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Insights Reports
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INDEX
05
Foreword
by Olivier Fleurot,
CEO, MSLGROUP
11
Creativity in a
technology enabled
world
by Pascal Beucler,
SVP & Chief Strategy
Officer, MSLGROUP
by Rishad Tobaccowala,
Chief Strategist,
Publicis Groupe
1. Capturing the
Spark
26
Sachin Karle
2. Train your
Creativity Muscle
28
Oana Bulexa
3. Creation Via
Constraint
31
Renee Wilson
4. Six Steps to
Planning Success
Benjamin Koe
MSLGROUP Asia (Singapore)
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7. Relevance is
of the Essence
34
8. Have the
Smarts for It
Narendra Nag
MSLGROUP India
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42
51
56
Ben Therrien
MSLGROUP North America
45
13. Is it Worth a
Tweet?
Patricia Albuquerque
MSLGROUP Espalhe (Brazil)
Alice Hu
MSLGROUP Asia
(China)
Nidhi Makhija-Chimnani
MSLGROUP
MSLGROUP
24
6. Custodians of
Collaboration
9. Purpose + People
for Performance
Penny Baxter
Salterbaxter MSLGROUP (UK)
Kim Piquet
MSLGROUP Italy
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36
Dominic Payling
MSLGROUP UK
MSLGROUP India
18
5. Intimacy of
Insights
15. Measurement
is your Best Ally
Allan Dib
MSLGROUP North America
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FOREWORD
Olivier Fleurot
CEO, MSLGROUP
@fleurot5
04
Pascal Beucler
SVP & Chief Strategy
Officer, MSLGROUP
@pbeucler
Relevance has a
deadline: it's now,
or never
Big data, smart
ideas: it's a datadriven world
Context-driven
Conversations are
the way to go
Yes, time is of the
essence, real-time PR
is the new norm.
| The Future of Creativity | WHAT "MAKING OUR CLIENTS' VOICE MATTER" ACTUALLY MEANS
05
Context-driven
Conversations are
the way to go
The insights today come from the
conversations that thousands or millions
of people have now, which we need to take
advantage of within minutes. It could be
called Contextual Conversation.
And, just like for computing sciences, it all starts with data, big data.
| The Future of Creativity | WHAT "MAKING OUR CLIENTS' VOICE MATTER" ACTUALLY MEANS
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| The Future of Creativity | WHAT "MAKING OUR CLIENTS' VOICE MATTER" ACTUALLY MEANS
07
In a nutshell, the next gen PR agency needs to cross all traditional boundaries, from strategy to activation, from marketing
to communications, from developing apps to telling stories that matter.
| The Future of Creativity | WHAT "MAKING OUR CLIENTS' VOICE MATTER" ACTUALLY MEANS
08
We must be more
aware
We must be
smarter
We must be
quicker
We must be more
responsive
of the impact of
technology on
everything from culture
to society and business.
in delivering
meaningful, relevant
Ideas, stories, content,
campaigns and
experiences.
to all stakeholders,
involving them in the
brands initiatives and
shaping the initiative in
response to their
feedback - whether they
share it with us or not.
| The Future of Creativity | WHAT "MAKING OUR CLIENTS' VOICE MATTER" ACTUALLY MEANS
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MATTER:
if it matters, it has to be of
importance, it is influential.
And it therefore needs to have
significance, sense and
meaning for the audience. This
is so important today, in a world
where the quest for meaning is
a pressing reality, particularly
for the numerous and crucial
Millennials' Generation.
VOICE:
it means we help our
clients have a voice in the
always-on conversation,
raise it when needed, be
heard and listened to. For
this to happen, we help them
generate the appropriate
content and spread it to
creatively engage with the
people and communities
that matter to them. And
creatively is not just an
adverb here: it's a
commitment.
We, MSLGROUP, are creating value for our clients by linking the power to make
oneself heard (through engagement) with the power to convince (through relevance).
| The Future of Creativity | WHAT "MAKING OUR CLIENTS' VOICE MATTER" ACTUALLY MEANS
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CREATIVITY IN A
TECHNOLOGY
ENABLED WORLD
Rishad Tobaccowala
Chief Strategist,
Publicis Groupe
@rishad
11
NEW TECHNOLOGY,
NEW DOTS
Traditionally the dots that
Brands have used to deliver
creative messages have combined
audio, videos, images and words.
These essential elements still
matter a great deal, but due to
advances in technology, we now
have three new dots.
