La presentazione della Dott.ssa Veronica Costantino – Strategist in Saatchi & Saatchi – è un’immersione all’interno del funzionamento delle agenzie di comunicazione.

1. MAY 2022
Saatchi & Saatchi
For MUMM.
1

2. THAT’S ME!
S T RAT E G I S T
S AAT C H I & S AAT C H I
F I N T A
B O R G H E S E
C A L A M I T A P E R
B R U T T E F I G U R E

3. 0.0
INTRODUCTION
Who is Publicis Groupe
Who is Saatchi & Saatchi
Diving into a communication agency
1.
2.
3.
4. Don’t be shy: question time!
Agenda
4

4. Who is
Publicis Groupe?
1.0 | CHAPTER ONE

6. NUMBERS
• 80.000 talents
• 1.302 officies
• 100+ countries
GLOBAL ITALY
• 1.500+ talents
• 4 officies
• 4 cities

7. PUBLICIS COMMUNICATIONS
PUBLICIS SAPIENT
PUBLICIS MEDIA
CLIENT
POWER OF ONE

8. Who is
Saatchi & Saatchi?
2.0 | CHAPTER TWO

10. TWO ENTREPRENEURIAL IRAQI
BROTHERS WHO WERE
OUTSIDERS IN THE INDUSTRY
OPEN AN AGENCY IN LONDON.
1970

11. THEY EMBARKED ON A QUEST FOR
GLOBAL DOMINATION WITH THE
BELIEF THAT
NOTHING IS IMPOSSIBLE.

13. 1.700
EMPLOYEES
55
OFFICES
35
COUNTRIE
S

14. OUR KEY CLIENTS

16. Y
The idea comes to life through storytelling and
images, it’s time to fall in love.
MAKE IT RIGHT
STRATEGY
Research and analysis, based on data, to
decide what’s the best course of action.
MAKE IT MAGIC
CREATIVIT
MAKE IT WORK
EXECUTION
Production, delivery and optimization of
everything it’s been thought.
OUR METH ODOLOGY

17. POSSIBLE
IMPOSSIBLE
IRRELEVANT RELEVANT
MADNESS
FODDER
GREAT
GOOD
ONE KEY OBJECTIVE

18. Diving into a
Communication
Agency.
3.0 | CHAPTER THREE

19. Expectations.

20. Reality.

21. C L I E N T
S T R A T E G I S T
A C C O U N T
C R E A T I V E
P R O D U C T I O N
M E D I A
C O N T E N T
R E S E A R C H
P R
…

22. So many different people
working as one big team.

23. ST
er
, smart
Roge ha up even in the most
difficul ha quickly read situations
and study the right soluti in the shortest possible time.
The person everyone calls when they have a problem, because
has the right answer at hand.

24. Analysis of trends, data and research to better
understand the consumer, the market and the socio-
cultural context;
Definition of the brand strategy (e.g. purpose, mission,
vision, positioning) and definition of the
communication strategy (e.g. audiences, key
messages);
Drafting of creative briefs and support to the Creative
Team on the definition of concepts and ideas.
Check that the agency’s response is always in line with
the strategy.
How does a
strategist work?

25. Resolute, practical and coragious.
Romanova has a gifted intellect she displays an uncanny affinity
for psychological manipulation and can mask her real emotions
perfectly.
Like Steve Rogers, she possesses the ability to quickly process
multiple information streams (such as threat assessment) and
rapidly respond to changing tactical situations.
She’s a natural problem solver. Whatever life throws at her, she
knows how to deal with it, one way or the other.
THE ACCOUNT
BLACK WIDOW

26. How does an
account work?
Coordination of the work inside and outside
the agency;
Take care of the relationship with the client;
Deal with timings, cost and quality of the project;
Discussione of the communication budgets;
Check that the agency’s response is in line with the
client’s requests;
Follow the progress of the campaign and verifies the
results.

27. Visionary, passionate, with a hint of insolence.
“Genius. Billionaire. Playboy. Philanthropist”
is how Tony Stark describes himself. He’s the out of the box
thinker, brilliant mind, creative attitude, he sees the world in
terms of opportunities.
He’s not always the most reliable person in the room, but he will
pull through. He’s the cool geek, the trendy nerd.
THE CREATIVE
Iron Man

28. How does a
creative work?
The Art Director takes care of the visual part of a
campaign;
Copywriter takes care of the textual part: he/she writes
the texts and takes care of the music, searches for words
and concepts able to integrate perfectly with images;
Their work is followed and directed by the Creative
Director, who is responsible for the agency's creativity,
from the creative development to the production phase of
the campaign

29. THE CONTENT TEAM
Guardians Of The galaxy
"What a bunch of a-holes."
Garthan Saal
The Guardians of the Galaxy are a band of intergalactic outlaws who
teamed together to protect the galaxy from planetary threats.
They are a different bunch of people: someone call them misfits, some
others quirky. They are just different. Their set of skills is unique and
together there is nothing they can’t do.

30. How is a
content team
composed?
Content manager
Content strategist
Social media specialist/manager
Content editor
Content creator (Photographers, Graphic designers,
Bloggers/copywriters, Illustrators, Video producers,
Podcasters)
Tech specialist

31. THE PRODUCTION
Ant Man & The Wasp
Fast, resolute, always on the spot.
They might be less famous or have less visibility than
other Avengers, but as we all know ‘there is no I in
team’.
They cover everyone's backs, do the dirty work. Their
role is fundamental for the victory of the whole team.

32. How is a
production team
composed?
The production unit is crucial to accomplish the
most delicate missions and each member has its
task and special skills.
Art Buyer
TV Production
Print Production
WEB Production

33. Client Account Strategist Creative/Content Client Production
The client brief The creative brief
Collecting and
processing client’s
request
The ideas
Presentation from
the Agency
The project comes to
life
The organizational flow.
HOW IT SHOULD WORK

34. The organizational flow.
HOW IT WORKS
Client Brief
Project
comes to life

35. But in the end, it always works.

38. Don’t be shy:
question time!
4.0 | CHAPTER FOUR

39. Thank you.
43