Advertising, Big Ideas & The Power of Participation Simon Clemmow

Advertising, Big Ideas & the Power
of Participation
Simon Clemmow
Advertising, Big Ideas
& the Power of Participation
Simon Clemmow
Co-Founder, CHI & Partners
Spring 2009
Preface
• Creating the brand idea is the basis

of all brand communication
– How that big idea is generated and integrated
into a comprehensive and coherent programme
of branded communication is a core area
of brand management
1. Behind every successful brand

there’s a big idea
The screen versions of these slides have full details of copyright and acknow ledgements
of Participation
Simon Clemmow
What I mean by a ‘big idea’
Advert ising
Big idea
Oth er br and
co mm unicatio n
BRAND
Brand dev elopm ent
Busin ess b eh avio ur
Tesco is a good example
“Ev er y little h elp s”

adv ert ising
Making
shopping
easier
of Participation
Simon Clemmow
Tesco is a good example
“Ev er y little h elp s”

Adv ertising
Making In-sto r e d ev elop m ent

shopping
easier Valu e rang e
Club card
Tesco.co m
Staff t raining
A simple test of a big idea

Extern ally
Does it work
And here ?
here?
Tod ay Tomo rro w
And And here ?

here?
Intern ally
8
2. Where big ideas come from:

product truth
of Participation
Simon Clemmow
Big ideas timeline
The 4Ps:
Product
Place
Price
Promotion
’50s ’60s ‘70s ’80s ’90s ’00s
10
11
12
of Participation
Simon Clemmow
Product interrogation
• “Products often just seem identical;
When an agency turns loose a group of qualified scientists,
when broad-scale, open-ended research and testing
are started, it is astonishing how many radical differences
come swimming to the top – differences either in the product,
or in the use of the product,
which had not been suspected before”
• “When this happens, the USP is often startling
in its selling power”
Rosser R eeves: ‘Realit y In Ad vert ising ’ ( 1961)

13
Big ideas timeline
The 4Ps Pro du ct

truth
The U SP
’50s ’60s ‘70s ’80s ’90s ’00s
14

consumer insight
15
of Participation
Simon Clemmow
A new approach to research
“The most important contribution that research can make

to increasing the selling effectiveness of advertising
is at the planning stage before anyone has even begun
to think about particular advertising ideas”
Alan H ed ges: ‘T esting To D estru ctio n’ ( 1974)

16
17
18
of Participation
Simon Clemmow
From focus groups to forward-facing,
co-creating research
19
Big ideas timeline
The 4Ps Pro du ct Con sum er

truth insight
The U SP Brand
im ag e
New
resear ch
’50s ’60s ‘70s ’80s ’90s ’00s
20

company culture
21
of Participation
Simon Clemmow
Brand wars
vs.
22
Brand positioning:
the battle for your mind
“The easy way to get into a person’s mind is to be first;

If you can’t be first, then you must find a way
to position yourself against the product...
who did get there first”
Ries and Trout: ‘Po sitionin g: T he B attle Fo r You r Mind ’ ( 1981)

23
Company culture
& the soul of the organisation
‘Th e cr eativ e pot ent ial ‘W inning thro ugh p articipat ion ’
of the in divid u al’
24
of Participation
Simon Clemmow
25
26
The soul of an organisation
27
of Participation
Simon Clemmow
Big ideas timeline
The 4Ps Pro du ct Con sum er Comp an y

truth insight cult ur e
The U SP Brand Brand

im ag e position ing
New lighth ou se
resear ch Brand s
’50s ’60s ‘70s ’80s ’90s ’00s
28

corporate ambition
29
Competing for the future
“The future is not an extrapolation of the past...

Competition for the future is competition for opportunity
share rather than market share; It is competition
to maximise the share of future opportunities a company
could potentially access within a broad opportunity arena...
The question that must be answered by every company
is, given our core and future competencies,
what share of opportunities are we likely to capture?”
Hamel an d Pr ah alad: ‘Co mp eting For Th e F utur e’ (1994)

30
of Participation
Simon Clemmow
Creating the markets of tomorrow
31
32
Big ideas timeline
The 4Ps Pro du ct Con sum er Comp an y Corpo r ate

truth insight cult ur e am bition
The U SP Brand Brand New

im ag e position ing mar ket
sp ace
New Lighth ou se
resear ch brand s
’50s ’60s ‘70s ’80s ’90s ’00s
33
of Participation
Simon Clemmow
6. Big idea hunting
34
Today all four are valid
Pro du ct Con sum er

truth insight
Comp an y Corpo r ate

cult ur e am bition
35
‘Big ideas day’
36
of Participation
Simon Clemmow
7. Five tests of a big idea
37
Five tests of a big idea
1. Get the collective opinion of the contributors

to the big ideas day
2. Apply the today/tomorrow/external/internal test
3. Check that the idea ‘fits’ with where it came from
38
Does the idea fit?
A key
A cor e p rod uct
con su m er
truth
insight
Big idea go es here
The d esir ed The agr eed

cult ur al v alues cor por at e
am bition
39
of Participation
Simon Clemmow
Five tests of a big idea
1. Get the collective opinion of the contributors

to the big ideas day
2. Apply the today/tomorrow/external/internal test
3. Check that the idea ‘fits’ with where it came from
4. Research it to life
— What people tell us helps us work out
how the ideas are functioning
5. Write a manifesto
40
Toyota Aygo launch manifesto

