Euro RSCG Promo, Case study THE CREATIVE BUSINESS IDEA BOOK by Euro Rscg New York, Smallwood & Steewart

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market United States
Agency Euro Rscg New York
Creative Director Carol Bokuniewicz
Designer Tara Romeo
Agency Smallwood & Steewart
Released September 2011

Credits & Description

Category: Internal Communications
Product/Service: CREATIVE AGENCY
Global Chief Marketing Officer: Naomi Troni (Euro RSCG Worldwide)
Content Director Knowledge Exchange: Ann O'reilly (Euro RSCG Worldwide)
Account Director Global Marketing: Patrick Armitage (Euro RSCG Worldwide)
Publisher: John Smallwood (Smallwood And Stewart)
Creative Director: Carol Bokuniewicz (Smallwood And Stewart)
Designer: Tara Romeo (Smallwood And Stewart)
Media placement: Internal Communication - "In The News Today" - Daily News Bulletin Featuring Inisghts And Highlights From The Book - 27 July 2011
Media placement: Internal Communication - "Big News" - Monthly Internal News Round-Up, Featuring A Synopis Of The Book - 25 August 2011
Media placement: Internal Communication - Tweetup - Activated The Biggest Tweeters In Our Network By Providing Content & The #EuroCBI Hashtag - 27 July 2011
Media placement: Internal Communication - VIP Mailer - Sent To More Than 250 Euro RSCG CEOs - 27 July 2011
Media placement: Internal Communication - 6,000 Books Shipped To 233 Offices - 27 July 2011
Media placement: Internal Communication - Shared An E-Kit Of Materials For All Staff To Use When Talking About Creative Business Ideas - 27 July 2011
Media placement: Internal Communication - Press Release Shared With All Euro RSCG Offices To Increase Awareness And Encourage Collaboration - 27 July 2011
Media placement: Internal Comm's/Corporate Comm's - Book Launch Events And Parties - September 2011

Summary of the Campaign
Our challenge was to create a campaign that would unite and educate our 11,000 colleagues around the world through a celebration, and increase awareness of our communications philosophy: Creative Business Ideas.

The campaign was inspired by the 10-year anniversary of Creative Business Ideas. This milestone offered the opportunity to promote our common philosophy, celebrate our greatest work of the past decade, and share smart thinking from across the network.

Our objective was to energise, motivate, and bring together colleagues globally. We wanted to ensure everyone had a thorough understanding of our core philosophy and how it could be applied across categories and geographies, and we wanted to give all Euro RSCG employees, veteran and new, an object of pride that would be shareable, not just across offices but also with clients, prospects, and the media.

The focus of our campaign was The Creative Business Idea Book — a product that beautifully conveys a decade of our most brilliant and effective ideas.

The launch was a coordinated effort engaging all staff globally, plus a concerted push to every one of our 250+ local CEOs. As part of this two-pronged approach, we shipped more than 6,000 books to local agencies. The book was enthusiastically received, with colleagues sending back overwhelmingly positive feedback. Employees became huge advocates for Creative Business Ideas, among their peers and to the outside world, on Twitter and other social media platforms, at local book launch events with clients, and through local publications.

The Situation
We wanted to mark the 10th anniversary of Creative Business Ideas — the communications philosophy at the core of Euro RSCG Worldwide — with an internal communications and PR campaign. Our aim was to use this milestone to promote our global philosophy, while more broadly celebrating the power and potential of ideas and the vital role of creativity in business success.

The Goal
Our aim was to develop a campaign that would inspire, inform, and motivate our internal community of 11,000 Euro RSCG employees across 233 offices in 75 countries. Specifically, we wanted to communicate to our staff our longstanding commitment to our communications philosophy, instill pride by showcasing our most famous and effective work, empower everyone with knowledge about Euro RSCG’s mission and tools, and educate colleagues about how this tool can be used across categories and geographies. Our ultimate goal: to inspire our international network to be part of the next decade of Creative Business Ideas.

The Strategy
We challenged ourselves to convey a decade of our most brilliant and effective communication ideas — running the gamut from traditional media and PR to gaming and viral videos — in a way that would hold as much appeal for those interested in great art direction as for those wanting to delve into the creative and strategic thinking behind our campaigns. We wanted to give our employees something highly memorable, tangible, authoritative, and visually stimulating — a product that would be on par with the stunning creative ideas it was created to share.

The focus of our campaign was The Creative Business Idea Book — drawing on global case studies to showcase the thinking behind some of the agency’s biggest and best ideas; it also featured recollections from agency leaders and essays on relevant marketing communications topics. The result was a beautifully packaged expression of the power of ideas to build businesses and brands.

The book took months to research, write, design, copy edit, and print, and was a true global collaboration across our network of agencies.

For the internal launch, we used a wide variety of communications tools, including promotion in our daily news and monthly internal e-newsletter, showcasing the book on our intranet site and a bespoke microsite, the use of multiple social media tools, and the distribution of a toolkit of materials to empower colleagues to share content from the book. In addition, every office received hundreds of copies of the book; every CEO received a VIP presentation launch pack; and every new business and PR colleague received a special kit to help them promote the book internally and externally.

Once we had directly communicated the launch to our employees, we activated our most passionate network tweeters to lead a conversation on Twitter using the hashtag #EuroCBI.

Documented Results
We certainly achieved our dual goal of reaching our entire internal community with the Creative Business Ideas campaign and using the book as a tool to motivate, inform, and inspire:

- 6,000 books distributed in total, to every single Euro RSCG office around the world;
- Over 250 CEOs and agency heads received a VIP presentation pack;
- Employees around the globe embraced the launch on Twitter and used the hashtag #EuroCBI, achieving a Twitter reach of 521,238 impressions;
- Euro RSCG's global and local PR teams helped us achieve 3.5m+ media impressions globally;
- Many Euro RSCG offices, including New York, Singapore, Dubai, Copenhagen, Russia, Portugal, and Toronto, organised launch parties and events;
- Our 11,000 employees genuinely embraced the book, and it holds centre-stage on agency coffee tables around the world;
- Requests from colleagues to attend Creative Business Idea training seminars have increased 500% since campaign launch.