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The Next Big Thing:
A New Value Framework for Creative Businesses
#SPOTinteractive | @agatheg @bbhlabs | 01.05.14
“How do you design and develop interactive
media experiences that reach new audiences
and create new branding opportunitie...
“How do you design and develop interactive
media experiences that reach new audiences
and create new branding opportunitie...
A creative business?
Pure Creativity vs. Applied Creativity
Pop Art according to Richard Hamilton
‘Low Cost, Big Business’
Just what is it that makes today’s homes so different, so a...
‘Creative Selling’
The definition of advertising
“Out of this absurd, crazy process pops a
brilliant thought: that’s where magic
emerges. Of course no one wants to
believe...
The Value of Creativity
The Million Dollar Question?
The Value of Creativity
Not really
Effectiveness
Awards 2012
+ =
A (new) framework for creative businesses
Business as
Objective
A (new) framework for creative businesses
Business as
Objective
Creativity as
Strategy
A (new) framework for creative businesses
High Performance Creativity
Business as
Objective
Creativity as
Strategy
Connect...
Four (new) types of creative ideas
To inspire growth and business
1.  Data-led ideas
2.  Networked ideas
3.  Shop-able ide...
Four (new) types of creative ideas
To inspire growth and business
1.  Data-led ideas
2.  Networked ideas
3.  Shop-able ide...
Data Visualization
The latest art form
Netflix
House of Cards
Audi
The Dashboard
Four (new) types of creative ideas
To inspire growth and business
1.  Data-led ideas
2.  Networked ideas
3.  Shop-able ide...
Lego
Gaming and film franchises
Refuge
Lauren Luke
Four (new) types of creative ideas
To inspire growth and business
1.  Data-led ideas
2.  Networked ideas
3.  Shop-able ide...
Net-A-Porter
‘A fashion magazine that sells’
British Airways
Picture Your Holiday
Four (new) types of creative ideas
To inspire growth and business
1.  Data-led ideas
2.  Networked ideas
3.  Shop-able ide...
Borrow My Doggy
Dog win, Dog owner win, Dog lover win
Autographer
From retirement homes to festivals
High Performance Creativity
New types of ideas that sell
1.  Data-led ideas
2.  Networked ideas
3.  Shop-able ideas
4.  Wi...
Thank you
#SPOTinteractive | @agatheg @bbhlabs | 01.05.14
A New Value Framework for Creative Businesses - BBH Labs at SPOT Conference 2014
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A New Value Framework for Creative Businesses - BBH Labs at SPOT Conference 2014

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A talk given by Agathe Guerrier, Head of BBH Labs in London, at SPOT conference in Aarhus in May 2014, outlining a point of view on new types of ideas that can drive growth for creative businesses.

Veröffentlicht in: Marketing, Technologie, Business

A New Value Framework for Creative Businesses - BBH Labs at SPOT Conference 2014

  1. 1. The Next Big Thing: A New Value Framework for Creative Businesses #SPOTinteractive | @agatheg @bbhlabs | 01.05.14
  2. 2. “How do you design and develop interactive media experiences that reach new audiences and create new branding opportunities with new ways of doing business in mind?”
  3. 3. “How do you design and develop interactive media experiences that reach new audiences and create new branding opportunities with new ways of doing business in mind?”
  4. 4. A creative business? Pure Creativity vs. Applied Creativity
  5. 5. Pop Art according to Richard Hamilton ‘Low Cost, Big Business’ Just what is it that makes today’s homes so different, so appealing? 1956
  6. 6. ‘Creative Selling’ The definition of advertising
  7. 7. “Out of this absurd, crazy process pops a brilliant thought: that’s where magic emerges. Of course no one wants to believe it’s so random, but it is. Now I can hear the corporate minds saying: ‘But if it is so random and unpredictable, how can a creative business operate as a business?’ This is not an unreasonable question, to which my answer is ‘With great difficulty’.”
  8. 8. The Value of Creativity The Million Dollar Question?
  9. 9. The Value of Creativity Not really Effectiveness Awards 2012 + =
  10. 10. A (new) framework for creative businesses Business as Objective
  11. 11. A (new) framework for creative businesses Business as Objective Creativity as Strategy
  12. 12. A (new) framework for creative businesses High Performance Creativity Business as Objective Creativity as Strategy Connectedness as New Framework
  13. 13. Four (new) types of creative ideas To inspire growth and business 1.  Data-led ideas 2.  Networked ideas 3.  Shop-able ideas 4.  Win Win Win ideas
  14. 14. Four (new) types of creative ideas To inspire growth and business 1.  Data-led ideas 2.  Networked ideas 3.  Shop-able ideas 4.  Win Win Win ideas
  15. 15. Data Visualization The latest art form
  16. 16. Netflix House of Cards
  17. 17. Audi The Dashboard
  18. 18. Four (new) types of creative ideas To inspire growth and business 1.  Data-led ideas 2.  Networked ideas 3.  Shop-able ideas 4.  Win Win Win ideas
  19. 19. Lego Gaming and film franchises
  20. 20. Refuge Lauren Luke
  21. 21. Four (new) types of creative ideas To inspire growth and business 1.  Data-led ideas 2.  Networked ideas 3.  Shop-able ideas 4.  Win Win Win ideas
  22. 22. Net-A-Porter ‘A fashion magazine that sells’
  23. 23. British Airways Picture Your Holiday
  24. 24. Four (new) types of creative ideas To inspire growth and business 1.  Data-led ideas 2.  Networked ideas 3.  Shop-able ideas 4.  Win Win Win ideas
  25. 25. Borrow My Doggy Dog win, Dog owner win, Dog lover win
  26. 26. Autographer From retirement homes to festivals
  27. 27. High Performance Creativity New types of ideas that sell 1.  Data-led ideas 2.  Networked ideas 3.  Shop-able ideas 4.  Win Win Win ideas
  28. 28. Thank you #SPOTinteractive | @agatheg @bbhlabs | 01.05.14

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