Philippe Le Roux and I (André Bélanger) are on the Montreal.ad mission in NYC. Together with some of Montréal’s other top agencies, we’re here to showcase our city’s amazing creative and innovative talents. Here’s what the 60 dedicated professionals at Phéromone stand for:
1. We invent the simplest solution.
How do you manage to take 10,000 photos with an iPad2? Use a Lego Mindstorm set.
2. We have an Open Web culture.
We work with and for… …
Nous recevons régulièrement des appels d’offres pour des refontes de sites web et nous sommes à chaque fois excités de découvrir ce nouveau client potentiel, ses défis, sa réalité, ses contraintes et ses aspirations d’affaires. Cette excitation se traduit rapidement en créativité pour identifier comment l’écosystème web (site web, espaces sociaux, mobile, etc.) pourrait faire une différence dans leur stratégie d’affaires, quels sont les enjeux spécifiques de leurs projets, quels talents et approches nous pourrions combiner pour gérer ces enjeux… …
By Pilar Gallo, Google Spain
9 principles of innovation in Google
1. Innovation, not instant perfection. Ex.: chrome
2. Share everything you can
3. You’re brilliant, we’re hiring
4. A licence to pursue dreams
5. Ideas come from everywhere
6. Don’t politic – use data
7. Creativity loves restraint
8. Worry about usage and users, not money
9. Don’t kill projects – morph them
by Nectarios Economakis, Agency lead, Google Montreal
Half million of telephones Android are connected every day.
Mission of Google : Organize the world information and make it universally accessible and useful.
Values of google :
-Key emphasis is put on people (be sure that they are happy).
-The rule of 80/20 is taken seriously : 20% crazy projects that employees can submit.
-Test and reiterate.
-Ideas matter
-Data driven
-Doing good is good for business… …
By Armand Hatchuel, Ecole des mines de Paris
Theme: How the creativity is used by engineering schools.
Why engineering schools?Because they focus on solving problems.
CK theory is based on modern maths. It is a systematic method
invented by the mathematician Paul Cohen in the 1960′s.
C = concept space
K = knowledge space
Use your knowledge to associate new attributes and create a new meaning to existing objects.
The challenge is to overcome the fixation… …
The brand of yesterday was easy to understand and previsible.
Creativity is not a process. We are condemned to be creative.
It’s a starting point. A must. A mental posture.
Advertising in the 80′s was easy. Today is completely crazy.
Brand is only perception. It has no reality.
It has to communicate values.
Brands are now evolving in a very complex egosystem for tribal and disciplined targets.
A brand is:
Identity
Vision
Expression
… …
Rick Seifeddine
Senior vice-president Brand strategy
Operating revenue mix
Wireless 30%
TV/fiber 11%
wireline internet 27%
Media 12% (acquisition of CTV)
Wireline voice 20%
Bell 46%
Telus 29%
Roger 25%
Brand requirements 2008 :
English/French
Business/customer
Internal/External
Narrative legs
Easily recognized/simple trigger
Bell centric
Consistent
Key brand elements :
New logo
New tagline
The notion of “On bell”
Consistent and clean… …
8:00. Meeting at Square Phillips Hotel, direction Nun’s Island, where the Bell offices are situated.
After a tour to Rive-Sud (the bus missed the exit to Nun’s Island…), we were received with good coffee, Tim bits, croissants and fruits.
First presentation:Francois Morin, Senior Director, businee communications
Revenue 18 billions $
22 M customer connections
50 000 employees
Entreprise value 39 billions
Goal : to be recognized by customers as Canada’s leading communications company.
A… …