create imc work by asking the right questions

Gino BorromeoVP/Head of Planning

McCann Worldgroup Philippines@manilapaper

4As ARAL: IMC7 SEPT 2012

MEET YOUR TEAM ANDGIVE YOURSELVES A NAME

AGENDA FOR THE DAY

AM: STRATEGY

1. INTRO AND ICEBREAKER 2. IMC: WHAT IS IT? AND WHY DO WE NEED IT?

3. HOW DOES ONE GO ABOUT CREATING IMC?

COFFEE/CIGARETTE BREAK

4. PROBLEM DEFINITION

5. THE GOAL/RESPONSE

6. TARGET PROFILING

7. BRAND ROLE

LUNCH

9:00-9:30

9:30-9:45

9:45-10:00

10:00-10:15

10:15-10:45

10:45-11:00

11:00-11:30

11:30-12:00

12:00-1:00

PM: IDEA + EXECUTION

8. THE IDEA

9. HOW THE IDEA WILL BE EXPERIENCED 10. CASE WORK BRIEFING

11. CASE WORK

12. PRESENTATION TO PEERS + FEEDBACK

1:00-1:30

1:30-2:00 2:00-2:30

2:30-4:30

4:30-5:30

WHAT IS IMC?AND WHY DOES IT MATTER?

WHAT IS YOUR UNDERSTANDING OF“INTEGRATED MARKETING COMMUNICATIONS”?

“A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force”

“An approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.

THERE ARE MORE WAYS THAN EVERFOR PEOPLE TO EXPERIENCE A BRAND

ADVERTISING IS BUTONE PART OF THE ENTIRE EXPERIENCE

WHILE ADVERTISING CAN DO MANY THINGS,IT CANNOT SOLVE EVERYTHING

THE SOLUTIONTO MANY MARKETING PROBLEMS

IS NOT NECESSARILY JUST ADS

Kit Kat Mail (Japan)

EVERYTHING A BRAND DOES COMMUNICATES

BECAUSE EVERYTHING COMMUNICATES,WE NEED TO THINK MORE BROADLY ABOUT WHAT IS “MARKETING COMMUNICATIONS”

BECAUSE EVERYTHING COMMUNICATES,WE NEED TO THINK HOLISTICALLY ABOUT

HOW PEOPLE EXPERIENCE A BRAND

A PRACTICAL DEFINITION OF IMC

A SOLUTION TO A CLIENT’S BUSINESS PROBLEM

THAT USES DIFFERENT FORMS OF COMMUNICATION

TO CREATE A SEAMLESS EXPERIENCE OF THE BRAND

SO HOW DOES ONE GO ABOUTCREATING IMC WORK?

3 ESSENTIALS

#1: A MINDSET CHANGE

THINK SOLUTIONS,NOT JUST AD CAMPAIGNS

#2: HONESTY AND HUMILITY

IT IS IMPOSSIBLE FOR ONE PERSONTO KNOW EVERY SINGLE THING

MORE FORMS OF CREATIVITYTHAN EVER BEFORE

MORE KNOWLEDGE AND DATATHAN EVER BEFORE

WE WILL NEED TO COLLABORATEMORE THAN EVER

#3: KEEP ASKING QUESTIONS

“IF YOU DO NOT ASK THE RIGHT QUESTIONS,YOU DO NOT GET THE RIGHT ANSWERS”

EDWARD HODNETT

ASKING THE RIGHT QUESTIONSWILL LEAD YOU TO THE ANSWERS

QUESTIONS AS A PRACTICAL TECHNIQUETO CREATING IMC WORK

PART 1: IMC STRATEGY

PROBLEM DEFINITION

GREAT SOLUTIONSREQUIRE GREAT PROBLEMS

THERE ARE DIFFERENT KINDS OF PROBLEMS

There are different levels of problem

Business

Marketing

Brand

Communication

Channels

Creative

Eg. Profit margin is too low to sustain share price

Eg. Price premium unsustainable

Eg. User imagery is wrong

Eg. No awareness of the product range

Eg. Can’t afford TV

Eg. People don’t understand the advertising

Diagnosing the right problem is essential

HOW WE DEFINE THE PROBLEMDEFINES THE SOLUTION NEEDED

BUSINESS PROBLEM

“DOT HAS A TARGET OF 5M TOURIST ARRIVALS FOR 2012”

MARKETING PROBLEM

“TOURISTS SEE TRAVEL TO THE PHILIPPINESAS GRUELING, NOT ENJOYABLE”

COMMUNICATION PROBLEM

“WE NEED TO CHANGE THE TARSIER AND DEVELOP AN ENGLISH TAGLINE”

FIND THE REAL PROBLEM TO SOLVE

LIKE A CHILD, KEEP ASKING

“WHY?”

