The Manager. The Creative. The Planner.

10 косвенных показателей хорошей стратегии

Posted in inspirational, noagency. assets, Strategic by mashafilonova1 on May 5, 2009

Оригинальный check-list, помогающий оценить, насколько гениальна ваша стратегия:

 

  • Вы показали ее креативу – они ее поняли, полюбили, начали штормить сразу на брифинге
  • Вы показали ее клиенту – он узнал в ней ответ на свою бизнес-проблему и принял
  • Вы показали ее маме/первой учительнице/соседке – они ее поняли. Они не зевали, пока вы рассказывали
  • Вы можете презентовать эту стратегию задом наперед – сначала решение (пока принято называть его сообщением), потом предпосылки и все вводные
  • Вы можете поменять в брифе продукт и человека местами и история станет смешной, практически абсурдной, но не бессмысленной
  • Вы не «вычислили» эту стратегию сухой логической цепочкой рассуждений, а «нащупали», «наткнулись» на конечное решение – как креатив натыкается на креативные идеи
  • После написания, вам начинает казаться, что это самое очевидное решение на поставленную задачу
  • Вам немного неловко перед креативом, так как вы чувствуете, что в стратегии уже заложена идея
  • Вы видите, что и агентская команда и клиент часто повторяют ваше сообщение, так как для них сообщение действительно стало смысловой опорой коммуникации
  • Клиент/креативная команда на следующий проект просят именно вашу стратегию

What is a brand?

Posted in inspirational by missionnoagency on April 8, 2009

Dan Levitan (master mind of Starbucks IPO in 1992) said, “A lot of people think about brand in terms of marketing or packaging, like it’s a wrapper. For us the foundation of a brand is the psychological contract – the contact between a company and it’s employees and between those employees and its customers. Great consumer companies are built on genuine passion, plus a day-to-day commitment to excellent execution. Employees won’t feel the passion and can’t maintain the operating discipline, unless they feel good about what the company sells and the values it stands for.”

This is certainly something to think about. If only our milk client had understood this! But then again, this pearl of wisdom is probably better suited to companies where employees have constant direct contact with customers. The first place to apply this would be in our own back yard. Only then can we help to create successful brands for clients.

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Crisis Criteria

Posted in informative, inspirational by missionnoagency on April 8, 2009

“Making the most of the downturn

Tim Lindsay President, TBWA/UK Group stressed the importance of encouraging advertisers to flush out conventions, especially in a downturn.

He recommended six Marketing behaviours for disrupting a downturn.

1. Build indispensability: advertisers must consider an aspect of the brand that could make it indispensable, especially when compared to the competition. For example in the nineties recession consumers started to get rid of their credit cards so Barclaycard demonstrated its added services with the Rowan Atkinson campaign (see the video below for one example). Barclaycard became market leader.

2. Be innovative: even when money is tight, people like innovation and are prepared to pay for it. For example, Haagen Dazs was launched in a downturn as a premium brand for serious indulgence at four times the price of the competition. Sony’s Playstation 2 and Apple’s iPod also launched during the advertising downturn of 2001.

3. Take advantage of lower media costs, build share of market with increased share of voice: There is much evidence to demonstrate that short term cuts in budget lead to longer term declines in market share. There is a strong correlation between increases in share of voice and growth in market share.

4. Change the value calculation: customers make different value calculations in recession, continually seeking out better value. Advertisers who recognise the need to make their brands appear like better value will continue to do well. For example, Marks and Spencer introduced the meal for two for £10, repositioning the store as a cheap restaurant rather than an expensive food retailer. Hovis, another example, produced smaller loaves, thus reducing wastage in the eyes of the buyer.

5. Aim to be twice as distinct for half as much: great ideas don’t necessarily rely on the size of the budget; a cut in budget does not mean reduced creativity in communications. For example, Honda’s ‘Power of Dreams’ campaign (see the video below) was in response to a sales target of 50% growth but a 15% budget cut. Advertisers are urged to find interesting and compelling elements of their brand that thus far has only little exposure. Changing the media mix or adopting different behaviour to the competition can also gain attention.

6. Become a home comfort: there is much evidence to support the fact that consumers shift to in-home pleasures in times of hardship and that brands in these categories will thrive.

Advertisers should investigate how to move their brands “in to the home”, how the product could be redefined to help protect it from the recession. Recent examples included the increase in sales in products such as Sky, CDs and Galaxy chocolate.

And finally…

To get the best from creatives it is important to understand that there is a reason why creative floors more closely resemble the entertainment department of John Lewis than a standard office.

According to Simon Veksner, Creative Director, BBH, creative teams share many similarities with small children, and to get the best out of them agency folk should treat them as so.

We should be thankful that creatives have retained their childlike perspective on life and view their more childish tendencies as positive attributes rather than mere petulance.”

see

A little something to think about

Posted in informative, inspirational by missionnoagency on April 8, 2009
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I do

Posted in inspirational by missionnoagency on April 7, 2009

We can foresee some difficulties in trying to sell a name and an ethos to clients without a portfolio of work to the team’s name. The Creative has a sparkling portfolio which might one day be displayed here as does The Manager and The Planner but not necessarily as a team.  

How do we build our equity without doing work in our particular field? It is tough (but doable) to get quality work done without clients.

The answer is productivity. As a team we should write, create, think up anything and everything and brand it ours. These works will also be our product. These works can vary from a poem that The Creative has written, to a song that The Planner thought up on the way to work and even a board game that The Manager invented on a boring Sunday afternoon. We will set this up shortly and link it to the blog. We may even get others to contribute. 

Once we have our bank of works we are a productive entity with a portfolio for clients to see. Each work will be carefully crafted as if it is going to be published, sung by Elton John or distributed by Matel.

No means Yes

Posted in inspirational by missionnoagency on April 7, 2009

The Planner had a very good point during our initial naming process. Our name contained a negative. This meant that we were describing something that we were not. Our reason for setting up was to do something that meant something to us. Other factors also included, the wish to earn more money, the desire for more control over the final result of our toil. The main thing is to actually make something we can be proud of – that actually belongs, in a more meaningful way, to us. If we are to ‘actually make something’ then the mindset from the outset should be that of who we are and what we can positively achieve rather than of what we are not. 

Just so we’re clear, we did not change the name following this debate because it still sounded very cool