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Open discussion

What’s a creative communication?

Paris February 2017

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A G E N D A

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Who’s who

“Creative”: what’s in a name?

What it’s not

Some principles

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W ho ’ s W ho !

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M e . M e . M e .

Ø Founder of RE-UP, the home of creative misfits.

Ø 1st Head of Social Media practice @ Ogilvy in 2008

Ø Contributor for diverse fashion & lifestyle marketing

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T h e H o u s e o fC r e a t i ve M i s f i t s

I n t e r n a t i o n a lC u l t u r a l M i n d s e t

P e o p l e& D i g i t a l F i r s t

15+ creative talentsFrom strategic planning to digital activation talentsA thirst for meaningful communication to enrich people’s livesIndependent and agile

6 nationalitiesAn horizontal culture to accelerate our value chain and spread ideas that matter

Big experience in social listening and digital researchOld school meets new school approach to build up relevancy

R E - U P .

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R E - U P b u i l d s ys t e m s .

Social brand• Creative strategic workshop

• Guidelines and channel strategy

• Social media activities

Content production• Multi-purpose production• Social Media ready assets• Image x Impact production

Community building• Clusters and influencers identification

• Community management

• Push through Paid Social Media

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C re a t i ve :W ha t ’ s i n a n a m e ?

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M y p o i n t o f v i ew .

Ø I know what’s it not.

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I t ’ s n o t b ra i n d ro p .

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I t ’ s n o t Ad o b e S u i t e o r ” c u l t u ra l ” o n l y

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SO WHAT?

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# 1 C re a t i ve i d e a = l e a d e r s h i p

“If you have a dream that no one follows, it's an empty dream”Sputniko!

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# 2 C re a t i ve i d e a = r e p e t i t i o n

Everybody is copy

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# 3 C re a t i ve i d e a = e c h o e s w i t h s u b c u l t u re s

“Subculture as a compromise solution between 2 contradictory needs: the need to create and express autonomy & difference from parents and the need to maintain the parental identification”Phil Cohen, 1972

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# 4 C re a t i ve i d e a = e x t i m a c y

Public

Extimate

Intimate

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# 5 C re a t i ve i d e a = l e t t i n g g o

Viral is a consequence

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D i s c u s s i o n .

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C o n t a c t :

L a u r e n t F r a n ç o i s

@ l i l z e o n

l a u r e n t @ t h i s i s r e u p . c o m