Fitzroy Amsterdam Presentation

ARE YOU ADAPTABLE TO CHANGE?

CHARLES DARWIN THE FATHER OF EVOLUTION WHO JOINED FITZROY ON THE BEAGLE SAID...

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IT’S NOT THE STRONGEST OF THE BRANDS THAT SURVIVES IT’S THE ONE MOST ADAPTIVE TO CHANGE

WELL MARKETING IS ALSO THE SURVIVAL OF THE FITTEST ISN’T IT

OUR (MARKETING) WORLD IS CHANGING

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CONSUMER BEHAVIOR AND (MEDIA)TECHNOLOGY DRIVE THIS CHANGE

BEING THE BIGGEST ADVERTISER OR HAVING THE BIGGEST AGENCY WITH THE BIGGEST CARS IS NOT GOING TO SAVE YOU

ADAPT THE CHANGE

BY GIVING (CONSUMER)RESEARCH A MORE PROMINENT ROLE

ADAPT THE CHANGE

ADAPT THE CHANGE

BY UNDERSTANDING THAT SOCIAL MEDIA TOOLS WILL IMPACT EVERYTHING FROM PRODUCT INNOVATION TO CUSTOMER SERVICE

ADAPT THE CHANGE

BY HAVING A MORE ACTIVE AND FLUID APPROACH TO MARKETING INVESTMENTS

BY IMPLEMENTING (SOCIAL) MEDIA PLANNING IN THE CREATIVE PROCESS

ADAPT THE CHANGE

BY HAVING THE RIGHT CONVERSATION AT THE RIGHT PLACE AT THE RIGHT TIME

ADAPT THE CHANGE

FOR THE RIGHT REASON OR JUST FOR THE RIGHT EMOTION

ADAPT THE CHANGE

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THE OLD METHODS DON’T WORK ANYMORE

http://www.unurth.com/

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DON’T OUTSPEND YOUR COMPETITOR

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OUTSMART THEM

FITZROY HELPS BRANDS TO BECOME THE BEST ADAPTABLE TO CHANGE

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BY KNOWING THE ZEITGEIST, BY ACTIVATING THE TARGET GROUP AND HAVING A FLUID AND PRO-ACTIVE APPROACH

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WE HAVE 17 SPECIALISTS WORKING ON: WISDOM (N=4), MAGIC (N=9) AND OPERATIONS (N=4)

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WHAT MAKES US UNIQUE?

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WE HAVE STRATEGIC DIRECTION INSTEAD OF CREATIVE DIRECTION

WE ALWAYS START WITH RESEARCH RESEARCH RESEARCH

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WE HAVE (SOCIAL)MEDIA STRATEGISTS

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WE BELIEVE THAT YOU NEED MAGIC TO ACHIEVE YOUR GOALS

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WE ARE FLUID AND HAVE A PRO-ACTIVE APPROACH WE ARE IN IT TOGETHER

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WE HELP 1%CLUB/ACCENTURE/ BACARDI/CREYF’S/DESPERADOS/GALL&GALL/HEINEKEN/HYUNDAI/MALMBERG/WHATSER

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HOW? SOME EXAMPLES

29 ESPRIX AWARD

CO-CREATE+RETAIL WWW.JOUWHEINEKEN.NL: CONVERSION TARGET WITHIN 7 WEEKS

IDENTITY ONLINE ADVERTISING

WEBSITE

PACKAGING

ONLINE ADVERTISING

ONLINE ADVERTISING

CLOSENESS+COCREATE

NOMINATION DUTCHBLOGGIES

WWW.ONDERWIJSVANMORGEN.NL: 25% OF TARGET GROUP VISITS THE BLOG MONTHLY

CO-CREATION

BLOG

SEEDING

PRINT

150 MOVIES ON 1 PLATFORM

SEEDING ON BLGOS

100K FREE PUBLICITY

PROMOTION

FLIRT=FUN+PROMO BACARDI’S FLIRTATION CAMPAIGN: 550.000 VISITS IN 6 WEEKS

THEFWA + DOPE AWARD

32 ERE RECUITING AWARD

LOWER HR COSTS INTRANET ACCENTURE REFERRAL: 33% OF ALL NEW EMPLOYEES

WEBSITE

INTERNAL COMMUNICATION INTERNATIONAL OUTROL

WEBSITE

UPGRADE+TRIAL SEVERAL CAMPAIGNS: INCREASE TRIAL THROUGH INTERNET BY 300% IN LAST 2 YEARS

NO 9 DUTCH TWITTER BRANDS

MUSIC+MEMBERS

BEST PROMO BY PROMZ

HEINEKEN CASSETTESTICK: 30.000 NEW MEMBERS HEINEKEN.NL

MOJITO+PROMO MOJITO KIT & VIRAL: INTERNATIONAL ROLLOUT & THIS YEAR 4TH TIME

MOJITO KIT

WORLD

ARE YOU WILLING TO CHANGE?