2014

Summer

Interviews

Bre Pettis, CEO and Founder, Creativity MakerBot Industries Alex Tepper, Global Director of Innovation, General Electric

Paola Antonelli, Senior for the Curator of Architecture and Design, Director of R&D, MoMA

Ben Malbon, Director of Creative Partnerships, Connected Age Google

Features:

The Democratization of Creativity Letting Creative Cultures Flourish The Evolution of Branded Storytelling R/GA FutureVision Summer 2014 2 R/GA FutureVision Summer 2014 3 Contents R/GA FutureVision Summer 2014 2 R/GA FutureVision Summer 2014 3

00 Introduction 04 Managing Creativity in the Connected Age Nick Law, Global Chief Creative Officer, R/GA

01 The Democratization 08 - 15 Trends: The Democratization of Creativity 16 - 21 Conversations: Innovation from of Creativity the Bottom Up Digital technology has disrupted and will continue to disrupt Bre Pettis, CEO and Founder, MakerBot Industries creative industries. New technologies have created tools Jonathan Greene, VP, Managing Director, Mobile&Social Platforms, R/GA that lower the barrier of entry for creativity, allowing individuals to create their own products. This democratization of 22 - 25 creativity has put pressure on big brands and their agencies Perspectives: Accelerating Product Development to innovate further. Nick Coronges, VP, Technology Partner, R/GA Ventures

02 Letting Creative 28 - 39 Trends: Letting Creative Cultures Flourish 40 - 43 Conversations: Innovation from Cultures Flourish the Top Down Creativity is not frivolous. Both internally as well as externally Alex Tepper, Global Director of Innovation, General Electric creativity is the engine of innovation. Today’s organizations Jeff Mancini, VP Product Innovation, R/GA strive to harness and instill creative thinking (at both macro and micro levels) to drive business results. 44 - 45 Perspectives: The Building Blocks of Creative Culture Jennifer Remling, SVP Talent, Recruitment, R/GA Chris Stutzman, VP, Managing Director, Business Consulting, R/GA

48 - 59 Trends: The Evolution of Branded 03 The Evolution Storytelling

of Branded 60 - 63 Conversations: The Impact of Storytelling Technology on Storytelling Ben Malbon, Director of Creative Partnerships, Google Consumers have become smarter and more cynical. They don’t Richard Ting, EVP, Global Executive Creative Director, want to feel advertised to, and generally loathe advertisements Mobile&Social Platforms, R/GA for interrupting what they’re doing. Today’s ad experiences are moving beyond overt product selling, from brands ‘shouting’ at consumers and disrupting their experiences, to making ads 64 - 67 Perspectives: From Real-Time to Relevant people generally want to engage with. John Mullin, Executive Producer, Mobile&Social Platforms, R/GA Tracy Hepler, Associate Director, Mobile&Social Platforms, R/GA

About 68 - 69 What Is FutureVision?

Appendix 70 Sources R/GA FutureVision Summer 2014 4 R/GA FutureVision Summer 2014 5 Introduction:

Managing Creativity in the Connected Age

Nick Law Global Chief Creative Officer, R/GA

In the 12 years I’ve been at R/GA, By making the play between words creative brain is analogous to the of their ideas. When this balance we’ve attracted an increasingly and pictures more integrated and pink and spongy thing in our heads. is off, the work is off. Simplicity heterogeneous gaggle of creative interesting, agencies got better versions As we all know, the brain is divided without possibility precludes freaks. Studious interface designers, of what they had already been making: into two hemispheres. What most innovation. Possibility without meme-hunting social writers, hermetic stories. The need for good stories people don’t know, however, is that simplicity leads to confusion. video editors and scholarly experience hasn’t gone away. The difference today the division is not between creative designers. Creatives who think like is that media can deliver so much more. and rational. Rather it’s between a left R/GA continues to assemble all types strategists and technologists who hemisphere that processes things one of wildly idiosyncratic talents to keep are more creative than creatives. Tucked in our pockets is a screen at a time and a right hemisphere that up with the pace and proliferation of It’s a range that encompasses just that is connected to everything and processes things all at once. The left technology. By using the organizing about every flavor of high-fiving everyone all the time. In the space comprehends time moment by moment, principle of stories and systems ad artistry and design dexterity. of a few minutes we can go from a and the right comprehends space and to guide the work and the people friend’s text, to a stranger’s tweet, to a the relationship of things within it. doing it, we’ve shaped our dizzying Their individual talents have nourished Hollywood movie, to its star’s stream diversity into a unified creative brain. one of the most remarkably consistent of Instagram selfies, to a transaction The balance between storytelling creative cultures in our industry. But with a bank, bookshop, or presidential and systematic design is a balance it’s the combining and recombining candidate. For agencies and clients between simplicity and possibility. of these talents that has kept the work this means that, in addition to telling The storytelling brain subtracts down uncommonly inventive. This doesn’t people why they should buy stuff, to a powerful simplicity, whereas happen by accident. It requires an we can help them do things. Most the systematic brain sees endless organizing principle that connects agencies have the right brains to create possibilities. At its best, this partnership the right people, at the right time, the story behind the interface, but is not just collaborative, it’s symbiotic. to answer the right questions. not the interface itself, much less the When working with a systematic business-changing product or service thinker, a storyteller is less likely to use For the first half of the last century, the interface delivers. That requires a soaring metaphors, smirking puns, answers came from one type of brain: very different type of brain, one that and other well-worn narrative devices that of a well-dressed, pipe-smoking understands how to design systems. of advertising and more likely to tell white man called a copywriter. Some- stories that effectively demonstrate time in the 1950’s Bill Bernbach This has led us to recast the essential the product or service. The influence partnered this man with an art director, creative partnership as one between of narrative thinkers on systematic and modern advertising was born. stories and systems. Our organization’s designers is to rein in the complexity R/GA FutureVision Summer 2014 4 R/GA FutureVision Summer 2014 5 R/GA FutureVision Summer 2014 6 01/ The Democratization of Creativity R/GA FutureVision Summer 2014 7 R/GA FutureVision Summer 2014 8 R/GA FutureVision Summer 2014 9

New technologies have lowered the barrier of entry to creativity, putting pressure on big brands and their agencies to innovate.

Historically, each wave of technological innovation has provided new, empowering tools for creative expression. These innovations typically disrupt the market in two major ways: they provide new ways to create and also help advance the dissemination of creative ideas and materials. R/GA FutureVision Summer 2014 8 R/GA FutureVision Summer 2014 9

Pen & Paper Printing Press World Wide Web Personal 3D Printing

The humble drawing tool was once The printing press revolutionized The birth of the world wide web Atoms are the new bits. Rapid revolutionary in its ability to allow the accessibility of books and enabled individuals with personal prototyping brings digital users to document and capture the was critical to the dissemination computers to share their ideas in innovation into the real world, world around us, as well as project of ideas. Before its invention, real-time. Before the web, it was letting anyone design, download, our ideas into the future. The pen people were hand lettering books, expensive and difficult for people build, and share tangible things. lets individuals create something, but the printing press intensified around the globe to communicate, but paper lets them share it. the ability to create ideas and then but after its introduction, people share them with a wider audience. could easily collaborate, modify, or change ideas with anyone around the globe. R/GA FutureVision Summer 2014 10 R/GA FutureVision Summer 2014 11

Trends Tools of the Creative Class

The current digital era provides an array of creative tools, unleashing a generation of creative entrepreneurs capable of making and marketing nearly anything — all on their own.

We live in an era where an answer to The basic building blocks for digital any question is a simple Google search services and physical products away. YouTube videos, Khan Academy have become so evolved, ubiquitous, tutorials, and Skillshare classes give and cheap that they can be individuals access to a wealth of free easily combined and recombined. or inexpensive information. These Google’s Chief Economist Hal Varian platforms create a DIY ethos, empowering calls this “combinatorial innovation.” individuals to teach themselves rather than rely on formalized institutions. These creative entrepreneurs, known as the creative class, have been Free online services, creative suites, heralded for their potential to change open APIs, and 3D printing also the operation of businesses and empower individuals, giving them the even cities. The idea, introduced by education, knowledge, and tools Richard Florida, was that rather than needed to disrupt existing industries. peddle to Wall Street, cities that Thanks to these new tools, individuals appealed to the creative class could can do the work entire agencies trigger a widespread urban revival. and businesses used to do—in less time and capital and with more creativity. These tools create new efficiencies and capabilities: online services like Google Docs enable collaboration, creative suites like Adobe Creative Cloud enable anyone to design, open APIs enable users to connect to various services, and 3D printers allow anyone to create a prototype in hours rather than wait weeks for a model from an outside organization. R/GA FutureVision Summer 2014 10 R/GA FutureVision Summer 2014 11

How New Technology Disrupts Old Industries

I need to create my product...

Publishing: From using paid tools like Microsoft Office to create word documents, spreadsheets, and PowerPoint presentations to performing the same actions collaboratively in Google Docs.

Designing: From buying creative suites on CDs to paying for a subscription-based digital services like Adobe Creative Cloud.

Coding: From studying complex programming languages at a university to quickly learning the basics with Code Academy or Scratch—or copying shortsnippets with Ruby on Rails.

Adobe Creative Cloud Code Academy

I need to develop my business...

Raising Capital: From raising funds for an idea with a VC firm or getting a bank loan to crowdsourcing funds through Kickstarter.

Forming Partnerships: From forming strategic alliances with complementary companies to leveraging open APIs to connect one service to another.

Developing Products: From contracting a design agency to concept a product to simply pressing print for a working prototype with a MakerBot 3D printer.

Kickstarter 3D printed shoes

I need to sell my idea...

Distribution: From hiring a developer who can create a website for selling my product or service to creating one personally in minutes with Squarespace.

Marketing: From hiring an advertising agency to promote my product or service to marketing them myself on social networks like Facebook or Twitter.

Payments: From using an expensive credit card processing machine to taking payments easily with Square.

Square Powered by Squarespace R/GA FutureVision Summer 2014 12 R/GA FutureVision Summer 2014 13

Trends Platforms of Meritocracy

Creative entrepreneurs have flourished not because of individual pieces of technology, but because of the platforms that connect these pieces.

The Internet has quite conspicuously Collaborative platforms like GitHub, balance of power from big brands allowed the creation of e-commerce Thingiverse, Blend, and Quirky to individuals, and the maker platforms like Etsy or Square Market, provide a showcase for the work of movement has thrived because of which lets makers sell their wares creatives. These platforms give individuals’ platforms of meritocracy. Brands without an investment in a brick-and- creative talents and contributions are now challenged to make their mortar store. Previously confined recognition while allowing the larger mass-produced products feel more to regional farmers’ markets, fairs, or community to simultaneously edit, authentic and are embracing the maker even their basements, local artisans modify, and otherwise evolve the idea. trend as a way to differentiate their can now have a worldwide presence, GitHub allows anyone to share and products and services and increase thanks largely in part to the ease modify code, MakerBot’s community their relevance among the creative with which they can list their goods hub Thingiverse allows remixing class. General Electric’s Garage is a online. Similarly, Shapeways allows of 3D printed products, Blend allows co-working facility that gives community people to sell and design 3D musicians to collaborate, and Quirky members access to 3D printers and printed products. uses the power of the crowd to other digital tools that inspire creative refine ideas. individuals. Nordstrom and West Elm The rise of crowdfunding also created now display one-of-a-kind artisan new possibilities for people who With this collaborative mantra, creative goods thanks to Etsy Wholesale, have ideas but no access to capital ideas only grow and improve with time, and J. Crew has claimed its spot as to fund them, removing a barrier which in turn increases their potential fashion darling by collaborating with of entry into the market. The largest impact on the market. GitHub’s independent designers around the world. crowdfunding platform, Kickstarter, Bootstrap, a mobile-first front-end has surpassed one billion dollars framework, has been used by NASA in pledges from nearly six million people and Quirky’s Pivot Power has sold more worldwide. Among these “kickstarted” than 700,000 units, a clear sign that projects are Oscar-winning films, virtual this open, collaborative system works reality headsets, and the wildly addictive and encourages creative disruption. game “Cards Against Humanity.” These new tools have shifted the R/GA FutureVision Summer 2014 12 R/GA FutureVision Summer 2014 13

The Impact of Meritocracy Platforms

Kickstarter

Two of the five films nominated in the 2013 Oscars for best documentary short subject category were Kickstarter films, and Inocente became the first Kickstarter film to win an Academy Award.

Inocente: The first Oscar winning film to be backed on Kickstarter.

Etsy

Etsy’s seller community—a million strong around the world—sold more than $1.35 billion worth of creative goods in 2013, up from $895 million in 2012.

GitHub

Bootstrap has been repurposed, or “forked” in GitHub terminology, more than 23,000 times. NASA, MSNBC, and the White House have all used the front-end framework to develop responsive, mobile-first projects.

We The People: The source code for the government website is available on GitHub.

Quirky

A community of 840,000 inventors has created 303 products, which are sold in 35,000 stores, including Home Depot and Best Buy. R/GA FutureVision Summer 2014 14 R/GA FutureVision Summer 2014 15

Trends Talent Remains a Precious Commodity R/GA FutureVision Summer 2014 14 R/GA FutureVision Summer 2014 15

As a culture, we’ve fully embraced the notion of “creativity” as the key to innovation. The word “creativity” has landed on the list of LinkedIn’s most overused buzzwords for the past three years, highlighting the emphasis we place on it as a skill needed to compete. The bar for creativity has been raised now that anyone can label themselves a creative.

Creative agencies will be forced to innovate, invent, and push the boundaries to discover the next level of creativity. It is up to them to envision good ideas and see them through.

As industries become increasingly digital; banking, healthcare, retail, and countless other institutions will require coding from the ground up. This kind of big picture thinking requires deep creative insights, and instead of a collaboration among architects, city planners, and corporate executives, creative technologists will be primarily responsible for implementation.

Silicon Valley was shaped by the ability of the ‘60s counterculture to see the world in a new way. The next generation of reality builders will be software engineers, digital natives shaped by an equally powerful cultural and technological paradigm shift—the Internet. R/GA FutureVision Summer 2014 16 R/GA FutureVision Summer 2014 17

conversations Innovation from the Bottom Up

“When we talk about leading the next Industrial Revolution, we’re taking the power of a factory and putting it on your desktop. With a MakerBot, you can make anything you want— there really are no limitations. ” — Bre Pettis R/GA FutureVision Summer 2014 16 R/GA FutureVision Summer 2014 17 R/GA FutureVision Summer 2014 18 R/GA FutureVision Summer 2014 19

Bre Pettis CEO and Founder, MakerBot Industries

Jonathan Greene, VP, Managing Director, Mobile&Social Platforms, R/GA, speaks with Bre Pettis, CEO and Founder, MakerBot Industries, about how MakerBot is leading the next industrial revolution, democratizing the status quo of making, and helping people unleash their creative potential.

Jonathan Greene: make stuff, and then not be able to When most people think about 3D BP: Bre, you’re often quoted as saying get them to you. modeling, they think about CAD It’s interesting because we started MakerBot is leading “the Next Industrial and how hard it is; learning a new Thingiverse, a website where people Revolution.” It would be good for you to But in the third Industrial Revolution, CAD modeling program is harder can share designs, before MakerBot. unpack this a bit for our audience. we’re making creating accessible than Photoshop. But 3D scanners We were the primary users of it for to everyone. Now in order to have like the MakerBot Digitizer and the first year and a half, but now there Bre Pettis: something, you don’t have to Autodesk 123D Catch are tools that are hundreds and sometimes thousands When we started MakerBot in 2009, it necessarily go out and shop for it. make it easier than ever for people of designs uploaded a day on the site was because we wanted a 3D printer You can download it, design it, and to just jump in and make things. that are shared with everyone. At this and couldn’t afford one. When we built scan it, and then make it right on your We’ve also got Thingiverse, which point, you would need thousands one and got it to work, it was magic, desktop with a MakerBot. Until we has hundreds of thousands of of MakerBots running full time for your and we thought—everybody should have created MakerBot, you had to be a things that you can download that entire lifetime for everything that one of these. tycoon of a factory to have that type of have already been designed by has been creatively made and shared engineering and manufacturing power. an amazing community. on Thingiverse. It’s this superpower you get when you have a MakerBot, because you’re The next Industrial Revolution is about In many ways, it’s like we did all this We’re living in a time where not only able to make anything you want—there empowerment; unleashing creativity work with the four generations of can we download music, movies, and really are no limitations on what you and exploring the frontier of what printers before this one—and they’re books, but we can download things. can make. happens next. all great—but now we get to start Being able to empower our users to fresh with a new platform play that make and then give them a platform When we talk about leading the Next JG: makes 3D printing easier than ever. to share is very powerful. Industrial Revolution, we’re taking the We recently chatted about the 5th power of a factory and putting it right generation product, with you We finally made the people’s 3D printer. on your desktop. The first Industrial saying that it best represents your It’s like a Volkswagen bug: accessible, Revolution was all about automation; goal for MakerBot from the affordable, friendly, and easy to use. people went from working at home beginning. To me it really seems doing literally cottage industry to like things are actually now just JG: working in a factory. We were able beginning, and MakerBot is starting The collaborative, or shared, economy to mass manufacture products and a new clock on making 3D printing really kicked off with 3D printing, and make them in force—which meant accessible to everyone. then subsequently grew with platforms everybody could have spoons like Kickstarter and Quirky that helped because there was a way to make BP: further democratize creativity. How spoons, and then everyone could The new MakerBot Replicator 5th impactful do you think the shared have bowls and cups. The second generation, the MakerBot Replicator economy has been on your business? Industrial Revolution was all about Mini, and the giant MakerBot transportation. With the birth of Replicator Z18 are a platform play, railroads we were able to transport and it’s really what we envisioned goods, which was huge, because not from the beginning: a 3D printer only were we able to mass-produce that’s accessible, affordable, friendly, goods, we were able to distribute and easy to use. them. Because it doesn’t work to just Continued on p.20 R/GA FutureVision Summer 2014 18 R/GA FutureVision Summer 2014 19 R/GA FutureVision Summer 2014 20 R/GA FutureVision Summer 2014 21

JG: And then we’re seeing people like Kacie JG: JG: In our brief time working together, Hultgren, who is pioneering set design As you were alluding to earlier, the When R/GA started working with we’ve seen incredible range in with 3D modeling. She also has an original MakerBot 3D printers were MakerBot, things ramped up very how people are using MakerBots. entire side business, PrettySmallThings, considerably more challenging to quickly. I remember you saying, “let’s I think we’re all familiar with the making miniature dollhouse furniture. use, and you really had to be just get started and we’ll figure it out amazing Robohand project, but comfortable putting them together as we go.” In many ways, this strategy is everyone from aerospace engineers We’ve got doctors who are printing out yourself. Things are certainly less very much like 3D printing itself. We’ve to startups in the R/GA Accelerator models of a heart to practice before intimidating now, and the invitation learned as we go, correcting course are using MakerBots. When you guys open-heart surgery, which saves time to start using one is certainly there. and optimizing along the way. started MakerBot, did you have any because they can see what they’re What’s the potential for brands and sense of where people would take it? getting into before they get into the agencies to get involved? How can BP: gooey stuff. And what’s happening in 3D printing change the way they At MakerBot, we need to be innovative BP: the prosthetics field, especially pursue projects? in how we work in order to empower When we started, we made 20 boxes for children, is just wild. Kids normally our users to innovate. We work really that included all of the parts to build don’t get prosthetics because they BP: hard to iterate quickly, and we’re all a MakerBot. As we were putting them are too expensive, and they grow out MakerBot really changes the pace of about failing fast. by the door for the delivery person to of them like sneakers. The Robohand innovation; when you have a MakerBot pick up, I remember looking at the 20 is empowering young people by you can iterate multiple times a day. I don’t want to call it a failure machine, boxes and thinking, ‘Okay. This tool is giving them prosthetic hands. Some people see the hour or two it but a MakerBot teaches you to fail. going out into the world that nobody’s takes to print on a MakerBot as a long It teaches you to iterate and to really had access to before, what will These kinds of projects are just mind time, but you have to realize that the accept failure as part of the process. happen next?’ blowing—and then there are all of way it used to work is that you would So many people try something once, the amazing fun things that are also send your design off to a fab house and if doesn’t work on the first try, That was five years ago, and I still have happening. I was looking on Thingiverse and get it back weeks later. The they abandon it and move onto that feeling today. With every MakerBot the other day, and there’s a plotter clock innovation cycle was multiple times something else. that goes out, there’s an opportunity that draws the time out on a teeny tiny a year, but with a MakerBot, it’s now for a pioneer to explore the frontier of white board. Each minute it’s continually multiple times a day. But when you have a MakerBot, it’s what happens next. A MakerBot really drawing and erasing the time—it’s so affordable, fast, and easy to try unlocks people’s creativity. wonderful and probably useless at the This means that you can fail more something new that if it doesn’t work same time, but just shows what happens often and faster, which means your out the first time, you can just tweak Whatever your obsession is, add a when people unlock their creativity and final product is going to be better. For the design and do it again. And that MakerBot, and you’re able to blaze start exploring a new frontier. agencies, this means that you can ability to tweak and redo really makes a trail into the future. For example, develop ideas faster and build physical it easy to learn how to be an I met a guy who owns a Bricklin In many ways, the absurdity is really prototypes for clients to hold in their iterative and innovative person. Gullwing car. It’s a classic car, and close to innovation. When you do things hands really quickly instead of having not very many were made. He’s using that are absurd, you get really close to show them a rendering. Watch the full interview with Bre Pettis a MakerBot to make replacement to what’s innovative, and you see the on futurevision.rga.com. knobs for the car because he couldn’t two battle it out. You can literally watch get replacements any other way. the creativity unfold every day. R/GA FutureVision Summer 2014 20 R/GA FutureVision Summer 2014 21 “We finally made the people’s 3D printer. It’s like a Volkswagen bug: accessible, affordable, friendly, and easy to use.” R/GA FutureVision Summer 2014 22 R/GA FutureVision Summer 2014 23

perspectives Accelerating Product Development

Nick Coronges VP, Technology Partner, R/GA Ventures

How prototyping, crowdfunding and the R/GA Accelerator helped Hammerhead bring their bike navigation system to life.

