advertising process-may 2003 workshop
TRANSCRIPT
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Brothers in arms
Account Planning
Account Mgmt
Creative Media Planning
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Key milestones
The creative brief/media brief
Creative development
Client presentation
(Communication strategy,creative,media)
Client approval
(strategy, creative, media, production costs, legal)
Ad Production
Release of material to media
Billing and collection
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Where do I begin?
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Category analysis
Category information and analysis
Market size and growth
Trends in the category
Key players and their brandsBrands and their shares
Brands and their price points
Brands and their history
Brands and their communication over time
Brands and their media history
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Category analysis
Market size and growth
How big is the market?
Is it growing/ degrowing?
Dynamics of the categoryHypothesis of why this is happening
Sources of information:
ORG data
Secondary sources: ET, Information on the net
Clients internal information
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Category analysis
Trends in the category
How is the market segmented?
Are there any trends emerging?
What are factors responsible for these trends?Policy change, social change, consumer change, economic
pressure?
Are there any new trends that could emerge?
Are there any constraints/boundaries/rules to follow
Liquor/cigarettes
Sources of information:
ORG data, segmentation study, Clients internal
information
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Category analysis
Key players and their brands
Who are the key players, what are their brands?
What are their market shares
What are their price points
What are their positionings/differentiators
What is their communication history
Sources of data
ORG, Clients internal information
Market visits
Ads sourced from libraries/TV ADindex/Magindia/net
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Category analysis
Brands and their media history
Analysis of spends in the category over time
Analysis of media mix
Analysis of markets and geographies targeted bybrands
SOE, SOV, Reach-frequency analysis, scheduling
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Questions to the client
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Key questions: client
What is your business issue?
What is the communication challenge?
Who are your consumers?
What is your differentiator?Why should I believe it?
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Business issue
Define his business issue
Axe sales is static because it is not able to recruit
young consumers who think that the brand isdated
Clinic Plus is losing share in the metros as the
consumers are moving into beauty brands
TVS tyres presence in the replacement market is
very
low as consumers perceive MRF to be a better
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Business issue
Define his business issue
Not
I want to launch a brand of coffee
I want to relaunch my brandI want to get a share of 10% in the market
I want to grow
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Communication challenge
Define the communication challenge:
Axe: Reconnect with the young consumer
Clinic Plus: Reconnect with the metroconsumers by
making Clinic Plus health and cosmetic values
desirable.
TVS tyres: Build a relationship with the OE
consumer and build credibility of TVS tyres.
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Communication challenge
Define the communication challenge:
Not
Create impactful launchBrand should become top of mind in 3 months
Need to sell 300T in 5 months of launch
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Who is your consumer?
Who buys my brand?
Why does she/he buy it?
What is her/his demographic profile?
What is her/his psychographic profile?
Source:
Consumer profiling study and other researches
done by the clientAnalysis of demographic profile from IRS
Analysis of psychographic profile: TGI IMRB
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What is your differentiator
In what way are you different from other brands in
the market?
The differentiator should be important, credible
and different
If functionally brands are on par, look to
differentiate in the emotional space
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Why should I believe it?
Why should I believe your proposition?
Ingredient
Unique Process
DemoEndorsement
Trust
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Once you have this
knowledge
work with the
insight mining toolkit
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Whats an insight?
A deeply felt human truth that feels as relevant to
the brand as it does to us
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Whats its value?
Touches a nerve
Draws us in
Feels personal
Sticks with us
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The Paradox
If thats so, why does there seem to be so much
un-insightful advertising?
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Real Insights get sacrificed for false causes
More Information
Shout Loudly
Borrowed Interest
Fabricated Insights
Creativity for creativitys sake
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Good Insights are hard to find
People dont tell you insights, they have to be
discovered
Insights are discovered by asking questions
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Ask the right question,
youll get the right answer
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Our Approach to questioning
Its revealing to ask the right questions
Its more revealing to ask wrong questions
Its inspiring to look at examples from outside our
businessThe more you ask the more likely you are to get to
the right insight
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ASK RIGHT AND WRONGQUESTIONS IN EACH:
ContextConsumer
Brand
Comms
Comp
Social
We dig for insights in three mines
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We ask them all from one perspective:
Consumer
Brand
Context
THE HUMAN PERSPECTIVE
We dig for insights in three mines
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Rigour
The right
questions
Each game follows a course
THE BUSINESS ISSUE
COMMUNICATIONS TASK
BIG CONSUMER
INSIGHT
Provocation
The wrong
questions
Discoveries
New facts,
new
thoughts
Connections
Consumer,
brand,
competitivecontext
WHO TO ASK
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Ruthlessly judge insights at the end
Does it
Address Business Issue
Personally Involve Consumers
Inspire Creative Ideas
Build Brand Relationship
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Insight mining leads to cases like these
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French Lottery
Business Issue:
Less people playing the lottery because new
games seem more exciting to play
Communication challengeBring players back by putting the fun back into
playing
Trigger question
What would a fanatic say?
