Tag Archives: creativity

Don’t miss KNect365′s Fall 2016 Event Lineup!

Can you feel it? Fall is in the air, and so is conference
We’re excited to announce our fall 2016 event schedule of 10
Insights, Marketing and Innovation events produced for you to do your job
Our goal through these events is to inspire, inform, and
connect you with leaders from across industries to see, think, and act
Check out the full
event lineup:

TMRE: The Market Research Event
Boca Raton, FL
October 17-20
Use code TMRE16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjGsUg
The Corporate Intrapreneur Summit
New York, NY
September 8-9
Use code INTRA16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bDaaBs
Foresight & Trends
Miami Beach, FL
September 27-29
Use code FT16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2brD48C
Future of Food Summit
Miami Beach, FL
September 27
Use code FT16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bSbIIn
FEI:Front End of Innovation Europe
Berlin, Germany
October 5-7
Use code FEIEU16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bmcbAW
LEAN Startup in the Enterprise
Hoboken, NJ
October 24-25
Use code LEAN16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bQEqJH
Back End of Innovation
New Orleans, LA
November 15-17
Use code BEI16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjHn79
OmniShopper International
London, England
November 15-17
Use code OMNIINTL16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjI943
ProjectWorld & World Congress for Business Analysts
Orlando, FL
November 15-17
Use code PW16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bEmcid
FUSE London
London, England
November 30-December 2
Use code PW16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bmdNuB
We hope you will join us at one of our events this fall!
The KNect365 Insights, Marketing and Innovation Team

The Most Creative Super Bowl Ads of 2015

The 2015 Super Bowl saw last gasp defending, dancing palm trees and a 4th Super Bowl win for New England Patriots quarterback Tom Brady. However, off the field there was a lot of hype over the commercial breaks and which ad would get the best reaction. Despite there being a general consensus that the majority of the adverts didn’t live up to the excitement I picked out my favorites that I thought were a success:
Budweiser ‘Lost Puppy’ ‘ After the massive success of the 2014 commercial, the beer company went for the cute puppy as the main focus of the ad again. This year shows the story of how a puppy finds its way home after accidentally getting lost. The commercial plays on the watchers emotions by evoking sadness, fear and in the end a sense of relief and happiness culminating in the ‘#BestBuds’ slogan. At the end of the day you can’t beat a happy ending, when there is a cute puppy involved! Watch the full commercial here.
Doritos ‘Middle Seat’ – The tortilla chip company once again offered $1 million to the best ad created by the public. The one that stood out for me was of a man on an airplane trying to keep the seat next to him free. He cuts his toenails, plays the recorder and does other silly things, before seeing a pretty blonde who he’d be happy to sit next to, so produces a bag of Doritos to tempt her. The twist and sucker punch for the protagonist is that the lady has a baby so all his work is ruined anyway. The ad is a very easy watch and produces a lot of laughs. Watch the full commercial here.
Toyota ‘How Great I Am’ ‘ This advert ranges from powerful, to elegance, to passionate and sexy. It features Amy Purdy the Paralympic bronze medalist in snowboarding and recent Dancing with the Stars phenomenon with Muhammad Ali’s ‘How Great I Am’ speech playing over the top. It shows Purdy going through the struggles and hard work in training and has features of the new Toyota throughout. It is a very powerful advert that really stuck in my mind. Watch the full commercial here.
Fiat ‘ The carmaker show off their new product that is a crossover and larger version of their 500 version. The ad depicts an unfortunate, but amusing older Italian man who loses a little blue pill that eventually falls into a Fiat 500 which causes it to bulk up and get a lot bigger. Despite maybe causing some awkward conversations for parents, the commercial combines the amusement of an unlucky old Italian man with slightly crude, but effective hilarity of bulking an already successful car to create a great ad. Watch the full commercial here.
Other notable ads included the Snickers advert featuring the Golden Girls and Kia’s entry involving ex 007 Piers Brosnan. The most memorable commercials were the ones that really draw the watcher in and evoke a sense of emotion, whether it makes them laugh, cry or feel inspired. The most successful for me was once again the Budweiser commercial, it was a real good feeling ad which threatened to break the resolve of my English stiff upper lip nature!

