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J 2000January 2000
Our MissionOur Mission
A fully-integrated marketing communications consultancy which communications consultancy which
brings a superior edge to clients in all that we do…
Delivered via truly senior, immersed teams
A UserA User--Friendly Window Friendly Window th D t /Y&R N t k th D t /Y&R N t kon the Dentsu/Y&R Networkon the Dentsu/Y&R Network
Single Largest Network Single Largest Network i th W ldi th W ld
325 offices in 63 countries on 6 continents across 5 disciplines
in the Worldin the World
ff p
Our Long HeritageOur Long Heritage
Our ClientsOur Clients
Action Against AIDS Major League BaseballBell Atlantic
Catherdral of St.
Baseball
March of Dimes
John the Divine
Sara Lee
Microban
Mita Copystar, Inc.Sara Lee
Hunter’s Hope
Mita Copystar, Inc.
Network Computing
Kraft Foods
Lea & Perrins
Siemens AG
USAA
How We Work… BetterBetter
Our Points of DifferentiationOur Points of Differentiation
Unique Culture d S B f h Media is Our Otherand Structure: Best of the Big, Best of the Small
Media is Our Other Creative Department
Rigorous Strategic Process Proprietary
Integration:Many Units,
OurClientProcess, Proprietary
Research ToolsMany Units,
One BattalionClient
Partners
Creative That Works Partnership with Teethp
Our Unique CultureOur Unique Culture
Th
The Lord Group You
1 Seniority The
Right
1. Seniority
2 Entrepreneurship Right
Answer
2. Entrepreneurship
3 No SilosFaster
3. No Silos
4 Passion4. Passion
Rigorous Strategic Process, Rigorous Strategic Process, Proprietary Research ToolsProprietary Research Tools
The Strategic HingeSMThe Strategic Hinge
Insight
I m m e r s i o nI m m e r s i o n
Account PlanningAccount Planning Brand PlanningBrand Planninggg gg
ConsumerConsumer ClientClientConsumerConsumerWants/NeedsWants/Needs
Client Client Challenges/OpportunitiesChallenges/Opportunities
BrandAsset&&&RRRYYY BrandAsset ®®&&&RRRYYY Valuator
Brand Magnetism™Brand Magnetism™Brand Magnetism™Brand Magnetism™
And A Proprietary Tool:And A Proprietary Tool:B d A tB d A t®® V l tV l t
A Brand Database
Brand AssetBrand Asset®® ValuatorValuator
A Brand Databaseof brand strengths, weaknesses & consumer perceptions
+A Theory
of how to build strong brands
+
g
A Tool+
A Toolfor diagnosing brand health
To Be Brand Building ExpertsTo Be Brand Building Experts
BrandAsset® Valuator: A Tool for Managing, BrandAsset® Valuator: A Tool for Managing, Leveraging and Protecting BrandsLeveraging and Protecting Brands
Sweden
Leveraging and Protecting BrandsLeveraging and Protecting Brands
Canada
United States
France
It lSpain
Great Britain
Chi Japan
GermanyPoland Russia
Czech RepublicHungary
Holland
Switzerland
Sweden
South Korea
United States Italy China Japan
Mexico Thailand
Taiwan
PhilippinesMalaysia
India
BrazilAustralia
VenezuelaColombia
Chile
y
Indonesia
SouthAfrica
Australia
Argentina
Chile
On-going25+ countries8,500+ brands55 measures/brand40,000+ people
Creative ThatCreative That Works
Our Philosophy:Our Philosophy:
Our Philosophy:Our Philosophy:
A brand with great personality t d t istands out in
a crowda crowd
M di Th “Oth ” M di Th “Oth ” Media: The “Other” Media: The “Other” Creative DepartmentCreative Departmentpp
Our Media ApproachOur Media Approach
“Dollars do better if accompanied by sense.”
Anonymous
“God is in the details.”
Mies van der Rohe
O U i A h O U i A h Our Unique Approach Our Unique Approach to Integrationto Integrationgg
Integration: Driving the Brand Message Integration: Driving the Brand Message Through All Levels of CommunicationThrough All Levels of Communication
Branding
Id i R i f
Product Advertising
Identity Reinforcement
Retail/Promotional Advertising
Public Relations/Cause-Related Marketing
Direct and Database
Employee Communications
Marketing/RelationshipMarketing
New MediaNew Mediawww.
Building Momentum through AllianceIntegration: Driving the Brand Message Integration: Driving the Brand Message Through All Levels of CommunicationThrough All Levels of Communication
Branding
Identity ReinforcementIdentity Reinforcement
Branding
Product Advertising
Retail/Promotional Advertising
P bli R l ti /C R l t d M k ti
Product Advertising
Retail/Promotional Advertising
P bli R l ti /C R l t d M k tiPublic Relations/Cause-Related Marketing
Employee Communications
Direct and Database
Public Relations/Cause-Related Marketing
Employee Communications
Direct and Database Marketing/Relationship
Marketing
New Mediawww
Marketing/RelationshipMarketing
New Mediawwwwww.www.
Barry Silverstein “Wrote the Book”Barry Silverstein “Wrote the Book”
“If you are going toIf you are going to read only one book about Internetabout Internet Marketing this year, read this one ”read this one.
