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Large-scale integration of various disciplines in Advertising: New Model of Integrated Marketing Communications or Blast from the Past? James May Chief Strategy Officer ADV Marketing Communications Group How much does advertising cost? “Advertising is the price you pay for an unremarkable idea” Jeff Bezos, Founder of Amazon.com (14th most valuable Brand in the World - $37.6B – Source: Millward Brown) A recent history of Communications Planning Full Service Agencies Media Independents ? Integrated Communications Digital Specialists No. Digital is not simply just another medium The old way of doing things… Storytelling Create Engagement The more REACH you buy the more your campaign can create ENGAGEMENT Talking at Consumers Buy Reach The new order… Create Useful Consumer Platforms Win/Earn Reach The more ENGAGEMENT your platform creates the more REACH you win Talking with Consumers Deliver Value Communication in the past… Interruption Single Message One way …and now Interruption Interaction Single Message Multiple Messages One way Many 2 Many The 80/20 Rule reverses… We will now spend We used to spend 80% on the 80% on distribution content (Platforms) (Media) and 20% and 20% on on content distribution (Production) (to drive traffic) A Digital Strategy can transform a brand Meets Unrecognized Needs (Transformation) Meets Desires (Success) Meets Expectations (Survival) Create Evangelism Create Loyalty Create Satisfaction An mp3 played creates satisfaction, it meets expectations… An i-pod, with its consumer interface, i-tunes and so on meets desires (and creates loyalty)… An example of meeting unrecognised needs? Consumers are taking control of the traditional Brand/Marketing Mix… Product Price Place Promotion …and demanding more, much more Product Price Place Promotion Personalisation Price is a given but consumers now also demand performance Product Personalisation Price Performance Place Promotion A shift in Brand Equity…. Brand ≠ what it says A shift in Brand Equity…. Brand ≠ what it says Brand = what it does Value + Content it delivers x What people say about it WIIFM? It’s no longer simply about the place a Brand is sold… Product Personalisation Price Performance Place Position Promotion …and finally people want to get involved Product Personalisation Price Performance Place Position Promotion Participation 750,000 people installed Lipton tea plants and made 50,000,000 packs of tea Not a ‘Blast from the Past’ but a New Model… Owned Earned Paid Equities a Brand has, both Virtual and Real-world Actions taken by the Brand to get itself talked about Investment made in Content and paid-for Media James May Chief Strategy Officer ADV Marketing Communications Group