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SAATCHI & SAATCHIWork That Works
Agency Credentials
Our Philosophy and Approach
Our Network
Our Thinking
Our Work
And How Can We Work Together…
In The Next Hour…
SAATCHI & SAATCHITHE IDEAS COMPANY
THE POWER OF
&SAATCHI & SAATCHI
SAATCHI & SAATCHI
has set itself a big, provocative
and ambitious challenge – to become a hothouse
for world changing ideas.
We believe in the power of great ideas
and their ability to transform the business, brands
and reputations of our clients.
We will never be limited to just traditional advertising in resolving our clients problems
We believe it is less about how advertising can deliver information
We believe in how an idea can create and nurture strong relationships between brands and their users.
As an Ideas company
SAATCHI & SAATCHI
The Saatchi & Saatchi worldwide network is owned by the Publicis Groupe S.A.
7,000 ideas people work for Saatchi & Saatchi.
134 offices in 84 countries.
.
Media networks: ZenithOptimedia, the StarCom Mediavest Group
SAATCHI & SAATCHI
Our Five Golden Rules
1 Never settle for second best
2 Surround yourself with the best people
3 Work with clients who are equally passionate
4 Reward consumers with great ideas
5 Believe that nothing is impossible
So what has love got to do with it?
A Lovemark isa product, service or entitythat inspiresloyalty beyond reason
The Power Of Emotions
• Humans are powered by emotions, not by reason
• The essential difference between emotions and reasons is that emotion leads to action while as reason leads to conclusion.
Human EmotionsPrimary Emotions:
• Joy
• Sorrow
• Anger
• Fear
• Surprise
• Disgust
Secondary Emotions
• Love
• Guilt
• Shame
• Pride
• Envy
• Jealousy
• Hate
Why Is Love So Powerful?
• Because you can not buy, sell, command or demand LOVE. Love can only be given
• The only thing that the more we give, the move we have
• Takes time to build
Love/Respect Axis
SAATCHI BRAND NAVIGATOR
HARLEY
SUZUKIHARLEY
LEVI’S
LEVI’S WRANGLER
What is the difference?Brand
• Information
• Recognized by consumers
• Generic
• Narrative
• Promise of quality
• Symbolic
• Defined
• Statement
• Attributes
• Values
• Professional
• Ad Agency
Lovemark
• Relationship
• Loved
• Personal
• Love Story
• Touch of Sensuality
• Iconic
• Infused
• Story
• Mystery
• Spirit
• Passionately creative
• Ideas Company
LOVEMARKS
HanoiCha Ca La
Vong
What do these brands have in common?
Mystery
Sensuality
Intimacy
Key Ingredients of Love
Mystery
What Gives The Sense Of Mystery?
• Great stories
• Past, presents, futures
• Taps into dream with secret ingredients
• Myths and icons
• Inspiration with magic results
Sensuality
Sensuality Is Created By
• Sight
• Sound
• Smell
• Touch
• Taste
Intimacy
• Commitment
• Empathy
• Passion
Can be built with
WHY LOVE?
Because:
Love is beyond reason
Love forgives
Love protects
Lovemarks©
• Deliver loyalty BEYOND reason.
• Create deep emotional connections.
• Deliver long term sustainable value.
• Stand out from the competition.
• Avoid the commodity trap.
KHI YEÂU TRAÙI AÁU CUÕNG TROØN
Beauty is in the eyes of the beholder
REMEMBER …
• Mystery dissolves with too much technical explanation.
• Sensuality is killed by arrogance and distance.
• Intimacy does not exists where there is no dialog and no contact.
• Love dies without reaffirmation and re-fueling.
Unknown
Known
Known for something
Known for things that are different
Known for good things
Known for things that I care about
Source: Harvard Business School
Advocacy
Beware the differentiation trap
To Meet Your Objective We Need To Become Known For Something People Care About …
Respect
Known
Known for something
Known for something good or different
Known for something I care about
A brand I identify with
Love
Unknown
SAATCHI & SAATCHI
We live in the Screen Age:
The screen has stepped out of the living room
into our pockets, our hands, our offices, our cars, our stores, our streets…
We’re never more than an arms length away from a screen.
