Euro RSCG: THE CREATIVE BUSINESS IDEA BOOK

Credits & Description:

Category: Self Promotion

Advertiser: EURO RSCG WORLDWIDE

Product/Service: CREATIVE AGENCY

Agency: EURO RSCG NEW YORK

Agency: SMALLWOOD & STEWART

Global Chief Marketing Officer: Naomi Troni (Euro RSCG Worldwide)

Content Director Knowledge Exchange: Ann O'Reilly (Euro RSCG Worldwide)

Account Director Global Marketing: Patrick Armitage (Euro RSCG Worldwide)

Publisher: John Smallwood (Smallwood & Stewart)

Creative Director: Carol Bokuniewicz (Smallwood & Stewart)

Designer: Tara Romeo (Smallwood & Stewart)

Media placement: VIP Mailer: Direct Mailing Program - Sent To Hundreds Of Marketing And Media Executives Around The World - July 27 2011/2 Months

Media placement: Book: Direct Mailing Program - 6,000 Books Shipped To 233 Offices For Local Market Activation - July 27 2011/12 Months

Media placement: Klout Perk Promotion - Klout Perk Delivered 2,100 Influencers Discussing The Book & Achieved 8.7 Million Total Impressions - October 2011/1month

Media placement: Digital And Social Media Activation - Bespoke Mircosite, SlideShare, LinkedIn, YouTube, & Facebook - July 27 2011

Media placement: Direct Marketing (Pitching It To 3rd Parties) - WARC Featured The Book In Their Email Round-Up Of Smart Thinking - August 2011

Media placement: Direct Marketing (Pitching It To Industry 3rd Parties) - The Book As Their Reccomended Reading - September 2011

Media placement: Twitter - Tweetup - Activated The Biggest Tweeters In Our Network By Providing Content & The #EuroCBI Hashtag - July 27 2011/2 Weeks

Media placement: Placement - MOMA Store New York, Amazon.com, Barnesandnoble.com, & Boutique Book Stores - August 2011 - March 2012



Describe the brief from the client

To mark the 10th anniversary of Creative Business Ideas—the communications philosophy at the core of Euro RSCG Worldwide—we developed a book to celebrate the vital role of creativity in business success. The book draws on global case studies to showcase the thinking behind some of the agency’s biggest and best ideas; it also features recollections from agency leaders and essays on relevant marketing communications topics. The book aims to celebrate the power and potential of ideas and inspire a new generation of talent.



Describe the challenges and key objectives

We challenged ourselves to wow clients, prospects, and the media by creatively packaging a decade of our most brilliant communication ideas from around the world. We wanted to produce a book suitable for the coffee table but also useful to marketers looking for insights into how to produce highly effective communications strategies. We consciously avoided clichés and marketing jargon, writing instead in a straightforward tone suitable for a variety of audiences. Producing a beautiful book was key to its success as a self-promotion tool; we wanted to make sure recipients felt special when they received their copy.



Describe how you arrived at the final design

The book took months to research, write, design, copy edit, and print, and reflects a true global collaboration across our network of agencies. In addition to the colourful case studies, we featured essays, quotes, and comments from many of our leaders across the network, asking them to share their insights and experiences on topics ranging from ‘my creative secret weapon’ to ‘branding in the digital age’. The result is a beautifully packaged expression of the power of ideas to build businesses and brands, demonstrating the impact of creative strategy on companies around the world.



Give some indication of how successful the outcome was in the market

A massive PR launch and VIP mailer program led to millions of media impressions, positive reviews from critics, and the Art Directors Club’s ‘recommended reading’. Recipients noted: “It’s so fun…and the format/art is totally engaging!” - USA Today. “Hail to the Creative Business Idea! It’s fabulous” - Global new business consultant. “Less pompous than Lovemarks and less obtuse than HumanKind…a sexy compendium of case histories of Euro RSCG brand-building” - ReelChicago. A Klout Perk promotion put the book into the hands of 2,100 influencers, delivering 4.3m true impressions. Every Euro RSCG office globally ordered copies for local marketing and self-promotion.