Until recently, product development Crowdfunding and Pretailing Accelerating Iteration at the Front-End the Stratasys PolyJet printer, which was the exclusive domain of large, allowed them to “get into the details well-capitalized companies. Over the For a palpable example of how quickly Like most of the companies in the and see how the surfaces blend and last decade, accelerator programs the shift towards hardware is taking R/GA Accelerator, Hammerhead how the light catches.” and venture capital have fueled place, one only needs to look at came to the program with ‘looks-like’ software and Internet startup growth, crowdfunding site Kickstarter, which and ‘works-like’ prototypes. These Having the ability to quickly test the but there hasn’t been an equivalent just hit the $1 billion mark in pledges. early prototypes, explained Piet Morgan, device in context was critical. Piet for startups in the hardware space. Crowdfunding, whether through CEO and Founder of Hammerhead, explained that they needed to build But the dynamics are rapidly shifting, Kickstarter, Indiegogo, or any of the were built “entirely using rapid a product that worked for a variety of and new tools and services are making other clone sites, plays a multifaceted prototype techniques, 3D printing bikes and biking environments. it easier for anyone to create hardware. role in the hardware startup ecosystem. and off-the-shelf electronics.” Like “A lot of what 3D printing allowed us Not only does crowdfunding allow many other hardware startups, to do was to continually test the As a mentor in the R/GA Connected entrepreneurs to raise up-front capital, Hammerhead used modules from device across a variety of situations Devices Accelerator, I had a front- which is more critical for building Sparkfun, and 3D-printed parts and see if it looked out of place. row seat to the democratization of hardware prototypes than it is for web from Shapeways. There’s no real science to whether hardware development, watching ten startups, it allows companies to “pretail” something looks out of place, you startups rapidly develop their ideas into their products. Pretailing helps de-risk But the Hammerhead team found that just know.” innovative products. I sat down with the endeavor by helping founders the biggest problem in creating those the founders of one of these startups, assess the demand for their product first prototypes was the lead-time Hammerhead, to learn more about before the factory investment is made. on shipping certain components. These how they created an intelligent bike Pretailing also acts as an early feedback delays were alleviated while working navigation device and their advice loop, allowing startups to interact in the R/GA Connected Devices to other aspiring hardware startups. with their customers and make changes Accelerator space, where Hammerhead before the product design is locked. and other teams had access to a room Following are the highlights of our full of MakerBot Replicators and a conversation with Piet, Laurence, Hammerhead was one of the companies professional grade Stratasys printer. and Julio of Hammerhead; in the R/GA Connected Devices “In the beginning we started with the visit futurevision.rga.com for the Accelerator that entered the program MakerBot printers because we full interview. with a successful crowdfunding could get the product in our hands campaign; the Hammerhead team raised and feel the proportion, which is a very $200,000 for their bike navigation device important first phase,” said Julio while the Owlet team raised $175,000 in Radesca, who heads up Product Design pre-sales for their connected baby sock. at Hammerhead. As they started to refine their product, they started using Continued on p.24 R/GA FutureVision Summer 2014 22 R/GA FutureVision Summer 2014 23

November 2012 February 2013 March 2013

May 2013 June 2013 R/GA Connected Devices Accelerator March 2014 R/GA FutureVision Summer 2014 24 R/GA FutureVision Summer 2014 25

Designing for manufacturability What I Learned from the R/GA Piet explained that Connected Devices Accelerator: The accessibility of prototyping tools Starters and Scalers Hammerhead needed is a double edged sword for many hardware startups. Tools like Arduino I learned two things from being a mentor and 3D printers lower the barriers of to Hammerhead and the other nine to build a product entry at the front-end of the cycle, but startups in the inaugural class of the can give a false sense of confidence R/GA Connected Devices Accelerator: that worked for a to teams not familiar with DFM (Design for Manufacture) and building supply 1. Large players and product variety of bikes and chains. Those barriers to entry are development veterans are alive and well. Like the Friendsters of eager to work with startups: biking environments: the Software Era, companies unable to This observation is a centerpiece of navigate the pitfalls of manufacturing the Techstars “give first” philosophy, “3D printing allowed flame out, as is already evident from the idea that anyone, no matter how the litany of Kickstarters whose successful and experienced, will advise updates seem to perpetually bear and help other founders, without us to continually test news of other unforeseen delays. any expectation of repayment.

the device across To avoid this pitfall, it’s helpful for The reason for this, more often than startups to have product development not, is that working with startups a variety of situations veterans as mentors. Hammerhead forces executives to look at their worked with Dragon Innovation, who company’s own inefficiencies and and see if it looked was able to identify elements of their bottlenecks. The fresh perspective design that might be more complex provided by startup founders can or expensive than originally thought. open established companies to out of place.” Laurence Wattrus, Head of Hardware new opportunities, before they are at Hammerhead, explains how working blindsided and disrupted themselves. with Dragon Innovation and the R/GA The CEO of one large service provider Connected Devices Accelerator helped said he gets more out of working the team build a better product. “By directly with startups than all his hired guiding us towards the right questions, management consultants combined. linking us with experienced advisors to model our costs correctly and 2. Accelerators provide a challenging our assumptions about framework for connecting tooling and component selection, different groups and processes: the teams at R/GA and Techstars Accelerators like R/GA’s help people helped us take Hammerhead to the and processes from the extreme next level. Quite honestly, with the ends of the spectrum benefit from expertise and help we have access to exposure to each other. Hardware here, manufacturing has transformed developers learn from mobile and in my mind from an anvil to a balloon, platform developers. Hardware and carrying us skywards away from software engineers learn to design what we thought was possible.” compelling user experiences and build brands. Startups learn to scale. Big brands learn how to move faster. R/GA FutureVision Summer 2014 24 R/GA FutureVision Summer 2014 25 “prototypes don’t equal finished, sellable products; barriers to designing for large-scale manufacturing are still very much a reality.” R/GA FutureVision Summer 2014 26 02/ Letting Creative Cultures Flourish R/GA FutureVision Summer 2014 27 R/GA FutureVision Summer 2014 28 R/GA FutureVision Summer 2014 29

To remain at the cutting edge of innovation, organizations need to create environments that embrace change, experimentation, and the possibility for failure.

Steven Johnson did a great job articulating the type of environment that fuels creativity. He explains that the best way to encourage new ideas is not to fetishize the spark of genius. Innovation doesn’t happen in isolation: it requires friction and is a direct result of the sharing, exchanging, and cross- entanglement of many ideas. R/GA FutureVision Summer 2014 28 R/GA FutureVision Summer 2014 29

Cafés The Internet

The Ideal Office Space

Cities

Cafés have historically been meccas Cities provide a similar function as The Internet has many of the same The Ideal Office Space combines of creativity, providing an accessible, cafés on a grander scale. The diversity attributes of cafés and cities, but the best aspects of cafés, cities, and open environment where caffeinated of industries and individuals living in rather than being confined to physical the Internet. Borrowing from cafés, people can casually sit and share such close proximity inevitably leads to spaces, the Internet allows us to organizations should provide an ideas. Recent research shows the cross pollination, which leads to insights collaboratively innovate on a global inclusive, accessible environment background chatter of coffee shops that otherwise might be lost in isolation. scale, all in real-time. In fact, 90% of for employees to share their ideas. actually boosts creative thinking. Research shows the average resident of the world’s data has been generated Borrowing from cities, work spaces a city with a population of over 5 million over the last two years thanks to the should be designed to bring is almost 3 times more creative than the exchange of ideas across the web. together different points of view average resident of a town of 100,000. that create the friction needed to produce the best ideas. And from the Internet, organizations should provide opportunities that allow employees to collaborate across job titles and departments. R/GA FutureVision Summer 2014 30

Trends Designing the Ideal Office Space

Business organizations have studied the impact of physical spaces on employees’ ability to innovate and think creatively. Companies are designing workspaces that simultaneously reflect and reinforce their brand values, all while promoting spontaneous meetings and fostering collaboration among departments.

Burberry has a glass roof to remind Square’s office space is reflective of the staff of the rain and inspire them to clean, crisp lines the mobile payment design for it. According to Emily Cronin service is known for. Founder Jack of the Daily Telegraph, “The design team Dorsey requires employees to clear their works on the top floor so that when it desks at the end of each day to reinforce rains they hear the drops plink on the the brand’s user-friendly values. roof, reminding them of the centrality of the weather to their creations.” Urban Outfitters’ headquarters mirrors their brand portfolio: fashion-forward Bloomberg has no private offices; with a penchant for antiques. The even meeting rooms are enclosed by renovated shipyard boasts refurbished glass. Reporters, editors, market data original features, and provides a light specialists, and executives all rub and airy workspace. Since renovating, elbows at desks arranged like a trading employee turnover has dropped 11 floor. From the ground, elevators funnel percent and overall sick days are down. every single employee to the sixth floor, where they then scatter to more than 30 other floors. R/GA FutureVision Summer 2014 31

Chloe Gottlieb, SVP, Executive Creative Director, R/GA, talks with Paola Antonelli, Senior Curator of Architecture and Design, Director of R&D, MoMA, about the future of office spaces: “no matter what, we have to keep experimenting, especially when it comes to office spaces. The way offices of the 1950s were transformed into the negative cubicle can also happen to the open spaces of today.” Watch the full interview with Paola Antonelli at futurevision.rga.com R/GA FutureVision Summer 2014 32 R/GA FutureVision Summer 2014 33

Zappos

Zappos is well known for promoting employee creativity. To motivate employees to move around the office and interact with staff they might not otherwise work with, the company provides a completely moveable desk solution. Power and Internet come from the ceiling to assist the freedom of movement.

Photo courtesy of Zappos

Timbuk2

The design team at Timbuk2 sits just steps from the factory floor. These diverse experts iterate rapidly, problem solve in real time, and discover efficiencies through multidisciplinary collaboration.

Photo courtesy of Timbuk2 R/GA FutureVision Summer 2014 32 R/GA FutureVision Summer 2014 33

Airbnb

The conference rooms at Airbnb are exact replicas of the service’s coolest listings from around the world, creating a unique link between work and home that, like Burberry’s roof (see page 30), provides inspiration for employees.

Photo courtesy of Airbnb R/GA FutureVision Summer 2014 34 R/GA FutureVision Summer 2014 35

Trends When the Walls Come Down

In addition to physically restructuring work environments, companies are restructuring their internal business practices to be more transparent and welcoming to all voices.

What good is an open-office floor Zappos takes the idea of a flat bring the top three to life. The company plan if higher-up decision makers organization to a whole new has also introduced several innovation can’t hear what’s going on? A creative level, completely doing away with centers called Foundrys that provide a idea can come from anyone inside hierarchy. Hoping to keep scaling up physical location for venture capitalists an organization, from the lowly intern without letting bureaucracy set in, and start-ups to meet with AT&T to all the way to the CMO. By killing the company introduced in 2013 a pitch their ideas. Through a 10-minute traditional hierarchy and creating self-governing holacracy system in structured pitch process, people flatter organizations, it’s possible to which there are no job titles and no receive an immediate answer. The create a system where all ideas are managers, and employees organize intention of the Foundrys is to develop heard, letting the best rise to the top. themselves by forming “circles” ideas into functional prototypes. where they can take on any number Reverse mentoring is also proving of roles without being constrained The emphasis of business has always successful at flipping the traditional by the specificity of their job title. been on big, bold, extroverted leaders. model of lower-level employees learning But because introverts make up a from higher-level employees. Reverse Organizations that want to promote a sizable portion of the workforce, these mentoring recognizes that younger, culture of openness and inclusiveness new organizational structures enable often lower-level, employees have don’t necessarily have to go as far as all personality types to contribute. more knowledge in specific areas, like Zappos to foster open idea exchange. social media, than their older, more AT&T promotes creativity from within established co-workers. Reverse with programs like The Innovation mentoring creates an open, two-way Pipeline (TIP), which allows anyone to exchange of insights across generations submit an idea, no matter what his or and titles, flattening an organization by her level. Employees vote on the ten breaking down knowledge barriers. best suggestions every quarter and then collaborate across departments to R/GA FutureVision Summer 2014 34 R/GA FutureVision Summer 2014 35

Zappos Holacracy

CEO Tony Hsieh on the company’s decision to adopt a non-hierarchical organizational structure, “Research shows that every time the size of a city doubles, innovation or productivity per resident increases by 15 percent. But when companies get bigger, innovation or productivity per employee generally goes down. So we’re trying to figure out how to structure Zappos more like a city, and less like a bureaucratic corporation... to enable employees to act more like entrepreneurs and self- direct their work instead of reporting to a manager who tells them what to do.”

Photo courtesy of Zappos

AT&T’s TIP

More than 130,000 employees have participated in The Innovation Pipeline (TIP). More than 25,000 projects have been submitted, and $38 million has been invested in these projects. AT&T Study Abroad, which provides better travel packages, is just one example of an employee-submitted idea coming to life. Initially serving 270,000 study-abroad students, the initiative has expanded to military and government employees. R/GA FutureVision Summer 2014 36 R/GA FutureVision Summer 2014 37

Trends Enabling Collaborative Innovation

Organizations are also realizing that good ideas and a fresh perspective from outsiders can drive innovation. Outsiders can often offer insights that may have been overlooked, as well as bring entirely new ideas to the table because they are not blinded by corporate procedures.

To harness these outside insights Mondelez partnered with consulting and usher in change, hackathons, firmContagious to create the Fly accelerators, and open-innovation Garage, a physical lab where the brand initiatives have become a part of brings in partners, like innovation studio the modern-day corporate lexicon. Deep Local, for two-week incubation Consumer-facing brands like Nike have spurts to work on a specific area of the hosted accelerators to help aspiring Mondelez core business. At the end of start-ups develop their products the two weeks, an idea is brought to life. and services. For instance, Nike’s co-branded Techstars accelerator These open innovation systems advanced the capabilities of its enable brands to become platforms Nike+ platform. R/GA is leading the for creativity, providing the opportunity way for the agency-led accelerator to increase consumer loyalty, connect model. The Techstars co-branded with new partners, and strengthen accelerator program recently graduated client relationships by raising the 10 emerging start-ups in the field of bar on best-in-class work. connected devices.

Brands have also found success by engaging their stakeholders through open-innovation platforms that harness their constituents’ collective ideas. GE issued a challenge to entrepreneurs to redesign parts of an aircraft engine, and the Lego Cuusoo platform encourages fans to submit ideas for new sets. Similarly, Starbucks customers suggest ways to improve the customer experience on MyStarbucksIdea.com. R/GA FutureVision Summer 2014 36 R/GA FutureVision Summer 2014 37

R/GA Accelerator

The R/GA Connected Devices Accelerator is one of Techstar’s co-hosted branded accelerators.

MyStarbucksIdea.com

The community hub has received more than 150,000 ideas from customers in the past five years, leading to the implementation of 277 innovations by May 2013. R/GA FutureVision Summer 2014 38 R/GA FutureVision Summer 2014 39

Trends Structuring Creative Freedom

Beyond the corporate sprints, one-off events, and three-month accelerators, organizations are attempting to institutionalize creative freedom into their core business development strategy. Giving employees the freedom to experiment, tinker, and develop new ideas is a valuable skill often absent in large bureaucracies.

The trick for companies is figuring out and trusting their staff. Perhaps the most opportunity for employees to find fresh just how much creative freedom and famous example of intrapreneurship inspiration from a new workspace. time they should extend to consumers, is Google’s 20 percent program, An added bonus? No distracting office employees, and external stakeholders. credited for the creation of Gmail and meetings. With no real rules and no real agendas, Google Now. Google didn’t invent unstructured ideation often looks like the idea of giving employees time All of these programs have a shared chaos. It is a delicate dance to balance to experiment with their own ideas; vision: creative freedom is beneficial for structured goals with uncharted play. the company borrowed the idea both the employer and the employee. Burning Man does it exceptionally well. from 3M, where that company’s 15 Google made headlines in 2013 when The event starts as a blank template: percent time program famously and it announced greater restrictions on attendees are made into participants accidentally created the Post-it Note. its 20 percent time, and while it’s now and the community builds everything Other top Silicon Valley companies jokingly called 120 percent time by from the ground up. At the end of the like Microsoft, LinkedIn, and Apple employees, the mentality remains the week-long festival, everything is torn offer employees the opportunity to same: side projects are valuable for down, only to be re-born the next work on side projects with [In]Cubator, both the employee and organization. year. This repetitive iteration means Garage, and Blue Sky, respectively. Organizations providing the tools and attendees are constantly challenged support that employees need to pursue to improve their creative ideas year Companies like Quirky and Crowdtilt passion projects are poised to benefit to year, and the event is always new take slightly different approaches to from the overflow of their innovations. and relevant. Companies should strive giving employees creative freedom. to create a “Burning Man in a Box” Quirky mandates a “Blackout” once environment for employees, giving them a quarter, where the entire company enough freedom for creative expression, shuts down for a mandatory one-week but ample boundaries so things stay vacation. Employees are encouraged in control. to recharge while pursuing personal interests. Crowdtilt offers a “hackation,” This playful approach to innovation is allowing employees the opportunity called intrapreneurship: it is about big to work from anywhere in the world corporations acting small, taking risks, for a week. It’s not a vacation, but an R/GA FutureVision Summer 2014 38 R/GA FutureVision Summer 2014 39

3M 15 Percent Time

3M encourages employees to spend 15% of their time working on their own projects. This policy has been in effect since 1948.

Quirky’s Blackout Week

According to CEO Ben Kaufman, “there’s no reason to run this machine 52 weeks a year. We’re launching three products a week. If we can run it for 48 and have everyone be happier and healthier, we’re still making invention accessible, and it’s more sustainable.”

Photo courtesy of Quirky R/GA FutureVision Summer 2014 40 R/GA FutureVision Summer 2014 41

conversations Innovation from the Top Down

“At GE, we have 50,000 of the world’s best researchers, scientists, and engineers. That’s a huge amount on any scale, but it’s a tiny sliver compared to the total number of smart people in the world.” — Alex Tepper R/GA FutureVision Summer 2014 40 R/GA FutureVision Summer 2014 41

Image courtesy of General Electric R/GA FutureVision Summer 2014 42 R/GA FutureVision Summer 2014 43

Alex Tepper Global Director of Innovation, General Electric

Jeff Mancini, VP of Product Innovation, R/GA, speaks with Alex Tepper, Global Director of Innovation, General Electric, about how his team is creating a culture of innovation by adopting new business models and looking to the crowd for inspiration.

