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Monthly Archives: June 2013

Value Trend Radar Illu 3 SW

Illustration: Lidia Lukianova, SF Bay Area, Kalifornien
Text: Andreas Weber, Sprecher DigitaldruckForum, Mainz

Dieser Tage, also Ende Juni 2013, wurden die neuen-Stimmungsbarometer-Erhebungsdaten vom IFO-Institut für die deutsche Druckindustrie publiziert. Es sieht für die deutsche Print-Branche ziemlich mies aus. Insider vermuten, dass das Jahr 2013 genauso miserabel wird wie 2008/2009.

Das heisst, wir müssen uns sorgen; und vor allem fragen, ob all die immensen Investitionen der letzten Jahre  in Print-Technologien lohnend waren oder nicht.

Ein markanter Zusatzpunkt für die Zukunft der Digitaldruck-Zunft: 

Wir sitzen nach wie vor, auch noch nach 20 Jahren, in der Nische! Denn:

  1. Über 85 Prozent des weltweiten Printvolumens wird nach wie vor mit klassischen Druckverfahren generiert (allen voran mit Offsetdruck)
  2. Der Offsetdruckmarkt konsolidiert sich weiter. Interessant ist aber der Umstand, dass die Offsetdruckbetriebe mit nur noch einem Drittel der Investitionskosten in Maschinen gegenüber früher gleich große, enorm hohe Printvolumen stemmen können.
  3. Stellt man die Investitionen für Digitaldruck-Maschinen gegenüber, muss man konstatieren, dass diese im Akzidenzdruck/Commercial Printing geradezu explodiert sind und die Investitionen in klassische Drucktechnik weit übertrumpft haben.
  4. Trotz allem sind die digital gedruckten Printvolumen im Akzidenzdruck beinahe homöopathisch klein. Paul Fischer vom Schweizer Magazin Viscom schätzte diese kürzlich auf weit unter 10 Prozent Anteil am Gesamt-Akzidendruckproduktionsvolumen ein.
  5. Digitaldruck hat sich demnach vor allem in nicht klassischen Printanwendungsbereichen, also außerhalb der Akzidenzdruckanwendungen durchgesetzt: Im Office und Inhouse-Printing, im Sign-and-Displaymarkt und durchaus auch bei der Mailingproduktion. Selbst beim Buchdruck sind die Digitaldruckvolumen noch mehr als gering, auch wenn die Zahl der digital gedruckten Buchtitel stetig zunimmt.

Bleibt als Fazit: 

Der Digitaldruck ist im lukrativen Marktsegment Akzidenzdruck weder als Volumenbringer noch als Alternative zur Offsetdrucktechnologie angekommen. Wer ein anderes Bild vermitteln will, der baut Potemkinsche Dörfer!

Wo geht die Reise denn hin? Paradox ist: An der Güte der verfügbaren Digitaldrucktechnologien liegt es nicht. Auch nicht an den Kosten-Nutzen-Strukturen. Es liegt allein daran, dass die Ausnutzung der sinnvollen Digitaldruck-Anwendungsmöglichkeiten von der Innovationsfähigkeit der Auftraggeber der Druckerei abhängig ist. Innovation heisst, neue, kreative, massenmarktfähige Kampagnen entwickeln, die den variablen Datendruck für individualisierte und über Web/Social Media-Plattformen angetriebene Drucksachen nutzen. Sprich: Nur denn das Untrenehmens-Marketing innovationsbereit und -fähig ist, können Marketing-Dienstleister wie Agenturen und Drucker sowie deren Technologie-Lieferanten ihre Innovationslösungen zielführend einsetzen.

Man kann es auf die einfache Formel bringen: 

Wir brauchen Innovation im Marketing und Innovation in der Vermarktung von Digitaldruck-Technologien und Digitaldruck-Dienstleistungen gleichzeitig. Hier liegt vieles im Argen!

Es besteht entscheidender Nachholbedarf: Bei den Technologie-Anbietern genauso wie bei den Digitaldruck-Dienstleistern, den Agenturen und den Marken/Werbungstreibenden. Das aktuelle, zur Innovation notwendige Marketing-Fachwissen und die Kenntnisse um die Verbesserung der Situation und Befindlichkeiten im Marketing- wie auch im Agentursektor sind nicht weit genug ausgeprägt.

In diesem Kontext ein wichtiger Hinweis:

Wir haben ein neues Programm entwickelt mit der Value Academy, das sich an alle Beteiligten in der Marketing- und Kommunikations-Kette richtet: Marketing- und Kommunikationsmanager in Werbung treibenden Unternehmen/Markenfirmen, Agentur-Mitarbeiter, Digitaldruckdienstleister und Technologie-Lieferanten. Das innovative Konzept der Value Academy wird dazu beitragen, die für Innovationserfolge äußerst missliche Situation zu bereinigen. Bitte schauen Sie sich das kurz an und geben Sie uns/mir Feedback, was Sie persönlich interessiert. Wir kommen schneller weiter, wenn wir an einem Strang ziehen.

Siehe: http://valuetrendradar.com/value-academy-heute-begreifen-worauf-es-morgen-ankommt/

 

 

Value Academy Key Visual D

Value Com Critic Schirrmacher 1.001

Faktum:

Man meint, er polarisiert. Doch in Wirklichkeit verwirrt Frank Schirrmacher. Auf professionelle und bedrohliche Art und Weise.

