“Innovation in the media – in the marketing world”
Summary of Key Talks
Joined Leo Burnett 5 years ago, knew that collaboration was very important and that it was almost impossible to collaborate between companies outside the holding company. Partnered with his clients partners. Also accepted the fact that he can’t be good in everything. Being a creative agency – they were founded by creative persons, so it was relatively easy to retransform the company to be creative, innovative and people orientated. Creation is what everybody in the company does, not only the creative people. There are partnership opportunities and they keep evolving, can also be competitive, but the real strength is when identifying new collaborative opportunities.
“The future has a habit of arriving unannounced…”
There are major changes in the media industry:
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People/consumers are now in charge
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Change of behavior and shopping habits – created domino effects
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The old days of one add and one idea are gone
Innovation and strategic alliances have never been more important. There is a need to collaborate in terms of technology and people.
Creative agencies and content or technology firms collaborate - and in the media industry they used to be competitors. Example - the tools for measuring media effectiveness didn’t progress with the technology developments, so they developed this in collaboration.
Sometimes there is competition between sister companies - it’s possible to change the mindset into doing “the right thing” instead of “protecting the turf”.
In 2006 a big wave of user generated content, the agencies were forced to change their approach and start interacting with ‘people’ instead of ‘things’.
Branded utility – provide a useful service instead of bombarding with adds.
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i.e. the Guinness campaign for sponsorship in Hong Kong – provided a free mobile utility to help foreigners to find their way around, order beer in pubs, communicate with locals, LBS, etc.
“Humankind” – put people in the center of the brand and collaborate with them to develop it further: instead of Ads use Acts
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A Canon campaign that is based on photographs of users
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Fiat launched a campaign for designing the Fiat 500 in 2007. “500 wants you”, www.fiat500.com. Many design options – actually listened and made changes based on the input they received form potential consumers. Two months after launch already sold 50% of the annual target. It is today the number one selling small car in Europe, also considered the most sexy small car…
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The Prodis Foundation – a story about an add that became a film and positive social consequences. This started with the foundation wanted to communicate that children with Down syndrome could get really far is got the right education. The company decided to got for a campaign that will be created by these young adults. They decided to make a film that would be like a trailer for a film that was very touching. Also aired ads for the public during this process to comment and contribute. Great media success and some of the young people that participated in the film were then hired by some of the media companies. Human Kind at its best.
Interesting ideas can come from everywhere
Nintendo – a youtube clip created by a guy that invented a simple new 3D technology for films, in which he presents his invention and asks people to develop new games with it. Nintendo didn’t think about it themselves, but hired the guy…
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