"Innovation, an answer to Crisis" by Dominique Delport, CEO Havas Média France
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Transcript of "Innovation, an answer to Crisis" by Dominique Delport, CEO Havas Média France
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HAVAS CAFE - CANNES LIONS 22st JUNE 2012
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# 3'C4.S%( 56 8&V)*N3"C)'?
Faceboook IPO
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Arab Spring
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Shangaï Smog
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Occupy Wall Street
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Anonymous
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1980 1991 2001 2008
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@livemeaning
From Havas Media Lab
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Bring the love back ?
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I CRISIS
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CRISIS
INNOVATION
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From 4M cars 2009 to 7M end 2012100 engineers in 84, 9000 in 2009
+35% R&D investments>4.5 B$ yearly
+Brand Building Investment
7 years guarantee (KIA)Job-loss Insurance US
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Indian Ministry of Rural Development : 90M Kisan crédit card users, 180M job card users , no bank account but mobile phones as vérification.
Orange Money in Africa : 4 Millions subscribers use mobile banking daily
From Mary Meeker KPCB
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Lat. innovare: "to change"
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Innovation differs from invention
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Innovation differs from improvement : doing something different rather than doing the same thing better...
Henry Ford «faster horse»
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Innovation is not always technology-driven
From Havas Digital US
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Coca-Cola Australia
Innovation is as simple as a cricket bat
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Innovation can be incremental Innovation can be radical
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Innovation is sometimes inspired by nature ... (velcro, photosynthesis,...)
www.biomimicry.net
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Innovation about service(fast food, low cost, click & drive..)
Innovation about marketing(disposable items, targeting, premiumization
Innovation about business models (minitel, keywords auction, app stores...)
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« Innovation is the creation of more meaningful solutions. »
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Apple «Crazy Ones» by TBWA Chiat Day
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Value Migration Constructive Capitalists – Ten Year Performance vs S&P 500
«New Capitalist Manifesto» by Umair Haque - HBR
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A new version of Facebook is released every Tuesday with non-sophisticated tools ( IRC Chat + P2P geek software ! )
F32EA&OH'C7$LC>N8>R/(P%*I+by Faber-Novell «Facebook, perfect start-up»
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HOW T5'I!"O#$T)'?
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What follows is by no means an exhaustive list of the keys factors of success of innovation, but rather my personal distillation of some of the best practices I have come across and which I wanted to share with you.
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Your brand, its history, its values, its consumers, its products are all powerful sources of inspiration for innovation.
1
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The multiawarded 2011 campaign highlighted the Rejuvenation of the entire product lineup
How to match «declining brand» with «luxury» ?
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2009 : ,1RM(L)* !>A4;Y/«C7$P+>R/11»
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Detroit Star : EminemFocus on Superbowl : 10M$
+100M ratings
Back to the Rootstough city, devoted workers
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« Imported from Detroit » by Wieden+Kennedy
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Sales +26% in 2011200 sedan sales > 200% budgetNGO Actions in Detroit Area
Motor City was back
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19th June 2012
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Charles Darwin, eng naturalist
Change yourself in order to change the world.
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Siloed Organisation need more of Start-Up Culture
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« The Redefiners» by
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Corning
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Maslow Pyramid Innovation Pyramid
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MTV Twitter
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Sustainable innovation doesn’t come from answering the same old question but by challenging the question itself.
4
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Retailers : Not only rejuvenating Stores or Websitebut also inventing an hybrid answer with Click & Drive model
Chronodrive by Auchan : 1st retailer to launch a click & carry service
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Not only “how to sell more cars to all individuals” but rather “how to move the world”
Multicity : 1st car manufacturer to partner with a car sharing service
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American Express
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O@>N/?P/OOE* 0&RC= /5From ideas to realisation there is always a gap, oftentimes hard to cross. Welcome to «Open Innovation» !
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Partner, acquire, subscribe the competences you need to make the change happen. If you don’t have the expertise, then be sure that someone else does.Reconsider your data, think APi
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Powerful and meaningful innovation connect the dots, they’re good, good and good. They resolve the mythical tension between business and altruism. Good for business, good for the environment, good for the staff, good for people.
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HAVAS CAFE - CANNES LIONS 21st JUNE 2012@domdelport
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Credits :Sources :10 Innovations from 100 Innovators by the Fifth Conference www.thefifthconference.comOlivier Ezratty (cours Ecole Centrale sur Stratégies d’Innovation -1 à 3) www.oerezratty.netPFSK Veille & prospective www.psfk.com (studies about future of retail , mobile tagging, real time... )«What so funny about Innovation» by Method www.method.com«I live in the future and it’s how it works» by Nick BiltonRevue Influentia - «Spécial Innovation» - Mai-Juin 2012
Réferences :slide 12 : Meaningful brand study by Havas Media Lab www.havasmedialab.comslide 26 : Mary Meeker - KPCB «Internet Trends - D10 Conference - 30 May 2012 www.kpcb.comslide 31 : Havas Digital US / Big Media trends - www.havasdigital.com slide 32 : Coca-Cola Australia Ad {www.youtube.com/watch?v=6oKfti-32kE}
slide 38 : Apple Ad by TBWA ChiatDay (Lee Clow) www.apple.com «Think Different - Crazy Ones» {www.youtube.com/watch?v=tjgtLSHhTPg}slide 40 : Constructive Capitalism from «New Capitalist Manifesto» by Umair Haque - Havas Media Lab / Harvard Business Reviewslide 44 : Etude FaberNovell - June 2012 «why Facebook is the perfect start-up» www.fabernovell.com slide 51 : Photographs «The Ruins of Detroit» by Yves Marchand & Romain Meffre www.marchandmeffre.comslide 52 : Chrysler Ad «Imported from Detroit» Wieden+Kennedy http://www.youtube.com/watch?v=dJ0YHyDVrj4slide 59 : Etude Activate «Redefiners : Captivate Media Growth Dollars» www.activate.comslide 61 : Video Corning «A day made of glass» www.corning.comslide 62 : Etude Planning Strat Havas Media France et TBWA Corporate for BNPParibas about Innovationslide 64 : Emission MTV with Kate Perry avec insertions & tracking Twitter answers #ifbiebermetgagaslide 71 : American Express «Small Business Day» by Crispin Porter & Bogusky Boulder USA {http://www.youtube.com/watch?v=b4A4rMCqKZ4}slide 73 : Smart Drop Project by BETC Digital and Joshfire for Evian www.evian-at-home.comslide 74 : The Crowdsourcing Agency «Victor&Spoils» (Havas Group) www.victorandspoils.comslide 76 : The Pursuit of APIness by MFG Lab www.mfglab.comslide 78 : Nike + Fuel by R/GA New York www.rga.com vidéo http://www.youtube.com/watch?v=uJvdiLkhnhcslide 79 : Quicksilver «Made by Waves» http://www.youtube.com/watch?v=au5azbIBq_Mslide 80 : Autolib by Havas Productions www.autolib.eu
Images : Cover magazines courtesy from Time www.time.com, Newsweek www.newsweek.com and photos from Flickr.Share & Quote : «Innovation : An Answer to crisis» Dominique Delport, Havas Média France - #CannesLions - @domdelport