The New Advertising AgencyIntroducing the DEFg canvas:

a creative process to regain leadership amongst Brands

Sergi Manaut sergi.manaut@besided.com Carlos Perez carlos.perez@besided.com

Will Nicholls, Managing Partner, Saatchi & Saatchi, UK

“Traditionally, agencies have created value for their clients through better and different communications.

But brand behavior can now come to life in digital products, services, and experiences.”

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TO LEAD BRANDS AGAIN, ADVERTISING AGENCIES NEED TO ADDRESS

TODAY'S BRANDCHALLENGES AND OPPORTUNITIES

Providing value and meaning in each communication

Leveraging brand growth amid growing chaos

Aligning with change in people’s values, needs, behavior

Filling the space left by collapsing traditional media

BRAND CHALLENGES AND OPPORTUNITIES

Introducing the DEFg Canvasa 4 Dimension Creative Process

to help teams explore and leverage brand expression opportunities

D: Deepen to interact and engage

E: Expand the brand value

F: Foresee and align to near-term

g: Gravitate people around conversations

DEFg CANVAS: THE 4 DIMENSIONS

Greg Satellformer CEO KP Media, Forbes

“…ad agencies need to innovate their business model and redefine how they create, deliver and capture value.”

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DEEPEN: EACH BRAND’S COMMUNICATION

MUST INCLUDE AN ENGAGEMENT PROPOSAL.

EXPAND: COMMUNICATIONS HAVE TO ADD VALUE TO THE CONSUMER, INCREASING BRAND'S PREFERENCE.

FORESEE: THE PROPOSAL SHOULD BE ALIGNED WITH

NEAR-TERM SCENARIOS (VALUES, BEHAVIOR).

GRAVITATE: DELIVERED CONTENT AND EXPERIENCES

MUST HAVE CONVERSATIONAL VALUE.

Tim WilliamsFounder, Ignition Group

“The best agencies are purpose maximizers, not just profit maximizers”

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CASE STUDYNivea Sun Kids: The campaign's main goal was to win new

consumers. The message should reinforce the product's main attribute, protection, and create value.Agency: FCB Brasil. 2014 Cannes Innovation Lion winner.

THE CAMPAIGN EXECUTION:TRACK YOUR KID WITH YOUR MOBILE AND NIVEA

DEFg TESTThe Nivea campaign complies exceedingly well

in all four DEFg Dimensions

DEEPEN: THE AD ENGAGED 90% OF THE AUDIENCE

EXPAND: "SUN PROTECTION" TO "PROTECTION"

FORESEE: APPS IN CHARGE OF EVERYDAY CONCERNS

GRAVITATE: VALUABLE ADVICE AMONG PEERS

DEFg CANVASA TOOL TO LEAD BRAND RELATIONSHIPS AGAIN

Tom Goodwin, senior VP-strategy and innovation, Havas Media

“…we understand people, brands, technology, we solve problems, and we generate amazing ideas...

this is the time to think big, take risks… and lead our clients to a prosperous future.”

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Sergi Manaut sergi.manaut@besided.comCarlos Perez carlos.perez@besided.com