Screens are converging. TVs are becoming more game-like, mobile phones more movie-
like, and technology more human-like.
Sisomo is:
where technology marketing and
creativity intersect
where art meets science where emotion meets
technology
the creation of on-demand, on the go, idea-driven screen
content
The advertising renaissance
ATTRACTIONECONOMY
ATTRACTIONECONOMY
ATTENTION ECONOMY ATTRACTION ECONOMY
DIRECTION CONNECTION
ONE-TO-MANY MANY-TO-ONE
REACTIVE INTERACTIVE
CUT-THROUGH MESSAGES ENGAGING CONTENT
HEAVY USERS INSPIRATIONAL CONSUMERS
PRODUCT PLACEMENT CONSUMER EXPERIENCES
LARGER-THAN-LIFE CLOSER-TO-MY-LIFE
WHAT YOU NEED WHAT I WANT
CREATIVE & EFFECTIVE
Across Asia
ACROSS ASIA
SAATCHI & SAATCHI
Presence in Asia since 1985.
One of the largest networks in the region, largest in China.
Depth of Saatchi & Saatchi experience in expatriate staff combined with a very strong local presence in every office.
Regional billings have increased by 15% in past year.
Top 6 clients are Toyota/Lexus, P&G, HP, Mead Johnson, United Overseas Bank, Diageo
BIG IDEAS FOR BIG BRANDS
SAATCHI NETWORK TRIBE SESSIONS
OUR 10 POINT TRIBAL PROCESS:
Tap into the Saatchi network for the best creative talent with knowledge of your category.
Invite them to Singapore for a week of Saatchi Tribes. (working late nights, Pizza & beer)
All sessions include Planner, Account Service and multiple creative teams.
Ground the session with the brief and foundations of the brand: attributes, benefits, personality, POV, etc
Share any research or or insights to fuel tribe discussions.
Determine key drivers & product truths.
Agree a core brand proposition.
Develop creative work to road test the strategy.
Test the power of the ideas with Creative Compass.
Take the approved thematic idea into on the ground activation ideas.
THEMATIC ACTIVATION
Beyond ATL, to achieve truly integrated communications, the brand idea must resonate across all mediums.
CREATIVE & EFFECTIVE
How We Work
SAATCHI & SAATCHI
Objective
Issue
Insight
Challenge
We Take The Time To
Understand The People We Want To Connect With
SAATCHI & SAATCHI
Our Approach Is To Empty Our
Heads Of What We Think We Know …
5% We Know
15% We Know We Don’t Know
80% We Don’t Know We Don’t Know
SAATCHI & SAATCHI
Using Any Number Of
Tools To Help Us
Discover What We
Don’t Know We
Don’t Know
Detonating
Xploring
Rollercoaster
Brand Onion
Brand Axle
One Word Equity
Masterbrands
SAATCHI & SAATCHI
RETAIL
Retail Marketing Shop as medium
Promotions Trade marketing
BRAND Brand campaigns &
advertising Full creative and
production
INTEGRATED
Interactive Direct Marketing
Packaging, collateral Corporate identity Events/Exhibitions
SAATCHI & SAATCHI
Providing Fully
Integrated
Ideas
Company
SAATCHI & SAATCHI
Tribe Case Study: Making HP Inspirational for
The Arts
H
Y
PE
Objective
Make HP more relevant to younger consumers.
Insights
Singapore is embracing the arts and culture more than it ever has.
Young Singaporean artists, designers are a tight-knit community driven by their art – and are anti-establishment.
They are not impressed by traditional marketing and many are cynical of corporations and corporate cultures like that of HP.
Issue
HP was considered a gray, corporate brand that was best known for making reliable laser printers rather than savvy intuitive technology. As a result, HP needed a communication campaign to shift this perception.
Challenge
To make HP credible with young Singaporean artists, designers and photographers….the opinion leaders of the art world.
HYPE GalleryAn art exhibition created for the design community, by the design community. Included digital art both
online and the real world.
They provide the work, HYPE provides the blank space to showcase their ideas in large format color
printouts.By doing this HP created an ownable property.
