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.

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.

The Creative Business Idea

A Creative Business Idea…Is TransformationalChanges Business StrategyDrives Profitable Growth

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 Compelling Change

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.

Lessons Learned from:

TEN YEARS OF BREAKTHROUGH THINKING

Find Your Prosumers 1

Find Your Prosumers

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.

Tracking the Prosumer

Russian Prosumers: Luxury

ʻControlled rebellionʼ & pseudo-alternative movements of the younger generations

Russian Prosumers

Middle Class turns daily tasks into experiences

Russian Prosumers

Lesson

Learned

All consumers are not created equal. By developing a way to identify and segment a categoryʼs or brandʼs most influential customers, strategists can make highly 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.

Find Your Prosumers

Get the Buzz Going2

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 world culture.

“— Rahul Sabnis, Executive Creative Director, Euro RSCG New York

the buzz about desire

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 brandʼs success.

Get the Buzz Going

Cast Your Net Far & Wide3

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

Build Collaborative Partnerships

Who says strong canʼt be beautiful

Lesson

Learned

Todayʼs 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 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.

Cast Your Net Far and Wide

Make It Meaningful4

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 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

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 Moving5

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. 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

Brand Momentum

Goodbye, Nursing Homes; Hello, Nightclubs

Are you gellinʼ ?

Are you gellinʼ ?

Lesson

Learned

To retain and gain market share in any category requires constant innovation and repositioning (sometimes subtle, sometimes major), building on peopleʼs 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

Donʼt Let Your Brand Be Boxed In6

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 SOLD 600,000

COPIES WORLDWIDE

Waterboy

Lesson

Learned

Rather than cling to old business models, constantly reassess what category youʼre 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.

Donʼt Let Your Brand Be Boxed In

Where thereʼs a will, thereʼs a way7

The Golden Age of Advertising?

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

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 doesnʼt 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 ʻLast Heroʼ… or where thereʼs a will, thereʼs a way

Donʼt Be Afraid to Cede Control8

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.“ ”—David Jones, Global CEO, Havas and Euro RSCG Worldwide

Lesson

Learned

The rock-solid divisions that used to exist within the corporate world are crumbling. Businesses are learning that collaboration and sharing can earn benefits unattainable under a traditional structure. 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.

Donʼt Be Afraid to Cede Control

Be Social9

Everyone Connected

Share This

Lesson

Learned

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 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

10Get There First

Essa. How we got there first

The first pre-party beer built on the anticipation emotional territory

Beer for anticipation

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. Itʼs how we make good on our promise to get clients to the Future First.

Get There First

Lesson

Learned

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