Jüngstes Ereignis (siehe oben):

Publikation zum Thema “Der verwettete Mensch” vom 17. Juni 2013.

Analyse:

Drei Kardinalfehler unterlaufen Frank Schirrmacher:

1. Er prangert die Verschmelzung von Kommerziellem und Militärischem an. Kommerz und militärische Stärke bilden aber schon immer eine Symbiose. Weil es in der Natur der Sache liegt: Das Militärische wurde erfunden, um ökonomische Interessen zu schützen und auszuweiten zu können. Was erwirtschaftet und an Wert geschaffen wird, muss notfalls mit militärischen Mitteln verteidigt werden (Vgl. Obama-Rede vom 20. Juni 2013 vor dem Brandenburger Tor). — Leitlinie im Idealfall: Das Gute (Demokratisch-Freiheitliche) verteidigt sich und verdrängt das Böse (Aggressoren, Terroristen etc.).

2. Er verliert sich in der unsortierten Ansammlung von Äußerungen, Erkenntnissen, Meinungen von Dritten, die er aus dem Ursprungs-Kontext entfernt und willkürlich kolportiert, um dann falsche Schlüsse und Ratschläge daraus zu ziehen. — Leitlinie: Kafkaesk anmutende Szenarien als Nebelkerzen und dann Blendgranaten zünden, um zu verschleiern und demagogisch-propagandistische  Wirkungseffekte zu erzielen.

3. Er fällt seinen eigenen Ursache-Wirkungs-Analyse-Prinzipien unstrukturiert zum Opfer. — Damit landet er (wie auch Leser, die ihm als F.A.Z.-Mitherausgeber Glauben schenken) wohl gänzlich im Wirrmacher-Nirwana, oder?

Empfehlung:

Allen, die jetzt meinen, ein Journalist und Publizist wie Klaus Schirrmacher polarisiere und das sei ja auch gut so, muss man entgegnen: “Reingefallen! Ihr stolpert in eine gefährliche Falle, von der mehr Gefahr als Nutzen ausgeht.”

Anmerkungen: 

1. Hier steht nicht ein Schüleraufsatz oder Laientext in der Kritik, sondern der ernsthaft gemeinte, mit medialer Power der F.A.Z. Zeitungsgruppe unterfütterte Bericht eines Menschen, der vorsätzlich oder fahrlässig Verwirrung stiftet. Geht es ihm am Ende gar nicht um die Sache, sondern um ganz eigene, uns verborgene Ziele?

2. In der fachlichen Diskussion steht Schirrmacher seit 1996 in der Kritik, als Der Spiegel ihn erstmals analysierte.  Siehe “Kritik” im wikipedia-Eintrag zu Frank Schirrmacher: “Der Direktor am Internationalen Institut für empirische Sozialökonomie (INIFES), Ernst Kistler, kritisiert die im Buch Methusalem-Komplott [von Schirrmacher] gezogenen Schlüsse und hergestellten Zusammenhänge: ’Problematisch wird die Sache allerdings dann, wenn demographisch unbedarfte Laien wie Frank Schirrmacher daraus luftige Verbindungen konstruieren’[29] – ’Dann zieht er das Knäuel seiner verschlungenen Gedanken apokalyptisch zusammen…’.[30] Der Statistiker Gerd Bosbach kritisierte die von Schirrmacher vertreten Thesen zum Kindermangel in Deutschland als Übertreibung, die von der Statistik nicht gedeckt sei.[31]

http://de.wikipedia.org/wiki/Frank_Schirrmacher

HP Barca Event Fotocollage 4 2013.001

Illustration/Key visual by Lidia Lukianova, SF Bay Area
Text/editorial work by Andreas Weber, Value Communication AG

Ob Sie es glauben oder nicht, wir haben es geschafft! Es hat zwar fast 20 Jahre gedauert, aber nunmehr wurde ein wahrhaft historisches Momentum geschaffen. Zum aller ersten Mal bewies eine internationale Fach-Konferenz erfolgreich und sehr effektiv, wovon wir lange Zeit nur reden konnten: Die Vorzüge des Digitaldrucks sind auf breiter Front in der Marken- und Agenturwelt angekommen und spiegeln alle Dimensionen sowie Facetten der kreativen Kommunikation wieder.  

Was passiert ist: HP Graphic Arts und GWA als führender Verband von Kommunikationsagenturen präsentierten gemeinsam in Barcelona nachhaltige und Aufsehen erregende Innovationslösungen. Auf spezielle Einladung nahmen über 70 Führungskräfte und Kreative aus acht europäischen Ländern an der “No Limits: The Art of Innovation“-Tour teil.  Eine Reihe von erstklassigen Sprechern präsentierten erstklassige Fallstudien und teilten ihr profundes Wissen. „Wir freuen uns auf die Zusammenarbeit mit Ihnen, während Sie Techniken kennenlernen, die einen echten Mehrwert für Print-Kampagnen bieten“, erklärte Ronan Zioni, EMEA Marketing Director, HP GSB, Gastgeber der Veranstaltung, die Ende Mai 2013 stattfand.

Der neue Ansatz: HP und GWA stellten vor, wie Technologien, Kreativität und Marketingdenken miteinander verschmelzen können, um die Kunst der Innovation auf ein neues Niveau zu heben.

