how to account service a regional account
TRANSCRIPT
The things we do…
Weekly - Internal WIP & Finance WIP. No WIP with Client
Fortnightly – internal review of Competitor activities. Monthly Competitive Review to be sent out by the 3rd
of the following month Marketing Budget control Update Clients on weekly basis Act as reference point for all project co-ordination
between markets
One key/master contract versus localized contractsOne lead market versus localized executionsProduct focus vs. market focusRemuneration (Hours, retainer, fees, commission etc.)Local adaptations vs. local development – what are the parametersDealings with local client levels or regional client levelsResponsibility / accountability Key contactsCoordination with media/printers/3rd party vendors; if applicable
Different types of processeses
Then: Three regions Country focus Local, regional and global brands Unique packaging Specialized SKUs One off introductions Local executions Create it here Focus groups, gut judgment Disparate perspectives
Now: One Platform Category focus Global & Platform brand focus Packaging alignment Product harmonization Coordinated launches Global & Platform campaigns Adopt, adopt, platform wide efforts Sig./sig. Centralized view
Our Ad Development Starting Point
Asia: Regional advertising development process was created and
implemented two years ago in Asia While not perfect, process has helped, along with other practices,
to drive the creation of a more effective and efficient advertising program
Americas: There was no established, formal regional production process The sheer volume of work and differentiation on many of the
SKU’s and brands advertised made this a very difficult proposition
Recently, there appears to be more coordination than before
Key Learnings
Volume of work, even in Asia, was very heavy 20+ creates, all must be followed, if not, closely managed 60+ adopts, adapts, revisions, which must be managed almost as
closely as creates Americas makes this look like “child’s play”
No one was “the font of all knowledge” and cooperation between the local and regional was critical for success
Local had greater insights on competition, marketplace and target Regional had more knowledge of brand and equities as well as a
better perspective of the needs of other countries Time was not our friend
Local teams wait to both start and approve work as if they controlled the calendar
Regional leadership is difficult to schedule and “24 hour” like turnaround expectations are unreasonable
Key Issues Process Must Address Garnering right strategic inputs:
Local: Target, market and competitive Platform: Brand and campaign equities; link between Champion and
Participating countries (align Champion and Participating country requirements)
Managing timing: Significantly adjust the typical “fire drill” timelines to be sensitive to others schedules
Leadership/Approvals: Get the right people at the right time Global & Platform brands: Platform Marketing Directors lead, Managing
Director-Marketing/President sign off at key steps Local brands: Local MD’s lead
Action Standards: Sig./sig. in all countries where tests are conducted; adopts/adapts of sig./sig. work in all other cases
Split copy test results (i.e. sig./sig. in one country and missed hurdles in another) will be addressed on a case by case basis
Ultimately, we will look to leverage experience in copy testing same executions across different countries to better predict patterns and deal with special situations
Developing Platform Brand Portfolio & Classification
Category Global Platform Local*
Pest Control Baygon, Raid, OFF! Autan**, F-Killer**, All Out**, Paral, Skinguard**
Finis, Mosfly, Ratgon, Tikal, Skinguard, Mafu, Fuyi, Formitox, Oko, Mas
Air Care Glade (Brise), Oust Bayfresh**, Lysoform
Home Cleaning Pledge (Blem, Pronto, Pride), Duck (Pato), Mr. Muscle, Glade
Lysoform, Bayclin, Kabikiller, Pipe Unish, Shut
Beautiflor, Brishine, Bravo, Brilhol, Brillosita, Ceramicol, Completo, Colorfiel, Drano, Echo, Efro, Favor, Genie, GloCot, fantastik, Glomosa, Johnson, Klir, Klaro, Dremosa, Optimum, Purex, Pass, Quick, Roma, Roma Coco, SC Johnson, Valor Cementik, Vero, Axi, Crew, Clear, Daily Pure, Goodards, Finis, Freedom, Future, Hi-Glo, Java, Johnson Wax, Jubilee, K&F, Kantarch, Karakurin, Pato Purific, Plexon, Stubborn Dirt, Tenpuru, Terra Care, Windex, Vanish, Yukapita, Zukkurin
* Many Local brands are candidates for consolidation into Global brands; **Aligns with global positioning
