The

W RKSHOP

POWERED BY

W R K S H O P

The

QUESTIONS ABOUTWTHE 5

workshopS

W R K S H O P

The

hat a workshop is?

a structured approach to ensuring that a group of people can reach a predetermined objective in a compressed timeframe,

supported by an impartial facilitator.

W1

A methodology to ENSURE you

reach your destination

W R K S H O P

The

W R K S H O P

The

hy running a workshop?

To UNLEASH your

team’s inner creativity

W2

To UNLEASH your

team’s inner creativity

W R K S H O P

The

W R K S H O P

The

hen doing a workshop?W3

Many factors should trigger the need of running a workshop, both people and subject

oriented.

(it’s not jus about creativity)

Agreement and CommitmentIdeal when the subject requires

buy in and action from other people.

BackgroundWhen dealing with something that needs input from different areas of

knowledge/experience.

Way ForwardWhen dealing with something that requires ACTION, independently if

is something for short/medium/long term.

Creative ApproachWhen dealing with something that

needs an out of the box output.

Many factors should trigger the need of running a workshop, both people and subject

oriented.

W R K S H O P

The

W R K S H O P

The

hat a workshop is useful for?W4

Creative workshops are a fundamental tool for many kind of objectives. They can be run not

only for “ad hoc” projects but for a specific stage of a longer process as well.

PROBLEM SOLVING

W R K S H O P

The

CLAIMSTORMINGINNOVATION COMUNICATION

STRATEGIC FEEDING

Creative workshops are a fundamental tool for many kind of objectives. They can be

run not only for “ad hoc” projects but for a specific stage of a longer process as well.

•New variants development for the core business of

INNOVATION

We run Creative workshops for Innovation in a broad sense.

We help to build new ideas in any aspect of the business in which there’s room for improvement (even if you don’t see it!).

A better or new product/service/experience, a more relevant variant strategy, even a more effective/efficient process…you name it.

W R K S H O P

The

EXAMPLE ARGENTINA EXAMPLE MEXICO

•To stimulate and inject the innovation spirit bacillus within Marketing and R&D teams.

OBJECTIVES OBJECTIVES

Ideation session for different areas of the business based on the innovation canvas process.

•product and services

•Purchase and “in use”

experience

•Internal processes

•Relationship with customer

Creation of potential new themed platforms to build a new brand arquitecture.

COMUNICATION

We help to ensure GREAT BRAND COMMUNICATION, creatively WOW but also

strategically in line with the brandW R K S H O P

The

We are communication translators. We have the ability to speak both, agency and client language because we were at both sides of the desk. We have lot of experience working with both along

the whole communication process, helping them to arrive together to effective and impactful communication/activation.

PROCESSES

The “WHAT” and “WHERE”

The “HOW”BRAND FILTERS

Brand strategyobjectives

BRIEFING CREATIVE

Campaign Idea & Executions

COMUNICATION

W R K S H O P

The

BRAND CAMPAIGN TOOLKIT

COMUNICATION

we are able and happy to collaborate along the whole communication process, since the creation of a new brand/campaign communication idea until the development of a specific campaign executional ideas.

We work in a modular system, you can invite us to participate along the whole process or to hire us just to run workshops

W R K S H O P

The

CreATivEExPlosiOn

Workshopstage

CHANNEL CREATIVITY EXECUTIONS

CORE CREATIVE IDEA

WorkshopstageDevelopment stage Development stage

• Co-creation of BRAND CORE CREATIVE IDEAS, as well as CAMPAIGN IDEASbuilt on the brand’s one.

• We ensure the “executionability” of the idea, avoiding to end up with a “nice idea” but that won’t land.

• We work as agencies’ glue, ensuring first creative work routes for different channel execution work together aligned as ONE campaign

• Creativity, distillation and landing of the final campaign, building from first agencies pre-ideas and evolving with workshop inputs and new ideas generated. During the journey

• We collaborate in the final campaign fine tuning and its communication pack development.

