5 Key Principles to live by in the future

1. Multi-Channel marketing world

The medium doesn’t matter…

• Mail•Google search

•Word of mouth• Magazine•Newsletter

• TV• Web site

• Email•Phone conversations with a call center

•forums•Mobile phone messaging

•Tweeting(As long as it’s the medium the recipient prefers)

The Customer controls the

multi-touch points ; moving from ‘King’ to

‘Dictator’

Multi-Channel Marketing:“It is less about how you reach your customers and more about how to make it easy for them to reach you.”

2. Creative ExcellenceISthe road to success.

The Key to brand saliency (and response)

is achieved through

creative relevance

Great Creative = Unexpected Relevance.Great brand are seen even if we don’t watch them.

To make a difference in our particular discipline, express ‘your’ story to the fullest relevant expression

In other words moving from ‘advertising communications’ to….

“The Art of Commercial Story Telling”(Paul Twivvy)

This leads us to a more updated definition of what we do....

•From ‘Unique Selling Proposition’

This leads us to a more updated definition of what we do....

•From ‘Unique Selling Proposition’

•To ‘Unique Brand Behaviour’

• The process of advertising shifts from focusing on a message to a focus on contents.

• The deliverables of agencies will hence shift from a graphic, blockbuster advertising-based model to a new model.

• When content is king, it is the content that will be first to fall into place - a story, a film, a show, a game, an event, an interactive web experience.

3. Creativecontentplatforms

We must think in terms of Creative Content that adds value and not just ‘advertising communications’

You cannot expect to create a Significant ‘Tangible Brand Experience’ ONLY with Commercial Communications.

Our Customers are more sophisticated now and need MORE from Brands to make them unique in their daily experience.

THE OBJECTIVE OF CREATIVE CONTENT IS TO OWN A DYNAMIC ‘INFORMATION SPACE’ THAT IS RELEVANT TO THE BRAND AND ENGAGES THE CONSUMER – IN ESSENCE TO BUILD A COMMUNICATION PLATFORM THAT ENRICHES DIALOGUE OPPORTUNITIES.

However, for Creative Content to be effective it MUST be Unique and Relevant.

You’ve got to stay unique in the mind and heart of your clients.

4. Turning Knowledgeand mindsetsinto Value

Facebook, Google, do it for you.

But there is more at stake: engagement

5. New relationship

• L’agence de demain devra changer comme changent les entreprises

‘SoMe’ is game-changing

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• FAST

• CONVENIENT

• FLEXIBLE

• « EGOSYSTEM » (recognition)

• « BE IN THE LOOP » (inclusion)

• « PEER COMPARISON » (place)

• « FUN » (enjoyment)

Power of DIGITAL

Power of SOCIAL

DLL Confidential, Marketing, June 2010 26

A few changes are happening in the enterprise world

Limited, slow flow of information

From To

Fast & fluid flow of information

Command & control Empowerment

Power of hierarchyPower of expertise,

leadership

Financially-centric incentives mechanisms

Flexible, broader reward programs

Strict boundaries Blurred boundaries

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How do you manage the ‘Digital natives’ ?

• Pragmatic & autonomous

• Flexible minds but expect continuous learning

• Take a reverse framing on privacy/information safeguard (not ‘I should keep it because it’s private’ but ‘What can go wrong if I share ?’)

• Digital does not exist (no dichotomy)

• Lack of transparency creates doubts (ie. Something to hide?)

• Immediate win-win –> limited will to ‘invest’ in career

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What should the future leader look like

• Broader toolkit: seamless use of his/her skills, his/her network’s skills, expanding his/her network

• At ease with transparency & fluidity

• Non-hierarchical but inspirational

• Not scared of admitting mistakes/being wrong

• Willing to play on broader social psychodynamics (games,recognition,…)

• Agile

• ….

L’agence de demain: plus de campagne

Conseils pour demain

• Comprendre• Focaliser• Inventer, • Tester• Améliorer