Overview of Developing Platform Ad Process for Global and Platform Brands
Approval Roles and ResponsibilitiesPlatform Marketing
DirectorsManaging Director-Marketing/President
Concept Development
USP, Positioning etc. approvals
Creative Development & Approvals (including GSARA)
Animatic Development & Copy Testing
Shooting Board
Final Production
Final approval
Final approval
Secondary
Final approval
Secondary approval
Final approval
Secondary
Final approval
Final approval
Secondary
Secondary
Secondary
4 weeks
2 weeks
7-8 weeks
2 weeks
5-6 weeks
Timing
TBD
See appendix for detailed step by step actions
Appendix: Ad Process - Step by Step
MANAGING
DIRECTOR-
MARK ETING/
PRESIDENT
PLATFORM MARK ETING
DIRECTOR
Step1: Gather regional and champion country team
X
Step 2: Draft concept for approvalY
Step 3: Garner feedback for draft conceptY X
Step 4: Final approval of conceptX
Step 5: Test concept (qualitative and quantitative)
X
Step 6: Modifications/refinements to concept
Y
Milestone Step
Validation of concept to be used as basis for for advertising development
X
X = Lead Decision MakerY = Provide Input
Y (concept tested local)
X
Y
Y
X
Y
Phase 1: The Concept
Y
Y
Y
Client Agency
Action Steps
Roles and Resposibilities
CHAMPION COUNTRY
MANAGING
DIRECTOR-
MARK ETING/
PRESIDENT
PLATFORM MARK ETING
DIRECTOR
Step1: Review concept test results for BAR implications
X
Step 2: Draft initial BARY
Step 3: Garner feedback of draft BARY
Step 4: Moidifications/revisions to BARY
Step 5: Obtain clearance for claims/key support points
X (GSARA)
Milestone Step
Final Approval of BARY X
X = Lead Decision Maker
Y = Provide Input
Y
Y
X
Y
Y
Phase 2: BAR
Y
Y
Y
X
X
X (Local issues)
Y
Client Agency
Action Steps
Roles and Resposibilities
CHAMPION COUNTRIES
MANAGING
DIRECTOR-
MARK ETING/
PRESIDENT
PLATFORM MARK ETING
DIRECTOR
Step1: Creative development, testing and production timeline
Y
Step 2: Approval of timeline X
Step 3: Assign Creative team; begin creative development
Step 4: Initial creative presentation Y
Step 5: Revisions to creative Y
Step 6: Obtain clearance for all claims/copies (including GSARA)
X
Milestone Step
Creative approval X Y
X = Lead Decision Maker
Y = Provide Input
Roles and Resposibilities
Y X
CHAMPION COUNTRIES
Y
Phase 3: Creative Development & Approvals
X
Y
Y
Y
Y
X
Client Agency
Action Steps
Y
Y
X
Y
X
MANAGING
DIRECTOR-
MARK ETING/
PRESIDENT
PLATFORM MARK ETING
DIRECTOR
Step1: Contact ASI/MWB and coordinate copy testing X (Research Director)
Step 2: Prepare an estimate for animatic production
Step 3: Approve animatic production estimate Y
Step 4: Produce and present animatic Y
Step 5: Revisions to animatic Y
Milestone StepFinal approval of animatic for copy testing
Y X
X = Lead Decision Maker
Y = Provide Input
Y
Y
X
Y
X
YX
AgencyClient
Action Steps
Y
Y
X
Roles and Resposibilities
CHAMPION COUNTRIES
Y
Phase 4: Animatic Development & Copy Testing
MANAGING
DIRECTOR-
MARK ETING/
PRESIDENT
PLATFORM
MARK ETING DIRECTOR
Step1: Receive and review copy test scoresY
Step 2: Prepare next step recommendationY
X
Step 3: Revisions to creative (or start back from BAR phase)/develop final storyboard
Y
Step 4: Obtain clearance for any new/revised claims/copies (including GSARA)
X (GSARA)
Milestone Step
Approval of shootingboard for final production
X Y
X = Lead Decision Maker
X (local cleanrance)
Y
Action Steps
Y
X
Y
Y
Client Agency
CHAMPION COUNTRIES
Y
Phase 5: Shooting BoardRoles and Resposibilities
X
MANAGING
DIRECTOR-
MARK ETING/
PRESIDENT
PLATFORM MARK ETING
DIRECTOR
Step1: Bid job/prepare production estimate and timetable
Y
Step 2: Approve estimate Y
Step 3: Obtain final approval for commercial Y
Step 4: Pre-production-talent, music, etc approvalsY
Step 5: Shoot Y
Step 6: Present rough cut Y
Step 7: Revisions to rough cut Y
Step 8: Finish commercial Y
Milestone Step
Approve final commercial for airing Y X
X = Lead Decision Maker
Y = Provide Input
X
Y
X
X
X
X
Y
Action Steps
Roles and Resposibilities
CHAMPION COUNTRIES
Y
Client Agency
Y
X
X
Y
Y
Y
Y
Y
X
Y
Phase 6: Final Production
Pest Control – Equity Development Projects
Brand Status Key Issue/Need Lead Timing
Baygon/ Raid
Brand Equity Guidelines completed
Proper and consistent implementation
Developed and Developing
Ongoing
Repellents Positioning approved, broadly, with the ability to address different usage occasions between and among the two platforms
Rumble Off! campaign Develop approaches behind Kids
and Family lines (including disease)
Test/evaluate/approve campaign approach
Develop campaign guidelines
Developing May – Nov.
