the new advertising agency
TRANSCRIPT
The New Advertising AgencyIntroducing the DEFg canvas:
a creative process to regain leadership amongst Brands
Sergi Manaut [email protected] Carlos Perez [email protected]
Will Nicholls, Managing Partner, Saatchi & Saatchi, UK
“Traditionally, agencies have created value for their clients through better and different communications.
But brand behavior can now come to life in digital products, services, and experiences.”
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TO LEAD BRANDS AGAIN, ADVERTISING AGENCIES NEED TO ADDRESS
TODAY'S BRANDCHALLENGES AND OPPORTUNITIES
Providing value and meaning in each communication
Leveraging brand growth amid growing chaos
Aligning with change in people’s values, needs, behavior
Filling the space left by collapsing traditional media
BRAND CHALLENGES AND OPPORTUNITIES
Introducing the DEFg Canvasa 4 Dimension Creative Process
to help teams explore and leverage brand expression opportunities
D: Deepen to interact and engage
E: Expand the brand value
F: Foresee and align to near-term
g: Gravitate people around conversations
DEFg CANVAS: THE 4 DIMENSIONS
Greg Satellformer CEO KP Media, Forbes
“…ad agencies need to innovate their business model and redefine how they create, deliver and capture value.”
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DEEPEN: EACH BRAND’S COMMUNICATION
MUST INCLUDE AN ENGAGEMENT PROPOSAL.
EXPAND: COMMUNICATIONS HAVE TO ADD VALUE TO THE CONSUMER, INCREASING BRAND'S PREFERENCE.
FORESEE: THE PROPOSAL SHOULD BE ALIGNED WITH
NEAR-TERM SCENARIOS (VALUES, BEHAVIOR).
GRAVITATE: DELIVERED CONTENT AND EXPERIENCES
MUST HAVE CONVERSATIONAL VALUE.
Tim WilliamsFounder, Ignition Group
“The best agencies are purpose maximizers, not just profit maximizers”
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CASE STUDYNivea Sun Kids: The campaign's main goal was to win new
consumers. The message should reinforce the product's main attribute, protection, and create value.Agency: FCB Brasil. 2014 Cannes Innovation Lion winner.
THE CAMPAIGN EXECUTION:TRACK YOUR KID WITH YOUR MOBILE AND NIVEA
DEFg TESTThe Nivea campaign complies exceedingly well
in all four DEFg Dimensions
DEEPEN: THE AD ENGAGED 90% OF THE AUDIENCE
EXPAND: "SUN PROTECTION" TO "PROTECTION"
FORESEE: APPS IN CHARGE OF EVERYDAY CONCERNS
GRAVITATE: VALUABLE ADVICE AMONG PEERS
DEFg CANVASA TOOL TO LEAD BRAND RELATIONSHIPS AGAIN
Tom Goodwin, senior VP-strategy and innovation, Havas Media
“…we understand people, brands, technology, we solve problems, and we generate amazing ideas...
this is the time to think big, take risks… and lead our clients to a prosperous future.”
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Sergi Manaut [email protected] Perez [email protected]