About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.

Report: Mobile Technology is Transforming the Face of Creativity and Design

The New Creatives Report, a U.S. survey of more than 1,000 creative professionals and 500 students in creative disciplines, found that 77 per cent of creatives believe change within the industry is happening rapidly, with two-thirds expecting their role will be significantly different within three years.
Additionally, 87 percent of those who create mobile content believe doing so has had a positive impact on their work. ‘Creatives are going mobile, and this means a sea change for the creative process,’ said David Wadhwani, senior vice president and general manager, Digital Media Business Unit at Adobe.
While a third (36 percent) say they rely on pen and paper for brainstorming, 42 per cent say they use mobile to create content anywhere. Not to mention, 80 percent respondents believe they must learn new tools and techniques and three quarters say that creatives must now work across multiple mediums and disciplines.

According to Wadhwani, “Three in four creatives say that mobile is transforming the face of creativity and design. Nearly triple the number of creatives say they want to use a tablet for idea generation than those who are doing it today. It’s exciting to see that it isn’t only the opportunity to create content for mobile, but also the act of being mobile that these professionals are embracing.’

Check out the full report below:

The Crazy Ones: How to be a Leader that Inspires Creativity and Innovation

Photo by paul bica
My job is not to be easy on people. My job is to take these great people we have and to push them and make them even better.’ – Steve Jobs, Apple, Inc.
Many companies are striving to achieve Apple’s level of creativity and innovation, but they don’t have the type of culture and leadership to support this goal.
Stephen Gates, VP and Creative Director, Global Brand Design, Starwood Hotels & Resorts Worldwide, presented “The Crazy Ones: How to be a Leader that Inspires Creativity and Innovation” at the Total Customer Experience Leaders (TCEL) Summit in Miami, Florida. Here are the seven characteristics of leaders vs. managers he shared:
  • Execution vs. leadership: Managers think that anyone can lead a team. Leadership isn’t telling people what to do. Leaders empower them to find their own solutions and embrace their own process.
  • Status quo vs. beliefs: Managers believe in the status quo of doing things the way they’ve always been done. Leaders know that having beliefs gives your team something to rally around and it creates an identity.
  • Best practices vs. real insights: Managers think they will find innovation in studies, conferences, and consumer research, but they keep you at the same level as your competition. Leaders know you have to look beyond shared knowledge and have your team spend time finding unique perspectives.
  • Execution vs. ideas: Managers have deadlines. Leaders have ideas. Deadline-driven groups are a commodity. Idea-driven groups are a critical asset.
  • Words vs. actions: Managers are all talk with little to no follow through. Leaders value actions over words.
  • Emotional deafness vs. self-awareness: A lot of leadership has nothing to do with your team and everything to do with you. Leaders take time to understand how their teams work. People need to feel inspired, invested and protected to do their best work.

  • Good vs. great: Managers do good work. Good work is a compromise. Leaders understand that good work is the single greatest threat to great work. Great work is born out of passion, investment and attention to detail and creates a culture of dedication beyond reason.

Stay tuned for more customer experience insights shared at this week’s TCEL. Stay connected at:
  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer
Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

    Be First to Hear PepsiCo’s CEO On Stage at FUSE 2014

    In their FIRST EVER on stage appearance together, this GROUNDBREAKING TEAM talks about the delicate and delightful of putting design first at PepsiCo, Inc.
    Indra Nooyi,
    Chairman and Chief Executive Officer,
    PepsiCo, Inc.
    Mauro Porcini,
    SVP, Chief Design Officer,
    PepsiCo, Inc.
    Download the full agenda for details:
    The only event to unite brand strategists and designers, the 18th annual FUSE event is the experience your peers trust to deliver it all. WELCOME.
    FUSE 2014
    April 7-9, 2014
    Radisson Blu Aqua
    Chicago, IL
    In design & creative, brand strategy & marketing, trends & culture, insight & foresight.  A curious group of decision makers and influencers.

    Where industry legends convene with every day leaders to share provocative, inspirational tales and everyday lessons for the business of design and brands.

    Take center stage as we seek to understand new consumer values, trends and behaviors

    Are ripe with lessons and new ideas for your own brands. Consumer packaged goods, electronics, retail, media & entertainment, travel & hospitality, financial services, pharmaceutical, transportation and more unite at FUSE.


    Experience design
    Interactive design
    Brand strategy
    Industrial design
    Graphic & communications design

    Download the full program details and discover FUSE for yourself: http://bit.ly/1fYwr8z
    Mention code FUSE14LI & Save 15% off the standard rate. Register today: http://bit.ly/1bo9Yi0
    Start your FUSE experience today.
    The FUSE Team

    PepsiCo Chariman and CEO Indra Nooyi to Keynote FUSE 2014

    Iconic & Inclusive.
    FUSE 2014 brings YOU face to face with the most iconic leaders in design and brand strategy today. With One Collective Voice, FUSE is a forum for all to share stories, inspiration and best practices. This year, we welcome all to discover the incredible magic of FUSE. 
    April 7-9, 2014
    Radisson Blu Aqua
    Chicago, IL
    The most riveting, thought provoking speaker lineup in FUSE history takes the stage this year:

    Mauro Porcini, SVP, Chief Design Officer, PepsiCo, Inc.
    Indra Nooyi, Chairman and Chief Executive Officer, PepsiCo, Inc.
    In this groundbreaking session, PepsiCo’s first-ever Chief Design Officer will ask his CEO, why design? In a candid conversation, they’ll share stories of success and lessons learned in their journey to make PepsiCo a Design-First organization.
    To see the full speaker lineup, click here: http://bit.ly/1bKp5RA
    • Phil Duncan, Global Design Officer, Procter & Gamble
    • John Gerzema, Author, The Athena Doctrine
    • Tinker Hatfield, VP Creative Concepts, Nike
    • Doug Rushkoff, Author, Present Shock
    • Simon Doonan, Creative Ambassador, Barneys New York
    • David S. Moore, Vice President & Chief Brand Officer, Ethan Allen
    • Anthony Sperduti, Co-Owner & Creative Director, Partners & Spade
    • David Carson, Designer
    • Seung Chan (Slim) Lim, Designer & Researcher, Author Realizing Empathy
    • Mirko Ilic, Co-author with Steven Heller, Lettering Large

    Mention code FUSE14BL & Save 15% off the standard rate. Register today: http://bit.ly/1bKp5RA
    The FUSE Team

    Execution: The Difference Between Innovation Failure and Success

    Execution. That one word is more often than not the difference between innovation, failure and success. It sounds simple enough. But the reality is anything but. Without the successful integration of ideas at the back end, innovation doesn’t happen. 
    With BEI Back End of Innovation 2013 quickly approaching, we wanted to get an expert’s point of view on innovation strategy in today’s increasingly complex and competitive business landscape. We were in luck. Maria B. Thompson, Director of Innovation Strategy, Intellectual Asset Management, Office of the CTO at Motorola Solutions, sat down with us to discuss innovation strategy, execution, and culture. Here is what she had to say:
    IIR: What is a fundamental characteristic or skill to lead innovation?
    Thompson: Abstract and analogous thinking skills are paramount to leading innovation. In order to coach and mentor others to unleash their collective creativity, one must be able to reframe problems and solutions in generic ways, so diverse-thinking non subject matter experts in the domain of the problem can engage, and bring their creative and novel perspectives to bear on a broader solution space.
    ‘We cannot solve our problems with the same level of thinking that created them.’ Albert Einstein
    IIR: What best practices support successful innovation execution? What typically stands in its way?
    Thompson: The key aspect for successful execution on innovation is dedicated time and resources for conversion of the original idea to a commercial high-business-value product or service. In our experience, conversion must be treated as a first-class program deliverable, with time allocated in Program Plans and Performance Management evaluation systems. Our global Innovation Champions all have a Performance Management goal to spend 20 percent of their time on Innovation, which includes acting as evangelists for the best ideas and concepts that should be resourced and moved onto our product roadmaps.
    IIR: What is the key to building an internal innovation culture?

