This document provides an overview of connections planning as a discipline. It begins by discussing how connections planning should integrate branding, business, analytics, digital, social and other areas but lacks widespread cultivation as a discipline. It then discusses the document author's experience and capabilities in consumer pattern recognition, transmedia strategy, content amplification, and new media adoption. Consumer pattern recognition is described as identifying attitudinal patterns among consumers to better communicate with prospects. Transmedia strategy discusses balancing experiences that drive brand commitment and product purchase. The document argues that connections planning can help design unified, relevant brand narratives and experiences across planning teams, media vendors, and other partners to maximize impact.
Connections Planning: what and why it mattersRobin Hassan
I've been pondering the importance of Connections planning in the increasingly complex world of media we live in today. I've outlined some of the key differences vs. traditional (multi) media planning and some of the key issues that need to be considered to deliver solid planning. With a sprinkling of smart examples in there... agree? disagree? have something to add? Would love to hear from you!! :)
** opinions here are my own and not in any way related to my employer**
Better agency coordination.
More effective marketing communications.
Lower marketing costs.
Better cross department cooperation.
Get up to speed with connection planning with this connection plan for Christmas. By Comms With A Plan.
50 planners to watch in 2014 - The Planning SalonJulian Cole
This document lists 50 planners to watch in 2014 according to The Planning Salon. It provides a brief 1-2 sentence description of each planner's background, experience, and current role. The planners are listed alphabetically and come from agencies around the world, including Cummins Ross, Spring Studios, BBH, Big Spaceship, Work Club, Undercurrent, Droga5, K-Hole, Zeus Jones, CP+B, Motorola, PHD, AKQA, Nike, Mother, Carat, VML, W+K Shanghai, Ogilvy, Tribal DDB, Butler Shine, Converse, Zulu Alpha Kilo, S&F, Publicis, Berghs
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Netflix is promoting its new original horror series Hemlock Grove with a viral digital marketing campaign called the World's Biggest Horror Challenge. The campaign dares fans to watch all 13 episodes of Hemlock Grove in one sitting while being monitored via webcam. Participants who complete the challenge will receive badges to share on social media and the chance to receive a horror film made by Eli Roth. The $150,000 campaign uses ads, banners, influencer outreach and social media to drive awareness and consideration among horror fans ahead of Hemlock Grove's April 19th release on Netflix.
How to write a killer agency creative briefDavid Bell
The document provides tips on how to write an effective agency brief in 3 parts:
1) What makes a great brief including understanding the customer and fueling creative ideas.
2) How to uncover the 4 key creative triggers - the problem, customer insight, compelling message, and how to communicate it.
3) How to give constructive creative feedback by thinking like the customer, focusing on what works, and providing clear guidance for improvements.
Planning Hype - Engineering hype before a product launchJulian Cole
1. The document discusses strategies for generating hype and interest for a product before its launch, known as "planning hype".
2. It identifies five key triggers that can be used to create planning hype: scarcity, signalling, credibility, curiosity gaps, and creating a sense of FOMO.
3. Examples are provided for each trigger, describing real campaigns that successfully used those techniques to generate excitement and demand for products before they were available.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
Connections Planning: what and why it mattersRobin Hassan
I've been pondering the importance of Connections planning in the increasingly complex world of media we live in today. I've outlined some of the key differences vs. traditional (multi) media planning and some of the key issues that need to be considered to deliver solid planning. With a sprinkling of smart examples in there... agree? disagree? have something to add? Would love to hear from you!! :)
** opinions here are my own and not in any way related to my employer**
Better agency coordination.
More effective marketing communications.
Lower marketing costs.
Better cross department cooperation.
Get up to speed with connection planning with this connection plan for Christmas. By Comms With A Plan.
50 planners to watch in 2014 - The Planning SalonJulian Cole
This document lists 50 planners to watch in 2014 according to The Planning Salon. It provides a brief 1-2 sentence description of each planner's background, experience, and current role. The planners are listed alphabetically and come from agencies around the world, including Cummins Ross, Spring Studios, BBH, Big Spaceship, Work Club, Undercurrent, Droga5, K-Hole, Zeus Jones, CP+B, Motorola, PHD, AKQA, Nike, Mother, Carat, VML, W+K Shanghai, Ogilvy, Tribal DDB, Butler Shine, Converse, Zulu Alpha Kilo, S&F, Publicis, Berghs
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Netflix is promoting its new original horror series Hemlock Grove with a viral digital marketing campaign called the World's Biggest Horror Challenge. The campaign dares fans to watch all 13 episodes of Hemlock Grove in one sitting while being monitored via webcam. Participants who complete the challenge will receive badges to share on social media and the chance to receive a horror film made by Eli Roth. The $150,000 campaign uses ads, banners, influencer outreach and social media to drive awareness and consideration among horror fans ahead of Hemlock Grove's April 19th release on Netflix.
How to write a killer agency creative briefDavid Bell
The document provides tips on how to write an effective agency brief in 3 parts:
1) What makes a great brief including understanding the customer and fueling creative ideas.
2) How to uncover the 4 key creative triggers - the problem, customer insight, compelling message, and how to communicate it.
3) How to give constructive creative feedback by thinking like the customer, focusing on what works, and providing clear guidance for improvements.
Planning Hype - Engineering hype before a product launchJulian Cole
1. The document discusses strategies for generating hype and interest for a product before its launch, known as "planning hype".
2. It identifies five key triggers that can be used to create planning hype: scarcity, signalling, credibility, curiosity gaps, and creating a sense of FOMO.
3. Examples are provided for each trigger, describing real campaigns that successfully used those techniques to generate excitement and demand for products before they were available.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
What is Digital Strategy? presentation explains the role of digital strategy in easy to understand language.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Pay with a tweet to download - http://www.paywithatweet.com/pay/connect.php?id=3bc9bee2cfdc011872fc15e896cbd108
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists who helped me work out this bloody hard question.
The document is a presentation on creative planning given by Leon Phang at Miami Ad School. It discusses how creative planning is important to combine creativity and strategy. Phang believes the key is to be both creatively inspiring and relevant/differentiating. The rest of the presentation will cover the "creative domain" and tools for filling it. Strategic planning is important to get the basics right and avoid teams getting lost in the process without proper planning.
