R&D IN ADVERTISING

WHY EVERY AGENCY NEEDS A TROJAN HORSE

Robert Dysell ACNE Advertising & R&D

PlannerFed.

Sanity

Guts

Common sense

Bad ideas

LETS SHARE IDEAS

UTOPIA?

OCEANS ELEVEN

FIRST PlannerFed.

Planner Fed.

Moodboard Worker

Whizzkid

Obekväm

Humanist

Förändring

Forskning

FOR COMPANIES THAT CAN’T AFFORD TO MARKET THEMSELVES BY LOWERING THEIR PRICES

COMMERCIAL CREATIVITY

THERE WERE TOO FEW PLANNER SUPERSTARS?

AD AGENCIESPLANNING AGENCY

Cost reduction Risk reduction Assurance

Growth Intangible value?

THE OFFER

AD AGENCIESPLANNING AGENCY

Cost reduction Risk reduction Assurance Direction

Growth Intangible value

Smart enough direction Speeding up actionability Strategic creativity

Growth & Margin

THE OFFER

gyro: and DGA

Skillnaden som gör skillnaden

IDEA PILOT

B2B B2C IN 6 MONTHS

MORE BLUE PRINTS TO A NEW KIND OF AGENCY

DESIGN AGENCY DESIGNING DEFINITIONS

DESIGNING BRAND ASSETS DESIGNING REALITIES

PAUL BLOOM ON EXISTENTIALISM

WHAT COLOR IS THE LOGO?

Coca Cola

Lacoste

Spotify

Starbucks

FacebookNike

WHAT COLOR IS THE LOGO

DESIGN AGENCY =

THE BRAND ASSET AGENCY

DESIGN AGENCY DESIGNING DEFINITIONS DESIGNING SOLUTIONS

DESIGNING REALITY DIGITAL DEVELOPMENT

SOFT INNOVATION

ADVERTISING

HARD INNOVATION

GUERILLA/ EVENT

PR

GUERILLA/ EVENT

4th issue Spring—07US $ 7.99 UK £ 2.60 EURO 7

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New York Paris Sydney Stockholm x4

Los Angeles (dec)Hamburg

Berlin

Copenhagen AmsterdamTokyo

Seoul

London

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Acne Paper. Bi-annual magazine.

Toys & products for children

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ACNE FILM & TV Feature films, documentaries, tv-programs

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Games for iOS, Android and web.

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MISCELLANEOUS

Sofia Coppola

Jack White

Karl Lagerfeld

Lady Gaga

Pharrel Williams

Tate Modern, London MoMa, New York

Guggenheim, New York Whitney, New York

Centre Pompidou, Paris Reine Sofia, Madrid

Stedelijk, Amsterdam Museum Ludwig, Cologne

LA MOCA, Los Angeles List in formation

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STIGA & A C N E R

&D

DEVELOPED BY STIGA & ACNE R&D

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DEVELOPED BY STIGA & ACNE R&DDEVELOPED BY STIGA & ACNE R&D

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ACNE R&D PARTNER

Learn Think Create Implement

Idea

AD BRIEFACNE

SEMANTICS

R&D BRIEF

ADS SOLUTIONS

ACNE D&R - BETA

R&D D&R

IDÈ

Learn Think Create Implement

IDEAS HYPOTHESIS

PROTOTYPE

TEST OBSERVATION ADJUSTMENT RESEARCH STRATEGY

LAUNCH

CONCLUSIONS

Trojan offer Yes

Gained new business Yes

Ship great work Not really

Attract the best people No

Example from a Swedish Action Marketing Agency

SAFETY EXCITMENT

PITCH EQUATION

THE PLANNER’S SPHERE THE CREATORS SPHERE

YOU CAN’T SELL SOMETHING THE CLIENT DOES NOT WANT TO BUY

– BUY MY STRATEGIC ADVICES FROM THE SAME COMPANY THAT MAKES

OUR LOGO DESIGN…

WHY?

– BUY MY PRODUCT DEVELOPMENT FROM AN AD AGENCY, WHY?

AGENCY

MARKET YOUR AGENCY THROUGH R&D

WE DO: CREATIVE WORK

STRATEGIC WORK INNOVATIONS

Is a trojan offer Yes

Gains new business Yes

Ships great work Of course

Attracts the best people Yes

Attract different kind of people Depends

Strengthen client relationship Yes

Change the semantics of what we do

Pretty much the whole point

[AGENCY NAME] R&D

RESEARCH &DEVELOPMENT

robert@acne.se @dysell