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Integrated Marketing Communication Agencies
How would you define their role?
Brand Consultancy
Communication plays a large part in the formation of a brand The dress The voice/tone The friends (associates, vehicles) The message The volume (the need to be heard)
Brand Managers Preoccupied poor things!!
Sales figures, HR, Distribution, Short term objectives, motivation and ahhh …
yes of course, the brand.
Need a specialist to manage the brand image
… outsource.
To Agencies that specialize in communication.
The solution..
As discussed ..
Agencies are becoming
one stop shops.
Agency Structures
Consumer
Packaging & Merchandisi
ng
Emerging Media
One - to - One
Promotions
PR+Events
Mass Media
The 360° Communication Experience
Media Direct Marketing
Events
Public Relations
Design and Corporate Identity
Interactive
Rural Communication
The Specialists
Financial Advertising
Delving further
Agency structure
ClientAccount
Management
Creative
Media
Studio
Films
SpecialisedDivisions
Accounts
Traditional Structure
Account Planning
The Client
The Client Management backgrounds Demanding Do not understand advertising
(OK OK Not All!!) ‘The solution to all problems – Advertising’ Time conscious as well as money conscious Key in client agency relationship Motivating factor – ‘Good work depends on
culture fostered’
A Closer Look Holistic view/perspective
Manufacturing process, systems, etc Helps the agency understand the culture Product, Price Place & promotion Holds the purse strings FINAL CALL ON ALL COMMUNICATION
Competitive Environment Understands the environment
Marketing and/or communication problem definition and proposition
Consumer studies with the agency
Clients Role Vision and Decision.
Brand/Account Management
Account Management Central function (brand custodian) Management backgrounds - business managers The clients representative in the agency The agencies representative at the clients end Motivators Interpreter/Evaluator (all perspectives) Ideas People Planner Time manager
A Closer Look Service Provider
Clients needs Satisfaction levels
Business man Finance/accounts Time Keeper
Creative Evaluator Best possible creative solution for the client Long Term Evaluation from a brand perspective
Account Management
Brand Custodians
Account Planners
The Account Planner Consumer Man Amateur Psychologist Research King Briefing Expert Modules, Graphs, Charts Talks about trivialities like he is Archimedes
A Closer Look Consumer Understanding though ‘Research’
Design Attend Interpret Sometimes conduct
Brief Development Paints the relevant picture Long Term perspective
Account Planner Consumer Insights Man
Creative
Creative Core to the business Developer of communication Ideas people Thinkers Worldly Lazy dogs Moody Don’t know the meaning of time Shabby dressers
A Closer Look
Giver of life Shape and Size
Break-through ideas Two streams – Copy and Art Presentation of Ideas Into the consumers head
Creative Divergent Innovative Thinkers
Media Boys
Media Planners/Buyers/Ops
Specialised function Number crunchers Thinkers/evaluators Unbiased Media relations Free party goers
A Closer Look Evaluation of mainline media vehicles – TV , Press, Cinema
Circulation Readership Rating Points
Target Audience Reach Demographics – Age, Income, Gender Psychographics
Operations Buying Physical wheeling and dealing
Creativity in Media Planning
Media PlannersTargeting Experts
A Quick Zoom Out
Macro View
In times of simplicity
Press- main medium Govt. control = no choice DD only TV channel Media planning non existent Our expectations from entertainment lower
Enjoyed Hum Log, Buniyaad Mahabharata Startrek, Different strokes
Boom !!!Liberalization
The days of plenty
MTV, Channel V, Discovery Host of private and regional channels Programming boom War for eyeballs Primetime battle Niche channels - Movies, Sports, News More advertising opportunity
The Main GainerTelevision
The Ad world forced to change and grapple with this new environment.
