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Integration truly is the future…
• Integrating across disciplines
• The need to go beyond “projects”
• A flavour of the power of meta-analysis– Patterns from BrandZ and Tracking data and implications for
advertising
The Attention Economy
Kevin Roberts, Global CEO Saatchi&Saatchi
quote from ‘Lovemarks: the future beyond brands’
“In today’s Attention Economy, we obsess about the attention part and forget about why we need that attention in the first place : (brand) relationships”
The Attention Economy
Fragmenting categories are the new reality
2313
40
25
77
6473
28
22
70
54
1711
2006- 2007 2008 2009 2010
HP FAL LIC McDonalds Nokia Thums Up
Fact #1
Source: BrandZ™ India 1999-2009 ; BrandZ™ is based on Millward Brown’s Brand Dynamics framework
Leader Brands : Consumer Bonding over time
There is a decline in engagement. Is the nature of engagement also changing?
Best Deal Emotional AffinityRational Affinity
Dynamic Popular (Fame)Different
Basis : Brand Dynamics™ studies globally (and in India)
Six different ways people bond with brands
4.5
4.1
10.0
3.1
4.2 4.5
2.3
4.3
10.8
0.5
3.3
4.2
Different Dynamic Fame Price Rational Affinity
Emotional Affinity
INDIA GLOBAL
We seek reassurance from brands but in today’s environment, brands also need to ‘stand out’
Fact #2
Source: BrandZ™ India : Classic/Olympic Brands, 1999-2009; BrandZ™ is based on Millward Brown’s Brand Dynamics framework
Factors Influencing Bonding for strong brands
5.04.0
9.9
2.5
4.0 4.3
Different Dynamic Fame Price Rational Affinity
Emotional Affinity
2008+
And this is only increasing over time… Creating a unique space is more important than ever for brands
Fact #2
Factors Influencing Bonding for Strong brands
14
-1 -1-24 -7 -6
Change over previous years
Source: BrandZ™ India : Classic/Olympic Brands, 1999-2009; BrandZ™ is based on Millward Brown’s Brand Dynamics framework
+–
How has advertising delivered to this challenge?
We are equal to any when it comes to effectiveness of advertising
3
2
3 3 3
22
1 1
2 2 2
India Brazil Argentina Turkey UK USA
Saliency Preference
% change in measure (peak in 8 weeks post ad coming on-air versus 8 weeks prior to advertising)
Global Avg.
(~400 ads) (~300 ads) (~600 ads) (~100 ads) (~400 ads)
% shift in key metrics post advertising
Fact #4
Source: Global Millward Brown Dynamic Tracking database
(~400 ads)
…but its also about how we get there!
Effectiveness =
Brandelasticity
Media Weight
BrandingImpact
Creative Impact We measure this via the Awareness Index – the % increase in ad awareness per 100GRPs
Are we delivering because we are spending more? Creative Impact is low compared to other countries
Fact #5
Source: Global Millward Brown Dynamic Tracking database
4 4
6
8
54
6
India Brazil Russia China Mexico Turkey UK
Average Awareness Index by country
Global Average 5
(148) (199)(513) (161) (94) (233) (1156)
54 51 5157
52
60
48
India Brazil Russia China Mexico Turkey UK
Fact #6
Source: Global Millward Brown Dynamic Tracking database
(879ads) (1017ads) (495ads) (366ads) (760ads) (626ads)(750ads)
A look at recognition of ads and how well branded they are
49Global Avg.
We are meeting the Attention challenge well – people remember our ads but…
54 51 5157
52
60
48
58
65 65
80
6755
56
India Brazil Russia China Mexico Turkey UK
Recognition Branding
Fact #6
Source: Global Millward Brown Dynamic Tracking database
(879ads) (1017ads) (495ads) (366ads) (760ads) (750ads)
A look at recognition of ads and how well branded they are
49Global Avg.
62Global Avg.
In our effort to break clutter, are we losing sight of the branding challenge?
(626ads)
Pre2008 2008+
Recognition 53 55Branding 62 54
Fact #6
Source: Global Millward Brown Dynamic Tracking database
(879ads) (1017ads) (495ads) (366ads) (760ads) (626ads)(750ads)
A look at recognition of ads and how well branded they are
Critically, this hasn’t always been the case
49Global Avg.
62Global Avg.
54 51 5157
52
60
48
58
65 65
80
67
55 56
India Brazil Russia China Mexico Turkey UK
Recognition Branding
So what does this mean for us?
Learnings from tracking brands that have met the Attention Challenge
Implications
Seems obvious – but stay true to the core of the brand
Dove
Implications
Seems obvious – but stay true to the core of the brand
Make the distinction between ads that are different and ads that make a brand stand apart
Bingo! Micromax
Implications
Seems obvious – but stay true to the core of the brand
Make the distinction between ads that are different and ads that make a brand stand apart
Often its not about an execution or even a campaign, its about a concept that is the unifying thread
Tata DoCoMo
Clarity of purpose and consistency of execution
Meeting the Attention Challenge
Seems obvious – but stay true to the core of the brand
Make the distinction between ads that are different and ads that make a brand stand apart
Often its not about an execution or even a campaign, its about a concept that is the unifying thread
Integration : Beyond the sum of the parts
• Beyond projects
• Beyond silos of disciplines
• Beyond ‘simple addition of information’