Newswalk 07 - 2 Ang_web

8/14/2019 Newswalk 07 - 2 Ang_web

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RENAULT Luna\TBWA

InJanuaryRenaultF1teamlauncheditsnewR-27 FormulaOnecar ata spectacularAmsterdamlaunchceremony,whichtookplaceina former shipyard.Thecar,whichwillbe drivenbyanexperiencedGiancarloFisichellaanda Finnish youngtalentHeikkiKavalainen,is anevolutionofitspredecessor.ThemanagingdirectorFlavio Briatore,whotakespridein twoconsecutivedoublechampionshiptitles,aswellas thetechnicaldirectorBobBellexpressedtheircon denceinthecaraswell asin bothdrivers. Alsoyoucanrely uponRenaulttechnology. Namely,Renaultusestheknowledgeandtop-notchF1technologyalsoinpassengercar production.

Sport,prestige, dynamics...Youll get all that and even more with the limited edition of Clio Rip Curl vehicles,which are addressing you from jumbos and print ads.Clios appealingdynamic lines are complemented by special Iceberg Blue paint and 16-inch alloy wheels.The interior has a sporting feel,too,with itsbright red and contrasting deep black trim. It has an Audio Connection Box which allowsmp3 players to be linked to the car stereo.The equipment is tailored to those who loveoutdoor sports,with rubber oor protectionand a rigid sand- and snow-resistant boot box.The car is comfortable and practical,withenvironmentally sensitive engine_ideal for an escape to nature,which you undoubtedly deserve.Drive off,surf on...!

Notsolongagoa prettywittygagwasbeingcirculatedvia e-mail,Scandinavian,ofcourse.IttakesplacesometimebetweentheMiddleAgesandthemoderntimesandfeaturesamonk,anexpertonnew mediaandtechnologies, instructinganothermonkwhoobviouslydoesnotreallyknowhowtousea book.Hehasbeenusedonlytousingscrolls.Aftera seriesof amusingevents(in passingwelearnalsothatabookcannotbe openedif ithasbeenclosedinthewrongmanner),aviewer,awareof

ruthlessparallelswiththehereandnow,isboundtoaskhimselftheunpleasantquestion:Canit reallybe thatwetooarethatclumsy?

QuestionssuchasthiswerethefocalpointofthelastWARC(World AdvertisingResearchCenter)event,heldatthe HesperiaHotelinLondon.Therewereanumberofreputablelecturerswhocanbefoundbothinthe management oflargeworldagenciesandonthecoversof notoriousmarketingbooks.We arein theageofgreat changes,resoundsfrom everywhere,thecommunicationalmonologueofa brandhaschangedintoa dialogueandnowadayseveninto amultilogue.Managers ofbrandsnolongerholdmonopolyoverthespeechofabrand,sincebloggersandthosekidswhosendtheiramateurvideos toYouTubehave moreandmoresaywhenitcomestoproductsandbrands.Rory Sutherland,thevice president ofOgilvyUK,comparesthenew realitywiththefashionable sudokugame:everythingisinterdependent,nothinghappens withoutareasonand everythingleavesconsequences initswake.AnthonyTasgalhimselfseemstobeanembodimentofthelifeinthisnewreality:afteracareerinthestrategicdepartmentsof variousadvertisingagencies, heopened hisownconsultingagencyandcalledit POV(PointOf View).Moreover,heis thedirectorof afoundation managinganoldcinemainthenorthernLondon and,

fromtimetotime,hegiveslecturesonGreekandRoman civilizationsinprimary schools.Tas,aspeoplecallhim,labelledthemodernculturewiththe abbreviationDRIP:Data Rich,Insight Poor.Membersof suchaculturearereferredtoas semivoresbyanalogy withcarnivores.Theissueofsoftfactors,whicharebeginningtoreplacesolidones,wasspokenaboutalsoby PeterWalsheof theMillwardBrown researchagency(besidesbeingoneofthedirectorsof MB,Peteris alsoaprofessionalactorand hasstarredin quitea fewEnglishsitcoms).Peteris

theleaderofthewell-knownBRANDZresearch(TheAtoZ ofBrands),whichincludesmorethan 30,000brandsfrom30countries.Heplacesaspecialemphasis onthe relationshipbetweenthemarketcapitalisationofa companyandthevalueof itsbrands(thiscouldbeofinterestalsotoboard membersof Slovenecompanies):withcorporationssuchasApple,BMWandCocaColamorethanhalfof themarketcapitalisationof thecompanyisin factthevalueofitsbrand _thus,by de nition,somethingsoft,intangible,existentonlyasan imageor aclusterofnotionsintheheadsofconsumers. Andprecisely communicationis thatfactor whichhasa decisivein uenceonthe perceptionand formationof thismassof notions,on whichalso worldstock market indicesobviouslyheavily relyupon.

