Mark Hancock, Planning Director, The Real Adventure Unlimited...

CREATIVITY AND ROI!
!
in 15 minutes…
#dmaZEDTalks Mark Hancock @holycow

“…the sub-atomic particle
of creativity is the ‘Idea”

What is an idea?!
!
!

What’s the Greatest Idea of the last 100 years?
CARS
JWT/Tracey Follows 2013

INTERNET
MORE POPULAR
LESS POPULAR
MORE POPULAR
LESS POPULAR

Old things in a new way
or
New things in an old way
OTHERWISE IT’S JUST AN OBSERVATION!
There are definitions:

An idea is the meaning between
‘what is’ and ‘what could be’ that
connects people

Surprise, delight, teach, shock, inspire,
move and enthrall and exhilarate –
ideas have the power to change the
world, start wars or save lives.
Never underestimate their potency.
Various

What’s the ROI of a….
Basket ball?

KOBE = $220m

Piano?

ELTON = $400m

Camera?

ANNIE = $20m

Better questions:
1. Where do they come from?
2. How do we know if we’ve had one?
3. What is their value?
4. How can we get more of them?
5. What might stop us?

1. Where do they come from?

There are techniques…
James Webb Young
“The habit of mind
which leads to a search
for relationships
between facts becomes
of the highest
importance in the
production of ideas.”

There is hard work…
John Hegarty
“An idea is a thought or
plan formed by mental
effort”

2. How do we know if we’ve had one?

There is actual science: The ‘AHA Moment’
1) Appears suddenly
2) Can be processed smoothly
3) Elicits positive affect
4) It appears to be true

3. What is their value?

Basket ball?
Remember this?

Indifference is the enemy
of marketing expenditure
A provocation:

‘Potent’ ads live longer:
Successful ideas stick in the mind longer.
They have slower decay rates.
Jon Leach 2011.

Ads that win awards are
11 times more effective.
IPA 2010
They deliver value:

A lot of value:
Over 2 years, advertising in the UK for
John Lewis generated £261m
incremental revenue
IPA VOLUME 21

Sustained over time:
In China, advertising for
Dove generated £25.5m
incremental revenue over
16 months
IPA VOLUME 21

IPA 2013
"Creatively awarded campaigns are
a more reliable investment - they
achieve greater effectiveness
levels”
Efficacy has been proved:
Peter Field

4. How can we get more of them?!
!
!

Patronage:
Gaius Cilnius Maecenas
Carlo de Medici
Vincenzo Giustiniani

“Let us remember that most of the world’s great works
of art are the fruit of spendaholic patronage by
magnificos who knew how to tell the accountants
where to go…
The best argument in favour of generosity is that no
one remembers a skinflint fondly.”
Jonathan Jones, Guardian

5. What might stop us?!
!
!

“A provocative idea is the magic.
It's not linked to media spend.
A marketer's only exposure to risk is to
not develop a powerful creative idea.”
Bert Moore, CSO Lowe Worldwide
A warning:

“The best ads tend to come from
the highest-margin agencies”
Laurence Green. Fallon
A correlation:

What value does procurement bring at this point?
MEDIA
80%
10%
10%
AGENCY FEEPRODUCTION
WHY ????

WTF??????
* Signing on fee of £1m
* Reduction in agency fees currently paid
* Minimum 10% saving via consolidated buying
JULY 2010

Ted Levitt nails it:
‘Consumers don’t really ‘need’ communications; it is a commercial,
rather than a customer, imperative.
What consumers need is better products, improved service, easier
lives, a cleaner world, and more health and happiness.’

THANK YOU

Mark Hancock, Planning Director, The Real Adventure Unlimited...

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