Embed Size (px)
DESCRIPTION
ZEDTalk 3: Creativity & ROI
Citation preview
A Creston Communications company
Unlimited…
A Creston Communications company
A Creston Communications company
Little Moovies
Simon Gill, Chief Creative Officer, DigitasLBi@skinnybouffant @DigitasLBi_UK
http://www.slideshare.net/SarahWright/simon-gill-chief-creative-officer-digitaslbi
A Creston Communications company
Little Moovies
David Meikle, Founding Partner, Redsalt@davidsmeikle
http://www.slideshare.net/SarahWright/david-meikle-founding-partner-redsalt
A Creston Communications company
Little Moovies
Tim Lindsay, Chief Executive Officer, D&AD@timothylindsay @dandad
http://www.slideshare.net/SarahWright/tim-lindsay-chief-executive-officer-dad
A Creston Communications company
Little Moovies
Mark Hancock, Planning Director, The Real Adventure Unlimited…@holycow @realadventure
http://www.slideshare.net/SarahWright/mark-hancock-planning-director-the-real-adventure-unlimited
A Creston Communications company
Little Moovies
Rick Pullan, Managing Director, TBDA@smarter_mrkting
BSM 2004 now
Add maths to creative measurement… … underscoring creative credentials
Laments!
– Accountability
– Proving value of creativity
– Measuring effect of creative marketing on profitability
The Challenge
Is it possible or practical to create a universally
applicable model which could be embraced and
implemented by any commercial organisation,
ranging from global corporates to SMEs, from profit
making organisations to non profit making ones
How marketing creates money
Team effort
Just 31 pages
Peppered with case study examples
105 orgs
Best vs worst
Checklists
How marketing creates money
Team effort
Checklists??
3 critical ingredients & checklists
1) The Formula or model – checklist 1
2) Key Players – checklist 2
3) Conditions for Success – common sense attitudes for change management –checklist 3
Checklist 1 – good practice guidelines Essential How to’s
The Key Players – roles & responsibilities (obviously depending on size and age of organisation)
Marketing people & departments
Market research & customer insight
Sales people & departments
Management accountants
Strategic planning sand innovation
C-suite & operating board
Business unit Directors, regional directors and other unit directors
The Key Players – roles & responsibilities (obviously depending on size and age of organisation)
Marketing people & departments
Market research & customer insight
Sales people & departments
Management accountants
Strategic planning sand innovation
C-suite & operating board
Business unit Directors, regional directors and other unit directors
Checklist 2 – good practice questions to consider
Conditions for Success
Conditions for Success
Checklist 3 – good practice points to consider
How can you benefit? – action tips– Original ‘learning guide’ pdf - ([email protected])
– Read it… Read it again!
– Embrace into your commercial psyche
– Agencies ask clients… Clients ask agencies
www.return-on-ideas.com
A Creston Communications company
Unlimited…
