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« You only se e the stars in the dark… » Winston Churchill

« You only se e the stars in the dark… » Winston Churchill. Just saying « @#%§ the Crisis » won’t make it go away…!!!. The worse financial crisis in history… Will get worse before it gets better… There’s no denying it Advertising NOT a global panacea

gabrielle-moreau
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« You only se e the stars in the dark… » Winston Churchill

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  1. « You only see the stars in the dark… » Winston Churchill

  2. Just saying « @#%§ the Crisis » won’tmakeit go away…!!! • The worsefinancialcrisis in history… • Willgetworsebeforeitgetsbetter… • There’s no denyingit • Advertising NOT a global panacea • But, there are ways of dealingwithit!

  3. Cost-cutting, a short-term « non-solution »

  4. Increasing vs Decreasinginvestments • Maintaining orevenincreasinginvestmentscosts no more,and results in: • Higher S.O.V. • Higher S.O.H. • Higher S.O.M. • This has been proven in previous crises

  5. Increasing vs Decreasinginvestments « Save now, paylater » • Advertisersthatdisinvest in times of crisis have to spendmuch more afterwards • Times of crisis are also times of opportunity • Lots of documented proof

  6. Lots of documented proof* • « Is there a SilverLining to recession? (‘08) » • « AdvertisingduringRecession (‘99) » • « Consumers in the downturn » (‘08) • « Differentapproaches to recession marketing (‘08) » • « Targettingchanging consumer behaviour(‘08) » • Etc… *This intelligence, and more, isavailable to you …

  7. This is the word « Crisis », in Chinese… • opportunity

  8. « Crisis », in Chinese… Opportunity • opportunity Danger

  9. How to turn danger intoopportunity??? • (Cost-cutting is a short-term « non-solution ») • « The goal is not saving money, it’smakingmoney »

  10. Turning danger intoopportunity What are the 3 most important words for marketers, in times of recession?

  11. The 3 most important words: innovate innovate innovate

  12. The World's Top 5 Most Innovative Companies in 2008 • # 1 Google • # 2 Apple • # 3 Facebook • # 4 GE • # 5 Ideo • See more on: http://www.fastcompany.com/magazine/123/the-worlds-most-innovative-companies.html

  13. Back from the brink • Rememberwhen Nike was the onlygame in town, back in the 80’s? • Thingscouldn’tbeworse for adidas…

  14. Well, thingsgotmuchworse… They wereacquired by Bernard Tapie!

  15. Worse? EuropeanCup Winners, 1993: Marseilles 1- Milan AC 0

  16. No muchworse…!

  17. But luckily a saviourwas not far…

  18. Adidas alsoneeded to revive its soul…

  19. “Impossible is Nothing”

  20. “IMPOSSIBLE IS NOTHING“ “It’s our legacy, our mission and our challenge” Erich Stamminger, CEO adidas

  21. Innovation • Newproductlines • Newstylists • New agency • New campaign to give direction inside and outside the company.

  22. Innovating. Impossible vertical football

  23. World Cup 2006 GERMANY

  24. What Apple, adidas, GE and othersshare…. • A passion for innovation! • In times of severedifficulty, theysucceededbrilliantly… • In stormy times, theyweresafeharbours • Theyalwaysask « What if? », and « Why not? »

  25. What Apple, adidas, GE and othersshare…. • Theysucceed in times of crisis by building relationshipsbased on TRUTH TRUST

  26. Lessons to belearned? • So instead of (just) cost-cutting • « What if » there’snever been a better time to stimulatecreativethinking?

  27. Disruption… guaranteed to help yougenerate Innovativeideas!

  28. How Disruption works… A simple 3-step process: VISION DISRUPTION CONVENTION

  29. How Disruption works… CONVENTION • Conventions are the “rules” that define the market limits today. • They are the accepted wisdom of conventional thinking. • Conventions are literally what keep us “in the box”.

  30. How Disruption works… VISION • The Vision is a definition of what the new future for the brand couldbe.

  31. How Disruption works… DISRUPTION • The Disruption is the ideathatwillaccelerateour passage to the Vision, and stimulategrowth.

  32. In a Nutshell Conventional Marketing Disruptive Marketing Fights for incremental share of market Creates exponential share of the future

  33. Levels of Disruption

  34. NOW IS THE TIME! • There isnever a more vital time thannow!

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