Jeff Mancini: world. There’s so much innovation AT: guarded. Can you talk a little more about Alex, we’re living in the golden age of coming out of the startup world, so We’re already starting to see how our GE’s new approach to how you treat IP? innovation. What does innovation mean we’ve worked a lot with startups and big incubations and lean start-ups are for GE, and how has it changed over the thinkers in the space to figure out what having a real impact on all of GE’s AT: course of the company’s history? they’re doing right. Now we’re trying 300,000 employees. Part of this is IP for GE is extremely important. to apply some of these learnings, like because we’ve proven the incubation Historically, we’ve been a very inwardly Alex Tepper: new business models and new ways of model works, and part of it is because focused company. We have some of The innovation journey for GE has getting products to market, to traditional our CEO is so excited about creating the best researchers, scientists, and been a long one. GE has been around processes at GE. So far this approach a culture of innovation. The incubation engineers in the world, and we’re a big for something like 130 years, so to be has worked extremely well for us. model has really proven itself in its company, so we have about 50,000 around that long and be a leader in the ability to cut through bureaucracy and of them. That’s a huge amount on any space, we’ve done a lot of innovation JM: create a culture of experimentation. scale, but we’ve realized that it’s a tiny over the years. For us, the nature of Did GE restructure around the new sliver compared to the total number of innovation has changed. It’s historically way you approach innovation? JM: smart people in the world. So rather been about technical and process It sounds like your team has gotten a than focusing on keeping our engineers innovation, but it’s now becoming AT: fair amount of investment, both in terms working on these pieces of IP, we’ve much more about business model We haven’t done any wholesale of both support and finances, to drive opened it up to the outside world. innovation and speed to market. restructuring around driving innovation. this new approach to innovation at GE. Instead of 50 engineers working on Our approach is to experiment; to pilot a project, it’s now 50,000 engineers A lot of it’s about culture change, and and incubate projects with smaller AT: working on a project. not in the fluffy principles way. It’s teams, and then blow them out when It’s interesting. GE is a huge company, much more about applying external they are successful. We’ve been very and we have a huge amount of money. We’ve seen a lot of cross-pollination models, like lean startup methodologies focused on experimentation and figuring But the way we approach innovation from other industries with this approach, to hardware development at GE. out what does and doesn’t work. For isn’t by tossing money at it. It’s very and we’re getting better designs from It’s a very different approach for a things that don’t work, we don’t get too much like a bootstrapping approach, the variety of different viewpoints. traditional way of doing things at GE. stressed about them, and move on. where we spend a small amount of Failure shouldn’t be a huge stigma. For money to experiment and try something JM: JM: the things that do work, we double down out before we put a humongous amount GE’s relationship with Quirky has As you allude to, GE’s approach on them and do them in a big way. of money behind it. In a lot of cases, garnered a lot of press. Can you to innovation has historically been innovation can’t necessarily be bought. talk about the process of identifying more methodical, process driven, JM: It needs to be learned, and it needs to that opportunity and how you and iterative, but today, GE is A lot of companies are trying to create be a cultural thing at GE. And that’s actually brought it to life? starting to act more like a startup. a similar incubator-type of environment what we’ve really started to drive. What prompted that change? for innovation where small teams lead AT: the way for the larger organization. Do JM: We’re big believers in the AT: you see this ultimately changing the GE made headlines for opening up IP democratization of design and the At GE we try to experiment as much way an entire company behaves? to the public. It’s a pretty radical shift democratization of technology. As as possible, and part of that is learning from the traditional thinking that IP is a tools and the ability to make hardware about what’s going on in the outside principle asset and should be closely becomes much cheaper, the number R/GA FutureVision Summer 2014 42 R/GA FutureVision Summer 2014 43

of innovators is going to exponentially source side of the continuum than the the micromanufacturing facility, and then to market quickly—with co-creation increase. Quirky is a great platform of pure closed IP. That’s a big change they will get early access to the products and micromanufacturing. This will inventors and is incredibly interesting for GE. And the reason for that is to so they can give us feedback. We’ll allow us to tap into the crowd for because it engages the crowd to get give access to as many great minds use this feedback to tweak designs, design and pair it with our ability to products to market very quickly. out there as possible. Let’s access the and then produce another small batch produce prototypes very quickly. global brain to get better designs. of these appliances, and continue this This will allow us to get products into GE creates an incredible amount of iterative process until we feel like we markets in months rather than years. IP in our global research center, and JM: have the appliance in its perfect state, we saw an opportunity to turn some Let’s talk more about the global brain. before finally launching it in a larger way. JM: of that latent IP over to Quirky to see How do you find the right partners in What makes you nervous and keeps what innovations the crowd could this new open, co-creative approach? This is very different from the way we you up at night in terms of where the come up with, and they came up with used to approach things: a small group innovation space is going? some really incredible designs. AT: of 5 or 50 engineers would design a I’m one of the co-creators of the Open product over the course of two years, AT: We’re now invested in Quirky, and are Innovation Center of Excellence, a feel like they had it perfect, and then we We’re extremely focused, as we launching a whole series of products platform that we use to figure out would build a huge factory and hope should be, on our speed to market. with Quirky and the Quirky community. what communities we can tap into the product was a success. This was What makes me nervous is that we’ll It’s a really exciting opportunity. for inspiration, whether it’s GrabCAD a very risky and expensive way to do be disrupted from the outside by for engineers, Quirky for inventors, things. Our new approach makes a lot people who are developing things in JM: or Localmotors for engineers. It’s more sense because consumers can a much faster manner and with a very Lots of companies talk about figuring out the best partner to work give feedback by actually touching, different approach than we have. I partnerships like the one with Quirky, with based on their community and feeling, and interacting with a product, don’t think our core businesses will but we often hear about them getting what kind of product we’re designing. which gives us a better idea if the necessarily be disrupted from the dismissed very quickly as being too We have huge plans of really scaling product is a fit for the market before we outside because of deep proprietary complicated with the IP rights and up co-creation and open innovation start producing it in a large-scale way. knowledge and an embedded royalties issues, among other problems. this year. We’re going to be launching customer base, but nonetheless Has it been as hard as people think it some really cool challenges soon. JM: that’s what makes me nervous. is to do these collaborative efforts? What’s the roadmap for innovation at GE JM: now that you’ve had some successes Watch the full interview with Alex AT: How do these communities under your belt? How do you scale Tepper on futurevision.rga.com. It hasn’t been hard to figure out, but it give you feedback and help you this new approach throughout the was certainly hard at first to sell in to create a better product? organization? GE legal groups. But now everyone is on board. We are big fans of the open AT: AT: source movement in general. There are I’ll give you a great example with the The future for innovation at GE is a always components that are going to First Build Community, who we’re new model for the way we work, and be walled off from an IP perspective, partnering with to focus on major it’s combining new models from the but in general, we are very much going appliances. The community will help us outside—new business models, new to be skewing more towards the open decide which appliances we’ll take to platforms, new methods to get R/GA FutureVision Summer 2014 44 R/GA FutureVision Summer 2014 45

perspectives The Building Blocks of Creative Culture

Jennifer Remling Chris Stutzman SVP Talent, Recruitment, R/GA VP, Managing Director, Business Consulting, R/GA

How R/GA, Netflix, and Pixar built a culture of creativity by promoting openness and dismissing bureaucratic rules.

Ideas are the lifeblood of a thriving have an outlet or explicit permission The curriculum within the R/GA Talent responsible people who are self- company. They are what lead to freely share their ideas. Or even Accelerator centers on a few critical motivated, self-aware, and self-starters. to breakthrough new products, worse, don’t think their ideas will be components: 1) it establishes R/GA The Netflix leadership team also doesn’t reinvigorated brand campaigns, and valued and fear possible retribution. standards within specific disciplines tolerate what they call “brilliant jerks,” innovative business models. And great 2) it imparts best practices on how to people who, while more than capable of companies recognize that great ideas How Do You Establish address obstacles that get in the way of performing, inhibit the sharing of ideas, come from anyone, anywhere, and a Creative Culture? doing great work 3) it develops fluency opinions, and criticism that are critical that creativity lives in a company’s on how to communicate and collaborate to a culture of creativity and innovation. culture, not a single department. Employees must be able to work across the many disciplines at R/GA. That’s why, no matter if you work at together and push each other’s ideas As such, Netflix has been able to an agency, a startup, or a Fortune for a creative culture to thrive. How Because everyone is initiated in maintain a creative culture by hiring 500 company, the more creative your can companies embrace openness R/GA culture from day one, the (and retaining) employees who culture, the better your ideas will be. and idea sharing to create a creative agency has been able to create perpetuate a culture of self-discipline, culture? Below, three insights from consistently high quality work from freedom, and responsibility rather than What is a Creative Culture? companies who are flourishing because 1,400+ people across 13 offices. a culture run by the process police. of their creatively led cultures: Ed Catmull, President of Pixar, believes 02/ Purge Bureaucratic Hierarchies The underpinning of Netflix’s model that the signature of a creative culture 01/ Jumpstart a Creative Culture that Build Up Over Time is that responsible, innovative people is one in which ideas are valued and from Day One are worthy of creative freedom. When people feel free to share their ideas, As companies grow larger, they companies remove friction and give opinions, and criticisms with each other. tend to implement rules and talented employees the freedom to New recruits should be initiated into a processes that become barriers focus on what’s really important— company’s cultural norms of sharing Openness, then, is a core component to creativity, often driving out the rather than learning to play by the ideas, opinions, and criticisms on day innovative, intellectually curious rules—creativity and innovation thrive. of a creative culture. But in many one. The R/GA Talent Accelerator companies, people keep ideas, people who thrive on in more flexible was created to help entry-level and environments. When this happens, 03/ Sharpen Creative Culture opinions, and criticisms to themselves. junior talent successfully integrate Why? Some reasons may be personal, companies quickly lose their edge. with Seasoned Talent into the agency and start making as in they don’t want to share the glory an impact quickly. The program of their idea. Others might not feel Netflix decided to take the opposite A company’s creative culture should accelerates cultural norms and approach. They increased, rather than harness the collective expertise of comfortable sharing their opinions expectations for how things are done, or responding to criticism. But most limited, employee freedom as they grew, its constituents and be shaped by and gives young talent the confidence so they could continue to attract and seasoned talent. Pixar has created a reasons are institutional, embedded into they need to take the mantle. a corporate culture where people don’t engage innovative people. They’ve set culture that shares ideas, opinions and a standard of hiring high performing, criticism by turning senior talent into R/GA FutureVision Summer 2014 44 R/GA FutureVision Summer 2014 45

trusted advisors called the Braintrust. discomfort of receiving frank feedback The premise of the Braintrust is simple: is minimized by the structure of the put smart, seasoned people in a room session; the object under scrutiny is together, charge them with identifying the film, not the director. By keeping and solving problems, and encourage creative egos in check and subjecting them to be candid. The ultimate everyone to a jury of proven peers, goal? Give Pixar a repeatable way Pixar has propelled its creative to push the director of a film toward culture on an incredible run of excellence and root out mediocrity. fourteen number one box office hits, beginning with Toy Story in 1995. The benefit of the Braintrust is that it helps clear the way for better creative Clearing the Air for Free thinking. During the filmmaking process, Flowing Creativity directors will typically get “lost” in the project at some point. That’s where Is there a formula, blueprint or playbook the Braintrust comes in. The Braintrust for building a creative culture? We don’t meets roughly every three months to think it’s as simple or straightforward review projects with directors. The as that. But we do know that it isn’t as intention is to make everyone smarter mystical and mysterious as you might by putting many solutions on the table think. The culture of your company is like in a short amount of time, helping clear the air we breathe. You take it for granted the way for better creative thinking. every day, but it dictates the quality of What’s different about the Braintrust everyday life and work. At a company feedback mechanism? It’s made up with a smoggy creative culture, the flow of people with a deep understanding of innovative energy is stifled and unclear. of storytelling, who usually have been At a company with a thriving culture of through the process themselves. The innovation and creativity, ideas flow second difference is that the Braintrust freely as they are candidly shared and has no authority; it’s up to the director to critiqued across the organization. figure out how to address the feedback.

In order for the Braintrust to work, the director has to be willing to receive candid feedback. Any potential R/GA FutureVision Summer 2014 46 03/ The Evolution of Branded Storytelling R/GA FutureVision Summer 2014 47 R/GA FutureVision Summer 2014 48 R/GA FutureVision Path to productSummer 2014 manufacturing 49

Storytelling has always

Cafés The Internet been a part of human culture. Dif culty The ideal Advertisers’ ability to tell of ce space Today stories has changed thanks 5 years ago to technology, which has Prototype Manufacturing Cities created new storytelling channels and new ways of experiencing them.

Spectrum of Content

Short form content Long form content

:30

Every new screen or social network provides a fresh Status update Static image Animated 6 second 15 second Long form YouTube :30 second Long form GIF video video web content video TV spot TV spot opportunity for brands to creatively engage their consumers. Because each new technology uniquely depicts messages, branding strategies must keep pace for stories to remain relevant with consumers.

A well-written, timely tweet can be just as effective as a big budget, high fidelity film. Today’s creatives need to be equally equipped to execute across the content continuum. R/GA FutureVision Summer 2014 48 R/GA FutureVision Path to productSummer 2014 manufacturing 49

Storytelling has always

Cafés The Internet been a part of human culture. Dif culty The ideal Advertisers’ ability to tell of ce space Today stories has changed thanks 5 years ago to technology, which has Prototype Manufacturing Cities created new storytelling channels and new ways of experiencing them.

Spectrum of Content

Short form content Long form content

:30

Status update Static image Animated 6 second 15 second Long form YouTube :30 second Long form GIF video video web content video TV spot TV spot R/GA FutureVision Summer 2014 50

Trends From Information to Entertainment

Over the years, advertising has become less about providing information to consumers, and more about crafting a story to entertain them. Consumers have started judging not only the product advertised, but also the personality of the brand.

Old Spice reinvigorated its aging, The Lego Movie is another great clothing line, highlighting the fine line nearly forgotten brand in 2010 with a example of content driven marketing. between selling a product and telling a humorous ad campaign that replaced Essentially a 100-minute ad for the toy story with great content. sterile endorsements by doctors with company, its film appeals to a wide- entertaining, dynamic, and at times, ranging audience. The movie was a The examples we reference in the nonsensical content driven by a hit because the product and brand rest of this article demonstrate how personable and attractive comedian. were interwoven, yet nothing about muddled the space between content The approach reversed the perception the experience read “ad.” Lego is and communication has become as that Old Spice was your grandfather’s obviously at the heart of the movie, as advertising strategy moves away from preferred brand of deodorant and made a product and as a design element, the information age and becomes a Old Spice cool again with younger but it’s really about the story. The film source of entertainment for consumers. audiences—and something people weaves the brand values of making actually wanted to talk about. and creating throughout the narrative, pitting creative “master builders” Since the brand’s 2010 breakout ad, against those who go through life Old Spice has continued to evolve its simply following the instructions. strategy, pulling the target audience into its pitch by creating absurd video Traditionally advertising and feature games, interactive videos, and even fake films have been considered to be at websites, essentially creating content opposite ends of the content spectrum, its target audience would find on Reddit with completely different forms and or YouTube, or play on Xbox. Old Spice functions. The two are not all that successfully repositioned itself for a different in today’s landscape. Take younger demographic; more importantly, the viral hit “First Kiss,” a short film in by focusing on great, compelling which 20 strangers are asked to share content, it shifted its strategy to align a kiss. The film turned out to be not a with how consumers relate to brands. film at all, but rather an ad for a women’s R/GA FutureVision Summer 2014 51

Old Spice “The Man Your Man Could Smell Like”

This campaign has earned nearly 50 million views since its 2010 launch. More impressive is the campaign’s effect on Old Spice body wash sales; according to Nielsen, sales of Old Spice body wash were up 60% three months after “The Man Your Man Could Smell Like” first appeared. Six months after its debut, sales of Old Spice body wash had more than doubled from the previous year.

Wren’s “First Kiss”

“First Kiss” was viewed over 70 million times in just two weeks. The viral video drove awareness and sales for the small fashion label; compared to the week before the video was released, traffic to the website increased 14,000% and online sales rose 13,600%. R/GA FutureVision Summer 2014 52 R/GA FutureVision Summer 2014 53

Trends The New Brand-as-Media Company

While Lego is a great example of how brands are competing with more traditional media companies, some brands are attempting to become media companies in their own right.

Not unlike ESPN or other cable the brand’s product offering is also channels, these brands are essentially the strongest advertisement of its creating their own channels of content, capabilities. When average consumers actually showcasing the unique benefits or sponsored athletes strap on a GoPro of their brands rather than merely talking to film their adventures, they capture about them. an authentic experience, becoming the hero of their own story. With this pure From big budget events like jumping messaging of “show me” rather than “tell from the stratosphere to strapping a me,” GoPro is doing what no advertising GoPro to a teenage kid doing parkour, agency could ever do: providing real Red Bull sees itself as fueling what first-hand perspective. Consumers who author Chris Anderson refers to as purchase a GoPro automatically become the “long tail” of extreme sports. The brand ambassadors when they post a beverage company packages extreme video online, advertising GoPro’s ability sports and stunts into adrenaline-fueled to capture everything from a shark videos, distributing them across the web attack to a firefighter saving a kitten. in place of advertisements. The brand’s message, “Red Bull Gives You Wings,” Like Red Bull and GoPro, Intel is a is delivered in these high-octane films company that sees itself as powering far better than any ad could ever do. an entire culture, albeit one with fewer Instead of providing consumers with a backflips. The semiconductor chip metaphor of the brand promise, Red maker partnered with VICE in 2010 to Bull actively demonstrates it with great increase its relevance among global content. youth and reinforce its role in powering creative technology with the Creators Red Bull faces strong competition Project. The platform spotlights from GoPro: although many Red Bull- innovators at the intersection of art and powered stunts rely on the wearable technology through a TED-like archive of camera, GoPro is building a media videos, and it helps demonstrate Intel’s empire of its own. Unlike Red Bull, capability to power creative initiatives. GoPro is in a unique position because R/GA FutureVision Summer 2014 52 R/GA FutureVision Summer 2014 53

Red Bull “Stratos”

More than eight million people around the world tuned into YouTube to watch Felix Baumgartner jump live from space. His jump was a perfect trifecta of results for Red Bull: Baumgartner made history as the first person to break the sound barrier, the stunt is now the most watched live stream in history, and sales in the U.S. rose seven percent in the six months following “Stratos.”

GoPro Videos

GoPro is the fifth biggest brand on YouTube and as only 2% of the top 5,000 YouTube channels are from brands, this is a considerable achievement. The company’s content strategy hinges on showcasing its users’ GoPro footage, which the brand shares on its four YouTube channels and across social media. The brand’s 1,591 videos boast more than 1.78 million subscribers, and more than 416.6 million views. R/GA FutureVision Summer 2014 54 R/GA FutureVision Summer 2014 55

Trends Shaping the Narrative Through Social Activation

Brands have invested in creating high quality content that resonates with consumers, but in the social age, it can be difficult for brands to own their conversation. Content takes on its own life as it spreads across social media channels, morphing and twisting with consumer input.

Gone are the days when consumers was unveiled, fans around the world leaned back to receive branded responded with their input on how to messages. They now lean forward assemble the best team and what the to interact with and shape a brand’s team’s strategy should be to defeat the communication. Brands who leave room aliens. In fact, the Galaxy team was for their story to grow can help steer the originally supposed to have only 11 narrative rather than react to it. members, but fan interest was so strong that Samsung added two additional Toshiba and Intel have won praise members to complete the story. for their Inside film series, social films with narratives requiring active fan Essentially with both campaigns, contribution. The third installment of the brands created outlines for their the series, The Power Inside, asked narratives, but left enough of the fans to audition for roles in the movie, storyline open so fans could feel they and the film’s story arc was designed were a part of the action. Instead of to change based on participation. attempting to control the story, The Power Inside and Football Will Save Similarly, Samsung created Football the Planet embraced the fluidity of Will Save the Planet, a fluid digital social media, letting fan input evolve campaign for the Galaxy 11 that pits the content. This is not the same human soccer players against invading as brands sitting back and letting aliens. For the campaign, Samsung consumers drive the story; the brands assembled a team of 13 of the most were always one step ahead of the story, renowned soccer players, each from with enough knowledge about their a different country. The campaign audience to anticipate the next move. was revealed in a series of videos, introducing each team member one by one. As each Galaxy 11 team member R/GA FutureVision Summer 2014 54 R/GA FutureVision Summer 2014 55

Samsung “Football Will Save The Planet”

The videos have generated more than 28 million views. Millions of fans from 250 countries have spent nearly 100,000 hours visiting the site. A third of those visits are from mobile devices, and two-thirds are referred from social media. The press has embraced it as a blend between marketing and news, generating a billion earned impressions. And because the Galaxy 11 content is so rich and valuable, Samsung is now using it as a TV spot in several local markets, bringing the story full circle.

Intel&Toshiba “Inside” Film Series

The launch of the first installment “The Inside Experience” in 2011 was groundbreaking— this social film was an entirely new concept. The campaign received 7.2 million views online, but increased positive brand opinion of both Intel and Toshiba by seven percent and five percent respectively. Toshiba also saw a double-digit percent increase in weekly laptop sales during the campaign, and purchase consideration for Intel rose eight percent. Intel and Toshiba built on the first campaign’s success, and in 2013, the third installment, The Power Inside, received more than 51 million views.

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Trends Great Stories Must Span Devices

Because it is widely known that consumers now use multiple devices, a brand’s creative content must move seamlessly across televisions, smartphones, desktops, and tablets — not to mention gaming platforms and social networks.

In September 2013, the Mexican food downloads. Similar to Old Spice’s chain Chipotle launched an animated transformation, “Dumb Ways to Die” video, “The Scarecrow,” to promote found success by entertaining rather it’s “Food with Integrity” values by than lecturing their consumers. Both lambasting Big Food companies. While the video and the game stand on their compelling on its own, the video (which own, but complement one another by has over 12.5 million YouTube views) telling different sides of the same story. was actually a teaser for a mobile game that was downloaded more than Chipotle and Melbourne Metro used 250,000 times in the first week. In the great storytelling to turn what would game, players tilt and tap their phones have been standard, run-of-the-mill to protect veggies, rescue animals, ads into something worth sharing. By and deliver fresh food. By starting creating content that moved across with a well-produced video, Chipotle screens, the brands expanded their was able to seed its story, which was reach and made their messages reinforced further for consumers through stick with consumers. The ads tangible, interactive game play. prove that even the most uninspiring content—a fast food ad and a safety Melbourne’s transit system, Melbourne PSA—can be turned into a narrative Metro, similarly applied this two- that resonates with consumers. tiered approach of animated video and mobile game to help prevent train accidents. Starkly different from typical public safety announcements, “Dumb Ways To Die” has grown into an Internet sensation, with the original video garnering more than 97 million YouTube views and a smartphone game netting more than 14 million R/GA FutureVision Summer 2014 57

Chipotle “Scarecrow”

Although it’s a bit premature to fully judge the success of Chipotle’s recent “The Scarecrow” campaign, according to YouGov BrandIndex, Chipotle’s brand awareness score in the U.S. jumped from 64 percent pre-campaign to 70 percent a week later. After Chipotle aired “Back to the Start” during the 2012 Grammy Awards broadcast, systemwide revenue jumped 25.8 percent and net income rose 34.9 percent. While the campaign can’t be credited for all of the success, the chain’s first national TV ad surely contributed positively to the bottom line.

