mark hancock, planning director, the real adventure unlimited

CREATIVITY AND ROI!!

Mark Hancock #dmaZEDTalks @holycow

in 15 minutes…

Mark Hancock #dmaZEDTalks @holycow

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

Mark Hancock #dmaZEDTalks @holycow

What is an idea?!! !

Mark Hancock #dmaZEDTalks @holycow

Mark Hancock #dmaZEDTalks @holycow

CARS

What’s the Greatest Idea of the last 100 years?

JWT/Tracey Follows 2013

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INTERNET LESS POPULAR

MORE POPULAR

LESS POPULAR

MORE POPULAR

OTHERWISE IT’S JUST AN OBSERVATION!

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Old things in a new way

New things in an old way or

There are definitions:

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

Mark Hancock #dmaZEDTalks @holycow

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

Mark Hancock #dmaZEDTalks @holycow

Basket ball?

What’s the ROI of a….

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KOBE = $220m

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Piano?

What’s the ROI of a….

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ELTON = $400m

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Camera?

What’s the ROI of a….

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ANNIE = $20m

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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?

Better questions:

1. Where do they come from?

Mark Hancock #dmaZEDTalks @holycow

Mark Hancock #dmaZEDTalks @holycow

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 are techniques…

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John Hegarty

“An idea is a thought or plan formed by mental effort”

There is hard work…

2. How do we know if we’ve had one?

Mark Hancock #dmaZEDTalks @holycow

Mark Hancock #dmaZEDTalks @holycow

1)  Appears suddenly 2)  Can be processed smoothly 3)  Elicits positive affect 4)  It appears to be true

There is actual science: The ‘AHA Moment’

3. What is their value?

Mark Hancock #dmaZEDTalks @holycow

Mark Hancock #dmaZEDTalks @holycow

Basket ball?

Remember this?

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Indifference is the enemy of marketing expenditure

A provocation:

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Successful ideas stick in the mind longer. They have slower decay rates.

Jon Leach 2011.

‘Potent’ ads live longer:

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Ads that win awards are 11 times more effective.

IPA 2010

They deliver value:

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Over 2 years, advertising in the UK for John Lewis generated £261m

incremental revenue

IPA VOLUME 21

A lot of value:

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In China, advertising for Dove generated £25.5m incremental revenue over

16 months

IPA VOLUME 21

Sustained over time:

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IPA 2013

"Creatively awarded campaigns are a more reliable investment - they achieve greater effectiveness levels”

Peter Field

Efficacy has been proved:

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

Gaius Cilnius Maecenas Carlo de Medici

Vincenzo Giustiniani

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Patronage:

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Mark Hancock #dmaZEDTalks @holycow

Mark Hancock #dmaZEDTalks @holycow

Mark Hancock #dmaZEDTalks @holycow

Mark Hancock #dmaZEDTalks @holycow

Mark Hancock #dmaZEDTalks @holycow

“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

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5. What might stop us?!! !

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“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:

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

A correlation:

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80% MEDIA

10% 10% PRODUCTION AGENCY FEE

WHY ????

What value does procurement bring at this point?

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

JULY 2010

WTF??????

Mark Hancock #dmaZEDTalks @holycow

‘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.’

Ted Levitt nails it:

Mark Hancock #dmaZEDTalks @holycow

THANK YOU