campaign plan book full agency report crispin porter + bogusky … · 2018-09-07 · history...

CP+B Crispin Porter + Bogusky

• Alvarez, J. Marshall, M. • Mosha, J. Walker Jr., Reginald G.

• Young, B.

Cam

paig

n Pl

an B

ook Full Agency Report

History

Founded in Miami, Florida in 1988, Crispin Porter + Bogusky is a full-service, fully-integrated advertising agency. During our over 22 years in business, we’ve grown across the country and across the pond. They operate as one global agency with five locations: London, UK; Sweden; Miami, FL; Boulder, CO; and Santa Monica, CA. CP&B specialize in making brands famous, turning brands around, and generating outrageous business results for our clients. Our focus is on solving business challenges first, not making ads, and we have a media-neutral creative approach with a particular strength in interactive.

Strengths

– Affordable prices

– Strong brand recognition

– High client and customer satisfaction

– Time Management (many clients to satisfy)

– Relatively young company

Weaknesses

Opportunities

– Adding more clients

– Constructing more locations both domestically and internationally

– Become partners with technology and content providers

– Competition

– Growing Designs

– Continuing to maximize campaign for clients

– Recession

– Technology

– Only five working locations

Threats

Future & Strategies

• The CP+B want to provide the ultimate media planning and buying, research, and creative services plus production for print and broadcast. To continue to serve customers in the United States and internationally and eliminating all competitors.

Target Market / Target Audience

• Adult males and females aged between 18-34

• Young, upwardly mobile global middle class who are looking for low-priced but attractively designed furniture and household items

• Located in urban/ metropolitan and university areas

• First-time buyers

• Hospitality businesses e.g. hotels

BURGER KING IKEA

AXE BIC (pencils) COCA-COLA ZERO

Young consumers

Students

Males aged between 18-24

Image conscious men

Socially connected and tech savvy males, aged 18-24

Mainstream males and females, aged 18-39

Young males

Individuals who are health conscious

Brand Position

• #2 brand: McDonalds as their competition

• Securing the position of “choice of teens and young men”.

• Meeting customer’s expectations

• Connecting the customer to the product

• Shopping at IKEA is an experience

BURGER KING IKEA Central theme

of most ads: Guy is confident, and the girl always makes the first move.

Regular guys placed in ads to make brand approachable

Brand labels: cool, fashionable, stylish

AXE BIC (pencils) COCA-COLA ZERO

Affordable and disposable products

“Think globally, operate locally”

For today’s young adults who strive to boldly redefine the status quo, Coca-Cola Zero’s real Coca-Cola taste proves what’s possible.

Competition

Our Clients Their “Competitors”

Media Planning and Buying

How do we plan to advertise? • Television

• Magazines

• Radio

• Newspapers

• Internet and Social Media

• Smartphones

How much to spend? • Television: $12,000,000

• Magazines: $750,000

• Radio: $1,500,000

• Newspapers: $450,000

• Internet and Social Media: $275,000

• Smartphones: $250,000

Total Budget: $15,225,000

Advertising Concentration • IKEA: Mostly during the Spring

• Burger King: High advertising during major sporting events (ex. Super Bowl)

• BIC: Mainly End of July/ Early August (Back to School season)

• Axe and Coke Zero: Year round high advertising

Message Strategy

Slogans • Burger King: “Have it your way”

• IKEA: “Affordable solutions for better living”

• Axe: “The Axe Effect”

• BIC: “Writes first time, every time”

• Coke Zero: “Real taste. Zero Sugar ”

Campaign Strategy • Create effective print ads

• Develop new Partnerships

• Increase target market

• Increase revenue of sells

Media Strategy • Reach target market

• Effectively reach target market without insulting potential buyers/consumers

Media Selection • Radio

• Internet

• Magazine

• Newspaper

• Print Ads

• Television

• Commercial Catalogs

CP+B ADVERTISING AND DESIGN AGENCY

TV & PRINT ADS

Narrator is speaking throughout the entirety of the commercial…

“Do you want EXCITING THINGS?!?” “David Beckham seems to want

excitement…” “So does Mary J. Blige…

and Sofia Vergana want these EXCITING THINGS!”

“Even your children’s favorite fry mascot wants to join the EXCITING party!”

“Burger King: Where EXCITING THINGS are happening!”

Had a LONG, STRESSFUL day… Why won’t you just…

HAVE IT YOUR WAY! Courtesy of YOUR Burger King

Your day doesn’t have to end stressful!

Kid Speaks: “Mom, it’s time for us to finish the couch!”

Kid still speaking: (yells) “MOM!!!” (kid begins to finish couch that they start on last night) [music starts playing in the background]

(Kid continues to finish the couch by himself) [music continues to play in the background]

(Mom finally comes to the living room and begins to assist her child) (The kid hides from his mom since he did attempt to finish without her) [music continues in background]

(Kid pops up his head and smiles at mother as she leaves the room) [music continues]

(The commercial fast forwards to night when the couch is completed) (The little boy is utilizing the couch as a tent) Narrator speaks: “IKEA’s products are so easy to assemble that little children can do it!”

IKEA is a worldwide furniture retailer that is known globally. Investment in this product will last a lifetime. Warranties are everlasting. Have you gotten your IKEA product for the year?

Son introduces supposedly new girlfriend to parents (who are very elated for this introduction)…(no music in background)

Mom proceeds to close the door but son stops her…(no music in background)

Son proceeds to introduce another girl…(no music in background)

and more girls…

Narrator: Use AXE in moderation…(knocking sound in background)

Crispin Porter + Bogusky Purpose

“Work is a bad word to explain what we do. If what you are doing seems like work, you’re either in the wrong industry or you’re not doing it right.”

CP+B Crispin Porter + Bogusky

• Alvarez, J. Marshall, M. • Mosha, J. Walker Jr., Reginald G.

• Young, B.

Cam

paig

n Pl

an B

ook Full Agency Report