tutorial outlined proprietary

The Week 9 tutorial outlined proprietary tools/processes implemented by advertising agencies.  Understanding this is key for those in the Account Servicing department. They are as follows:- 1.    ‘360 Degree Branding’ - Ogilvy 2.    ‘Brand Asset Valuator’ - Y&R 3.    ‘McCann Brand Clout’ - McCann 4.    ‘Disruption’ - TBWA 5.    ‘Love Marks’ – Saatchi & Saatchi 6.    'Thompson Total Branding' – JWT Select any 2 of the above and compare (and contrast) their processes using views from various sources. Note: 1.  Do not simply report views as this merely restates (not transforms) the information. Appraise and evaluate contents made and strive to identify common themes, weighing the commentary of others whilst forming your own conclusions (using the sources as support). So for example one simplistic approach in forming an argument may read as follows:-  In analysing the views made by Smith (2000), Jones (1998) and Morgan (2013), there was a consensus that the elements of the process focused on consumer insights.  Smith (2002) further supports this by stating that the consumer is key and is 'front and centre'. 1 CLIENT SATISFACTION WEEK 9 Agenda Announcements 10 min Moodle Topic (Chap. 5) review 30 min Grad Assessment – ‘Paper Clip’ 20 min Creative Brief discussion 60 min 2 Announcements –Week 9 Week 10 – NO TUTORIALS ? Moodle Topic 3 Moodle Topic 2 ? results released on Apr. 16th (Thur) – 5:30pm ? Go beyond Google Search ? Referencing??? Grad Program Assessment (Week 11) – ‘Toothpick’ Creative Brief assessment ? Read the Creative Brief overview/guidelines on Moodle. This is supplementary reading only and you should go beyond this if unsure 3 Championing the Creative Product Moodle Link (Chap. 5) Moodle Link (Chap. 5) 1. How to evaluate creative? 2. Providing useful feedback 3. Creating a creatively receptive environment 4. Presenting creative effectively 5 How to evaluate creative? I think anyone can look at creative work and have an opinion – that doesn’t mean you’re being objective…this is where many of us really struggle – what are we supposed to be evaluating this work against? 6 2 How to evaluate creative? Preparing the groundwork… Go back to reviewing the brief to the agency Assess the following:- Do I agree with the role of communications? Does the target audience description feel right and insightful? Do I agree with the desired takeout? Do I feel that the single minded proposition will achieve the desired takeout? Do I agree that the call to action and accompanying benchmarks of success? 7 How to evaluate creative? 8 Evaluation in the 1970s… • demonstrate product in use • product in screen for more than a third of duration • make product benefit the main message • demonstrate the results of use How to evaluate creative? Determining the evaluation criteria… Criteria evolved to incorporate thoughts on brand differentiation customer insights simplicity of message an individual company’s approach to marketing in the marketplace 9 How to evaluate creative? Does it contain an inspiring idea? Does it add value to the brand? Is the message clear? Is the point made simply and as powerfully as possible? Does the message come across as relevant and accessible? Is it original? Does it differentiate your product/service/company? Does it have drama, emotion and passion? Could it work for other media? Will it be on budget/possible in the time? What is your gut reaction? 10 How to evaluate creative? Agencies proprietary processes… ‘360 Degree Branding’ - Ogilvy ‘Brand Asset Valuator’ - Y&R ‘McCann Brand Clout’ - McCann-Erickson ‘Disruption’ - TBWA ‘Love Marks’ – Saatchi & Saatchi ‘The T-Plan’, ‘Thompson Total Branding - JWT This feeds into agency creative, marketing, credentials presentations, PR, newsletters etc. 11 How to evaluate creative? Does it contain a ‘Big Idea’ - something that interprets the proposition and strikes at the hearts and minds of the customers in an inspiring manner? Unless your advertising contains a big idea, it will pass like a ship in the night. It is the factor that will motivate your customers and allow your colleagues to grasp what you want to achieve with your communication. 12 3 4 23 24 5 25 26 How to evaluate creative? Establishing the right mindset… As a strategist… Is it on brief/brand/proposition? Is it distinctive? As the target audience… Do I get the work straight away? What insight about me, the target audience, does the work draw upon? Am I inspired by the idea? What does it ask me to do – is it reasonable? 