Activation On ground
The Work
HYPE ON-LINE
707 artwork submissions were received and hypegallery.com.sg had over 122,000 hits and 6,400 unique visitors, gathering interest from
20 countries..
Rating of the HYPE Program as good or excellent overall was 96%; in terms of quality, 86%, and as a concept, a resounding 98%. 100% of
all surveyed target audience recommended the gallery to their friends and family. Even without corporate HP branding, 96% of
those surveyed were aware of HP’s involvement in the HYPE program.
The HYPE Gallery was successful in building awareness and credibility of HP’s imaging products with younger users.
The Results
HP Post-Event Report, 2005
VIETNAM
SAATCHI & SAATCHI
Representative Office opened Feb 1995 / 1st Joint Venture license October 1999 / 80 employees / One of the largest Agencies in Vietnam / Most creative Agency in
Vietnam
SAATCHI & SAATCHI
The only place on Earth that you can have four for the price of one: Publicis for Network Support; Saatchi for Creativity and local insights; Zenith OptiMedia for Volume strength, skills and relationships; Venus Communication for Best PR &
BTL shop.
SAATCHI & SAATCHI
Our People
because an agency’s greatest resource is its people.
More than 90 passionate individuals.
A mix of Vietnamese and expatriates.
A melting pot of experience and passion.
Steve HoughExecutive Creative Director
• The most awarded ECD in Vietnam so far.
• Start career with Saatchi London in 1988 as copywriter
• 1995-now: Asia-Pacific experience in HongKong, NZ, Singapore & Malaysia
• Won some of the world’s top advertising awards, including a D&AD Silver Pencil (UK) and a One Show Gold Pencil (USA).
• According to the Campaign Brief Asia magazine, last year Steve was ranked the second most awarded writer in Asia.
• In June, Steve brought home for Saatchi the most sought after advertising award in the world - A Cannes Gold Lion for his work on Amnesty International
SAATCHI & SAATCHI
John ChilderhouseCreative Director; Team 2
• “The Quiet Briton”
• Previously worked as Creative Director in Europe and Australia.
• From 2001-2003 worked as Creative Director for Leo Burnett Vietnam.
• Joined Saatchi Vietnam in December 2003.
• Won major creative awards including Clio, Cannes and Australian Award Showa…
SAATCHI & SAATCHI
Thien ThanhStrategic Planning Director
- 9 years in advertising. Long term working experiences:
– Automobile
– Insurance
– Beer
– Shampoo
– Beverage
– Nutritional products
– IT products
– Food Seasoning
SAATCHI & SAATCHI
Hoang Dao HiepAccount Director
You won’t see Hiep’s picture because he is always “ behind the curtain” of your success and meeting him in person is more fun.
Graduated from the Hanoi University of Industrial Arts, interior designer & painter. Working experiences on:
– Mobile networks
– Beers
– Beverage
– Electronics
– Construction Materials
– Government projects
SAATCHI & SAATCHI
Hoang Mai HuongCEO
• The first Vietnamese advertising Managing Director, Saatchi & Saatchi (JV) Vietnam. Joined Saatchi 1995.
• Harvard MPA, BA International Journalism, Moscow
• Senior Press Officer, Ministry of Foreign Affairs
• Extensive business & Government contacts
• Extensive advertising experience: P&G, Toyota, Tiger, BP, Foster’s, National Panasonic…
• Chairman of Sao Hom (Venus) PR
SAATCHI & SAATCHI
A Vietnamese Agency
• By Culture
• By Philosophy
• By Way of Thinking
• By Laws
The Mom & Pop SuperStore
What’s The Atmosphere?
“Nothing is Impossible”.
Chaotic but the food arrives miraculously on time.
Fun and warm.
Creativity rules.
Strong flavor of dedication.
Driven by Vietnamese Insight.
Food for thoughts everywhere.
Expensive—just the air.
Permeated with stubbornness (protecting our idea).
Everyone talking at the same time.
SAATCHI & SAATCHI
“Don’t offer your customers things you wouldn’t eat”
We are not a supplier, we do not sell a plate. We share our meals and warmth with customers, giving them not just what they want but what is good for them.