The effects … Media planning
TAM, TGI Segmentation Dependence on packages grew - IRS,NRS Drew in educated specialists
Account Management Had to keep pace Started to take a back seat on media issues Think audio visual
The effects…
Creative Had to hone their skills to suit new medium Film makers grew in strength and business
Industry Operation Specialized creative hot shops Media planners - direct client handling The entry of media houses - Mindshare, Starcom,
Zenith media, Fulcrum Consolidation of moneys to leverage buying
Overview O & M, JWT, Contract and Equus represented
by MindShare Enterprise Nexus and Lowe represented by
Initiative Media Leo Burnett, Ambience represented by Starcom Bates and Saatchi & Saatchi represented by
Zenith Media
Noise levels high
TV, Print, Outdoor, Radio, Cinema, Internet
Need to make our brand presence felt despite the environment
Bringing us to the core of the business
Creativity
You cannot just sit up one day and ask to be creative.
Can you ? Factors
Ingredients Funky thinkers / ideas people Motivators that ‘push the envelope’ Agency culture
Free Fun
Client agency relationship Fearless Mutual respect Coming together
A Case In Point
Fevicol Case Study
A landmark in Indian Advertising
Background – Relationship A long history together – 30 years+ Healthy relationships across all levels Creative involvement Mutual Respect and trust Working as one ‘Pushing the envelope at both ends’
Background – Brand Historically, adhesives made from animal
fat, colloquially known as Saresh Predominantly a commodity market Fevicol - the first synthetic adhesive,
launched in 1960 Low user involvement and non-existent
brand preference Communication built up in phases
The Task
Where we started at Adhesive a low involvement product The end user indifferent to adhesives , because its
usage is hardly noticeable to him The prime target-the carpenter - primarily an illiterate
person with a predisposition towards commodity products
Where we wanted to be Increase involvement in the product Highten its visibility to the end user Upgrade the carpenter from commodity to brands
Pidilite decided to move first through advertising.
Role of Communications
Create brand preference by giving it an emotional edge
Creative Strategy
Extend Fevicol bonding to first physical and then non-physical areas
Creative Idea
Whenever you think of bonding, think Fevicol
Bonding – The Fevicol way
Over the years, bonding -- Fevicol’s brand proposition has been presented in variety of innovative and subtle ways through it’s various TVCs.
Unlike design, wood and polish, an adhesive is a low-interest product for consumer
Fevicol communication has today, grown to a more evolved state of expression – the ultimate adhesive.
Targeted at the basic user group, carpenters, Fevicol has always followed the ‘bonding aspect’ with clever and witty themes.
Results Today
Stunted the growth of competition. Fevicol is the market leader hogging a share of over 80% of the premium synthetic adhesive market
The carpenter wears Fevicol on his sleeve. A sign of his quality consciousness.
Continues to grow at a rate faster than the market, even today
Brand once the property of just the carpenter went far beyond. Entered common parlance.
Created consumer pull.
Beyond Bonding
The latest TVC looks at a different angle. While maintaining its brand proposition the ad is more focused towards the buyer who is more likely to go to the store and buy readymade furniture.
Unlike the previous TVCs for Fevicol this seems to be quite a tactical ad. The objective of the ad is to sensitize people and make them ask if Fevicol is being used.
Fevicol is invisible externally and it is an important aspect for long lasting furniture, hence the aim of the commercial is to make people ask if Fevicol has been used in the making of the Furniture.
All this with an modest advertising budget
1991-92 - Rs. 1.5 Crores 2001-02 - Rs. 3.5 Crores
Beyond Fevicol M-Seal
To sum ...
The communication industry ..
Advertising - Job profile Demanding - Service Industry
Long hours Deadlines Stressful
Challenging Rewarding/ fulfilling Creative/ innovative Tremendous learning - short span
Advertising - Job profile Great people Exposure to higher echelons right from the outset Exposure to various industries Quick growth Stimulating culture
Brainstorming sessions Informal dress code Great relationship at any level Open door policies Parties
Opportunities Beyond Media Houses Entertainment Marketing - new age and certain advertising
dependent brands Corporate communications Entrepreneurial
In a nut shell … Some of the key learning's …
Learning
Keep it simple !
Learning
Keep it simple !
Keep it single minded !
Learning
Keep it simple !
Keep it single minded !
Keep it interesting !
T H A N K Y O U !