1 may 25, 2006 a new level of partnership response to key issues and action plan

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May 25, 2006

A New Level of PartnershipA New Level of Partnership

Response to Key IssuesResponse to Key Issues

andand

Action PlanAction Plan

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GoalGoal

To give TMS a best in class communications model that:To give TMS a best in class communications model that:

• Delivers superior innovation, brand impact, Delivers superior innovation, brand impact, collaboration, and efficienciescollaboration, and efficiencies

• Focuses on speed and learningFocuses on speed and learning• Makes Media a source of creativity and innovation – Makes Media a source of creativity and innovation –

not just content distributionnot just content distribution• Replaces silos with cross-agency collaborationReplaces silos with cross-agency collaboration• Replaces redundancies with knowledge sharingReplaces redundancies with knowledge sharing

• One Team, One Dream!One Team, One Dream!

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Questions You RaisedQuestions You Raised• Zenith AORZenith AOR

– What are the expected benefits? How will this work? What are the expected benefits? How will this work? What is the financial structure?What is the financial structure?

• Zenith ResearchZenith Research– Better/optimal use of resources.Better/optimal use of resources.

• Media Partnership and IdeasMedia Partnership and Ideas– How can we develop better alliances and innovations How can we develop better alliances and innovations

from the major media partners?from the major media partners?• Integrating with Key PartnersIntegrating with Key Partners

– How can we better integrate strategies and messages How can we better integrate strategies and messages across TMS’ key marketing partners across TMS’ key marketing partners

• Contextual Planning (and Contact Planning)Contextual Planning (and Contact Planning)– What is it? How will it work?What is it? How will it work?

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Zenith AORZenith AOR

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Zenith AORZenith AOR

• At this time, Saatchi, Team One & Zenith do not At this time, Saatchi, Team One & Zenith do not recommend developing an AOR for Print and recommend developing an AOR for Print and Digital/Interactive. Digital/Interactive.

• Maintaining planning & buying within “creative Maintaining planning & buying within “creative agencies” provides great opportunities for media agencies” provides great opportunities for media partnership success partnership success

• Relationships – familiarity tends to yield successRelationships – familiarity tends to yield success• Ideas and opportunities – “first looks” and innovationIdeas and opportunities – “first looks” and innovation• Negotiation - increased value and real savingsNegotiation - increased value and real savings• Stewardship – increased impact, accountability – and Stewardship – increased impact, accountability – and

optimizationoptimization

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Zenith Research (SRG)Zenith Research (SRG)Strategic Research GroupStrategic Research Group

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Zenith Research – (SRG)Zenith Research – (SRG)

• Provide marketplace insights and analytics to aid in the Provide marketplace insights and analytics to aid in the development of consumer insights, direct consumer development of consumer insights, direct consumer communications planning and steward implementationcommunications planning and steward implementation– Maintain pulse on marketplace trends and conditionsMaintain pulse on marketplace trends and conditions– Research insights yield better and more relevant planning for Research insights yield better and more relevant planning for

Toyota Toyota – Optimal integration and coordination with SSLA – and seamless Optimal integration and coordination with SSLA – and seamless

immersion into functional SSLA teamsimmersion into functional SSLA teams

• Staffing recommendation (per SSLA/T1)Staffing recommendation (per SSLA/T1)– 25% SVP, Strategic Insights (Tom Love - SF based)25% SVP, Strategic Insights (Tom Love - SF based)– 100% Research Supervisor (TBD)100% Research Supervisor (TBD)

– 100% Research Analyst (TBD)100% Research Analyst (TBD)– Client cost = $505.5M/annuallyClient cost = $505.5M/annually

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Job DescriptionJob Description SRG Research Supervisor SRG Research Supervisor

