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Posted by Peter Stephenson-Wright at 4:08 - 0 Comments

The global economy's operating system is being reworked and today's leaders must adapt to a new reality. Marketing plays a critical role in the current economic environment and people recognise that the sector is evolving more rapidly than ever before, driven by the growth of digital channels, brand communities and big data.

Creativity: A vital element for businesses success worldwide

In order to succeed in this dynamic environment, it is fundamental for marketers to apply creativity in every aspect of their marketing strategy. 

The great strength of creative ideas is that they take risks and go to unexpected places, which is also their biggest weakness: how can we judge the quality of something that may have few benchmarks?

Posted by Peter Stephenson-Wright at 4:01 - 0 Comments

Creativity Marketers can draw inspiration from anything.  In my case, from Nicole Kidman in the play "Photograph 51" by Anna Ziegler this week.  This tells the story of Dr Rosalind Franklin, the pioneering experimental scientist whose work prompted the discovery of the double-helix structure of DNA.

Despite her essential role in the uncovering of the so-called "secret of life", Franklin was not there for the final breakthrough and did not share in the Nobel Prize subsequently awarded to Francis Crick and James Watson from Cambridge, who finally solved the riddle, and to Maurice Wilkins, her supervisor at King's College London.

Posted by Peter Stephenson-Wright at 10:21 - 0 Comments

INFO MAGAZINE - SEPTEMBER 2015

THE BUSINESS OF CLIMATE CHANGE

Back in 1990, as the green movement first gained critical mass amongst consumers, I was involved in the development of an advertising campaign in the UK and Germany. The TV spot did not show any glossy product shots, but simply a sequence of beautiful natural and animal scenes against a soundtrack of Louis Armstrong singing 'What a Wonderful World'. At the end, a voice-over informed viewers that cars from Vauxhall and Opel would be fitted with catalytic converters at no extra cost (rivals were charging extra for these). The campaign was an enormous success, winning a Gold EFFIE Award that year for marketing effectiveness. Vauxhall and Opel's brand image improved dramatically and the public bought their cars in record numbers.

Posted by Peter Stephenson-Wright at 4:35 - 0 Comments

In my early years working at an advertising agency, I once presented a creative idea to a client only slightly older than myself, who asked me plaintively: "But how am I meant to know if it's good or not?" His question was not so naive. Many years later, that's still a question that can be difficult to answer. How indeed does one judge the quality of something as unpredictable as a creative idea, when its quality is the one thing that will set it apart?

Last month on a visit to the headquarters of the Lavazza company in Torino with participants from our Executive Master in Marketing and Creativity programme, I think I came across a good answer to that question. I innocently asked our host Matteo Marello: "If quality is so important to you, how do you judge the quality of the coffee delivered by your suppliers?"

Posted by Peter Stephenson-Wright at 13:50 - 1 Comments
Once upon a time, brands were only something that manufacturers created to try to capture the finest qualities of their products. But today, we see a growing demand from consumers to be deeply involved in the co-creation of the brands they love - and a growing ability of digital channels to let them do precisely that. We have a new generation of brands that live so strongly in the consumer's tweets and minds that now it's the unreliable and ephemeral product that's striving hard to live up to the tangible edifice of the brand image. These thoughts crossed my mind as I considered two of the UK’s biggest news stories over the past week.
Posted by Peter Stephenson-Wright at 10:42 - 0 Comments
The outcome of last week’s US Presidential election reminds us yet again of the power of an established brand – including a public personality - when it comes to influencing consumer decision-making. Barack Obama himself characterised the contest as “It's the devil you know versus the devil you don't.” The public went for the devil they knew. (Even if, as Edward Luce pointed out in the Financial Times, “The angel we didn’t know suited him so much better.”)
Posted by Peter Stephenson-Wright at 10:46 - 0 Comments
Mistakes are wrong, right? Well, no. A fundamental characteristic of Creativity Marketing is the drive to find new and unexplored solutions to problems. And that means taking risks and travelling into uncharted territories, living dangerously with the prospect of making mistakes. The problem is that traditional marketing organisations are not set up to tolerate mistakes, even less so to reward them. And yet, mistakes can actually add value to the company. How? Mistakes show the way not to go, they save the organisation from future mis-steps.
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