Der Status Quo: HP setzt zielstrebig auf die Innovation im Print. Mit dem (laut HP) breitesten Portfolio von Graphic Solutions, liefert HP Innovationen für alle Aspekte der gedruckten Kommunikation — von der einfachen Briefmarke bis hin zu Verpackungen. Digitaldruck (made by HP) fördere die Produktionseffizienz mit der „Nebenwirkung“ einer umfassenden Umweltfreundlichkeit. Das Ziel ist es, Inhalte zu personalisieren und innerhalb von durchgehend digitalen Medienproduktionsprozessen zu kommunizieren. Digitaldruck erlaube, die größtmögliche Flexibilität von Inhalten. Flexibilität von Inhalten bedeute Relevanz. Relevanz bedeute Ergebnisse.

Das neue Leistungsversprechen von Technik- und Produktseite aus muss lauten: Es bieten sich unbegrenzt viele Möglichkeiten für Marken, besser mit den Verbrauchern zu kommunizieren, wenn physische und digitale Welten aufeinander treffen. „Die hohe Kunst besteht darin, kreative Ideen und Innovation ohne Einschränkungen zu neuen hybriden Lösungen zu vereinen”, sagte Simon Addinall, HP GSB EMEA’s Market Development Manager, Planer und Manager des Events. Und führt weiter aus: „HP  und GWA kooperieren, um erstens neue kreative Gedanken zu wecken und zweitens die GWA Plattform Need for Brains ins Leben zu rufen“. Need for Brains wird vom GWA als eine erstklassige digitale Weiterbildungsplattform für die Agenturbranche ausgebaut werden.

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Die Herausforderung: Technologien und Wissen haben sich noch nie so schnell verändert wie heutzutage. Aus diesem Grund muss der Wissensaustausch intensiviert werden. Experten und Technologieführer wie HP teilen künftig ihr Wissen mit den Need for Brains-Teilnehmern aus GWA-Agenturen und präsentieren Innovationen in der Planung, Programmierung und Produktion von Werbemitteln und Kampagnen. Die Kenntnis der technologischen Veränderung und die Möglichkeit der Anwendung für das Geschäft ihrer Kunden sollen Werbeagenturen einen wichtigen Wettbewerbsvorteil bieten. 

Die wichtigsten Ergebnisse: Die Zukunft der Kommunikation wird aus hybrid Kommunikationskampagnen bestehen, immer in Kombination aus Social Media, Web-to-Print und Digitaldruck! In Barcelona wurden rund ein Dutzend hochaktuelle Fallbeispiele vorgestellt und besprochen. U. a von Top-Marken wie Coca-Cola, Nivea, Smart, L‘Oréal. Alistair Campbell, Executive Creative Director bei der Agentur Republic, London, traf es auf den Punkt durch die Beantwortung von Andreas Webers Frage “Ist das, worüber wir heute gesprochen haben schon ‘mainstream’?“. Alistair erklärte: “Nein, noch nicht. Aber es wird sehr bald der Fall sein “- Übrigens: Alistair weiß wovon er redet. Seine Agentur wurde in Großbritannien fünfmal in Serie als “Social Media Agency of the Year” ausgezeichnet.

Zusammenfassung einiger der vorgestellten Fallstudien
(in englischer Sprache)

SELECTED CASE STUDIES AND QUOTES

HP Barca Event Fotocollage Coke 2013.002

Case study: How to innovate a global brand

  • Share a Coca-Cola, Share the Best Summer Ever!
  • By Marit Kroon, Marketing Manager Central and Southern Europe, Coca-Cola

This summer will be unforgettable for millions of Coca-Cola fans in Europe as Coca-Cola invites consumers to engage with the brand in a new, exciting and very personal way. For the first time in Europe, we are replacing our iconic “Coca-Cola” script with 150 of the most popular consumer names in each market. The idea is brought to life by challenging several rules and stereotypes in marketing, soft drinks, packaging and digital print industries. Over one billion cans and bottles of Coca- Cola, Coca-Cola Zero, and Coca-Cola light — including multi-packs — will carry the names, in a feat of system-wide logistics and hi-tech product personalisation.

In Europe it actually means covering over 30 markets with over 40 languages and culture groups. We have created over 10,000 artworks, featuring over 3,000 different names. For those who can’t find their names on a pack, the “Share a Coke” campaign is also brought to life online, where personalized virtual Coca-Cola cans can be created and shared with friends. Consumers will also be able to visit roadshows where they can use a customization kiosk to print their own name on a can.

Using the power of people’s names and the joy of sharing in a playful and social way, the campaign inspires people to join new and existing friends, enjoying a “Coke moment” by sharing one together. Launching the program with these amazing labels and strong marketing support after 18 months of hard work makes us feel very proud about changing the mind-set of hundreds of marketing, finance and packaging specialists, and challenging our suppliers to innovate together with us.

“Innovation is creativity that generates value. It is a mind-set driven by curiosity, crazy ideas and business skills that makes it all happen. Innovation is nota program that can be switched on and off.” Marit KroonMarketing Manager Central & Southern Europe, Coca-Cola

NOTE: Please read as well our Value Marketing Check for additional information.

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Case study: How to enrich agencies creative approach


All Hail the Digital Color Queen

This is the story of how HP Indigo technology enabled Pantone to celebrate the Diamond Jubilee with Her Majesty the Queen — by Blake Waters & Will Thacker, Creatives at Leo Burnett, London

Having a fun idea is only half the battle; realizing it is always the most difficult part. After sitting on one of their fun ideas for around two years – making a Pantone Swatch Book of the Queen, known for always wearing the color blue – Leo Burnett creative duo Will Thacker and Blake Waters seized their chance to make it real: The Queen’s Jubilee. Despite a few bumps along the way, ranging from seeking Buckingham Palace’s approval to meeting some ultra-tight deadlines, they were able to do just that – with a little help from HP digital printers. See video documentation as well.

