CREATING A LARGER SHARE OF FUTURE FOR ... - TBWA… · BenchmarkGroup An affiliate of TBWA...

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CREATING A LARGER SHARE CREATING A LARGER SHARE CREATING A LARGER SHARE CREATING A LARGER SHARE OF FUTURE FOR BUSINESSOF FUTURE FOR BUSINESSOF FUTURE FOR BUSINESSOF FUTURE FOR BUSINESS


FROM ZERO TO WORLD’S HIGHEST PEAK

Benchmark started in 2001 at a 500 sft office with no furniture, no ceiling fan and no clients but with hopes, dreams and iron-

strong commitment.

Today Benchmark is regarded as one of the top communication, creative and media agencies in Bangladesh

with footprint on top of the world – on the Himalayas.


THE GROUP TODAY

50 people, 25 clients, 7 million USD billing, growing @30% annually, reputed for creativity, innovation and effectiveness


An affiliate of TBWA Worldwide

25 people offering brand strategy and

creative ideas and executions

A reputation for creativity and effectiveness

Key clients – Apollo Hospitals, Standard Chartered,

KFC, Pizza Hut, Grameen- Danone, Visa


Benchmark PR is a leading public relations and communications firm.

8 people offering corporate affairs,

stakeholder management, media relations, crisis communications

Key clients - Grameenphone, Grameen-Danone, Pizza Hut, KFC, EtihadAirways, Standard Chartered


12 people offering media planning & buying, media innovations, new media ideas & executions

A reputation for creativity and effectiveness

Key clients – Apollo Hospitals, Standard Chartered,

KFC, Pizza Hut, Grameen- Danone, HP, Intel, Nokia-Siemens, Lenovo


Cool creative hot shop in town

10 people offering brand strategy,

creative development, media planning & buying

Key clients – The Asia Foundation, Bay Developments, Kuwait Airways, United Group, McDonald Steel


A true multinational agency in Nepal

12 people offering services including brand strategy and

creative development and media planning & buying

Key clients – Etihad Airways, Skoda, Yamaha, LG mobile, Adidas


GROUP CLIENTSGROUP CLIENTSGROUP CLIENTSGROUP CLIENTS


WE ARE PART OF TBWA

THE MOST CREATIVE GLOBAL AGENCY


Ad Age’s Global Agency Network of the Year 2008

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture. January 2005

AdWeek’s Global Agency of the Year 2008


49 countriesSince 1979












WEWEWEWE’’’’RE BUILT TO PARTNER GLOBAL BRANDSRE BUILT TO PARTNER GLOBAL BRANDSRE BUILT TO PARTNER GLOBAL BRANDSRE BUILT TO PARTNER GLOBAL BRANDS…………

11 CountriesSince 1998

53 CountriesSince 1998



WHAT WE DO


BRAND IDENTITY CREATIONBRAND IDENTITY CREATIONBRAND IDENTITY CREATIONBRAND IDENTITY CREATION

BRAND COMMUNICATIONS BRAND COMMUNICATIONS BRAND COMMUNICATIONS BRAND COMMUNICATIONS

CORPORTAE COMMUNICATIONS CORPORTAE COMMUNICATIONS CORPORTAE COMMUNICATIONS CORPORTAE COMMUNICATIONS

SOCIAL & DEVELOPMENT COMMUNICATIONS SOCIAL & DEVELOPMENT COMMUNICATIONS SOCIAL & DEVELOPMENT COMMUNICATIONS SOCIAL & DEVELOPMENT COMMUNICATIONS

