worldwide mesh - weaving the context into content #2

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’