27 Providing usable feedback Provide clear instructions with the following principles… Highlight the positive Identify how you feel about the core idea Leave minor points about the execution to later in the discussion Articulate the problem. Do not anticipate the solution Be honest Do not direct what changes should be 28 Creating a creatively receptive environment Some suggestions for you and the team… Show Cannes Lions or Extreme reels Invite colleagues to attend awards events Have examples of good and bad ads Institute internal campaign brief awards Go on creative training courses 29 Presenting creative effectively Principles of good presentations… Good preparation Clarity (of purpose/of message) Connection with the audience Controlling the environment 30 6 Grad Program Assessment ‘Paper Clip’ Creative Brief Discussion Creative Brief Assessment Overview and marking criteria Creative brief template 33 Evian: Baby & Me App https://www.youtube.com/watch?v=yo6TdT6TRIk 4.5 million downloads Most downloaded app on the Apple store in the entertainment category for 2 weeks 26 million generated babies 4.5 million babies shared on social networks 100,000 tweets around the campaign, with 99% positive sentiments Film https://www.youtube.com/watch?v=pfxB5ut-KTs 135 million views, 6.9 million shares Number 1 most viewed ad of YouTube in 2013 Number 5 most viewed video of YouTube in 2013 More that 350 copycats (which generated 20 million views) Earned media… More than 50 press releases, 300 digital releases and 10 tv releases worldwide 60 free tv exposures 34 Evian: Baby & Me Background… Situation analysis (Challenges) Business objectives (Client Brief) Discuss the following in BOLD:- Target (and insights derived) Communication Objectives Tone of Voice Proposition Key Benefits Reason to believe Audience Takeaway Competitors Deliverables 35 Evian: Baby & Me Situation Analysis (Challenges)… Market growth has become flat. Slightly moderate rebound driven by flavoured and carbonated waters Still water often de-prioritised in the port-folio of nonalcoholic beverages groups Bottled water becoming a trivialised and price-driven category Evian currently fights hard to maintain its leadership in front of growing tap water consumption and competitors that play a tough price war 36 7 Evian: Baby & Me Business objectives (Client Brief)... Reconnect with the youth platform (15+) Reinforce the youth message and build proximity to enhance brand preference and bonding Generate additional volume sales (penetration in premium markets/frequency in mainstream ones) 37 Evian: Baby & Me Communication Objectives…. Reconnect on the in-depth meaning of the youth for the Evian brand Justify the brand utility and give consumers a good reason to pay 3 times the price for water that flows freely on tap, in times of recession 38 Evian: Baby & Me Media Objectives… Create maximum amount of earned media from a low budget Leverage the power of people Prioritise eventful activation and maximise quality of the brand experience Push but don’t impose – expandable via a click, but also skipable. A share logic rather than a mass media pressure with an hour by hour check maximum amount of earned media from a low 39 Evian: Baby & Me Target…. Youths 15+, Evian’s fans, clients and friends Psychographic segmentation - as life expectancy lengthens, youths have become one of the strongest stirring aspiration for people. They do not only expect to live longer, but want to live better. They also feel the need to be empowered, to be at the centre of things and need to be given means to express themselves. Behavioral segmentation – people do not differentiate waters from a rationale standpoint and tend to share beliefs that all waters are equal. Promotion has become a key driver of the category. In economic recession, challenges on purchasing power make consumers more reluctant to buy bottled water which is 3 times the cost of tap water. Bottled water is a commodity and buying it makes you a bad citizen. Media segmentation - they feel the new digital world gives them control over the aspects of their lives. 61% think social media gives younger generations a new power 40 Evian: Baby & Me Creative Strategy… Release entertainment content that touches people, makes them feel concerned and gives them desire to share, engage and interact Break free from the water category rules and act like a big lovable and exciting brand (Evian is not a water brand but a soft drink that is about sheer entertainment) Tone of Voice Exhilarating and entertaining 41 Evian: Baby & Me Big Idea… Invite everyone to meet their inner baby (by shedding new light on the youth benefit) in an explicit and personal manner - starting with their own self Proposition... ‘Express the child we have in us’ (Evian Baby & Me stages encounters of adults with their reflection as babies) Reason to Believe Entertainment content touches people, makes them feel concerned and gives them desire to share