Download Agency Intro - Product Management

Integrated Marketing
Communication Agencies
How would you define their role?
Brand Consultancy
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Communication plays a large part in the
formation of a brand
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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
The solution..
… outsource.
To Agencies that specialize in communication.
As discussed ..
Agencies are becoming
one stop shops.
Agency Structures
The
360°
Communication
The
Specialists
Experience
MassMedia
Media
Direct Marketing
One - to - One
Rural Communication
Emerging
Interactive
Media
Consumer
Design
and Corporate
Packaging
&
Identity
Merchandising
Events
Promotions
Financial Advertising
Public
Relations
PR+Events
Delving further
Agency structure
Traditional Structure
Media
Account Planning
Studio
Creative
Client
Account
Management
Films
Specialised
Divisions
Accounts
The Client
The Client
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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
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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
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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
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Service Provider
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Business man
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Clients needs
Satisfaction levels
Finance/accounts
Time Keeper
Creative Evaluator
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Best possible creative solution for the client
Long Term Evaluation from a brand perspective
Account
Management
Brand Custodians
Account Planners
The Account Planner
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Consumer Man
Amateur Psychologist
Research King
Briefing Expert
Modules, Graphs, Charts
Talks about trivialities like he is Archimedes
A Closer Look
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Consumer Understanding though ‘Research’
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Design
Attend
Interpret
Sometimes conduct
Brief Development
 Paints the relevant picture
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Long Term perspective
Account Planner
Consumer Insights Man
Creative
Creative
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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
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Giver of life
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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
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Specialised function
Number crunchers
Thinkers/evaluators
Unbiased
Media relations
Free party goers
A Closer Look
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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 Planners
Targeting Experts
A Quick Zoom Out
Macro View
In times of simplicity
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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
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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 Gainer
Television
The Ad world forced to change and
grapple with this new environment.
The effects …
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Media planning
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TAM, TGI
Segmentation
Dependence on packages grew - IRS,NRS
Drew in educated specialists
Account Management
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Had to keep pace
Started to take a back seat on media issues
Think audio visual
The effects…
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Creative
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Had to hone their skills to suit new medium
Film makers grew in strength and business
Industry Operation
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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
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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
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Funky thinkers / ideas people
Motivators that ‘push the envelope’
Agency culture
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Free
Fun
Client agency relationship
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Fearless
Mutual respect
Coming together
A Case In Point
Fevicol Case Study
A landmark in Indian Advertising
Background – Relationship
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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
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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
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Where we started at
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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
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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
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Over the years, bonding -- Fevicol’s brand proposition has
been presented in variety of innovative and subtle ways
through it’s various TVCs.
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Unlike design, wood and polish, an adhesive is a
low-interest product for consumer
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Fevicol communication has today, grown to a more
evolved state of expression – the ultimate adhesive.
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Targeted at the basic user group, carpenters, Fevicol has
always followed the ‘bonding aspect’ with clever and witty
themes.
Results Today
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Stunted the growth of competition. Fevicol is the market
leader hogging a share of over 80% of the premium
synthetic adhesive market
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The carpenter wears Fevicol on his sleeve. A sign of his
quality consciousness.
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Continues to grow at a rate faster than the market,
even today
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Brand once the property of just the carpenter went far
beyond. Entered common parlance.
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Created consumer pull.
Beyond Bonding
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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.
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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.
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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
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1991-92 - Rs. 1.5 Crores
2001-02 - Rs. 3.5 Crores
Beyond Fevicol
M-Seal
To sum ...
The communication industry ..
Advertising - Job profile
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Demanding - Service Industry
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Long hours
Deadlines
Stressful
Challenging
Rewarding/ fulfilling
Creative/ innovative
Tremendous learning - short span
Advertising - Job profile
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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
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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 !
THANK YOU!