“Looking at what we have. And imagining what we could have. Thinking this is good. But it could be better. Squinting your eyes and seeing things that others don‘t. Turning the world sideways just so you can look at life from a different angle. That‘s innovation.” Blake WatersCreative, Leo Burnett

“Changing something for the better. The everlasting expedition for new ways to look, touch, even experience something. Innovation has the power to change opinions, and even lives.” Will ThackerCreative, Leo Burnett

Note: Leo Burnett was awarded at Cannes Lions Festival 2013 for the Pantone Swatch Book of the Queen. 

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Case study: How to change agencies behavior

Sustainable Innovations in the Field of Production
By Steffen Gentis, Chief Production Officer, BBDO Germany

We are the lucky ones who get to experience the very brief and fortunate episode in human history known as the fossil-fuel economy. In the near future oil and energy supplies will not meet demand, which makes this is an opportunity for those who can change early. But our assumptions often stand in the way of achieving such sustainable innovation. The way to sustainable innovation is by actually measuring – not just assuming. The interesting insight is all the other gre- at stuff that comes along with sustainable change.

“Innovation is about exploring ideas and inventing ways of adding value in a better and sustainable manner. Innovation is an on-going process that demands initiative, ideas and an open attitude to change.“ Steffen GentisChief Production Officer, BBDO Germany

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Case study: How to change agencies business model and strategy

How Integration of Targeted Direct Mail WORKS Intuitive Relevancy and Other Animals: Leveraging Psychology for Direct Marketing — by Richard Perry, Managing Partner, Founded

Personalisation is one thing, relevancy is everything. How we use consumer insight and buyer behaviour to guide consumers to purchase is vital in driving consumer transactions. Combining online and offline techniques allows marketers to create not only better experiences, but also much better results. We showed you a recent campaign and ROI details from a ZipCar acquisition campaign. ZipCar is an hourly car club that was purchased by Avis for $500 million in January 2013.

“Innovation is a cultural outcome, not just a creative one.“ Richard PerryManaging Partner, Founded

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Case study: How to lead agencies to hybrid communication (Social Media & Print)

The Power of Personalized Print in Social Media
By Alistair Campbell, Executive Creative Director, Agency Republic

While the rise of digital technology and social media may not have instantly seemed like an opportunity for the world of print, the ability to create one-off, personalized, printed products with very short lead times has opened up a whole new area of engagement for both digital agencies and printers alike. Doing so rewards fans of brands by putting something unique and tangible into their hands. And takes digital and social media far beyond the screen. Best-in-class case: Nivea. Users could create their own wrapping paper to use Nivea products as a gift. See: video documentation as well.

“Innovation is being prepared to take a leap of faith.“ Alistair CampbellExecutive Creative Director, Agency Republic

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Case study: How to innovate print No Limits

The Art of Premium Printing
By Tatjana Müksch, Marketing & Christopher C. Mickelthwate, CEO, dygy gmbH, Frankfurt am Main/Germany

One of the major changes the commercial print industry is currently facing stems from the evaluation of customer data and cross-media applications. Targeted, individualized and multilingual print runs of up to 100,000 are becoming more and more standard for medium-sized businesses and brands. To meet their markets’ demands, digital processes are already the norm in the mass-mailing and photo-book print industries but premium and luxury brands must be persuaded to use digital print techniques. Many premium brands desire and need to offer outstanding, highly-differentiated products.

HP Indigo technology, with various possibilities of substrate choice and ennobling capabilities, allows them to combine traditional quality and innovation — giving them that „distinct taste“ the market longs for today. Transforming intangible customer data — gathered at diverse touch points of current premium brands — into tangible, individualized, high-quality prints is complex, fast and fascinating. Therefore future commercial printers must become more of a consultant than a pure technician, functioning as a partner to agencies, marketers and producers. The impact of interdisciplinary teamwork within the planning and printing process does, by all means, result in great applications and innovative concepts.

“Traditionally, any innovation starts with a change of perspective. In the information era innovation is merely a technical term. Innovation takes place where engaged people use even the flimsiest, uncharted space of freedom they have to make new perspectives visible.“ Tatjana MükschMarketing, dygy gmbh

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Case studies by HP EMEA Graphic Arts Experience Center

HP shares unique applications from around the world, including L’Oréal, Heineken and Kimberly Clarke.
By Marcelo Akierman, HP
L’Oréal case study

“No tangles” is an important promise in the children’s hair care category. But to impart L’Oréal Kids’ shampoos with even more must-have appeal, the company wanted to redesign its labels in North America. Partnering with Disney, L’Oréal produced limited edition, shrink-wrapped bottles with themes of newly released children’s movies. The only snarls in the project were ensuring the label colors and quality were top-notch, which flexible digital printing made possible. HP Indigo was the natural choice.

The Challenge

Provide L’Oréal Kids’ shampoo labels that stay up-to-date with the biggest children blockbusters. And do it quickly enough to meet the shelves in time and maintain the characters’ original colors.

The Strategy

L’Oréal turned to Sancoa International Company L.P. in Lumberton, NJ and its HP Indigo digital presses. HP digital presses are ideal for unique production demands.