Global and Platform Pest Control Key ProjectsFIK Blossom – F-Killer
Action Steps Completion (w/o) Duration
Claim Development November 20, 06 TBD
BAR December 4, 06 2 weeks
Creative Development & Approvals January 1, 07 4 weeks
Animatic Development January 22, 07 3 weeks
Copy Testing February 19, 07 4 weeks
Shooting Board March 5, 07 2 weeks
Final Production April 9, 07 5 weeks
On-air Date April 16, 07 1 week
Champion Countries:
Creative Development
Champion Countries:
Copy Testing
Participating Countries
Korea Korea Korea
Will re-use existing spot.
Global and Platform Pest Control Key ProjectsIACIK – Raid Marlin
Action Steps Completion (w/o) Duration
Project Initiation October 23, 06 1 week
BAR November 6, 06 2 weeks
Creative Development & Approvals December 4, 06 4 weeks
Animatic Development January 8, 07 5 weeks
Copy Testing February 12, 07 5 weeks
Copy Test Results & Direction if Failed February 26, 07 2 weeks
Creative Development & Approvals March 19, 07 3 weeks
Animatic Development April 9, 07 3 weeks
Copy Testing May 14, 07 5 weeks
Shooting Board May 28, 07 2 weeks
Final Production July 9, 07 6 weeks
On-air Date September 3, 07 2 weeks
Champion Countries:
Creative Development
Champion Countries:
Copy Testing
Participating Countries
Argentina Argentina Argentina, Chile, Uruguay, Mexico, Central America, Andean
New kickoff date TBC. See below
Global and Platform Air Care Key ProjectCompleted Projects
Project Name Lead Country Participating Countries
Completion date On air date
Mr Muscle Destroyer
Argentina South Africa (TBC) November ‘06 On air
Mr Muscle – Pre-spotter
Argentina November ‘06 January ‘07
Mr Muscle – Kitchen HD
Platform Indonesia, Philippines, Malaysia, Singapore, Taiwan*, Venezuela, Mexico, Argentina, Central America, South Africa, Central America, Brazil (’08), India, MENA, Australia, New Zealand
November ‘06 First on air date December ‘06
Mr Muscle – Mold and Mildew
Platform Philippines, Singapore, Malaysia, Indonesia, Thailand
November ‘06 December ‘06
Executive Summary/ Implications
30” copy should be the norm for DING production Avoiding comparative ad is the safest choice, although generic
categorical comparative ad could be done for the whole Platform, close collaboration with SCJ is still mandatory.
Family, kids and pets tend to work very well in general. Humor is difficult to achieve across platform, but light-hearted and positive tone is definitely welcomed in everywhere
Linear message with product benefits, simple storytelling with real life situations tend to work well across platform with few exceptions (Thailand, for instance)
There are many legal guidelines concerning especially Pest Control category, very close collaboration with SCJ and local agencies must be the norm practice to ensure accuracy and efficiency
Average SCJ copy duration
Average competitor’s copy duration
Can we make competitor claims? To what extent?
Guidelines of what is not allowed in the country
Some “do” that have worked well in the past
Some “don’t” that have worked well in the past
20” 30” No Not allowed to feature the following: dogs/ pigs/ mythical creatures (dragons, etc.) Strapless tops and “indecent outfits” (bikinis, etc.) Very strict regulations for pest control products – consult closely with SCJ legal
N/A N/A
Malaysia
Average SCJ copy duration
Average competitor’s copy duration
Can we make competitor claims? To what extent?
Guidelines of what is not allowed in the country
Some “do” that have worked well in the past
Some “don’t” that have worked well in the past
30” 30” Only general category comparisons are allowed, cannot compare brand to brand
Religion, superstitions, sex, superlative claims (unless substantiated with data)
N/A N/A
Singapore
End In Mind“How do I build an International Sub-Master?”
Technology/
Product Brand
Positioning/
B*A*R Creative IdeaCopy Testing Execution
Single technology.
OR
Base + low cost version.
Single global brand. Single B*A*R
Single global creative idea, easily adapted, rapidly deployed.
Rapid, efficient qualification
Limited number of executions.
Strong production efficiencies.
-Significant difference in underlying technologies/ products.
-Pricing issues.
Brand entropy.
-Multiple concepts.
-Varying competitive realities.
-Varying frames of reference.
Countries want to customize.
Need for local testing to confirm appropriateness for individual markets.
Cultural differences.
Languages.
Packaging variations.
Migration?
Accommodation?
-Limit concepts to 1+1A for D’ing and D’ed
-Address only true deal breakers.
-Lead market copy development and testing.
-Template approach to creative
-Lead market testing only
-Qualitative in locals?
Pre-production planning
Template approach to production
Ethnically neutral casting
Global talent buy-outs
Idea
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