1. Introduction of Hogarth/Native to The Engine Group.
Contact: Meritxell Guitart @ +44 (0)7942478317 or email meritxell@nativeww.com
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2. Hogarth / Native
Creating Value, Valuing Creativity
We are a new concept: a campaign implementation agency.
By putting together a series of new systems and technologies, we can
produce and deliver national and international campaigns at a fraction of the
normal cost, whilst enhancing the creative quality.
3. Hogarth / Native
OUR GOAL
“To increase the efficiency of marketing implementation through the use of new systems
and new technology in order to bring measurable profitability gains for our clients.”
To achieve this goal:
n We offer a comprehensive advertising implementation service across all media,
both on and off-line.
n We have industry leading technology (and service offerings) in the three critical areas of
workflow automation, Final Cut systems and digital production.
n We offer an integrated local insight, campaign management and transcreation service that
enables us to combine campaign internationalisation with campaign production.
4. Hogarth / Native
Our D.N.A
BARRACUDA PUBLICIS
TEXT APPEAL TAG
FINAL CUT FACILITY GROUP
Kevan Mark Dirk
Meritxell Guitart Mark Keller Barry Jones
Thorn Rhys-Thomas Simpson
OMNICOM
HUB
THE LAB DDB
PLUS
6. Hogarth / Native
Major clients
Packaged Goods: - T.V. Post Production across all brands globally.
Consumer Electronics: - Campaign transcreation and implementation across all media,
across Europe.
Telecommunications: - Global campaign transcreation.
Broadcasters: - Video production consultancy.
Packaged Goods: - Global insight and transcreation services.
Technology: - European transcreation
7. Hogarth / Native
Our Group structure
Parent
Subsidiaries Affiliates
Company
Native Ltd Act 2
Local market insight Creative Retouching
and
Campaign Internationalisation
Um
Hogarth Nearshore Computer Generated Imagery
Hogarth Worldwide Digital Media Production
LLP
Advertising Implementation Cortex Worldwide Ltd
Video-systems Consultancy GSG (New York)
North American Partner
Teleworks/Problem Child
Television Production
Hogarth GSG UNIPRO
North American Joint Venture Digital Media Partner
8. Hogarth / Native
Native Ltd:
Native is an internationalisation and implementation agency that helps Global Brands / Advertising
agencies localise their strategy and communications for maximum local impact.
Native’s cross-cultural expertise is highlighted in London through our multilingual account managers,
and because we work with native talent based in their local markets we can ensure the relevance and
cultural appropriateness of the local creative work.
Global forward-thinking brands such as Nokia, Nikon, Kraft Foods and Microsoft have chosen Native’s
innovative model to efficiently internationalise their on-line and off-line communications, enhancing
local relevance while ensuring consistency is maintained through-the-line.
9. Hogarth / Native
Where are we? London Cross-Cultural Hub
350 Strategic Planners 465 Copywriters 800 Voice-over Artists 120 TV Producers
10. Hogarth / Native
Native’s Talent Segmentation
Specialists in every sector for every media channel
Business Sectors
Retail
FMCG
Pharma
Electronics
Travel and Leisure
TV
Digital Direct Mail
Media Channels Print
Online Brochures
POS
11. Hogarth / Native
Native’s Services
Insight Management Internationalisation
- Multilingual Local Support
- Cross Cultural Checks:
- Corporate Mission Statements - Workshops - Transcreation / Adaptation
- Corporate / Brand Values - Regulatory Approvals - Names
- Brand Positioning - Brand Glossaries - Marketing Material: TV, Print.