The Results

“We thought digital would be too expensive for our long run lengths,” a L’Oréal representative said. “While there was a per unit price increase, when we did a cost/pricing analysis, the total system cost was better than traditional processes. What’s more, we got the quality we needed, and our lead time was cut dramatically, so we achieved faster delivery times to market.” To leverage the possibilities of digital printing, L’Oréal extended the line to include a series of products with Car Story and Madagascar characters. They are also using a multi-channel marketing approach to boost interest in the shampoos. And they have set up a special website (www.lorealkids.com) where children can register for a sweepstakes and see a trailer from Toy Story.

“Innovation is about challenging the status quo to get a WOW effect out of it.” Marcelo AkiermanHP

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Case studies by HP EMEA Graphic Arts Experience Center

No Limits: The Art of Sign and Display HP presents graphic solutions power to unleash creativity and relevance in sign and display — with new opportunities and innovations for cutting-edge localized campaigns.
By Simon Addinall, HP

The Challenge

- Connect with French drivers.
– Communicate benefits of Smart car’s subcompact size.
– Reflect the spirit of the car: fun.
– Execute the campaign in 15 days.

The Strategy
– Create a series of outdoor versioned bus shelter signs that communicate with humor the problems related to the city, neighborhood or street in which they are displayed.
– By using an online app & SoMe outreach, enlist the community to contribute content for these versioned messages.

The Results
– Over 8,500 individualized posters in 10 bold colors placed in 26 cities
– Hundreds of press articles & TV appearances
– Expanded to include car wraps, retail window decals, print ads and user-generated content from a Facebook application
– Numerous accolades for the campaign
– Increased traffic at showrooms and on website

“Our customers never stop innovating. Neither do we.” Simon AddinallHP

Further Information: www.hp.com/go/discoverdigital

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Illustration/Key visual by Lidia Lukianova, SF Bay Area
Text/editorial work by Andreas Weber, Value Communication AG

Believe it or not: We made it! It took almost 20 years. But now we touched a historical momentum. For the very first time, an international conference ended successful and highly effective to demonstrate the fully impact of state-of-the-art digital printing technologies on all dimension of creative communication services. 

What happened: HP Graphic Arts and GWA as Europe’s leading association of communication agencies showcased in Barcelona the road to sustainable innovation. By invitation only, 70+ executives and creatives from eight european countries joined the ”No Limits: The Art of Innovation“–tour to Barcelona. A range of first class speakers presented first class case studies and shared their insights and knowledge.

The approach: HP and GWA shared with us how technology, creativity and marketing brains fuse together to drive the art of innovation. The only limit: Attendee’s imagination!

The status quo: HP is committed to innovating every day. With the broadest portfolio of graphic solutions, HP delivers print innovation in all aspects of print, from postage stamps to building wraps. Printing digitally both drives production efficiency with added benefits for the environment and allows us to customize content and interact with other digital medias. Digital print means flexibility of content; flexibility of content means relevance; relevance means results. There are endless possibilities for brands to better connect with consumers where physical and digital worlds meet.

”The Art of Innovation day is about sharing ideas and stimulating innovation. Which is why we brought you together with industry leaders who are actually making things happen“, said Simon Addinall, HP GSB EMEA’s market development manager, who planned and managed the event.

 

HP Barca Event Fotocollage 4 2013.002

The challenge: Technology and knowledge has never changed faster than it is today. GWA therefore developed the online education program, Need for Brains. Experts and technology leaders like HP share their knowledge with Need for Brains scholars and present innovations in planning, programming and producing advertising material. Knowing the technological changes and using them for their clients ́ business will be the major competitive advantage for advertising agencies. 

The main results: In fact, the future of communication campaigns will be hybrid, always combining Social Media and Digital Print! — Alistair Campbell, Executive Creative Director at Agency Republic, London, hit the point by answering Andreas Weber’s question ”Is what we talked about today already mainstream?“. Alistair stated: ”No, not yet. But it will be quite soon!“ — By the way: Alistair is smart enough to know what he is talking about. Agency Republic was awarded five times in series as the „Social Media Agency of the Year“ in the UK.

SELECTED CASE STUDIES AND QUOTES

HP Barca Event Fotocollage Coke 2013.002

Case study: How to innovate a global brand

  • Share a Coca-Cola, Share the Best Summer Ever!
  • By Marit Kroon, Marketing Manager Central and Southern Europe, Coca-Cola

This summer will be unforgettable for millions of Coca-Cola fans in Europe as Coca-Cola invites consumers to engage with the brand in a new, exciting and very personal way. For the first time in Europe, we are replacing our iconic “Coca-Cola” script with 150 of the most popular consumer names in each market.

The idea is brought to life by challenging several rules and stereotypes in marketing, soft drinks, packaging and digital print industries. Over one billion cans and bottles of Coca- Cola, Coca-Cola Zero, and Coca-Cola light — including multi-packs — will carry the names, in a feat of system-wide logistics and hi-tech product personalisation.

In Europe it actually means covering over 30 markets with over 40 languages and culture groups. We have created over 10,000 artworks, featuring over 3,000 different names. For those who can’t find their names on a pack, the “Share a Coke” campaign is also brought to life online, where personalized virtual Coca-Cola cans can be created and shared with friends. Consumers will also be able to visit roadshows where they can use a customization kiosk to print their own name on a can. Using the power of people’s names and the joy of sharing in a playful and social way, the campaign inspires people to join new and existing friends, enjoying a “Coke moment” by sharing one together.

