"innovation, an answer to crisis" by dominique delport, ceo havas média france

I!"O#$T%&NA!'A!(W)* +& ,*I-.S/?

HAVAS CAFE - CANNES LIONS 22st JUNE 2012

I!"O#$T%&NA!'A!(W)* +& ,*I-.S/?

I!"O#$T%&NA!'A!(W)* +& ,*I-.S/?

I!"O#$T%&NA!'A!(W)* +& ,*I-.S/?

I!"O#$T%&NA!'A!(W)* +& ,*I-.S/?

# 01A+'K%"D/&F/2R%(I-'?

# 3'C4.S%( 56 ,$S7'?

# 3'C4.S%( 56 8*O09H/?

# 3'C4.S%( 56 8&V)*N3"C)'?

Faceboook IPO

# 3'C4.S%( 56 +*U-9 ?

Arab Spring

# 3'C4.S%( 56 :&D); ?

Shangaï Smog

# 3'C4.S%( <&R/9H)'D%(C5"N)2T)= ?

Occupy Wall Street

# 3'C4.S%( <&R/9H)'O#>R,&N!>C+>D/?

Anonymous

# 3'C4.S%( 56 ,&N-?M@9I5" ?

1980 1991 2001 2008

# 3'C4.S%( 56 ,&N<.D)"C)'

# 3'C4.S%( 56 :>A!.N8'

@livemeaning

From Havas Media Lab

I+’S/"O/=I<6E4>N,> A>T0>E!'B4$NB( 3"D/*EC$T%&N-1I@(

Bring the love back ?

# 01I,1 7$L<'?

I CRISIS

CRISIS

INNOVATION

T7> 8*E39 B>P4>S-.O!1929 / 1933

R)6R%DE4$T5* : +30%

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

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

I-'I!"O#$T%&N/?WHAT

Lat. innovare: "to change"

I-'I!"O#$T%&N/?WHAT

Innovation differs from invention

I-'I!"O#$T%&N/?WHAT

I-'I!"O#$T%&N/?WHAT

Innovation differs from improvement : doing something different rather than doing the same thing better...

Henry Ford «faster horse»

Innovation is not always technology-driven

From Havas Digital US

Coca-Cola Australia

Innovation is as simple as a cricket bat

I-'I!"O#$T%&N/?WHAT

Innovation can be incremental Innovation can be radical

I-'I!"O#$T%&N/?WHAT

Innovation is sometimes inspired by nature ... (velcro, photosynthesis,...)

www.biomimicry.net

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...)

« Innovation is the creation of more meaningful solutions. »

I-'I!"O#$T%&N/?WHAT

Apple «Crazy Ones» by TBWA Chiat Day

I!"O#$T)'?WHY

I!"O#$T)'?WHY

Value Migration Constructive Capitalists – Ten Year Performance vs S&P 500

«New Capitalist Manifesto» by Umair Haque - HBR

S+$TE( F?OM)$N-'M5GI!D A$CHIA4=S

I!"O#$T)'?WHY

E#>N/.C5"I,'C5JP3"I)(H3GE/9O/KE)L %"N5GA+.N8

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»

HOW T5'I!"O#$T)'?

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.

HOW 1. M&U/$R)'Y5?R/NE-9 -&U42E2. 3DIC> -LE,.E-'SE*V%GE3. :$SC&W/2.04. ,1A!DE/9H)'C5"V)*S39I5"5. 5LE!'U@'Y5?R/IO4;D6. A> :>A!.N86UC

T5'I!"O#$T)'?

Y5? 3*E/OOE* A>S+'S5?R,> 56 %"N5GA+.O!'

Your brand, its history, its values, its consumers, its products are all powerful sources of inspiration for innovation.

1

T7> ,1RM(L)* +?R!$R5?NB

The multiawarded 2011 campaign highlighted the Rejuvenation of the entire product lineup

How to match «declining brand» with «luxury» ?

