C Squared Debuts Cream: The Innovation Exchange

Online Database for Media, Marketing Ideas Can Be Configured for Brands to Share Innovation, Best Practices

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NEW YORK (AdAge.com) -- C Squared, the company behind The Festival of Media, M&M magazine and the Nation Branding series of events, has launched Cream: The Innovation Exchange, a new resource for global advertisers, agencies and media vendors.

The online database indexes media, marketing and business innovations from around the world. Launching with a library of more than 2,500 case studies from more than 100 countries, Cream's search engine allows users to filter case studies by brand, marketing category, agency, country, date, media owner and marketing strategies such as "promote trial" and "rebuild reputation."

The in-built technology also manages brand comparisons and includes a variety of unique benchmarking and analytical tools. A network of 200 writers and select industry bloggers contribute to Cream's data and daily news services, and Cream also houses the entries to The Festival of Media Awards, as well as all the presentation materials and video footage from the last three years of the Festival of Media in Venice and Valencia.

For individual users around the world, Cream's architecture can be appropriated and tailored to create sharing systems pre-loaded with Cream information. This facility is designed to help global brands share and reapply innovation and best practices across their local teams, and Cream has already begun working with SABMiller.

Sunita Anderson, SABMiller's group marketing knowledge manager from SABMiller, said: "We have only been subscribing to Cream for a few months, and already it has become quite the global phenomenon. Intended as stimulating brain food for our marketing community -- particularly at key times in our brand-planning cycle -- we took the initiative to also share this resource with the full business: cross-functions, across levels and throughout our regions."

David Morgan, the former global chief client officer of Universal McCann and previously the CEO of WPP's MEC Asia, is the new head of Cream.

"According to a recent Accenture survey, 89% of U.S. and U.K. executives agree that innovation is as important, if not more important, than cost reduction to their companies' ability to achieve future growth," Mr. Morgan said. "Added to this is the fact that C Squared has been hearing for many years the challenges that brands face in trying to share and reapply the best thinking globally. Cream has been designed to address these two areas. But we also aim to save our clients money -- by saving many of them the costs of building and maintaining costly intranets and, for the bulk of our users, the time involved in finding creative insights for pitches and RFPs and in establishing benchmarks of performance."

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