John Zeigler explores creative effectiveness to build business growth

Lemon2020

Issue 28: Creativity For Growth

ENGAGING CREATIVITY FOR GROWTH

In 2011 the IPA, the professional body of advertising, media and marketing in the UK, released “The Link between Creativity and Effectiveness.” Written by Peter Field and using data from the IPA databank, the paper compared the scale of hard business effects achieved by the creative-awarded campaigns, with the effects of non-awarded campaigns. The conclusion: creative-awarded campaigns were 12 times more effective at driving business effects such as share, sales, profit, and loyalty than non-awarded work.

This is no surprise to DDB, yet clients continue to challenge us on agency fees and our value/price ratio. Today agencies have become so efficiency-focused we have forgotten creativity is an art —not a science —that needs careful crafting to produce optimal results.

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John Zeigler, Chairman & CEO DDB Group Asia Pacific, India, Japan

A staunch advocate of marketing effectiveness, John Zeigler launched the world’s first integrated agency in 1986, making him the most experienced integrated marketer at a time when everyone was taking the single minded approach to communications. 

Having lived and worked in three continents, John is a great believer in reinvention and what that implies for brands in this global, think local, market. He is adamant that the development of creative work and its evolution and management should be most highly valued; all of which clients need to be involved in. 

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Animal Strike, Paw Justice, DDB New Zealand 

On the 11th of July, the NZ government passed a law that made it legal to test party pills on dogs and on the 4th of October, a select committee will meet again to review this law. Paw Justice teamed up with DDB New Zealand to take a stand and put pressure on the government to remove this law.

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TXTBKS, Smart Communications, DDB DM9JaymeSyfu The Philippines

Smart Communications partnered with DDB DM9JaymeSyfu to come up with an innovative way to make old phones act as e-Books – leveraging SMS and unused SIM cards. The most awarded DDB campaign in 2013, TXTBKS won the Mobile Grand Prix at Cannes and the prestigious AMEs effectiveness award. TXTBKS proves shows how creativity, humanity and innovation come together to help big brands add value to people’s lives.

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SmartEye, StarHub, DDB Group Singapore

StarHub has constantly pushed our team in Singapore to create innovative and ground breaking apps for its brand, which in turn has lead to a client/agency partnership built on respect, the shared desire to create world-class creative that has been celebrated across the world and a brand reputation unparalleled in Singapore.

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I’m Amazing, McDonald’s, DDB Hong Kong

Engaging Creativity for Growth is all about devising ways to solve the business problem, not just the advertising brief. I’m Amazing became was a collaboration to inspire the children of Hong Kong to create the McDonald’s restaurant of their dreams – the first ever McDonald’s restaurant in the world that was designed for children, young and old.

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