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Lessons Learned from: TEN YEARS OF BREAKTHROUGH THINKING

The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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In 2000, as the advertising industry embarked on a new century of marketing communications, Havas Worldwide (then known as Euro RSCG Worldwide) made a promise to our clients: In every office around the world, in every discipline, we would maintain a single-minded focus on delivering breakthrough business ideas—ideas so powerful they have the capacity to transform businesses and revitalize brands, create entirely new categories, and alter consumer perceptions. We called this offering Creative Business Ideas® (CBIs), and CBIs have since become our mantra, our mission, and our mandate. In the years since we established this new point of focus, Havas Worldwide has grown to be the largest agency in the world by number of global clients. We have been named Global Agency of the Year by Advertising Age and Agency Network of the Year by Campaign, and we have seen years in which we held more spots in The Gunn Report’s annual list of top 10 campaigns than any other agency, large or small. In 2011, we marked our first decade of Creative Business Ideas with a gorgeous coffee-table book celebrating examples of the brilliant thinking the agency has produced for clients since 2000. Intended for creativity-focused people inside and outside our own industry, The Creative Business Idea Book: Ten Years of Breakthrough Thinking showcases more than two dozen campaigns created for clients around the globe and in industries ranging from finance to publishing, automobiles to FMCG. It includes fresh insights into the future of marketing communications and business in general, exploring, among other topics, the vital importance of the smart use of social media and the business benefits to be gained from driving social change. The Creative Business Idea Book is available on Amazon.

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Page 1: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Lessons Learned from: TEN YEARS OF BREAKTHROUGH THINKING

Page 2: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Find Your Prosumers

Page 3: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Find Your Prosumers

Page 4: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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.

Page 5: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

PROSUMERS

ADOPTION

6–18 monthsInstigators

Prosumers

Mainstream

Laggards

10–20%

Prosumers Drive Trends Across Markets

Page 6: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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

Page 7: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Get the Buzz Going

Page 8: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Get Consumers on Board

Page 9: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Give Them Something to Talk About

Page 10: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking
Page 11: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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.

Page 12: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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

Page 13: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Cast Your Net Far & Wide

Page 14: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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

Page 15: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Open Windows and Doors

Page 16: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Build Collaborative Partnerships

Page 17: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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

Page 18: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Make It Meaningful

Page 19: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

The Search for Substance

Page 20: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Dulux: “Let’s Color”

Page 21: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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?

Page 22: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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

Page 23: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Keep Moving

Page 24: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Electric Typewriter, Meet the Mac

Image credits: Chris [email protected]; apple.com

Page 25: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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.

Page 26: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Goodbye, Nursing Homes; Hello, Nightclubs

Page 27: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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

Page 28: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Don’t Let Your Brand Be Boxed In

Page 29: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Going, Going…

Page 30: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Think Bigger

Page 31: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Generally speaking, the broader the brand values, the more room there is for a brand to grow.

Page 32: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Evian: “Live Young”

EVIAN’S “WE WILL ROCK

YOU” SINGLE SOLD 600,000

COPIES WORLDWIDE

Page 33: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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

Page 34: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Utilize Your Inner MacGyver… or where there’s a will, there’s a way

Page 35: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

The Golden Age of Advertising?

Image credit: [email protected]

Page 36: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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.

Page 37: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Mortein: “Modern-Day Ramayana”

Page 38: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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

Page 39: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Don’t Be Afraid to Cede Control

Page 40: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Collaboration Over Control

Page 41: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

TckTckTck: Campaign for Climate Justice

Image credit: Greenpeace [email protected]

Page 42: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

To make a difference there had to be one message, and everyone had to own it.

Page 43: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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

Page 44: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Be Social

Page 45: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Everyone Connected

Page 46: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Share This

Page 47: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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.

Page 48: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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

Page 49: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Get There First

Page 50: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

In the Beginning…

Image credit: [email protected]

Page 51: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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, Havas Worldwide Digital (then known as Euro RSCG 4D), into Havas Worldwide, 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.

Page 52: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

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

Page 53: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking

Lesson

Learned

www.creativebusinessidea.com

Page 54: The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrough Thinking