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Gino BorromeoVP/Head of Planning
McCann Worldgroup Philippines@manilapaper
4As ARAL: IMC7 SEPT 2012
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MEET YOUR TEAM ANDGIVE YOURSELVES A NAME
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AGENDA FOR THE DAY
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AM: STRATEGY
1. INTRO AND ICEBREAKER 2. IMC: WHAT IS IT? AND WHY DO WE NEED IT?
3. HOW DOES ONE GO ABOUT CREATING IMC?
COFFEE/CIGARETTE BREAK
4. PROBLEM DEFINITION
5. THE GOAL/RESPONSE
6. TARGET PROFILING
7. BRAND ROLE
LUNCH
9:00-9:30
9:30-9:45
9:45-10:00
10:00-10:15
10:15-10:45
10:45-11:00
11:00-11:30
11:30-12:00
12:00-1:00
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PM: IDEA + EXECUTION
8. THE IDEA
9. HOW THE IDEA WILL BE EXPERIENCED 10. CASE WORK BRIEFING
11. CASE WORK
12. PRESENTATION TO PEERS + FEEDBACK
1:00-1:30
1:30-2:00 2:00-2:30
2:30-4:30
4:30-5:30
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WHAT IS IMC?AND WHY DOES IT MATTER?
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WHAT IS YOUR UNDERSTANDING OF“INTEGRATED MARKETING COMMUNICATIONS”?
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“A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force”
“An approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.
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THERE ARE MORE WAYS THAN EVERFOR PEOPLE TO EXPERIENCE A BRAND
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ADVERTISING IS BUTONE PART OF THE ENTIRE EXPERIENCE
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WHILE ADVERTISING CAN DO MANY THINGS,IT CANNOT SOLVE EVERYTHING
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THE SOLUTIONTO MANY MARKETING PROBLEMS
IS NOT NECESSARILY JUST ADS
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Kit Kat Mail (Japan)
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EVERYTHING A BRAND DOES COMMUNICATES
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BECAUSE EVERYTHING COMMUNICATES,WE NEED TO THINK MORE BROADLY ABOUT WHAT IS “MARKETING COMMUNICATIONS”
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BECAUSE EVERYTHING COMMUNICATES,WE NEED TO THINK HOLISTICALLY ABOUT
HOW PEOPLE EXPERIENCE A BRAND
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A PRACTICAL DEFINITION OF IMC
A SOLUTION TO A CLIENT’S BUSINESS PROBLEM
THAT USES DIFFERENT FORMS OF COMMUNICATION
TO CREATE A SEAMLESS EXPERIENCE OF THE BRAND
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SO HOW DOES ONE GO ABOUTCREATING IMC WORK?
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3 ESSENTIALS
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#1: A MINDSET CHANGE
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THINK SOLUTIONS,NOT JUST AD CAMPAIGNS
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#2: HONESTY AND HUMILITY
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IT IS IMPOSSIBLE FOR ONE PERSONTO KNOW EVERY SINGLE THING
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MORE FORMS OF CREATIVITYTHAN EVER BEFORE
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MORE KNOWLEDGE AND DATATHAN EVER BEFORE
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WE WILL NEED TO COLLABORATEMORE THAN EVER
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#3: KEEP ASKING QUESTIONS
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“IF YOU DO NOT ASK THE RIGHT QUESTIONS,YOU DO NOT GET THE RIGHT ANSWERS”
EDWARD HODNETT
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ASKING THE RIGHT QUESTIONSWILL LEAD YOU TO THE ANSWERS
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QUESTIONS AS A PRACTICAL TECHNIQUETO CREATING IMC WORK
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PART 1: IMC STRATEGY
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PROBLEM DEFINITION
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GREAT SOLUTIONSREQUIRE GREAT PROBLEMS
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THERE ARE DIFFERENT KINDS OF PROBLEMS
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There are different levels of problem
Business
Marketing
Brand
Communication
Channels
Creative
Eg. Profit margin is too low to sustain share price
Eg. Price premium unsustainable
Eg. User imagery is wrong
Eg. No awareness of the product range
Eg. Can’t afford TV
Eg. People don’t understand the advertising
Diagnosing the right problem is essential
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HOW WE DEFINE THE PROBLEMDEFINES THE SOLUTION NEEDED
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BUSINESS PROBLEM
“DOT HAS A TARGET OF 5M TOURIST ARRIVALS FOR 2012”
MARKETING PROBLEM
“TOURISTS SEE TRAVEL TO THE PHILIPPINESAS GRUELING, NOT ENJOYABLE”
COMMUNICATION PROBLEM
“WE NEED TO CHANGE THE TARSIER AND DEVELOP AN ENGLISH TAGLINE”
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FIND THE REAL PROBLEM TO SOLVE
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LIKE A CHILD, KEEP ASKING
“WHY?”