• There are two types of peopl e i n life; thos e who sit ar ound waiti ng
for things to happen, and thos e who g o out and make things happen
• The br ave new worl d bel ongs to people with the c onfi dence,
cour age and creati vity to make s omething happen
• Fulfilli ng an ambiti on i n life; C el ebr ati ng i ndi vi duali ty or connecti vity;
Maki ng the rig ht c hoi ces and s eizi ng opportuniti es ,
and doi ng thi s i n a positi ve and opti mistic way that makes a r eal differ enc e
• Ayg o by T oyota is a c ar that uniquel y enables young, ur ban,
Europeans to do mor e
• It has a bol d, innovati ve, s porty design; It is dynamic
and responsi ve in its ride and handli ng, maki ng it fun to dri ve
in the city and beyond; And bec aus e it is better built
you can have better experienc es
• So go on; D o s omethi ng memorabl e wi th Aygo by Toyot a
41
8. From big idea to creative idea
42
of Participation
Simon Clemmow
A comedian wants his audience
to think he’s funny
I am No A good He is
funny you’re joke
not funny
43
Logic & magic
“Exactly how ideas get created – how the ‘eureka’ moment

happens – is fairly mysterious ...
The process start s with background knowledge;
You have to understand the issues, the subject,
the people and their motivations and lives very thoroughly...
Then there has to be an idea – the first vision of a solution;
This is a non-logical process, subcon scious
and often very messy ”
Steph en Kin g: fro m th e JW T ’Too lkit’ ( 1986)

44
Two approaches to the creative idea
Logical Creativ e
dev elo pm ent leap
‘Heineken
refreshes
‘Persil washes ‘Every little
whiter’ the parts helps’
other beers
cannot reach’
‘Do not
‘Happiness
underestimate
is a cigar ‘Just do it’
the power
called Hamlet’
of PlayStation’
45
of Participation
Simon Clemmow
9. Campaign planning
46
The average person...

W atches 3 hours
of TV a day
Regularly
Googles skips the ads
Is exposed to 3000
Uses another device
advertising messages
while watching TV
every day
Is on the phone Spends over 12 hours

40 minutes ever y day online each week
Spends over 4 hours playing

electronic games each week
Sources: OfCom and Universal-McCann, 2008

47
Bringing ideas to life inside out
48
of Participation
Simon Clemmow
Our communications planning tool
49
A new approach to measuring effectiveness
Pro du ct Con sum er

attitud es
dev elo pm ent?
and b eh avio ur?
Big idea
Comp an y Brand
cult ur e? am bition?
50
10. The power of participation
51
of Participation
Simon Clemmow
Changing media landscape
Yesterday Today
• Brand-to-consumer • Consumer-to-con sumer
axis axis
• Brand ‘deference’ • Brand ‘reference’
• Watching advertising • Interacting with media
• Engagement • Participation
52
The power of participation
53
A youth-targeted water brand
54
of Participation
Simon Clemmow
55
56

Advertising, Big Ideas & The Power of Participation Simon Clemmow

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Advertising, Big Ideas & the Power

• Creating the brand idea is the basis

1. Behind every successful brand

What I mean by a ‘big idea’

Busin ess b eh avio ur

Tesco is a good example

“Ev er y little h elp s”

Tesco is a good example

“Ev er y little h elp s”

Making In-sto r e d ev elop m ent

A simple test of a big idea

Tod ay Tomo rro w

And And here ?

2. Where big ideas come from:

’50s ’60s ‘70s ’80s ’90s ’00s

Rosser R eeves: ‘Realit y In Ad vert ising ’ ( 1961)

Big ideas timeline

The 4Ps Pro du ct

’50s ’60s ‘70s ’80s ’90s ’00s

3. Where big ideas come from:

A new approach to research

“The most important contribution that research can make

Alan H ed ges: ‘T esting To D estru ctio n’ ( 1974)

Big ideas timeline

The 4Ps Pro du ct Con sum er

’50s ’60s ‘70s ’80s ’90s ’00s

4. Where big ideas come from:

“The easy way to get into a person’s mind is to be first;

Ries and Trout: ‘Po sitionin g: T he B attle Fo r You r Mind ’ ( 1981)

The soul of an organisation

The 4Ps Pro du ct Con sum er Comp an y

The U SP Brand Brand

’50s ’60s ‘70s ’80s ’90s ’00s

5. Where big ideas come from:

Competing for the future

“The future is not an extrapolation of the past...

Hamel an d Pr ah alad: ‘Co mp eting For Th e F utur e’ (1994)

Creating the markets of tomorrow

Big ideas timeline

The 4Ps Pro du ct Con sum er Comp an y Corpo r ate

The U SP Brand Brand New

’50s ’60s ‘70s ’80s ’90s ’00s

6. Big idea hunting

Today all four are valid

Pro du ct Con sum er

Comp an y Corpo r ate

‘Big ideas day’

7. Five tests of a big idea

Five tests of a big idea

1. Get the collective opinion of the contributors

Does the idea fit?

Big idea go es here

The d esir ed The agr eed

1. Get the collective opinion of the contributors

Toyota Aygo launch manifesto

8. From big idea to creative idea

Logic & magic

“Exactly how ideas get created – how the ‘eureka’ moment

Steph en Kin g: fro m th e JW T ’Too lkit’ ( 1986)

Two approaches to the creative idea

The average person...

Is on the phone Spends over 12 hours