactive session. We’re obviously sad to leave,
but we’re looking back with a feeling of gratitude. A
special thanks to our brilliant and supportive mentor
Tim Claassen, to the most inspiring CEO Willem van
der Schoot and to all our other kind and talented
colleagues. A last special thanks to Lete Hulscher
from Hyper Island for showing us how to be profesh.
Thankyounote

13. Harvard business review
Your Presentation Needs a Punch Line, Annette Ferrara.
The New CEO Activists, Aaron K. Chatterji and Michael W. Toffel.
How the Best CEOs Differ from Average Ones, Dean Stamoulis
Board Communication: The Leading of Leaders in the Boardroom, Jeffrey Spahn.
The Ultimate Marketing Machine, De Swaan Arons, M. et al.
How an Accounting Firm Convinced its Employees They Could Change the World,
Bruce N. Pfau.
Leader Can Turn Creativity into a Competitive Advantage, Tim Brown.
Creating Shared Value, the Big Idea, Porter and Kramer.
Models & toolkits
Kotter’s 8-Step Change Model
Prosci Adkar Model
Thomas-Kilmann Model of Conflict Responses.
IDEO Toolkit
Hyper Island Toolbox
Other
Adweek: Global Consultancies Are Buying Up Agencies and Reshaping the Brand
Marketing World, David Gianatasio
Marketingweek: ‘Arrogance’ around brand purpose making consumers distrust ads,
Leonie Roderick
How Advertising Will Heal the World and Your Business, Woerde, M.
How to Ask Better Questions, Mike Vaughan, TEDxMileHigh.
Edelman trust barometer 2017.
Nielsen’s Global Corporate Sustainability Report.
Sterke merken, betere wereld: De maatschappelijke betekenis als nieuw
perspectief voor je merk, Bart Brüggenwirth.