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Page 1: Credenciales final
Page 2: Credenciales final
Page 3: Credenciales final

Agenda Credentials Work Process Strategy and Media

Plan Team for H&M

Page 4: Credenciales final

SMG is part of a big family

PUBLICIS

GROUPE

VIVAKI

DIGITAS RAZORFI

SH SMG ZOG

LEO

BURNETT

SAATCHI

&

SAATCHI

PUBLICIS

STARCOM MEDIAVEST

Page 5: Credenciales final

0

200

400

600

800

1.000

1.200

1.400

Latam Chile

US

$ m

SMG

MPG

Mindshare

OMD

Initiative

MEC

Arena

UM

Carat

MediaCom

PHD

ZO

BrandConnection

#1 agency, both, at

a worldwide level

and in Latam

Fuente: RECMA – Octubre 2011

Page 6: Credenciales final

With a modern and consolidated structure

• 19 Markets

• 13 Owned by Publicis (100%)

• 800+ Marketing and Communication Professionals

• 80+ Professionals of Digital, available across the region.

• RHQ Multidisciplinary Team

RHQ Research & IT

HES (Human Experience Strategies)

Data and Analytics

Digital Strategies

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Some of our clients in Chile

Page 8: Credenciales final

Planning of

Media

Purchase of static

ads

Planning of

Experiences

Design of dynamic interactions

We have evolved

to from

Page 9: Credenciales final

Planning of Experiences

and allow more content

and “earned”

conversations. that reflects the

consumer in the

media.

Based on deep,

emotional, and powerful

human truth.

Page 10: Credenciales final

We solve business challenges through a complete

range of services

Research Planning Digital

One solution from one extreme to the other

These are the 4 key concepts for creating experiences

CURRENCY CONVERSATION

COMMUNITY CONTENT

Value exchange

with people

Participate in the

conversation

The audience is

“empowered” or

guided by the

Brand

Tell and spread the

history of the brand

Page 11: Credenciales final

Contenido Analytics Compra

Fast

execution of

media plans Advanced

Operational

Systems

Facilitator of the

work with

creative

agencies, BTL,

etc.

Areas of Support:

No additional costs

for specialists areas

like Digital,

Research, and OOH.

Team of Professionals

Team of ad-hoc

specialists in media

management.

Permanent training.

With a Comprehensive Work Process

Page 12: Credenciales final

Our tools and applications cover the whole process

HUMAN UNDERSTANDING

PLAN-PROOFING

FISCAL FORESIGHT

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Work teams

capable to fully

understand the

business of the

brand, and provide

solutions in both,

Off Line and Digital

Media.

Search and performance

marketing

Data and analytics

management

Branded Entertainment

Our Strategic Areas of Support Complete the Process

Liquid Thread is our Boutique of Contents

IMPLEMENTATION IDEAS INTELLIGENCE

Strategy of Contents

Architecture for brand

experience

Study and observation of

consumers

Opportunities Evaluation

Resources and projects

evolution

Brainstorming

Conceptualization and Ideas

Creative Design

Redaction

Frameworks

Ideas and technologic

facilities

Development of multiplatform

content

Production of digital

applications

Permanent Social Brand

Management

Coordination in set and edition

Agreements and Negotiations

Risks evaluation

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NEGOTIATIONS

Media Plan

Proposal

Remarks

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Confidentiality Procedures

Restricted access to Administrative softwares

based on permissions by role, user, and position.

Sign of a confidentiality agreement for all the staff working for H&M

Administration of key information:

Information about new products, marketing plans, launch of products, new projects, or competitive information will be treated with the highest standards of confidentiality by the team.

Information security.

Restricted access to computers only to users from the H&M team.

Work Process

Page 17: Credenciales final

Post Compra

Development and Planning of campaigns

H&M MediaVest

Annual Planning

Generation of Learnings

Objectives Definition

Brief Delivery

Approval and timing

coordination

Feedback H&M

General guidelines for

the brand | Target

analysis

Development of target

analysis (insight)

Strategy Development |

Media Plan Proposal

Campaign

Implementation

Verification and

evaluation of results

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Objectives

Definition

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The brand delivers strategy and objectives for the year or period of work

Business Objectives

Communication Objectives

Estimated budget for the year

Projects Definition

Brand priorities

Periods of activity

Definition of consumption segments.

October each year, in order to work the

general plans for the following year.

Page 20: Credenciales final

General guidelines by brand

Analysis of the Strategic Target of the Brand.

Competitive Landscape Analysis

Definition of Communication Target

Definition of Buying Target

Definition of TRP’s and Reach objectives

Exercises for Media Negotiation

Contracts analysis

Periods and Weeks of Activity by campaign

Media Strategic Definition

Development of the General Plan for the brand

Development campaign process: Delivery of Brief

Definition of the information needed to be

included in the Brief.

Definition of Specific Objectives

Business and Communication

Consumption segmentation

Periods of exhibition and budget

Responsible : Marketing Manager.

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Integrated Work Process

Objective: Coordinate and align business an communication perspectives with all the actors involved in the process.

Responsible : Marketing Manager

Participants in the meeting for the Delivery of the brief:

– Client

– Media Agency

– Creative Agency

– Others

Definition of timing and tasks for each participant.

Page 22: Credenciales final

Target Analysis

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Target Analysis

Sociodemographic Characterization Media Exposure

Reach / Affinity

Psychographic Profile

Opinions and attitudes

Recreational Activities

Insight Development

Responsible : MediaVest: Media Planner

Page 24: Credenciales final

Communicational Strategy

Multimedia Reach Set up

Media/channel selection for each specific

target

Definition of levels (Reach/Trp’s)

Media Proposal (Activation)

Rationale definition on how to reach the goals

defined by the client.

Responsible : MediaVest: Media Planner

Media Plan

Proposal

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Plan

Approval

Comments / modifications

Adjustments to proposed Media Mix

Integrated work with creative agencies

Alignment of media and creative

proposals

Responsible : Marketing Manager

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Final Plan

Delivery of the final plan, including feedback from the client and the creative

agencies.

Responsible : MediaVest, Media Planner

Client Final Approval

Responsible : Marketing Manager

Plan Implementation Sending of media orders

and materials

Responsible : MediaVest,

Media Assistant

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Post Buy; Follow up and Evaluation

Responsible : MediaVest, Media Planner

Verification / Daily Evaluation

– Weekly exhibition tracking

– New ads category report

Rescheduling of omissions

Monthly Post campaign evaluation

Generation of Campaign Learnings

– Once the campaign is finished

Page 28: Credenciales final

Administrative Process

Objective: Control H&M administrative process through:

Responsible : MediaVest, Media Assistant

Detail Timining

Ad spend report

Estimated (provision) 23rd day of the current month

Real 15th day of the following month

Management of Contracts

Consumption

Conciliation of Contracts

Consumption

Monthly, with the sending of the Real

Report

Sending of invoices

After previous control, to client. Working day after the reception

Page 29: Credenciales final

Operational Principles

All instructions must be written.

All requests must be approved by

H&M Marketing Manager.

All budget changes must be

informed and/or approved by the

client.

All changes to material to be

exhibited must be approved by the

client.

Creative agency must inform about

delays in the delivery of materials.

Creative agency must not send

material directly to media.

Page 30: Credenciales final