Melbourne Metro “Dumb Ways to Die”

Within a month, the ad was the sixth most shared ad of all time, ultimately reaching more than 97,500,000 views. But the campaign’s impact extends beyond mere popularity because its been repurposed as classroom materials and, more importantly, reduced accidents on the Melbourne Metro by 20 percent. R/GA FutureVision Summer 2014 58 R/GA FutureVision Summer 2014 59

Trends Getting Screen Specific

Instead of creating content that gets pushed from one screen to another, brands are creating storylines that simultaneously play out across multiple devices. The strategic opportunity lies in creating content that leverages features native to each device and explores the interaction between multiple devices.

In today’s fragmented media landscape, and can integrate sponsored products Advanced Research and Technologies a multidevice strategy can create into the conversation or deliver coupons research group, explores “what it additive experiences for consumers. through the app. means to have an experiential device.” Second-screen experiences gave us Similarly, the Nike SB App leverages a our first glimpse of content creation for Disney released an iPad app in phone’s accelerometer to allow users multiple devices, outsourcing additional conjunction with the re-release of The to view skating tricks in multi-view, bits of content to the smaller screens Little Mermaid. Screened in 16 theaters multi-angle videos. The app also helps sitting in our laps. These second across the U.S., “Second Screen skaters around the world connect with screens have, for the most part, been Live” allows viewers to sync their iPads and compete against each other. additive, simply providing additional with the film to interact with on-screen information or input mechanisms action, play games against other movie Other brands are exploring how for viewer feedback. American Idol patrons, and participate in sing-alongs. multiple devices can interact and sync streamlined this process by partnering The app enables the audience to feel as to create new ways for consumers with Google, integrating the show’s if it is an integral part of the story instead to experience a story. Arcade Fire voting feature directly into the search of a participant merely watching the released Just a Reflektor, an interactive giant’s nearly ubiquitous feed. story unfold. film that lets viewers sync their smartphones to their computers to Moving forward, “second screens” will Rather than being a secondary control the video’s visual effects—not likely shift in their priority, taking some destination, The Little Mermaid app by moving a mouse on a screen, but by emphasis away from the big screen and hints at the ability of brands to leverage moving their phone or tablet through redirecting it towards hand-held devices. native features of mobile devices to the physical space around them. For instance, Univision, the Spanish- enhance the plot of a movie or TV language media company, is enhancing show. Google’s “Spotlight Stories” the plot lines of its shows by letting demonstrates how features native to the viewers choose to “follow” specific phone, like tilting and flipping, can add characters. Viewers then receive text value to mobile storytelling. As Moto messages and little bits of information in X users move their screens, the story line with the plot. The additional content changes to match their perspective, is created by each show’s screenwriters which, in the words of Motorola’s R/GA FutureVision Summer 2014 58 R/GA FutureVision Summer 2014 59

Nike SB App

In less than a year, the app has been downloaded more than 340,000 times. Skateboarders have uploaded their own videos of tricks more than 43,000 times, and over 8,500 games of S.K.A.T.E have been played.

Arcade Fire “Just A Reflektor”

Arcade Fire won the Webby and People’s Voice Award for “Just a Reflektor” in the NetArt Websites category and a Webby in the Best Music category. R/GA FutureVision Summer 2014 60 R/GA FutureVision Summer 2014 61

conversations Technology’s Impact on Storytelling

“People skip bad ads, which is probably a good thing. It puts the onus back on creatives and brands to create something more engaging, something that people don’t want to skip.” — Ben Malbon R/GA FutureVision Summer 2014 60 R/GA FutureVision Summer 2014 61

Image courtesy of Google Creative Partnerships R/GA FutureVision Summer 2014 62 R/GA FutureVision Summer 2014 63

Ben Malbon Director of Creative Partnerships, Google

Richard Ting, EVP, Global Executive Creative Director, Mobile&Social Platforms, R/GA, speaks with Ben Malbon, Director of Creative Partnerships, Google, about making advertising more compelling, rethinking the advertising ecosystem, and the future of storytelling.

Richard Ting: development. How do you pitch the RT: game. I think this is phenomenally Ben, you and I both work in and around capabilities of Art, Copy & Code to In the same way Art, Copy & Code helps interesting from an advertising advertising. Most people don’t like brands like Burberry and Volkswagen brands experiment with the potential point of view, in terms of providing advertising because it interrupts their and the agencies they represent? of digital to connect with consumers, brands, creatives, and agencies experience- they skip over TV ads and Google’s “Project Rebrief” reinvented really interesting new opportunities tend not to click on banner ads. Brands BM: some of the most iconic TV ads of to reach viewers in what would have started to adapt their strategies A lot depends on a shared appetite the 1960s and 1970s for the digital otherwise be restricted to ad breaks. to this behavior, and are starting to to do something different, to try age. I think this project showed how create more engaging content and ad something new, and to step into a technology has impacted storytelling, It’s looking at ways that tablets, cell experiences for consumers. About a year place that is a little experimental- or at but at the same time, showed how phones, and the web can help people ago, Google launched the Art, Copy & least not very well mapped. It’s less of traditional mediums like TV are still enjoy the game in a different way, either Code program in an effort to reimagine a pitch and more of a shared sense of viable if they’re thought of in a different through information and data about the future of advertising. Can you tell us wanting to do something interesting. way for the digital consumer. what’s happening or through socially a little more about the program? In addition, we look for established connecting them with other fans. It’s brands that already have a track record Can you tell us how Google is really exciting, but I don’t think many Ben Malbon: for creating innovative marketing. reinventing the capabilities of traditional brands have done this well yet. Advertising is not going away. Bad advertising channels to better engage advertising is bad, and good advertising There has to be an understanding that consumers in the digital age? With Something like 3 billion people are is good. People skip bad ads, which I like any step into the unknown, it may big events like the World Cup coming expected to watch the World Cup, think is probably a good thing. It puts not be successful; there’s definitely a up, what can we expect to see from and a large portion of this audience the onus back on creatives and brands strong sense of ‘this might work,’ but if innovative TV or print executions? Is will have a device in their hands at to create something more engaging, it doesn’t, that’s ok. Acknowledging the there anything we can look forward to? some point. My team is playing with something that people don’t want to uncertainty in the beginning changes experiments that hint at a way forward. skip. With Art, Copy & Code, we’re the way the relationship starts. It allows trying to find ways of producing more for more experimentation, for numerous BM: RT: engaging, more beautiful, and more things to be started, stopped, scrapped, I hope so; we’re playing in that area You touched on how mobile and social welcomed advertising. Together with and restarted. So most importantly, too. Let’s start by establishing that tools are going to help complement brands and their agencies, we’re it’s all about a shared appetite for nothing is really gone. People talk about the TV watching experience. But within exploring a variety of ways to develop adventure. Secondly, there needs to the death of TV, print, and radio, but mobile and social, there are so many new ways to tell stories that are be a strong belief in digital and digital’s these channels are being reinvented different touch points and channels to welcomed and have a place on the ability to connect with people, to be and are converging with the new reach consumers—mobile web, native devices and platforms that people something in their lives that they want to channels that are arriving. So it’s more apps, Facebook, Twitter, Snapchat. want to use. use, and use in interesting new ways. about convergence than replacement. This gives brands and advertisers a It’s an admission, as part of the The exciting thing is how they are way to better connect with consumers, RT: first point, that we don’t know all converging, and what’s possible when but at the same time, the fragmentation Burberry and Volkswagen are two of the answers. But together with you bring together different channels. poses the challenge of creating a of the brands that have participated their creative and brand power, and consistent brand message across in the Art, Copy & Code program. our ability to bring new technology For example, the second screen and the all of these different touch points. When I think of those two brands, into play, we might discover some idea of “new TV.” Something like 50% I think of more mature, traditional interesting things together. of people have a device in their hand Unfortunately, there are still a lot of brands in the sense of their brand- when they are watching a big sports advertisers who are stuck in a traditional R/GA FutureVision Summer 2014 62 R/GA FutureVision Summer 2014 63

mindset about how to tackle these by high-touch I mean a deep dive into experimentation is vital. Art, Copy folks. It has to be a coming together different channels from a priority small numbers of people, really in-depth and Code is all about partnering with of the advanced guard, who are standpoint as well as a budgetary ethnographies, really understanding brands and agencies in trying new usually a bit younger and hungrier standpoint. How do you think brands how consumers approach, perceive, things, and getting excited to try these for new stuff, and the old guard, and advertisers can move past this old and understand technology. I think new things for real. To learn from them. who have a greater understanding model and take advantage of this new success will be combining high-tech and of how ideas and brands work. consumer behavior? How do we get high-touch measurement, and figuring Secondly, I think there’s great value in advertisers to set aside budget for more out how to tell a story to brands that’s not trying to take the whole organization Watch the full interview with Ben multi-channel work? interesting, compelling, and looks like with you at once. Creative agencies Malbon on futurevision.rga.com. it might be measurable in some form. have many, many talented people in BM: Of course, with any creative, there’s them, but some people will want to go That’s a great question. There are always a large dose of trust and some quicker than others. There’s value in lots of people trying to figure this risk. But the mistake is to think that creating a splinter cell, which is what out. At Google, there are some very the answer is just in data or just in we did when I ran BBH Labs. It was smart people working on ways to qualitative understanding, it’s both. sort of an advanced guard that ran measure the impact of digital within ahead to discover what’s out there an overall campaign. We want to RT: before feeding it back to the larger provide metrics that are as meaningful We’ve talked about how consumers group. I think it’s a wise thing to do. to brands as clicks have become for are jumping from television screens to It takes brave management to invest direct response advertisers. Part of mobile and social channels as well as in that, but I think it’s worthwhile. that is offering a better understanding the need to evolve how we think about of the role digital plays in their overall measurement. Let’s talk how these new There are a variety of deep dive type campaign—expect more on this in channels and the shift in consumer experiences that creative agencies the months and years to come. behavior are also challenging agency are creating that are very valuable creatives—as stories start and stop in in immersing art and copy experts What we’re experimenting with is the different places, we’re seeing non-linear, into the world of code to explore the complementary role of what might fragmented storytelling emerge. Agency interactivity it can offer to storytelling. be characterized as high-tech and creatives who have been schooled This should be very exciting to a high-touch. High-tech measurements in traditional storytelling will need to filmmaker; they might not have grown are critical in terms of the data side of change their mindset of how stories up in that way, but I think once you things, and will be able to provide the are constructed. How do you think the show them some of the possibilities metrics that can give CMOs confidence industry is going to respond to this and pair them up with people who are that they are spending money and shift from an educational standpoint? used to making things interactive, non- it’s having an ROI. These metrics in Will the next generation of creatives sequential, and multi-layered, that in their current definition are not robust be trained to tell stories in a much itself is a hugely rich creative catalyst. enough, because if they were, CMOs more fragmented, non-linear way? would be investing more in digital. So it’s a variety of techniques. Letting BM: those who want to go quickly, go I think high-touch is really interesting I think it’s a key challenge for creative quickly, as long as they’re tethered to because it’s almost like a back to the agencies right now. First of all, admitting some kind of mothership where they future, parallel strand to high-tech. And that you need to take some risks and can help nourish and inspire other R/GA FutureVision Summer 2014 64 R/GA FutureVision Summer 2014 65

perspectives From Real-Time to Relevant

John Mullin Tracy Hepler Executive Producer, Mobile&Social Platforms, R/GA Associate Director Social Media, Mobile&Social Platforms, R/GA

How brands can create quality social content that rises above the noise to become something impactful and engaging.

Much like TV ads in the 1950s, Missing A Greater Vision Undervaluing Content Creators Obsessing Over Real-Time social media has transformed the way that brands communicate. In “Make your strategy your north “Finding and acting on insights gleaned “Here’s the truth…real-time marketing this brave new world, marketers of star.” - PR Week, 2013 from social discussions requires the is just a lot of marketers talking to all categories are turning to social right combination of a clear objective, other marketers.” - Forbes 2014 content development as a way to Brands need to have a clear vision business planning, technology and increase awareness, drive meaningful and purpose when creating social most importantly, people to do the In 2013, real-time marketing became messaging and build relationships. content. Published content needs to work.” - Forrester, August 2013. all the rage. Certainly, the tweet that ladder back to a brand’s overarching fueled this obsession was Oreo’s “Dunk We are currently living in an era where strategy. Just like with any effort, Content marketing is a billion dollar in the Dark” Super Bowl tweet. At the the world is making and consuming marketers should always start by industry, yet brands have only time, this execution showcased the content at an unprecedented rate: 114 defining the goals of social content started hiring content experts to join marketing gold that could be achieved billion minutes per month are spent on creation: is it creating awareness? a their marketing team. Coca-Cola on social media when a brand combined Facebook, 40 million new photos are perception shift? driving leads? is an exception to this. In 2012, the the right content with the right moment. posted per day on Instagram, 58 million company hired four full-time journalists The power of this tweet certainly made tweets are shared on Twitter and the list With a goal to connect with younger and forty freelancers to reimagine waves; not only was it heavily awarded continues. Content is now a commodity. consumers and establish a more its corporate website as a digital at Cannes, but the tweet set off a editorial voice, L’Oreal Paris created a magazine, a collection of emotional frenzy from other brands clamoring Simultaneously, the consumer appetite Tumblr presence that coincided with stories that ties back to the brand. to have their “Oreo Moment,” too. for content is increasing. The average their sponsorship of the 2014 Golden 18-34 year old now spends close to Globes. The L’Oreal Paris Golden The new site, Coca-Cola Journey, is With a “publish or perish” mentality, the four hours a day on social media. The Globes Beauty Lab drove awareness to heavily socialized, and reads more rest of 2013 was marked by brands activity has become the number one the brand’s launch on Tumblr by sharing like BuzzFeed or UpWorthy than a engaging in real-time social content online activity for all age groups (yes, real-time tutorial videos and animated corporate “about Coca-Cola” section. creation, which ultimately led to major even surpassing long-time number one, GIFs of the night’s red carpet looks. Through longer-form editorial content, gaffs like the “I have a dream tweet” porn). Today, most brands understand The Beauty Lab also helped followers Coca-Cola has created a site that from the Golf Channel on Martin that they do need to be on social media recreate their favorite celebrity looks connects with consumers on a more Luther King Day, the insensitive 9/11 in some capacity. However, many are with L’Oreal Paris products, helping personal, relevant level through good Memorial AT&T phone tweet, or the struggling to feel comfortable in this the brand connect with a younger storytelling and credible sources of 2014 Super Bowl which saw brands new role as publisher and content audience in an authentic and relevant information. The Coca-Cola Journey desperately engaging with other brands. creator. Below, three common mistakes way. The new Tumblr site earned over website has succeeded because Coca- holding brands back from creating 9K followers and over four million Cola has invested in the people needed These real-time fumbles taught brands quality, engaging social content: impressions making it one of the most to produce quality social content. that replicating Oreo’s 2013 Super talked-about brands of the night. Bowl success isn’t as easy as it seems. R/GA FutureVision Summer 2014 64 R/GA FutureVision Summer 2014 65 R/GA FutureVision Summer 2014 66 R/GA FutureVision Summer 2014 67

Prior to the Super Bowl, Oreo built was able to shift the conversation an engaged audience with the Daily about healthcare and make their Twist initiative, a 100 day campaign message relevant with younger that grew and cultivated a community viewers. Not only did the President’s who was vested in Oreo’s pithy wit and appearance become viral content, commentary around topical events. but “Between Two Ferns” became Oreo’s community was primed, and Healthcare.gov’s biggest traffic driver. the “Dunk in the Dark” tweet was more than just a “real-time” moment. The Obama’s appearance on “Between tweet was possible thanks to months Two Ferns” worked because the of planning and a dedicated content conversation was strategic, relevant, resources team that was ready to authentic, and high-quality. It was capitalize when the moment was right. the right time, moment, and channel for the Obama administration to The Winning Formula have a meaningful conversation Instead of pandering for a real-time with younger consumers. punch line, brands are starting to act more strategically on social media, Brands should employ a similar focusing on increasing the relevancy of checklist when creating social media their messaging; effectively owning the content: is it strategic, relevant, and conversation and extending its impact. authentic? And are the most qualified people producing it? By checking each To achieve this, brands are following item on the list, brands are positioned audiences into ‘native’ lands, which to create quality social content that takes a certain degree of risk. But the rises above the noise to become payoff is an authentic conversation something impactful and engaging. that doesn’t get lost in the noise. After a botched ObamaCare launch, the Obama administration drove younger Americans to visit Healthcare.gov by featuring the President on an episode of Zach Galifianaki’s “Between Two Ferns.” By choosing such an unlikely channel for an official message, the administration R/GA FutureVision Summer 2014 66 R/GA FutureVision Summer 2014 67 R/GA FutureVision Summer 2014 68 R/GA FutureVision Summer 2014 69 What is FutureVision?

At R/GA we’re constantly talking FutureVision has matured into a robust Allie Walker about, sharing, and experimenting trends-and-insights offering—one that FutureVision Editor, with the latest technologies. We’re nourishes the creative and strategic Mobile&Social Platforms excited about change and tuned into practices across the agency, and over [email protected] developments that are transforming the past year, we’ve delivered more than consumer behavior. FutureVision is a 100 presentations to R/GA clients and Jeff Squires program focused on the trends that their partners. Our internal resources FutureVision Research Director, promise to disrupt brands and markets and client offerings help our teams Mobile&Social Platforms over the next two to five years. We use reach a common understanding about [email protected] the FutureVision program to harness the the digital landscape. After all, our best ideas and insights generated every day work begins with a dynamic exchange in countless emails, tweets, and hallway of ideas with our clients and a clear conversations among the more than perspective about where tomorrow’s 1,400 R/GAers worldwide. We not only trends will take business. share this intelligence with our clients but also apply it to our work, making it both a powerful business tool and an If you’d like to learn more about outlet for our passions. presentations and workshops, please contact the FutureVision team at At its core, FutureVision is a set of [email protected] or reach out open-source, client agnostic resources directly to the FutureVision Core Team: that everyone across the agency can access, customize, and share with Jonathan Greene stakeholders. Our team curates and FutureVision Editor-in-Chief, redistributes knowledge and ensures VP, Managing Director, that the learnings from one project can Mobile&Social Platforms be securely transferred to the next. [email protected]

Contributors: Additional Thanks To: YouJin Choi Junior Visual Designer Graphic Design: Nick Law Global Chief Creative Officer Jessica Stewart Virgilio Santos Art Director Creative Director Daniel Diez Global Chief Marketing Officer Kris Seto Elliott Burford Senior Copywriter Art Director Richard Ting EVP, Global Executive Creative Jarrett Jamison Yumi Nakamura Director, Mobile&Social Platforms Junior Visual Designer Senior Visual Designer Kris Kiger Eva McEnrue Jill Lin EVP, Managing Director Production Assistant Junior Visual Designer Chapin Clark Zeke Spector Olga Lamm EVP, Managing Director Assistant Editor, Digital Studio Senior Implementation Specialist Chloe Gottlieb Nick Ljubicich Production: SVP, Executive Creative Director Intern, Digital Studio Genevieve George Jeff Mancini Brian Kerr Producer, Creative Operations VP, Product Innovation Group Resource Manager Erica Jensen Katherine Santone Executive Producer, Print Production Proofreader Kris Pito Executive Producer, Art Production David Alcorn Creative Director, Talent Development Kevin Fong Junior Visual Designer Yasmin Malki Junior Visual Designer R/GA FutureVision Summer 2014 70 R/GA FutureVision Summer 2014 71 Appendix

Section One: Section Two: Fostering A Section Three: The Evolution The Democratization of Creativity Culture Of Creativity Of Branded Storytelling

Tools of the Creative Class Intro From Information to Entertainment

YouTube: https://www.youtube.com/ Cafes boost creative thinking: http://well.blogs. Old Spice: http://www.youtube.com/watch?v=owGykVbfgUE nytimes.com/2013/06/21/how-the-hum-of- Khan Academy: https://www.khanacademy.org/ a-coffee-shop-can-boost-creativity/ Lego Movie: http://www.thelegomovie.com/ Skillshare: http://www.skillshare.com/ Cities are 3x more creative: Where Good Wren’s First Kiss Video: http://www.youtube. Google Docs: https://docs.google.com/ Ideas Come From, pages 8-11 com/watch?v=eFO9Sna_eKc

Adobe Creative Cloud: http://www.adobe. 90% of the world’s data has been generated over Old Spice Campaign Success: http://www. com/products/creativecloud.html the last two years: http://www.sciencedaily.com/ canneslions.com/winners_media/2011/ releases/2013/05/130522085217.htm effectiveness/pdf/00071_submission.pdf Richard Florida The Creative Class: http://www.creativeclass. com/richard_florida/books/the_rise_of_the_creative_class Wren’s First Kiss Stat: http://www.businessinsider. Designing the Ideal Office Space com/wren-first-kiss-viral-success-2014-3 Hal Varian “Combinatorial Innovation”: http://www.mckinsey. com/insights/innovation/hal_varian_on_how_the_web_ Burberry: http://fashion.telegraph.co.uk/news-features/ challenges_managers TMG9694181/Burberry-entrenched-in-the-digisphere.html The New Brand-as-Media Company