2009 : ,1RM(L)* !>A4;Y/«C7$P+>R/11»

M59O4'C%9Y/= «G7&S+'T5IN»F4&M/5T7'T5'18T7'C%9Y/.N/9H)'U-

Detroit Star : EminemFocus on Superbowl : 10M$

+100M ratings

Back to the Rootstough city, devoted workers

« Imported from Detroit » by Wieden+Kennedy

Sales +26% in 2011200 sedan sales > 200% budgetNGO Actions in Detroit Area

Motor City was back

19th June 2012

O!;Y/$G%;E/(P)2I)( SE*V%GE/'2

O!;Y/$G%;E/(P)2I)( -?R#.V)'

Charles Darwin, eng naturalist

Change yourself in order to change the world.

T7> 4.SH'O<'D)2L%"I!D S7&UC= A> -9R5"G)* +1A!'

T7> 4.SH'T5'#F3.L

Siloed Organisation need more of Start-Up Culture

« The Redefiners» by

M3(L5I 2.03

Corning

N)I 0&RC=, :&R)'S,*E)"S, :&R)'C5"N)2T%&N-': !>W/NA-.C/"E)=S

Maslow  Pyramid   Innovation  Pyramid

M3(L5I 2.0 : ,*E39E/"E0'N)>D-BE9 +$P/.N+& <?NB$M)"T3;

A-LI4$T%&N-'

O!> )PE:LL)'O<'«M3(L5I 2.0» :

B3(I,'N)>D/6O4'S7$R%"G/'

MTV Twitter

M3(L5I 2.0 : A$S%2 !>EB'F5* -1A4.N8'

M3(L5I 2.0 :

I+’S/"O+'P)&PC> W39C7.N8'C5"N)2T)= +G

I+’S ,&N!>C+>D/LE5LL)'W39C7.N8'T#

T5'U!=E4(T3"D/6U+?R)'N)>D-Y5? !>EB'T5'L%(T)" & 0$T,1

G)" M'& 8>N/Q

W%9H/9H)'M%;L)"I3; 8>N,

T7>R)'I-'N5'M5*E/&F<;I!>

C7$N8> +1E/2O!GE4(A+.O!'

Sustainable innovation doesn’t come from answering the same old question but by challenging the question itself.

4

C7$N8> +1E/2O!GE4(A+.O!'

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

C7$N8> +1E/2O!GE4(A+.O!'

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

C7$N8> +1E/2O!GE4(A+.O!'

American  Express

O@>N/?P/OOE* 0&RC= /5From  ideas  to  realisation  there  is  always  a  gap,  oftentimes  hard  to  cross.  Welcome  to  «Open  Innovation»  !

BETC Digital + Joshfire

O@>N/?P/OOE* 0&RC= /

O@>N/?P/OOE* 0&RC=

Curators of TalentsCurators of Sweden

O@>N/?P/OOE* 0&RC=

Think API & Open Code as Netflix

T7> @?R-?I+'O<'A@.-N)(S/

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

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.

6 B)'M)$N%"G<?L

Nike+  /  Fuelband

B)'M)$N%"G<?L

Quicksilver  /  Made  by  Waves

B)'M)$N%"G<?L

M3DI,'F5*ME;A/?0+0+47+3000+6000+1000

= !°1

B)'M)$N%"G<?L

0 -JEC; /+ /0 !&I-> /+47 ,.T%>S/$R5?NB'P3*I-+3000 );E,9R%2 A;U)2A4'

+6000 ,1A4DI!D -9A+.O!(+ 1000 R&B-'C4>A+>D

= C$R8>S+'EC>C+*I,'C3* -1A4.N8'P4&J)2T/.N/9H)'W5*LB

B)'M)$N%"G<?L

B)'M)$N%"G<?L

I!"O#$T%&NA!'A!(W)* +& ,*I-.S/?

1. M&U/$R)'Y5?R/NE-9 -&U42E2. 3DIC> -LE,.E-'SE*V%GE3. :$SC&W/2.04. ,1A!DE/9H)'C5"V)*S39I5"5. 5LE!'U@'Y5?R/IO4;D6. A> :>A!.N86UC

I!"O#$T%&N/: 3" 3"S0>R/9O/2R%(I-'?

“ +1E/6U+?R)'B);O!DS/9O/9H5(E/IH5'G%GE/

T7> !>X+'G)"E4$T%&N/R)$S5" <&R/1O@>.”

Teilhard  de  Chardin

HAVAS CAFE - CANNES LIONS 21st JUNE 2012@domdelport

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