How,then,should wetackle communicationinthe ever-changingconditions,wheresomeleafthroughbooksandothersscrolldownoneoftheelectronicversionsof themedievalscroll(such as,for example,MicrosoftWord)? RussellDaviesoffersoneof themoreinterestinganswers_Russellisalsootherwiseone ofthemoreinterestingpeople. Asthe strategicplanner oftheWieden+KennedyUKagency,hewasresponsiblefor therepositioningof theHondabrandontheEnglishmarket(amongothersalso forthefamousTVadvertisementCoq).Then,heopenedhisconsultingagencyandheis activeas

aseriousfoodcritic.HeisevaluatingEnglishbreakfastsinpubsandhis ndingscanbe

foundat www.eggbaconchipsandbeans.com;

heisconsideredto bea trueauthorityin this eld.Russellsinstructions arevery simple:moderncommunicationshouldbe alwaysinbeta,thatis,alwaysinbetaversion(incomputerlanguagebetaisa trialversion). Besidesinventiveness,beta versionis knownalsoforsomethingelse:itis usuallyfullof glitcheswhichlater versionsslowlytry to

remove.Russells

communicationis thusinventiveandat thesametime_ andprecisely becauseofthat _ fullof accidentalbugs (Itsso random!say Englishteenagerswhentheyreally likesomething)which makethewholeeven moreinteresting.The trialanderrorsystem isnowadays morerelevantthanstructuredformulae,says Russell.The worldhasbecomeblurry,borders betweeninformantsandaddressees,publicand private,consumersandemployeesaredisappearing. Communicationshouldinclude blurriness,attractiveness,usefulness_allin betaversion, concludes Russell.

P.S.:theexhibitionofthe GilbertandGeorgeduoinTateModernis brilliant.Irecommendit.

The2007GenevaMotorshowmarkedtheof cialunveilingofthe nalversion ofnew Twingo,whichwillbe producedexclusivelyinSlovenia,inRevoz inNovo mesto.NewTwingowillbeavailableforsalefromJune2007inSloveniaandon someothermarkets inEurope. However,thejournalistwillhave achance toget toknowitandtakea testdriveontheSlovenian

roadseven beforeJune.Namely,Sloveniawillhost rst testdrives andalmost800 journalists fromEuropeanand othercountriesare expectedtoexperineceSlovenianroads withnew Twingo.Viktorceremonyin Cankarjevdom,whichtook placeon 24thMarch,marked theSloveniandebutofnewTwingo,whereRenault,oneofthemainsponsors,presented itsnew modelof thisurbanoriginal. Asitiscustomaryforthestars,weputthreenew Twingosontheredcarpet,whereevenbeforethe

of ciallaunchtheystartedtowintheheartsof theSlovenians.Theentrance andthe

lobbyinCankarjevdom weredecoratedwithnew Twingopromotionalmaterials.Twocars were placedin frontofthe entrancetoGospodarskorazstavie,where thesoundsof legendarySoul FingersfromZagrebannouncedthe afterparty.Viktorceremonywas byfar thebest-watchedSaturdayshowon Sloveniantelevisions,amongotherthingsalso becauseofthe brilliantJurij Zrnec,whosucceeded inmakingthe audienceinthehallaswellasin frontofthetelevisionlaughtotears.Zrnecwasalsotheauthorof anexcellentspot,whereintheroleofthemodelJurijGara heamiablypresented allthecharacteristicsof newTwingo.The nextday thespotwas alreadypresenton numerouswebsitesandemails.GOTWINGO!GOTW IN GOS LOVE NIJA!

G il be r t a n d G e o r g e : Dr e a m

p h o t o : R u s s e l l D a t v ie s

C a p t i o n : P e n

g u i n B o o k s p u

b l i s h i n g

h o u s e h a s i s s u

e d s i x c l a s s i c

n o v e l s

w i t h w h i t e c o

v e r s, w h i c h c a

n b e

d e s i g n e d b y r

e a d e r s t h e m s e

l v e s.