How New Technology Disrupts Old Industries Bloomberg: http://vimeo.com/79295653 Red Bull: http://www.redbull.com/us/en Square: http://www.inc.com/ss/ GoPro: http://gopro.com/ Microsoft Office: http://office.microsoft.com/en-us/ worlds-coolest-offices-2012#1 Intel “The Creators Project”: http:// Google Docs: https://docs.google.com/‎ Urban Outfitters: http://officesnapshots.com/2012/11/02/ thecreatorsproject.vice.com urban-outfitters-campus-office-design/ Adobe Creative Cloud: http://www.adobe. Red Bull “Stratos”: http://adage.com/article/ com/products/creativecloud.html Timbuk2: http://www.forbes.com/sites/citi/2014/03/12/five- special-report-marketer-alist-2013/red-bull-stratos- reasons-locally-made-goods-are-booming-in-san-francisco/ Code Academy: http://www.codecademy.com/ space-jump-helped-sell-a-lot-product/243751/ Zappos: http://officesnapshots.com/2013/12/16/ Scratch: http://scratch.mit.edu/ GoPro Videos: http://digiday.com/brands/top-5-viewed- new-zappos-downtown-las-vegas-headquarters/ gopro-videos/ Ruby on Rails: http://rubyonrails.org/ Airbnb: http://www.wired.com/2013/12/airbnb-gets-stylish- Kickstarter: www.kickstarter.com new-headquarters/ Shaping the Narrative Through Social Activation

MakerBot: http://makerbot.com/ When the Walls Come Down Intel&Toshiba “The Power Inside”: http:// Squarespace: http://www.squarespace.com/ www.insidefilms.com/en/ Zappos Holacracy: http://www.zapposinsights. Facebook: www.facebook.com Samsung “Football Will Save the Planet”: com/training/holacracy http://www.thegalaxy11.com/ Twitter: https://twitter.com/ AT&T Innovation Pipeline: http://www.att. Intel&Toshiba “The Power Inside” Stats: Square: https://squareup.com/ com/gen/investor-relations?pid=19247 Samsung “Football Will Save The Planet” Stats: http:// AT&T Innovation Pipeline: http://www.forbes. Platforms of Meritocracy futurevision.rga.com/news/football-will-save-the-planet/ com/sites/larrymyler/2013/12/05/atts-innovation-

pipeline-engages-130000-employees/ Etsy: http://www.etsy.com/ Great Stories Must Span Devices AT&T Study Abroad: http://www.corp. Square Market: www.squaremarket.com att.com/edu/studyabroad/ Chipotle “The Scarecrow”: http://www.scarecrowgame.com/ Shapeways: http://www.shapeways.com/ AT&T Foundry: http://www.att.com/ Melbourne Metro “Dumb Ways To Die”: Kickstarter: www.kickstarter.com gen/press-room?pid=2949 http://dumbwaystodie.com/

Cards Against Humanity: http://cardsagainsthumanity.com/ Nike+ Techstars Accelerator: http://www.techstars.com/ Chipotle “The Scarecrow” Stats: http://www. announcing-the-nike-accelerator-powered-by-techstars/ mediapost.com/publications/article/209285/ GitHub: https://github.com/ chipotles-scarecrow-55-million-views-and-co.html R/GA Connected Devices Accelerator: http://www.rga. Thingiverse: http://www.thingiverse.com/ com/about/featured/rga-connected-devices-accelerator/ Melbourne Metro “Dumb Ways To Die” Stats: http://www. thinkwithgoogle.com/campaigns/dumb-ways-to-die.html Blend: https://blend.io/ TechStars: http://www.techstars.com/

Quirky: www.quirky.com GE Open Innovation: https://www. Getting Screen Specific GE Garages: http://www.gegarages.com/ ge.com/about-us/openinnovation Google&American Idol: https://support.google. Lego Cuusoo: https://ideas.lego.com/ Etsy Wholesale: https://www.etsy.com/wholesale com/websearch/answer/4526297?hl=en J.Crew: https://www.jcrew.com/ MyStarbucksIdeas.com: http://mystarbucksidea.force.com/ Univision Appcaster: http://applicaster.com/ Mondelez Fly Garage: http://flygarage.net/ applicaster-partners-univision-bring-viewers- The Impact of Meritocracy Platforms tv-characters-partners-closer-together/ Structuring Creative Freedom Kickstarter: https://www.kickstarter.com/ The Little Mermaid “Second Screen Live”: http://movies. projects/1131717127/inocente-homeless- Burning Man: http://www.burningman. disney.com/the-little-mermaid/second-screen-live creative-unstoppable/posts/416578 com/whatisburningman/ Google’s 20% Time: http://qz.com/117164/20- Etsy: https://blog.etsy.com/news/2014/notes-from- Google “Spotlight Stories”: http:// time-is-officially-alive-and-well-says-google/ chad-2013-year-in-review/; https://blog.etsy.com/ googlespotlightstories.com/ news/2013/notes-from-chad-2012-year-in-review/ 3M 15% Time: http://solutions.3m.com/ GitHub: http://blog.themearmada.com/ innovation/en_US/stories/time-to-think Nike SB App: http://nikesbapp.com/ bootstrap-responsive-web-design/ LinkedIn [In]Cubator: http://blog.linkedin. com/2012/12/07/linkedin-incubator/ Arcade Fire “Just a Reflektor”: https:// Quirky: https://www.quirky.com/about www.justareflektor.com/ Microsoft Garage: http://www.microsoft.com/ Talent Remains A Precious Commodity en-us/news/stories/garage/index.html Nike SB App Stat: http://www.adforum.com/agency/5612/ LinkedIn Creativity Buzzword: http://www.fastcompany. Apple Blue Sky: http://mashable. creative-work/34495717/the-nike-sb-app/nike-nike com/3023300/fast-feed/these-were-the-most- com/2012/11/13/apple-blue-sky/ used-words-on-linkedin-profiles-in-2013 Arcade Fire “Just A Reflektor” Webby: http:// Quirky Blackout: https://www.quirky.com/blackout www.webbyawards.com/winners/2014/online-

Crowdtilt Hackation: http://www.fastcolabs. film-video/general-film-categories/music com/3027479/crowdtilt-says-hack-vacations- are-its-secret-engineering-weapon

Quirky Quote: http://mashable. com/2013/03/19/quirky-ben-kaufman/

3M Stat: http://solutions.3m.com/innovation/en_US/stories

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Contents Introduction: 01/ NEW TECHNOLOGIES HAVE TRENDS LOWERED THE BARRIER How New Technology The Democratization Tools of the Disrupts Old Industries OF ENTRY TO CREATIVITY, Creative Class PUTTING PRESSURE ON BIG I need to create my Managing Creativity of Creativity product...

BRANDS AND THEIR Publishing: From using paid tools like Microsoft in the Connected Age Offi ce to create word documents, AGENCIES TO INNOVATE. spreadsheets, and PowerPoint presentations to performing the same actions collaboratively in Google Docs.

Designing: From buying creative suites on CDs to paying for a subscription-based digital 00 Introduction 04 Managing Creativity in the Connected Age services like Adobe Creative Cloud. Nick Law, Global Chief Creative Of cer, R/GA Coding: From studying complex programming languages at a university to quickly learning the basics with Code Academy or Scratch—or copying shortsnippets with Ruby on Rails. 01 The Democratization 08 - 15 Trends: The Democratization of Creativity 16 - 21 Conversations: Innovation from Adobe Creative Cloud Code Academy of Creativity the Bottom Up Digital technology has disrupted and will continue to disrupt Bre Pettis, CEO and Founder, MakerBot Industries creative industries. New technologies have created tools Jonathan Greene, VP, Managing Director, Mobile&Social Platforms, R/GA that lower the barrier of entry for creativity, allowing individuals to create their own products. This democratization of 22 - 25 I need to develop creativity has put pressure on big brands and their agencies Perspectives: Accelerating Product Development to innovate further. Nick Coronges, VP, Technology Partner, R/GA Ventures my business...

Raising Capital: From raising funds for an idea with a VC fi rm or getting a bank loan to crowdsourcing 02 Letting Creative 28 - 39 Trends: Letting Creative Cultures Flourish funds through Kickstarter. 40 - 43 Conversations: Innovation from Forming Partnerships: Cultures Flourish From forming strategic alliances the Top Down with complementary companies Creativity is not frivolous. Both internally as well as externally Alex Tepper, Global Director of Innovation, General Electric to leveraging open APIs to creativity is the engine of innovation. Today’s organizations Jeff Mancini, VP Product Innovation, R/GA connect one service to another. strive to harness and instill creative thinking (at both macro and micro levels) to drive business results. 44 - 45 Perspectives: The Building Developing Products: From contracting a design agency Blocks of Creative Culture to concept a product to simply Jennifer Remling, SVP Talent, Recruitment, R/GA Nick Law The current digital era provides an array of creative tools, unleashing pressing print for a working prototype Chris Stutzman, VP, Managing Director, Business Consulting, R/GA with a MakerBot 3D printer. Global Chief Creative Of€ cer, R/GA a generation of creative entrepreneurs capable of making and marketing nearly anything — all on their own. Pen & PaperPrinting PressWorld Wide WebPersonal 3D Printing Kickstarter 3D printed shoes In the 12 years I’ve been at R/GA, By making the play between words creative brain is analogous to the of their ideas. When this balance 48 - 59 Trends: The Evolution of Branded we’ve attracted an increasingly and pictures more integrated and pink and spongy thing in our heads . is off, the work is off. Simplicity We live in an era where an answer to The basic building blocks for digital 03 The Evolution heterogeneous gaggle of creative interesting, agencies got better versions As we all know, the brain is divided without possibility precludes Historically, each wave of The humble drawing tool was once The printing press revolutionized The birth of the world wide web Atoms are the new bits. Rapid any question is a simple Google search services and physical products Storytelling revolutionary in its ability to allow the accessibility of books and enabled individuals with personal prototyping brings digital freaks. Studious interface designers, of what they had already been making: into two hemispheres. What most innovation. Possibility without technological innovation has away. YouTube videos, Khan Academy have become so evolved, ubiquitous, meme-hunting social writers, hermetic stories. The need for good stories people don’t know, however, is that simplicity leads to confusion. users to document and capture the was critical to the dissemination computers to share their ideas in innovation into the real world, tutorials, and Skillshare classes give and cheap that they can be of Branded 60 - 63 I need to sell my idea... Conversations: The Impact of video editors and scholarly experience hasn’t gone away. The difference today the division is not between creative provided new, empowering world around us, as well as project of ideas. Before its invention, real-time. Before the web, it was letting anyone design, download, individuals access to a wealth of free easily combined and recombined. Technology on Storytelling designers. Creatives who think like is that media can deliver so much more. and rational. Rather it’s between a left R/GA continues to assemble all types our ideas into the future. The pen people were hand lettering books, expensive and dif cult for people build, and share tangible things. or inexpensive information. These Google’s Chief Economist Hal Varian Storytelling tools for creative expression. lets individuals create something, but the printing press intensi ed around the globe to communicate, Distribution: Ben Malbon, Director of Creative Partnerships, Google strategists and technologists who hemisphere that processes things one of wildly idiosyncratic talents to keep platforms create a DIY ethos, empowering calls this “combinatorial innovation.” From hiring a developer who Consumers have become smarter and more cynical. They don’t but paper lets them share it. the ability to create ideas and then but after its introduction, people Richard Ting, EVP, Global Executive Creative Director, are more creative than creatives. Tucked in our pockets is a screen at a time and a right hemisphere that up with the pace and proliferation of These innovations typically individuals to teach themselves rather can create a website for selling my want to feel advertised to, and generally loathe advertisements share them with a wider audience. could easily collaborate, modify, Mobile&Social Platforms, R/GA It’s a range that encompasses just that is connected to everything and processes things all at once. The left technology. By using the organizing than rely on formalized institutions. These creative entrepreneurs, known for interrupting what they’re doing. Today’s ad experiences disrupt the market in two or change ideas with anyone product or service to creating one about every ­ avor of high-€ ving everyone all the time. In the space comprehends time moment by moment, principle of stories and systems as the creative class, have been personally in minutes with are moving beyond overt product selling, from brands ‘shouting’ ad artistry and design dexterity. of a few minutes we can go from a and the right comprehends space and to guide the work and the people major ways: they provide new around the globe. Free online services, creative suites, heralded for their potential to change 64 - 67 Perspectives: From Real-Time to Relevant Squarespace. at consumers and disrupting their experiences, to making ads friend’s text, to a stranger’s tweet, to a the relationship of things within it. doing it, we’ve shaped our dizzying open APIs, and 3D printing also the operation of businesses and people generally want to engage with. John Mullin, Executive Producer, Mobile&Social Platforms, R/GA ways to create and also help Their individual talents have nourished Hollywood movie, to its star’s stream diversity into a uni€ ed creative brain. empower individuals, giving them the even cities. The idea, introduced by Tracy Hepler, Associate Director, Mobile&Social Platforms, R/GA advance the dissemination of Marketing: one of the most remarkably consistent of Instagram sel€ es, to a transaction The balance between storytelling education, knowledge, and tools Richard Florida, was that rather than From hiring an advertising agency creative cultures in our industry. But with a bank, bookshop, or presidential and systematic design is a balance creative ideas and materials. needed to disrupt existing industries. peddle to Wall Street, cities that to promote my product or service it’s the combining and recombining candidate. For agencies and clients between simplicity and possibility. Thanks to these new tools, individuals appealed to the creative class could to marketing them myself on social of these talents that has kept the work this means that, in addition to telling The storytelling brain subtracts down can do the work entire agencies trigger a widespread urban revival. networks like Facebook or Twitter. uncommonly inventive. This doesn’t people why they should buy stuff, to a powerful simplicity, whereas and businesses used to do—in less happen by accident. It requires an we can help them do things. Most the systematic brain sees endless time and capital and with more Payments: 68 - 69 What Is FutureVision? organizing principle that connects agencies have the right brains to create possibilities. At its best, this partnership creativity. These tools create new About From using an expensive credit card the right people, at the right time, the story behind the interface, but is not just collaborative, it’s symbiotic. ef€ ciencies and capabilities: online processing machine to taking to answer the right questions. not the interface itself, much less the When working with a systematic services like Google Docs enable payments easily with Square. business-changing product or ser vice thinker, a storyteller is less likely to use collaboration, creative suites For the € rst half of the last century, the interface delivers. That requires a soaring metaphors, smirking puns, like Adobe Creative Cloud enable answers came from one type of brain: very different type of brain, one that and other well-worn narrative devices anyone to design, open APIs enable that of a well-dressed, pipe-smoking understands how to design systems. of advertising and more likely to tell users to connect to various services, Appendix 70 Sources white man called a copywriter. Some- stories that effectively demonstrate and 3D printers allow anyone to time in the 1950’s Bill Bernbach This has led us to recast the essential the product or service. The in­ uence create a prototype in hours rather Square Powered by Squarespace partnered this man with an ar t director, creative partnership as one between of narrative thinkers on systematic than wait weeks for a model from an and modern advertising was born. stories and systems. Our organization’s designers is to rein in the complexity outside organization.

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TRENDS TRENDS CONVERSATIONS As a culture, we’ve fully embraced the “WE FINALLY MADE THE Platforms of The Impact of Talent Remains a notion of “creativity” as the key to Innovation from Meritocracy Platforms PEOPLE’S 3D PRINTER. Meritocracy Precious Commodity innovation. The word “creativity” has the Bottom Up landed on the list of LinkedIn’s most Kickstarter IT’S LIKE A VOLKSWAGEN Two of the  ve  lms nominated in the overused buzzwords for the past 2013 Oscars for best documentary short subject category were Kickstarter  lms, three years, highlighting the emphasis and Inocente became the  rst Kickstarter BUG: ACCESSIBLE,  lm to win an Academy Award. we place on it as a skill needed to Bre Pettis compete. The bar for creativity has CEO and Founder, MakerBot Industries AFFORDABLE, FRIENDLY, Inocente: The  rst Oscar winning  lm been raised now that anyone can to be backed on Kickstarter. label themselves a creative. AND EASY TO USE.”

Etsy

Etsy’s seller community—a million strong around the world—sold more than $1.35 billion worth of creative goods in 2013, up from $895 million in 2012.

Jonathan Greene, VP, Managing Director, Mobile&Social Platforms, R/GA, speaks with Bre Pettis, CEO and Founder, MakerBot Industries, about how MakerBot is leading the Next Industrial Revolution, democratizing the status quo of making, and helping people unleash their creative potential.