This document outlines a branding and marketing strategy for Lifedots, a new app that helps users save and organize memories. The strategy aims to increase awareness of Lifedots by highlighting how important memories can get lost in growing social media feeds. It involves creating shareable social media content and posters that prompt users to reflect on losing memories and direct them to sign up for the upcoming Lifedots beta release. The strategy gives Lifedots a clear purpose and brand personality while targeting heavy social media users to build excitement around the new app.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends:
1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people.
2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns.
3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them.
4) Using the RISE framework to recruit,
The document discusses Head & Shoulders' Project Aphrodite initiative to engage in online conversations about dandruff and hair care products. It finds that H&S has grown to a leadership position for both men and women in the category. For men, performance and believability of claims are key motivators. For women, recommendations from experts and reviews influence brand choice, and they tend to stay loyal if a brand works for them. The project identifies opportunities to address barriers at each stage of the consumer journey from research to advocacy.
Presentation from Planningness, October 17 2009, by Jason Oke and Gareth Kay.
For more on the event & speakers check out http://www.planningness.com
http://www.jasonoke.com
http://www.garethkay.com
The document discusses channel planning as a distinct marketing discipline that emerged in response to new media proliferation and complexity. Channel planning involves deciding which communication channels will best deliver client targets and ROI. It differs from traditional planning by focusing less on defining the brand and more on understanding consumer behaviors across channels like Google, Facebook, and Twitter. The document provides examples of channel planning and outlines steps like gathering consumer data, mapping the customer journey, and planning for post-engagement outcomes.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Learn how to apply the fundamentals of storytelling and their brand counterparts to your business strategy. Telling a story is the only effective way to connect your brand with consumers. Don’t fall into the trap of posting to social media as one-way dialogue or merely broadcasting promotions. Create compelling stories that hook your audience. This presentation goes through the fundamentals of storytelling and identifies brand parallels.
You can also watch the recording here: https://www.youtube.com/watch?v=qSDlAvDG4_0&feature=emb_logo
Burger King is proposing a digital campaign to increase brand awareness, drive trial, and boost store traffic in Vietnam. The proposal includes the following key elements:
[1] A "Eat Like a King" photo contest on social media where fans can take photos enjoying Burger King in different ways and win weekly free burgers.
[2] A viral video clip promoting the contest and emphasizing that enjoying Burger King can be done in any way.
[3] Integrated online and offline activities such as contests, promotions, and a loyalty program to further engage customers and link online efforts to in-store sales.
The campaign aims to position Burger King as offering an American standard bur
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Real Estate Digital Media Marketing StrategyIttisa
The document provides an overview of the Indian real estate industry. Some key points:
- The residential real estate segment saw a 43% increase in the first quarter of 2014.
- The market size of the Indian real estate sector is projected to reach $180 billion by 2020.
- Demand for office space in top 8 Indian metro areas increased 58% in recent years.
- Social media is becoming increasingly important for the real estate industry, but many companies' social media efforts are poorly run or fail to establish relationships.
This document outlines the process of developing a brand experience plan. It discusses gathering key inputs like consumer behavior data to understand the consumer experience journey. The plan maps this journey and identifies touchpoints and consumer needs. It then outlines how the brand can fulfill these needs through creative experiences and communications. The goal is to improve connections by developing and delivering the right content through the right channels at the right times. Creating this blueprint can maximize impact of marketing spend and help evolve the brand over time.
Brand Archetype | An Introduction + OverviewJohn W. Manley
Nothing original here. Just an obligatory brand archetype overview done in a more visually appealing way, with some more examples, and a deeper dive into the Explorer archetype.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
What is Digital Strategy? presentation explains the role of digital strategy in easy to understand language.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Pay with a tweet to download - http://www.paywithatweet.com/pay/connect.php?id=3bc9bee2cfdc011872fc15e896cbd108
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists who helped me work out this bloody hard question.
The document is a presentation on creative planning given by Leon Phang at Miami Ad School. It discusses how creative planning is important to combine creativity and strategy. Phang believes the key is to be both creatively inspiring and relevant/differentiating. The rest of the presentation will cover the "creative domain" and tools for filling it. Strategic planning is important to get the basics right and avoid teams getting lost in the process without proper planning.
This document outlines a branding and marketing strategy for Lifedots, a new app that helps users save and organize memories. The strategy aims to increase awareness of Lifedots by highlighting how important memories can get lost in growing social media feeds. It involves creating shareable social media content and posters that prompt users to reflect on losing memories and direct them to sign up for the upcoming Lifedots beta release. The strategy gives Lifedots a clear purpose and brand personality while targeting heavy social media users to build excitement around the new app.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends:
1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people.
2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns.
3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them.
4) Using the RISE framework to recruit,
The document discusses Head & Shoulders' Project Aphrodite initiative to engage in online conversations about dandruff and hair care products. It finds that H&S has grown to a leadership position for both men and women in the category. For men, performance and believability of claims are key motivators. For women, recommendations from experts and reviews influence brand choice, and they tend to stay loyal if a brand works for them. The project identifies opportunities to address barriers at each stage of the consumer journey from research to advocacy.
Presentation from Planningness, October 17 2009, by Jason Oke and Gareth Kay.
For more on the event & speakers check out http://www.planningness.com
http://www.jasonoke.com
http://www.garethkay.com
The document discusses channel planning as a distinct marketing discipline that emerged in response to new media proliferation and complexity. Channel planning involves deciding which communication channels will best deliver client targets and ROI. It differs from traditional planning by focusing less on defining the brand and more on understanding consumer behaviors across channels like Google, Facebook, and Twitter. The document provides examples of channel planning and outlines steps like gathering consumer data, mapping the customer journey, and planning for post-engagement outcomes.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Learn how to apply the fundamentals of storytelling and their brand counterparts to your business strategy. Telling a story is the only effective way to connect your brand with consumers. Don’t fall into the trap of posting to social media as one-way dialogue or merely broadcasting promotions. Create compelling stories that hook your audience. This presentation goes through the fundamentals of storytelling and identifies brand parallels.
You can also watch the recording here: https://www.youtube.com/watch?v=qSDlAvDG4_0&feature=emb_logo
Burger King is proposing a digital campaign to increase brand awareness, drive trial, and boost store traffic in Vietnam. The proposal includes the following key elements:
[1] A "Eat Like a King" photo contest on social media where fans can take photos enjoying Burger King in different ways and win weekly free burgers.
[2] A viral video clip promoting the contest and emphasizing that enjoying Burger King can be done in any way.
