message before media - kevin tewis-allen

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Message Before Media



Introducing…..

Kevin Tewis-Allen (FCIM)

Global Director of Client Services @

Wonderful Creative Agency

So what is Kevin all about….?



In what year was this little chap created?

1993? 1996? 1999?

Your Turn….!



Q – How to re-position a UK insurance brand to increase female car insurance sales

In 1993 I provided the winning idea to re-position a major UK consumer brand to directly improve female car

insurance sales.



Global Consumer Sales, 1996 -2008

• I sold 20 million records across 170 artists • Won producer of the decade (Radio One) • 13 gold discs • Award winning DJ (London, Ibiza, Los Angeles, Ibiza, Finland) • Ran the south-east division of the UK’s largest night club group (44 live venues) • Owned a VIP HNW events business in Monaco (A-list celebs and royalty)



Kevin, 2008 - 2016

• 2008 – 2013 Head of the corporate division of a UK No.1 private university (Barclays, HSBC, AEG, 02, Universal, Deloitte, Linklaters, Samsung, Fujitsu, Innocent)

• 2010 – 2012 Ran Richard Branson's luxury Kensington nightclub (Roof Gardens)

• 2012 – Awarded a Fellowship from the CIM for outstanding marketing services

• 2013 – 2014 Ran a global AIM company (8 brands) UK, UAE, Australia & NZ (HMRC, RB, Virgin, Direct Line, Capita)

• 2014 - On-going, digital/social media advisor to 10 Downing Street

• 2015 – On-going, Am mentoring directors (Burberry/Britain’s next top model)

• 2015/16 Currently run a top digital agency (Clients – ITV, Cadbury’s, Hyundai, Air France/KLM, Toni & Guy, Slush Puppie, Dreamland, Park Plaza, SW Trains, Pizza Express)



So, I’ve become a bit of an expert on ‘messaging’



Message Before Media – Conclusion!

So the importance of getting your ‘message’ right is absolutely critical!

#newballs #boris



Your turn!… What are the typical types of messages that a business usually wants to say?



1. Who cares (the so what?) 2. Does it scare? (good or bad?) 3. Do nothing?

Examine the ‘audience’ danger zones exist?



1. Who cares 2015? Walmart “Fat Girl Costumes”

Let’s Examine – The audience danger zones?



2. Does it Scare? - Which 2015 “Look at me” Let’s Examine - When to avoid the danger zones?



3. Do Nothing? – Cameron – “Tax CAN BE Taxing!” Let’s Examine - When to avoid the danger zones?



1. Firstly is a “message” a picture, a logo, a symbol, a phrase or a narrative?

2. What does a “message” need to have to succeed?

Two Questions….and Your Turn!! ….



Remember a photo (as a message) speaks a thousand words!!!



• Credibility (Reliable, not “The Sun”) • Topical (WOM) • Reputational (John Lewis/The Times) • Trusted (Pioneers of Industry)

Why do SOME messages work REALLY well?



• Meaningful (Resonates) • Memorable (Sustainable) • Likeable (Share it 101)

Why do SOME messages work REALLY well?



• Credibility • Topical • Reputational • Trusted

Your Turn…..One best MESSAGE example …?



1. Inconsistency 2. Low Interest 3. Irrelevant to target

market

Why do messages before media, FAIL?



MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST ….Be relevant to target market and then plan your crisis comms very well!

Why messages before media FAIL?



“HELLO, It’s me! …FROM THE OTHER SIDE!!!”



WCA – How do we manage Messages?



Message Before Media 101!

Let’s look at a top 5 countdown of when messages go badly wrong!!



At 5, Birmingham’s Got Talent!

Much to the embarrassment of the local authority, the vowels are jumbled, now leaving the instruction 'Keep Claer' in large white letters on the road surface in Kingswinford, West Midlands.



At 4! US pop star Justin Bieber shares his new Chanel headwear but tweets a classic mis-spelling of “Channel”



At 3, US Rapper Kayne West (Twittier!)

In February 2016, Kanye told the Facebook founder and Google, Inc. co-founder Larry Page that if they really wanted to make a difference, to stop spending money building schools in Africa and donate to the rapper's bank account instead!

http://perezhilton.com/category/facebook/



Message – at 2, Virgin and British Airways



At No.1 – Vladimir Putin Press Shoot!

Vladimir Putin’s casting audition for Russia’s next top model!



Remember before spending...........

….. it’s YOUR

“Message In front of the Media”



Thank you, any questions?

message before media - kevin tewis-allen

Marketing