Worked for brand along the whole communication process.

1-A CORE CREATIVE IDEA Workshop facilitation, where we clarified and adjusted the path of the brand positioning, and co-create a new BRAND IDEA.

2-Worked together with Y&R and Digital Agency on landing executions for different campaign creative routes

3- Run a CHANNEL CREATIVITY EXECUTIONS Workshop, to evolve , define and agree final campaign executions .

4-Led the development of the BRAND CAMPAIGN TOOLKIT fed and assisted by the agencies.

COMUNICATION

W R K S H O P

The

EXAMPLE MEXICO

DÁTELOINTEGRATED

COMMUNICATIONAL IDEA

?

RESULTED ON A NEW WINNING BRAND CORE IDEA

+70%PREFERENCE

Over previous brand idea

CLAIMSTORMING

W R K S H O P

The Claimstorming workshops are a fundamental tool to help project teams to give real substantiation and credibility to product benefits, no matter

they are functional or emotional ones.

Claimstormings are not just a brainstorming session, it should be conceived strategically to put in place a clear short/medium/long term

action plan for a brand/range/products claim wise.

CLAIMS MAPPING•Types of benefit and competitiveness strength•Long Term strategic Road-mapping

5 senses DEMOS Ideation

•Identify potential demo areas and their relevance and persuasiveness

CLAIMS GENERATION and CLUSTERING

•Generation of a wide stretching kind of claims •Filtering and Clustering on relevant strategic themes

CLAIMSTORMING

W R K S H O P

The

A strategic range approach recommendation with claims clustered by brand territory’s growth pillars within the target category

EXAMPLE GLOBAL

Workshop facilitation to develop new killer claims for the construction of a sub-range concept re-launch for

OBJECTIVES

OUTPUT

Concepts DevelopmentsIngredients & Range Naming

Strategic analysis and market RE-Segmentation

Brand category territory definition and its pillars identification

Claims brainstorming for each of the brand territory’s pillars

1 2 3 4

CLAIMSTORMING

W R K S H O P

The

Huge experience working in Unilever NA leading a multi disciplinary team to

develop competitive and non competitive claims for Deodorants category that ended up in market

winning communication

EXAMPLE NORTH AMERICA

Degree deodorants don’tgive odor a fighting

chance

-Body responsive formula

starts acting immediately and

responds the moment your temperature rises

or life gets intense--andkeeps odor from

EXISTING

Secret fragrance fades along the

day, while Degree releases extra

bursts of fragrance all day long

-Protection in sync with your body

Others go on clear. Only Degree Ultra

Clear stays that way

-100% Little BlackDress Approved

CONSUMER

PRODUCT

•Opportunity 1: xoxoxo

•xoxoxox

•Opportunity2: xoxoxo xoxox xoxox

•Opportunity3: xoxoxo xoxox xo

•Opportunity1: xoxoxo xoxoxox•Opportunity 2: xoxoxoxoxox

•xoxox

•Opportunity3: xoxoxo xoxox xo

•Opportunity1: xoxoxo xoxoxox

•Opportunity2: xoxoxo xoxox xoxox

•Opportunity3: xoxoxo xoxox xo

ROUTE TO

MARKET

PROBLEM SOLVING

OBJECTIVES

EXAMPLE ARGENTINA

Their objective is to help clients to UNLOCK problems/issues that “at the surface level” seems to have no solution, or at least not a more

effective new one.

Problem Solving workshops are not specifically marketing oriented, they are useful for any subject/area of the business, from supply chain

until HR, for example.

MISSION: YOYOYOYOY YOYOYOY YOYOYOY YOYOYO

PORTFOLIO STORYWHAT

APPROACH 2

TARGET AWHO

HOW

TARGET B

APPROACH 1

Many opportunities to solve the project objective were identify in the defined 3 key areas of the business

• Re-think and Re-solve the route to market access long term strategy for one of its products brand• Search for strategies that speed up the brand fidelity process with new distributors• Portfolio sustainability

A new strategic model was developed to approach the market

W R K S H O P

The

STRATEGIC FEEDING

We also make valuable use of workshops as specific milestones of longer marketing processes, in order to co-create, feed with information and POVs , build team spirit,

and get alignment/commitment amongst others.