[3] Integrated online and offline activities such as contests, promotions, and a loyalty program to further engage customers and link online efforts to in-store sales.
The campaign aims to position Burger King as offering an American standard bur
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Real Estate Digital Media Marketing StrategyIttisa
The document provides an overview of the Indian real estate industry. Some key points:
- The residential real estate segment saw a 43% increase in the first quarter of 2014.
- The market size of the Indian real estate sector is projected to reach $180 billion by 2020.
- Demand for office space in top 8 Indian metro areas increased 58% in recent years.
- Social media is becoming increasingly important for the real estate industry, but many companies' social media efforts are poorly run or fail to establish relationships.
This document outlines the process of developing a brand experience plan. It discusses gathering key inputs like consumer behavior data to understand the consumer experience journey. The plan maps this journey and identifies touchpoints and consumer needs. It then outlines how the brand can fulfill these needs through creative experiences and communications. The goal is to improve connections by developing and delivering the right content through the right channels at the right times. Creating this blueprint can maximize impact of marketing spend and help evolve the brand over time.
Brand Archetype | An Introduction + OverviewJohn W. Manley
Nothing original here. Just an obligatory brand archetype overview done in a more visually appealing way, with some more examples, and a deeper dive into the Explorer archetype.
This document discusses declaring a minor area of passion or expertise in addition to one's job role. It encourages finding an outlet for passions by exploring topics of interest, becoming experts in those areas, and sharing relevant information with colleagues. This allows employees to develop diverse knowledge that can benefit projects. The document provides examples of potential minor areas like organic farming, music, and cultural topics. It suggests creating Google alerts and following experts on social media to stay informed on one's minor subject.
This document discusses the growing issue of college dropout rates in the United States and calls for a corporate champion to address it. It notes that 46% of students who start college do not graduate within 6 years, with financial reasons being the primary cause of dropout. Having a college degree is becoming increasingly important for employment opportunities and career success. While many families view college as important and expect their children to attend, most are not confident in their ability to pay for it. The document proposes that a company launch a campaign to raise awareness of the issue and declare its commitment to helping more students graduate from college.
Decoding Resurgent Pride in American OriginJohn W. Manley
The document outlines 10 characteristics of American origin brands with rapid growth. These brands are marked by achieving business success despite obstacles. They create appealing stories that loyal customers evangelize. The 10 characteristics include having a fiercely American spirit at the core, a relatable entrepreneurial backstory, relentless craftsmanship, unparalleled dedication, humanism that rivals their work ethic, establishing a soulless competitor as the enemy, banding together with like-minded brands, using modern platforms like Vimeo as their storefront, having an audacious singular goal, and defining themselves partly by their provenance.
This presentation, on the intersection of branding and user experience, was delivered to students and faculty at the Indiana University School of Informatics on November 13, 2009
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
The document discusses the branding strategy for Iftekhar, a luxury silk necktie brand launched in Italy. It outlines the brand story, concept, segmentation, targeting, positioning, product characteristics, and key communication decisions. The brand aims to target fashionable metropolitan consumers aged 25+ with a creative lifestyle through its signature, handmade silk necktie collections and concept retail stores and fashion shows.
The Fools Guide To Scoping Comms Planning In Indiagirishahuja
The document discusses the landscape of the Indian marketplace and how it is evolving. It analyzes key factors like retail structure, industry structure, information structure, and consumer value structure. It states that currently the Indian market landscape exists in a disintegrated state with regards to some factors and an integrated state with regards to others. However, it notes that there is a swap taking place that will result in the market having multiple realities and a more diverse and complex future landscape with differentiated and evolved markets. It emphasizes that marketers will need superior strategies, planning, and measurement capabilities to succeed in this evolving environment.
This document provides an overview of strategic communications planning. It discusses key components of an effective communications plan including context, environmental scan, stakeholder analysis, objectives, strategy, audiences, announcements, messages, tactics, issues, budget, and evaluation. The document is intended to serve as a comprehensive guide for developing strategic corporate communications plans.
Customers have changed how they learn, share and make decisions. They expect to be able to access the right content, no matter the device, time or place. As a marketer, have you changed? This presentation walks through the steps to become a modern marketer in order to use compelling content to deliver engaging customer experiences that impact your bottom line.
The document discusses potential marketing campaign options for the Nissan Cube targeted at 18-24 year olds. Option One involves a screen-printed newspaper campaign highlighting safety statistics to position the Cube as safer than other vehicles. It would utilize local artists and community involvement. Option Two presents branding the Cube as empowering an enhanced life "to the third power" through speed, technology and convenience. It suggests an iPhone app allowing real-time Rubik's Cube competitions for a chance to win a free car or gift certificates.
This advertisement promotes new and better weapons for sale that will help prevent future losses in battle. It claims the weapons will provide perfect resistance and that nobody will die if using these weapons, as many people have already proven their effectiveness. The advertisement encourages the reader to come now and choose from several available models, assuring they can get the weapons at a 15% discount.
I recently had the honor and privilege to present at the Lafleur's 2015 Lottery Conclave & Interactive Summit in Orlando (12/1-12/4). Here the presentation, slightly edited.
This was a project my group put together for Colin Spooner at Pereira & O\'Dell. The project was to increase WPS attendance by 20% and gain brand awareness/new customers through viral marketing and social media.
The document lists 26 ways to stimulate thinking when creating a brand story, as outlined on the website www.Positioning-Roulette.com. Some of the suggested techniques include brand archeology, identifying archetypes and defining attributes, dramatizing rewards, creating rituals, and emphasizing benefits. The website offers services like positioning platform development, brand story creation, and messaging strategy testing.
This document contains a campaign proposal for an experiential company called Unexpected. It includes research on the target market of overworked Singaporeans aged 30-40, a campaign strategy with teaser and launch phases, visuals for various advertising placements, and a budget and ROI projection. The campaign aims to get people to expect the unexpected in their lives by signing up for Unexpected's unique day-long experiences. It is estimated the campaign will break even by selling 3000 packages.
The document discusses truths about modern motherhood that resonate with today's moms based on insights from a community of over 7,000 moms. Some key truths include: motherhood is both fulfilling and difficult; moms reject stereotypes of the "perfect mom" and develop their own measures of success; being a mom means someone else always comes first and moms are constantly exhausted; moms crave breaks from their daily routine and will go to great lengths to get time away from mom duties. The document advocates understanding moms' real experiences beyond stereotypes to better connect with them.