Mike Bayer CompuServeMike Bayer, CompuServe
Some ProofSome Proof
Key.Com
Helping Financial Customers at Every Click
Helpful Personal Financial PortalHelpful Personal Financial PortalHelpful, Personal, Financial PortalHelpful, Personal, Financial Portal
Consumer ClientWants/Needs
More choices, more confusion in a large undifferentiated higher-
Challenges/SolutionsPersonal attention
a large, undifferentiated, higher-spending category
“Free agent” mentality: low
Expert, credible source for unbiased information
B d dexpectations for bank, yet need for bank services
Seeks helpful and clear guidance
Broad resources and capabilities
Access on consumers’ termsSeeks helpful and clear guidance and information to make own decisions
Access on consumers terms
Easy as possible
“Online Banking As Unique As You Are”“Online Banking As Unique As You Are”
Fought temptation to tout impressive g p plist of product/service feature-improvements. Instead,– Distilled differentiation into simplified, p
personalized, customer offering – Integrated launch marketing plan used
online / offline media (Internet, D/M, R di P i t) R h d t lRadio, Print). Reached not only Customers, but other critical stakeholders; Financial Analysts and Key Employees y p y
Launch communication used to internally articulate broader, long term portal visionportal vision
Awakening the Sleeping GiantAwakening the Sleeping GiantAwakening the Sleeping GiantAwakening the Sleeping Giant
“Selling Products by“Selling Products bySolving Problems”Solving Problems”
ConsumerWants/Needs
ClientChallenges/Solutions
Consumers mystified by increasingly complicated
Wants/Needs Challenges/SolutionsRadioShack’s hidden asset– The sales forceg y p
electronicsAfraid of making mistakes
d b i i d ff
The sales force• helpful• knowledgeable
and being ripped-offConfused and intimidated, people need help and honest
• honest• trustworthy
Thi i ipeople need help and honest advice
– This is unique among retailers
Driving The Program Driving The Program Th h t Th O i tiTh h t Th O i tiThroughout The OrganizationThroughout The Organization
Ad ertising (brand h bridAdvertising (brand, hybrid and promotional)Ne logo and packagingNew logo and packagingIn-store execution (l t i )(layout, signage)Employee training and compensationDifferent merchandise mix Vastly better media targetingAlliances…
Three ExamplesThree Examples
Cell phonesCell phones
IBM Aptiva computers
Sprint Store at RadioShack
Dramatic ResultsDramatic Results
The “Questions Answers” theme has become theThe Questions, Answers theme has become thecorporate mantra
D bl di it i i b th l d fit afterDouble-digit increases in both sales and profits after 10 years of essentially flat revenues
Story of RadioShack repositioning/resurgencebecame financial analysts’ favorite and stock surgedsurged
Increased brand awareness from 20% to 70% in dditi t j h t f iaddition to major enhancements of service,
quality, and value perception
Making a Colossus HumanMaking a Colossus Human
“Making High Tech High Touch”“Making High Tech High Touch”Making High Tech, High TouchMaking High Tech, High Touch
ConsumerW t /N d
ClientCh ll /S l ti
Overwhelmed by enormity of infrastructure decisions
Wants/Needs Challenges/SolutionsGlobal leader in technological innovationsof infrastructure decisions
Daunted by Siemens complexity and arrogance
technological innovations
Siemens technology positively touches livescomplexity and arrogance
Unaware of integrated capabilities
positively touches lives
Commitment to improving socio-economic conditionsp
WorldWorld--class Work,class Work,W ld id SW ld id SWorldwide ScopeWorldwide Scope
Unprecedented “around the world” production itineraryWorldwide brand relaunch: a TV and print campaign intended for 14 markets now runs in more than 40—at the request of local managementthe request of local managementUnderstanding of Siemens’ capabilities has increased dramatically among top decision makersy g pMorale among Siemens’ employees globally has improved even in a difficult economic environment
General Business Market
No Relationship No Relationship ––Q ti bl V lQ ti bl V l
One-on-one interviews with small-to-medium
Questionable ValueQuestionable Value
businesses in the Bell Atlantic footprint
Limited understanding of what Bell Atlantic doesLimited understanding of what Bell Atlantic doesLimited perception of Bell Atlantic’s “value-add”Bell Atlantic carries “monopoly” baggageLack of a clear, relevant and compelling message
Additional one-on-one interviews with internal BellAdditional one on one interviews with internal Bell Atlantic audience
Communications Communications –– A Low PriorityA Low Priority
Small businesses currently did not view communications as a top core business need
Core Business Needs*
communications as a top core business need
Growth1. Lack of business sales2. Finances3. Quality of work force
1. Lack of business sales2. Finances3. Quality of work force
Growth
4. Operating costs5. Business development/Logistics6. Lack of workforce7 Updated technology
4. Operating costs5. Business development/Logistics6. Lack of workforce7 Updated technology
Productivity/Efficiency
Product Solution
Sets7. Updated technology8. The economy9. Competition
10. Communications problems
7. Updated technology8. The economy9. Competition
10. Communications problems
Customer Servicepp
* Yankee Group
“A Better Way to Work”“A Better Way to Work”A Better Way to WorkA Better Way to Work
ConsumerWants/Needs
ClientChallenges/Solutions
Small and medium-sized businesses don’t consider
Bell Atlantic will show you how to actualize the power
communications needs a top priorityNew communications
of communications and other technologiesProvides small businessesNew communications
technologies/services are complex
Provides small businesses with tailored solutions to maximize their:– Customer Service– Growth– Productivity/Efficiency
Bell Atlantic General BusinessBell Atlantic General Business——Integrated ProgramsIntegrated ProgramsTelevision (Branding and DR) drives responses and sales through other media
Branding TV (:30s)
DRTV (:60s)
DRTV (:60s)
Radio
Guide
I t tInternet
Thank YouThank You