Launching the program with these amazing labels and strong marketing support after 18 months of hard work makes us feel very proud about changing the mind-set of hundreds of marketing, finance and packaging specialists, and challenging our suppliers to innovate together with us.

“Innovation is creativity that generates value. It is a mind-set driven by curiosity, crazy ideas and business skills that makes it all happen. Innovation is nota program that can be switched on and off.”

Marit Kroon, Marketing Manager Central & Southern Europe, Coca-Cola

NOTE: Please read as well our Value Marketing Check for additional information.

HP Barca Event Fotocollage 4 2013.004

Case study: How to enrich agencies creative approach:
All Hail the Digital Color Queen

This is the story of how HP Indigo technology enabled Pantone to celebrate the Diamond Jubilee with Her Majesty the Queen — by Blake Waters & Will Thacker, Creatives at Leo Burnett, London

Having a fun idea is only half the battle; realizing it is always the most difficult part. After sitting on one of their fun ideas for around two years – making a Pantone Swatch Book of the Queen, known for always wearing the color blue – Leo Burnett creative duo Will Thacker and Blake Waters seized their chance to make it real: The Queen’s Jubilee. Despite a few bumps along the way, ranging from seeking Buckingham Palace’s approval to meeting some ultra-tight deadlines, they were able to do just that – with a little help from HP digital printers.

See video documentation as well.

“Looking at what we have. And imagining what we could have. Thinking this is good. But it could be better. Squinting your eyes and seeing things that others don‘t. Turning the world sideways just so you can look at life from a different angle. That‘s innovation.”

Blake Waters, Creative, Leo Burnett

“Changing something for the better. The everlasting expedition for new ways to look, touch, even experience something. Innovation has the power to change opinions, and even lives.”

Will Thacker, Creative, Leo Burnett

HP Barca Event Fotocollage 4 2013.005

Case study: How to change agencies behavior:
Sustainable Innovations in the Field of Production

By Steffen Gentis, Chief Production Officer, BBDO Germany

We are the lucky ones who get to experience the very brief and fortunate episode in human history known as the fossil-fuel economy. In the near future oil and energy supplies will not meet demand, which makes this is an opportunity for those who can change early.

But our assumptions often stand in the way of achieving such sustainable innovation. The way to sustainable innovation is by actually measuring – not just assuming. The interesting insight is all the other gre- at stuff that comes along with sustainable change.

“Innovation is about exploring ideas and inventing ways of adding value
in a better and sustainable manner. Innovation is an on-going process that demands initiative, ideas and an open attitude to change.“

Steffen Gentis, Chief Production Officer, BBDO Germany

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Case study: How to change agencies business model and strategy:
How Integration of Targeted Direct Mail WORKS

Intuitive Relevancy and Other Animals: Leveraging Psychology for Direct Marketing — by Richard Perry, Managing Partner, Founded

Personalisation is one thing, relevancy is everything. How we use consumer insight and buyer behaviour to guide consumers to purchase is vital in driving consumer transactions. Combining online and offline techniques allows marketers to create not only better experiences, but also much better results.

We showed you a recent campaign and ROI details from a ZipCar acquisition campaign. ZipCar is an hourly car club that was purchased by Avis for $500 million in January 2013.

“Innovation is a cultural outcome, not just a creative one.“

Richard Perry, Managing Partner, Founded

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Case study: How to lead agencies to hybrid communication (Social Media & Print)

The Power of Personalized Print in Social Media
By Alistair Campbell, Executive Creative Director, Agency Republic

While the rise of digital technology and social media may not have instantly seemed like an opportunity for the world of print, the ability to create one-off, personalized, printed products with very short lead times has opened up a whole new area of engagement for both digital agencies and printers alike. Doing so rewards fans of brands by putting something unique and tangible into their hands. And takes digital and social media far beyond the screen.

Best-in-class case: Nivea. Users could create their own wrapping paper to use Nivea products as a gift. See: video documentation as well.

“Innovation is being prepared to take a leap of faith.“

Alistair Campbell, Executive Creative Director, Agency Republic

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Case study: How to innovate print

No Limits: The Art of Premium Printing
By Tatjana Müksch, Marketing & Christopher C. Mickelthwate, CEO, dygy gmbH, Frankfurt am Main/Germany

One of the major changes the commercial print industry is currently facing stems from the evaluation of customer data and cross-media applications. Targeted, individualized and multilingual print runs of up to 100,000 are becoming more and more standard for medium-sized businesses and brands.

To meet their markets’ demands, digital processes are already the norm in the mass-mailing and photo-book print industries but premium and luxury brands must be persuaded to use digital print techniques.

Many premium brands desire and need to offer outstanding, highly-differentiated products. HP Indigo technology, with various possibilities of substrate choice and ennobling capabilities, allows them to combine traditional quality and innovation — giving them that „distinct taste“ the market longs for today. Transforming intangible customer data — gathered at diverse touch points of current premium brands — into tangible, individualized, high-quality prints is complex, fast and fascinating.

Therefore future commercial printers must become more of a consultant than a pure technician, functioning as a partner to agencies, marketers and producers. The impact of interdisciplinary teamwork within the planning and printing process does, by all means, result in great applications and innovative concepts.