These new dots are those of:
a) Mobility
b) Participation
c) API - the ability to create and build
messages utilizing application protocol
interface, such as linking to Instagram
photos or Google trend data
The key change that these new dots bring
about in Creativity is that they leverage
movement and motion on the part of the
consumer.
Mobility
Mobility allows for place-based relevance. Where we are is as
important as whom we are for ensuring relevant messages and
conversations. New companies that Publicis Groupe has invested in,
like Place IQ, can reveal where people are before and after a sale.
Participation
Similarly, due to the Peoples Network that social platforms make
possible, we can now be part of a Brands story in that we can
contribute to it, adapt it and pass it along. Today Facebook is the
largest distributor of not just peoples stories but professional
content driving more traffic to global content owners all around the
world. Increasingly, our Brand Stories are both influenced by and
distributed by people across social platforms. More and more
brands integrate consumer responses such as tweets into our
marketing materials.
API
Finally, APIs (Application Protocol Interfaces) allow for continuous
access to relevant data within our stories. Today we can tell a story
about Jazz and link to historic videos on YouTube or poems about
Jazz at Poetry.com and much more. There are layers within layers
within layers in story telling made possible by links and APIs.
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15 DRIVERS TO
ENGAGE CREATIVELY
IN 2015
A collection of views from
our experts in the field.
14
CAPTURING THE
SPARK
15
Ideas can come to anyone, anytime and anywhere. All you need is to be
completely prepared to receive it. This means:
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THE CONTEXT:
Reckitt Benckiser wanted bright young MBA students to
join them. Everyone is holding case study competitions,
so how do we stand out? Especially when the youth
preferred other big FMCG companies.How do we get RB
on par with the competition and get students to think of
us as a preferred employer?
THE INSIGHT:
Youth connects with the people who talk their
language. Check out the integrated campaign that we
created here.
Making of RB Mavericks
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Of all communication
disciplines, PR probably
needs creativity the most. Its
our daily routine and high
sense of spotting risk at
every corner that makes us
too down-to-earth, too afraid
to take chances.
Creativity doesn't always mean the big idea of the campaign, but also the small
ideas in each and every step of the campaign. Its in how you approach
journalists differently than ever before, how you engage opinion leaders and
consumers in an exceptional way, how you approach a media pitching
differently than before. We mustn't be afraid of small creativity if we want to
reach the big creativity.
Of all communication disciplines, PR probably needs creativity the most. Its
our daily routine and high sense of spotting risk at every corner that makes us
too down-to-earth, too afraid to take chances. But creativity is indeed about
taking chances, not about taking risks! So dont be afraid of creativity!
19
Being creative
No matter what your role in your organisation, keep
in mind a few things that will make everything
much easier and more rewarding:
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CREATION VIA
CONSTRAINT
Creative breakthroughs
are often a byproduct of
limitation. Embrace
your Constraints says
Renee Wilson
21
When recalling a big creative moment, the story will often be oversimplified
when actually there were many constraints that were overcome. In this case,
Lennon & McCartney were working on a Beatles album, they were under
pressure from the record company to deliver more three-minute hits and they
were on a tight deadline. Too much freedom can be creatively paralyzing,
constraint actually can be liberating, as it was in this case.
This theory that constraints enable creativity, probably will be challenged by
many. The majority may feel the climate of creativity can be crushed by setting
restrictions and limitations. No one wants to be told by a manager or a client
that they cant focus on a particular area as the company/brand team doesnt
like XYZ, or dont focus on this as were not supporting that area of
development, or dont consider putting resource here as our budgets wont
allow that etc. Isnt it tougher, they may argue, to work within all of these
pronounced constraints? After all, that might be the reason why we are not
coming up with the proverbial big idea, right?
Actually, thats probably not right. Studies and history show that the best ideas
are, more often than not, born out of constraints. Limitations can provide
opportunity and inspiration for courage.
Take for example, the great fashion designer Coco Chanel and her creation the
Little Black Dress (LBD). The popularity of the LBD can be attributed to the
limitations of the era at which it was introduced. The 1930s brought in the
Great Depression during which women desired affordable fashion as fine
clothing but the means to make clothes such as this were not as possible.
Chanel said, Thanks to me they (non-wealthy) can walk around like
millionaires. The dress was fashionable, yet comfortable and practical because
it was stripped of all excess. This classic fashion icon was created through fiscal
constraint.
