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THANKYOU

Friday, April 13, 2012

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AGENCY TYPESIN GHANAFull Service Agencies

Theyarethetradi+onaladver+singagencies,generallyconcentra+ngonabove-the-lineadver+singbutofferinga

fullservice,includingmarke+ngresearch,andbeingequippedtohandleradioandtelevisionadver+sing.They

tendtohandlethebigmul+-millionGhanaCedicampaignsforthelargestadver+sers,especiallythosewhichuse

networkedtelevision.E.g.ScanadGhana,OgilvyAfrica,LoweLintas,Origin8,etc

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JasonNartey,CDSCANADGhana

P.0204385220/[email protected]

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mailto:[email protected]:[email protected]:[email protected]

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AGENCY TYPESIN GHANAMedia Independents

Theseagenciesdevotetheirskillstomediaplanningandbuying.Theydonotplancompleteadver+sing

campaigns,norcreateorproduceadver+sements.Theyarerecognizedbythemediaownersbuttheydonotrely

en+relyoncommissionfortheirremunera+on.Somemediaindependentschargeanagreedpercentageofthe

mediaspend,someashareofagencycommissionandothersafeebasedonworkloadandvolume(therecanbe

combina+onsofcommissionandfee).Examplesinclude,OMD,MediaCom,Caratetc

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AGENCY TYPESIN GHANADirect Response Agencies

Directresponsemarke+ngisthemodernfaceofmailordertradingandgoesbeyondtheworkofdirectmail

housestoembrace'off-the-page'directresponseadver+sing,inserts,directmailandcatalogueselling,mail

drops,andnewformsofdirectresponsemarke+ngsuchasoffersoncommercialTVwithphone-inorders,useof

creditandchargecards,andcomputerizedrecordingoforders.EXP

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AGENCY TYPESIN GHANAA La Carte Agencies

Oncecalled'hotshops',buynomedia,donotthereforerequirerecogni+onbecausecredit-worthinessinrespect

ofmediapurchasedoesnotapply,andconcentrateoncampaignplanningandcrea+vityforwhichtheycharge

fees.Thus,aclientcanuseamediaindependentandanalacarteagency,andgetthebestofbothworlds.

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AGENCY TYPESIN GHANAExperiential Agencies

TheseAgenciesfocusonthosemarke+ngeventsthatengageaclientscustomers.Theseeventsrangefromtrade

launchestoconcerts,awardshows,corporatesoirees,customerworkshopsetc.Examplesinclude,SwivelGhana,

CharterHouse,

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mailto:[email protected]:[email protected]

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AGENCY TYPESIN GHANADigital Agencies

TheseAgenciesdelivermarke+ngcommunica+onsac+vi+esontheinternet.Theirscopeofservicesrangefrom

Webdesign,BannerAdver+sing,SocialMarke+ng(Youtube,Facebook,Pinterest,G,Linkedinetc).Some

examplesinclude,ExplainerDC,

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AGENCY TYPESIN GHANAPR Agencies

TheseAgenciesfocusonacompanyscorporateandsocialimageandcommunicatethecompanysac+vi+esby

wayofcorporateandsocialresponsibilitytothegeneralpublic.ThePRAgenciesplayacri+calroleinkeeping

majorstakeholders(Government,PartnerIns+tu+ons,RegulatoryBoards,GeneralPublic,Shareholdersetc)

informedaboutacompanysac+vi+esandperformance.Examplesinclude,Stratcom,OgilvyPR,

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AGENCY SELECTIONPROCESS IN GHANAThe Start of Relationships

Therearesimplemethodsforchoosinganagencysuchasfindingoutwhoproduced-acampaignthattheclient

admires,orcheckingthe'namesofagenciesandtheirclientlistsonline.Anewadver+serwithnoknowledgeof

agenciescouldasktheAAGforalistofagencieslikelytobeinterestedinservicingtheaccount.

