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Lessons Learned from: TEN YEARS OF BREAKTHROUGH THINKING
Lesson
Learned
www.creativebusinessidea.com
This presentation is insipred by Euro RSCG Worldwide’s news book, THE CREATIVE BUSINESS IDEA BOOK: Ten Years of
Breakthrough Thinking.
Find Your ProsumersFind Your ProsumersFind Your Prosumers
Find Your Prosumers
Source: http://beniceartfriends.com/wp-content/uploads/2010/09/Wheres-Waldo1.jpg
Prosumers Are Vital to the Development of Creative Business Ideas
By understanding what matters to members of this group, the trends they’re driving, and their changing attitudes and behaviors, we are able to forecast how mainstream consumers will change in coming months and years.
PROSUMERS
ADOPTION
6–18 monthsInstigators
Prosumers
Mainstream
Laggards
10–20%
Prosumers Drive Trends Across Markets
Who are Prosumers?
• The 15-25% of men and women who make and break markets— in every category and geography
• Leading edge consumers who help us understand what’s next
• Predict what consumers will think, feel, say, or buy in the next 6-18 months
• Proprietary algorithm
% Consumers
15–25%6–18 monthsPROSUMERS
Source: Euro RSCG Worldwide Prosumer Studies, 2002–2009
Lesson
Learned
All consumers are not created equal. By
developing a way to identify and segment a
category’s or brand’s most influential
customers, strategists can make highly
informed decisions based not on where
markets are now but on where they’re headed.
For our agency network and our clients,
Prosumers are a window to the future.
Find Your Prosumers
Get the Buzz GoingGet the Buzz GoingGet 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 an environment where brands have to push further and more deliberately into the world culture.
— Rahul Sabnis, Executive Creative Director, Euro RSCG New York
Lesson
Learned
The power of viral marketing lies not in
building buzz but in making consumers feel
more deeply connected to the brand. The
best campaigns offer a sense of ownership
that ties consumers in emotionally and
makes them feel they have a genuine stake
in the brand’s success.
Get the Buzz Going
Cast Your Net Far & WideCast Your Net Far & WideCast Your Net Far & Wide
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
Open Windows and Doors
Build Collaborative Partnerships
Lesson
Learned
Today’s demand for constant innovation
requires a mix of collaborative contributors who
can shake things up and deliver together more
than any one of them is capable of delivering
alone. That makes it imperative to cast a wider
net to bring in more thinkers, partners, and
outside influences. That applies to companies
and agencies. And it applies to brands.
Cast Your Net Far and Wide
Make It MeaningfulMake It MeaningfulMake It Meaningful
The Search for Substance
Dulux: “Let’s Color”
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…This makes it really interesting, does it not?
—Juan Rocamora, Chairman, Euro RSCG Asia Pacific
Lesson
Learned
It is our job as marketers to help clients
understand the triggers that will be most
successful in attracting customers and building
brand loyalty. In this new era, these triggers are
connected not to the outdated archetypes of
hyperconsumption but to the traditional values
people have begun to crave, including community,
simplicity, sustainability, and rootedness.
Make It Meaningful
Keep MovingKeep MovingKeep Moving
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
Goodbye, Nursing Homes; Hello, Nightclubs
Lesson
Learned
To retain and gain market share in any
category requires constant innovation and
repositioning (sometimes subtle, sometimes
major), building on people’s trust while also
relentlessly pushing the brand forward in
new and fresh ways. In this new
environment, “business as usual” leads only
one place: a dead end.
Keep Moving
DonDonDon’’’t Let Your Brand t Let Your Brand t Let Your Brand Be Boxed InBe Boxed InBe Boxed In
Going, Going…
Think Bigger
Generally speaking, the broader the brand values, the more room there is for a brand to grow.
Evian: “Live Young”
EVIAN’S “WE WILL ROCK
YOU” SINGLE SOLD 600,000
COPIES WORLDWIDE
Lesson
Learned
Rather than cling to old business models, constantly reassess what category and industry you’re in, whom your target customers can and should be, and how 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.
Don’t Let Your Brand Be Boxed In
Utilize Your Inner MacGyverUtilize Your Inner MacGyverUtilize Your Inner MacGyver ……… or where thereor where thereor where there’’’s a will, theres a will, theres a will, there’’’s a ways a ways a way
The technological revolution has fragmented the audience 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
Mortein: “Modern-Day Ramayana”
Lesson
Learned
Never be limited by the tools at hand and what others already have done. In emerging markets especially, reaching a target through existing channels may not be possible. If a communications channel doesn’t exist, invent it. 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.
Utilize Your Inner MacGyver … or where there’s a will, there’s a way
DonDonDon’’’t Be Afraid to t Be Afraid to t Be Afraid to Cede ControlCede ControlCede Control
Collaboration Over Control
Image credit: http://www.crowdsourcing.org/
TckTckTck: Campaign for Climate Justice
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
Lesson
Learned
The impenetrable divisions that used to be rife within the corporate world are crumbling. Businesses are learning that collaboration and sharing can accrue benefits unattainable under a traditional structure. More and more we’ll 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. Even the very best ideas can’t get terribly far with clipped wings.
Don’t Be Afraid to Cede Control
Be SocialBe SocialBe Social
Share This
Up until recently, traditional media were the main vehicle with which to attract potential customers. It was mainly one-way communication. Now the wired consumer is keen to engage with the brand and other consumers, through social media, before he decides to espouse a brand or a product. He wants the brand to be a statement about his personality, his beliefs, and the social group with which he affiliates himself.
—Pierre Soued, Managing Director, Euro RSCG Middle East
Lesson
Learned
For marketers, it’s 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 consumer- facing category. No one can say 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.
Be Social
Get There FirstGet There FirstGet There First
In the Beginning…
Digital changed everything—for our industry and for our agency. With our ‘Digital at the Core’ Creative Business Idea, we took the bold step of integrating the world’s largest digital network, Euro RSCG 4D, into Euro RSCG, our main advertising and communications entity. This integration was not just in words, but philosophically, creatively, structurally, and financially. Our digital arm has been suffused throughout our company’s body. And that is driving our clients’ businesses and ours. ‘Digital at the Core’ will be our future…at least until we recognize that digital has changed everything again.
—George Gallate, Global Chairman, Euro RSCG 4D
Lesson
Learned
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 Ideas involve an element of the unknown—a leap of faith and the courage to do something that has never been tried before. It’s how we make good on our promise to get clients to the Future First.
Get There First
Lesson
Learned
www.creativebusinessidea.com
