The Unequaled Power of Great Creative Ideas: ARF Interview with Christa Carone, CMO of Xerox

Originally published 3142011Even though advertisers seem to spend more and more time thinking about platforms synergy and strategy creative is still king Ad campaigns become part of our culture because great creative minds understand how to appeal to culture We caught up with Christa Carone CMO of Xerox Carone answered a few questions about how she39s been able to turn cultural insight into innovative marketingARF How important is the connection to culture for the development of great ideasChrista Carone Connecting to culture in developing great ideas results in more relevant creative and ultimately more impactful campaigns To me relevancy is always the key because it helps ensure marketing really is aligned with true insights about targeted customersARF What are the best ways to extract valuable information from culture to create meaningful ideasCC At Xerox we employ sociologists and anthropologists who study human behavior in workplaces Their research helps inform our innovation and the ways we bring new products and services to market We have a firsthand understanding of what makes an office run smoothly as well as the obstacles to simplifying how work gets done As a result we prioritize our innovation and our marketing investments on developing ways for our B2B clients to focus on what matters most their core business their real business We also use our own workplace as a natural proving ground to test the effectiveness and relevancy of our offeringsARF What are examples of noteworthy ideas that were able to successfully connect culture and the creative CC One of my longtime favorite examples is an Office Makeover campaign Xerox conducted a couple of years ago It was targeted to small and midsize businesses SMBs and it touched on two key cultural realities From a professional perspective SMBs tend not to spend money on creating appealing workplaces In pop culture at the time the quotmakeoverquot trend was just on the rise with the burst of reality TV showsOur Office Makeover campaign was far from rocket science It didn39t need to be We simply created a makeover contest to find really awful business settings We identified those that were screaming for help brought in wellknown experts from design makeover shows and generated a significant amount of buzz for bringing style and technology to often neglected office spacesThe idea was great in its simplicity and relevancy and the results more strongly connected the Xerox brand with the SMB marketplaceWant to hear more Christa Carone will be joining Michele Buck Grant McCracken and Kim Feil to discuss how creative ideas can grow business at the ARF39s Rethink Convention on March 21 Registration is now open

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