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Prosumers Are Vital to the Development
of Creative Business Ideas
By understanding what matters to
members of this group, the trends
theyʼre driving, and their changing
attitudes and behaviors, we are
able to forecast how mainstream
consumers will change in coming
months and years.
ʻControlled rebellionʼ &
movements of the
Middle Class turns daily tasks into experiences
Find Your Prosumers
All consumers are not created equal.
By developing a way to identify and segment
a categoryʼs or brandʼs most inﬂuential
Lesson customers, strategists can make highly
Learned informed decisions based not on where
markets are now but on where theyʼre headed.
For our agency network and our clients,
Prosumers are a window to the future.
The fact that anyone, anywhere, can
create the next Internet sensation that
goes viral through social channels,
creates an environment where brands
have to push further and more
deliberately into world culture.
— Rahul Sabnis, Executive Creative Director, Euro RSCG New York
Get the Buzz Going
The power of viral marketing lies not in
building buzz but in making consumers
feel more deeply connected to the brand.
The best campaigns offer a sense of
ownership that ties consumers in emotionally
and makes them feel they have a genuine
stake in the brandʼs success.
Creative Collaboration is Vital in
the Intangibles Economy
“ In another era, a nation’s most
valuable assets were its natural
resources—coal, say, or amber waves
of grain. But in the information
economy of the 21st century, the most
priceless resource is often an idea,
along with the right to profit from it.
—International Herald Tribune
Cast Your Net Far and Wide
Todayʼs demand for constant innovation
requires a mix of collaborative contributors
who can shake things up and deliver
Lesson together more than any one of them is
Learned capable of delivering alone. That makes it
vital to cast a wider net and bring in more
thinkers, partners, and outside inﬂuences.
That applies to companies and agencies. And it
applies to brands.
The new consumers are ready to play the “brand
game” to the full, which means that simple,
unidirectional, repetitive communication is over
for them. Precisely because they are closer to
brands and understand them and their role, they
want brands to do their job: keep in touch, keep
alive, keep being meaningful, keep making a
difference, keep the entertainment up, be a
—Juan Rocamora, Chairman, Euro RSCG Asia Paciﬁc
Make It Meaningful
It is our job as marketers to help clients
understand the triggers that will be most
successful in attracting customers and building
Lesson brand loyalty. In this new era, these triggers are
Learned connected not to the outdated archetypes
of hyperconsumption but to the traditional
values people have begun to crave, including
community, simplicity, sustainability, and
A new brand is all promise and vision. Then a
market develops and the brand builds trust by
delivering on its promises. But the natural cycle
of brands means that, left alone, it cannot
maintain momentum. In the absence of
innovation and dynamism, it ceases to
meet the needs of its customers.
Brands require tending;
a static brand is a dying brand.
—Naomi Troni, Global CMO, Euro RSCG Worldwide
To retain and gain market share in any
category requires constant innovation and
repositioning (sometimes subtle, sometimes
Lesson major), building on peopleʼs trust while also
Learned relentlessly pushing the brand forward in
new and fresh ways.
In this new environment, “business as
usual” leads only one place: a dead end.
Donʼt Let Your Brand Be Boxed In
Rather than cling to old business
models, constantly reassess what
category youʼre in, whom your target
Lesson customers can and should be, and how
Learned you should be conducting business.
This will keep you a step ahead, always
moving forward rather than scrambling to
follow the lead of upstart competitors.
The technological revolution has fragmented
audiences and made it extremely difﬁcult for
brands to reach their targets. This has forced
brands to interact, to engage further with their
audiences, to deliver experience, to focus on
building loyalty with their current customers—in
other words, to produce a more valuable and
involving content beyond what their
products and messages were
—Christian de La Villehuchet, CEO, Euro RSCG Europe
Utilize Your Inner ʻLast Heroʼ
… or where thereʼs a will, thereʼs a way
Never be limited by the tools at hand and what
others already have done. In emerging markets
especially, reaching a target through existing
channels may not be possible. If a
communications channel doesnʼt exist, invent it.
If the brand clutter seems impenetrable, ﬁnd
a way to get consumers to come to you.
This is the golden age of advertising for
those with the creativity and drive to make
To make a difference there had
to be one message, and
everyone had to own it.
—David Jones, Global CEO, Havas and Euro RSCG Worldwide
Donʼt Be Afraid to Cede Control
The rock-solid divisions that used to exist within
the corporate world are crumbling. Businesses
are learning that collaboration and sharing can
earn beneﬁts unattainable under a traditional
More and more weʼll see that the strength of
a creative idea lies not in how well it can be
controlled but in how widely and rapidly it
can be shared.
For marketers, itʼs no longer a question of
whether to use social media, but how and to
what extent. Being part of the social
conversation is essential in every
consumer-facing category. No one can say
with certainty how social media will evolve over
the next 10 or 20 years, but we know for sure
that it will be critical to the propulsion and
trajectory of our most brilliant ideas.
Get There First
A passion for innovation and how we build
and drive it into organizations has served
us and our clients well. Some of the
most proﬁtable Creative Business
Ideas involve an element of the
unknown—a leap of faith and the
courage to do something that has
never been tried before. Itʼs how we
make good on our promise to get clients
to the Future First.