Jonathan Greene: make stuff, and then not be able to When most people think about 3D BP: GitHub Bre, you’re often quoted as saying get them to you. modeling, they think about CAD It’s interesting because we started MakerBot is leading “the Next Industrial and how hard it is; learning a new Thingiverse, a website where people JG: And then we’re seeing people like Kacie JG: JG: Bootstrap has been repurposed, or Revolution.” It would be good for you to But in the third Industrial Revolution, CAD modeling program is harder can share designs, before MakerBot. In our brief time working together, Hultgren, who is pioneering set design As you were alluding to earlier, the When R/GA started working with “forked” in GitHub terminology, more unpack this a bit for our audience. we’re making creating accessible than Photoshop. But 3D scanners We were the primary users of it for we’ve seen incredible range in with 3D modeling. She also has an original MakerBot 3D printers were MakerBot, things ramped up very than 23,000 times. NASA, MSNBC, to everyone. Now in order to have like the MakerBot Digitizer and the first year and a half, but now there how people are using MakerBots. entire side business, PrettySmallThings, considerably more challenging to quickly. I remember you saying, “let’s and the White House have all used Bre Pettis: something, you don’t have to Autodesk 123D Catch are tools that are hundreds and sometimes thousands I think we’re all familiar with the making miniature dollhouse furniture. use, and you really had to be just get started and we’ll figure it out the front-end framework to develop When we started MakerBot in 2009, it necessarily go out and shop for it. make it easier than ever for people of designs uploaded a day on the site amazing Robohand Project, but comfortable putting them together as we go.” In many ways, this strategy is Creative entrepreneurs have fl ourished not because of individual pieces responsive, mobile- rst projects. was because we wanted a 3D printer You can download it, design it, and to just jump in and make things. that are shared with everyone. At this everyone from aerospace engineers We’ve got doctors who are printing out yourself. Things are certainly less very much like 3D printing itself. We’ve and couldn’t afford one. When we built scan it, and then make it right on your We’ve also got Thingiverse, which point, you would need thousands to startups in the R/GA Accelerator models of a heart to practice before intimidating now, and the invitation learned as we go, correcting course of technology, but because of the platforms that connect these pieces. one and got it to work, it was magic, desktop with a MakerBot. Until we has hundreds of thousands of of MakerBots running full time for your are using MakerBots. When you guys open-heart surgery, which saves time to start using one is certainly there. and optimizing along the way. and we thought—everybody should have created MakerBot, you had to be a things that you can download that entire lifetime for everything that started MakerBot, did you have any because they can see what they’re What’s the potential for brands and one of these. tycoon of a factory to have that type of have already been designed by has been creatively made and shared sense of where people would take it? getting into before they get into the agencies to get involved? How can BP: We The People: The source code for the engineering and manufacturing power. an amazing community. on Thingiverse. gooey stuff. And what’s happening in 3D printing change the way they At MakerBot, we need to be innovative The Internet has quite conspicuously Collaborative platforms like GitHub, balance of power from big brands government website is available on GitHub. Creative agencies will be forced It’s this superpower you get when you BP: the prosthetics field, especially pursue projects? in how we work in order to empower allowed the creation of e-commerce Thingiverse, Blend, and Quirky to individuals, and the maker to innovate, invent, and push the have a MakerBot, because you’re The Next Industrial Revolution is about In many ways, it’s like we did all this We’re living in a time where not only When we started, we made 20 boxes for children, is just wild. Kids normally our users to innovate. We work really platforms like Etsy or Square Market, provide a showcase for the work of movement has thrived because of boundaries to discover the next able to make anything you want—there empowerment; unleashing creativity work with the four generations of can we download music, movies, and that included all of the parts to build don’t get prosthetics because they BP: hard to iterate quickly, and we’re all which lets makers sell their wares creatives. These platforms give individuals’ platforms of meritocracy. Brands level of creativity. It is up to them really are no limitations on what you and exploring the frontier of what printers before this one—and they’re books, but we can download things. a MakerBot. As we were putting them are too expensive, and they grow out MakerBot really changes the pace of about failing fast. without an investment in a brick-and- creative talents and contributions are now challenged to make their to envision good ideas and see can make. happens next. all great—but now we get to start Being able to empower our users to by the door for the delivery person to of them like sneakers. The Robohand innovation; when you have a MakerBot mortar store. Previously con ned recognition while allowing the larger mass-produced products feel more them through. fresh with a new platform play that make and then give them a platform pick up, I remember looking at the 20 is empowering young people by you can iterate multiple times a day. I don’t want to call it a failure machine, to regional farmers’ markets, fairs, or community to simultaneously edit, authentic and are embracing the maker When we talk about leading the Next JG: makes 3D printing easier than ever. to share is very powerful. boxes and thinking, ‘Okay. This tool is giving them prosthetic hands. Some people see the hour or two it but a MakerBot teaches you to fail. even their basements, local artisans modify, and otherwise evolve the idea. trend as a way to differentiate their As industries become increasingly Industrial Revolution, we’re taking the We recently chatted about the 5th going out into the world that nobody’s takes to print on a MakerBot as a long It teaches you to iterate and to can now have a worldwide presence, GitHub allows anyone to share and products and services and increase Quirky digital; banking, healthcare, retail, power of a factory and putting it right generation product, with you We finally made the people’s 3D printer. really had access to before, what will These kinds of projects are just mind time, but you have to realize that the accept failure as part of the process. thanks largely in part to the ease modify code, MakerBot’s community their relevance among the creative and countless other institutions will on your desktop. The rst Industrial saying that it best represents your It’s like a Volkswagen bug: accessible, happen next?’ blowing—and then there are all of way it used to work is that you would So many people try something once, with which they can list their goods hub Thingiverse allows remixing class. General Electric’s Garage is a A community of 840,000 inventors require coding from the ground Revolution was all about automation; goal for MakerBot from the affordable, friendly, and easy to use. the amazing fun things that are also send your design off to a fab house and if doesn’t work on the first try, online. Similarly, Shapeways allows of 3D printed products, Blend allows co-working facility that gives community has created 303 products, which up. This kind of big picture thinking “When we talk about leading the next people went from working at home beginning. To me it really seems That was five years ago, and I still have happening. I was looking on Thingiverse and get it back weeks later. The they abandon it and move onto people to sell and design 3D musicians to collaborate, and Quirky members access to 3D printers and are sold in 35,000 stores, including requires deep creative insights, doing literally cottage industry to like things are actually now just JG: that feeling today. With every MakerBot the other day, and there’s a plotter clock innovation cycle was multiple times something else. printed products. uses the power of the crowd to other digital tools that inspire creative Home Depot and Best Buy. and instead of a collaboration Industrial Revolution, we’re taking working in a factory. We were able beginning, and MakerBot is starting The collaborative, or shared, economy that goes out, there’s an opportunity that draws the time out on a teeny tiny a year, but with a MakerBot, it’s now re ne ideas. individuals. Nordstrom and West Elm among architects, city planners, to mass manufacture products and a new clock on making 3D printing really kicked off with 3D printing, and for a pioneer to explore the frontier of white board. Each minute it’s continually multiple times a day. But when you have a MakerBot, it’s The rise of crowdfunding also created now display one-of-a-kind artisan and corporate executives, creative make them in force—which meant accessible to everyone. then subsequently grew with platforms what happens next. A MakerBot really drawing and erasing the time—it’s so affordable, fast, and easy to try new possibilities for people who With this collaborative mantra, creative goods thanks to Etsy Wholesale, technologists will be primarily the power of a factory and putting it everybody could have spoons like Kickstarter and Quirky that helped unlocks people’s creativity. wonderful and probably useless at the This means that you can fail more something new that if it doesn’t work have ideas but no access to capital ideas only grow and improve with time, and J. Crew has claimed its spot as responsible for implementation. because there was a way to make BP: further democratize creativity. How same time, but just shows what happens often and faster, which means your out the first time, you can just tweak to fund them, removing a barrier which in turn increases their potential fashion darling by collaborating with spoons, and then everyone could The new MakerBot Replicator 5th impactful do you think the shared Whatever your obsession is, add a when people unlock their creativity and final product is going to be better. For the design and do it again. And that of entry into the market. The largest impact on the market. GitHub’s independent designers around the world. Silicon Valley was shaped by the on your desktop. With a MakerBot, have bowls and cups. The second generation, the MakerBot Replicator economy has been on your business? MakerBot, and you’re able to blaze start exploring a new frontier. agencies, this means that you can ability to tweak and redo really makes crowdfunding platform, Kickstarter, Bootstrap, a mobile- rst front-end ability of the ‘60s counterculture Industrial Revolution was all about Mini, and the giant MakerBot a trail into the future. For example, develop ideas faster and build physical it easy to learn how to be an has surpassed one billion dollars framework, has been used by NASA to see the world in a new way. The you can make anything you want— transportation. With the birth of Replicator Z18 are a platform play, I met a guy who owns a Bricklin In many ways, the absurdity is really prototypes for clients to hold in their iterative and innovative person. in pledges from nearly six million people and Quirky’s Pivot Power has sold more next generation of reality builders railroads we were able to transport and it’s really what we envisioned Gullwing car. It’s a classic car, and close to innovation. When you do things hands really quickly instead of having worldwide. Among these “kickstarted” than 700,000 units, a clear sign that will be software engineers, digital goods, which was huge, because not from the beginning: a 3D printer not very many were made. He’s using that are absurd, you get really close to show them a rendering. Watch the full interview with Bre Pettis projects are Oscar-winning  lms, virtual this open, collaborative system works natives shaped by an equally there really are no limitations. ” only were we able to mass-produce that’s accessible, affordable, friendly, a MakerBot to make replacement to what’s innovative, and you see the on futurevision.rga.com. reality headsets, and the wildly addictive and encourages creative disruption. powerful cultural and technological goods, we were able to distribute and easy to use. knobs for the car because he couldn’t two battle it out. You can literally watch game “Cards Against Humanity.” These new tools have shifted the paradigm shift—the Internet. — Bre Pettis them. Because it doesn’t work to just Continued on p.20 get replacements any other way. the creativity unfold every day.

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PERSPECTIVES Designing for Manufacturability What I Learned from the R/GA TRENDS Piet explained that Connected Devices Accelerator: The accessibility of prototyping tools Starters and Scalers TO REMAIN AT THE CUTTING Hammerhead needed is a double edged sword for many “PROTOTYPES DON’T 02/ hardware startups. Tools like Arduino I learned two things from being a mentor Accelerating to build a product and 3D printers lower the barriers of to Hammerhead and the other nine EDGE OF INNOVATION, Designing the Ideal entry at the front-end of the cycle, but startups in the inaugural class of the that worked for a can give a false sense of con
dence R/GA Connected Devices Accelerator: Letting Creative Cultures to teams not familiar with DFM (Design EQUAL FINISHED, ORGANIZATIONS NEED for Manufacture) and building supply 1. Large players and product Product variety of bikes and chains. Those barriers to entry are development veterans are Offi ce Space alive and well. Like the Friendsters of eager to work with startups: TO CREATE ENVIRONMENTS biking environments: the Software Era, companies unable to This observation is a centerpiece of Flourish navigate the pitfalls of manufacturing the Techstars “give
rst” philosophy, SELLABLE PRODUCTS; Development “3D printing allowed ­ ame out, as is already evident from the idea that anyone, no matter how THAT EMBRACE CHANGE, the litany of Kickstarters whose successful and experienced, will advise us to continually test updates seem to perpetually bear and help other founders, without news of other unforeseen delays. any expectation of repayment. BARRIERS TO DESIGNING EXPERIMENTATION, AND THE the device across To avoid this pitfall, it’s helpful for The reason for this, more often than startups to have product development not, is that working with startups POSSIBILITY FOR FAILURE. a variety of situations veterans as mentors. Hammerhead forces executives to look at their worked with Dragon Innovation, who company’s own inef
ciencies and FOR LARGE-SCALE and see if it looked was able to identify elements of their bottlenecks. The fresh perspective design that might be more complex provided by startup founders can or expensive than originally thought. open established companies to out of place.” Laurence Wattrus, Head of Hardware new opportunities, before they are at Hammerhead, explains how working blindsided and disrupted themselves. MANUFACTURING ARE with Dragon Innovation and the R/GA The CEO of one large service provider Connected Devices Accelerator helped said he gets more out of working the team build a better product. “By directly with startups than all his hired guiding us towards the right questions, management consultants combined. linking us with experienced advisors STILL VERY MUCH to model our costs correctly and 2. Accelerators provide a challenging our assumptions about framework for connecting tooling and component selection, different groups and processes: the teams at R/GA and Techstars Accelerators like R/GA’s help people helped us take Hammerhead to the and processes from the extreme A REALITY.” next level. Quite honestly, with the ends of the spectrum bene
t from expertise and help we have access to exposure to each other. Hardware here, manufacturing has transformed developers learn from mobile and in my mind from an anvil to a balloon, platform developers. Hardware and carrying us skywards away from software engineers learn to design Chloe Gottlieb, SVP, Executive Creative Director, R/GA, talks with Paola what we thought was possible.” compelling user experiences and build CafésThe Internet November 2012 February 2013 March 2013 brands. Startups learn to scale. Big Antonelli, Senior Curator of Architecture and Design, Director of R&D, MoMA, brands learn how to move faster. about the future of of ce spaces:

The Ideal Nick Coronges Offi ce Space “NO MATTER WHAT, WE HAVE TO VP, Technology Partner, R/GA Ventures KEEP EXPERIMENTING, ESPECIALLY WHEN IT COMES TO OFFICE SPACES. How prototyping, crowdfunding and the R/GA Accelerator helped Cities Hammerhead bring their bike navigation system to life. THE WAY OFFICES OF THE 1950s WERE TRANSFORMED INTO THE Until recently, product development Crowdfunding and Pretailing Accelerating Iteration at the Front-End the Stratasys PolyJet printer, which was the exclusive domain of large, allowed them to “get into the details NEGATIVE CUBICLE CAN ALSO HAPPEN well-capitalized companies. Over the For a palpable example of how quickly Like most of the companies in the and see how the surfaces blend and last decade, accelerator programs the shift towards hardware is taking R/GA Accelerator, Hammerhead how the light catches.” TO THE OPEN SPACES OF TODAY.” and venture capital have fueled place, one only needs to look at came to the program with ‘looks-like’ software and Internet startup growth, crowdfunding site Kickstarter, which and ‘works-like’ prototypes. These Having the ability to quickly test the Steven Johnson did a great Cafés have historically been meccas Cities provide a similar function as The Internet has many of the same The Ideal Offi ce Space combines Watch the full interview with Paola Antonelli at futurevision.rga.com of creativity, providing an accessible, cafés on a grander scale. The diversity attributes of cafés and cities, but the best aspects of cafés, cities, and but there hasn’t been an equivalent just hit the $1 billion mark in pledges. early prototypes, explained Piet Morgan, device in context was critical. Piet job articulating the type Business organizations have studied the impact of physical spaces for startups in the hardware space. Crowdfunding, whether through CEO and Founder of Hammerhead, explained that they needed to build open environment where caffeinated of industries and individuals living in rather than being con ned to physical the Internet. Borrowing from cafés, But the dynamics are rapidly shifting, Kickstarter, Indiegogo, or any of the were built “entirely using rapid a product that worked for a variety of of environment that fuels people can casually sit and share such close proximity inevitably leads to spaces, the Internet allows us to organizations should provide an on employees’ ability to innovate and think creatively. Companies are and new tools and services are making other clone sites, plays a multifaceted prototype techniques, 3D printing bikes and biking environments. ideas. Recent research shows the cross pollination, which leads to insights collaboratively innovate on a global inclusive, accessible environment designing workspaces that simultaneously refl ect and reinforce creativity. He explains that the background chatter of coffee shops that otherwise might be lost in isolation. scale, all in real-time. In fact, 90% of for employees to share their ideas. it easier for anyone to create hardware. role in the hardware startup ecosystem. and off-the-shelf electronics.” Like “A lot of what 3D printing allowed us their brand values, all while promoting spontaneous meetings and Not only does crowdfunding allow many other hardware startups, to do was to continually test the best way to encourage new actually boosts creative thinking. Research shows the average resident of the world’s data has been generated Borrowing from cities, work spaces As a mentor in the R/GA Connected entrepreneurs to raise up-front capital, Hammerhead used modules from device across a variety of situations a city with a population of over 5 million over the last two years thanks to the should be designed to bring fostering collaboration among departments. ideas is not to fetishize the is almost 3 times more creative than the exchange of ideas across the web. together different points of view Devices Accelerator, I had a front- which is more critical for building Sparkfun, and 3D-printed parts and see if it looked out of place. May 2013 June 2013 R/GA Connected row seat to the democratization of hardware prototypes than it is for web from Shapeways. There’s no real science to whether spark of genius. Innovation average resident of a town of 100,000. that create the friction needed to Devices Accelerator hardware development, watching ten startups, it allows companies to “pretail” something looks out of place, you doesn’t happen in isolation: produce the best ideas. And from startups rapidly develop their ideas into their products. Pretailing helps de-risk But the Hammerhead team found that just know.” March 2014 the Internet, organizations should Burberry has a glass roof to remind Square’s of ce space is re ective of the innovative products. I sat down with the endeavor by helping founders the biggest problem in creating those it requires friction and is a provide opportunities that allow staff of the rain and inspire them to clean, crisp lines the mobile payment the founders of one of these startups, assess the demand for their product rst prototypes was the lead-time direct result of the sharing, employees to collaborate across design for it. According to Emily Cronin service is known for. Founder Jack Hammerhead, to learn more about before the factory investment is made. on shipping certain components. These job titles and departments. of the Daily Telegraph, “The design team Dorsey requires employees to clear their how they created an intelligent bike Pretailing also acts as an early feedback delays were alleviated while working exchanging, and cross- works on the top  oor so that when it desks at the end of each day to reinforce navigation device and their advice loop, allowing startups to interact in the R/GA Connected Devices entanglement of many ideas. rains they hear the drops plink on the the brand’s user-friendly values. to other aspiring hardware startups. with their customers and make changes Accelerator space, where Hammerhead roof, reminding them of the centrality of before the product design is locked. and other teams had access to a room the weather to their creations.” Urban Outfi tters’ headquarters mirrors Following are the highlights of our full of MakerBot Replicators and a their brand portfolio: fashion-forward conversation with Piet, Laurence, Hammerhead was one of the companies professional grade Stratasys printer. Bloomberg has no private of ces; with a penchant for antiques. The and Julio of Hammerhead; in the R/GA Connected Devices “In the beginning we started with the even meeting rooms are enclosed by renovated shipyard boasts refurbished visit futurevision.rga.com for the Accelerator that entered the program MakerBot printers because we glass. Reporters, editors, market data original features, and provides a light full interview. with a successful crowdfunding could get the product in our hands specialists, and executives all rub and airy workspace. Since renovating, campaign; the Hammerhead team raised and feel the proportion, which is a very elbows at desks arranged like a trading employee turnover has dropped 11 $200,000 for their bike navigation device important rst phase,” said Julio  oor. From the ground, elevators funnel percent and overall sick days are down. while the Owlet team raised $175,000 in Radesca, who heads up Product Design every single employee to the sixth  oor, pre-sales for their connected baby sock. at Hammerhead. As they started to where they then scatter to more than 30 re ne their product, they started using Continued on p.24 other  oors.

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TRENDS TRENDS TRENDS CONVERSATIONS When the Walls Enabling Structuring Innovation from Come Down Collaborative Creative the Top Down Zappos Airbnb Zappos Holacracy Zappos is well known for promoting The conference rooms at Airbnb are CEO Tony Hsieh on the company’s employee creativity. To motivate exact replicas of the service’s coolest decision to adopt a non-hierarchical employees to move around the listings from around the world, creating Innovation Freedom organizational structure, “Research of ce and interact with staff they a unique link between work and home shows that every time the size of a city might not otherwise work with, the that, like Burberry’s roof (see page 30), doubles, innovation or productivity per company provides a completely provides inspiration for employees. resident increases by 15 percent. But moveable desk solution. Power when companies get bigger, innovation and Internet come from the ceiling to or productivity per employee generally assist the freedom of movement. goes down. So we’re trying to  gure out how to structure Zappos more like a city, and less like a bureaucratic corporation... to enable employees to act more like entrepreneurs and self- direct their work instead of reporting to a manager who tells them what to do.” R/GA Accelerator 3M 15 Percent Time

The R/GA Connected Devices Accelerator 3M encourages employees to spend is one of Techstar’s co-hosted branded 15% of their time working on their own accelerators. projects. This policy has been in effect since 1948.

Photo courtesy of Zappos

Timbuk2 Photo courtesy of Zappos

The design team at Timbuk2 sits just steps from the factory  oor. These diverse experts iterate AT&T’s TIP rapidly, problem solve in real time, and discover ef ciencies through More than 130,000 employees have multidisciplinary collaboration. participated in The Innovation Pipeline (TIP). More than 25,000 projects have been submitted, and $38 million has been invested in these projects. AT&T Study Abroad, which provides better travel packages, is just one example of Beyond the corporate sprints, one-off events, and three-month accelerators, an employee-submitted idea coming to life. Initially serving Organizations are also realizing that good ideas and a fresh perspective from organizations are attempting to institutionalize creative freedom into their 270,000 study-abroad students, the outsiders can drive innovation. Outsiders can often offer insights that may have core business development strategy. Giving employees the freedom to initiative has expanded to military and government employees. been overlooked, as well as bring entirely new ideas to the table because they MyStarbucksIdea.com experiment, tinker, and develop new ideas is a valuable skill often absent in In addition to physically restructuring work environments, companies are not blinded by corporate procedures. large bureaucracies. The community hub has received more Quirky’s Blackout Week are restructuring their internal business practices to be more transparent than 150,000 ideas from customers and welcoming to all voices. in the past  ve years, leading to the According to CEO Ben Kaufman, To harness these outside insights Mondelez partnered with consulting implementation of 277 innovations by The trick for companies is  guring out and trusting their staff. Perhaps the most opportunity for employees to  nd fresh “There’s no reason to run this machine and usher in change, hackathons,  rm Contagious to create the Fly May 2013. just how much creative freedom and famous example of intrapreneurship inspiration from a new workspace. 52 weeks a year. We’re launching three accelerators, and open-innovation Garage, a physical lab where the brand time they should extend to consumers, is Google’s 20 percent program, An added bonus? No distracting of ce products a week. If we can run it for What good is an open-of ce  oor Zappos takes the idea of a  at bring the top three to life. The company initiatives have become a part of brings in partners, like innovation studio employees, and external stakeholders. credited for the creation of Gmail and meetings. 48 and have everyone be happier and plan if higher-up decision makers organization to a whole new has also introduced several innovation the modern-day corporate lexicon. Deep Local, for two-week incubation With no real rules and no real agendas, Google Now. Google didn’t invent healthier, we’re still making invention Photo courtesy of Timbuk2 can’t hear what’s going on? A creative level, completely doing away with centers called Foundrys that provide a Consumer-facing brands like Nike have spurts to work on a speci c area of the unstructured ideation often looks like the idea of giving employees time All of these programs have a shared accessible, and it’s more sustainable.” idea can come from anyone inside hierarchy. Hoping to keep scaling up physical location for venture capitalists hosted accelerators to help aspiring Mondelez core business. At the end of chaos. It is a delicate dance to balance to experiment with their own ideas; vision: creative freedom is bene cial for an organization, from the lowly intern without letting bureaucracy set in, and start-ups to meet with AT&T to start-ups develop their products the two weeks, an idea is brought to life. structured goals with uncharted play. the company borrowed the idea both the employer and the employee. all the way to the CMO. By killing the company introduced in 2013 a pitch their ideas. Through a 10-minute and services. For instance, Nike’s Burning Man does it exceptionally well. from 3M, where that company’s 15 Google made headlines in 2013 when traditional hierarchy and creating self-governing holacracy system in structured pitch process, people co-branded Techstars accelerator These open innovation systems The event starts as a blank template: percent time program famously and it announced greater restrictions on  atter organizations, it’s possible to which there are no job titles and no receive an immediate answer. The advanced the capabilities of its enable brands to become platforms attendees are made into participants accidentally created the Post-it Note. its 20 percent time, and while it’s now create a system where all ideas are managers, and employees organize intention of the Foundrys is to develop Nike+ platform. R/GA is leading the for creativity, providing the opportunity and the community builds everything Other top Silicon Valley companies jokingly called 120 percent time by heard, letting the best rise to the top. themselves by forming “circles” ideas into functional prototypes. way for the agency-led accelerator to increase consumer loyalty, connect from the ground up. At the end of the like Microsoft, LinkedIn, and Apple employees, the mentality remains the Photo courtesy of Airbnb where they can take on any number model. The Techstars co-branded with new partners, and strengthen week-long festival, everything is torn offer employees the opportunity to same: side projects are valuable for Reverse mentoring is also proving of roles without being constrained The emphasis of business has always accelerator program recently graduated client relationships by raising the down, only to be re-born the next work on side projects with [In]Cubator, both the employee and organization. successful at  ipping the traditional by the speci city of their job title. been on big, bold, extroverted leaders. 10 emerging start-ups in the  eld of bar on best-in-class work. year. This repetitive iteration means Garage, and Blue Sky, respectively. Organizations providing the tools and “At GE, we have 50,000 of the world’s best model of lower-level employees learning But because introverts make up a connected devices. attendees are constantly challenged support that employees need to pursue from higher-level employees. Reverse Organizations that want to promote a sizable portion of the workforce, these to improve their creative ideas year Companies like Quirky and Crowdtilt passion projects are poised to bene t mentoring recognizes that younger, culture of openness and inclusiveness new organizational structures enable Brands have also found success by to year, and the event is always new take slightly different approaches to from the over˜ ow of their innovations. researchers, scientists, and engineers. often lower-level, employees have don’t necessarily have to go as far as all personality types to contribute. engaging their stakeholders through and relevant. Companies should strive giving employees creative freedom. more knowledge in speci c areas, like Zappos to foster open idea exchange. open-innovation platforms that harness to create a “Burning Man in a Box” Quirky mandates a “Blackout” once social media, than their older, more AT&T promotes creativity from within their constituents’ collective ideas. GE environment for employees, giving them a quarter, where the entire company That’s a huge amount on any scale, but it’s established co-workers. Reverse with programs like The Innovation issued a challenge to entrepreneurs enough freedom for creative expression, shuts down for a mandatory one-week mentoring creates an open, two-way Pipeline (TIP), which allows anyone to to redesign parts of an aircraft engine, but ample boundaries so things stay vacation. Employees are encouraged a tiny sliver compared to the total number exchange of insights across generations submit an idea, no matter what his or and the LEGO Cuusoo platform in control. to recharge while pursuing personal and titles,  attening an organization by her level. Employees vote on the ten encourages fans to submit ideas for new interests. Crowdtilt offers a “hackation,” breaking down knowledge barriers. best suggestions every quarter and sets. Similarly, Starbucks customers This playful approach to innovation is allowing employees the opportunity Photo courtesy of Quirky of smart people in the world.” then collaborate across departments to suggest ways to improve the customer called intrapreneurship: it is about big to work from anywhere in the world Image courtesy of General Electric experience on MyStarbucksIdea.com. corporations acting small, taking risks, for a week. It’s not a vacation, but an — Alex Tepper

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PERSPECTIVES 03/ STORYTELLING HAS ALWAYS TRENDS The Building Blocks The Evolution of BEEN A PART OF HUMAN CULTURE. From Information to of Creative Culture ADVERTISERS’ ABILITY TO TELL Entertainment Branded Storytelling STORIES HAS CHANGED THANKS Old Spice “The Man TO TECHNOLOGY, WHICH HAS Your Man Could CREATED NEW STORYTELLING Smell Like” Alex Tepper This campaign has earned nearly 50 million views since its 2010 Global Director of Innovation, General Electric launch. More impressive is the CHANNELS AND NEW WAYS OF campaign’s effect on Old Spice body wash sales; according to Nielsen, sales of Old Spice EXPERIENCING THEM. body wash were up 60% three months after “The Man Your Man Could Smell Like” rst appeared. Six months after its debut, sales of Old Spice body wash had more than doubled from the previous year.