SAATCHI & SAATCHI
Some examples…
SAATCHI & SAATCHI - THE WORK
VINAPHONEA Case Study For Holistic
Brand Re-Launch
Always By Your Side, Wherever You Go
VinaPhone was the biggest nationwide GSM mobile network - broadest coverage & most subscribers, but vulnerable due to lack of quality investment for image building.
More and more subscribers were leaving the network. Market share decreased from 62% to 45% in two years. By end of 2005, with only 38% market share, VinaPhone became the runner up to its rival MobiFone.
VinaPhone was CLOSE to consumers physically (coverage, strong networks) but DISTANT to them emotionally (no emotional hooks). On top of that, people linked them with “bureaucrat”, “no-news”, “giant monopoly” rather than a “service”.
Map out the strategy that will…
(1) Re-launch the brand: To regain VinaPhone as the leading mobile network via brand building., maintain awareness amongst loyalists
(2) Stop the sliding sales, maintain current subscribers and recruit new subscribers.
The Situation
The Issue
The Objective
The InsightEveryone likes the feeling of being sure that the mobile network is always there. The signal of the network availability follows you everywhere, it’s so close to you that sometimes you don’t notice it.
Between people are different distances. The Vietnamese always share the emotions to the ones that are CLOSER to them, physically and/or emotionally.
The Challenge
Bring VinaPhone closer to people by making them FEEL the Presence of VinaPhone always.
What have been done?A Holistic Plan for re-launching the brand VinaPhone to maximize awareness of the New VinaPhone, by communicating through:
- Image Line:
Make people feel the new image of VinaPhone which is close to Vietnamese emotionally with: New Thematic TVC, New Thematic Prints; and Totally New Brand Identity;
- Product Line:
Emphasize the physical benefits from VinaPhone as the leading network: ATL & BTL for Cheaper Block Charge; New Prefix; Ring-back Tones; Loading Kit; VAS…
- Promotion Line:
Recruit new users, at the same time retain current users by attractive promotions & trade deals.
The Brand Idea
Always by your side, wherever you go
The New Identity of VinaPhone
New Thematic TVC “Poem”: We are the first and only agency created a Vietnamese Poem for a re-launch copy, with background music by hot
composer Quoc Trung. The TVC was a big hit as a signature of contemporary, modern, hi-tech features of a leading mobile network with the Vietnamese spirit.
Scratch & Win Promo TVC: “Nail”
Scratch & Win Promo TVC: “Key”
New Prefix 094 TVC: “Fishing”
New Prefix 094 TVC: “See Saw”
New Prefix 094 TVC: “Taking Photo”
Highlights on MEDIA Magazine November 2006 “VinaPhone targets youth” – The first Vietnamese brand
to have such an exposure.
Prepaid Promo TVC: “Celebrate Friendship” - Part 2
Print Campaign for new prefix 094 / Prints, Posters, Wall Stickers; Postcards, Handset Holders… – The print execution made 094 famous by creating an actual “visual game” for viewers to stay longer with the ad.
The Promotion Campaign “Celebrate Friendship” / TVC, Prints, Posters, Banners, Streamers, Web Banners… – VinaPhone is the first to do the “member-get-member” mechanism for mobile network. The campaign was very successful that VinaPhone decided to extend to “Friendship Part 2” and even ‘Friendship Part 3”.
The Promotion Campaign “Scratch” / TVC, Prints, Posters, Banners, Streamers, Web Banners… – The campaign stood out by its unique execution when running at the same time and very similar mechanism with competitors.
The Product Campaign “Tic-Tac” for the 1sec block charge / Animations, Prints, Posters, Banners, Streamers, Web Banners, Postcards, Stickers, Leaflets… – The campaign has altogether 20 pieces of arts in different styles.
“Fighting with Numbers” Print: “Judo”
“Fighting with Numbers” Print: “Boxing”
“Fighting with Numbers” Print: “Sumo”
Again, we made it…Highlights on MEDIA Magazine October 2006 “VinaPhone gets funky with numbers to strengthen youth appeal” – The first Vietnamese brand to have such an exposure.
Highlights on MEDIA Magazine November 2006 “VinaPhone targets youth” – The first Vietnamese brand
to have such an exposure.
Poster from the current campaign for RingTunes (Ring-back tone service) with interactive activities.
