Monday, June 28, 2010
Overview Processes The Work Partnership Added Value
Monday, June 28, 2010
Overview Processes The Work Partnership Added Value
Monday, June 28, 2010
The Best Work, W
orks Best
Monday, June 28, 2010
4As Philippine Agency of the Year (2008, 2009)
Campaign Brief Asia Philippines Agency of The Year
(2006, 2007, 2008, 2009)
Most Highly Awarded Digital Agency in The Country
(2008, 2009)
Monday, June 28, 2010
More Awards For Effectiveness
Than Any Other Agency In The Country For
The Past 3 Years
Monday, June 28, 2010
Monday, June 28, 2010
Num
ber o
f awar
ds (e
xcluding
cra
ft) a
cros
s 16
clie
nts
GOL D SILVER BRONZEBEST OF MEDIUM
1
6
9
19
www.bbdoguerrero.com
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
BBDO PROXIMITY
Monday, June 28, 2010
Advertising Direct & CRM Core Digital E-CRM Social Media Mobile
Monday, June 28, 2010
Overview Processes The Work Partnership Added Value
Monday, June 28, 2010
BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK
Monday, June 28, 2010
BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK
Monday, June 28, 2010
Define a brand to drive purpose, action and
compelling communication
Brand fundamentals expressed in a dynamic,
action oriented way
BRANDWORK
Monday, June 28, 2010
Brand Essence
Target Audience
Benefits
Personality
BRANDWORK
Noble Purpose
Inciters
Advantage
Behavior Code
Monday, June 28, 2010
BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK
Monday, June 28, 2010
Logical sequence breaking down business objectives
into single human actions required
Directs insights into an effective, creative brief
focusing on desired behavior
INCITEWORK
Monday, June 28, 2010
INCITEWORK
What are the business goals?
Where will the business come from?
Who will provide the
growth?
What do they do now?
What do we want them to
do tomorrow?
What experience will change
their behavior?
What are the pivotal
moments to change
behavior?
Monday, June 28, 2010
BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK
Monday, June 28, 2010
2-3 day intensive creative development
Cross disciplinary creative teams,
client involvement throughout
Major campaign idea executions across key media
95% success rate
WORKOUT
Monday, June 28, 2010
BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK
Monday, June 28, 2010
A tool to help develop campaign channel plans
based on the pivotal moments during
the consumer journey
Ensures every message in every medium is
aligned and optimized for maximum efficiency
WORKPLAN
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
Monday, June 28, 2010
BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK
Monday, June 28, 2010
Three core tools available to help measure and optimize
campaign performance
MEASUREWORK
The Worth, The Worth, The Worth
Monday, June 28, 2010
Social Media monitoring
and impact tool
Helps gain consumer
insight to inform marketing
and advertising strategy
Everywhere in the world, in
any language, in real-time
Listen – Learn - React
Monday, June 28, 2010
Aggregates multiple
sources of campaign data
into a dashboard
Real-time snapshot of
impact of activity
Customized to business
and marketing objectives
Monday, June 28, 2010
Identifies most compelling
advertising claims; puts
monetized value on KPIs
Constant net spend,
optimizing contribution of
messages can give our
Clients 5-12% boost
in sales
The Worth, The Worth, The Worth
If we invest x dollars in communication (e.g. media
channel and messaging) it equals to an x% increase
in brand preference which will drive
x% intention to stay in the next 6 months, therefore
providing $x total revenue gain
JoAnn Sciarrino
EVP Director
Michael Wolfe
Snr. Research Director
Analytics & Modeling
Dr. Stephen Stuk
Scientific Advisor
Analytics & Modeling
Monday, June 28, 2010
Overview Processes The Work Partnership Added Value
Monday, June 28, 2010
Bayan DSLWHY - Bayan struggling to gain foothold in a competitive and
aggressive category
GET - New subscribers
WHO - Are frustrated that their current service provider does
not deliver on what they promise
TO - See Bayan as the service provider that they can rely on
to meet their expectations
BY- Demonstrating the ease and simplicity of Bayan’s
service
WHAT - Fully integrated campaign across multiple media
Monday, June 28, 2010
Bayan DSL
Executional Insight: When it comes to technology, senior
citizens are the ones who are usually left behind
Product Truth: Bayan Broadband simplifies your internet
experience
Total Work Idea: Bayan makes going online so easy, even a
grandmother can do it
Monday, June 28, 2010
Bayan DSL
Executional Insight: When it comes to technology, senior
citizens are the ones who are usually left behind
Product Truth: Bayan Broadband simplifies your internet
experience
Total Work Idea: Bayan makes going online so easy, even a
grandmother can do it
Monday, June 28, 2010
TVC OUTDOOR PRINT
FLYERSVIRALS
WEBSITE
SOCIAL NETWORKING SITES
RADIO
Monday, June 28, 2010
Monday, June 28, 2010
Bayan DSL
Customer inquiries up 700%
Subscriber base up 45%
PHP144 Million in free media impressions
Less than 10% of competitors media budget
