Think tank ideation for agency-client beauty strategic practice

1. Think Beauty
Expert Panel/Think Tank
WORKING CONCEPT - V1.0
February 2007

2. Background
Grey Worldwide is the largest beauty advertising agency in the world with 40+
years of acclaimed creative achievement. An accolade in need of strategic
repositioning to reaffirm our leadership thinking and creative expertise and
accelerate new business.
NPD and Credit Suisse anticipate the $200B global beauty market will
continue to grow driven by aging Boomers, ethnics rising, and higher income
levels of women. With over seventy-five percent of women using basic beauty
products, marketers are challenged more than ever to appeal to many different
constituencies simultaneously.
Grey Worldwide has an opportunity to elevate its profile by creating a
distinctive beauty-focused, globally-informed forum. Rather than simply join
the debate as to what beauty is, our focus should be what beauty is becoming.

3. Objectives
Increase Grey’s visibility as the Beauty agency, creative expert, and strategic
leader. Create a strategic product to leverage new sources of revenue.
– Create the new cultural forum for the advancements of beauty beliefs -
defining a new culture of beauty inspired by new generations.
In partnership with other key industry-leading practitioners, Grey can act as
pivotal facilitator, leveraging its global strengths to explore the dimensions of
beauty and where it is evolving.
Focusing on human behaviors, motivations, attitudes, behaviors, and their
connection points will validate the rigors of our credibility.

4. Challenge
Establish Grey as the Beauty expert in a world of experts; gain industry respect for
our strategic and creative competencies and Best In Class management capabilities.
– Create an industry-wide recognized icon
– Become recognized experts commenting on news, events, pop culture, etc
– Establish thought leadership with new products, publishing
• June 20003/Euro RSCG authors “The Future of Men: Attitudes &
Ambitions of the 21st Century Male” and hypes the notion of
‘metrosexuality’
– 1.6MM Google results
• September 2004/Dove publishes a commissioned study: “The Real
Truth About Beauty, A Global Report” and creates a continuing
dialogue with users and a wider debate (agency: O&M)
– 1.3MM Google results

5. Opportunity
Creating distinctive and iconic products within the beauty and “image-care” will
allow Grey to expand its range of beauty expertise to related industries and life
style categories who do not currently seek our talents.
Programming Digital Interactive Editorial
Originality

6. Influencing beauty today

7. The Dollhouse Collective
A Beauty consortium designed by Grey Worldwide

8. Purpose
The Dollhouse Collective intends to be a global collaborative beauty-focused think
tank designed and maintained by Grey, utilizing the expert opinions and
experience of related agency (Grey & WPP) partners.
The forum will seek to advise, inform, and provide critical understanding as it
relates to beauty and consumerism; providing new solutions and creative
directions for our clients, the brand’s users, and constituents.
The Dollhouse Collective will lead thought on the subject of beauty - as it
displayed and scrutinized, fostering debate and creating unique points of view.

9. Aperture
POP CULTURE
MRKTING
EXPERTS
Beauty as the highest
CULTURAL expression of Individuality
EXPERTS
R
WPP ME
NSU
CO
GREY
AGENCIES

10. Rooms of Expertise
POP CULTURE
STUDIES
FEMALE
SEMIOLOGY
IMAGE ANTHRO WELLNESS
SPIRITUALITY
CONSUMER
MATURITY/AGE DEFIANCE
POLITICS
POP CULTURE DESIGN
FASHION

11. Coverage
London
Paris
NYC Milan
Tokyo
LA
Shanghai
UAE
Vietnam
Rio
Cape Town

12. Pilot
Review our historical beauty work to design a theory or unique POV as it relates to
current directions, principles, values of beauty (e.g. unlike Dove).
– Our large data base of beauty visuals and creative is an asset
– POV is scalable to span the continuum of beauty: cosmetic to wellness
– Creates a benchmark for future analysis
– Low cost initiative

13. Implications
• What role should Grey play in developing a community-based
property?
– Physical and financial resources
• Success criteria
– How do we evaluate the correct measures/attributes of success, and over
what period of time?
• Time frame of due diligence required and ‘hurdles’ to meet
– What are the expectations?