Culture is the ultimate competitive advantage. Companies like Zappos and HubSpot leverage it to attract and retain the best employees. But it’s also not accidental. It’s a very intentional, continuous investment. Learn best practices and tips for creating an awesome company culture that acts as a magnet to recruit and retain A+ talent for your organization.
This document summarizes the findings of a global survey on consumer relationships with brands. The survey found that most consumers want more meaningful relationships with brands but feel current relationships offer little value. Specifically, consumers want brands to be more responsive, invite participation, and demonstrate real conviction through their mission and actions. However, brands are generally not meeting these expectations. The document recommends that brands focus on storytelling, participation, brand purpose in addition to brand promises, and listening and adapting to consumer needs in order to develop more meaningful relationships.
The document discusses findings from a global survey of 15,000 consumers in 12 countries about their relationships with brands. It finds that 9 out of 10 consumers want a more meaningful relationship with brands. However, most consumer brand relationships currently provide little value, with 66% of relationships seen as one-sided. The survey also found that content alone is not enough for people and brands need to be responsive. To meet new consumer needs, the document recommends that brands be responsive, invite participation, and be purpose-driven. Fulfilling societal needs like commitment to community and caring about more than profits can drive positive business outcomes.
Helping and Not Selling, The MP Marketing WayMichelle Parker
This document provides information about strategic planning and direct response promotions for nonprofit organizations. It discusses proven promotion strategies like tiered discounts and BOGO offers to encourage larger donations. It also describes an innovative "Name Your Price" campaign that increased ticket sales by 100% and orders by 86% for two arts organizations. Additionally, it outlines strategies for improving fundraising returns, including a 2:1 challenge grant to increase donor participation and additional matching for first-year donors.
The document discusses key insights from interviews with leaders of brands that consistently rank high in simplicity. Some common themes that emerged:
- Simplicity requires focus on the customer above all else and trusting employees to deliver great experiences.
- Organizational culture must value simplicity, with minimal policies and management empowering passion.
- Leaders must distill complex topics into simple, easy to understand answers and stories without losing precision.
- Delivering simplicity is challenging and goes against human nature but yields higher customer loyalty and lifetime value.
Social media and multichannel consumerBarry Dalton
This document provides an overview of multi-channel customer engagement and trends in social media. It discusses how consumers are increasingly engaging with brands across multiple channels like mobile, social media, web and email. It also outlines key trends in the social media space like its growing global user base, how engagement occurs across various platforms, and the importance of listening to consumers. The document advocates that brands look at consumer behavior and engagement from the perspective of creating business value both in social media and with social media through objectives like improving the customer experience, generating insights, measuring performance and innovating with customers.
The document discusses concepts and tools of social marketing. It emphasizes understanding consumers and using insights to develop strategies that address consumer wants, needs and motivations. Specifically, it recommends segmenting audiences and understanding competition for attention in order to craft appealing messages and programs. Examples focus on using these principles to increase smoking cessation, particularly among routine workers who are heavy smokers.
Paul Polman, the CEO of Unilever, discusses in an interview how companies must adapt to changing consumer behaviors and focus on execution. He emphasizes the importance of corporate social responsibility and sustainability. Polman believes that if companies innovate well and create value for consumers, margins can continue to expand despite competition.
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So you have a Facebook page, a You Tube channel, a Flickr account and sending the odd Tweet but what is the return on investment for the business? This session will share how to integrate what you are doing on-line with your marketing plan. You will walk away with the tools you need to monitor .
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This document discusses how brands and consumers can create a value exchange. It begins by explaining that consumer needs have become more complex due to today's interconnected world. It then notes that brands can fulfill these new needs through various behaviors. When brands match their behaviors to meet consumer needs, a mutual value exchange is created. The document presents findings from a study of 15,000 consumers in 12 countries that show current exchanges provide little value for consumers. Consumers demand more responsiveness, involvement and conviction from brands. Additionally, emotional and rational needs are merging. Fulfilling societal needs is shown to drive business outcomes. The document concludes by offering recommendations for how Indian brands can better create value exchanges, such as through storytelling, conviction,
A Decade of Change - Man of Many Research.pdfMan of Many
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Australia's Largest Men's Lifestyle Site & Brand of the Year in Mumbrella Publish Awards, 2021. The latest in products, culture & style news.
The significance of brand and how to research it, drawing on the experiences of two national charities and nfpSynergy’s experience in tracking charity brands over time.
This document provides insights into mothers with children aged 0-3 years old in India. Key insights include:
1. Mothers in this demographic heavily rely on mobile and online search to research products before purchasing. Video content performs particularly well.
2. Insights from surveys and data show these mothers are time-poor and use social media to seek recommendations and advice from others.
3. Search interest data finds the highest search volumes are for baby clothing, with many brands mentioned receiving thousands of monthly searches, mostly from mobile devices.
This document provides guidance on developing a social media strategy for Penn State's College of Agricultural Sciences. It discusses the college's mission and strategic initiatives, and identifies key audiences like prospective students, alumni, and industry partners. It recommends social media platforms like Facebook, Twitter, YouTube, and blogs to increase student enrollment, enhance knowledge sharing, and strengthen stakeholder communication. Goals are to inform audiences, build engagement, conduct research, and promote the college's work in areas like renewable energy and nutrition. Helpful resources for developing an effective social media presence are also provided.
The document provides testimonials from several individuals about Dale Thomas Vaughn's communications skills and experience. Mark Holley describes Dale as an outstanding communicator who grasps concepts quickly. Doug Hughes says Dale is incredibly talented and that his work exceeded expectations. Robert Land calls Dale a rising thought leader who is passionate and wants to make the world better. Kai Hochhausen praises Dale's ability to motivate others and find positives in difficult situations. Wendy Webb refers to Dale as a high-energy professional with strong work ethic.
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
This document was submitted as part of interview process for Marketing Specialist position at DTA Promotion, an Indonesian company which offers 360 degree marketing services, including ATL and BTL advertising platform.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
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Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
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This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend.
Top 10 AI Trends to Watch in 2024
Trend 1: Agentic AI
Overview of Agentic AI
Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances.
Impact of Agentic AI
Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements.
Examples and Use Cases of Agentic AI
Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety.
Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security.
Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary.
Trend 2: Open Source AI
Overview of Open Source AI
Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education.
Impact of Open Source AI
The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences.