Jeff Mancini, VP of Product Innovation, R/GA, speaks with Alex Tepper, Global Director of Innovation, General Electric, about how his team is creating Jennifer Remling Chris Stutzman a culture of innovation by adopting new business models and looking to the SVP Talent, Recruitment, R/GA VP, Managing Director, Business Consulting, R/GA crowd for inspiration. Spectrum of Content Wren’s “First Kiss” Jeff Mancini: world. There’s so much innovation AT: guarded. Can you talk a little more about of innovators is going to exponentially source side of the continuum than the the micromanufacturing facility, and then to market quickly—with co-creation How R/GA, Netfl ix, and Pixar built a culture of creativity by promoting openness Short form content Long form content Alex, we’re living in the golden age of coming out of the startup world, so We’re already starting to see how our GE’s new approach to how you treat IP? increase. Quirky is a great platform of pure closed IP. That’s a big change they will get early access to the products and micromanufacturing. This will and dismissing bureaucratic rules. “First Kiss” was viewed over 70 million innovation. What does innovation mean we’ve worked a lot with startups and big incubations and lean start-ups are inventors and is incredibly interesting for GE. And the reason for that is to so they can give us feedback. We’ll allow us to tap into the crowd for times in just two weeks. The viral video for GE, and how has it changed over the thinkers in the space to figure out what having a real impact on all of GE’s AT: because it engages the crowd to get give access to as many great minds use this feedback to tweak designs, design and pair it with our ability to Over the years, advertising has become less about providing information drove awareness and sales for the course of the company’s history? they’re doing right. Now we’re trying 300,000 employees. Part of this is IP for GE is extremely important. products to market very quickly. out there as possible. Let’s access the and then produce another small batch produce prototypes very quickly. :30 small fashion label; compared to the Ideas are the lifeblood of a thriving have an outlet or explicit permission The curriculum within the R/GA Talent responsible people who are self- trusted advisors called the Braintrust. discomfort of receiving frank feedback to apply some of these learnings, like because we’ve proven the incubation Historically, we’ve been a very inwardly global brain to get better designs. of these appliances, and continue this This will allow us to get products into to consumers, and more about crafting a story to entertain them. Consumers week before the video was released, company. They are what lead to freely share their ideas. Or even Accelerator centers on a few critical motivated, self-aware, and self-starters. The premise of the Braintrust is simple: is minimized by the structure of the Alex Tepper: new business models and new ways of model works, and part of it is because focused company. We have some of GE creates an incredible amount of iterative process until we feel like we markets in months rather than years. have started judging not only the product advertised, but also the personality traf c to the website increased 14,000% to breakthrough new products, worse, don’t think their ideas will be components: 1) it establishes R/GA The Net ix leadership team also doesn’t put smart, seasoned people in a room session; the object under scrutiny is The innovation journey for GE has getting products to market, to traditional our CEO is so excited about creating the best researchers, scientists, and IP in our global research center, and JM: have the appliance in its perfect state, Every new screen or social and online sales rose 13,600%. been a long one. GE has been around processes at GE. So far this approach a culture of innovation. The incubation engineers in the world, and we’re a big we saw an opportunity to turn some Let’s talk more about the global brain. before finally launching it in a larger way. JM: reinvigorated brand campaigns, and valued and fear possible retribution. standards within speci‘ c disciplines tolerate what they call “brilliant jerks,” together, charge them with identifying the € lm, not the director. By keeping network provides a fresh Status update Static image Animated 6 second 15 second Long form YouTube :30 second Long form of the brand. for something like 130 years, so to be has worked extremely well for us. model has really proven itself in its company, so we have about 50,000 of that latent IP over to Quirky to see How do you find the right partners in What makes you nervous and keeps innovative business models. And great 2) it imparts best practices on how to people who, while more than capable of and solving problems, and encourage creative egos in check and subjecting GIF video video web content video TV spot TV spot around that long and be a leader in the ability to cut through bureaucracy and of them. That’s a huge amount on any what innovations the crowd could this new open, co-creative approach? This is very different from the way we you up at night in terms of where the companies recognize that great ideas How Do You Establish address obstacles that get in the way of performing, inhibit the sharing of ideas, them to be candid. The ultimate everyone to a jury of proven peers, opportunity for brands to space, we’ve done a lot of innovation JM: create a culture of experimentation. scale, but we’ve realized that it’s a tiny come up with, and they came up with used to approach things: a small group innovation space is going? come from anyone, anywhere, and a Creative Culture? doing great work 3) it develops  uency opinions, and criticism that are critical goal? Give Pixar a repeatable way Pixar has propelled its creative creatively engage their over the years. For us, the nature of Did GE restructure around the new sliver compared to the total number of some really incredible designs. AT: of 5 or 50 engineers would design a that creativity lives in a company’s on how to communicate and collaborate to a culture of creativity and innovation. to push the director of a € lm toward culture on an incredible run of Old Spice reinvigorated its aging, The LEGO Movie is another great clothing line, highlighting the  ne line consumers. Because each nearly forgotten brand in 2010 with a example of content driven marketing. between selling a product and telling a innovation has changed. It’s historically way you approach innovation? JM: smart people in the world. So rather I’m one of the co-creators of the Open product over the course of two years, AT: culture, not a single department. Employees must be able to work across the many disciplines at R/GA. excellence and root out mediocrity. fourteen number one box of€ ce hits, humorous ad campaign that replaced Essentially a 100-minute ad for the toy story with great content. been about technical and process It sounds like your team has gotten a than focusing on keeping our engineers We’re now invested in Quirky, and are Innovation Center of Excellence, a feel like they had it perfect, and then we We’re extremely focused, as we That’s why, no matter if you work at together and push each other’s ideas As such, Net ix has been able to beginning with Toy Story in 1995. new technology uniquely sterile endorsements by doctors with company, its  lm appeals to a wide- innovation, but it’s now becoming AT: fair amount of investment, both in terms working on these pieces of IP, we’ve launching a whole series of products platform that we use to figure out would build a huge factory and hope should be, on our speed to market. an agency, a startup, or a Fortune for a creative culture to thrive. How Because everyone is initiated in maintain a creative culture by hiring The bene€ t of the Braintrust is that it depicts messages, branding entertaining, dynamic, and at times, ranging audience. The movie was a The examples we reference in the much more about business model We haven’t done any wholesale of both support and finances, to drive opened it up to the outside world. with Quirky and the Quirky community. what communities we can tap into the product was a success. This was What makes me nervous is that we’ll 500 company, the more creative your can companies embrace openness R/GA culture from day one, the (and retaining) employees who helps clear the way for better creative Clearing the Air for Free nonsensical content driven by a hit because the product and brand rest of this article demonstrate how innovation and speed to market. restructuring around driving innovation. this new approach to innovation at GE. Instead of 50 engineers working on It’s a really exciting opportunity. for inspiration, whether it’s GrabCAD a very risky and expensive way to do be disrupted from the outside by culture, the better your ideas will be. and idea sharing to create a creative agency has been able to create perpetuate a culture of self-discipline, thinking. During the € lmmaking process, Flowing Creativity strategies must keep pace personable and attractive comedian. were interwoven, yet nothing about muddled the space between content Our approach is to experiment; to pilot a project, it’s now 50,000 engineers for engineers, Quirky for inventors, things. Our new approach makes a lot people who are developing things in culture? Below, three insights from consistently high quality work from freedom, and responsibility rather than directors will typically get “lost” in the for stories to remain relevant The approach reversed the perception the experience read “ad.” LEGO is and communication has become as A lot of it’s about culture change, and and incubate projects with smaller AT: working on a project. JM: or Localmotors for engineers. It’s more sense because consumers can a much faster manner and with a very What is a Creative Culture? companies who are ourishing because 1,400+ people across 13 of€ ces. a culture run by the process police. project at some point. That’s where Is there a formula, blueprint or playbook that Old Spice was your grandfather’s obviously at the heart of the movie, as advertising strategy moves away from not in the € uffy principles way. It’s teams, and then blow them out when It’s interesting. GE is a huge company, Lots of companies talk about figuring out the best partner to work give feedback by actually touching, different approach than we have. I of their creatively led cultures: the Braintrust comes in. The Braintrust for building a creative culture? We don’t with consumers. preferred brand of deodorant and made a product and as a design element, the information age and becomes a much more about applying external they are successful. We’ve been very and we have a huge amount of money. We’ve seen a lot of cross-pollination partnerships like the one with Quirky, with based on their community and feeling, and interacting with a product, don’t think our core businesses will Ed Catmull, President of Pixar, believes 02/ Purge Bureaucratic Hierarchies The underpinning of Net ix’s model meets roughly every three months to think it’s as simple or straightforward Old Spice cool again with younger but it’s really about the story. The  lm source of entertainment for consumers. models, like lean startup methodologies focused on experimentation and figuring But the way we approach innovation from other industries with this approach, but we often hear about them getting what kind of product we’re designing. which gives us a better idea if the necessarily be disrupted from the that the signature of a creative culture 01/ Jumpstart a Creative Culture that Build Up Over Time is that responsible, innovative people review projects with directors. The as that. But we do know that it isn’t as audiences—and something people weaves the brand values of making to hardware development at GE. out what does and doesn’t work. For isn’t by tossing money at it. It’s very and we’re getting better designs from dismissed very quickly as being too We have huge plans of really scaling product is a fit for the market before we outside because of deep proprietary is one in which ideas are valued and from Day One are worthy of creative freedom. When intention is to make everyone smarter mystical and mysterious as you might A well-written, timely tweet actually wanted to talk about. and creating throughout the narrative, It’s a very different approach for a things that don’t work, we don’t get too much like a bootstrapping approach, the variety of different viewpoints. complicated with the IP rights and up co-creation and open innovation start producing it in a large-scale way. knowledge and an embedded people feel free to share their ideas, As companies grow larger, they companies remove friction and give by putting many solutions on the table think. The culture of your company is like can be just as effective as a big pitting creative “master builders” traditional way of doing things at GE. stressed about them, and move on. where we spend a small amount of royalties issues, among other problems. this year. We’re going to be launching customer base, but nonetheless opinions, and criticisms with each other. tend to implement rules and talented employees the freedom to in a short amount of time, helping clear the air we breathe. You take it for granted New recruits should be initiated into a Since the brand’s 2010 breakout ad, against those who go through life Failure shouldn’t be a huge stigma. For money to experiment and try something JM: Has it been as hard as people think it some really cool challenges soon. JM: that’s what makes me nervous. processes that become barriers focus on what’s really important— the way for better creative thinking. every day, but it dictates the quality of budget, high fi delity fi lm. Today’s company’s cultural norms of sharing Old Spice has continued to evolve its simply following the instructions. JM: the things that do work, we double down out before we put a humongous amount GE’s relationship with Quirky has is to do these collaborative efforts? What’s the roadmap for innovation at GE Openness, then, is a core component to creativity, often driving out the rather than learning to play by the What’s different about the Braintrust everyday life and work. At a company ideas, opinions, and criticisms on day creatives need to be equally strategy, pulling the target audience As you allude to, GE’s approach on them and do them in a big way. of money behind it. In a lot of cases, garnered a lot of press. Can you JM: now that you’ve had some successes Watch the full interview with Alex of a creative culture. But in many innovative, intellectually curious rules—creativity and innovation thrive. feedback mechanism? It’s made up with a smoggy creative culture, the  ow one. The R/GA Talent Accelerator into its pitch by creating absurd video Traditionally advertising and feature to innovation has historically been innovation can’t necessarily be bought. talk about the process of identifying AT: How do these communities under your belt? How do you scale Tepper on futurevision.rga.com. companies, people keep ideas, people who thrive on in more  exible of people with a deep understanding of innovative energy is sti ed and unclear. equipped to execute across the was created to help entry-level and games, interactive videos, and even fake  lms have been considered to be at more methodical, process driven, JM: It needs to be learned, and it needs to that opportunity and how you It hasn’t been hard to figure out, but it give you feedback and help you this new approach throughout the opinions, and criticisms to themselves. environments. When this happens, 03/ Sharpen Creative Culture of storytelling, who usually have been At a company with a thriving culture of junior talent successfully integrate content continuum. websites, essentially creating content opposite ends of the content spectrum, and iterative, but today, GE is A lot of companies are trying to create be a cultural thing at GE. And that’s actually brought it to life? was certainly hard at first to sell in to create a better product? organization? Why? Some reasons may be personal, companies quickly lose their edge. with Seasoned Talent through the process themselves. The innovation and creativity, ideas  ow into the agency and start making its target audience would  nd on Reddit with completely different forms and starting to act more like a startup. a similar incubator-type of environment what we’ve really started to drive. GE legal groups. But now everyone is as in they don’t want to share the glory second difference is that the Braintrust freely as they are candidly shared and an impact quickly. The program or YouTube, or play on Xbox. Old Spice functions. The two are not all that What prompted that change? for innovation where small teams lead AT: on board. We are big fans of the open AT: AT: of their idea. Others might not feel Net ix decided to take the opposite A company’s creative culture should has no authority; it’s up to the director to critiqued across the organization. accelerates cultural norms and successfully repositioned itself for a different in today’s landscape. Take the way for the larger organization. Do JM: We’re big believers in the source movement in general. There are I’ll give you a great example with the The future for innovation at GE is a comfortable sharing their opinions approach. They increased, rather than harness the collective expertise of € gure out how to address the feedback. expectations for how things are done, younger demographic; more importantly, the viral hit “First Kiss,” a short  lm in AT: you see this ultimately changing the GE made headlines for opening up IP democratization of design and the always components that are going to First Build Community, who we’re new model for the way we work, and or responding to criticism. But most limited, employee freedom as they grew, its constituents and be shaped by and gives young talent the con‘ dence by focusing on great, compelling which 20 strangers are asked to share At GE we try to experiment as much way an entire company behaves? to the public. It’s a pretty radical shift democratization of technology. As be walled off from an IP perspective, partnering with to focus on major it’s combining new models from the reasons are institutional, embedded into so they could continue to attract and seasoned talent. Pixar has created a In order for the Braintrust to work, the they need to take the mantle. content, it shifted its strategy to align a kiss. The  lm turned out to be not a as possible, and part of that is learning from the traditional thinking that IP is a tools and the ability to make hardware but in general, we are very much going appliances. The community will help us outside—new business models, new a corporate culture where people don’t engage innovative people. They’ve set culture that shares ideas, opinions and director has to be willing to receive about what’s going on in the outside principle asset and should be closely becomes much cheaper, the number to be skewing more towards the open decide which appliances we’ll take to platforms, new methods to get a standard of hiring high performing, criticism by turning senior talent into candid feedback. Any potential with how consumers relate to brands.  lm at all, but rather an ad for a women’s

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TRENDS TRENDS TRENDS TRENDS CONVERSATIONS The New Shaping the Narrative Great Stories Must Getting Technology’s Brand-as-Media Through Social Activation Span Devices Screen Specifi c Impact on Chipotle “Scarecrow” Red Bull “Stratos” Company Although it’s a bit premature to fully Storytelling More than eight million people around judge the success of Chipotle’s recent the world tuned into YouTube to watch “The Scarecrow” campaign, according Felix Baumgartner jump live from space. to YouGov BrandIndex, Chipotle’s brand His jump was a perfect trifecta of results awareness score in the U.S. jumped for Red Bull: Baumgartner made history from 64 percent pre-campaign to 70 as the  rst person to break the sound percent a week later. After Chipotle barrier, the stunt is now the most watched Samsung “Football Will aired “Back to the Start” during the 2012 Nike SB App live stream in history, and sales in the Grammy Awards broadcast, systemwide Save The Planet” In less than a year, the app has been U.S. rose seven percent in the six months revenue jumped 25.8 percent and net downloaded more than 340,000 following “Stratos.” income rose 34.9 percent. While the The videos have generated more times. Skateboarders have uploaded campaign can’t be credited for all of the than 28 million views. Millions of fans their own videos of tricks more than success, the chain’s Š rst national TV from 250 countries have spent nearly 43,000 times, and over 8,500 games ad surely contributed positively to the 100,000 hours visiting the site. A third of S.K.A.T.E have been played. of those visits are from mobile devices, bottom line. and two-thirds are referred from social media. The press has embraced it as a blend between marketing and news, generating a billion earned impressions. And because the Galaxy 11 content is so rich and valuable, Samsung is now using it as a TV spot in several local markets, bringing the story full circle.