Constraints give us a starting point to work witha problem to solve,
a challenge to overcome, or a client to please. The world is filled with
amazing possibilities derived from limited resources. Consider the fact that
every color in nature comes from just red, yellow and blue. Every pop song,
symphony and jingle starts with just twelve notes. In classic French cooking,
Chef Larousse taught us that the mirepoix is the basis for hundreds of sauces,
soups, stews and stocks and its made up of three simple vegetables: celery,
carrots, and onions. Constraints? Sure, but theyre a starting point for
seemingly endless creativity and possibility.
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1 *BufferSocial blog
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INTIMACY OF
INSIGHTS
26
If Id been sat in the audience of a conference and the same information had been
broadcast to me and my fellow delegates the speaker would have been lucky if Id
even noticed their presentation. Its why PR as a discipline has always been such a
powerful tool of communications building and conveying trust delivered
through the medium of relationships, usually painted in words, not in pictures.
A reduction in uncertainty
helps us to predict the
other's behaviour and
likely actions. This is
crucial to the development
of any relationship, and to
the success of the
communication. We trust
the person first then we buy
their message. We dont
buy the message first then
trust the person.
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CUSTODIANS OF
COLLABORATION
Collaboration is everywhere
Jeremy Rifkin, one of the most respected economists
of today, has just predicted the end of capitalism as
we know it within the next 50 years. It will evolve into
a new sharing economy.
We share rides with strangers we just met online,
co-fund projects we are excited about, sleep on
foreign couches for free to have a more local
experience and share open work spaces with fellow
freelancers.
On our business side, there is a boom of online
crowdsourcing platforms that we at MSLGROUP Italy
use to supply content to some of our clients events,
with great success.
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Its a new way to do things. And it impacts every aspect of our society.
Including the way we work.
Lets do a quick exercise: think of the last time you executed an idea
for a client that was 100% yours. Chances are, you cant remember.
Ideas, at least the really good and strong ones, are the fruits of
brainstorms and collective insights.
But internal brainstorms are not enough anymore, because more and
more often, these ideas are subject to external interpretation. In
reality people have always interpreted ideas and formulated their own
opinion about it, but with the exponential growth of social media,
these opinions are now posted and discussed online and influence
varying degrees of positive and negative outcomes.
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RELEVANCE IS OF
THE ESSENCE
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4. Tie in Location
As location-based services improve and
proliferate, location-based engagement is a
growing area where brands can engage
creatively.
People are constantly connected on multiple
devices laptops, mobile phones, wearable
tech, smart home appliances and so on.
Brands that can identify the right moment
and place to target people with the right
message, create opportunities to win. Asics
recent We are Marathoners campaign is a
brilliant example. A sponsor of the NYC
Marathon, Asics used 3D printing to create
minimarathoner.com
| The Future of Creativity | 7. RELEVANCE IS OF THE ESSENCE
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PURPOSE+PEOPLE
FOR PERFORMANCE
Purpose and Creativity share a
mutually beneficial relationship,
our sustainability expert Penny
Baxter reveals.
36
change the way we live, think and work, and we may just make it to the
year 3000.
37
Authenticity is Key
38
10
FOR MOBILE,
BY MOBILE
39
From the start, our creative ideas, strategy, stories and content are
being formulated through the PC medium for a mobile viewership.
Instead of resizing PC
content for mobile,
we must start to explore
creativity within the mobile
space to truly create better
content.
We must think about the user
experience on a smartphone
or another mobile device.
40
Ikeas PS 2014 catalog on Instagram, and a glimpse of one of the nine tiles.
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Curiosity
Albert Einstein said, I have no special talents. Im only passionately
curious.
While he may have been downplaying his abilities ever so slightly,
hes completely correct in that those abilities would have
generated nothing without an insatiable curiosity.
Curiosity causes us to question the brief, question the consumer
segment, and question everything we know about a project or
problem until we believe it, because its only when we have fully
bought in that greatness can begin.
Courage
Courage is a simple trait, but it takes work. Courage is the difficult
path. Courage is late hours and uncomfortable conversations.
Without courage, great thinking is just thata thought. It is
courage that puts the approach on paper, courage that brings it
before the client with passion and confidence, and courage that
brings it to life in all of its fantastic glory. We could all stand to be a
bit more courageous.
43
Greatness
As I said, great thinking can be brought to life in an
infinite number of forms.
With technology and consumer consumption habits
changing, so are our abilities and options to bring great
thinking to life. From content to influencers to
emerging social platforms, where we plant the seed of
our great idea is just as important as the idea itself.
As the lines between marketing disciplines blur, were
amazingly well positioned to take our inherent
understanding of earned message delivery, specifically
the ability to craft a story that people will want to hear
versus be forced to hear, and use that to develop
vibrant work thats as interesting as it is entertaining.
