Ideas. On strategy. On target. On tap.

brainwave

You need ideas.Lots of ideas.

(You need help).

Markets are fragmentingMedia are fragmentingCompetition is tougherConsumers get boredCreativity is essentialYou need a flow of ideasSo you need a reliable ‘tool’

What is brainwave?

A creative workshop specifically designed

to generate integrated

campaign ideas

it’s a simple, open,collaborative process

that generates truly integrated ideas

ideas that are always ‘on brand’

ideas that are always ‘on strategy’

How isbrainwave different?

it works simply

it works for every brand

it works for everyone

it works every time

Will it workfor you?

How it works

brainwave

“There’s nothing more terrifying than a blank sheet of

paper, when the clock is ticking and you’ve got no idea where to

start ...”

Neil Godfrey, Creative Director, Collett Dickenson Pearce.

Starting with a blank sheet of paper is the worst way to

generate ideas

New ideas don’t appearout of the blue

New ideas come from combining

existing elements together in new ways

Tasks

Hot Spots

Equities

InsightsBrand

Consumer

The elements of ideas

Tasks:What do we need to do?

What do we want people to do?

The elements of ideas

Hot Spots:What do they like to do?

Where can we connect with them?

Insights:What do we know about them?

What do they want?

Equities:What are we trying to build?

What have we got to work with?

Brand Task Brand Equity

+Hot Spot

+

=Exciting Idea!

A deceptively simple formula ...

Creates a huge variety of ideas...

Individualcreativity

Collectiveappraisal

The group votes for (and builds on)

the best ideas

The most singular ideas come fromindividual minds

An example

brainwave

Omo Sol in Latin America:

Market Leader:Number one laundry detergent

Broad customer base

Launch a new variant‘Sol’ is a new fragrance

(Like fresh clothes in sunshine)

Main Task:Awareness & Trial

Hot Spots:Being outside on a nice sunny day

Insights:Limited outdoor media in target

areas

Key Equities:‘Sunshine / Blue skies!’

‘White shirts’‘Play’

Flying Kites!Create your own new outdoor

medium

Giant kites that look like white shirtsHigh in the sky over the favelas

Every time it’s sunny

On strategy. On target. On tap.

brainwave

Genius is nothing more than common faculties refined to a greater intensity. There are no astonishing ways of doing astonishing things. All astonishing things are done by ordinary materials.

“ “Benjamin Haydon

geeniusFor more information, or to discuss booking your own brainwave workshop, please contact:

Ian Geemobile: +61 405 768 122email: ianf.gee@gmail.com