Arcade Fire “Just A Refl ektor”

Arcade Fire won the Webby and People’s Voice Award for “Just a Re ektor” in the NetArt Websites category and a Webby in the Best Music category. GoPro Videos Intel&Toshiba “Inside” Instead of creating content that gets pushed from one screen to another, While LEGO is a great example of how brands are competing with more Film Series traditional media companies, some brands are attempting to become media GoPro is the  fth biggest brand on brands are creating storylines that simultaneously play out across multiple YouTube and as only 2% of the top Brands have invested in creating high quality content that resonates with The launch of the  rst installment Because it is widely known that consumers now use multiple devices, a brand’s devices. The strategic opportunity lies in creating content that leverages companies in their own right. 5,000 YouTube channels are from consumers, but in the social age, it can be diffi cult for brands to own “The Inside Experience” in 2011 was brands, this is a considerable creative content must move seamlessly across televisions, smartphones, desktops, Melbourne Metro features native to each device and explores the interaction between multiple groundbreaking— this social  lm was achievement. The company’s content their conversation. Content takes on its own life as it spreads across social an entirely new concept. The campaign and tablets — not to mention gaming platforms and social networks. “Dumb Ways to Die” devices. strategy hinges on showcasing its users’ media channels, morphing and twisting with consumer input. received 7.2 million views online, but Not unlike ESPN or other cable the brand’s product offering is also GoPro footage, which the brand shares increased positive brand opinion Within a month, the ad was the sixth channels, these brands are essentially the strongest advertisement of its on its four YouTube channels and across of both Intel and Toshiba by seven most shared ad of all time, ultimately creating their own channels of content, capabilities. When average consumers social media. The brand’s 1,591 videos percent and  ve percent respectively. In September 2013, the Mexican food downloads. Similar to Old Spice’s reaching more than 97,500,000 views. In today’s fragmented media landscape, and can integrate sponsored products Advanced Research and Technologies actually showcasing the unique bene ts or sponsored athletes strap on a GoPro boast more than 1.78 million subscribers, Gone are the days when consumers was unveiled, fans around the world Toshiba also saw a double-digit chain Chipotle launched an animated transformation, “Dumb Ways to Die” But the campaign’s impact extends a multidevice strategy can create into the conversation or deliver coupons research group, explores “what it of their brands rather than merely talking to  lm their adventures, they capture and more than 416.6 million views. leaned back to receive branded responded with their input on how to percent increase in weekly laptop sales video, “The Scarecrow,” to promote found success by entertaining rather beyond mere popularity because additive experiences for consumers. through the app. means to have an experiential device.” about them. an authentic experience, becoming the messages. They now lean forward assemble the best team and what the during the campaign, and purchase it’s “Food with Integrity” values by than lecturing their consumers. Both its been repurposed as classroom Second-screen experiences gave us Similarly, the Nike SB App leverages a hero of their own story. With this pure to interact with and shape a brand’s team’s strategy should be to defeat the consideration for Intel rose eight lambasting Big Food companies. While the video and the game stand on their materials and, more importantly, our  rst glimpse of content creation for Disney released an iPad app in phone’s accelerometer to allow users From big budget events like jumping messaging of “show me” rather than “tell communication. Brands who leave room aliens. In fact, the Galaxy team was percent. Intel and Toshiba built on the compelling on its own, the video (which own, but complement one another by reduced accidents on the Melbourne multiple devices, outsourcing additional conjunction with the re-release of The to view skating tricks in multi-view, from the stratosphere to strapping a me,” GoPro is doing what no advertising for their story to grow can help steer the originally supposed to have only 11  rst campaign’s success, and in 2013, has over 12.5 million YouTube views) telling different sides of the same story. Metro by 20 percent. bits of content to the smaller screens Little Mermaid. Screened in 16 theaters multi-angle videos. The app also helps GoPro to a teenage kid doing parkour, agency could ever do: providing real narrative rather than react to it. members, but fan interest was so strong the third installment, The Power Inside, was actually a teaser for a mobile sitting in our laps. These second across the U.S., “Second Screen skaters around the world connect with Red Bull sees itself as fueling what  rst-hand perspective. Consumers who that Samsung added two additional received more than 51 million views. game that was downloaded more than Chipotle and Melbourne Metro used screens have, for the most part, been Live” allows viewers to sync their iPads and compete against each other. author Chris Anderson refers to as purchase a GoPro automatically become Toshiba and Intel have won praise members to complete the story. 250,000 times in the rst week. In the great storytelling to turn what would additive, simply providing additional with the  lm to interact with on-screen the “long tail” of extreme sports. The brand ambassadors when they post a for their Inside  lm series, social  lms game, players tilt and tap their phones have been standard, run-of-the-mill information or input mechanisms action, play games against other movie Other brands are exploring how beverage company packages extreme video online, advertising GoPro’s ability with narratives requiring active fan Essentially with both campaigns, to protect veggies, rescue animals, ads into something worth sharing. By for viewer feedback. American Idol patrons, and participate in sing-alongs. multiple devices can interact and sync sports and stunts into adrenaline-fueled to capture everything from a shark contribution. The third installment of the brands created outlines for their and deliver fresh food. By starting creating content that moved across streamlined this process by partnering The app enables the audience to feel as to create new ways for consumers videos, distributing them across the web attack to a  re ghter saving a kitten. the series, The Power Inside, asked narratives, but left enough of the with a well-produced video, Chipotle screens, the brands expanded their with Google, integrating the show’s if it is an integral part of the story instead to experience a story. Arcade Fire in place of advertisements. The brand’s fans to audition for roles in the movie, storyline open so fans could feel they was able to seed its story, which was reach and made their messages voting feature directly into the search of a participant merely watching the released Just a Refl ektor, an interactive message, “Red Bull Gives You Wings,” Like Red Bull and GoPro, Intel is a and the  lm’s story arc was designed were a part of the action. Instead of reinforced further for consumers through stick with consumers. The ads giant’s nearly ubiquitous feed. story unfold.  lm that lets viewers sync their is delivered in these high-octane  lms company that sees itself as powering “People skip bad ads, which is probably to change based on participation. attempting to control the story, The tangible, interactive game play. prove that even the most uninspiring smartphones to their computers to far better than any ad could ever do. an entire culture, albeit one with fewer Power Inside and Football Will Save content—a fast food ad and a safety Moving forward, “second screens” will Rather than being a secondary control the video’s visual effects—not Instead of providing consumers with a backŒ ips. The semiconductor chip Similarly, Samsung created Football the Planet embraced the  uidity of Melbourne’s transit system, Melbourne PSA—can be turned into a narrative likely shift in their priority, taking some destination, The Little Mermaid app by moving a mouse on a screen, but by metaphor of the brand promise, Red maker partnered with VICE in 2010 to a good thing. It puts the onus back on Will Save the Planet, a  uid digital social media, letting fan input evolve Metro, similarly applied this two- that resonates with consumers. emphasis away from the big screen and hints at the ability of brands to leverage moving their phone or tablet through Bull actively demonstrates it with great increase its relevance among global campaign for the Galaxy 11 that pits the content. This is not the same tiered approach of animated video redirecting it towards hand-held devices. native features of mobile devices to the physical space around them. content. youth and reinforce its role in powering human soccer players against invading as brands sitting back and letting and mobile game to help prevent For instance, Univision, the Spanish- enhance the plot of a movie or TV creatives and brands to create something creative technology with the Creators aliens. For the campaign, Samsung consumers drive the story; the brands train accidents. Starkly different from language media company, is enhancing show. Google’s “Spotlight Stories” Red Bull faces strong competition Project. The platform spotlights assembled a team of 13 of the most were always one step ahead of the story, typical public safety announcements, the plot lines of its shows by letting demonstrates how features native to the from GoPro: although many Red Bull- innovators at the intersection of art and more engaging, something that people renowned soccer players, each from with enough knowledge about their “Dumb Ways To Die” has grown into viewers choose to “follow” speci c phone, like tilting and ˆ ipping, can add powered stunts rely on the wearable technology through a TED-like archive of a different country. The campaign audience to anticipate the next move. an Internet sensation, with the original characters. Viewers then receive text value to mobile storytelling. As Moto camera, GoPro is building a media videos, and it helps demonstrate Intel’s was revealed in a series of videos, video garnering more than 97 million messages and little bits of information in X users move their screens, the story don’t want to skip.” empire of its own. Unlike Red Bull, capability to power creative initiatives. introducing each team member one by YouTube views and a smartphone line with the plot. The additional content changes to match their perspective, GoPro is in a unique position because Image courtesy of Google Creative Partnerships one. As each Galaxy 11 team member game netting more than 14 million is created by each show’s screenwriters which, in the words of Motorola’s — Ben Malbon

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PERSPECTIVES From Real-Time What is to Relevant FutureVision?

At R/GA we’re constantly talking FutureVision has matured into a robust Allie Walker about, sharing, and experimenting trends-and-insights offering—one that FutureVision Editor, Ben Malbon with the latest technologies. We’re nourishes the creative and strategic Mobile&Social Platforms excited about change and tuned into practices across the agency, and over [email protected] Director of Creative Partnerships, Google developments that are transforming the past year, we’ve delivered more than consumer behavior. FutureVision is a 100 presentations to R/GA clients and Jeff Squires program focused on the trends that their partners. Our internal resources FutureVision Research Director, promise to disrupt brands and markets and client offerings help our teams Mobile&Social Platforms over the next two to € ve years. We use reach a common understanding about [email protected] the FutureVision program to harness the the digital landscape. After all, our best ideas and insights generated every day work begins with a dynamic exchange in countless emails, tweets, and hallway of ideas with our clients and a clear conversations among the more than perspective about where tomorrow’s 1,400 R/GAers worldwide. We not only trends will take business. share this intelligence with our clients but also apply it to our work, making it both a powerful business tool and an If you’d like to learn more about outlet for our passions. presentations and workshops, please contact the FutureVision team at At its core, FutureVision is a set of [email protected] or reach out open-source, client agnostic resources directly to the FutureVision Core Team: that everyone across the agency can access, customize, and share with Jonathan Greene stakeholders. Our team curates and FutureVision Editor-in-Chief, redistributes knowledge and ensures VP, Managing Director, that the learnings from one project can Mobile&Social Platforms be securely transferred to the next. [email protected]

Richard Ting, EVP, Global Executive Creative Director, Mobile&Social Platforms, R/GA, speaks with Ben Malbon, Director of Creative Partnerships, John Mullin Tracy Hepler Google, about making advertising more compelling, rethinking the advertising ecosystem, and the future of storytelling. Executive Producer, Mobile&Social Platforms, R/GA Associate Director Social Media, Mobile&Social Platforms, R/GA Contributors: Additional Thanks To: YouJin Choi Junior Visual Designer Graphic Design: Nick Law Richard Ting: development. How do you pitch the RT: game. I think this is phenomenally mindset about how to tackle these by high-touch I mean a deep dive into experimentation is vital. Art, Copy folks. It has to be a coming together How brands can create quality social content that rises above the noise Global Chief Creative Of€ cer Jessica Stewart Ben, you and I both work in and around capabilities of Art, Copy & Code to In the same way Art, Copy & Code helps interesting from an advertising different channels from a priority small numbers of people, really in-depth and Code is all about partnering with of the advanced guard, who are to become something impactful and engaging. Virgilio Santos Art Director advertising. Most people don’t like brands like Burberry and Volkswagen brands experiment with the potential point of view, in terms of providing standpoint as well as a budgetary ethnographies, really understanding brands and agencies in trying new usually a bit younger and hungrier Creative Director Daniel Diez advertising because it interrupts their and the agencies they represent? of digital to connect with consumers, brands, creatives, and agencies standpoint. How do you think brands how consumers approach, perceive, things, and getting excited to try these for new stuff, and the old guard, Global Chief Marketing Of€ cer Kris Seto Elliott Burford Senior Copywriter experience- they skip over TV ads and Google’s “Project Rebrief” reinvented really interesting new opportunities and advertisers can move past this old and understand technology. I think new things for real. To learn from them. who have a greater understanding Art Director Richard Ting tend not to click on banner ads. Brands BM: some of the most iconic TV ads of to reach viewers in what would model and take advantage of this new success will be combining high-tech and of how ideas and brands work. Much like TV ads in the 1950s, Missing A Greater Vision Undervaluing Content Creators Obsessing Over Real-Time EVP, Global Executive Creative Jarrett Jamison have started to adapt their strategies A lot depends on a shared appetite the 1960s and 1970s for the digital otherwise be restricted to ad breaks. consumer behavior? How do we get high-touch measurement, and ‚ guring Secondly, I think there’s great value in social media has transformed the Yumi Nakamura Director, Mobile&Social Platforms Junior Visual Designer to this behavior, and are starting to to do something different, to try age. I think this project showed how advertisers to set aside budget for more out how to tell a story to brands that’s not trying to take the whole organization Watch the full interview with Ben way that brands communicate. In “ Make your strategy your north “Find ing and acting on insights gleaned “Here’s the truth…real-time marketing Prior to the Super Bowl, Oreo built was able to shift the conversation Senior Visual Designer create more engaging content and ad something new, and to step into a technology has impacted storytelling, It’s looking at ways that tablets, cell multi-channel work? interesting, compelling, and looks like with you at once. Creative agencies Malbon on futurevision.rga.com. an engaged audience with the Daily about healthcare and make their Kris Kiger Eva McEnrue this brave new world, marketers of star.” - PR Week, 2013 from social discussions requires the is just a lot of marketers talking to Jill Lin EVP, Managing Director Production Assistant experiences for consumers. About a year place that is a little experimental- or at but at the same time, showed how phones, and the web can help people it might be measurable in some form. have many, many talented people in all categories are turning to social right combination of a clear objective, other marketers.” - Forbes 2014 Twist initiative, a 100 day campaign message relevant with younger Junior Visual Designer ago, Google launched the Art, Copy & least not very well mapped. It’s less of traditional mediums like TV are still enjoy the game in a different way, either BM: Of course, with any creative, there’s them, but some people will want to go content development as a way to Brands need to have a clear vision business planning, technology and that grew and cultivate d a community viewers. Not only did the President’s Chapin Clark Zeke Spector Code program in an effort to reimagine a pitch and more of a shared sense of viable if they’re thought of in a different through information and data about That’s a great question. There are always a large dose of trust and some quicker than others. There’s value in increase awareness, drive meaningful and purpose when creating social most importantly, people to do the In 2013, real-time marketing became who was vested in Oreo’s pithy wit and appearance become viral content, Olga Lamm EVP, Managing Director Assistant Editor, Digital Studio the future of advertising. Can you tell us wanting to do something interesting. way for the digital consumer. what’s happening or through socially lots of people trying to ‚ gure this risk. But the mistake is to think that creating a splinter cell, which is what messaging and build relationships. content. Published content needs to work.” - Forrester, August 2013. all the rage. Certainly, the tweet that commentary around topical events. but “Between Two Ferns” became Senior Implementation Specialist a little more about the program? In addition, we look for established connecting them with other fans. It’s out. At Google, there are some very the answer is just in data or just in we did when I ran BBH Labs. It was Oreo’s community was primed, and Healthcare.gov’s biggest trafŠ c driver. Chloe Gottlieb Nick Ljubicich ladder back to a brand’s overarching fueled this obsession was Oreo’s “Dunk Production: SVP, Executive Creative Director Intern, Digital Studio brands that already have a track record Can you tell us how Google is really exciting, but I don’t think many smart people working on ways to qualitative understanding, it’s both. sort of an advanced guard that ran We are currently living in an era where strategy. Just like with any effort, Content marketing is a billion dollar in the Dark” Super Bowl tweet. At the the “Dunk in the Dark” tweet was more Ben Malbon: for creating innovative marketing. reinventing the capabilities of traditional brands have done this well yet. measure the impact of digital within ahead to discover what’s out there the world is making and consuming marketers should always start by industry, yet brands have only time, this execution showcased the than just a “real-time” moment. The Obama’s appearance on “Between Genevieve George Jeff Mancini Brian Kerr Advertising is not going away. Bad advertising channels to better engage an overall campaign. We want to RT: before feeding it back to the larger content at an unprecedented rate: 114 deŒ ning the goals of social content started hiring content experts to join marketing gold that could be achieved tweet was possible thanks to months Two Ferns” worked because the Producer, Creative Operations VP, Product Innovation Group Resource Manager advertising is bad, and good advertising There has to be an understanding that consumers in the digital age? With Something like 3 billion people are provide metrics that are as meaningful We’ve talked about how consumers group. I think it’s a wise thing to do. billion minutes per month are spent on creation: Is it creating awareness? A their marketing team. Coca-Cola on social media when a brand combined of planning and a dedicated content conversation was strategic, relevant, is good. People skip bad ads, which I like any step into the unknown, it may big events like the World Cup coming expected to watch the World Cup, to brands as clicks have become for are jumping from television screens to It takes brave management to invest resources team that was ready to authentic, and high-quality. It was Erica Jensen Katherine Santone Facebook, 40 million new photos are perception shift? Driving leads? is an exception to this. In 2012, the the right content with the right moment. Executive Producer, Print Production Proofreader think is probably a good thing. It puts not be successful; there’s de‚ nitely a up, what can we expect to see from and a large portion of this audience direct response advertisers. Part of mobile and social channels as well as in that, but I think it’s worthwhile. posted per day on Instagram, 58 million company hired four full-time journalists The power of this tweet certainly made capitalize when the moment was right. the right time, moment, and channel the onus back on creatives and brands strong sense of ‘this might work,’ but if innovative TV or print executions? Is will have a device in their hands at that is offering a better understanding the need to evolve how we think about tweets are shared on Twitter and the list With a goal to connect with younger and forty freelancers to reimagine waves; not only was it heavily awarded for the Obama administration to Kris Pito to create something more engaging, it doesn’t, that’s ok. Acknowledging the there anything we can look forward to? some point. My team is playing with of the role digital plays in their overall measurement. Let’s talk how these new There are a variety of deep dive type continues. Content is now a commodity. consumers and establish a more its corporate website as a digital at Cannes, but the tweet set off a The Winning Formula have a meaningful conversation Executive Producer, Art Production something that people don’t want to uncertainty in the beginning changes experiments that hint at a way forward. campaign—expect more on this in channels and the shift in consumer experiences that creative agencies editorial voice, L’Oreal Paris created a magazine, a collection of emotional frenzy from other brands clamoring Instead of pandering for a real-time with younger consumers. skip. With Art, Copy & Code, we’re the way the relationship starts. It allows the months and years to come. behavior are also challenging agency are creating that are very valuable punch line, brands are starting to act David Alcorn Simultaneously, the consumer appetite Tumblr presence that coincided with stories that ties back to the brand. to have their “Oreo Moment,” too. Creative Director, Talent Development trying to ‚ nd ways of producing more for more experimentation, for numerous BM: RT: creatives—as stories start and stop in in immersing art and copy experts for content is increasing. The average their sponsorship of the 2014 Golden more strategically on social media, Brands should employ a similar engaging, more beautiful, and more things to be started, stopped, scrapped, I hope so; we’re playing in that area You touched on how mobile and social What we’re experimenting with is the different places, we’re seeing non-linear, into the world of code to explore the 18-34 year old now spends close to Globes. The L’Oreal Paris Golden The new site, Coca-Cola Journey, is With a “publish or perish” mentality, the focusing on increasing the relevancy of checklist when creating social media Kevin Fong welcomed advertising. Together with and restarted. So most importantly, too. Let’s start by establishing that tools are going to help complement complementary role of what might fragmented storytelling emerge. Agency interactivity it can offer to storytelling. four hours a day on social media. The Globes Beauty Lab drove awareness to heavily socialized, and reads more rest of 2013 was marked by brands their messaging; effectively owning the content: Is it strategic, relevant, and Junior Visual Designer brands and their agencies, we’re it’s all about a shared appetite for nothing is really gone. People talk about the TV watching experience. But within be characterized as high-tech and creatives who have been schooled This should be very exciting to a activity has become the number one the brand’s launch on Tumblr by sharing like BuzzFeed or UpWorthy than a engaging in real-time social content conversation and extending its impact. authentic? And are the most qualiŠ ed exploring a variety of ways to develop adventure. Secondly, there needs to the death of TV, print, and radio, but mobile and social, there are so many high-touch. High-tech measurements in traditional storytelling will need to ‚ lmmaker; they might not have grown people producing it? By checking each Yasmin Malki online activity for all age groups (yes, real-time tutorial videos and animated corporate “about Coca-Cola” section. creation, which ultimately led to major Junior Visual Designer new ways to tell stories that are be a strong belief in digital and digital’s these channels are being reinvented different touch points and channels to are critical in terms of the data side of change their mindset of how stories up in that way, but I think once you even surpassing long-time number one, GIFs of the night’s red carpet looks. Through longer-form editorial content, gaffs like the “I have a dream tweet” To achieve this, brands are following item on the list, brands are positioned welcomed and have a place on the ability to connect with people, to be and are converging with the new reach consumers—mobile web, native things, and will be able to provide the are constructed. How do you think the show them some of the possibilities porn). Today, most brands understand The Beauty Lab also helped followers Coca-Cola has created a site that from the Golf Channel on Martin audiences into ‘native’ lands, which to create quality social content that devices and platforms that people something in their lives that they want to channels that are arriving. So it’s more apps, Facebook, Twitter, Snapchat. metrics that can give CMOs con‚ dence industry is going to respond to this and pair them up with people who are that they do need to be on social media recreate their favorite celebrity looks connects with consumers on a more Luther King Day, the insensitive 9/11 takes a certain degree of risk. But the rises above the noise to become want to use. use, and use in interesting new ways. about convergence than replacement. This gives brands and advertisers a that they are spending money and shift from an educational standpoint? used to making things interactive, non- in some capacity. However, many are with L’Oreal Paris products, helping personal, relevant level through good Memorial AT&T phone tweet, or the payoff is an authentic conversation something impactful and engaging. It’s an admission, as part of the The exciting thing is how they are way to better connect with consumers, it’s having an ROI. These metrics in Will the next generation of creatives sequential, and multi-layered, that in struggling to feel comfortable in this the brand connect with a younger storytelling and credible sources of 2014 Super Bowl which saw brands that doesn’t get lost in the noise. After RT: ‚ rst point, that we don’t know all converging, and what’s possible when but at the same time, the fragmentation their current de‚ nition are not robust be trained to tell stories in a much itself is a hugely rich creative catalyst. new role as publisher and content audience in an authentic and relevant information. The Coca-Cola Journey desperately engaging with other brands. a botched ObamaCare launch, the Burberry and Volkswagen are two of the answers. But together with you bring together different channels. poses the challenge of creating a enough, because if they were, CMOs more fragmented, non-linear way? creator. Below, three common mistakes way. The new Tumblr site earned over website has succeeded because Coca- Obama administration drove younger of the brands that have participated their creative and brand power, and consistent brand message across would be investing more in digital. So it’s a variety of techniques. Letting holding brands back from creating 9K followers and over four million Cola has invested in the people needed These real-time fumbles taught brands Americans to visit Healthcare.gov by in the Art, Copy & Code program. our ability to bring new technology For example, the second screen and the all of these different touch points. BM: those who want to go quickly, go quality, engaging social content: impressions making it one of the most to produce quality social content. that replicating Oreo’s 2013 Super featuring the President on an episode of When I think of those two brands, into play, we might discover some idea of “new TV.” Something like 50% I think high-touch is really interesting I think it’s a key challenge for creative quickly, as long as they’re tethered to talked-about brands of the night. Bowl success isn’t as easy as it seems. Zach GaliŠ anaki’s “Between Two Ferns.” I think of more mature, traditional interesting things together. of people have a device in their hand Unfortunately, there are still a lot of because it’s almost like a back to the agencies right now. First of all, admitting some kind of mothership where they By choosing such an unlikely channel for brands in the sense of their brand- when they are watching a big sports advertisers who are stuck in a traditional future, parallel strand to high-tech. And that you need to take some risks and can help nourish and inspire other an ofŠ cial message, the administration R/GA FutureVision Summer 2014 72 Get in touch

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