PROBLEM DEFINITION TECHNIQUE

WHY?

ROM SALES ARE DECLINING

ROMANIANS PREFER IMPORTED CHOCOLATE BRANDS

WHY?

THEY THINK THESE BRANDS ARE COOLER

THESE BRANDS ARE AMERICAN AND ROM IS ROMANIAN

THEY’RE DISILLUSIONED WITH ALL THINGS ROMANIA

WHY?

WHY?

WHY?

QUICK EXERCISE

“IN THE NEXT 12 MONTHS, WE WANT TO GET OUT OF THE TOP 10 OF THE WORLD’S WORST AIRPORTS”

GOAL/RESPONSE

WHAT CHANGE DO WE WANT TO ACHIEVE?

IT SETS THE EXPECTATION ONWHAT KIND OF IDEA IS NEEDED

IT HELPS US JUDGEIF THE IDEA IS THE RIGHT ONE

IT ALSO SETS THE MEASURE OF SUCCESS

FROM TOGOAL SETTING TECHNIQUE

PROBLEMINDIAN MEN BELIEVE THAT HAVING FACIAL HAIR MAKES THEM MORE

MASCULINE, AND THEREFORE MORE ATTRACTIVE TO WOMEN

CLIENT BRIEFCONVINCE INDIAN MEN WHO ARE ALREADY RELUCTANT TO SHAVE TO BUY A RAZOR THAT’S 10x MORE EXPENSIVE THAN TRADITIONAL BLADES

FROMI DON’T SEE THE NEED

TO SHAVE

TOSHAVING MAKES ME MORE

ATTRACTIVE TO WOMEN

EXERCISE

THE 4As WANTS TO GET MORE YOUNG PEOPLEINTO ADVERTISING AS A CAREER

PROBLEM?

GOAL?

TARGET PROFILING

OUR IDEAS AIM TO MOVE PEOPLE

“NOTHING IS SO POWERFUL AS AN INSIGHT INTO HUMAN NATURE...WHAT COMPULSIONS DRIVE A MAN...WHAT INSTINCTS DOMINATE HIS ACTION.

IF YOU KNOW THESE THINGS ABOUT A MAN YOU CAN TOUCH HIM AT THE CORE OF HIS BEING.”

BILL BERNBACH

FIND SOMETHINGABOUT PEOPLE (AND THEIR LIVES)

THAT WE CAN CONNECT TO

WHO SHOULDWE TARGET?

WHY ARE THEY WORTH TARGETING?

WHAT’S UNUSUAL ABOUT THEM?

TARGET PROFILING TECHNIQUE

THE BRIEFINCREASE NAB’S CUSTOMER BASE

WHO?AUSTRALIANS WHO ARE MORE WARY

OF BANKS AFTER THE GLOBAL RECESSION OF 2007

THEY ARE SO WARY OF BANKS THAT THEY BELIEVETHE TOP 4 BANKS OF AUSTRALIA

ARE IN COLLUSION WITH ONE ANOTHER

EXERCISE

THE 4As WANTS TO GET MORE YOUNG PEOPLEINTO ADVERTISING AS A CAREER

TARGET PROFILE?

BRAND ROLE

WHAT A BRAND DOESIS JUST AS IMPORTANT

AS WHAT IT SAYS

PROPOSITIONS LEAD US TO MESSAGES(WHICH CAN LIMIT OUR THINKING)

INSTEAD OF PROPOSITIONS, THINK ABOUTTHE ROLE THE BRAND CAN PLAY

BRAND ROLE TECHNIQUE

WHAT CAN THE BRAND DO?

