clearwire team intro and situation recap team one introductions initial thoughts – key insights...
TRANSCRIPT
• Clearwire team intro and situation recap
• Team One introductions
• Initial thoughts – Key insights
• Case histories – Lexus IS and Boost Mobile
• Integrated marketing - Star Team and Brain Trust
• Media – Deeper engagement
• Wrap-up
Agenda:
Brian Sheehan ……………… Chairman, CEO
Chris Graves ……………….. Executive Creative Director
Mark Miller ………………….. Director Strategic Planning
Al Reid ………………………. Director Interactive & RM
Paul Silverman ……………... Director Media Innovations
Jaime Melton ……………….. Management Supervisor
Team One Attendees:
• 303 Employees
• Established in 1987
• Headquartered in Los Angeles, CA
• Field offices:Atlanta, Chicago, New York and Washington, D.C.
Division of Saatchi & Saatchi/Publicis
A consumer-inspired think tank ready to transform your brand.
Media Design
ConsumerResearch
StrategicPlanning
PublicRelations
EventMarketing
InteractiveRelationship
Marketing
How we work
give them what they never dreamed possible.
Don’t just give the client what they want,
Our Work
Initial Thoughts
Brian Sheehan
Chris Graves
Mark Miller
Al Reid
Paul Silverman
Julie Michael
Leadership Team
Account Services
Creative
Interactive
Strategic Planning
Media
Jaim
e M
elto
nMilind R
aval
Ral
ph W
atso
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Gra
nt H
olla
nd Tomm
y Steele
Christie Clough
Star Team
Collateral
Sandra Muraca
Why team one media?
ConsumerBehavior Experts
ConsumerBehavior Experts
InnovationBeyond The Buy
InnovationBeyond The Buy
BuyingExpertise/Negotiation
Clout
BuyingExpertise/Negotiation
Clout
Retail, local market specialists
• Strategic planning & buying in 100+ markets
• Unique, market relevant plans
Negotiation clout
Unique, market relevant plans
• Celebrity Culture
• Beaches
• Traffic
• Style and Fashion
• Fitness
Leverage Los Angeles Lifestyle and Culture
Unique, market relevant plans
• “The City of Trees”
• Idaho State Capital
• Boise State University
• Outdoor Recreation
Leverage Boise Lifestyle and Culture
Innovation beyond the buy
• Challenging existing conventions
• Creatively maximizing investments
• Developing opportunities for heightened engagement and impact
• Sales increased 30% versus prior year• Highest market share gain in category (+14.5%)• Comparatively, category leader BMW lost share (-
6%).
BEFORE AFTER
Transformative rule breaking
Results:
Capitalizing on new media
Extending sponsorships
Product integration
Idea
Point of Sale Face-to-Face
Customer Service
Outdoor
Event/ Sponsorships
Magazines
Radio
Newsprint
Delivery Fulfillment
Television
Telemarketing Fax
Placement/ Product Sampling
Branded Games
Banner Ads
Full-pageBanners
Branded Mobile Phone
Sites
iTV
Elevator Advertising
Household PDAs
Branded Screens Viral Mail
Mobile Mkt.
PDAs
PVRs
Telematics
Screens on ExerciseBikes
ImageContentScanner
Bar CodeScanner
Branded CDs
Branded WebContent
BrandExperience
Incompletemetrics
Incomparablemetrics
Overloaded customers
A holistic marketing efficiency
and effectiveness tool that
plans and tracks the business
effect of all customer
communications
Understanding consumer behavior
Transformation Grid
• Re-work (Farmer)
• Production costs (Artists, Apprentices, Technicians)
• Creative bottlenecks• Silos• Reports, analysis, and planning time• The Number of Meetings
• Discipline neutral thinking• Integrated creative development (e.g., IS)
• Gathering and sharing consumer insights• Collaboration (internal and with client)
• Non-traditional media opportunities• Creative and account ability to deliver digital
solutions, daily• A winning New Biz culture/positioning
• Getting the assignment wrong/getting the input wrong (focusing on execution over business problem solving)
• Dealer perception of cookie-cutter field plans
Focus: Imagine, sell and produce four groundbreaking ideas that have never been done before, in the next 12 months.
• An interactive group that transforms itselfinto a web-development company
• Quarterly Idea Olympics• A training program for new account hires• “LDA On The Move” Strategy• A better integration process• A unified Print Production and Traffic process• Connections to new media/creative resources
outside of Team One• Contact planning• In-house retouching
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Thank You