3Methodsinprac+ce:

1.AgencyisselectedonMeritofCreden+als

2.Agencyisaskedtodemonstratecapabilityinresponsetoaliveclientbrief-Pitch

3.Agencyisselectedbydefault-GlobalAffilia+on

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AGENCY REMUNERATION

METHODS IN GHANAHow we get paid

Thereare2commonwaysAdver+singAgenciesinGhanagetpaid

1.Retainer

2.ProjectCostCommission

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A BRIEF INTRODUCTION

FUNCTIONS INADAGENCYKey Departments

ClientServiceDepartment

StrategicPlanningDepartment

Crea+veDepartment

MediaDepartmentFinance&Admin

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FUNCTIONS INADAGENCYClient Service Department

Responsibleforthedaytodaymanagement&execu+onoftheclientsmarke+ngcommunica+onsplan

KeyAc+vi+es

Liaisingwiththeclientonnewbriefs

Liaisingwiththestrategicplanningandcrea+vedepartmentsondevelopmentofcommunica+ons

ManagingtheAgencysfinancialtargets

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FUNCTIONS INADAGENCYStrategic Planning Department

Responsibleforthemarke+ngcommunica+onsdirec+on.Informstheen+reprocess.

KeyAc+vi+es

Marketresearch

Monitorandevaluateconsumerbehavior

Generateconsumerinsights

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FUNCTIONS INADAGENCYCreative Department

Responsibleforthedevelopmentofcommunica+onideasinresponsetothebriefandinsyncwiththeStrategic

direc+on.

KeyAc+vi+es

Copywri+ng

Art-direc+on

Design

Produc+onManagement

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FUNCTIONS INADAGENCYMedia Department

Responsibleplanningandbuyingofrelevantmediainresponsetothebriefandonallocatedbudget

KeyAc+vi+es

Planningintensityandspread

Nego+a+on

Monitoring

Evalua+on

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Before we move on...lets

talk.

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Sample Brief...

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VODAFONE CALLER TUNES

MUSIC TO YOUR EARSTHE BRIEF

Background:Thegoal of VodafoneGhanafor theupcomingfinancialyearis to stronglyconsolidateitsmarket share aswell asgrowthe businesstobecometheclearNo.2operatorinthecountry. VAShasbeenidenCfiedasoneofthe leversthatwill help usachievethisgoal.VeryliElepromoConal

acCviCeshavebeencarriedoutinthepastbyVodafonetoadverCsetheseexciCngservices.ThisyeartheobjecCveistofocusonRBT.

RBTMechanics:SMS:TextthewordSTARTtoS134tosubscribe.TextSONG+Songodetosc134IVR:Dial134&followthevoiceprompts.OtherWays:Pressthestar(*)buEononyourphonewhilelisteningtoacallertunefromafriendsphone

MonthlysubscripCon50GpSongdownload30GpommunicaConObjecCve

reatemaximumawarenessamongtargetaudience.

HaveastrongcalltoacConthatwillgenerateaquickresponsetoValueAddedServices

TargetAudience

Primarytarget

Trendyyouthcu^ngacrossallthe3valuesegments,i.e.LV,MVandHV.

Secondarytarget

AllcustomersontheVodafoneplaorm

ustomersfromonothernetworks

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VODAFONE CALLERTUNES

MUSIC TO YOUR EARS

THE BRIEF contd.

WhatistheConsumerInsight?

ThetargetmarketisacFve,trendyandverypassionateabouttheirfavouritehobbies/acFviFes.Theyarehappyto

subscribetoregularcontentupdatesofinterestatanaffordableprice.

ThetargetmarketwantstoenjoyothervalueaddedservicesapartfromtheseasonalpromoFonaloffers.

Deliverables

AgencyisrequiredtoprovideAdverFsing/ExecuFonalideasforATLandBTLcommunicaFon;

TVA30secad;thiswillbeusedasthekeydrivertoachieveimmediateimpact.

RadioSpotAdsandLPMs

30secadsin5differentlanguagestocreateawareness

English,Twi,Ga,Ewe,Dagbani

LPMshastoexplainintodetailthevariousservices

Online

Webbannerswhichwillbeplacedontherelevantwebsitesi.e.Ghanamusic.com,GhanaWeb.

Billboards

Thiswillbeinhightrafficareas

BTLmaterialsrequiredwillbeforflyers,t-shirts

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THE PROCESS

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CLIENT SERVICECLASS DISCUSSION


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THE PROCESS

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STRATEGIC PLANNINGCLASS DISCUSSION


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THE PROCESS

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CREATIVE DEPARTMENTCLASS DISCUSSION


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THE PROCESS

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MEDIA DEPARTMENTCLASS DISCUSSION


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Some work...

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THANKYOU

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