WHAT CAN THE BRAND SAY?

“IF YOU SURRENDER, YOU CAN BE HOME WITH YOUR FAMILY THIS CHRISTMAS”

WHAT CAN THE BRAND DO?

BRING CHRISTMAS TO THE REBELS SO THEY REALIZE WHAT THEY’RE MISSING

WHAT CAN THE BRAND SAY?

“EXPLORE THE BIGGEST COUNTRY IN THE WORLD”

WHAT CAN THE BRAND DO?

TURN REGULAR PEOPLEINTO EXPLORERS

EXERCISE

THE 4As WANTS TO GET MORE YOUNG PEOPLEINTO ADVERTISING AS A CAREER

WHAT COULD THE 4As DO?

PART 2: IMC IDEA + EXECUTION

THE IDEA

AN IDEA BRINGS EVERYTHING TOGETHER

WITHOUT AN IDEA,ALL YOU HAVE IS A SERIES OF TACTICS

FIND THE IDEA

IDEA = THE THEME

EXECUTIONS = TACTICS BASED ON THE THEME

A GOOD IDEA...

FEELS INTUITIVELY TRUE

CHANGES THE WAY YOU LOOK AT A BRAND

INSPIRES CREATIVITY IN DIFFERENT CHANNELS

WE BELIEVE THATEVERY BABY IS A LITTLE MIRACLE

PRODUCTS ADVOCACIES ADVERTISING

PARTNERSHIPS APPS AND TOOLS PACKAGING

WHAT’S THE IDEA?

EXERCISE

WHAT’S THE IDEA?

YOU CAN ACCOMPLISH ANY MISSIONWHEN YOU USE THE YELLOW PAGES

HAPPINESS IS BETTER WHEN IT’SSHARED WITH A FRIEND

THERE IS A VOYEUR IN ALL OF US

EXERCISE

THE 4As WANTS TO GET MORE YOUNG PEOPLEINTO ADVERTISING AS A CAREER

IDEA?

HOW THE IDEA WILL BE EXPERIENCED

“We have to rethink what we call media.

Media used to be simply a way for brands to target consumers, but today, media is the way that people are engaging with the world around them.

I believe the best brands will become media themselves:the places, spaces, experiences people choose to spend time with.”

Lee ClowTBWA/Chiat Day

RESIST THE IMPULSE TO START WITHMEDIA/TOUCHPOINTS/CHANNELS

(THAT COMES LATER)

THINK EXPERIENCE

THINK STORY ARC

EVERY STORY ARCHAS A BEGINNING, MIDDLE AND END

WHAT’S THE STORY ARC?

THE STORY ARC

RECRUITING FOR THE JOB OF ISLAND CARETAKER

STORY ARC QUESTION(e.g. HOW WOULD WE RECRUIT PEOPLE FOR THE BEST JOB IN THE WORLD?)

_________________________________

BEGINNING? MIDDLE? END?

THE STORY ARC

FINDING INDIA’S NEXT GENERATION OF LEADERS

CASE WORK TIME!

THE CHALLENGE

CYBER-BULLYING IS AGROWING SOCIETAL ISSUE IN THE PHILIPPINES

THE BRIEF

RAISE GREATER CONCERN AMONG FILIPINOSABOUT THE DANGERS OF CYBER-BULLYING

THE AMBITION

REDUCE THE INCIDENCE OF CYBER-BULLYINGIN THE PHILIPPINES BY 50% IN THE NEXT 3 YEARS

YOUR DELIVERABLES

STRATEGY(PROBLEM, GOAL, TARGET, BRAND ROLE)

IDEA

EXECUTION

2 HOURS TO WORK

10 MINUTES TO PRESENT

1 WINNER

YOUR PEERS AS THE JUDGES

IN CLOSING

WHAT DID YOU LEARN?

“IF YOU DO NOT ASK THE RIGHT QUESTIONS,YOU DO NOT GET THE RIGHT ANSWERS”

EDWARD HODNETT

QUESTIONS ARE AN EFFECTIVE TECHNIQUETO USE IN CREATING IMC WORK

Gino BorromeoVP/Head of Planning

McCann Worldgroup Philippines@manilapaper

THANK YOU