Monday, June 28, 2010
Bayan DSL
Gold Asian Marketing Effectiveness Awards
Gold Asian Digital Media Awards
Silver NY AME Awards
Best of Show Philippine Ad Congress
Monday, June 28, 2010
Pizza Hut DeliveryWHY - Competitive encroachment into delivery service
GET - Young adults
WHO - Rely on food delivery services whenever they are
pressed for time
TO - Make Pizza Hut Delivery their top of mind option
BY- Demonstrating Pizza Hut’s commitment to time-keeping
WHAT - Fully intergrated campaign across multiple media
Monday, June 28, 2010
Pizza Hut Delivery
Executional Insight: In The Philippines, we are lax about time
keeping... except when it comes to food
Product Truth: Pizza Hut delivers on time, or its free
Total Work Idea: When everything else is late, you can count
on Pizza Hut to be on time
Monday, June 28, 2010
Monday, June 28, 2010
Pizza Hut Delivery
Transactions increased more than double during campaign
Significant improvements on key brand health metrics
Monday, June 28, 2010
Pizza Hut Delivery
Bronze NY Advertising Marketing Effectiveness Awards
Silver Asian Spikes Awards
Bronze Cannes Lions
Monday, June 28, 2010
Modess AngelsWHY - Exploit and expose weakness in competitor’s
‘shallow’ positioning to build core brand equity
GET - Compassionate and socially aware young women
WHO - Feel compelled to help others during a time of need
TO - See Modess as an authentic and responsive partner,
sensitive to the needs of women
BY- Encouraging them to partner with Modess to make a
difference to those most in need of female compassion
WHAT - Integrated campaign with digital as enabler at core
Monday, June 28, 2010
Modess Angels
Executional Insight: You can be more compassionate and
sensitive to others when you are naturally at ease
Product Truth: Modess’ superior protection puts you
comfortably at ease so you can be more in tune with the
needs of others
Total Work Idea: Modess enables you to care more
Monday, June 28, 2010
Monday, June 28, 2010
Modess AngelsInitial community target reached within half the time
estimated
Extended reach of campaign in response to demand to
formally mobilize relief operations
Significant improvements on key brand health metrics
including A brand that supports and empowers women and A
brand that reflects the reality of women today, brand usage
scores also posted positive shifts during campaign period
Monday, June 28, 2010
Modess Angels
Winner of the only 2010 J&J James Burke Award For
Best Campaign in Asia Pacific
Monday, June 28, 2010
Pepsi Sarap MagbagoWHY - Relaunch Pepsi into a crowded market where price
brands have commodotized the category
GET - Pinoy Youth
WHO - Desire to make a change, but don’t know where to
start
TO - See Pepsi as the enabler that will help them to convert
their desire for change into action
BY- Getting them to make a choice and make a difference
with Pepsi
WHAT - Integrated campaign with digital to drive participation
amongst key influencers
Monday, June 28, 2010
Executional Insight: Effecting an actual change begins with
making an active choice to do so
Product Truth: Choosing Pepsi over other colas is an active,
as opposed to a passive choice
Total Work Idea: Together, Pepsi and the Philippine Youth
make an active choice to make a change
Pepsi Sarap Magbago
Monday, June 28, 2010
Monday, June 28, 2010
14% Growth in Spontaneous Awareness
Increase in Trial scores from 89% to 98%
Volume Growth 0f 6%
Pepsi Sarap Magbago
Monday, June 28, 2010
Overview Processes The Work Partnership Added Value
Monday, June 28, 2010
End to end, full-service digital
media services
Digital communications
planning , digital media
planning & buying, SEO /
SEM, site analytics
Monday, June 28, 2010
Design based ideas division,
specializing in fast
turnaround, BTL / Retail
Projects
BTL promotional material,
POSM, DM & collaterals,
tactical & retail
communications
Monday, June 28, 2010
Asia Pacific mobile specialist,
based in our Singapore office
Mobile strategy & consulting,
mobile integration, mobile
media planning & advertising,
mobile content & applications,
behavioral research,
measurement & analytics
Monday, June 28, 2010
Overview Processes The Work Partnership Added Value
Monday, June 28, 2010
Annual global research
studies exploring key trends
Results & analysis available
exclusively to Clients
Wireless Works
The Ritual Builders
Trading UpTrading Down
Monday, June 28, 2010
Global knowledge & planning
service exclusively for BBDO /
Proximity agencies & Clients
Specializes in Finance, Retail
& Telecoms
Research, trend analysis,
strategic planning
Monday, June 28, 2010
A focal point for up-skilling
staff & Client, driving
innovation & thought
leadership
Monday, June 28, 2010
Digital Natives facilitated
modular training program
available to Clients through
Digital Lab
•Digital Strategy
•Social Media
•Search Analytics
•Mobile Advertising
•Gaming
•Online Advertising
•Digital CRM
•Online / Offline
Integration
•Digital Trends
•Mobile Marketing
•Virtual Worlds
•Micro-blogging
Monday, June 28, 2010
Overview Processes The Work Partnership Added Value
Monday, June 28, 2010
Monday, June 28, 2010