IFM (Institut Français de la Mode) invited me to talk about what creative ideas are in advertising. This is the support deck of the great open discussion we've had with the students. More about RE-UP agency: http://thisisreup.com

1. 1
Open discussion
What’s a creative
communication?
Paris February 2017

2. 2
A G E N D A
2
Who’s who
“Creative”:
what’s in a name?
What it’s not
Some principles

3. 3
W ho ’ s W ho !

4. 4
M e . M e . M e .
Ø Founder of RE-UP, the
home of creative misfits.
Ø 1st Head of Social Media
practice @ Ogilvy in 2008
Ø Contributor for diverse
fashion & lifestyle marketing

5. 5
T h e H o u s e o f
C r e a t i ve M i s f i t s
I n t e r n a t i o n a l
Cu l t u r a l M i n d s e t
P e o p l e
& D i g i t a l F i r s t
15+ creative talents
From strategic planning to digital
activation talents
A thirst for meaningful
communication to enrich people’s lives
Independent and agile
6 nationalities
An horizontal culture to accelerate our
value chain and spread ideas that
matter
Big experience in social listening and
digital research
Old school meets new school
approach to build up relevancy
R E - U P .

6. 6
R E - U P b u i l d sys t e m s .
Social brand
• Creative strategic
workshop
• Guidelines and channel
strategy
• Social media activities
Content production
• Multi-purpose production
• Social Media ready assets
• Image x Impact production
Community building
• Clusters and influencers
identification
• Community
management
• Push through Paid Social
Media

7. 7
Cre a t i ve :
W ha t ’ s i n a n a m e ?

8. 8
M y p o i nt o f v i ew .
Ø I know what’s it not.

9. 9
I t ’ s n ot b ra i n d ro p .

10. 10
I t ’ s n ot Ad o b e S u i t e o r ” c u l t u ra l ” o n l y

11. 11
SO
WHAT?

12. 12
# 1 C re a t i ve i d e a = l e a d e r s h i p
“If you have a dream that
no one follows, it's an
empty dream”
Sputniko!

13. 13
# 2 C re a t i ve i d e a = re p et i t i o n
Everybody is
copy

14. 14

15. 15
# 3 C re a t i ve i d e a = e c h o e s w i t h s u b c u l t u re s
“Subculture as a compromise solution
between 2 contradictory needs: the need
to create and express autonomy &
difference from parents and the need to
maintain the parental identification”
Phil Cohen, 1972

16. 16

17. 17
# 4 C re a t i ve i d e a = e x t i m a c y
Public
Extimate
Intimate

18. 18

19. 19
# 5 C re a t i ve i d e a = l et t i n g g o
Viral is a consequence

20. 20
D i s c u s s i o n .

21. 21
C o n t a c t :
L a u r e n t F r a n ç o i s
@ l i l z e o n
l a u r e n t @ t h i s i s r e u p . c o m