Greatness is waiting for us.
Its out there in the ether ready to be harnessed and
brought to life. All we need is a little curiosity and a
dash of courage
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13
IS IT WORTH A
TWEET?
48
In a conversation between
two people, what guarantees
that one will understand
exactly what the other said
and more importantly,
respond in the way in which
the other wants them to?
Theres no 100% certainty.
Forget digital and think about our offline lives for a moment: in a
conversation between two people, what guarantees that one will
understand exactly what the other said and more importantly,
respond in the way in which the other wants them to? Theres no 100%
certainty. If it doesnt occur in a personal interaction, face-to-face, how
can we expect it to be true through a computer or smartphone screen?
To increase the chances of success, we can work on a combination of
passion and process.
There are different ways to achieve this. Through monitoring and
learning, we understand that its not about creating an idea and then
working on a strategy to spread it. Its about developing concepts that
have in and of themselves the potential to be shared.
Lets read the classics: the MacBook air launch, for example. If the
story was about technological features and beautiful design, it wouldnt
have had half the appeal. In fact, the gadget was deprived of its hard
drive what may seem obvious today, but probably wasnt during its
development in order to make it the worlds thinnest notebook. It was
not a product, it was a headline. PR intelligence was evident from the
beginning. Apple relied on uniqueness, boldness and creativity as the
subjects of conversation instead of relying on forgettable press
releases, tactic activations and paid media waves.
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ORGANISING FOR
REAL-TIME
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Everybody knows Oreos Daily Twist: a 100day campaign celebrating its 100th birthday.
Each day, the brand produced a message
echoing current events and broadcast it on
social networks. A fine display of real-time
communication which resulted in a 110%
increase in conversations between the brand
and its fans over social networks.
Tide - Nascar
| The Future of Creativity | 14. ORGANISING FOR REAL-TIME
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15
MEASUREMENT IS
YOUR BEST ALLY
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I think this fear of failure is either due to the lack of clarity in what they are
being measured against, or that the objectives change between the
briefing and the time they are measured.
How many times have we heard the client ask for something (e.g. a fun
video that will generate some buzz about our brand) only to measure us
against something completely different (e.g. increase in sales)?
We need to work closer with our clients to clearly understand the objectives
and make sure that we understand what we are being measured against,
before we start working on a client project.
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Did it change
how they feel/
think about us?
Efficiency
Effectiveness
Exposure
Engagement
Impressions
Traffic sources
Eyeballs
Click through
Coverage
Opens
Attitudinal Changes
Awareness
Consideration
Purchase Intent
Downloads
Perception Changes
Reputation
Did it achieve
the desired
objective?
Outcome
Behavior
Sales
Share price
Reputation
Sales calls
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Nidhi Makhija-Chimnani
Director Research & Insights,
MSLGROUP
@nidhimakhija
| The Future of Creativity | BONUS! 15 TIPS FOR PR PROFESSIONALS TO UNLOCK THE CREATIVITY IN PR
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Be Daring.
1
15 TIPS
FOR PR PROFESSIONALS
TO UNLOCK
THE CREATIVITY IN PR
BEBeCURIOUS.
Different.
Be
Human.
3
Push yourself
beyond dull,
beyond ordinary.
Strive for
extraordinary.
be inventive.
BE PROUD.
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7 Be Present.
You cant win if you dont even try. Dont checkmate yourself.
8 Be Open.
Things are changing. Embrace change and new approaches.
9 Be Alert.
Sparks of ideas and trends are all around us. Become bloody
quick at making connections and acting on them.
10 Be Pioneering.
The ideas and approaches you need to come up with probably
havent been done before. Present them anyway.
11 Be Presumptuous.
You dont always have to wait for the brief. Share your ideas
and solutions, even when none were asked for.
12 Be Agile.
Change requires new ways of doing things. Work around the
way things are to get to the way things should be.
13 Be Confident.
Raise your hand, share your thoughts, stand by your idea. If
you believe in yourself, others will too.
14 Be Persistent.
Navigate through the feedback. Learn when to stick to your
original idea and when to shape it along the way.
15 Be Respectful.
We are experimenting with new technology, data and
communications in a diverse connected world. Respect the
people you are engaging with. Make sure it shows.
The one thing this industry needs more than anything else is
good PR about its creative success.
Have we missed out on something? Tell us on Twitter, with the
hashtag #mslcreativity2015 or by mentioning @PeoplesLab
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