Examples and Use Cases of Open Source AI
TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.
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https://digibrooks.com/digital-marketing-services/
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This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
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Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
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Boost your brand with top-notch digital marketing services in New York! Our expert team specializes in SEO, social media marketing, PPC advertising, and email campaigns to drive engagement and increase your online presence. Partner with us to reach your target audience, track performance, and achieve measurable results. Transform your digital strategy and stay ahead in the competitive NYC market. Contact us today!
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4. ANYTHING FROM THE LATE
GRIFFIN FARLEY ON SLIDESHARE
SOME AMAZING THINKING ON THE SUBJECT
CONNECTIONS PLANNINGNESS
BY GARETH KAY AND JASON OKE
5. A WORTHY ROLE WITH A BRANDING PROBLEM
Communications Planning = Too media focused
Experience Planning = Too digitally focused
Context Planning = Too esoteric
Channel Planning = Too tactical
Connections Planning = The least bad option
6. CONNECTIONS PLANNING CONUNDRUM
Connections planning should be a core planning skill rather than a
separate discipline
But it must be cultivated as a discipline before it can become a skill
The lack of a widespread, sustained cultivation of the discipline has
led to a dearth of talent and product development
11. EVERY COMMUNICATION SHOULD BE
THOUGHT OF AS A CONTRIBUTION TO
THE COMPLEX SYMBOL WHICH IS THE
BRAND IMAGE
- DAVID OGILVY
12. W H Y
We believe that smarter brand experiences lead to stronger
human connections and reflect a more attractive brand image
W H A T
We are a team of experience architects that help design, build
and optimize brand narratives in unified, relevant ways
H O W
We create connective tissue before, during and after a big idea
is generated to amplify and maximize its impact
T H E V I S I O N
14. C O R E
C A P A B I L I T I E S
CO N S U M E R
PATTERN
RECO GNITION
T RA N S M E D I A
STRATEGY
CONTENT
AMPLIFICATION
N EW MED IA
ADO PT I ON
1
E X A M I N E
2
C O N N E C T
3
A M P L I F Y
4
I N N O VA T E
16. THE MISSIO N
Identify attitudinal patterns among existing consumers in order to
drive behavior among new prospects who with a shared mindset
Unearth insights that better inform how to communicate and
connect with high potential targets
Connect with those who share similar patterns with a greater
degree of confidence
CO N S U M E R
PAT TERN
RECOGNI T I O N
17. LINKING BEST OF BREED
RESOURCES WIDENS THE
CONSUMER APERTURE
CO N S U M E R
PAT TERN
RECOGNI T I O N
18. DEMOGRAPHICS
Gender | Age | HHI
Marital Status | Kids
Ethnicity | Region
MINDSET
Attitudes | Values |
Shopping Preferences |
Cultural Patterns
CONNECTIVITY
Likes/Dislikes |
Media Consumption &
Receptivity |
TechnographicsCPR PROFILES YIELD
HOLISTIC BENEFITS
CO N S U M E R
PAT TERN
RECOGNI T I O N
19. A DEEPER LOOK AT ATTITUDINAL SEGMENTS
Laura
Quick & Convenient
Cleaner
Melissa
Cleaning
Routinist
Susan
Cleaning is
Nirvana
Amanda
Time-Pressured
Appearance Cleaner
20. Cleaning Avoiders
21%
Time-Pressured Appearance Cleaners
15%
Quick & Convenient Cleaners
24%
Cleaning is Nirvana
19%
Cleaning Routinists
21%
Looks for new and different cleaning
products, and willing to spend more
on cleaning products that she feels
are the best.
Ipsos Segmentation Study 2011
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
21. MRI 2012 Doublebase, Indexed against adults
CPR PROFILE
Projected Population: 34.5MM
Sticks to her Routine: Routines simplify her busy life
[STRONGLY AGREE] I am so busy, I often can't finish everything I need to in a day OR I
purchase products to help organize my life OR I prefer a set routine in my daily life OR
Keeping a neat, organized home is a top priority for me OR [DISAGREE] I seek out variety
in my everyday life
&
Quality Control: Looks for quality over price
[STRONGLY AGREE] I am typically willing to pay more for high-quality items OR I buy
based on quality, not price OR When I find a brand I like, I stick to it OR If a product is made
by a company I trust, I’ll buy it even if it is slightly more expensive
&
Trend Adopter + Setter
[STRONGLY AGREE] I'm always one of first of my friends to try new products/services OR
People often come to me for advice before making a purchase OR Curiosity - Wanting to
explore and learn about new things
&
Family Oriented: Her friends and family are very important to
her and taking care of them is a top priority
[STRONGLY AGREE] Protecting the family - Having safety for loved ones OR Helpfulness -
Making the effort to assist others OR Friendship - Having close, supportive friends OR
Spending time with my family is my top priority
&
Home Pride: The appearance of her home is a reflection of
herself
[STRONGLY AGREE] How a personal care or household product smells is very important to
me OR I enjoy showing off my home to guests OR My home is an expression of my personal
style OR I like to give the impression that my life is under control OR I smell personal care
and household products in the store before I buy them
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
22. HOUSEHOLD INCOME
$50K+
(51%)
white black hispanic asian
3%
14%15%
73%
PRINCIPLE SHOPPER ETHNICITY
LARGEST AGE BREAK
30-44 years
(29%)
female
73%
EDUCATION
some college
(20%)
MARITAL STATUS
married
(50%)
# OF KIDS
1-2
(29%)
male
27%
WORK STATUS
employed
(57%)
97 127 100
DEMOGRAPHICS
95
PROJECTED POPULATION
34,464,000
U.S. ADULT POPULATION
15%
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
MRI 2012 Doublebase, Indexed against adults
23. ATTITUDES
+VALUES
ENTHUSIASTIC EXTROVERT
Melissa greatly values her friendships, and she is an active, outgoing member
of her social circle. She isn’t afraid to give her opinion to friends.
STEADFAST TRADITIONALIST
Melissa takes pride in her heritage, and she makes a point to pass down
family and cultural traditions.
A TRAINED EYE ON AESTHETICS
Social status and outward appearance are very important to Melissa. She is
conscious of her actions and how it affects the image she wishes to convey.
EFFORTLESSLY IN CHARGE
Melissa always wishes to maintain a sense of control in her life. Organization
is essential, and it is something that comes rather easily.
