4a’s transformation 2013 - march 11 - creative director's panel
DESCRIPTION
A panel of three agency Creative Directors show their favorite recent work... that they didn't create Noel Cottrell, Chief Creative Officer, Fitzgerald & Company Tiffany Rolfe, Partner/Chief Content Officer, Co:Collective Rob Schwartz, Global Creative President, TBWA|Worldwide Moderated by: Troy Ruhanen, Chairman & CEO - The Americas, BBDO North AmericaTRANSCRIPT
© 2013 co:collective llc
Source: Bain & Company
1© 2011 co:collective llc
© 2013 co:collective llc
Source: Bain & Company
2© 2011 co:collective llc
“Loyalty”
© 2013 co:collective llc
80% of CEOs believetheir productsare differentiated.8% of customers agree with them.
3© 2011 co:collective llc -Source: Bain & Company
© 2013 co:collective llc
DeltaGlass Bottom Jet
4© 2011 co:collective llc
© 2013 co:collective llc 5
© 2013 co:collective llc 6© 2011 co:collective llc
© 2013 co:collective llc 7
© 2013 co:collective llc 8
© 2013 co:collective llc 9
Changes Delta made:
$3bn to improve the in-flight experience
Sent all 11,000 of its flight agents to what The Wall Street Journal dubbed ‘Charm School’
$140 million in technology improvements
Company removed silos and re-organised around the consumer journey
Focused around consumer needs
© 2013 co:collective llc 10
A new brand story
Delta’s aspiration is not to be the biggest airline; they really want to be the world’s best travel brand.
(through innovation around customers)
© 2013 co:collective llc 11
Brands can no longer just tell their stories. They have to be their stories.
© 2013 co:collective llc 12
Storytelling Storydoing
© 2013 co:collective llc 13
Storydoing lights up the only medium that matters now: people
© 2013 co:collective llc 14
Delta Quotes
Source: co:collective interviews
“All the little things that Delta does to have the customer’s back along the way add up to
an amazing experience. For me that’s how Delta
wins.”
Staying really close to customers and looking
at how their needs are constantly evolving disallows any kind of respect for the
status quo.
© 2013 co:collective llc 15
It’s working:
5.5 million downloads of iPhone app. (Worth bearing in mind that 80% of branded apps downloaded fewer than 1000 times – Deloitte).
40% fewer customer complaints in 2012 compared with 2011.
Highest net promoter scores ever and is collecting fistfuls of awards including Top Tech-Friendly US Airline from PCWorld for innovation and technology.
33 Airline industry awards won in the past year. In 2012, it was also the only airline to move up in the J.D. power and Associates north American Airline Satisfaction Study.
4. 3% increase in Delta’s unit revenues for the quarter ending 12/2012.The company’s unit revenue gains have outperformed the industry for 21 consecutive months
© 2013 co:collective llc
Thanks!
16