    Thompson: It takes a village. In other words, you need to have a ‘social’ network of change catalysts committed to the innovation cause. We call these catalysts ‘Innovation Champions’ and ‘Inventor Mentors.’ These change catalysts are role models for innovation and inventing and co-resident at all global sites. They are selected for their past contributions to innovative products, features and services, and have performance goals they are measured on with regard to their efforts to support an innovation culture and to increase innovation yield within and across businesses.
    IIR: What is the biggest obstacle you faced in your innovation strategy? How did you overcome it?
    Thompson: Time and resource allocation. PDW, Performance Management’ but mostly executive sponsorship. Without senior leadership supporting and visibly recognizing and rewarding employees for their efforts in prioritizing forward-looking work, people will prioritize ‘business-as-usual.’
    IIR: What is a piece of advice you would give companies who are creating a corporate innovation strategy?
    Thompson: Start by building on innovative work people are already doing. Prioritize the most important and strategic areas and communicate, communicate, communicate. Recognize ongoing efforts aligned with these priorities, support them, and reward them. Help everyone - across all functions- understand how they can contribute to the innovation pipeline ‘ it is not only the engineering or research role to be innovative!
    Thompson will be speaking at the upcoming BEI 2013 conference November 13-15 in Santa Clara, CA.

    BEI allows you to build your custom experience- from keynote luminaries (including best-selling author Vijay Govindarajan & Google’s innovation evangelist Michele R. Weslander-Quaid), to field trips (PARC, Intuit & PayPal), to business cases (Eli Lilly, Coca-Cola, Motorola, J&J, Colgate & more) to learning labs, to full day open space collaborative exercises . You pick it, you curate it, you achieve it. YOU are in control.
    November 18-20, 2013
    Hyatt Regency
    Santa Clara, CA
    Download the brochure for full details:  http://bit.ly/18X7HIx
    Mention code BEI13LINK & Save 15% off the standard rate. Register today: http://bit.ly/18X7HIx
    See you in November,
    The BEI Team

    Market Researchers Face the Most Dramatic Changes They’ve Ever Seen

    The Market Research Event
    has always been a place of best practice and discovery. Now, as our industry transforms
    and faces the most dramatic change it has ever seen, TMRE will transform you
    into a hybrid researcher and strategic advisor. There’s never been a more
    exciting time to be your partner in development and your connection to the best
    in insights from around the world. Always focused on the business value of
    market research, TMRE is where vision meets best practice and accelerates
    executive development.
    October 21-23,
    Nashville, TN
    • Persuasion: Dan Pink, Author, To Sell is Human
    • The Underdog: Malcolm Gladwell, Author, David &
    • The Game Changer: Jane McGonigal, Author, Reality is
    • Future Growth: Jared Weiner, Vice President, Weiner,
      Edrich, Brown, Inc.
    • The Digital Challenger: Dr. Jeffrey Cole, Founder
      & Director, Center for the Digital Future, USC Annenberg School for
      CommunicationsThe Leader: Joan Lewis, Global Consumer & Market
      Knowledge Officer, Procter & Gamble
    • The Pragmatist: Jeremy Sack, Vice President &
      Director, Pragmatic Brand Science Institute, Lieberman Research Worldwide

    Best Practice
    GAP: Creating a Proactive,
    Future-Focused Insights Lab
    CLOROX: Revolutionary NEW Tools
    for Shopper Insights
    PANERA BREAD: Segmentation in a
    Big Data World
    FACEBOOK: Segments of Social
    Users of the Future
    YAHOO!: Behavior, Consumption
    & Measurement Across Media
    DUNKIN’ BRANDS: Research and the
    Increasingly Mobile Consumer
    LUFTHANSA: Forecasting
    Competitive Action
    NISSAN: Ethnographic Driven Innovation
    Environments of Consumer Intimacy
    ZIPCAR: Understanding Cross
    Channel Consumer Experiences
    Executive Development
    E&J Gallo
    Center for Creative Emergence
    PARTNERS: The Hartford
    STORYTELLING: Emmy & Grammy
    Nominated Songwriters
    Global Presentation Expert
    DECISION MAKING: Bank of America
    Proven Value is the TMRE Difference: TMRE connects the best
    in insights from around the world and is the #1 research and insights
    1200+ attendees
    180+ rarely seen speakers
    130+ content-driven sessions
    100+ cutting edge exhibitors
    60%+ client-side participation
    20 unique symposia, tracks and workshops
    NO commercialism
    Mention code TMRE13LINK & Save 15% off the standard
    Register today: http://bit.ly/18GGqQ6
    TMRE is more than a conference. It’s a game changer. We’ll
    see you there.