EPICURIOUS ARTISAN
Melissa likes to express her creativity through culinary pursuits. She frequents
culinary sites for new recipes to create. And she spends a lot of time
watching the Cooking Channel and the Food Network.
REASSURED SHOPPER
Even though Melissa is image driven, she does not let others influence her
purchase decisions.
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
MRI 2012 Doublebase, Indexed against adults
24. 1
2
3
4
5
TV MAGAZINE INTERNET RADIO MOBILE OOH
117 103 100 102 109 118CONTENT
OMNIVORE
1
2
3
4
5
MRI MEDIA QUINTILES
1 (Heavy Usage) 5 (Light Usage)
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
MRI 2012 Doublebase, Indexed against adults
25. Top 5 Magazine Genres
1. Babies 135
2. Bridal 132
3. Parenthood 131
4. Epicurean 129
5. Women 129
Top 10 TV Networks
1. Cooking Channel 136
2. Oxygen 131
3. OWN (Oprah Winfrey Network) 121
4. LMN (Lifetime Movie Network) 120
5. Lifetime 119
6. Hallmark Channel 118
7. Bravo 113
8. BET (Black Entertainment TV) 111
9. Food Network 108
10.HGTV (Home & Garden Television) 108
More likely to
personally own
a tablet or
e-reader
(106 index)
Top Radio Genres
1. Gospel 128
2. Jack 111
3. Public 109
4. Soft Adult Contemporary 111
MEDIA
FAVORITES
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
MRI 2012 Doublebase, Indexed against adults
26. Top 10 Internet Activities
1. Looked for recipes online 123
2. Obtained childcare or parenting information online 113
3. Obtained medical information online 110
4. Shared photos through Internet website 107
5. Paid bills online 106
6. Visited a TV network or TV show's website online 105
7. Made a purchase for personal use online 104
8. Made personal or business travel plans online 103
9. Looked for employment online 103
10. Obtained financial information online 102
DIGITAL
DETAILS
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
MRI 2012 Doublebase, Indexed against adults
27. CONSIDERATIONS
+ IMPLICATIONS
Consider connecting with her cooking passions
She looks for useful home therapy: caring tips, tricks and content
that help her
How do we gauge differentiation for each of the big 3 brands
What need states pop for this segment
High consumption of various media forms create multiple ways to
connect in innovative ways
Open to trying new methods and products
She is a household goods maven so consider her for WOM
opportunities
She seeks the wisdom of girlfriends – looking at social sites as her
ratings and reviews tool - both as a viewer and participant
Consider opportunities with social sharing sites like Pinterest
C O N S U M E R PAT T E R N R E C O G N I T I O N
Melissa
Cleaning Routinist
MRI 2012 Doublebase, Indexed against adults
28. L I N K I N G T OCO N S U M E R
PAT TERN
RECOGNI T I O N
29. I enjoy preparing food for my family, and
even though cleaning up is a hassle I love
the feeling of a “kitchen reset”
I love the feeling
of a thoroughly
clean kitchen, I just
wish it was easier
I’m willing to try new products especially
the ones that offer simpler cleaning
solutions*
I can’t wait to tell
people about my
new kitchen
cleaning ally
Whoa!
It really did work
better on grease, now
I’ll use it on all my
kitchen messes
I’m buying
Scrubbing Bubbles
for my kitchen
because it does
everything my APC
does, and it’s better
on grease
Brand X now has
a kitchen cleaner
that’s works
harder than my
APC, especially
on tougher jobs
My current way of cleaning grease and
tougher jobs requires a lot of effort but
need to get done*
If a product is made by a company I
trust, I’ll buy it**
PRIMARY
BARRIERS
DESIRED
RESPONSE
PRIMARY
DRIVERS
O
I’m more likely to buy cleaning solutions
that save me time*
I clean my kitchen more frequently
because it’s the center of my house
I really enjoy cooking and trying
new recipes**
I’m sought out by my friends for
recommendations on products*
I believe my current cleaner kills germs,
and is OK on grease*
I’m not aware of Brand X as a kitchen
cleaner°
I don’t think Brand X belongs in the
kitchen
Everyone’s entitled to my opinion, so if I
don’t like something I will say so
I tend to stick with brands/products I’m
comfortable with, and it’s difficult to
break from my routine*
I’m not used to seeing Scrubbing
Bubbles in the APC section of the aisle°
Brand X is not any better than what I
used to use*
IPSOS* | MRI** | MB° | ASI‡
CPR OUTPUT PROVIDES
RIGOR TO THE
CONSUMER JOURNEY
30. I love the feeling of a
thoroughly clean
kitchen, I just wish it
was easier
I can’t wait to tell people
about my new kitchen
cleaning ally
Whoa!
It really did work better on
grease, now I’ll use it on all
my kitchen messes
I’m buying Scrubbing
Bubbles for my kitchen
because it does everything
my APC does, and it’s
better on grease
Brand X now has a kitchen
cleaner that’s works harder
than my APC, especially on
tougher jobs
I enjoy preparing food for my family, and
even though cleaning up is a hassle I love
the feeling of a “kitchen reset”
I’m willing to try new products especially
the ones that offer simpler cleaning
solutions*
My current way of cleaning grease and
tougher jobs requires a lot of effort but
need to get done*
If a product is made by a company I
trust, I’ll buy it**
I’m more likely to buy cleaning solutions
that save me time*
I clean my kitchen more frequently
because it’s the center of my house
I really enjoy cooking and trying
new recipes**
I’m sought out by my friends for
recommendations on products*
I believe my current cleaner kills germs,
and is OK on grease*
I’m not aware of Brand X as a kitchen
cleaner°
I tend to stick with brands/products I’m
comfortable with, and it’s difficult to
break from my routine*
I don’t think Brand X belongs in the
kitchen
Everyone’s entitled to my opinion, so if I
don’t like something I will say so
I’m not used to seeing Scrubbing
Bubbles in the APC section of the aisle°
Brand X is not any better than what I
used to use*
CPR OUTPUT HELPS
PRIORITIZE THE
CHANNEL PALETTE
32. The most effective experiences cause
people to not only buy your product,
but also to buy into your brand.