EVENTS & ACTIVATIONS EVENTS & ACTIVATIONS EVENTS & ACTIVATIONS EVENTS & ACTIVATIONS

PUBLIC RELATIONS PUBLIC RELATIONS PUBLIC RELATIONS PUBLIC RELATIONS

MEDIA INVESTMENT MANAGEMENT MEDIA INVESTMENT MANAGEMENT MEDIA INVESTMENT MANAGEMENT MEDIA INVESTMENT MANAGEMENT


HOW WE THINK


We believe in…Disruption


DISRUPTION CHANGES THE RULESDISRUPTION CHANGES THE RULESDISRUPTION CHANGES THE RULESDISRUPTION CHANGES THE RULES

Conventional approach

Is a fight for incremental share

Is creating exponential share

Disruption Approach


THE DISRUPTION APPROACH

CONVENTION

Today

Step 1 - understand the prevailing systems,

structures, processes and dynamics of the category

and markets

VISION

Tomorrow

Step 2 - describe compelling and clear brand futures and the desired market state

DISRUPTION

Step 3 - ideas and systems to creatively and strategically

change the rules - the shortcut to a greater share of the future


CONVENTION

In high technology products,communication must revolve around product features

VISION

Apple is the tool for creative minds

DISRUPTION

“Apple is not about bits and boxes,it’s about values.”

Steve Jobs


BRAND IDENTITY CREATION



Logo and brand identity for a mobile handset brand


Logo and brand identity for a Wi max service provider


Mnemonic for Siemens 50 years in Bangladesh & abc radio


MOTION CREATIVE


APOLLO HOSPITALS DHAKA TVC

Reviving Apollo with a new brand TVC themed “We are happy to see if

our beds are empty” creative platform


GRAMEEN DANONE TVC

Noble Peace Prize winner Professor Yunus acted to promote Grameen-

Danone brand Shakti in Bangladesh


SCB GIFT CARD TVC

SCB gift cards are the best gifts to avoid situations like this…


STATIC CREATIVE











MEDIA CREDENTIALS MEDIA CREDENTIALS MEDIA CREDENTIALS MEDIA CREDENTIALS


WE HAVE COVERED ALL

Benchmark Group has vast knowledge and experience of creating, developing, launching and promoting media brands in Bangladesh

So far we have worked for Daily Shamokal, ABC Radio fm 89.6 and BanglaVision TV Channel

The range of experiences include:

Market research, U&A study, brand identity creation, frequency promotion, brand campaign for ABC Radio fm 89.6, a key radio now

Launch/brand campaign for Daily Shamokal, 3rd largest daily in country now

Anniversary campaign of Bangla Vision TV Channel 4th largest TV in country


ConventionConventionConventionConvention: FM is light and nothing serious about it

RJs speaks Bangla in an distorted manner

VisionVisionVisionVision: ABC will be a news and information based serious player and will change listeners taste if needed

Disruption: Disruption: Disruption: Disruption: ABC- the new chapter of life

ResultResultResultResult: ABC is 2nd largest FM in 24 months

CASE STUDY 1: ABC BRAND IDENTITY CREATION AND LAUNCHING BY HIGHLIGHTING FREQUENCY NUMBER


Launching abc radio in 2009 – a prime FM station now











ConventionConventionConventionConvention: In 2005 all newspapers including the newly launched ones were talking about themselves – how accurate, hot, objective driven they are

VisionVisionVisionVision: Shamokal is a mainstream newspaper by winning reader’s confidence and mandate

Disruption: Disruption: Disruption: Disruption: Shamokal talks about its readers and make them hero and build the brand as a natural course

ResultResultResultResult: Shamokal is the 3rd largest newspaper in 4 years

CASE STUDY 2: SHAMOKAL BRAND POSITIONING AND LAUNCHING


SHAMOKAL TVC

We launched the paper in 2005 with a brand TVC themed –

the responsible people reads Shamokal






PR CAPABILITIES


BENCHMARK PR

A pioneer name in professional PR practices from 2001

Benchmark is known for strategic counsel, stellarideas, and a culture of success

It is run by the people with industry background,knowledge and connections


CLIENTS


CAPACITY

KNOWLEDGEWe have the experience of handling critical business and social issues

We are experienced in dealing with major corporations, regulators, think tank and pressure groups in Bangladesh and outside and our team members also have years of experience of working in the media and

understanding their ways and means

CONNECTIONSWe have connections with government, regulatory bodies and the media

RESOURCESOur people and their knowledge are our key resources


4 PILLARS OF PR4 PILLARS OF PR4 PILLARS OF PR4 PILLARS OF PR

GOVERNMENT RELATIONS

REGULATORY RELATIONS

STAKEHOLDER RELATIONS

MEDIA RELATIONS


GrameenphoneGrameenphoneGrameenphoneGrameenphone

We are the PR agency of the largest private enterprise and most popular telecom brand in Bangladesh.

