Creativity Through Diversity
01 OCT 2010
Architects. Psychologists. Chefs. Playwrights. You may be surprised by who you'll find in the Saatchi & Saatchi's Creative Department. The agency believes that a team with diverse backgrounds is key to consistently bringing new perspectives and fresh ideas to the table. Since advertising has evolved well past traditional TV spots, Saatchi has taken a less traditional approach to create Lovemarks in this dynamic new world.
"We're kind of in the Wild West now and we see it as a huge opportunity," says Helen Pak, Saatchi's EVP/ co-ECD. The agency has restructured itself to respond more nimbly to today's changing advertising needs. For instance, its broadcast production department has been retooled as the much broader "Department of Stuff," where the team can create executions for any medium. "It's all about taking the idea to where the consumer can best participate with it," says Pak.
Saatchi recently produced a short film for client FITC that wound up going viral. The film, called "The Last Advertising Agency on Earth," aimed to boost attendance among ad professionals at one of its digital conferences. Saatchi began the brainstorming process without a medium in mind, and ultimately determined that an online film would be the best way to make the biggest impact on a very limited budget. Their theory proved to be right: the video was viewed 120,000 times, and increased ad agency attendance by 233%.
Saatchi also found success via nontraditional methods for CoverGirl earlier this year. Armed with the insight that Lash Blast mascara consumers demand experiences that are unique and participatory, Saatchi created an engaging subway execution that transformed turnstile bars into bright yellow mascara wands that brushed through the long bars painted black to represent lashes. The effort appeared at Cannes, and boosted sales by 15%, ad recall by 60%, and purchase intent by 28%. Brian Sheppard, EVP/ co-ECD, points out that it's a perfect example of Saatchi's media-neutrality. "We'll use whatever medium it takes to deliver the idea," says Sheppard. "And sometimes, that means inventing the medium."
Stuart Payne, Saatchi's president & CEO, says the agency's unique DNA enables it to pull off executions others may not be able to. "We're a mid-sized agency, so we're nimble. But when we need added firepower, we have that as part of the Saatchi network," he says.
The benefits of Saatchi's diverse talent pool are evident in a recent campaign for the Toyota Prius that positioned the hybrid as much more than eco-friendly. As part of the campaign, Saatchi created a microsite where consumers could dismantle a virtual Prius to get a good look at the car's nuts and bolts, including the 1,000 innovative new features. The art director who led the project has an aviation background, and his passion for technology showed in the quality of the work. The results speak for themselves: following the campaign, the Prius was out-selling its closest competitor by five to one.
