procesos
DESCRIPTION
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NEGOTIATIONS
Media Plan
Proposal
Team Maintenance
Remarks
MediaVest - Team
Definition, alongside H&M , of the general strategic guidelines, guaranteeing their
correct application.
Control over the achievement of objectives and deadlines established in the agreement
with H&V.
Responsible for the work of the team (Professional pro files, staff turnover, roles
definition, tasks and trainings)
Identification of learnings and opportunities for H&M business.
Guide of the focus of negotiations and development of strategies.
Foster and facilitate the right communication between H&M, MediaVest and the
creative agency(ies)
Definition of the strategic focus for the integration of Research to the
planning process.
Proposal of development of special projects according to opportunity
areas for H&M.
Guarantee for the quality of the final product delivered to H&M. Dir
ecti
on
Incorporate the strategic guidelines to the
planning.
Develop strategic plans.
Execute a correct target analysis and
consumer insight.
Provide support during media
negotiations.
Responsible for budget control.
Planner Incorporate the learnings of the special projects developed to the planning.
Develop market and competitive analysis.
Generate added value, look for alternative options to brand activations, how to maximize the media contracts (Media Expert: TV, Radio, and Magazines) .
Administrative control of the contracts.
Media Assistant Delivery of media orders and materials.
Control of the campaign exhibition.
Management of the contracts consumption.
Monitoring the competitive activity.
Guarantee the correct flow of information and reports to the client.
Research
Supervisor
Guarantee the correct functioning of applications
and proprietary and syndicated tools.
Incorporate the media Research perspective into the
conclusion of learnings for feedback.
Provide support to the target analysis and definition of
consumer insight.
Support the definition and development of special
projects for H&M
Systematization of Best Practices and successful
case studies.
Work Process
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.
Post Compra
Development and Planning of campaigns
Work Process
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
Dev
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Del
iver
y o
f B
rief
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
•Timing : -60 days
•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
Media Plan
Proposal
• 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
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.
Timing : - 20 days
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
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.