    The TMRE Team

    A look back at TMRE 2009: Get Stimulated: Innovating Through Challenging Times

    The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

    Get Stimulated: Innovating Through Challenging Times

    Andrew Pek, Author, Stimulated!

    Andrew Pek presented in the “Proof” track at last week’s 2009 TMRE, and looked at how people could become more creative in the work that they did. He focused on three ways to get stimulated, focusing on The Vibe, The Value and The Verb. We’ve got to work on better exploiting the brain in order to be more creative and innovative at work. Creativity is essentially a survival skill.

    When audience members were asked about their best moments of creativity took place, they responded in the shower, while sleeping, driving, or even at conferences.

    The Vibe, one of the core parts becoming creative, is all about managing your energy. Innovation is a vibe, and relies on tuning and turning your thoughts and feelings into a creative energy. Being aware of your thoughts and feelings is key to having a good vibe.

    The Verb is to act, pair ideas with your actions. Pursuing ideas is the key to successful innovation. A great way to do this is to pair random words together. What do you need to come up with a creative idea for? One audience member suggested a new flavor of beer. Te audience then came together to think of different flavors of potato chips. This can introduce new flavors that one had previously never thought of.

    And finally, Pek looked at Value. What impact do your new innovations have on your company and society?

    NACCM 2009: Going for Gold: Living Up to Olympic Size Expectations

    Going for Gold: Living Up to Olympic Size Expectations
    Rick Burton, CMO, United States Olympic Committee 2008, David Falk Professor of Sport Management, Syracuse University and Co-founder of Sportgiving

    Most of the attendees know more about service customers than Mr. Burton. But he will share a few stories that challenge our thoughts and return the messages back to our businesses.
    Burton has had many roles in his careers, including beer, football, college kids, the Olympics and college kids. He’s willing to challenge authority and challenge the rules.

    He once worked with the NFL. The NFL gave the fans what they wanted. More scoring, this includes bringing in the uprights for limiting field goals. The NFL was listening to the customers and brought in more touchdown.

    Customers need to come first. Burton has always been inspired by sports. How can the Nike video below inspire your company? Nike gives athletes the chance to keep on going, challenge their borders and go farther than they’re able to. The company started by athletes for athletes. They want to give them better products and a better chance to thrill them.

    He was able to be the Chief Marketing Officer going into the 2008 Olympic Games. His companies involved were Coca Cola, Budweiser, Bank of America, and Kellogg’s. These business are the best at what they do, but no one person can take credit for the greatness of the Olympics. He was a part of the team, and they needed the ability to sell their products and make sure their customers were satisfied, whether if it was Corn Flakers or a bank account. AT&T put on a program where each night a song was featured. When users downloaded the song, the proceeds went back to the athletes. The ratings were very, very high, and it was also available across many platforms.

    The thing about the Olympics, do your employees see themselves as champions? Athletes have to become champions by going on step at a time. In great leadership, you must be able to bring more out of the people around you.

    You must trust: vision, staff, peers, product, organization, faith, view of the world, and yourself.
    Are you sacrificing your creativity by not taking enough time for vacation and letting yourself relax? ‘Change or die’ is crucial for how you live and interact with the world around you.
    Children’s books and movies can be a source of inspiration.

    What are three things your customers need? What are three things that your customers want and you’re not giving them? How often do you dream ahead 6 months in your business, in your career and in your customers. What would you like to see? If you don’t see anything, what does this mean for your creativity? Are you searching for excellence or settling for mediocrity?
    Wow. What’s your definition? What’s your new outlook for your business?