Steve Wilson, ex Diageo head of innovation. Talking guerilla innovation. Talking vodka. Slide of lot of bottles.
Quotes McKinnsey coming to Diageo a few years back and saying it would cost five million pounds to launch a new brand and it might fail. Not anymore.
Talking Swedish vodka brand Svedka and how it came from nowhere and stole market share.
Slide of Richard Branson and how he built his brands over time; but without the new tools. He says Branson is a model and what he has done can now be achieved in a far speedier manner.
He says you don't need (lots of ) cash anymore to build brands. Because of social networking tools. Echoes what others have said: it is out of the control of brands. Use these tools he says to build brands quickly and cheaply. It is what new upstarts are doing.
Shows a slide of (one such upstart) Svedka and its Fembot campaign. Trade campaign. Went nuts. Helped the brand become number seven in the world in two years. It is number three in the States and it has done this in two years in the non traditional way.
Says you need to get an idea and activate it; concept and launch it.
New Amsterdam Vodka in US – a brand that is steeling the sole of competitive brands (Plymouth Vodka?). They have the tools; spend a little on content and activate.
Says if Absolute Vodka works would New Absolute work? There's an idea, go activate it.
There goes the vote and John V Willshire wins. Best of the three innovation speakers. Apologies didn’t get much (anything) on Patrick Cairns.
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Great blogging Gordon - you saved me £700 and a trip up the Euston Road!
Loving the way its highlighting that not only are existing ad agency model outdated and increasingly irrelevant but also the mgt consultants, who have been moving in on adland's lunch (McKinsey try to get £5m out of Diageo on a bit of a promise).
The answer lies in a broader, more agile, collaborative approach.
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Gordon Macmillan
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