We support Grameenphonewith all corporate communications, stakeholder management, media orientation and field visits for media.

Grameenphone is the largest IPO in Dhaka and Chittagongstock exchange and we also manage capital market PR as well.


Bangladesh Bank Road Show Bangladesh Bank Road Show Bangladesh Bank Road Show Bangladesh Bank Road Show 2010201020102010

We were the PR agency for the central bank in promoting the up country road show held in March 2010 and participated by all the private and nationalized banks.

We supported Bangladesh Bank with road show message development, media strategy, media management, talk shows, newspaper supplements and media monitoring.

In 7 days we have generated around 100 press clippings, 7 talk shows including 3 live one and around 10 features.

Some of our activities are on the next pages…


Finance Minister AMA Muhith in a TV show on BB road show initiative.


Bangladesh Bank Governor Dr. Atiur Rahman along with SME Foundation Chairman Aftabul Islam, Association of Bankers Bangladesh Chairman Kazi Mahmood Sattar on a TV talk show on BB road show progress.


CELEBRITY MANAGEMENTWe manage national film and TV and sport celebrities for your brand

promotion, endorsements and also inaugurations


TV & PRESS INTERVIEW

with Charles Phelps Penry, Regional Manager, Asia Pacific, Etihad Airways & Ms. Jill Errington, Area

Manager Etihad Airways, Bangladesh


EVENTS IDEATION & EXECUTION

An event is a total performance runs live,

there is no second chance.

We know this and we drive it with passion and perfection.


SCB Night 2007:SCB Night 2007:SCB Night 2007:SCB Night 2007:

We arranged an unforgettable stone age night experienceWe arranged an unforgettable stone age night experienceWe arranged an unforgettable stone age night experienceWe arranged an unforgettable stone age night experience

SCB night was an annual event for all the Standard Chartered Bank officials. The whole event was decorated based on a theme of Stone Age. A big cave and tunnel was set up at BCFCC. The whole venue was decorated with stones, plants, lights and sound effects to give Stone Age look, feel & experience. There were volunteers dressed as the man of Stone Age. On the cultural side star singers performed and DJ dance were arranged. The theme and executions were highly appreciated.


Stanchard Chartered Bank Night 2007

BenchmarkBenchmarkBenchmarkBenchmarkGroupGroupGroupGroup72

Light show at SCB Night 2007


Celebration of Cricket, Celebration of Cricket, Celebration of Cricket, Celebration of Cricket, Venue branding


Gradually opening the giant curtain- Inaugurating the new country head office of SCB


Laser show on building front at night


INNOVATION

We bring innovative ideas of invitation/greetings for an event or an occasion.


TBWATBWATBWATBWA\\\\Benchmark Launching Invitation Idea, May 2008Benchmark Launching Invitation Idea, May 2008Benchmark Launching Invitation Idea, May 2008Benchmark Launching Invitation Idea, May 2008


New Year Greeting idea of Lemon, January 2008New Year Greeting idea of Lemon, January 2008New Year Greeting idea of Lemon, January 2008New Year Greeting idea of Lemon, January 2008


EidEidEidEid Greeting idea of Benchmark, 2008Greeting idea of Benchmark, 2008Greeting idea of Benchmark, 2008Greeting idea of Benchmark, 2008


For future:For future:For future:For future:

Benchmark GroupHouse 9 Road 16 3rd FloorGulshan 1 Dhaka 1212

Bangladesh

PABX: +88 02 8813648, 8812415Fax: +88 02 9889917

Email: [email protected]

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CREATING A LARGER SHARE OF FUTURE FOR ... - TBWA… · BenchmarkGroup An affiliate of TBWA...

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