Responsibilities: Responsibilities: • Provide research support to Toyota or Lexus media planners and clients in the Provide research support to Toyota or Lexus media planners and clients in the

evaluation of media, marketing, and population trends. Specific duties include:evaluation of media, marketing, and population trends. Specific duties include:• Competitive analysisCompetitive analysis• Inter-media and inter-daypart audience comparisonsInter-media and inter-daypart audience comparisons• Estimation of ratings and audience composition for new and established Estimation of ratings and audience composition for new and established

television programstelevision programs• Evaluating new media-centric toolsEvaluating new media-centric tools• Supervising the prediction and analysis of custom research projectsSupervising the prediction and analysis of custom research projects• Periodic written analyses on trends media for distribution to employees and Periodic written analyses on trends media for distribution to employees and

clientsclients• Manage day-to-day requests and supervise junior staffManage day-to-day requests and supervise junior staff• Maintaining databases based on clients’ needsMaintaining databases based on clients’ needsRequirements:Requirements:• 4+ years relevant experience (agency, buying service, TV station or network, 4+ years relevant experience (agency, buying service, TV station or network,

rep firm)rep firm)• Proficient with Nielsen, CMR, and IMS data systemsProficient with Nielsen, CMR, and IMS data systems• Proficient with Microsoft Word, Excel, and PowerPointProficient with Microsoft Word, Excel, and PowerPoint• Strong analytical, written, and communication skillsStrong analytical, written, and communication skills

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Job DescriptionJob Description SRG Research Analyst SRG Research Analyst

Responsibilities: Responsibilities: • Using CMR data to track brand spending across various advertising vehiclesUsing CMR data to track brand spending across various advertising vehicles• Coding and cross-tabulating media usage, demographic, retail and product usage data Coding and cross-tabulating media usage, demographic, retail and product usage data

from MRI, Scarborough, JD Power, and other media and marketing databasesfrom MRI, Scarborough, JD Power, and other media and marketing databases• Creating and analyzing Nielsen ratings and demographic reportsCreating and analyzing Nielsen ratings and demographic reports• Producing daily and weekly media “news of the day”Producing daily and weekly media “news of the day”• Establishing relationships with other ZenithOptimedia offices, worldwide, for the Establishing relationships with other ZenithOptimedia offices, worldwide, for the

purpose of sharing information and resourcespurpose of sharing information and resources• Assisting senior research staff in preparing documents for clients and agency staffAssisting senior research staff in preparing documents for clients and agency staff• Coordination of other research-related functions, specifically: developing PowerPoint Coordination of other research-related functions, specifically: developing PowerPoint

presentations, scheduling and preparing documents for meetings with clients, meeting presentations, scheduling and preparing documents for meetings with clients, meeting with research suppliers and research executives from television, radio, magazines and with research suppliers and research executives from television, radio, magazines and Internet companiesInternet companies

Requirements:Requirements:• BA degree; 2+ years relevant experience (agency, buying service, local station or BA degree; 2+ years relevant experience (agency, buying service, local station or

network, rep firm)network, rep firm)• Proficiency with Nielsen, CMR and IMS data systems. Proficiency with Nielsen, CMR and IMS data systems. • Excellent written and verbal communication, interpersonal, organizational, and Excellent written and verbal communication, interpersonal, organizational, and

quantitative skillsquantitative skills• Must be self-starter, detail-oriented, with ability to effectively prioritize multiple Must be self-starter, detail-oriented, with ability to effectively prioritize multiple

projects, and thrive in fast-paced environmentprojects, and thrive in fast-paced environment• Proficiency in MSWord, Excel, and PowerPoint Proficiency in MSWord, Excel, and PowerPoint

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Media Partnerships and IdeasMedia Partnerships and Ideas

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Media Partnerships and IdeasMedia Partnerships and Ideas

• GoalGoal– Develop high-level relationships with key media and Develop high-level relationships with key media and

content partners to ensure Toyota gets “the first look” content partners to ensure Toyota gets “the first look” at high profile media opportunities and innovationsat high profile media opportunities and innovations

• RecommendationRecommendation– Evolve role of Strategic Communications Director to – Evolve role of Strategic Communications Director to –

Executive Communications Director (counterpart to Executive Communications Director (counterpart to Executive Creative Director). Executive Creative Director).