“Traditionally, any innovation starts with a change of perspective. In the information era innovation is merely a technical term. Innovation takes place where engaged people use even the flimsiest, uncharted space of freedom they have to make new perspectives visible.“

Tatjana Müksch, Marketing, dygy gmbh

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Case studies by HP EMEA Graphic Arts Experience Center

HP shares unique applications from around the world, including L’Oréal, Heineken and Kimberly Clarke. — by Marcelo Akierman, HP

L’Oréal case study

“No tangles” is an important promise in the children’s hair care category. But to impart L’Oréal Kids’ shampoos with even more must-have appeal, the company wanted to redesign its labels in North America.

Partnering with Disney, L’Oréal produced limited edition, shrink-wrapped bottles with themes of newly released children’s movies. The only snarls in the project were ensuring the label colors and quality were top-notch, which flexible digital printing made possible. HP Indigo was the natural choice.

The Challenge

Provide L’Oréal Kids’ shampoo labels that stay up-to-date with the biggest children blockbusters. And do it quickly enough to meet the shelves in time and maintain the characters’ original colors.

The Strategy

L’Oréal turned to Sancoa International Company L.P. in Lumberton, NJ and its HP Indigo digital presses. HP digital presses are ideal for unique production demands.

The Results

“We thought digital would be too expensive for our long run lengths,” a L’Oréal representative said. “While there was a per unit price increase, when we did a cost/pricing analysis, the total system cost was better than traditional processes. What’s more, we got the quality we needed, and our lead time was cut dramatically, so we achieved faster delivery times to market.”

To leverage the possibilities of digital printing, L’Oréal extended the line to include a series of products with Car Story and Madagascar characters. They are also using a multi-channel marketing approach to boost interest in the shampoos. And they have set up a special website (www.lorealkids.com) where children can register for a sweepstakes and see a trailer from Toy Story.

“Innovation is about challenging the status quo to get a WOW effect out of it.”

Marcelo Akierman, HP

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Case studies by HP EMEA Graphic Arts Experience Center

No Limits: The Art of Sign and Display

HP presents graphic solutions power to unleash creativity and relevance in sign and display — with new opportunities and innovations for cutting-edge localized campaigns — by Simon Addinall, HP

The Challenge

- Connect with French drivers.
– Communicate benefits of Smart car’s

subcompact size.
– Reflect the spirit of the car: fun.
– Execute the campaign in 15 days.

The Strategy

- Create a series of outdoor versioned bus shelter signs that communicate with humor the problems related to the city, neighborhood or street in which they are displayed.

- By using an online app & SoMe outreach, enlist the community to contribute content for these versioned messages.

The Results

- Over 8,500 individualized posters in 10 bold colors placed in 26 cities

- Hundreds of press articles & TV appearances

- Expanded to include car wraps, retail window decals, print ads and user- generated content from a Facebook application

  • Numerous accolades for the campaign — Increased traffic at showrooms and on website

“Our customers never stop innovating. Neither do we.”

Simon Addinall, HP

Further Information: www.hp.com/go/discoverdigital

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Bildschirmfoto 2013-06-10 um 15.51.14

Von Jenny Krepp,
Value Marketing Fellow

Something old: Um den Unternehmensverlauf erfolgreich zu gestalten, muss man die Werthaltigkeit des Produktes und der Services über die Marketing-Kommunikation des Unternehmens umfassend und jederzeit erkennen können. Denn nur ein werthaltiges kommuniziertes Produkt schafft einem Unternehmen einen nachhaltigen Wettbewerbsvorteil gegenüber seinen Konkurrenten.

Something new: Die Value Communication AG hat drei Faktoren identifiziert, die nicht nur den Wert eines Produktes hervorheben, sondern auch eine Verbindung zwischen den Kernelement von Produkten und Services herstellt. Diese Elemente sind Teil des Value Eco-Systems.

Das Value Eco-System skizziert die wesentlichen Faktoren, die notwendig sind, um wertvolle Kommunikation zu schaffen. Es ist wichtig, zu überlegen, was stärkt die Kommunikation von Mensch-zu-Mensch und macht sie bedeutend. Dies muss in jede Form der medialen Kommunikation und Kommunikations-Prozesse übertragen werden.

Let’s consider: 

Wir brauchen: Gespräche, Resonanz auf Diskussionen, Dialoge, Diskurse und Interaktionen.

• Wir müssen innovative Technik verstehen, um Innovation in relevante Marketing Kommunikation zu übertragen.

• Wir brauchen nachhaltige Sinnhaftigkeit bei was wir tun und wie wir kommunizieren.

Let’s illustrate: 

#Coca-Cola — Das Unternehmen The Coca-Cola Company ist über hundert Jahre alt und hat einen phänomenalen Bekanntheitsgrad von über 99 Prozent weltweit. Im Frühsommer 2013 präsentierte Coca-Cola neue Flaschen in 32 Ländern Europas, auf denen das berühmte ‘red label’ mit den meist verwendeten 150 Vornamen der einzelnen Länder bedruckt ist. Obwohl die Idee der Individualisierung von Produktverpackungen in der Branche der Fast Moving Consumer Goods nicht neu ist und von Coca-Cola in Australien und Neuseeland in 2011/2012 schon durchgeführt wurde, nimmt die neue Kampagne von Coca Cola ein unglaubliches Ausmaß an. Letztendlich werden innerhalb kurzer Zeit hunderte Millionen Etiketten im Digitaldruck produziert.

