creative business ideas: 10 years of euro rscg breakthrough thinking
TRANSCRIPT
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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