– Responsibilities focused on strategic relationship Responsibilities focused on strategic relationship buildingbuilding

• Less day-to-day media oversightLess day-to-day media oversight• More external networking and ideationMore external networking and ideation• An idea connector and “deal” brokerAn idea connector and “deal” broker• Share ideas cross-agency partners Share ideas cross-agency partners

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Integrating with Key PartnersIntegrating with Key Partners

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• GoalGoal– Optimize investment by integrating strategies Optimize investment by integrating strategies

and messages across Toyota’s portfolio of and messages across Toyota’s portfolio of marketing partners (Diversity, BrandArc, Rapp marketing partners (Diversity, BrandArc, Rapp Collins, TDA’s and Agencies, PR, etc)Collins, TDA’s and Agencies, PR, etc)

• RecommendationRecommendation– Two options provide for Toyota review and Two options provide for Toyota review and

approval. Team will support C2 discipline – approval. Team will support C2 discipline – Media Planning, Digital and BIGMedia Planning, Digital and BIG

• Add-to-staffAdd-to-staff• Absorb within staffAbsorb within staff

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• Add-to-staff – (Recommended option)Add-to-staff – (Recommended option)– Communications Integration Manager would be Communications Integration Manager would be

established at SSLA (along with Supervisor and established at SSLA (along with Supervisor and Planner)Planner)

• Transmit/flow all relevant information to the appropriate Transmit/flow all relevant information to the appropriate agency partners (from concept through execution) to ensure agency partners (from concept through execution) to ensure maximum integration opportunities. maximum integration opportunities.

• Manager would be available for discussions, follow-up, Manager would be available for discussions, follow-up, explanation, etc…. explanation, etc….

• Responsibilities could also include representation/attendance Responsibilities could also include representation/attendance at MarComm-related/initiated meetings (e.g. Diversity), at MarComm-related/initiated meetings (e.g. Diversity), partner-initiated discussions/meetings (e.g. RappCollins partner-initiated discussions/meetings (e.g. RappCollins customized print with direct database).customized print with direct database).

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• Absorb within existing work. Absorb within existing work. – The function would be limited to SSLA sharing The function would be limited to SSLA sharing

finished/approved work finished/approved work

– Would require Toyota MarComm to be responsible Would require Toyota MarComm to be responsible for sharing information with partners - without SSLA for sharing information with partners - without SSLA participation/material development required. participation/material development required.

– The current staff limitations do not make it possible The current staff limitations do not make it possible to provide on-going, insightful communication to all to provide on-going, insightful communication to all other partners.other partners.

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Contextual PlanningContextual Planning

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• GoalGoal– Inspire bigger, more contextually relevant Inspire bigger, more contextually relevant

brand ideas through better integration of brand ideas through better integration of creative content and contact pointscreative content and contact points

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Strategic Planning

Media Planning

DISCIPLINEDISCIPLINE FUNCTIONFUNCTION

Generating

Contextual Insights

Applying

Contextual Relevance

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• A working definitionA working definition– The practice of determining how and why

consumers interact with various forms of media, how new technologies can provide greater opportunities for engagement, how real and virtual world space can be transformed into media opportunities and how all touch-points can and should be connected to add up to a single statement about a brand

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Context PlannersContext Planners• Position Responsibilities Position Responsibilities • Collaborate with creative, media & strategic planning disciplinesCollaborate with creative, media & strategic planning disciplines• Inspire contextually relevant creative contentInspire contextually relevant creative content• Push for non-traditional uses of traditional media Push for non-traditional uses of traditional media • Help to shape unique creative content through new and different applications Help to shape unique creative content through new and different applications

of contact pointsof contact points • Talent ProfileTalent Profile • Multidisciplinary approach to the workMultidisciplinary approach to the work• Background in media or a creative marketing fieldBackground in media or a creative marketing field• Creative sensibility and passionate personal investment in the workCreative sensibility and passionate personal investment in the work• Ability to connect the dots – make connections between disparate but related Ability to connect the dots – make connections between disparate but related

pieces of information to draw insights that inspires bigger ideaspieces of information to draw insights that inspires bigger ideas• Demonstrates strong sense of confidence, able to hold their own in meetings Demonstrates strong sense of confidence, able to hold their own in meetings

with senior players from all disciplines in the agencywith senior players from all disciplines in the agency• Simultaneously highly collaborative and independent – can be a team of 1 and Simultaneously highly collaborative and independent – can be a team of 1 and

team of everyone at the same timeteam of everyone at the same time• Externally connected - with the industry, trends, pop cultureExternally connected - with the industry, trends, pop culture• Has strong POV and at the same time is open and willing to explore other Has strong POV and at the same time is open and willing to explore other