T RA N S M E D I A
ST RATEGY
33. Finding balance will lead to experiences that give
people reason to commit to the brand
BUY INTO THE BRAND BUY THE PRODUCT
T RA N S M E D I A
ST RATEGY CONSUMER
BENEFIT
34. We typically put a lot of media weight
on hard-working, mass-reach assets
CONSUMER
BENEFIT
BUY INTO THE BRAND
BUY THE PRODUCTT RA N S M E D I A
ST RATEGY
35. Finding balance will lead to valued experiences
that give people reason to commit to the brand
BUY INTO THE BRAND BUY THE PRODUCT
T RA N S M E D I A
ST RATEGY CONSUMER
BENEFIT
36. T RA N S M E D I A
ST RATEGY T H E P R E M I S E
CREATING VALUE AND MEANING LEADS TO
BRAND EXPERIENCES THAT SPREAD
A “treatment” of the brand story focused on creating
meaning and connection
A tool for managing how the meaning of a brand is
understood and communicated
A distillation of key inputs in a succinct, action-oriented
articulation gives clear direction and focus to
cross-discipline teams
37. T RA N S M E D I A
ST RATEGY T H E I N P U T S
BRAND PURPOSE
AUDIENCE INTERESTS
EXPERIENTIAL VALUE
38. T RA N S M E D I A
ST RATEGY
Leveraging Brand Purpose yields actions consistent with the
brand’s image, i.e. what it exists in the world to do.
“The Big ideal” is critical for clearly defining the most
relevant actions of a purpose-driven brand.
B R A N D P U R P O S E
39. A U D I E N C E I N T E R E S T ST RA N S M E D I A
ST RATEGY
By committing to an understanding of the interests of your
core audience, your content and experiences will have the
highest probability of being shared, spread and discussed
in the culture at large.
40. E X P E R I E N T I A L VA L U ET RA N S M E D I A
ST RATEGY
With increasing frequency, brands are expected to provide
experiences that add value to people’s lives.
“Experiential value” can be economic, convenience-focused,
philanthropic, entertaining, etc.
41. T RA N S M E D I A
ST RATEGY G E T T I N G S T A R T E D
QUESTIONS...
• What is the story you want to tell?
• What is the story framework (i.e. the intended meaning of the story and
the essential tools for communicating it)?
• Who are the primary characters (e.g. the protagonist and antagonist)?
• What are the sources of conflict?
SUGGESTIONS...
• Start with the end in mind. Think about what the future press release of
your brand’s story will be.
• Create the framework and keep in mind that it may not be explicitly
articulated but intuitively understood.
• There are multiple sources of conflict, but internal conflict is the key to
emotional connection with the audience.
• Listen. Adapt. Build.
43. Neo@ Ogilvy | Proprietary & Confidential
We are conductors,
not composers
43
44. BIGIDEA
INSPIRE CREATIVES AND CLIENTS TO
LOOK THROUGH NEW MEDIA LENSES
AMPLIFY IDEAS TO MAKE DEEPER
BRAND STORIES AND EXPERIENCES&
CONTENT
AMPLIFICATI ON
45. WHY IS THIS BRIEF HERE?
We need a campaign for 2014 that shatters category norms - that provokes a response - that
gives a POV - that forces people to take a side. We need an idea that works with media vehicles
including and beyond TV (think: radio, OOH, digital, social, mobile). We need creative work that
makes more noise and creates more conversation in a highly competitive category where we are
outspent and less known.
WHAT IS THE OBJECTIVE?
Build awareness by distinguishing Pinnacle Vodka as the brand that dares you to explore a more
flavor-filled world where we take ourselves a lot less seriously and have a lot more fun doing so.
WHAT IS THE BRAND PROMISE?
At Pinnacle, we stretch the boundaries of our imagination to create more fantastic flavors than
any other spirit. But the one flavor we are most proud of is our original – the premium vodka
offered at a not-so premium price.
WHO ARE WE TRYING TO INFLUENCE?
We want to connect with wide-eyed explorers (LDA - 29 yr. old men and women):
• They have an unapologetically experimental mindset.
• They know experimenting leads to more rewarding experiences.
• They’re spontaneous and always on the lookout for the next thrill – just like our brand.
• They’d rather play Truth AND Dare.
• They tend to drink more than others when playing “Never have I ever...”
• They’d rather spin the bottle than admire its fancy label.
WHAT IS THE BRAND STRATEGY?
The Pursuit of Irresistible Fun
The vodka category is full of expected pretenses – it’s portrayed with either over-the-top luxury
or over-sensationalized nightlife scenarios. Pinnacle Vodka stands apart from them by showing
there’s nothing real about that. We support the pursuit of irresistible fun. We encourage
discovery and embrace the unscripted. We raise a glass to those that fly in the face of
convention – that dare to experiment with something new – that believe it’s the unchartered
path that takes you to an elevated state.
WHAT ARE WE TRYING TO CONVEY?
Dare to experiment. Dare to discover. Dare to taste a new flavor of fun.
WHAT IS OUR VOICE?
Pinnacle exists outside the lines of the spirits category by daring you to discover and explore the
bar of infinite possibilities. The brand is always up for anything, with anyone, at any time.
The Pinnacle brand of fun...
2014
PINNACLE
CREATIVE
BRIEF
IS...
Spontaneous
Irreverent
Experimental
Unscripted
Sexy
Inclusive
IS NOT...
Expected
Traditional
Expensive
Staged
Dirty
Elite
DARE TO
EXPERIMENT
WHAT ARE THE MANDATORIES AND CONSIDERATIONS?
• Set us apart from conventional category usage occasions like night clubs, clinking cheers,
etc.
• We want to stand out from not only the vodka category but the spirits category.
• Our work needs to ensure that Pinnacle is the catalyst to fun that gets your night started
and keeps it going .
• We can’t just sell fun, we need to sell Pinnacle.
WHAT ABOUT THE COMPETITION?
We need work that breaks free and looks and feels different from our competitors. This is a
must. Take a look at their latest work by clicking the links below:
Smirnoff
Absolut
Svedka
Skyy
Ciroc
UV
Grey Goose
Ketel One
INSPIRATION
Within the category...
Southern Comfort | Whatever’s Comfortable
Dos Equis | Most Interesting Man in the World
Heineken | The Entrance
Outside the category...
Cosmopolitan Hotel in Las Vegas | Just the Right Amount of Wrong
Diesel | Be Stupid
Ray Ban | Never Hide
5 REASONS TO GET EXCITED ABOUT DIGITAL, SOCIAL + MOBILE
1) Wide-Eyed Digital Natives - Our wide-eyed explorers are lifelong digital natives
2) Sharing The Night - Posting and pinning is the new scrapbooking
3) We’ve Got Fans - We’ve got a disproportionate share of them online
4) High Engagement - They are engaging with what we’re doing in the social space
5) Eclipsing the Competition - Despite our relative size, we are more social than our
competitive set
WHAT IS OUR MEASURE OF SUCCESS?
