The document discusses creative business ideas (CBIs) and their importance. It provides definitions of a CBI, noting that they are transformational, change business strategy, and drive profitable growth. CBIs have become central to the identity and success of Euro RSCG since 2000. The rest of the document outlines lessons learned from 10 years of CBIs, including finding prosumers to identify future trends, creating buzz around ideas to drive engagement, collaborating widely to deliver more, making ideas meaningful to consumers, constantly innovating to maintain momentum, thinking beyond traditional categories, overcoming limitations through creativity, embracing social media, and being first to market with new concepts.

2. The Creative Business Idea
Stop thinking that advertising
is about ads. It isnʼt.
Itʼs about brilliantly integrated
creative ideas. In 2000 Euro
introduced the ʻCBIʼ to Cannes.

3. The Creative Business Idea
What exactly is a
Creative Business Idea or CBI?
From the outset we wanted to
distinguish CBIʼs from plain old
good ideas.

4. The Creative Business Idea
A Creative Business Idea…
Is Transformational
Changes Business Strategy
Drives Profitable Growth

5. The Creative Business Idea
Since 2000, CBIʼs have become
the mantra, mission, and mark of
distinction of Euro RSCG.

6. The CBI Process

7. The cases in The Creative Ideas Book
are arranged according to five areas of focus:

8. Unleashing Human Viruses

9. Unleashing Human Viruses
Reinvigorating Businesses and Brands

10. Unleashing Human Viruses
Reinvigorating Businesses and Brands
Thinking Bigger Than the Business

11. Unleashing Human Viruses
Reinvigorating Businesses and Brands
Thinking Bigger Than the Business
Targeting the New Consumer

12. Unleashing Human Viruses
Reinvigorating Businesses and Brands
Thinking Bigger Than the Business
Targeting the New Consumer
Compelling Change

13. The Creative Business Idea
Each case is centered on one
single component:
a core idea so powerful it creates a
better future for the business or
the brand.

14. Lessons Learned from:
TEN YEARS OF BREAKTHROUGH THINKING

15. 1 Find Your Prosumers

16. Find Your Prosumers

17. 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.

18. Tracking the Prosumer

19. Russian Prosumers: Luxury

20. Russian Prosumers
ʻControlled rebellionʼ &
pseudo-alternative
movements of the
younger generations

21. Russian Prosumers
Middle Class turns daily tasks into experiences

22. 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.

23. 2 Get the Buzz Going

24. Get Consumers on Board

25. Give Them Something to Talk About

26. “
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

27. the buzz about desire

28. 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.
Lesson
The best campaigns offer a sense of
Learned
ownership that ties consumers in emotionally
and makes them feel they have a genuine
stake in the brandʼs success.

29. 3 Cast Your Net Far & Wide

30. 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

31. Build Collaborative Partnerships

32. Who says strong canʼt be beautiful

33. 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.

34. 4 Make It Meaningful

35. The Search for Substance

36. Dulux: “Letʼs Color”

37. Letʼs Colour

38. “
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
good citizen.
—Juan Rocamora, Chairman, Euro RSCG Asia Pacific

39. 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
rootedness.

40. 5 Keep Moving

41. Electric Typewriter, Meet the Mac

42. “
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

43. Brand Momentum

44. Goodbye, Nursing Homes; Hello, Nightclubs

45. Are you gellinʼ ?

46. Are you gellinʼ ?

47. Keep Moving
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.

48. 6 Donʼt Let Your Brand
Be Boxed In

49. Going, Going…

50. Think Bigger

51. Think Bigger

52. Generally speaking, the
broader the brand territory,
the more room there is
for a brand to grow.

53. Evian: “Live Young”
EVIANʼS “WE
WILL ROCK
YOU” SINGLE
SOLD 600,000
COPIES
WORLDWIDE

54. Waterboy

55. 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.

56. 7
Where thereʼs a will, thereʼs a way

57. The Golden Age of Advertising?

58. “
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
traditionally delivering.
—Christian de La Villehuchet, CEO, Euro RSCG Europe

59. Mortein: “Modern-Day Ramayana”

60. 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
Lesson
channels may not be possible. If a
communications channel doesnʼt exist, invent it.
Learned
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
it so.

61. 8 Donʼt Be Afraid to
Cede Control

62. Collaboration Over Control

63. TckTckTck: Campaign for Climate Justice

64. Tck Tck Tck

65. “
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

66. 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
Lesson
earn benefits unattainable under a traditional
structure.
Learned
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.

67. 9 Be Social

68. Everyone Connected

69. Share This

70. Be Social
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
Lesson
consumer-facing category. No one can say
Learned
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.

71. 10
Get There First

72. Essa. How we got there first
The first pre-party beer built on the
anticipation emotional territory

73. Beer for anticipation

74. 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
Lesson
Ideas involve an element of the
Learned
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.

75. www.creativebusinessidea.com
Lesson
Learned
facebook.com/eurorscgmoscow

76. cheers