European Planning Conference Prague 2014, Robert Dysell Acne Stockholm, R&D in advertising - why every agency needs a trojan horse

1. R&D IN ADVERTISING
WHY EVERY AGENCY
NEEDS A TROJAN HORSE
Robert Dysell
ACNE Advertising & R&D
PlannerFed.
Sanity
Guts
Common sense
Bad ideas

2. LETS SHARE IDEAS

4. UTOPIA?

5. OCEANS ELEVEN

7. FIRST
PlannerFed.

8. Planner Fed.
Moodboard
Worker
Whizzkid
Obekväm
Humanist
Förändring
Forskning

11. COMMERCIAL CREATIVITY
FOR COMPANIES THAT CAN’T
AFFORD TO MARKET THEMSELVES
BY LOWERING THEIR PRICES

12. THERE WERE TOO FEW
PLANNER SUPERSTARS?

13. THE OFFER
PLANNING AGENCY AD AGENCIES
Cost reduction
Risk reduction
Assurance
Growth
? Intangible value

14. THE OFFER
PLANNING AGENCY AD AGENCIES
Cost reduction
Risk reduction
Assurance
Direction
Growth
Intangible value
Smart enough direction
Speeding up actionability
Strategic creativity
Growth & Margin

15. gyro: and DGA

17. Skillnaden som gör skillnaden

18. IDEA PILOT

19. B2B B2C IN 6 MONTHS

20. MORE BLUE PRINTS
TO A NEW KIND OF AGENCY

21. DESIGN AGENCY
DESIGNING DEFINITIONS
DESIGNING BRAND ASSETS
DESIGNING REALITIES

22. PAUL BLOOM ON EXISTENTIALISM

23. WHAT COLOR IS THE LOGO?
Coca Cola
Lacoste
Spotify
Starbucks
Nike Facebook

24. WHAT COLOR IS THE LOGO

26. DESIGN AGENCY
=
THE BRAND
ASSET AGENCY

27. SOFT INNOVATION
DESIGN AGENCY
DESIGNING DEFINITIONS
DESIGNING SOLUTIONS
DIGITAL DEVELOPMENT DESIGNING REALITY
ADVERTISING
HARD INNOVATION
GUERILLA/
EVENT
PR
GUERILLA/
EVENT

30. 4th issue Spring—07
US $ 7.99 UK £ 2.60 EURO 7
"$/&113
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31. New York Paris Sydney Stockholm x4
Hamburg Los Angeles (dec)
Berlin
Seoul
Tokyo London
Copenhagen Amsterdam
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32. Acne Paper. Bi-annual
magazine.

33. Toys products for children
CLICK ON IMAGE TO GO TO SITE

34. ACNE FILM TV Feature films, documentaries, tv-programs
CLICK ON IMAGE TO GO TO SITE

35. Games for iOS, Android and web.
CLICK ON IMAGE TO GO TO SITE

36. MISCELLANEOUS

42. Sofia Coppola
Jack White
Karl Lagerfeld
Lady Gaga
Pharrel Williams

43. Tate Modern, London
MoMa, New York
Guggenheim, New York
Whitney, New York
Centre Pompidou, Paris
Reine Sofia, Madrid
Stedelijk, Amsterdam
Museum Ludwig, Cologne
LA MOCA, Los Angeles
List in formation

44. PingTronic

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54. ACNE RD PARTNER

55. Idea
Learn Think Create Implement

56. AD BRIEF
ACNE
SEMANTICS
RD BRIEF
ADS SOLUTIONS

57. ACNE DR - BETA
RD DR
IDÈ
Learn Think Create Implement
IDEAS
HYPOTHESIS
PROTOTYPE
TEST
OBSERVATION
ADJUSTMENT
RESEARCH
STRATEGY
LAUNCH

58. CONCLUSIONS

59. Example from a Swedish
Action Marketing Agency
Trojan offer Yes
Gained new business Yes
Ship great work Not really
Attract the best people No

60. PITCH EQUATION
SAFETY EXCITMENT
THE PLANNER’S SPHERE THE CREATORS SPHERE

61. YOU CAN’T SELL SOMETHING THE
CLIENT DOES NOT WANT TO BUY

62. – BUY MY STRATEGIC ADVICES FROM
THE SAME COMPANY THAT MAKES
OUR LOGO DESIGN…
WHY?

63. – BUY MY PRODUCT DEVELOPMENT
FROM AN AD AGENCY, WHY?

64. MARKET YOUR AGENCY THROUGH RD
AGENCY
WE DO:
CREATIVE WORK
STRATEGIC WORK
INNOVATIONS

65. Is a trojan offer Yes
Gains new business Yes
Ships great work Of course
Attracts the best people Yes
Attract different kind of people Depends
Strengthen client relationship Yes
Change the semantics of what
we do
Pretty much the
whole point
[AGENCY NAME]
RD
RESEARCH
DEVELOPMENT

66. robert@acne.se
@dysell