Increase awareness among our target by 5 points
Testing criteria: Awareness = Branding + Enjoyment + Engagement
AGENCY AND CLIENT LEADS
CREATIVE LEAD STRATEGY LEAD ACCOUNT LEAD CLIENT LEAD
Joe Sciarrotta /
Donna Charlton-Perrin
John Manley Becky Getz /
Katie Wesch
Deb Boyda /
Jason Dolenga
HYPERLINKED INSPIRATION
PAGE OF THE BRIEF LETS
CREATIVES EXPLORE
INNOVATION IN THE
CATEGORY AND BEYOND
CONTENT
AMPLIFICATI ON
INSPIRE CREATIVES
AND CLIENTS TO
LOOK THROUGH
NEW MEDIA LENSES
49. build
roll out what the vision can
do in more specific ways
Consumer Audience
Medtronic leads the way
to a promising future of
comprehensive
solutions.
HCP / ITL Audience
Medtronic makes it
easier to treat patients
and help them achieve
better outcomes.
Print Ad
Medtronic
Diabetes Site
Print Ad
VIRTUAL PANCREAS | A LIFE WITHOUT LIMITS
The Virtual Pancreas is the discovery of proven
breakthroughs in diabetes technology and the
creation of a global support community with a
common goal – to empower people with
diabetes to live a life without limits.
Proof Point: Medtronic VEO (530G)
consumer + HCP audiences
Sales
Collateral
Online
Display Ads
Trade Shows /
Events
Owned
Media
Earned
Media
Paid
Media
Social / PR
launch
Announce the virtual pancreas
vision to the public in a bold way
Newspaper /
Trade Ad
INTRODUCING THE VIRTUAL PANCREAS
At Medtronic, we have a history of introducing
breakthrough diabetes technologies on the path
to the artificial pancreas. Today, we define a
new vision that will change how people around
the world approach diabetes management. We
call it the Virtual Pancreas.
Site
Takeovers
Medtronic
Diabetes Site
Brochures /
Pamphlets
Internal, Influencer, Consumer,
caregiver, HCP and Investor Audiences
PR / Social
seed
SEED introduction WITHin
Medtronic AND WITH influencers
internal + influencer audiences
Internal
Comms
INTRODUCING THE VIRTUAL PANCREAS
At Medtronic, we have a history of introducing
breakthrough diabetes technologies on the path
to the artificial pancreas. Today, we define a
new vision that will change how people around
the world approach diabetes management. We
call it the Virtual Pancreas.
Sizzle Film
PR / Blog
Outreach
Medtronic
Diabetes Site
Press
Packet
Influencer Audience
Medtronic leads the way
to a promising future of
comprehensive
solutions that empower
people with diabetes to
live a life without limits.
Internal Audience
Our daily work and
collective actions
make a difference.
Together, we empower
people with diabetes
to live a life without
limits.
Sponsored
Content
Trade Shows /
Events
Search
virtual pancreas
strategic rollout plan
Sizzle Film
Sizzle Film
49
50. MEDIA PHASE AUDIENCE objective Strategy PERCENT TOTAL
PR / Blog
Outreach
SEED Influencers
Educate select industry influencers about
the advancements of VP to facilitate
knowledge sharing
Generate buzz about VP with targeted
newsmakers and conversation starters
10% $200,000
Newspaper /
Trade Ad
LAUNCH
Internal
Influencers
Consumers
Caregivers
HCPs
Investors
Educate influencers, healthcare
professionals and investors about the
break-though advancements of VP
Declare the dawn of a new day in
diabetes treatment through a major
newsworthy advancement
10% $200,000
PR / Social
LAUNCH
Internal
Influencers
Consumers
Caregivers
HCPs
Investors
Create and spread compelling content
designed to activate people around VP
through meaningful dialogue
Galvanize the Medtronic Facebook fan-
base and other Facebook communities
related to diabetes
15% $300,000
Sponsored
Content
LAUNCH
Internal
Influencers
Consumers
Caregivers
HCPs
Investors
Identify key digital publications with
sponsored content environments for
editorial copy about VP
For some audiences, such an
announcement deserves more
information in editorial form
5% $100,000
Media
Takeovers
LAUNCH
Internal
Influencers
Consumers
Caregivers
HCPs
Investors Raise awareness and drive traffic to
VP.com in targeted, contextually relevant
sites like WebMD and MayoClinic.com
Declare the dawn of a new day in
diabetes treatment through a major
newsworthy advancement
5% $100,000
Display Ad
BUILD
Consumers
Caregivers
HCPs
Raise awareness of VP and drive traffic to
VP.com in targeted, contextually relevant
sites like WebMD and MayoClinic
Introduce the VP on sites where people
seek medical expertise and news of
advancements
10% $200,000
Print Ad
BUILD
Consumers
Caregivers
HCPs
Raise awareness of VP and drive traffic to
VP.com in targeted, contextually relevant
magazines and publications
Introduce the VP in publications where
people seek medical expertise and
news of advancements
25% $500,000
PR / Social
BUILD
Consumers
Caregivers
HCPs
Create and spread compelling content
designed to activate people around VP
through meaningful dialogue
Galvanize the Medtronic Facebook fan-
base and other Facebook communities
related to diabetes
10% $200,000
Search
BUILD
Consumers
Caregivers
HCPs
Be at the top of search results on Google
and Bing related to diabetes
News of the Virtual Pancreas should be
easy to find by those seeking out info
about diabetes
10% $200,000
CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only. 100% $2,000,000
50
virtual pancreas
strategic rollout plan
52. L E A N I N G I N T O T H E
N E X T N E W T H I N G
Apply a strategic vision to the wild, ever-evolving world of
marketing, media and advertising
Cultivate an environment of insatiable curiosity among
clients and agency teams alike
Implement test-and-learn initiatives focused on next
generation communications platforms
NE W MEDIA
AD O PTION
53. O B L I G A T O R Y
R E C A P
CO N S U M E R
PATTERN
RECO GNITION
T RA N S M E D I A
STRATEGY
CONTENT
AMPLIFICATION
N EW MED IA
ADO PT I ON