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When you play you can dream of changing your life
French Lottery
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Axe
Business Issue:
Axe sales static due to aging brand profile. It is
failing to recruit young males because of its dad
image
Communication challenge
Reconnect with the youth
Trigger question
What does the target dream of?
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Every man dreams of a woman making the first move
Axe
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Brand Stock
Writing the blue print of
the brand
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Brand Stock Current
Brand Stock Future
Brand Branch
3 components
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Brand Stock Current
A tool to understand how the brand relates to the
consumer
Brand Stock Future
A tool to determine where the brand
could/should be
Brand Branch
A tool to evaluate brand extensions and brandportfolios
3 functions
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Brief
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What is the brief and for whom?
For Creatives:
A stimulating summary of communication objectives
For Clients:A stimulating first step that sets objectives
For Account Team:
The last stage in strategy development that forcesdecisions
For All :
An agreed basis for judging
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A good brief
5 Ways to Recognise One
Clear
Coherent
Concise
Competitive
Stimulating
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A good brief
Clear : In what it is trying to express
Coherent : All sections form one integrated point
of view
Concise : Eliminating all details that are notvital to get a creative solution
Competitive : Setting priorities: not a shopping list
of all that must go into the advertising
Stimulating : Taking a stand that can evoke a creativeresponse
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Key questions
What are the marketing objectives?
Why do we want new advertising?
Who is the target audience?
What do they think?
What would we like them to think?
What is the insight?
What should the advertising say?
Why should they believe it? Are there any mandatories?
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A bad brief
5 Ways To Recognise One
Over promising : Exaggerating brand performance
Over straining : Focusing on minor differencesvs.
other brands because major
differences cannot be found
Lacking precision : Vague and ambiguous on
contentLacking focus : Covers all options, fails
to
express uniqueness of the brand
Uninspiring : Full of detail and jargon andblah,
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The briefing meeting
Communicate
Motivate
Inform
Inspire
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The briefing meeting
The written brief should come at the end of the
briefing process.
It should be brought to life in a briefing meeting.
It should be clear, coherent, concise, competitive
and stimulating
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Creative development
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Advertising Idea
The Advertising Idea is a creative vehicle that
dramatises the brand differentiator
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Executional idea
The Executional Idea is an expression of the
Advertising Idea which strengthens its impact to
keep the idea fresh
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Using AIM to Judge
Attention
Cut through - impact, enjoyable and involving
Identity
Branding should be intrinsic
MessageBuilt on discriminator
Easy to follow, not confusing
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Client Presentation
C
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Client Presentation
Recap brief, briefly
Focus on the insight, discriminator and creative idea
Present the creatives across media
Prove campaignabilityBelow the line initiatives
Customer relationship initiatives (if required)
Rural initiatives (if required) Interactive initiatives (if required)
M di Pl
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Media Plan
How much money should be spent?
How should it be spent
Defines the media target consumer
What is their media habit
What should be the strategy to reach them
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Client approval
Cli t l
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Client approval
After iterations, changes, modifications
Final approval is got for every item that is going in
for production
Approval or creative units
Legal and technical approval of creative units
Production costs approval
Media plan approval
Shadow plan approval
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Production
TVC d ti
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TVC production
Storyboard of the film sent to channels for approval
Brief films department through a film brief
Film exec does an internal costing
Creative and film exec shortlist 3 producersAll three producers are briefed and quote received
Agency recommends one producer to client
Client approval sought, estimates get approved
Film discussed in detail with the chosen producer Internal pre-production meeting done to finalise shot
breakdown, treatment, location, models, costumes
etc
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P P d ti
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Press Production
If there is a visual in the ad, decide whether it needsphotography
If so, identify photographer and brief him
Get quote approved by the client along with
advanceDo pre-production meeting with photographer.Decide models, location, clothes etc
Shoot, select pictures, system correct if required
Make artworks and positivesProof checked and client approval sought
Positives made as required by the media plan
Send positives to media buying for release
P i t P d ti
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Print Production
If there is a visual in the ad, decide whether it needs
photography
If so, identify photographer and brief him
Get quote approved by the client along with advance
Do pre-production meeting with photographer. Decide models,location, clothes etc
Shoot, select pictures, system correct if required
Decide on an economical size
Make artworks and positives accordingly
Brief 3 printers and get the best quote approved by client alongwith advances
Hand over positives for printing, check proofs before final lot is
printed