Procesos

NEGOTIATIONS

Media Plan

Proposal

Team Maintenance

Remarks

MediaVest - Team

Definition, alongside H&M , of the general strategic guidelines, guaranteeing their

correct application.

Control over the achievement of objectives and deadlines established in the agreement

with H&V.

Responsible for the work of the team (Professional pro files, staff turnover, roles

definition, tasks and trainings)

Identification of learnings and opportunities for H&M business.

Guide of the focus of negotiations and development of strategies.

Foster and facilitate the right communication between H&M, MediaVest and the

creative agency(ies)

Definition of the strategic focus for the integration of Research to the

planning process.

Proposal of development of special projects according to opportunity

areas for H&M.

Guarantee for the quality of the final product delivered to H&M. Dir

ecti

on

Incorporate the strategic guidelines to the

planning.

Develop strategic plans.

Execute a correct target analysis and

consumer insight.

Provide support during media

negotiations.

Responsible for budget control.

Planner Incorporate the learnings of the special projects developed to the planning.

Develop market and competitive analysis.

Generate added value, look for alternative options to brand activations, how to maximize the media contracts (Media Expert: TV, Radio, and Magazines) .

Administrative control of the contracts.

Media Assistant Delivery of media orders and materials.

Control of the campaign exhibition.

Management of the contracts consumption.

Monitoring the competitive activity.

Guarantee the correct flow of information and reports to the client.

Research

Supervisor

Guarantee the correct functioning of applications

and proprietary and syndicated tools.

Incorporate the media Research perspective into the

conclusion of learnings for feedback.

Provide support to the target analysis and definition of

consumer insight.

Support the definition and development of special

projects for H&M

Systematization of Best Practices and successful

case studies.

Work Process

Confidentiality Procedures

Restricted access to Administrative softwares

based on permissions by role, user, and position.

Sign of a confidentiality agreement for all the staff working for H&M

Administration of key information:

Information about new products, marketing plans, launch of products, new projects, or competitive information will be treated with the highest standards of confidentiality by the team.

Information security.

Restricted access to computers only to users from the H&M team.

Post Compra

Development and Planning of campaigns

Work Process

H&M MediaVest

Annual Planning

Generation of Learnings

Objectives

Definition

Brief Delivery

Approval and

timing coordination

Feedback H&M

General guidelines for

the brand | Target

analysis

Development of

target analysis

(insight)

Strategy Development

| Media Plan Proposal

Campaign

Implementation

Verification and

evaluation of results

Objectives

Definition

The brand delivers strategy and objectives for the year or period of work

Business Objectives

Communication Objectives

Estimated budget for the year

Projects Definition

Brand priorities

Periods of activity

Definition of consumption segments.

October each year, in order to work the

general plans for the following year.

General

guidelines by brand

Analysis of the Strategic Target of the Brand.

Competitive Landscape Analysis

Definition of Communication Target

Definition of Buying Target

Definition of TRP’s and Reach objectives

Exercises for Media Negotiation

Contracts analysis

Periods and Weeks of Activity by campaign

Media Strategic Definition

Development of the General Plan for the brand

Dev

elo

pm

ent

cam

pai

gn p

roce

ss:

Del

iver

y o

f B

rief

Definition of the information needed to be included in

the Brief.

Definition of Specific Objectives

Business and Communication

Consumption segmentation

Periods of exhibition and budget

•Timing : -60 days

•Responsible : Marketing Manager.

Integrated Work Process

Objective: Coordinate and align business an communication perspectives with all the actors involved in the process.

Responsible : Marketing Manager

Participants in the meeting for the Delivery of the brief:

– Client

– Media Agency

– Creative Agency

– Others

Definition of timing and tasks for each participant.

Target Analysis

Target Analysis

Sociodemographic Characterization Media Exposure

Reach / Affinity

Psychographic Profile

Opinions and attitudes

Recreational Activities

Insight Development

Responsible : MediaVest: Media Planner

Media Plan

Proposal

• Communicational Strategy

• Multimedia Reach Set up

– Media/channel selection for each specific

target

– Definition of levels (Reach/Trp’s)

– Media Proposal (Activation)

• Rationale definition on how to reach the goals

defined by the client.

• Responsible : MediaVest: Media Planner

Plan Approval

• Comments / modifications

• Adjustments to proposed Media Mix

• Integrated work with creative agencies

– Alignment of media and creative

proposals

• Responsible : Marketing Manager

Final Plan

Delivery of the final plan, including feedback from the client and the creative

agencies.

Timing : - 20 days

Responsible : MediaVest, Media Planner

Client Final Approval

Responsible : Marketing Manager

Plan Implementation Sending of media orders

and materials

Responsible : MediaVest,

Media Assistant

Post Buy;

Follow up and Evaluation

Responsible : MediaVest, Media Planner

Verification / Daily Evaluation

– Weekly exhibition tracking

– New ads category report

Rescheduling of omissions

Monthly Post campaign evaluation

Generation of Campaign Learnings

– Once the campaign is finished

Administrative Process

Objective: Control H&M administrative

process through:

Responsible : MediaVest, Media Assistant

Detail Timining

Ad spend report

Estimated (provision) 23rd day of the current month

Real 15th day of the following month

Management of Contracts Consumption

Conciliation of Contracts Consumption

Monthly, with the sending of the Real Report

Sending of invoices

After previous control, to client. Working day after the reception

Operational

Principles

Operational Principles

All instructions must be written.

All requests must be approved by

H&M Marketing Manager.

All budget changes must be

informed and/or approved by the

client.

All changes to material to be

exhibited must be approved by the

client.

Creative agency must inform about

delays in the delivery of materials.

Creative agency must not send

material directly to media.