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PROBLEM DEFINITION TECHNIQUE
WHY?
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ROM SALES ARE DECLINING
ROMANIANS PREFER IMPORTED CHOCOLATE BRANDS
WHY?
THEY THINK THESE BRANDS ARE COOLER
THESE BRANDS ARE AMERICAN AND ROM IS ROMANIAN
THEY’RE DISILLUSIONED WITH ALL THINGS ROMANIA
WHY?
WHY?
WHY?
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QUICK EXERCISE
“IN THE NEXT 12 MONTHS, WE WANT TO GET OUT OF THE TOP 10 OF THE WORLD’S WORST AIRPORTS”
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GOAL/RESPONSE
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WHAT CHANGE DO WE WANT TO ACHIEVE?
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IT SETS THE EXPECTATION ONWHAT KIND OF IDEA IS NEEDED
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IT HELPS US JUDGEIF THE IDEA IS THE RIGHT ONE
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IT ALSO SETS THE MEASURE OF SUCCESS
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FROM TOGOAL SETTING TECHNIQUE
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PROBLEMINDIAN MEN BELIEVE THAT HAVING FACIAL HAIR MAKES THEM MORE
MASCULINE, AND THEREFORE MORE ATTRACTIVE TO WOMEN
CLIENT BRIEFCONVINCE INDIAN MEN WHO ARE ALREADY RELUCTANT TO SHAVE TO BUY A RAZOR THAT’S 10x MORE EXPENSIVE THAN TRADITIONAL BLADES
FROMI DON’T SEE THE NEED
TO SHAVE
TOSHAVING MAKES ME MORE
ATTRACTIVE TO WOMEN
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EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLEINTO ADVERTISING AS A CAREER
PROBLEM?
GOAL?
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TARGET PROFILING
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OUR IDEAS AIM TO MOVE PEOPLE
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“NOTHING IS SO POWERFUL AS AN INSIGHT INTO HUMAN NATURE...WHAT COMPULSIONS DRIVE A MAN...WHAT INSTINCTS DOMINATE HIS ACTION.
IF YOU KNOW THESE THINGS ABOUT A MAN YOU CAN TOUCH HIM AT THE CORE OF HIS BEING.”
BILL BERNBACH
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FIND SOMETHINGABOUT PEOPLE (AND THEIR LIVES)
THAT WE CAN CONNECT TO
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WHO SHOULDWE TARGET?
WHY ARE THEY WORTH TARGETING?
WHAT’S UNUSUAL ABOUT THEM?
TARGET PROFILING TECHNIQUE
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THE BRIEFINCREASE NAB’S CUSTOMER BASE
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WHO?AUSTRALIANS WHO ARE MORE WARY
OF BANKS AFTER THE GLOBAL RECESSION OF 2007
THEY ARE SO WARY OF BANKS THAT THEY BELIEVETHE TOP 4 BANKS OF AUSTRALIA
ARE IN COLLUSION WITH ONE ANOTHER
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EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLEINTO ADVERTISING AS A CAREER
TARGET PROFILE?
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BRAND ROLE
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WHAT A BRAND DOESIS JUST AS IMPORTANT
AS WHAT IT SAYS
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PROPOSITIONS LEAD US TO MESSAGES(WHICH CAN LIMIT OUR THINKING)
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INSTEAD OF PROPOSITIONS, THINK ABOUTTHE ROLE THE BRAND CAN PLAY
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BRAND ROLE TECHNIQUE
WHAT CAN THE BRAND DO?