Value Communication EcoValue Chart

Der Value Eco System Check & Coca-Cola:

Dialektik: Durch die Individualisierung und personalisierte Erscheinungsform des Produkts interagiert Coca-Cola aufs Persönlichste mit den Verbrauchern. Via Facebook sind Unternehmen wie Coca-Cola in der Lage, in einen Dialog mit den Verbrauchern zu treten und haben die Möglichkeit auf Feedback zu reagieren. “Für diejenigen, die ihren Namen nicht auf einem Etikett finden können, wird die Coke-Kampagne auch online zum Leben erweckt, wo personalisierte, virtuell kreierte Coca-Cola-Dosen erstellt und mit Freunden geteilt werden können. Die Verbraucher werden auch auf Roadshows die Möglichkeit haben, wo sie Automaten nutzen können, ihren eigenen Namen auf eine Dose drucken zu lassen”, bestätigt Marit Kroon, Coca-Cola Marketing Managerin für Zentral-und Südeuropa. Dieses Szenario ist eine klassische Win-Win-Situation für beide Parteien, Marke und Konsument.

Innovatik: Der innovative Aspekt der neuen personalisierten Coca-Cola Etiketten  liegt in dem enormen Arbeitsaufwand den die Firma für diese Kampagne investieren muss. Es werden Regierungsdokumente benötigt, die systematisch analysiert wurden, um die gängigsten 150 Vornamen jedes Landes auszuwählen. Je nach Land und Ort war die Einsicht und Auffindbarkeit der benötigten Dokumente eine anspruchsvolle und zeitintensive Aufgabe für Coca-Cola. Hinter der technischen Umsetzung, hunderte Millionen von Etiketten digital so genau und so schnell wie möglich zu drucken, setzte Coca-Cola auf HP GSB als Partner.

Hermeneutik: Über die Sinnhaftigkeit von Coca-Cola lässt sich sicher diskutieren. Es kann argumentiert werden dass eine Cola nicht die gesündeste Wahl eines Getränkes ist. Allerdings genießen viele Menschen den Geschmack und das Gefühl, welches Cola bei Ihnen auslöst. Aus der Sicht von Coca-Cola steckt die Sinnhaftigkeit hinter der neuen Kampagne darin, die Kunden noch enger an das Produkt zu binden und mit ihnen in einen Dialog zu treten.

Value Eco-System Check –– Resultat:

Coca-Cola besteht den Value Eco-System-Check mit Bravour. Das Unternehmen macht einen großen Schritt nach vorne und übernimmt eine Führungsrolle was das Thema werthaltige Marketing-Kommunikation angeht.

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By Jenny Krepp
Value Marketing Fellow

 

Something old: To be a successful company, you need a product that is valuable to its consumers. The value of a product plays a core part in the sustainable competitive advantage which a company strives to achieve over its competitors.

Something new: The Value Communication AG not only identifies three factors that are core elements of what makes a product valuable, but also connects them. These elements are part of the Value Eco System.

The Value Eco System outlines the essential factors that are necessary to create valuable communication. It is critical to consider what makes the communication from human-to-human important. This can be compared and transferred to every form of media communication and other communication processes.

Let’s consider: 

We need: discussions, resonance on discussions, dialogues, discourses and interactions.

We need to understand innovative technology to transfer innovation into relevant marketing communication.

We need a sustainable sense of purpose of what we do, about what, and how we communicate.

 

Value Communication EcoValue Chart

Graphic by Lidia Lukianova, SF Bay Area, CA  

Let’s illustrate: 

Coca-Cola – The Coca-Cola Company is over one hundred years old and has a phenomenal brand awareness of over 99% worldwide. A few weeks ago, Coca-Cola introduced new bottles featuring the most common 150 first names of selected countries across Europe on its famous ‘red label’. While the idea of personalising a product is not new in the industry of fast moving consumer goods and has been done by Coca-Cola in Australia and New Zealand in 2011/2012, it has never been done with this kind of magnitude.

The Value Eco System Check & Coca-Cola:

Dialectic: Through the individualisation and personalisation of the product, Coca-Cola interacts with its consumers. Also, via Facebook companies like Coca-Cola are able to partake in a dialogue with its consumers and react on feedback. “For those who can’t find their names on a pack, the ‘Share a Coke’ campaign is also brought to life online, where, personalised virtual Coca-Cola cans can be created and shared with friends. Consumers will also be able to visit roadshows where they can use a customisation kiosk to print their own name on a can” which Marit Kroon, Coca-Cola Marketing Manager Central and Southern Europe states. This scenario is a classical win-win situation for both parties, brand and consumer.

Innovatic: The innovative aspect behind Coca-Cola’s new personalised printed labels lies in the work input executed by the company. Government records needed to be systematically analysed to select the most common 150 first names of each country. Depending on the country and the location of the records, this was a challenging task for Coca-Cola. Furthermore, the technical conversion to print millions of labels digitally as fast and as accurately as possible had to be solved by Coca-Cola and their partner HP Graphic Solution Busienss.

Hermeneutic: The sense of purpose of Coca-Cola is relatively debatable. It can be argued that a Coke is not your healthiest choice of a drink. However, many people enjoy the taste and the feeling it triggers. From Coca-Cola’s point of view, the sense of purpose of its new packing campaign is to bind the customer to the product.

Value Eco-System Check – Result: 

Coca-Cola has achieved the desired result. For the company, it is a great step forward to become a valuable marketing communication leader.

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