Fibra Awards - Creative efficiency Panel

1. creative efficiency

2. The vicious circle of
creative efficiency

3. Hello,
I am Andreea Strachina
Head of Communication Design
May, 2016

4. May, 2016
Hello,
I am Andreea Strachina
Creative Director with an eye on data
& planning

5. May, 2016
Hello,
I am Andreea Strachina
DJ Data.

6. Services
May, 2016
Telecom FMCG Banking Pharma
Constructions CSR

7. Reach effectiveness while being
efficient
May, 2016

8. I don’t have all the money.
I don’t have all the time.
I don’t have all the resources (internal & external).
But I have a goal and I need to deliver upon it.
May, 2016
“

9. May, 2016

10. Who has been more efficient from a creative point of
view?
May, 2016

11. May, 2016
A) Lay’s MAXX
Short term efficiency

12. May, 2016
Sessions
Users
Page views
Returning
visitors
+330%
+325%
+310%
+430%
2014 2015
B) Bepanthen - Long term efficiency

13. Creativity &
Strategy: why you
can’t have one
without the other.
May, 2016
Post-advertising:
the rise of a
new creative
discipline

14. Clients have first reached digital agencies in
search for marketing efficiency: lower
development & implementation budgets to drive
business results.
May, 2016

15. May, 2016

16. 2000 2016
12% of people in developing countries
owned a smartphone
65% of people in developing countries
own a smartphone
May, 2016

17. 2000 2016
12% of people in developing countries
owned a smartphone
65% of people in developing countries
own a smartphone
Facebook, which today has 1.5 billion
users, hadn’t been launched yet.
May, 2016

18. 2000 2016
12% of people in developing countries
owned a smartphone
65% of people in developing countries
own a smartphone
Facebook, which today has 1.5 billion
users, hadn’t been launched yet.
Social media counts for 26% of
purchases on average through
recommendations.
May, 2016

19. 2h & 50
Daily Facebook Usage
1h & 17
Daily YouTube usage
May, 2016
43%
AdBlock installation rate
2h
Daily internet mobile
consumption
Source: Quantitative research, urban population, 18-44, January 2016

20. Facebook over-indexes in user generated content, YouTube in branded
content, and Vine in influencer content.
May, 2016

21. Now you try to be efficient.
May, 2016

22. 70%of marketing executives would be more willing to increase their spending on mobile,
digital and social media platforms if there were better ways to measure return of
investment.
(Millward Brown, 2015)
May, 2016

23. 40%of marketing executives still don’t know what works.
(Forrester Research, 2015)
May, 2016

24. Is content - the current currency between
brands & their consumers - an efficient
tool?
May, 2016

25. 73%
Marketers created more
content in 2015 than in 2014
May, 2016

26. 73%
Marketers created more
content in 2015 than in 2014
55%
Yet, spent 7 days to approve, create &
publish a piece of content, while 24%
spent between 8 & 14 days.
May, 2016

27. TIM
May, 2016

28. And only 10%
are very confident
that their key
content metrics are
measuring
business results.
May, 2016

29. Yet, creative efficiency CAN be achieved in today’s digital
landscape.
May, 2016

30. For creativity to be efficient,
it must answer an efficient strategy
that can lead to business effectiveness.
May, 2016

31. The only strategy your consumer or
competitor sees in the marketplace is
what you execute.“
May, 2016
A.G.Lafley
Playing to win Author, Former Chairman of the Board, President & Chief
Executive, Officer at P&G

32. Phase I
Before launch
(development)
May, 2016
Phase 2
After launch
(measurement)
Creative efficiency should not be evaluated in isolation, but through the
means it can be reached & afterwards, evaluated.

33. What fuels an efficient strategy
A deep understanding of the consumer behavior
To drive <insert goal here>
E.G.: cost efficiency per point of contact
May, 2016

34. There is room for creativity in this
world of zero mystery.
May, 2016

36. Coming up with ideas that solve
consumer problems in a seamless,
convenient and human way
requires savvy and imagination yet
unseen in the industry.
May, 2016

38. 69 OFFICES WORLDWIDE WITH 5 EXCELLENCE CENTERS

39. WE USE DATA-DRIVEN CREATIVITY TO
SOLVE COMPLEX BUSINESS PROBLEMS
CREATIVE
INTELLIGENCE
CONTENT
INTELLIGENCE
CONTENT
DARWINISM
redINTELD3M AND MORE… AND MORE…
COMMUNICATION
DESIGN

42. AMAZING CASE
Cannes Lion in Innovation: Creative Data
DMA Grand Prix
International Content Marketing Awards
Silver The Economist Best Non-Retail Consumer
Finalist The Economist Launch of the Year
DMA Awards
Grand Prix The Economist
Gold The Economist Travel, Leisure and Entertainment
Gold The Economist Best use of Progammatic
Gold The Economist Best Digital performance
Gold The Economist Best Customer Acquisition
Gold The Economist The Best B2C Campaign
Silver The Economist Best Data Strategy
Bronze The Economist Best Writing
Epica Awards
Silver The Economist Online Campaigns
– Media & Entertainment
Silver The Economist Online Ads
Creative Circle
Finalist The Economist DIGITAL - Best Online Display ad
The Festival of Marketing
Winner The Economist Best Progammatic
Winner The Economist Data, Analytics and Optimisation
Winner The Economist Direct Marketing
Shortlisted The Economist Media and Entertainment
The Drum DADI Awards
Winner The Economist News/Media/Publishing Website, App or Campaign
Winner The Economist Use of Data
The Digital Impact Awards
Silver The Economist Best Evaluation Strategy
Global M&M Awards
Winner The Economist Smart Use of Data
Cannes
Bronze The Economist Lions Innovation, Best use of real-time data
Lovies
Finalist The Economist Online Advertising, Digital Campaigns
Brand Republic Digital Awards
Gold The Economist Advertising
Finalist The Economist Media Entertainment
Finalist The Economist Content Marketing
Marketing Society Effectiveness Awards
Highly commended The Economist Effective Marketing Comms

43. Some of recent history’s most famous and beloved creative ideas have been
business failures, and yet we still celebrate them as feasts of creative
innovation, perpetuating the nation that great ideas come from a strike of
genius touched with a vision and a bit of luck.
May, 2016

44. feel | do | think
May, 2016

45. Challenge everything
from inside out.
May, 2016

46. thank you
Email: andreea.strachina@proximity.ro
Phone: +40.730.336.793
May, 2016