1. 1. 27 + 28 SEPTEMBER 2017
2. 2. Theme The Art & Business of Creativity
3. 3. What is creativity?
4. 4. Free thinking and invention born from curiosity. Steve Verna Head of Marketing, Freesat
5. 5. Contrarian thinking. Pip Jamieson Founder, The Dots
6. 6. Creativity is just connecting things. Steve Jobs
7. 7. Creativity is a phenomenon whereby something new and somehow valuable is formed Wikipedia
8. 8. Creativity is delivering on ideas that deliver business value.
9. 9. ART BUSINESSvs
10. 10. ART BUSINESS+
11. 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. 12. Imagination, inspiration, freedom and risk. Brendan Stephens Global Creative Director, MOO
13. 13. Does creative bravery lead to business value? 96%
14. 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. 15. Everything We Touch @everythingpau #brandsocial
16. 16. ALL MY CLIENTS WANT TO KNOW ABOUT THE FUTURE OF.[STUFF] ACTUALLY MOST OF THEM WANT TO UNDERSTAND THE PRESENT 1
17. 17. THINGS ARE NOT ALWAYS WHAT THEY SEEM / USABILITY & SEMANTICS ARE OUT OF SYNC 2
18. 18. PEOPLE ARE NOT ALWAYS WHO THEY SEEM / STEREOTYPES AND TRADITIONAL SEGMENTATION MODELS NO LONGER WORK 3
19. 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. 20. Learnings from the Fashion World @nickblunden #brandsocial
21. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 35. 42 A NEW MODEL FOR FASHION The only question is how long it will take for others to catch up. BOF
36. 36. Future of Creativity @helen_job #brandsocial
37. 37. / Key Takeouts
38. 38. We are living in a post internet world.
39. 39. The future of creativity can still be shaped by us.
40. 40. Congregation is key - tech can augment relationships not replace them
41. 41. Innovation occurs from diverse, inclusive networks
42. 42. Lets revel in uniquely human traits of self- efficacy, curiosity, storytelling, resilience and INSTINCT
43. 43. We must embrace AI into our teams and re- allocate human resource on activities that will not be replaced by robots
44. 44. The confluence of VR, AI and us may create some of the most creative and real experiences yet
45. 45. How to buy Good Creative @scarletgeek #brandsocial
46. 46. Title slide THE KEY THINGS TO CONSIDER @scarletgeek @aandeddb
47. 47. NO1: EMOTIONS MATTER MORE THAN WORDSVerylargeproteffects 0% 8% 15% 23% 30% Rational messaging Combined approach Emotional priming Source: Binet & Field 2013
48. 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. 49. NO3: MAKE STUFF THAT ORDINARY PEOPLE LOVE
50. 50. NO4: SIZE MATTERS, SPEND BIG
51. 51. NO5: VIDEO IS THE MOST POWERFUL FORMAT Live TV60% Playback TV11% Broadcast VoD4% DVD4% Subscription VoD4% XXX Adult5% Other Online4% Facebook2% Youtube6%
52. 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. 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. 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. 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. 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. 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. 58. 37 Things Ive Learned @Mr_Bingo #brandsocial
59. 59. Shopify screenshot
60. 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. 61. For creativity to thrive, you need a chain of bravery. Ilse Crawford Founder, StudioIlse
62. 62. The Science of Creativity @Herdmeister #brandsocial
63. 63. WHAT WOULD DAVID DO?
64. 64. CREATE vs COPY
65. 65. INVENT vs INNOVATE
66. 66. DIDNT INVENT PHYSICS
67. 67. DIDNT INVENT THE SMARTPHONE
68. 68. DIDNT INVENT ROCK N ROLL
69. 69. Originality is for people with short memories. Grayson Perry Artist
70. 70. WHAT WOULD DAVID DO?
71. 71. Workshop
72. 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. 73. Round-up
74. 74. Join our super members
75. 75. BOOK AN INSPIRATION TALK
76. 76. Feedback
77. 77. 9.1(out of 10)
78. 78. A good scrub of the brain to clean out the routine and replace with curiosity and optimism. Jamie Coomber Marketing Director, Sonos
79. 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. 80. Our partners
81. 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. 82. Thanks creativesocial.com @CreativeSocial