I n t h e p i c t u r e

, t h e r e i s o n e

o f

t h e s u g g e s t i o n

s f o r C r i m e a

n d

P u n i s h m e n t b

y F y o d o r D o s t

o e v s k y.

"ALWAYS IN BETA"NEW TWINGO

YOULL BE SWEPTOFF YOUR FEET!RENAULT Luna\TBWA

RENAULT Luna\TBWA

F1 PROMO

Janez Rakuek Luna\TBWA

RENAULT Luna\TBWA


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In the fast tempo of living with numerousstressful situations,forgetfulness is on theagenda of almost every individual.For quitesome time it has no longer been only in the domainof the older people but it attacks people of all ages.Markers, post-it,remaindersin the phone and elsewhere are simply nolonger suf cient! A person needs to get ina better and better condition to overcomeeveryday efforts, not just physically but alsomentally.Yoga,Pilates, mnemo

techniques_ they all take away our precioustime.How to overcome dif culties? Krka knowshow! They developed a capsule that contains aGinkgo bilobae leave extract,which increasesblood circulation of the brain and with that improves concentration and memory abilities. Krka d.d.is succes sfully winning the growingmarket of such preparations.Russia, Poland,Czech Republic,the countries of former Yugoslavia,and many others are successfully marketing Bilobil and Bilobil Forte and this

month their efforts will be supported by a new unique communication.TV spot,radio, print ads, all POS materials are already developedand are waiting for the adaptation for at least ve Eastern European markets and many others....New communication will break thestereotypes that Bilobil is only for the older generations and there will be no more fear of lost thoughts and therefore dif culties.Andnothing will get lost anymore....Where? Aha,inthe head!

Ithappenedforthefirsttimeagoodtwodecadesagoon someSundayafternooninthemiddleofJanuaryin 1984.Peoplewere

sittinginfront oftheir televisionsets,watchinga footballgame,whenawomanrunningwith

ahammer andpreparingtohurlitappearedonthescreen.It

changedeverything.Everythingthatpeoplethought ofthe brands,

everythingthatpeopleknew aboutthecomputersand abouttheApple

company.A legendary1984ad,whichpresentedApplesMacintosh

computer,appeared.Firstdisruptiveadvertisingappeared.

Thestoryofthead hasbecomewellknownandis apart ofculturalheritage.Even though

thead wasalmostnever againpresented(only onemoretime afterthe rstappearance)it

becamea partof theadvertisinghistoryandearnedits placein themuseum.However,thestorydoesnotendhere,itbeginshere.Applehelpedinitiatinganew wayof thinkingabout thebrands.They discoveredthatitspossibletocontradictconventions,developa completely newvision,useitin adisruptiveway,milesaway fromtheordinaryad,andcreateanevent,ashift,aculturalphenomenon. Arevelationthat hadthesameeffectintheworldofmarketingasMacintoshhad inthe worldofcomputers. Itsa revelationthatpresentsa challengefor allbrands:to createonesown revolution.In

theyears thatfollowedonlya coupleofbrandsacceptedthechallenge.But thebrand thattruly oncemoresucceeded wasagain Apple.Applewassuccessfulin thecriticaltimes,in thelast threedecades.In eachcase theproductsweredifferentiated.Every timethecompanyfounditselfin adifferentsituationand ina different environment.Every timetheact ofbreakingtheconsciousnessofthe publicandforgingculturalshiftswas different,usingdifferenttoolsandmessages.However,whetheritwas 1984,1997or 2004the resultwasalways thesame:disruption. Itishardtocreateasinglerevolutionbuthow canacompanylaunchthesecondandthenthethirdone?Thereisnoeasyanswertothisquestion.Butitis afactthatAppledidnotonly producecomputers,itwas producingtoolsfor creativepeople.Theydiscoveredthat thebest wayto communicatemessagesis tocelebratecreativityitselfandcreate achallenge:to addressthefreethinkingindividualwhois buriedbehindthelayers ofconventionalityin allof us. Afterall thesuccessfulcampaignswe canonlyask ourselveshowthe storycontinues.Timewillanswerthat.Thereisnodoubtthat therevolutionwillcontinuein surprisingnewways. Andwe cande nitelyexpectmoredisruptivenessfrom Apple.Theywill surpriseusagain.Maybewewillseea womanwavingahammer,photosofwellknownora bitlessknownfaces,maybe justdancingsilhouettes.....butde nitelysomethingwhatwe havenot seen,notknownandmaybealsowewillstarttothinkdifferently.

Because young couples usually dont havetheir own living space,they are often forcedto be extremely innovative when billing andcooking......The best thing is of course if the parentsdecide to spend the weekend in the summer house.The apartment is empty and there areno dif culties for the young couple! But what if the plan fails,parents stay at home and

the couple is unaware of this? If you (or your children) often nd yourselves in a similar situation,it is more than app ropriate time tomake good use of NLBs outstanding offer of residential loans with extremely favourableinterest rates.The action will take place tillthe end of May and we will remind you withTV and print ads,posters and brochures,whichwe put in all NLB of ces.

ng in mutual funds is becoming more andpopular also with Slovenians.However,a

in amount of carefulness is needed whending on the fund! Youre de nitely on thepath with NLB funds and this is also themessage of the March campaign.In the

e see three ambitious but inexperiencednauts,who are trying to y into the spacea home made rocket.But they already fail

e take-off...Despite their high expectations

the rocket never leaves their backyard,undoubtedly because they constructed it by themselves during the weekends!Themessage of the action is therefore rather straightforward:when saving in mutual funds you can only trust the real - the NLB experts.With their help youll undoubtedly reachhigher! The action includes a TV ad,billboardsand print ads,and POS materials (posters andbrochures for NLB of ces).

This year the evaluation process for Agency of the Year forced us to confront the basic question,What is more important:business growth or creativity? In ideal situation,bothshould of course coincide. Last years Agency of the year, BBDO,was outstanding in bothareas,the selection process therefore really did not present a major problem.In 2006 we found ourselves in the middle of a heateddebate over the importance of both business growth as well as creativity.It is a fact that advertising is business;however,it is without a doubt primarily a creative business.Thedecision was reached.Creativity overcomesnumbers.Ultimately,the award is not given just for excellent business results but it illustrates agencys overall ef ciency.In 2006both awarded agencies,TBWA and Goodby,Silverstein & Partners,proved that the best strategy to grow your agency is to enlarge the pool of existing customers.It is more dif cult

but also more interesting to develop new ideas for the running campaigns and with that

keeping them fresh. TBWAs charmed everybody with an aggressive attack on the competition inthe campaign for Apple Mac vs.PC ,Goodby,Silverstein & Partners created impressive Got milk? campaign,which dominated televisionand internet.

BILOBIL ANDNOTHING GETS LOST!

Si.mobil_ Vodafone never forgets about itsloyal users so they thought of a symbolic but extremely useful gift. The gift is this timeintended mainly for business people and allthose who use every possible moment and place for a phone conversation.We are all aware that

traf c safety is of vital importance and sincewe too often forget that we created an amiable gift box in which Si.mobil presents the fast and

daringwith Bluetooth headset and wishesthem good luck and above all,

safe driving.

DISRUPTION STORIES Luna\TBWA

TBWA\WORLDWIDE TBWA

LIVE ONYOUR OWN!NLB Luna\TBWA

Si.mobil Luna\TBWA

B Luna\TBWA

KRKA Luna\TBWA

AGENCYOF THE YEAR

Si.mobilbusiness gift

APPLE

REACH HIGHER!


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All requests, comments, advice, compliments, criticism, ideas... are welcome at our e-mail: [email protected] Editor in charge: Helena o, e-mail: [email protected] tel.: 01/200 41 70 Published by: LUNA\TBWA, Koprska 106a, 1000 Ljubljana

Masterfoods is a company that has anextensive international network. In thefollowing paragraphs youll find out whatMarketing Manager Petcare South CentralEurope Jelena Luki and Brand Managerpela Minatti in Masterfoods Ljubljana,think about their work in such a big andestablished company.

Mars, Inc. Corporation or Masterfoods is theworlds leading company on pet care andnutrition. In Slovenia your brands Pedigree,Whiskas, Sheba, Cesar are the leading brandsin the pet food sector...Their main value is

love towards pets. How do you understand your mission in connection to that? Jelena:Mainly by trying to deliver the message

how important is adequate nutrition andcare of four-footed friends. With adequatenutrition and care we enable the owners andtheir pets to spend even more wonderfulmoments, days and years together. Knowing that youve helped the quality

of their relationship is something that lls you with good feelings and can also

be called a mission.pela:My mission in the pet nutritioncategory is to inform the dog andcat owners that prepared pet foodis mandatory for pets healthy

and long life and that it matters which

prepared food you choose.

