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

Banned Books Week Urges People To Seek Out Controversial Works

Syndicated
Arts & Culture Today

Small Urban Pavilions Create A Nature Refuge In East London

These relaxing micro shelters provide a haven amidst chaotic city environments

Travel Today

Travel Laundry Pouch Washes Your Clothes Wherever You Are

The Scrubba Wash Bag helps anyone wash their clothes easily and quickly with just a little water and soap

Trending

Get PSFK's Related Report: Future of Automotive

See All
Social Media Today

Swipe Up To Register To Vote On Snapchat

The social platform has partnered with TurboVote to help young people easily enroll in less than one minute

Children Today

Battle Card Game Promotes Childhood Vaccinations

An Australian doctor has developed a playful way to inform parents about immunization and entertain kids

Related Expert

Adam Leibsohn

Gifs and Communication

Fitness / Sport Today

Oakley And Intel’s Sunglasses Give You A Built-In Personal Trainer Wherever You Go

The sunglasses/earbuds hybrid tracks your performance and lets you know how well your workouts are going

Experiential Marketing Today

UNICEF’s ‘Time Machine’ Tells Stories With Data

An experiential installation at the UN General Assembly reminds us why every child matters

Design & Architecture Today

Watch The World’s Tallest Building Become An LED Display

Burj Khalifa gives a backstage look at how the transformation came to be

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed Today

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Travel Today

Boeing Wants To Make Your Flight Better With Cloud And Star Projections

The manufacturer is trying to patent a projection system that would allow them to project images onto a plane's interior surfaces

Latin America Today

Colombians Teach Dance To Fund Students’ Education

Chocó to Dance is a platform that shows you how to replicate popular Latin dances to help create scholarships for local students

Work Today

Editorial Roundtable: What A People-First Workplace Must Prioritize First

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX on why employee fulfillment is a journey and not a destination

Culture Today

Brand Engagement At The Gates Of The World’s Largest Open-Air Gallery

Tiger Beer and a neighborhood-minded nonprofit celebrate and promote New York's creative spirit by beautifying 100 security gates

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Technology Today

How Technology Can Save The World By Saving Time

PSFK attends the Social Good Summit 2016 to see how new tech is changing the world for the better

Advertising Today

Lancôme’s Newest Campaign Stars A Domestic Abuse Survivor

Rosie Batty is the new face of the Love Your Age series, and is using the platform to bring awareness to a prevalent and deadly problem

Travel Today

Marriott’s Gravity Room Installation Gives Travelers A New Perspective

The luxury hotel chain's #MGravityRoom invites visitors to snap and share pictures of its inverted set up

No search results found.