“The More You Share Emotions, The More Chances to Win A Car” Promo Print
The Results
- Maintain absolute TOM awareness.- Likeability: Tracking info not yet available but the VinaPhone communications received good feedbacks from consumers.- Record-breaking sales ever among all MTSPs: maximum 80,000 Daily Subscription, minimum 12,000. Net growth of active subscribers achieved 700,000 for the last 3 months (highest among all MTSPs).- Regained the leading market share vs. MobiFone: VNPT October 2006 Report of its 2 networks’ active subscribers account for 72% MS in which VinaPhone got 37.5%.
A Look Back to VinaPhone old ads before…
SAATCHI & SAATCHI - THE WORK – S-FONE - MUTE LOVE
SAATCHI & SAATCHI - THE WORK – AIA – MY FUTURE
SAATCHI & SAATCHI - THE WORK – HALIDA - REUNION
SAATCHI & SAATCHI - THE WORK – HALIDA – FIRST GOAL
SAATCHI & SAATCHI - THE WORK – HALIDA – SMS LOVE
SAATCHI & SAATCHI - THE WORK – CNCF - BABY
SAATCHI & SAATCHI - THE WORK – CNCF - PRISON
SAATCHI & SAATCHI - THE WORK – CNCF - MONSOON
SAATCHI & SAATCHI - THE WORK – NESTLE - HANDS
Our Pride & Glory
number one in creativity
SAATCHI & SAATCHI
We are the first to put Vietnam on the creativity map
of the world
SAATCHI & SAATCHI
The most awarded International agency in Vietnam
In 1999, 13 International awards were won by agencies based in Vietnam - Saatchi & Saatchi won 12 of them.
Ranked by Campaign Brief Asia as the Number 31 most creative Agency in the region, no other Vietnamese Agency made the list.
SAATCHI & SAATCHI
number one in effectiveness
SAATCHI & SAATCHI
Creativity is not our only passion, we also strive to make effective advertising.
Effectiveness is born from a deep understanding of the Vietnamese consumer and developing advertising around these insights.
For our advertising to be effective, it needs to single-minded, simple, memorable, impactful, whilst communicating the brand benefit and building this equity.
When our clients succeed, we succeed also.
SAATCHI & SAATCHI
The Strategic Planning Process
THE SOLUTION
THE IDEA
THE INSIGHT
THE CHALLENGE
Client Briefing
StrategySituation Analysis
Execution
SAATCHI & SAATCHI
creativity = effectivenessCompetitive advantage for our clients
SAATCHI & SAATCHI
media buying power
SAATCHI & SAATCHI
Media Buying Power
• Our client can benefit from our great media brand Zenith OptiMedia.
• Zenith OptiMedia is a global media expert and is part of Publicis Group.
• In Vietnam Zenith OptiMedia operates as part of Saatchi & Saatchi Vietnam, handling buying media for all our clients with a second largest volume in Vietnam.
• Zenith OptiMedia is a name that guarantees quality in effective media planning, data analyzing and efficient media buying, ensuring greater synergy between planning & buying.
• We guarantee the best service, maximum possible discounts and full transparency to our clients and best payment terms.
• We plan and buy media for some of Vietnam’s biggest advertiser’s: P&G, Nestle, Tan Hiep Phat brands, IBD brands…
SAATCHI & SAATCHI
1. Best in class creative product that will build your brand equity and drive sales.
2. We have deep understanding and appreciation of the local culture and consumer habits which we effectively translate into relevant marketing and advertising strategies.
3. Strong history for creating highly effective advertising.
4. Very experienced International and Local advertising professionals that will be managing your advertising business, with direct experience in the category in Vietnam.
5. We are a major media buying power in this market place with the highest quality foreign expertise and tool.
6. We are the Advertising Agency with a JV License which provides unique financial advantages for your business.
7. We are committed as an organization to the Vietnam market and plan to grow as our clients do.
8. We are empowered by a great network to demonstrate our commitment and ability to build your business.
9. We are fun to hang out with.
10. WE BEGIN TO LOVE FPT.
WHY SAATCHI & SAATCHI ?
thank you SAATCHI & SAATCHI
