Transcript of Brand social (Sep17) - Summary
- 1. 27 + 28 SEPTEMBER 2017
- 2. Theme The Art & Business of Creativity
- 3. What is creativity?
- 4. Free thinking and invention born from curiosity. Steve Verna
Head of Marketing, Freesat
- 5. Contrarian thinking. Pip Jamieson Founder, The Dots
- 6. Creativity is just connecting things. Steve Jobs
- 7. Creativity is a phenomenon whereby something new and somehow
valuable is formed Wikipedia
- 8. Creativity is delivering on ideas that deliver business
value.
- 9. ART BUSINESSvs
- 10. ART BUSINESS+
- 11. Mr Bingo Illustrator, artist and creative superhero Nick
Blunden Chief Commercial Officer Business of Fashion Paula Zuccotti
Founder The Overworld Mark Earls Herdmeister Herd Consultancy Helen
Job Co-founder The Akin Karen Boswell Head of Innovations
adam&eveDDB Art Business
- 12. Imagination, inspiration, freedom and risk. Brendan
Stephens Global Creative Director, MOO
- 13. Does creative bravery lead to business value? 96%
- 14. How can I be creatively brave and manage the risk? 50 % of
the brand challenge is internal - how do you convince the
board?
- 15. Everything We Touch @everythingpau #brandsocial
- 16. ALL MY CLIENTS WANT TO KNOW ABOUT THE FUTURE OF.[STUFF]
ACTUALLY MOST OF THEM WANT TO UNDERSTAND THE PRESENT 1
- 17. THINGS ARE NOT ALWAYS WHAT THEY SEEM / USABILITY &
SEMANTICS ARE OUT OF SYNC 2
- 18. PEOPLE ARE NOT ALWAYS WHO THEY SEEM / STEREOTYPES AND
TRADITIONAL SEGMENTATION MODELS NO LONGER WORK 3
- 19. WE SEE THINGS AS WE ARE / ITS ALL ABOUT POINTS OF VIEW,
THINGS ARE NOT SO LINEAR ANYMORE / HUGE SHIFT ON BEHAVIOUR (DRIVEN
BY PERCEPTIONS)
- 20. Learnings from the Fashion World @nickblunden
#brandsocial
- 21. THE CREATIVITY CRISIS To create value, brands need to be
different and maintain clear, strong brand values. At the luxury
end, this brand strengthening in 2017 will likely entail a
reinvestment in creativity: creating unique products that
encapsulate their USP. BOF/MCKINSEY
- 22. THE HOTTEST FASHION BRAND ON THE PLANET New data analysed
by BoF in partnership with search platform Lyst which tracks 4.5
million data points per hour from over 65 million annual consumers,
4 million products and 12,000 brands found that in the second
quarter, the jewel in Kerings crown remains front of mind with the
largest share of wallet for consumers globally. BOF
- 23. 30 THE REINVENTION OF GUCCI Eventually, creative stagnation
began to impact revenues. Quarterly sales growth began to slow in
the second half of 2013 and, by December 2014, after years of
protable growth, Gucci had experienced three consecutive quarters
of declining sales. BOF
- 24. 31 THE RIGHT BUSINESS TALENT Ultimately protability doesnt
always help the intangible value of the brand. So you can continue
growing the business over two, three, four years, despite the fact
that the brand might be losing momentum. At a certain point if the
brand is no longer regarded as having value or inuence by fashions
opinion leaders, it is going to go down - not slightly or
incrementally, but really go down. MARCO BIZZARI
- 25. 32 THE RIGHT CREATIVE TALENT An abrupt disruption was
needed to re-energise and reposition the brand. Hence, my rst task
was to nd and appoint a new creative director. Almost by chance I
found that person within Gucci itself. Alessandro [Michele] knew
every corner of Gucci and lived and breathed the DNA of the brand.
