Francois Petavy discusses how looking at an agency as a community of creative talents is the way to produce the best work.
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.
Link up with Francois at the workshop he will be participating in at this year’s festival: