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SUNNY CHEN REGAN CURRAN
SAM PHILLIPS JENNA SMITH
HARRY MORELANDBRIAN MCPARTLAND
HECTOR RILEY CHRIS TOLAS CHARLES WALLS
Restaurants
Considerations
Who We Picked
IPG Mediabrands Approach
Starting A Conversation
Alcohol
Considerations
Who We Picked
IPG Mediabrands Approach
Starting A Conversation
AGENDA
RESTAURANTS
growth
culture/values
social following
relationships
advertising spend
headquarters
creative agency
current IPG agencies
our filters
Stand for
something
good.
“As the number of
Shacks increases, and as
we expand into new
markets, we expect to
increase our investment
in advertising and
consider additional
promotional activities”
Locations worldwide
97
2011 2016
ADVERTISING SPEND
Global- $1.6MMCURRENT AGENCIES
Agency 21 (3 Years)
Big Spaceship (4 years)
Marlo Marketing/Comms
(3 years)
REVENUEQ1 2016:
43.3% to
$54.2MM
AGILITY
SOCIABILITY
RESPONSIVENESS
INNOVATIVENESS
SOCIAL FOLLOWING
192k Likes
64k Followers
299k Followers
❖ Shake Shack has competitors in the U.S. on the global D100 list:➢ #44: Burger King
➢ #68: McDonald’s
❖How can Shake Shack get on the list/what are they lacking?➢ Build upon digital brand awareness
➢ Improve on innovativeness and the use of current and new technologies
WIP!leveraging the D100
APPROACH
LET’S TRY
SOMETHING.Turn on your phone and search “best burger” on your browser.
Build upon social core via mobile❖ Ramp up media spend around lunch time
❖ Complementing the line to amplify sense of community
❖ Audio watermarking
❖ App build
Optimize on Keywords and Brand Terms
“Always own your brand terms.”
❖ Bid on Keywords that are both generic and
brand terms.
❖ Utilize keyword tools (i.e spyfu.com and
Google Planner)
Geotargeting
Optimized Search
mobile opportunity
Leverage UM’s Local Buying expertise and regional structure in Shake Shack’s target
DMAs, such as LA and New York, so that we can get them a competitive edge against
competitors such as In-N-Out
WIP
Local
Shake Shack Key ContactsRandy Garutti
CEO
Edwin Bragg
VP, Marketing & Communications
Laura Enoch
Senior Marketing Manager
ALCOHOL
➢Absolut is #2 best-selling in US and Worldwide
CURRENT AGENCIESUM ARG/ ITA
Havas Worldwide: 5 Years
TBWA Chiat Day: 2 Years
Grey San Francisco: 2 Years
ADVERTISING SPEND
US: $8.6MM
Global: $200MM
➢Improving and refining the brand image
➢An opportunity to become pioneers again
➢Partnered with IPG agencies internationally
WIP?
APPROACH
Paul Duffy
Chairman/ CEO, North America
Pernod Ricard Key Contacts
Brian Mequet
VP, Marketing
Pierre Berard
SVP, Spirits Marketing
THANKYOU.
![[International Business] Pernod Ricard](https://img.pdfslide.us/doc/110x75/58a0754c1a28ab19098b4a5b/international-business-pernod-ricard.jpg)