POV’sPOV’s• Asks – why, what if, why not…Asks – why, what if, why not…• Embraces our spirit & demonstrates our characterEmbraces our spirit & demonstrates our character

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Works best without a net

Recognizes trends and opportunities before

others

Doesn’t see how things are, but what they can

becomeWants to make a mark

on the world

Finds ways to get things done

Diplomatic and socially resourceful

Context PlannersContext Planners

Tests, learns, optimizes

Challenges convention

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How Will We Change?How Will We Change?

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LeadershipCollaboration

Strategic Ideation

Implementation

Daily MgmtReporting

POVs

Media PlanningIntegration

Contact Ideation

Director+level

Manager’s Supervisor’s

Media Planners Assistant MP’s

How Will We Change?How Will We Change?

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Our Collective ReinventionOur Collective Reinvention

• TodayToday– SilosSilos– FragmentationFragmentation– Ideas borne in the “creative” departmentIdeas borne in the “creative” department– Isolated successIsolated success

• TomorrowTomorrow– True collaboration and integrationTrue collaboration and integration– Singular, focused, powerful ideasSingular, focused, powerful ideas– Ideas germinated from “anywhere”Ideas germinated from “anywhere”– Consistent successConsistent success

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ADDITIONAL TOUCHPOINTS

• Event/Promotions• Sponsorships/ Alliances• Product Placement• Digital/Interactive• Direct CRM• Multi-Cultural• Retail• Collateral• Public Relations• Etc

CURRENT PROCESSCURRENT PROCESS

Communications Strategy

CreativeBrief

INTEGRATEDG-T-M-P

Copywriter

MediaPlan

Art Director

CreativeCampaign

MediaObjectives/Strategy

Media Planner Media Buyer

AccountPlanning

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INTEGRATED G-T-M-P

ENGAGEMENT / IDEAS BRIEF

What do we say?How do we say it?

WHERE DO WE SAY IT?

CONTENT CONTACT

TOUCHPOINTS• Traditional Media• Events/Promotions• Sponsorships/

Alliances• Product Placement• Digital/Interactive• Direct CRM• Multi-cultural• Retail• Collateral• Public Relations• Etc

Art Director +Copywriter +

CONTEXTPLANNER

Contact Analytic

s (Zenith)

STRATEGIC PLANNINGStrategic Planning: Brand and Context Insights, Analytics

REINVENTIONREINVENTION

Communications Strategy

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Key Milestones and Next StepsKey Milestones and Next Steps

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Key Milestones and Next StepsKey Milestones and Next Steps

• Zenith AORZenith AOR CompletedCompleted– Recommendation not to proceedRecommendation not to proceed

• Zenith ResearchZenith Research– ZOOM Tools and OtherZOOM Tools and Other In process/ongoingIn process/ongoing– TouchpointsTouchpoints TBD, review with TMSTBD, review with TMS– Integration in SSLAIntegration in SSLA 60 days w/TMS OK60 days w/TMS OK

• Media Partnerships & IdeasMedia Partnerships & Ideas In processIn process– Needs client staffing OK to realize full potentialNeeds client staffing OK to realize full potential

• Integration with PartnersIntegration with Partners 30+ days w/TMS OK30+ days w/TMS OK

• Contextual PlanningContextual Planning In processIn process– Needs client staffing OK to realize full potentialNeeds client staffing OK to realize full potential

• TMS3TMS3 July 2006July 2006

1 may 25, 2006 a new level of partnership response to key issues and action plan

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