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STAYING AHEAD IN THE GAMESTAYING AHEAD IN THE GAME

LEO BURNETTS STRATEGY FOR THE SAMSUNG BUSINESS - 2012

12.01.2012

LEO BURNETTS STRATEGY FOR THE SAMSUNG BUSINESS - 2012

12.01.2012

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POINTS TO PONDERPOINTS TO PONDER

Who is the TG

Current dynamics

Where do we fall short

Whats the plan now

Who is the TG

Current dynamics

Where do we fall short

Whats the plan now

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WHO IS THE TGWHO IS THE TG

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WHO IS THE TGWHO IS THE TG

Primary TG: Marcom Team

Always second guess (on what the senior management would be thinking of)

Operate without a periodical plan (get adhoc and random product launch briefs from

the product team mostly with a weeks deadline)

Always in a hurry (Will call with a model name in the afternoon and ask for the poster

artwork by evening)

More often than not chose between two agencies in anticipation of a quicker

delivery

Shuttle between the agency and the product team for quick approvals and

rushed delivery of artworks/material

Primary TG: Marcom Team

Always second guess (on what the senior management would be thinking of)

Operate without a periodical plan (get adhoc and random product launch briefs from

the product team mostly with a weeks deadline)

Always in a hurry (Will call with a model name in the afternoon and ask for the poster

artwork by evening)

More often than not chose between two agencies in anticipation of a quicker

delivery

Shuttle between the agency and the product team for quick approvals and

rushed delivery of artworks/material

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WHO IS THE TGWHO IS THE TG

Secondary TG:

Product Team

Work under rushed timelines for product launch

Have the first say on the budget and mostly decide on the scale of

product launch, often resulting in POS campaigns irrespective of the

requirement.

Key decision maker on all creatives with zero interaction with the agency

(No clarity if this functions in a similar manner for Cheil).

Top Management

LBs perception is as shaped by Marcom teams

Secondary TG:

Product Team

Work under rushed timelines for product launch

Have the first say on the budget and mostly decide on the scale of

product launch, often resulting in POS campaigns irrespective of the

requirement.

Key decision maker on all creatives with zero interaction with the agency

(No clarity if this functions in a similar manner for Cheil).

Top Management

LBs perception is as shaped by Marcom teams

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CURRENT DYNAMICSCURRENT DYNAMICS

WELCOME TO

SAMSUNG

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WHAT ARE THE REQUIREMENTS AT SAMSUNGS ENDWHAT ARE THE REQUIREMENTS AT SAMSUNGS END

Fast turn-around-times with revisions

Expectation from the Agency to plan the jobs and help with

timely delivery

Seamless delivery - Adhering to the guidelines

Fast turn-around-times with revisions

Expectation from the Agency to plan the jobs and help with

timely delivery

Seamless delivery - Adhering to the guidelines

Fast Faster FastestFast Faster Fastest

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CHEIL INDIA HAS UPPED THEIR GAMECHEIL INDIA HAS UPPED THEIR GAME

Cheil Worldwide is doing a good job of getting back into the game

with Samsung

Dedicated senior creative resource only on HHP

Showcasing proactive efforts with comprehensive strategy and

execution and hence

More visible, accessible and providing quick turnarounds

Cheil Worldwide is doing a good job of getting back into the game

with Samsung

Dedicated senior creative resource only on HHP

Showcasing proactive efforts with comprehensive strategy and

execution and hence

More visible, accessible and providing quick turnarounds

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WHERE DO WE FALL SHORTWHERE DO WE FALL SHORT

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INTERNAL CHALLENEGESINTERNAL CHALLENEGES

Target to adhere to the set processes

Delivering in ultra-short timelines

More integrated support from Finance department - Advances,

vendor payments, updation on collection client

Better utilization of creative resources shorter TAT

Target to adhere to the set processes

Delivering in ultra-short timelines

More integrated support from Finance department - Advances,

vendor payments, updation on collection client

Better utilization of creative resources shorter TAT

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WHATS THE PLAN NOW?WHATS THE PLAN NOW?

