VIDEO: Euro RSCG's Naomi Troni on creative business ideas

Global CMO Naomi Troni is one of the core team behind EURO RSCG Worldwide’s ‘Creative Business Ideas Book – Ten Years of Breakthrough Thinking.’

Defining creative business ideas as those that are transformative, that rethink the business strategy and, most importantly, those that drive profitable growth, Troni considers them the singly biggest competitive advantage today.

“In the so-called ‘Golden Age of advertising’ I think it was comparatively easy to reach your target audience. In 1965 US TV penetration was already at 95 per cent, it’s only at 98 per cent now. And there was limited programming so you could hit your audience in one fell swoop. It’s so much harder now, you can’t just buy attention – you’ve got to earn it.”

Troni goes on to share some of the ten key learnings identified in the book, including to ‘keep moving on’. “A static brand is a dying brand – I mean we used to talk about five year plans, which is crazy when you think about it as we can’t see that far into the future.”

She also feels that agencies have to open themselves up to collaboration, “In the last century it was all about top down command and control… but now we need to be more open. The companies we’re seeing the most success for are those that value transparency over secrecy, inclusivity over exclusivity and collaboration instead of control.”