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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 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 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 Business man Clients needs Satisfaction levels 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 Planners Targeting 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 Gainer Television 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 ! THANK YOU!