International International Plekhanov ConferencePlekhanov Conference

Research of Successful Communications Research of Successful Communications Planning; Team RestructuringPlanning; Team Restructuring

Successful Communications Successful Communications

Saying the right things to the right people in the right place at the right time;

So far, so simple…

The Communication ChallengeThe Communication Challenge

Increasing media supply and dramatic changes in the use of technology;

The game has changed; On one hand it gets tougher and more

expensive to reach audiences, on the other hand – there is much more scope for imagination

How to meet the ChallengeHow to meet the Challenge

Different teams; Different ways of working; Different ways of researching

Thus, working process has to embrace

multidisciplinary teams in the generation and

execution of ideas

Who should be in a teamWho should be in a team

All those who have an influence on how a brand is experienced in any medium

E.g.: Media Planner, Media Buyer, Research, Creative Agency, Customer Services, Event Managers, PR Managers…

Collaborative ProcessCollaborative ProcessThe team will meet at the key points in theplanning cycle:

The planning cycle:1. The brand challenge;2. The key consumer insight;3. The organizing idea;4. How this idea will be executed into different

channels;5. How the team and campaign will be evaluated

The importance of collaborationThe importance of collaboration

Combination of science of media and art of media;

The balance has to be just right; How? If you get the right people together

Nothing beats teamwork between people withdifferent skills and enjoyment of the wholemessy reality of how campaigns are born!

Thus, we haveThus, we have

A team; An agreement to collaborate; And a road map of the key stages in the

planning cycle

Now agree “a collaborative contract for teambehaviour” before getting started

Tool – bind a team together with Tool – bind a team together with a short clear “team contract” a short clear “team contract” Write down roles and responsibilities; Who will lead each part of the process and who

will be consulted; Explicitly recognize each individuals expertise; Define what is good and bad team behaviour; Return to this team contract at the end and

evaluate each other

Do not divide up budgets before you have Do not divide up budgets before you have decided what to do… here’s the old waydecided what to do… here’s the old way

Set and divide budget

PR

Ad strategy and brief

DM ideas

DM targeting strategy

Ad Idea

Digital Media

Advertising

Evaluation

Track Separately

CAMPAIGN

PR Ideas

Media Plans

Here is a collaborative processHere is a collaborative process

Team reviews Brand

Optimization of agreed media mix

Evaluation including Modeling Tracking

SalesReturn on Investment

CAMPAIGN

Development of media

neutral big idea

Lay down of final media

plan

Development of media specific creative

Media Buying

Pre-testing of campaign mix

Planning Cycle:Planning Cycle:

ChallengeChallenge

EvaluateEvaluate

ExecuteExecute IdeaIdea

InsightInsight

1. The brand challenge;2. The key consumerinsight;3. The organizing idea;4. How this idea will be executed into differentchannels;5. How the team andcampaign will beevaluated

The Brand ChallengeThe Brand Challenge

Focuses the whole team on what a brand has to achieve and their role in achieving it;

What are the barriers that brand has to overcome?

Research activation into “insights” – conclusions, truths and observations that help to make decisions

The Brand ChallengeThe Brand Challenge

We look at the brand from different angels: Marketing tasks; Consumer experiences; Competitor strategy; Brand values;

We analyze the research; We capture and agree the Challenge; What are the measures of success?

ConsumersConsumers

Consumers are not targets to be hit; Start with the consumer, not the media; Keep asking “How do my consumers choose

and buy?”; Walk a mile in their shoes: how do they

experience the category and the media?; Figure out not just who the consumer is, but

where, when and how to connect with the consumer

Consumer insights illuminate WHY consumers behave as they do rather than simply WHAT;

They isolate the fundamental motivations; Insights are useful since they help to

generate ideas and solutions to the brand challenge

Consumer InsightConsumer Insight

Keep asking WHY before you get Keep asking WHY before you get to the insightto the insightCase: “Axe and Young Men”:Behaviour – Young men (teens) wear Axe spray on their bodies beforethey go out for the evening.

Why – so they won’t smell if they get sweaty;Why sweaty – it’s hot in pubs and clubs if you are dancing or you arenervous;Why nervous – because the mating game can be both exiting andnerve wrackingWhy – insecurity, fear of failure and rejection…Why – because boys talk big, but few are really good at it

Insight: Need for the self confidence and being successful with women is “thehigh moment” that makes it all worthwhile

Why organizing ideas?Why organizing ideas?

Multimedia activities need to have a “creative glue” to hold them together;

Communications campaigns are made by multidisciplinary teams, which need a focus;

Communication activities, which are linked together by an idea are better “associated” in the minds of consumers

Types of organizing ideasTypes of organizing ideas Brand philosophy ideas;

Orange: “The future is bright, the future is orange!”

Brand identity ideas; O2: Visual look, tone and feel

Campaign theme ideas; Toyota – the pride idea

Brand and advertising symbols Trigger for recognition in any

medium

Execution into relevant Execution into relevant channelschannels We need to use media and channels in a

way that is:Efficient;Effective;Different from competition;Brings our Ideas alive

Why designing of evaluation up Why designing of evaluation up front matters?front matters?

Transparent evaluation criteria provides focus to multidisciplinary teams;

What gets measured – gets done!

The best results come fromThe best results come from Working in collaboration; Working in a cycle of

continuous learning and improvement;

Clear definition of a brand challenge;

Identifying key consumer motivations;

Generating an organizing idea;

Executing the idea into relevant channels;

Evaluation

ChallengChallengee

EvaluateEvaluate

ExecuteExecute IdeaIdea

InsightInsight