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Transcript
The Changing Client-Agency Relationship in an Integrated Marketing World Amy Wagner October 15th, 2012 Agenda • The changing world of integrated marketing • Lessons learned • How agencies can win 1992 1992 1992 Ad agency Promotion agency Agencies executed tactics Spring Valley Juice Print Point of Sale 1992 spider chart Print Ad FSI Mid 2000s Integrated marketing embraced What the Heck is Integrated Marketing Anyway? According to Wikipedia Integrated Marketing Communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, personal selling, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness Integrated Plans Brand X Clients embraced IMC Integrated marketing required new way of thinking Media Neutral BTL Engagement Channel Agnostic IAT IMC ATL Zero Based Budgeting Customer Journey Today The average consumer is exposed to as many as 5,000 messages/day Source: http://www.cbsnews.com/2100-3445_162-2015684.html Today More art than science Agenda • The changing world of integrated marketing • Lessons learned • How agencies can win Lesson #1: Spend time getting the team right Lesson #1: Spend time getting the team right The Client • Lead the team Lesson #1: Spend time getting the team right The Client • Lead the team • Set up operating procedures Lesson #1: Spend time getting the team right The Client • Lead the team • Set up operating procedures • Manage the logistics or appoint an administrative agency Lesson #1: Spend time getting the team right The Agency • Ensure consistent participation of seasoned players Lesson #1: Spend time getting the team right The Agency • Ensure consistent participation of seasoned players • Be truly passionate about our brand • Know our consumer Lesson #1: Spend time getting the team right Credibility, Commitment and Chemistry! Lesson #2: Ground yourself in a strong brief “If you don’t know where you are going, any road will take you there” Lesson #2: Ground yourself in a strong brief Program brief content - Business and Marketing objectives - Target - Strategies - Brand’s point of difference Lesson #3: Crafting a great integrated plan takes work Lesson #3: Crafting a great integrated plan takes work 1. Look at what has worked in the past – and what hasn’t Lesson #3: Crafting a great integrated plan takes work 1. Look at what has worked in the past – and what hasn’t 2. Embrace that integrated planning is an iterative process Ideate with pre-thinking Core team work session Lesson #3: Crafting a great integrated plan takes work 1. Look at what has worked in the past – and what hasn’t 2. Embrace that integrated planning is an iterative process • • Ideate, but tap into more resources by doing pre-work Get core team alignment by building on those ideas together 3. Identify the strategic role of every tactic Lesson #3: Crafting a great integrated plan takes work 1. Look at what has worked in the past – and what hasn’t 2. Embrace that integrated planning is an iterative process • • Ideate, but tap into more resources by doing pre-work Get core team alignment by building on those ideas together 3. Identify the strategic role of every tactic • Understand the quantity and quality of impressions Evaluate new media against benchmarks Lessons Learned • Lesson #1: Spend time getting the team right • Lesson #2: Ground yourself in a strong brief • Lesson #3: Crafting a great integrated plan takes work • Lesson #4: All of the previous lessons don’t matter if you don’t execute with excellence! Agenda • The changing world of integrated marketing • Lessons learned • How agencies can win Agencies will win who… • Understand the consumer and the brand’s fundamentals Agencies will win who… • Understand the consumer and the brand’s fundamentals • Think in terms of ideas, not just disciplines Agencies will win who… • Understand the consumer and the brand’s fundamentals • Think in terms of ideas, not just disciplines • Work seamlessly with other agencies as well as client partners Agencies will win who… • • • • Understand the consumer and the brand’s fundamentals Think in terms of ideas, not just disciplines Work seamlessly with other agencies as well as client partners Become experts in the retail environment Agencies will win who… • • • • • Understand the consumer and the brand’s fundamentals Think in terms of ideas, not just disciplines Work seamlessly with other agencies as well as client partners Become experts in the retail environment Use emerging media intelligently, to support a key strategy Agencies will win who… • • • • • • Understand the consumer and the brand’s fundamentals Think in terms of ideas, not just disciplines Work seamlessly with other agencies as well as client partners Become experts in the retail environment Use emerging media intelligently, to support a key strategy Help define and measure success – and own the results In summary… In summary… • The marketing world is constantly changing, so clients and agencies must change the way they work together to deliver the best plans and business results In summary… • The marketing world is constantly changing, so clients and agencies must change the way they work together to deliver the best plans and business results • Crafting integrated marketing plans is challenging, but there are best practices that work In summary… • The marketing world is constantly changing, so clients and agencies must change the way they work together to deliver the best plans and business results • Crafting integrated marketing plans is challenging, but there are best practices that work • Agencies will win who excel at their core business, but can also work with other agencies to bring big, insight-driven, impactful ideas to life! Thank You! Questions? Amy Wagner 847-337-5843 [email protected]