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WHAT CAN THE BRAND SAY?
“IF YOU SURRENDER, YOU CAN BE HOME WITH YOUR FAMILY THIS CHRISTMAS”
WHAT CAN THE BRAND DO?
BRING CHRISTMAS TO THE REBELS SO THEY REALIZE WHAT THEY’RE MISSING
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WHAT CAN THE BRAND SAY?
“EXPLORE THE BIGGEST COUNTRY IN THE WORLD”
WHAT CAN THE BRAND DO?
TURN REGULAR PEOPLEINTO EXPLORERS
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EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLEINTO ADVERTISING AS A CAREER
WHAT COULD THE 4As DO?
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PART 2: IMC IDEA + EXECUTION
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THE IDEA
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AN IDEA BRINGS EVERYTHING TOGETHER
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WITHOUT AN IDEA,ALL YOU HAVE IS A SERIES OF TACTICS
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FIND THE IDEA
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IDEA = THE THEME
EXECUTIONS = TACTICS BASED ON THE THEME
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A GOOD IDEA...
FEELS INTUITIVELY TRUE
CHANGES THE WAY YOU LOOK AT A BRAND
INSPIRES CREATIVITY IN DIFFERENT CHANNELS
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WE BELIEVE THATEVERY BABY IS A LITTLE MIRACLE
PRODUCTS ADVOCACIES ADVERTISING
PARTNERSHIPS APPS AND TOOLS PACKAGING
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WHAT’S THE IDEA?
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EXERCISE
WHAT’S THE IDEA?
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YOU CAN ACCOMPLISH ANY MISSIONWHEN YOU USE THE YELLOW PAGES
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HAPPINESS IS BETTER WHEN IT’SSHARED WITH A FRIEND
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THERE IS A VOYEUR IN ALL OF US
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EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLEINTO ADVERTISING AS A CAREER
IDEA?
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HOW THE IDEA WILL BE EXPERIENCED
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“We have to rethink what we call media.
Media used to be simply a way for brands to target consumers, but today, media is the way that people are engaging with the world around them.
I believe the best brands will become media themselves:the places, spaces, experiences people choose to spend time with.”
Lee ClowTBWA/Chiat Day
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RESIST THE IMPULSE TO START WITHMEDIA/TOUCHPOINTS/CHANNELS
(THAT COMES LATER)
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THINK EXPERIENCE
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THINK STORY ARC
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EVERY STORY ARCHAS A BEGINNING, MIDDLE AND END
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WHAT’S THE STORY ARC?
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THE STORY ARC
RECRUITING FOR THE JOB OF ISLAND CARETAKER
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STORY ARC QUESTION(e.g. HOW WOULD WE RECRUIT PEOPLE FOR THE BEST JOB IN THE WORLD?)
_________________________________
BEGINNING? MIDDLE? END?
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THE STORY ARC
FINDING INDIA’S NEXT GENERATION OF LEADERS
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CASE WORK TIME!
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THE CHALLENGE
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CYBER-BULLYING IS AGROWING SOCIETAL ISSUE IN THE PHILIPPINES
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THE BRIEF
RAISE GREATER CONCERN AMONG FILIPINOSABOUT THE DANGERS OF CYBER-BULLYING
THE AMBITION
REDUCE THE INCIDENCE OF CYBER-BULLYINGIN THE PHILIPPINES BY 50% IN THE NEXT 3 YEARS
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YOUR DELIVERABLES
STRATEGY(PROBLEM, GOAL, TARGET, BRAND ROLE)
IDEA
EXECUTION
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2 HOURS TO WORK
10 MINUTES TO PRESENT
1 WINNER
YOUR PEERS AS THE JUDGES
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IN CLOSING
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WHAT DID YOU LEARN?
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“IF YOU DO NOT ASK THE RIGHT QUESTIONS,YOU DO NOT GET THE RIGHT ANSWERS”
EDWARD HODNETT
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QUESTIONS ARE AN EFFECTIVE TECHNIQUETO USE IN CREATING IMC WORK
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Gino BorromeoVP/Head of Planning
McCann Worldgroup Philippines@manilapaper
THANK YOU