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OUR PRESENCE + RELATIONSHIPOUR PRESENCE + RELATIONSHIP

Finding opportunities for OTS - And hence build relationship,

bond with Product, MI, brand teams

Research exercise like Link tests carried by Research team LB Planning & Account Management

Joint briefing sessions with Product and Marcomm LBAM, Planning and Creative Team

Joint creative presentation with Product & Marketing Team LBAM, Planning and Creative Team

Initiating dialogues with Product team will be the key here, as it

will help in understanding of product line-ups and requirements

directly from the horses mouth.

Finding opportunities for OTS - And hence build relationship,

bond with Product, MI, brand teams

Research exercise like Link tests carried by Research team LB Planning & Account Management

Joint briefing sessions with Product and Marcomm LBAM, Planning and Creative Team

Joint creative presentation with Product & Marketing Team LBAM, Planning and Creative Team

Initiating dialogues with Product team will be the key here, as it

will help in understanding of product line-ups and requirements

directly from the horses mouth.

Out of sight out of mind!Out of sight out of mind!

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BRAND CUSTODIANS WITH A POINT-OF-VIEWBRAND CUSTODIANS WITH A POINT-OF-VIEW

Leo Burnett has always been know as an agency with a Point

of view. Every piece of work going out from the agency must

have a written background/agenda/thought to it.

Its important to show that theres reason behind what weve

done of course not for revisions

Leo Burnett has always been know as an agency with a Point

of view. Every piece of work going out from the agency must

have a written background/agenda/thought to it.

Its important to show that theres reason behind what weve

done of course not for revisions

POV is what separates LB from Cheil

as the brand custodians of Samsung

POV is what separates LB from Cheil

as the brand custodians of Samsung

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VALUE ADDERSVALUE ADDERS

Apple way of doing thingsApple way of doing things

Leo is not just a team of advertisers but we are thought leaders and

category champions, bringing quick and informed solution for any big or

small problem. Provide an exclusive solution and not just fulfill a regular

requirement.

Account Management team should actively involve planning andproduction team for every big and small job.

Leos initiatives

Monthly Newsletter

Retail experience

Competition analysis

Samsung global work review

Case studies on consumer engagement

Mystery shopper

Leo is not just a team of advertisers but we are thought leaders and

category champions, bringing quick and informed solution for any big or

small problem. Provide an exclusive solution and not just fulfill a regular

requirement.

Account Management team should actively involve planning andproduction team for every big and small job.

Leos initiatives

Monthly Newsletter

Retail experience

Competition analysis

Samsung global work review

Case studies on consumer engagement

Mystery shopper

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MARKET AND BUSINESS INTELLIGENCEMARKET AND BUSINESS INTELLIGENCE

Outside Samsung

Being informed and updated on the category trends and market

dynamics

Apple retail experience

Category competition scan

Coverage of worlds largest electronic show CES

Use the knowledge base in discussion, briefs and presentations with

Samsung.

Inside Samsung

Annual / quarterly plan

Actively engaging with respective teams to pull out information oncampaign results, link test, sales etc

Be on a look out for new opportunities

Outside Samsung

Being informed and updated on the category trends and market

dynamics

Apple retail experience

Category competition scan

Coverage of worlds largest electronic show CES

Use the knowledge base in discussion, briefs and presentations with

Samsung.

Inside Samsung

Annual / quarterly plan

Actively engaging with respective teams to pull out information oncampaign results, link test, sales etc

Be on a look out for new opportunities

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Speed but not at the cost of accuracySpeed but not at the cost of accuracy

SHORTER TURN-AROUND-TIMESHORTER TURN-AROUND-TIME

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THE STRIKERS

AGGRESSIVE

TENACIOUS

FORESIGHTED

THE STRIKERS

AGGRESSIVE

TENACIOUS

FORESIGHTED

What do we want to be perceived asWhat do we want to be perceived as

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THANK YOUTHANK YOU

However beautiful the strategy, you should occasionally look

at the results ~~ Winston Churchill