LEAP - A Revolution in Creative Business Strategy

Traditionally, company leaders create business strategies focused on profits and then hire ad agencies for creative support. However, history reveals that the most impactful branding campaigns emerge when companies collaborate with ad agencies to develop strategies centered around a big, creative idea—what Bob Schmetterer, CEO of Euro RSCG, terms the Creative Business Idea. In this work, Schmetterer guides advertisers on merging creativity with business realities to craft effective strategies and campaigns. He highlights that successful advertising goes beyond mere communication; it defines the brand itself. While advertisers excel at generating demand for existing brands, Schmetterer emphasizes the need for them to infuse creative thinking into core business strategies before launching branding efforts. This approach connects analytical thinking with creativity, blending the cold focus on numbers with the warmth of artistic expression to create revolutionary brands. By engaging with clients, understanding their products, and channeling their passion to consumers, businesses can integrate creativity into their core strategies. With examples from companies like Volvo and Purdue, Schmetterer illustrates how ad agencies can help clients develop transformative ideas that push beyond traditional boundaries, ultimately leading to profitable innovation.