menu

CEO of eYeka On Connecting With Consumers [Cannes]

CEO of eYeka On Connecting With Consumers [Cannes]
Advertising

Francois Petavy discusses how looking at an agency as a community of creative talents is the way to produce the best work.

Carib Guerra
  • 23 june 2012

Francois Petavy, in his role as Chief Executive Officer for eYeka, the self-titled Co-Creation Community which leverages the creative power of 150,000 consumers, grasps the value in collaborative enterprise. In anticipation of his workshop at the Cannes Lions Festival, PSFK corresponded with Francois Petavy on why good marketers must be good listeners.

Welcome to Cannes. How do you think the industry has changed over the last 12 months? 

The ad industry has always been challenged by disruptive external forces but has remained surprisingly reluctant to reinvent itself. I have not seen much change in the industry over the last 12 months beyond market consolidation.

Brand marketers have changed though, and are increasingly looking for solutions to better connect with their consumers, better control their costs and the ROI of their activities, and to accelerate the speed at which they bring the right ideas to market to cope with the pressure of an increasingly complex and kinetic competitive environment.

Is there a particular piece of work your agency has produced that reflects how eYeka is evolving?

eYeka is not an agency but a community of consumers with creative talents.

This allows our clients to get diverse and fresh creative ideas that are consumer rooted from the start.

We are increasingly helping big brands to create the next big idea, such as reinventing how coffee is drunk at home to beating the clichés of anti-dandruff shampoo advertising.

Along with Coca Cola, we have also entered two pieces of branded content created by the most talented members of our community into the Cannes Lions awards.

You’ll be running a workshop during the Festival on Friday June 22nd entitled ‘User-Generated Innovation: The future of consumer insights is consumer innovation.’ Why do you think it’s important to cover this subject at this moment in time?

The current and foreseeable economic conditions make the cost of failure more onerous, be it the failure to launch a new product or a communication campaign that resonates with consumers.

The current way of working is too slow for brand marketers.

We think that co-creation with the right type of consumers can accelerate the speed to develop the right creative ideas, enabling brands and agencies to then move in the right direction when developing products and campaigns.

Creating products and marketing them with consumers – instead of for them – makes economic sense as it reduces the cost of failure, the amount of resources involved, and is more likely to result in products or campaigns that actually work.

 

Thanks Francois!

Link up with Francois at the workshop he will be participating in at this year’s festival:

Workshop: User-Generated Innovation: The Future of Consumer Insights Is Consumer Innovation

Cannes Lions International Festival of Creativity

Advertising
Trending

Japanese Face Wash Creates A Perfect Rose Every Time

Arts & Culture
Mobile august 26, 2016

Get A Better Idea Of How You Are Wasting Your Time

The TouchTime app is trying to revolutionize personal task management by providing detailed insight on how to be more efficient

Culture august 26, 2016

London Telephone Box Repurposed As A Tiny Mobile Repair Shop

Tools and supplies to replace broken screens or damage are neatly stowed away in these micro-workrooms

Trending

Get PSFK's Latest Report: Future of Work

See All
Design august 26, 2016

Conceptual Sportswear Created Out Of Futuristic Condom Material

A Dutch fashion designer is experimenting with new methods and fabrics to make high performance clothing

Fashion august 26, 2016

Fashionable Tassel Will Ensure You Never Lose Your Valuables Again

The device is fashion meets connected tech, that will help you keep track of your belongings at all times

Syndicated august 26, 2016

Would You Wear Wool Shoes To Save The Environment?

As demand for wool shoes grows, a number of US footwear brands are heading directly to the source: the sheep pastures of New Zealand

Sustainability august 26, 2016

Self-Healing Material Is Fashioned Out Of Squid Teeth

Penn State researchers have devised a new textile that uses organic proteins

Arts & Culture august 26, 2016

Search Engine Turns Your Own Drawings Into Photos

This image-matching software accepts hand-made sketches instead of keywords

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Arts & Culture august 26, 2016

Illustrator Interprets The Experiences Of Blind Travelers

Artist Alby Letoy creates drawings of poignant travel memories for the visually impaired

Advertising august 26, 2016

Clickbait Titles Used For The Good Of Charity

An agency devised an unlikely campaign that uses clickbait as a positive force to drive awareness to nonprofit initiatives

Advertising august 26, 2016

The Best In Eye-Catching Olympics Campaigns

PSFK rounds out the Rio Games with our picks for the best advertising moments off the field

Work august 26, 2016

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Arts & Culture august 26, 2016

Transforming Light Waves Into A New Art Form

An artist uses glass treated with layers of metallic coatings to create a unique installation called lightpaintings

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Design august 26, 2016

This Windbreaker Lets You Explore The Outdoors While Charging Your Phone

The apparel includes solar panels that allow the wearer to stay connected through the power of renewable energy

Asia august 26, 2016

The Goal Of This Game Is To Not Get Laid Off From Your Job

A hit mobile app has you working really, really hard to not get fired as you climb the corporate ladder

Advertising august 26, 2016

Movie Critic Bot Guides Viewers Through Festival Offerings

The Toronto International Film Festival has created a Facebook Messenger chatbot to help attendants curate their schedule

No search results found.