2. Since youre responsible for this category on local or regional level you have to identify with the brands you represent. How do youachieve that? Jelena:Primarily you need to understandwhat the brand represents and havecon dence in the science behind it. To gaina better understanding I visited a number of companies, which produce our food, andalso our Welham Centre, which is a scienti c basis for all our food. One has to comprehendan incredibly deep relationship that theresponsible owners have with their petsbecause only then one is able to understandthe role that the brand plays in their lives.

pela:In my opinion brand identi cation is

not the most important thing for my excellent work results. Im responsible for marketingmanagement of 13 brands in three categories.Some of them are, of course, closer to me as aconsumer but I believe in the quality of all of them without a hint of doubt and the fact that Im responsible for their promotion is a great honour and challenge for me.

3. Masterfoods is a global company, how do you get your way around in an internationalenvironment? Jelena:As a matter of fact, I gained my experiences by working in global companies.

A high degree of personal responsibility, the freedom to decide and a great emphasis on the growth of the individual are the elements that suit me and my way of thinking. You often nd yourself in new unknown situations and theexperiences you get are priceless.pela:Working in an internationalenvironment gave me broad-mindedness. It isa great advantage that at any time you cancall your co-workers from other Europeanmarkets and ask them for their opinion, shareexperiences with them and ask them for help. Because we all work for the same company, withthe same brands, have the same goals, I oftenhave a feeling Im a part of a big family.

4. Do you often travel for business?

Jelena:Regional function demands a goodknowledge of market speci cs so I try to visit the markets Im responsible for as often as possible. Also the cooperation with co-workers from Central Europe is very important in order to ensure a uent ow of information andexperiences which of course demands a certainamount of travels.pela:I do not travel often. I could say there is just the right amount of travels because they usually come at a time when I feel comfortablechanging the environment for a couple of days.

5. Do you have any free time for your hobbies,what hobbies? Jelena: Jelena: In time you get use to the fact there

is less free time but its therefore of greater

quality. Primarily it means travels, a good book,and I just discovered the joys of diving and Imthinking about taking a diving course. But youwill de nitely not nd sport activities on my list of hobbies.pela:Unfortunately there is always a lack of free time. I completely neglected my hobbiesduring the winter because I dont like to exercisein closed spaces. Now that the days are longer I will be again able to go to marna gora or runto Ronik.

6. Do you have a pet? Jelena:Our little happiness_ the most beautiful

English cocker spaniel to c _

we got himlast year and I can honestly say that he hascompletely changed our lives.pela:I have a black ve year old cocker spanielGal and a lady cat that is in her best years.

7. How do you spoil them? Jelena:He mainly spoils us because he is aninexhaustible source of fun and cuddling. He is most happy when he i s in the centre of attention, when he takes a long walk, and whenafter performing one of his many tricks he getshis award.pela:Its not hard to spoil Gal because themost important thing for him is that he is withme. Thats why I only go to bars and restaurantswhere dogs are welcome. Thats how I make sure

that he is not alone when Im not working. Thecat is more demanding. I have the best chancewith Whiskas and Dentabits.

8. And since we are just talking about spoiling, how do you spoil yourself? Jelena:It means that I spend time with thosethat I like the most. Then there is my half an hour in the morning when Im enjoyingthe quietness with my morning cup of tea. Everything else is womens things.pela:When I think of spoiling myself I think of a massage. And often a walk by the sea or in thewoods is a mandatory part of spoiling weekendtreatment..

INFO point:

...your audience could be persuaded to buy your product by fear? When PlayStationlaunched its new horrifying, adventure gameForbidden Siren 2 , TBWA/Germany madeuse of the biggest European exhibition for electronic entertainment for the promotion of the game. Snap shot cameras were developed for the Games Convention in Leipzig anddistributed by the hostesses. When the visitors

developed their photographs a oating ghost appeared in the background of each photo.Only the last photo revealed that it was all PlayStations playful hoax. The sales increasedand the photos of ghosts immediately appeared on various blogs. Games Conventionvisitors were even selling their snap shot cameras on e-Bay and the most expensive onewas sold for 68 EUR.

WHAT IF...TBWA\WORLDWIDE TBWA\GERMANY

PORTRAITMASTERFOODS Luna\TBWA

pel a M in a t t i

Jelena L uk i

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Newswalk 07 - 2 Ang_web