BRAND ARCHITCTURE

W R K S H O P

The

W R K S H O P

The

ho to hire for running a workshop?W5

A workshop facilitator has always to be a skilled person, impartial with no stake in the outcome of the workshop.It always should come from outside.

At we LOVE running workshops, literally.We are like a Workshop Factory, where we carefully plan and build

them, step by step, each of their moments, depending the objective, the type of clients and their needs, and specially thinking what our

long experience says what is right for that specific session.

W R K S H O P

The WE WANT TO HELP YOU!

STAKEHOLDERSINTERVIEWS

PROJECT ANALYSIS

PROJECT BRIEFING

PROJECT PROPOSAL

PRE-WORK

WORKSHOP

REPORTWORKSHOP

PREPARATION

PREWORKSHOP

PRE-WORKSHOPLOGISTICS

FLOW,STIMULUS,

EXCERCISES & PRESENTATIONS

PRE-WORKSHOPLOGISTICS

Led by CLIENT

Led by BERDO+Shared leadership

Physical in/output

Non Physical

in/output

WORKSHOP MATERIAL

DISTILLATION

We treat a Workshop project as a detailed step by step process. The Workshopitself is just 1 stage along

the whole project.

WE WANT TO HELP YOU!W R K S H O P

The

W R K S H O P

The

STAGE 1FERTILIZATION

STAGE 2GERMINATION

METODOLOGÍA

IMMERSION

MIND UNLEASHINGCreative process and distillation in

tangible applicable ideas

FLYING & LANDING

THE Workshop STAGE

FOOD FOR THOUGHT Understanding of the task

InformationInspiration

W R K S H O P

The

STAGE 1FERTILIZATION

IMMERSION

FOOD FOR THOUGHT

CONSUMER/SHOPPER CONNECTIONS

THE Workshop STAGE

PROJECT BACKGROUND

INSPIRATIONAL TOPICS

OPEN DEBATE AND CONCLUSIONS

SPECIAL SPEAKERS

Within the 2 main steps required in a workshop, there are many elements we might consider to build your specific workshop.

W R K S H O P

The

STAGE 2GERMINATION

METODOLOGÍA

MIND UNLEASHING

FLYING & LANDING

THE Workshop STAGE

BRAINSTORMING

MIND

MAPPING

SCAMPER

BRAIN

WRITING

6 HATS

ATRIBUTES LIST

MORPHOLOGICANALYSIS

ETC.

EXCERCISES

IDEATION

CO-CREATION WITH CONSUMERS

Within the 2 main steps required in a workshop, there are many elements

we might consider to build your specific workshop.

MARKETING CONSULTING

Added value to your business

W R K S H O P

The WHY US?A broad experience in different categories/brands/regions

WE TAKE IT PERSONAL

Contrary to the rest of facilitators, we GET INVOLVED.

We take an ACTIVE ROLE, in order to understand all the aspects that can contribute to a better output

and recommendation.

A 360 UNDERSTANDING

OF THE BUSINESSWe are the only ones were on the 3 sides of the desk: client –advertising agency – consulting. We are not regular facilitators, we really understand what you are dealing with.

WE HAVE SENSIBILITY

We have the skills needed to run different kind of workshops, and

to adjust it along the road depending the changing needs, participants, mood, and issues.

W R K S H O P

The WHY US?

We are different We don’t just facilitate

WE GIVE YOU AIn workshops facilitation

The

W RKSHOP

POWERED BY

Added value to your businessMARKETING CONSULTING

Ale Berdomasdirector

Marcos Paz 4585 – C1419CMB – Buenos Aires - Argentina

aleberdomas@gmail.com

Tel: +54.9.11.6567.7803

Strategy Brand Equity Innovation Communication