MARCO BIZZARI
- 26. 33 A SHARED VISION Everything about [Alessandro] Michele
was fearless. He was very open about the issues he saw and had a
clear idea of what needed to be done moving forward. Even though he
was looking at things from an aesthetic point of view and I was
looking at it from a business angle, we were in sync in our
direction and how we wanted to shape the company. MARCO
BIZZARI
- 27. 34 EMBRACING CREATIVITY Marco respects creativity and
creative people. He understands that the power of a fashion company
lies in its creativity. I mean, when we talk together about fashion
he often says, I dont know, I dont know, I dont know But he knows
very well about fashion, and understands what is needed. ALLESANDRO
MICHELE
- 28. If you are going to engage with a culture, you have to
embrace and celebrate it rather than just dipping in your toe. Nick
Blunden Chief Commercial Officer , The Business of Fashion
#brandsocial
- 29. 36 BUILDING A CREATIVE CULTURE At Gucci, we have a few,
very simple key values that are at the heart of our organization:
the empowerment of innovation and risk taking, a sense of
responsibility and respect, an appreciation for diversity and
inclusion, excellence in execution, and, last but not least,
cultivating joy and happiness in the way we work. MARCO
BIZZARI
- 30. 37 ALIGNING THE PRODUCT WITH THE CREATIVE VISION Theres
something happening. It is the link between business and
creativity. And the more I work in this business, the more I think
it is less and less number driven and more and more product driven.
MARCO BIZZARI
- 31. 38 ALIGNING THE CUSTOMER EXPERIENCE WITH THE CREATIVE
VISION Beyond that, however, consistency and clarity across all the
brands touchpoints is fundamental to the creation of a powerful
image. Alessandro has done this brilliantly in a very short time,
so that wherever you may be engaging with Gucci in-store, online,
through social media the brand narrative is 100 per cent
consistent. MARCO BIZZARI
- 32. 39 ALIGNING MARKETING WITH THE CREATIVE VISION #GucciGram
is a starting point to tell different stories, which are all united
by a great freedom. Today creativity is often born and nds its
voice in digital media, a vital source of visual culture.
ALLESANDRO MICHELE
- 33. 40 REMAINING TRUE TO THE VISION Resist acceleration and its
obsessive panting that risks shattering life. Resist the mantra of
speed that violently leads to loosing oneself. Resist the illusion
of something new at any cost. There's no simple strategy to adopt;
it requires the courage to slowly linger; to stay with care; to
give oneself up to a story to dig deep, with a wide graceful
breath." ALLESANDRO MICHELE
- 34. 41 GETTING THE RIGHT BALANCE After [Angela] Ahrendts
decamped to run Apples retail programme in 2014, Bailey stepped
into the highly unusual dual role of chief creative ofcer and chief
executive ofcer. In hindsight, this was a mistake. The new position
undermined Bailey's ability to focus on the product, which began to
lose its appeal with consumers. BOF
- 35. 42 A NEW MODEL FOR FASHION The only question is how long it
will take for others to catch up. BOF
- 36. Future of Creativity @helen_job #brandsocial
- 37. / Key Takeouts
- 38. We are living in a post internet world.
- 39. The future of creativity can still be shaped by us.
- 40. Congregation is key - tech can augment relationships not
replace them
- 41. Innovation occurs from diverse, inclusive networks
- 42. Lets revel in uniquely human traits of self- efficacy,
curiosity, storytelling, resilience and INSTINCT
- 43. We must embrace AI into our teams and re- allocate human
resource on activities that will not be replaced by robots
- 44. The confluence of VR, AI and us may create some of the most
creative and real experiences yet
- 45. How to buy Good Creative @scarletgeek #brandsocial
- 46. Title slide THE KEY THINGS TO CONSIDER @scarletgeek
@aandeddb
- 47. NO1: EMOTIONS MATTER MORE THAN WORDSVerylargeproteffects 0%
8% 15% 23% 30% Rational messaging Combined approach Emotional
priming Source: Binet & Field 2013
- 48. NO2: CREATIVITY IS ESSENTIAL Rank Brand Ad Agency Office 1
