Panel slides, 14.03.11

Mel Exon Founder & Managing Partner, BBH Labs @bbhlabs @melex

1. Brands shouldn’t launch and leave.. But perhaps Agencies should*.

Brands shouldn’t launch and leave.. But perhaps Agencies should*.

*Show some respect and get out of the way

PAID EARNED OWNED

DATA CAPTURE

R.O.I MEASUREMENT Acquisition Channels Retention Channels

ITV ADVERTISING

ONLINE TRAFFIC DRIVERS

PAID GAME SEEDING

CAMPAIGN

SEARCH

TEXT ENTRY ON-PACK PROMO

E-NEWS LETTER

DRIVES TRAFFIC DATA CAPTURE

YVO.CO.UK

ADVOCACY PROG

CAMPAIGN/ COMMUNITY COMP

CAMPAIGN & BRAND

Create brand fame through mass awareness.

Engage and educate through entertainment, video-rich content, competition entry and game

interaction.

Build advocacy and brand reputation for responsiveness; approachable opinion-leader

on sustainable farming and food.

YEO VALLEY ENGAGEMENT PLAN

What we’ve learnt

Abandon the shimmering ideal of perfection. Fix mistakes in the wild

Abandon the shimmering ideal of perfection. Fix mistakes in the wild

Set a deadline and stick to it

Don’t beat yourself up if you break rules.. But still set some.

2. Campaigns are dead, long live campaigns*.

Campaigns are dead, long live campaigns*.

*New platform releases and comms spikes

Platforms are not islands, they’re part of an eco-system:

ABILITY TO FIND

PAID MEDIA EARNED MEDIA

OWNED MEDIA

ABILITY TO KEEP

Source: Diageo

What we’ve learnt

Platforms are non-linear and 3-dimensional

Being valuable to the user means being useful or entertaining and yes, different.

Beware sleepwalking into the generic, ginormous waste of time

Our judgement criteria have evolved:

Is this habitual behaviour? Have we balanced effort and reward? Is there something in it for 1:9:90?

…And yet stayed the same:

Is this what the brand uniquely can offer? Is this relevant and different?

Some closing thoughts

Agencies, let’s ask: ‘where can we add most value?’ not ‘how can we do everything?’

Act like an entrepreneur: what commercial investment and return are you looking for over time?

“Do interesting things and interesting things will happen to you” John Hegarty