Transcript
Page 1: Mark Hancock, Planning Director, The Real Adventure Unlimited

CREATIVITY AND ROI!!

Mark Hancock #dmaZEDTalks @holycow

in 15 minutes…

Page 2: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

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

Page 3: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

What is an idea?!! !

Page 4: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

Page 5: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

CARS

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

JWT/Tracey Follows 2013

Page 6: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

INTERNET LESS POPULAR

MORE POPULAR

LESS POPULAR

MORE POPULAR

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OTHERWISE IT’S JUST AN OBSERVATION!

Mark Hancock #dmaZEDTalks @holycow

Old things in a new way

New things in an old way or

There are definitions:

Page 8: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

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

Page 9: Mark Hancock, Planning Director, The Real Adventure Unlimited

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

Page 10: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

Basket ball?

What’s the ROI of a….

Page 11: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

KOBE = $220m

Page 12: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

Piano?

What’s the ROI of a….

Page 13: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

ELTON = $400m

Page 14: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

Camera?

What’s the ROI of a….

Page 15: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

ANNIE = $20m

Page 16: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

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:

Page 17: Mark Hancock, Planning Director, The Real Adventure Unlimited

1. Where do they come from?

Mark Hancock #dmaZEDTalks @holycow

Page 18: Mark Hancock, Planning Director, The Real Adventure Unlimited

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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Mark Hancock #dmaZEDTalks @holycow

John Hegarty

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

There is hard work…

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2. How do we know if we’ve had one?

Mark Hancock #dmaZEDTalks @holycow

Page 21: Mark Hancock, Planning Director, The Real Adventure Unlimited

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’

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3. What is their value?

Mark Hancock #dmaZEDTalks @holycow

Page 23: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

Basket ball?

Remember this?

Page 24: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

Indifference is the enemy of marketing expenditure

A provocation:

Page 25: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

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

Jon Leach 2011.

‘Potent’ ads live longer:

Page 26: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

Ads that win awards are 11 times more effective.

IPA 2010

They deliver value:

Page 27: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

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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Mark Hancock #dmaZEDTalks @holycow

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

16 months

IPA VOLUME 21

Sustained over time:

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Mark Hancock #dmaZEDTalks @holycow

IPA 2013

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

Peter Field

Efficacy has been proved:

Page 30: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

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

Page 31: Mark Hancock, Planning Director, The Real Adventure Unlimited

Gaius Cilnius Maecenas Carlo de Medici

Vincenzo Giustiniani

Mark Hancock #dmaZEDTalks @holycow

Patronage:

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Mark Hancock #dmaZEDTalks @holycow

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Mark Hancock #dmaZEDTalks @holycow

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Mark Hancock #dmaZEDTalks @holycow

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Mark Hancock #dmaZEDTalks @holycow

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Mark Hancock #dmaZEDTalks @holycow

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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

Page 38: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

5. What might stop us?!! !

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Mark Hancock #dmaZEDTalks @holycow

“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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Mark Hancock #dmaZEDTalks @holycow

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

A correlation:

Page 41: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

80% MEDIA

10% 10% PRODUCTION AGENCY FEE

WHY ????

What value does procurement bring at this point?

Page 42: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

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

JULY 2010

WTF??????

Page 43: Mark Hancock, Planning Director, The Real Adventure Unlimited

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:

Page 44: Mark Hancock, Planning Director, The Real Adventure Unlimited

Mark Hancock #dmaZEDTalks @holycow

THANK YOU


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