John Lewis Montys Christmas adam&eveDDB London 2 Leica Gallery
Sao Paolo 100 F/Nazca Saatchi & Saatchi So Paulo 3 Twix Bites
#TBT Bites BBDO New York MONTY: THE MOST AWARDED FILM COMMERCIAL IN
THE WORLD Source: The Gunn Report 2015
- 49. NO3: MAKE STUFF THAT ORDINARY PEOPLE LOVE
- 50. NO4: SIZE MATTERS, SPEND BIG
- 51. NO5: VIDEO IS THE MOST POWERFUL FORMAT Live TV60% Playback
TV11% Broadcast VoD4% DVD4% Subscription VoD4% XXX Adult5% Other
Online4% Facebook2% Youtube6%
- 52. NO6: ONLINE & OFFLINE SYNERGIES BOOST
EFFECTS%increaseinavg.no.VLbusiness effectsfromadding 0% 15% 30%
45% 60% TV only Both Online video only 25% 54% 32% Source: Binet
& Field 2016 (base 2014-16 cases)
- 53. %increaseinavg.no.VLbusinesseffects fromaddingTV 0% 13% 25%
38% 50% 1980-1996 1998-2006 2008-2016 40% 27% 12% NO7: TV IS
BECOMING MORE EFFECTIVE Source: Binet & Field 2016 (base
2014-16 cases)
- 54. increases attention improves recall Increases purchase
intent Increases sales effects by 10%-30% NO8: MUSIC MAKES YOUR
ASSET WORK HARDER Source: Binet, Mullensiefen & Edwards 2013
Music improves effectiveness %campaignswithvery
largebusinesseffects 0% 25% 50% 75% 100% Ad with music Ads without
music
- 55. NO9: ALL OF THIS MULTIPLES EFFICIENCY BY
10Budgetefciencymetric 0.0 0.8 1.5 2.3 3.0 Creatively awarded Not
creatively awarded Source: Binet & Field 2013
- 56. Nov11 Nov12 Nov13 Nov14 Nov15 Man on the Moon MontyBare
& Hare The Journey The Long Wait 180kmentionsonsocialmedia
NO10: FAME IS A GIFT THAT KEEPS ON GIVING Source: Crimson
Hexagon
- 57. Online Retailsalesvalue(index) '- 125 250 375 500 FY2008
FY2009 FY2010 FY2011 FY2012 FY2013 FY2014 FY2015 FY2016 John Lewis
Market adam&eveDDB Offline Retailsalesvalue(index) 90 110 130
150 170 FY2008 FY2009 FY2010 FY2011 FY2012 FY2013 FY2014 FY2015
FY2016 adam&eveDDB John Lewis Market Source: John Lewis IPA
paper WE SEE REMARKABLE SALES GROWTH EVERY YEAR
- 58. 37 Things Ive Learned @Mr_Bingo #brandsocial
- 59. Shopify screenshot
- 60. Melanie Rickey Founder Fashion Editor at Large Fernando
Desouches Senior Global Brand Director Axe/Lynx Heidi De Pauw CEO
Child Focus Chris Clarke CCO (International) DigitasLBi Ilse
Crawford Founder StudioIlse Creative Bravery Panel
- 61. For creativity to thrive, you need a chain of bravery. Ilse
Crawford Founder, StudioIlse
- 62. The Science of Creativity @Herdmeister #brandsocial
- 63. WHAT WOULD DAVID DO?
- 64. CREATE vs COPY
- 65. INVENT vs INNOVATE
- 66. DIDNT INVENT PHYSICS
- 67. DIDNT INVENT THE SMARTPHONE
- 68. DIDNT INVENT ROCK N ROLL
- 69. Originality is for people with short memories. Grayson
Perry Artist
- 70. WHAT WOULD DAVID DO?
- 71. Workshop
- 72. START STOP CONTINUE CHANGE Creating the environment Finding
different perspectives Creating time Being courageous Just do it
Being safe Asking for permission Accepting no as an answer Worrying
Being busy Taking sole responsibility Looking from all perspectives
Being open to new things Strive and continue to worthy causes
Dreaming and explore Fostering creative environments Building
better cases with data Our perspective Our relationship with
uncertainty How we work with people How we think about our audience
Our timetables so we have time to think and be creative
- 73. Round-up
- 74. Join our super members
- 75. BOOK AN INSPIRATION TALK
- 76. Feedback
- 77. 9.1(out of 10)
- 78. A good scrub of the brain to clean out the routine and
replace with curiosity and optimism. Jamie Coomber Marketing
Director, Sonos
- 79. A brilliant mix of practical tools to inspire creativity in
your team and convince the board as well as a healthy fill up of
external inspiration for yourself. Sara Holt Marketing Director,
LEGO Group
- 80. Our partners
- 81. Clare Hart Chief Client Officer Havas Media Group Jo Moore,
Worldwide Brand Director Lenovo Cary Wakefield Director of
Marketing BBC TV Lisa Thomas Global Head of Brand Virgin Gemma
Greaves, Chief Executive Marketing Society Ed Couchman Director of
Agency Partnerships Facebook Fredrik Thorsn Global Head of Digital
Marketing Absolut Martina Luger CMO Ennismore Advisory Board
- 82. Thanks creativesocial.com @CreativeSocial