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.

1. The Next Big Thing:
A New Value Framework for Creative Businesses
#SPOTinteractive | @agatheg @bbhlabs | 01.05.14

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. “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?”

5. A creative business?
Pure Creativity vs. Applied Creativity

6. Pop Art according to Richard Hamilton
‘Low Cost, Big Business’
Just what is it that makes today’s homes so different, so appealing? 1956

7. ‘Creative Selling’
The definition of advertising

8. “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’.”

9. The Value of Creativity
The Million Dollar Question?

10. The Value of Creativity
Not really
Effectiveness
Awards 2012
+ =

11. A (new) framework for creative businesses
Business as
Objective

12. A (new) framework for creative businesses
Business as
Objective
Creativity as
Strategy

13. A (new) framework for creative businesses
High Performance Creativity
Business as
Objective
Creativity as
Strategy
Connectedness as
New Framework

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. 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

16. Data Visualization
The latest art form

17. Netflix
House of Cards

18. Audi
The Dashboard

19. 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

20. Lego
Gaming and film franchises

21. Refuge
Lauren Luke

22. 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

23. Net-A-Porter
‘A fashion magazine that sells’

24. British Airways
Picture Your Holiday

25. 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

26. Borrow My Doggy
Dog win, Dog owner win, Dog lover win

27. Autographer
From retirement homes to festivals

28. 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

29. Thank you
#SPOTinteractive | @agatheg @bbhlabs | 01.05.14