credenciales final
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credenciales finalTRANSCRIPT
Agenda Credentials Work Process Strategy and Media
Plan Team for H&M
SMG is part of a big family
PUBLICIS
GROUPE
VIVAKI
DIGITAS RAZORFI
SH SMG ZOG
LEO
BURNETT
SAATCHI
&
SAATCHI
PUBLICIS
STARCOM MEDIAVEST
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
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
Some of our clients in Chile
Planning of
Media
Purchase of static
ads
Planning of
Experiences
Design of dynamic interactions
We have evolved
to from
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.
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
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
Our tools and applications cover the whole process
HUMAN UNDERSTANDING
PLAN-PROOFING
FISCAL FORESIGHT
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
NEGOTIATIONS
Media Plan
Proposal
Remarks
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
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
Objectives
Definition
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.
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.
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.
Target Analysis
Target Analysis
Sociodemographic Characterization Media Exposure
Reach / Affinity
Psychographic Profile
Opinions and attitudes
Recreational Activities
Insight Development
Responsible : MediaVest: Media Planner
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
Plan
Approval
Comments / modifications
Adjustments to proposed Media Mix
Integrated work with creative agencies
Alignment of media and creative
proposals
Responsible : Marketing Manager
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
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
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
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.