- Brand Names - Local Style Guidelines Banners, PodCasts, Brochures, POS,
- Creative executions - Corporate Communications:
Presentations, Reports, Brochures,
- In-depth Local Insight - Strategy
- Specific area of interest - Research Material
(Local Marketplace, Local Target Audience, Local - International Voice Over Recording
Reasons to Buy, Competitive analysis) (in London / Local Markets)
- Voice-Over Artist Casting
- Cross- Cultural Styling - Voice-Over Artist Management
- Casting - Session Directors
- Casting validation - Recording (Studio, TV Producer)
and recommendations - Scratch Guides
- Production
- Layback to picture
- Local Subtitling
- Versioning
12. Hogarth / Native
Centralised Implementation Model
CLIENT
Local Markets
Austria | Belgium | France | Germany | Ireland | Netherlands
| Poland | Spain | Switzerland
FIDO / MIS / DAM
Native / Engine
local copywriter teams
Central
Central Production Unit for
Client Austria | Belgium | France | Germany
| Ireland | Netherlands | Poland Localised Assets
| Spain | Switzerland
13. Hogarth / Native
600hr Digital Content
Case Study: Nokia SMS
Video
www.somebodyelsesphone.com MMS
Voicemail
Markets: Italy, France, Germany, Portugal, PRC, Hong Kong, Thailand
15. Hogarth / Native
Technology is The Bedrock of our business
Our guiding principle in technology choices is to use the emerging, industry standard tools and integrate
them into automated workflows:
n For print we are a market leader in our use of asset engines, complex automated workflow and
artworking tools, as well as state-of-the-art colour management tools.
n For moving image we are an industry leader in our use of Final Cut Studio
(120 editing stations; 60 seats on 2 shifts).
n Our FIDO infrastructure is designed to seamlessly integrate into our clients current systems,
providing everything from asset management and online approvals to real-time data on
budget and expenditure.
16. Hogarth / Native
Totally file-based T.V. post-production technology
n Hogarth are a world leader in the application of Apple Final Cut technology
(Apple demonstrates their equipment to major customers (e.g. BBC) in Hogarth’s facility!).
n Provides a fundamentally lower cost platform
(1/10 the cost to install, 1/2 the cost to operate versus traditional technology).
n Supports leading edge formats (e.g. Red Cam).
n Exisiting I.T. support resources can largely cover this technology.
n Faster and more flexible workflow (jobs can be done out of the traditional linear order).
n Easier to source the operators (and cheaper).
17. Hogarth / Native
Fully Integrated Data & Operations Solution
TV / Video /
Final Cut Server Radio Automated Clocks & Titling
TV / Video workflow
automation
Production All Users
Time Sheets
Digital Managers
Status
Production Job / Task Allocation
OdyStar Automated Ad. Build
Print workflow Print Media Schedule Import
automation
Production
Job Tracking
Management Reporting
WIP / Overall View
Hogarth Enterprise Management Solution
Access and Modify:
Parent Structure
Campaign Management
Project / Job
Job Tracking
Work Type
Automated Approvals
Job Status (clear view)
Encode API
Version Control
New / In Progress / Awaiting approval
Asset Management
Estimates Clients Encode Approved / Delivered / Closed
Publication / Channel Database
Reporting
Budget Control
Account Importing Schedule
Media Schedule Import Management Job Brief
Tech Brief
Ad Building
Diary System
Estimates
Rate Cards by Client
Job Sheet
Approvals
Revisions
Reporting
Reporting
WIP / Job Status / All Areas
Rate Cards
Brand Ocean Financial Assign to Brands / Countries
Finance List of Products / Client Specific
Admin Currency
Level Brand / Market
Estimate Templates
Apple Open Product List
Directory Server Finance Codes
Calendars, Clients / Brands / Products
Contact Database
FIDO
18. Hogarth / Native
Our Services
A) Campaign internationalisation C) Digital campaign production
n global markets insight n campaigns: banners Eye-blasters
n new concept screening across global markets n builds: microsites, e-commerce sites
n development of multi-language brand translation glossaries
n transcreation of advertising concepts D) Digital-media systems consultancy
n transcreation of advertising n facility design
n translation of websites and collateral material n systems integration
n VO recording in foreign markets n workflow implementation
n VO recording of foreign languages in London n operation training
n global legal and regulatory approvals
E) TV/ Video production
B) Global campaign production & delivery n cost effective TV / Video production
n global print implementation n steal-o-matics / mood reels
n global TV implementation n corporate videos
n global digital implementation n idents
n promotional videos
n special effects
n music promo videos
F) Creative print studio work
n 3D computer generated images
n high-end creative retouching