Thomas Alva Edison

Thomas Alva Edison

“ Edison is often romanticized as a lone inventor.

Less well known is his invention of the modern research laboratory using

teams of inventors.

Edison knew that to generate ideas a sustained and methodical effort is required. ”

‘Edison in the Boardroom’, Julie L. Davis

Thomas Alva Edison

“ Edison is often romanticized as a lone inventor.

Less well known is his invention of the modern research laboratory using

teams of inventors.

Edison knew that to generate ideas a sustained and methodical effort is required. ”

‘Edison in the Boardroom’, Julie L. Davis

teams of inventors

methodical effort

Menlo Park Staff, 1877

The Edison Team

! 1 publishing director

• Established in Leuven in 1989•23 people with complementary skills:! 7 account staff! 5 creatives! 3 DTP! 2 production

! 3 management

! 1 office manager

! 1 account director online

Bart Ramakers - Chairman

• Career since 1989:! Founder & owner Edison

• Brand experience:! InBev, Opel, Laclède, HP, VRT, Immotheker,

Ackermans & van Haaren, Aquilae, Groep T, KUL, Provincie Vlaams-Brabant, Biffa, Universal Music, Agfa Gevaert, Lingerie Van de Velde

5

Gisèle De Groote - CEO

• Track record since 1985:! Account Executive at Moors&Bronselaer (BBDO)! Account Director at Grey Advertising, Leo Burnett! Marketing Director at Bank Card Company! 2007: CEO at Edison

Gisèle De Groote - CEO

• Brand experience:! Finance: Centea (HSA Spaarbank), Deutsche

Bank, Atos Worldline! Other: Fiat, Rover, Skoda, Subaru, Belgacom,

Procter & Gamble, NMBS, McDonald’s, Inbev, Vichy, Philips, Sara Lee, Yoplait, ...

• Track record since 1985:! Account Executive at Moors&Bronselaer (BBDO)! Account Director at Grey Advertising, Leo Burnett! Marketing Director at Bank Card Company! 2007: CEO at Edison

Eric Debaene - Creative Director

• Track record since 1989:! Copywriter at Young&Rubicam, GV/Company, DDB! 2000: Creative Director at Germaine (BBDO)! 2008: Creative Director at Edison! Awards: 2 Special Awards for copywriting, 1 Evergreen

Award, 7 Gold Awards, 7 Silver Awards & 2 Bronze Awards at the Creative Club of Belgium. 1 Effie Award (De Morgen), 1 Best Of Brand Activation Award, Meribel Award (IKEA, 2007)

Eric Debaene - Creative Director

• Track record since 1989:! Copywriter at Young&Rubicam, GV/Company, DDB! 2000: Creative Director at Germaine (BBDO)! 2008: Creative Director at Edison! Awards: 2 Special Awards for copywriting, 1 Evergreen

Award, 7 Gold Awards, 7 Silver Awards & 2 Bronze Awards at the Creative Club of Belgium. 1 Effie Award (De Morgen), 1 Best Of Brand Activation Award, Meribel Award (IKEA, 2007)

• Brand experience:! Finance: Royale Belge, Ippa, Deutsche Bank, Bank Van

Breda, Record Bank, Dexia Asset Management! Other: NIVEA, IKEA, De Morgen, De Standaard,

Knack, VT4, Dag Allemaal, Volvo, VW, Audi, Campina, BIVV, WWF, VLAM ...

9

Your dedicated Edison teamAn example of a Brand Focus Team

Your dedicated Edison team.

Gisèle De GrooteCEO

Eric DebaeneCreative Director

André PlaisierSenior Art Director

Jan SchoofsCopywriter

Marjolein KramerGraphic Designer

Jean-Pierre GielenSr. Graphic Designer

Birgit De Wyngaert Production Assistant

Annelies BolleProject Leader

Kristien EngelenDM & Publishing

Leen DewilTraffic Manager

Marijke VandenboschProject Assistant

Pol MinnartProductie

The agency flow: example

Jan SchoofsCopywriter

Marjolein KramerGraphic Designer

Jean-Pierre GielenSr. Graphic Designer

Birgit De Wyngaert Production Assistant

Annelies BolleProject Leader

Kristien EngelenDM & Publishing

Leen DewilTraffic Manager

Marijke VandenboschProject Assistant

Pol MinnartProductie

Eric DebaeneCreative Director

André PlaisierSenior Art Director

Gisèle De GrooteCEO

Account team

Production team

Creative team

Management team

Layout & DTP

Coordination

12

The CLEVER principleAn article of faith, a method and a checklist combined

Our beliefs in one word.

14

• LEVERAGE

The CLEVER-principle

CLEVE R

•• COMPELLING

• EMOTIONAL CHARGE

• VALUE OFFER

• ENGAGEMENT

• RESULT ORIENTED

This is what we believe efficient communication should correspond to:

Edison, member of thenetworkone

• international network of independent agencies• 300 agencies• 65 countries

Serving clients like Exxon, Nestlé, Honda, Johnson&Johnson, Dyson, Lego, Leitz, ...

15

Main clients

Lingerie Van de Velde

Atos Worldline

16

Our work: a quick overview

TIME TO DISCOVER WWW.THE MYSTERYMYSTERYM .BEYSTERY.BETIME TO DISCOVER

E DIS O N P U B LIS H I N G

Lingerie Van de Velde

9 million catalogs in 5 languages

Personalized communication for5000 boutiques, worldwide

Lingerie Van de Velde

9 million catalogs in 5 languages

Including web design

Lingerie Van de Velde

9 million catalogs in 5 languages

And advertising

Atos (Visa/Mastercard):B2B

Corporate (B2B)

Magazine for merchantsDM

Objectives: retention, upselling & acquisition

Ontdek al uw voordelen in deze folder!

10 waardebonnen

mijn

voor

deel

.be

November ‘09

Atos (Visa/Mastercard):B2C

Objectives: loyalty, higher frequency of use

Atos: point-of-sale material

18% increase of credit card useby customized in-store messages

Yoplait: launch Superfruits

Educate & seduce

Generate trial

Yoplait: Pink Ribbon (POS)

Goodwill based promotion

Aquilae: from a network to a brand

Aquilae: from a network to a brand

House style

Web designFolder

Magazine

Familiehulp: recruitment

Strategy: first valorise the job, then recruit

JAVA: brand activation

Joint promotion Panos-Java:launch Rainforest Alliance Coffee

JAVA: brand activation

Joint promotion Panos-Java:launch Rainforest Alliance Coffee

Online contest (POS-communication + newsletter only): 14.000 visitors

ACE-Group T: adult education

Promotion of an adult education course in newspapers, ...

ACE-Group T: adult education

Promotion of an adult education course in newspapers, ...Promotion of adult education course in newspapers, on busses, ...Promotion of adult education course in newspapers, on busses, at events and online

Result: +70% inscriptions

Flemish Pharmacist Association

Awareness campaign about selfmedication centered around pharmacists

Ambiorix: new house style

+ logo, packaging, POS and leaflet

Web design

What can we invent foryour brand?