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A ravolution in Creative business strategy - Schemetter B.

Schemetter B. A ravolution in Creative business strategy - Wiley & sons , 2003. - 257 p.
ISBN 0-471-22917-2
Download (direct link): leaparevolutionIncreativeb2003.pdf
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Pure Entertainment
Everyone agrees: Room Service is highly entertaining. You watch these young people go about designing and then redecorating whatever space they’re working on. You see the before and after and get to watch the owner’s reaction. They take their jobs seriously, but obviously they’re also having a good time. Also, there’s no how-to in the show. It’s pure entertainment. For the howto part, viewers can go to the website, where they can also enter competitions and play games.
The ratings for Room Service exceeded estimates by 100 percent. In fact, it was
Room Service ad
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The Entertainment Factor
The real value of these great brand ideas is that they're inherently flexible. They have a clear center of gravity but, around that, their shape is constantly changing... .The incredible value of great CBIs is that they're powerful enough to influence, and more important direct, the way our customers reinterpret what our brand means to them. —Glen Flaherty, Euro RSCG Wnek Gosper, London
the second-highest-rated program on the channel. The show was so successful that Channel 5 has signed up for another season and the paint association has agreed to fund it. Room Service has even spawned a new logotype called “Johnnie Starpainter” (Johnnie is the name of the painter in the TV show), which is being used in a recruitment campaign to attract young people, both men and women, to the painting trade.
Maximizing the Brand Experience
Room Service is a great Creative Business Idea. As an example of a new way to maximize relationships between consumers and brands,
I don’t think you can get much better.
It’s also a wonderful example of using entertainment to connect the consumer to one’s brand, of using entertainment to create a powerful new kind of brand experience.
How many people would have thought of promoting something like the paint industry with a youth-oriented home decorating television show?
That was brilliant creative thinking. It was a great creative leap.
Expand Your Horizons
And there’s another lesson I think we can learn from Room Service, one that is vitally important to our future. In order to make Room Service a reality, the agency had to get into an entirely new business, one it knew absolutely nothing about: television production. The agency conceived and created the show. It had complete control over every creative and production element. Bottom line, the agency realized it wasn’t just in the advertising business anymore.
Before You Leap: It doesn’t matter whether you’re a corporation or whether you’re a creative company delivering services. We all have to ask ourselves, “What business am I really in?” (For those in my industry, it’s no longer just straight advertising, that’s for certain.) We then need to ask, “Am I willing to radically alter my business—or even get into an entirely new one?” Euro RSCG Soderberg Arbman was when
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it got into TV production. Billiken was when it revamped its manufacturing process. Hallmark was when it got into the flower business.
Finally, do a self-check on your excitement level.This is the end of advertising and the beginning of something new. To me, it is so exciting, so stimulating from both a left- and a right-brain point of view, and also potentially so much more rewarding in every way than the “old” advertising business. I believe it’s absolutely the most exciting time to be working in this industry . . . as long as we constantly remind ourselves of what business we’re really in.
Project Greenlight
Even the entertainment industry is beginning to see the importance of adding entertainment to the brand experience. Film marketing, for example, is finally being reinvented beyond the traditional blitz of TV advertising and fast-food tie-ins. One of the most brilliant examples, I think, is the partnership among Miramax Films, HBO, and actors Matt Damon and Ben Affleck, along with producer Chris Moore. Called Project Greenlight, it is revolutionizing not just the way films are marketed . . . but the way they are made.7
The Leap
The genesis of the idea came from Damon and Affleck, who wanted to offer aspiring screenwriters the chance for a career break like the one they received with the script for Good Will Hunting—a break that catapulted them from unknowns to Hollywood superstars virtually overnight. Once again, the idea was strongly rooted in the product, in this case, a great script that otherwise never would have seen the light of day. The two actors invited would-be writer-directors from all over the world to submit their screenplays, with the winning entry to be made into a feature-length film by Miramax. The budget for the film was promised to be at least $1 million; the winner would also direct the film.
The way the contest played out online is a great example of how the Internet can create global communities. Writers reviewed each other’s submissions to help narrow down the finalists. Chat rooms stayed active long after the competition was over. With more than
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