advertising process-may 2003 workshop

7/31/2019 Advertising Process-May 2003 Workshop

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Brothers in arms

Account Planning

Account Mgmt

Creative Media Planning


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Key milestones

The creative brief/media brief

Creative development

Client presentation

(Communication strategy,creative,media)

Client approval

(strategy, creative, media, production costs, legal)

Ad Production

Release of material to media

Billing and collection


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Where do I begin?


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Category analysis

Category information and analysis

Market size and growth

Trends in the category

Key players and their brandsBrands and their shares

Brands and their price points

Brands and their history

Brands and their communication over time

Brands and their media history


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Category analysis

Market size and growth

How big is the market?

Is it growing/ degrowing?

Dynamics of the categoryHypothesis of why this is happening

Sources of information:

ORG data

Secondary sources: ET, Information on the net

Clients internal information


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Category analysis

Trends in the category

How is the market segmented?

Are there any trends emerging?

What are factors responsible for these trends?Policy change, social change, consumer change, economic

pressure?

Are there any new trends that could emerge?

Are there any constraints/boundaries/rules to follow

Liquor/cigarettes

Sources of information:

ORG data, segmentation study, Clients internal

information


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Category analysis

Key players and their brands

Who are the key players, what are their brands?

What are their market shares

What are their price points

What are their positionings/differentiators

What is their communication history

Sources of data

ORG, Clients internal information

Market visits

Ads sourced from libraries/TV ADindex/Magindia/net


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Category analysis

Brands and their media history

Analysis of spends in the category over time

Analysis of media mix

Analysis of markets and geographies targeted bybrands

SOE, SOV, Reach-frequency analysis, scheduling


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Questions to the client


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Key questions: client

What is your business issue?

What is the communication challenge?

Who are your consumers?

What is your differentiator?Why should I believe it?


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Business issue

Define his business issue

Axe sales is static because it is not able to recruit

young consumers who think that the brand isdated

Clinic Plus is losing share in the metros as the

consumers are moving into beauty brands

TVS tyres presence in the replacement market is

very

low as consumers perceive MRF to be a better


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Business issue

Define his business issue

Not

I want to launch a brand of coffee

I want to relaunch my brandI want to get a share of 10% in the market

I want to grow


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Communication challenge

Define the communication challenge:

Axe: Reconnect with the young consumer

Clinic Plus: Reconnect with the metroconsumers by

making Clinic Plus health and cosmetic values

desirable.

TVS tyres: Build a relationship with the OE

consumer and build credibility of TVS tyres.


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Define the communication challenge:

Not

Create impactful launchBrand should become top of mind in 3 months

Need to sell 300T in 5 months of launch


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Who is your consumer?

Who buys my brand?

Why does she/he buy it?

What is her/his demographic profile?

What is her/his psychographic profile?

Source:

Consumer profiling study and other researches

done by the clientAnalysis of demographic profile from IRS

Analysis of psychographic profile: TGI IMRB


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What is your differentiator

In what way are you different from other brands in

the market?

The differentiator should be important, credible

and different

If functionally brands are on par, look to

differentiate in the emotional space


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Why should I believe it?

Why should I believe your proposition?

Ingredient

Unique Process

DemoEndorsement

Trust


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Once you have this

knowledge

work with the

insight mining toolkit


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Whats an insight?

A deeply felt human truth that feels as relevant to

the brand as it does to us


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Whats its value?

Touches a nerve

Draws us in

Feels personal

Sticks with us


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The Paradox

If thats so, why does there seem to be so much

un-insightful advertising?


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Real Insights get sacrificed for false causes

More Information

Shout Loudly

Borrowed Interest

Fabricated Insights

Creativity for creativitys sake


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Good Insights are hard to find

People dont tell you insights, they have to be

discovered

Insights are discovered by asking questions


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Ask the right question,

youll get the right answer


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Our Approach to questioning

Its revealing to ask the right questions

Its more revealing to ask wrong questions

Its inspiring to look at examples from outside our

businessThe more you ask the more likely you are to get to

the right insight


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ASK RIGHT AND WRONGQUESTIONS IN EACH:

ContextConsumer

Brand

Comms

Comp

Social

We dig for insights in three mines


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We ask them all from one perspective:

Consumer

Brand

Context

THE HUMAN PERSPECTIVE

We dig for insights in three mines


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Rigour

The right

questions

Each game follows a course

THE BUSINESS ISSUE

COMMUNICATIONS TASK

BIG CONSUMER

INSIGHT

Provocation

The wrong

questions

Discoveries

New facts,

new

thoughts

Connections

Consumer,

brand,

competitivecontext

WHO TO ASK


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Ruthlessly judge insights at the end

Does it

Address Business Issue

Personally Involve Consumers

Inspire Creative Ideas

Build Brand Relationship


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Insight mining leads to cases like these


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French Lottery

Business Issue:

Less people playing the lottery because new

games seem more exciting to play

Communication challengeBring players back by putting the fun back into

playing

Trigger question

What would a fanatic say?


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When you play you can dream of changing your life

French Lottery


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Axe

Business Issue:

Axe sales static due to aging brand profile. It is

failing to recruit young males because of its dad

image


Reconnect with the youth

Trigger question

What does the target dream of?


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Every man dreams of a woman making the first move

Axe


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Brand Stock

Writing the blue print of

the brand


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Brand Stock Current

Brand Stock Future

Brand Branch

3 components


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Brand Stock Current

A tool to understand how the brand relates to the

consumer

Brand Stock Future

A tool to determine where the brand

could/should be

Brand Branch

A tool to evaluate brand extensions and brandportfolios

3 functions


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Brief


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What is the brief and for whom?

For Creatives:

A stimulating summary of communication objectives

For Clients:A stimulating first step that sets objectives

For Account Team:

The last stage in strategy development that forcesdecisions

For All :

An agreed basis for judging


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A good brief

5 Ways to Recognise One

Clear

Coherent

Concise

Competitive

Stimulating


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A good brief

Clear : In what it is trying to express

Coherent : All sections form one integrated point

of view

Concise : Eliminating all details that are notvital to get a creative solution

Competitive : Setting priorities: not a shopping list

of all that must go into the advertising

Stimulating : Taking a stand that can evoke a creativeresponse


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Key questions

What are the marketing objectives?

Why do we want new advertising?

Who is the target audience?

What do they think?

What would we like them to think?

What is the insight?

What should the advertising say?

Why should they believe it? Are there any mandatories?


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A bad brief

5 Ways To Recognise One

Over promising : Exaggerating brand performance

Over straining : Focusing on minor differencesvs.

other brands because major

differences cannot be found

Lacking precision : Vague and ambiguous on

contentLacking focus : Covers all options, fails

to

express uniqueness of the brand

Uninspiring : Full of detail and jargon andblah,


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The briefing meeting

Communicate

Motivate

Inform

Inspire


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The briefing meeting

The written brief should come at the end of the

briefing process.

It should be brought to life in a briefing meeting.

It should be clear, coherent, concise, competitive

and stimulating


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Creative development


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Advertising Idea

The Advertising Idea is a creative vehicle that

dramatises the brand differentiator


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Executional idea

The Executional Idea is an expression of the

Advertising Idea which strengthens its impact to

keep the idea fresh


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Using AIM to Judge

Attention

Cut through - impact, enjoyable and involving

Identity

Branding should be intrinsic

MessageBuilt on discriminator

Easy to follow, not confusing


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Client Presentation

C


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Client Presentation

Recap brief, briefly

Focus on the insight, discriminator and creative idea

Present the creatives across media

Prove campaignabilityBelow the line initiatives

Customer relationship initiatives (if required)

Rural initiatives (if required) Interactive initiatives (if required)

M di Pl


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Media Plan

How much money should be spent?

How should it be spent

Defines the media target consumer

What is their media habit

What should be the strategy to reach them


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Client approval

Cli t l


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Client approval

After iterations, changes, modifications

Final approval is got for every item that is going in

for production

Approval or creative units

Legal and technical approval of creative units

Production costs approval

Media plan approval

Shadow plan approval


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Production

TVC d ti


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TVC production

Storyboard of the film sent to channels for approval

Brief films department through a film brief

Film exec does an internal costing

Creative and film exec shortlist 3 producersAll three producers are briefed and quote received

Agency recommends one producer to client

Client approval sought, estimates get approved

Film discussed in detail with the chosen producer Internal pre-production meeting done to finalise shot

breakdown, treatment, location, models, costumes

etc


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P P d ti


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Press Production

If there is a visual in the ad, decide whether it needsphotography

If so, identify photographer and brief him

Get quote approved by the client along with

advanceDo pre-production meeting with photographer.Decide models, location, clothes etc

Shoot, select pictures, system correct if required

Make artworks and positivesProof checked and client approval sought

Positives made as required by the media plan

Send positives to media buying for release

P i t P d ti


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Print Production

If there is a visual in the ad, decide whether it needs

photography

If so, identify photographer and brief him

Get quote approved by the client along with advance

Do pre-production meeting with photographer. Decide models,location, clothes etc

Shoot, select pictures, system correct if required

Decide on an economical size

Make artworks and positives accordingly

Brief 3 printers and get the best quote approved by client alongwith advances

Hand over positives for printing, check proofs before final lot is

printed

advertising process-may 2003 workshop

Documents