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Menesty Skandinavian kuluttajamarkkinoilla<br />Itämeren maiden valloitus – kuinka se onnistui<br />Itämeren maiden valloi...
B9 MAP<br />19 September 2011<br />
BACKGROUNDMARKET AND COMPETITION<br />Marketing communications agencies fall roughly into two groups: <br />	1) big intern...
BACKGROUNDCUSTOMER NEEDS AND PURCHASE BEHAVIOUR<br />One of five Finnish Top 500 companies state the Baltic Sea region as ...
19 September 2011<br />B9 Mission and Vision<br />
B9 MISSION AND VISION<br />Mission<br />To be the leading marketing communications service provider in Northern and Easter...
B9 STRUCTURE<br />* Established and existing company<br />19 September 2011<br />B9 Helsinki*<br />B9 Group<br />Jukka Jär...
Warsaw<br />19 September 2011<br />B9 WARSAW Wlodarzewska 45A  02-384 Warsaw  Poland<br />
B9 WARSAW FACTS<br /><ul><li>Red 8 was established 2002
Approx. 100 employees in Red 8 Group
Turnover has raised every year since 2002
One of the most creative agencies in Poland
Several Effie and Kreatura awards
2010: “Advertising Agency of the Year” and “Advertising Group of the Year”</li></ul>19 September 2011<br />
B9 WARSAW CLIENTS<br />19 September 2011<br />
19 September 2011<br />Kiev<br />B9 KIEV Sagaydachnogo str. 23/4  fl. 3  Kiev 04070  Ukraine<br />
B9 KIEV FACTS<br /><ul><li>Operations in association with TWIGA  Communication Group
TWIGA was established 1993; 16 years of experience in creative strategies and design. TWIGA in Kiev since 2004.
Approx. 40 employees in TWIGA
Prizes in several nominations in Minsk Advertising Festival White Square
Awards in Moscow International Advertising and Marketing Festival (MIAF)</li></ul>19 September 2011<br />
B9 KIEV CLIENTS<br />19 September 2011<br />
19 September 2011<br />Moscow<br />St. Petersburg<br />B9 ST PETERSBURG <br />Nevskii prospect  building 1/4 <br />191186 ...
B9 MOSCOW & B9 ST. PETERSBURG FACTS<br /><ul><li>Joint venture with TWIGA  Communication Group
TWIGA was established 1993; 16 years of experience in creative strategies and design. TWIGA  in St. Petersburg since 2010.
Approx. 350 employees in TWIGA
Own media agency Media First
Among Top-10 Russian creative agencies according to AKAR advertising creativity rating 2009 (№3 local agency)
18 Effie Awards
The Best Agency of 2010 (RAMS)
Several awards in Moscow International Advertising and Marketing Festival (MIAF)</li></ul>19 September 2011<br />
B9 MOSCOW & ST. PETERSBURG CLIENTS<br />19 September 2011<br />
19 September 2011<br />Copenhagen<br />B9 COPENHAGEN Bredgade 6, 4.sal  DK-1260 Copenhagen K  Denmark<br />
B9 COPENHAGEN FACTS<br /><ul><li>Joint venture with Cox Copenhagen
Cox Copenhagen was founded in 1996
The agency contains 15 years of experience in developing strong B-2-B and B-2-C campaigns across various sectors and marke...
Clients are large Danish corporate companies; NGO’s, Healthcare and public sectors
Our fields of competence spans over client publishing, advertising campaigns and Healthcare digital communication 
10 senior employees</li></ul>19 September 2011<br />
B9 COPENHAGEN CLIENTS<br />
19 September 2011<br />Oslo<br />B9 OSLO Storgata 33 B0184 Oslo  Norway<br />
B9 OSLO FACTS<br /><ul><li>Oktan  was established 1996
Approx. 85 employees in Oktan
Third biggest advertising agency in Norway
Oktan has agencies in Bergen, Oslo, Stavanger, Trondheim, Stord, Hamar and Drammen
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Itameren maiden valloitus - kuinka se onnistui - Jari-Pekka Rautamaa b9

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20.9.2011 Menesty Skandinavian kuluttajamarkkinoilla 20.9.2011 Wanha Satama. Tapahtuman esitysmateriaali.

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Transcript of "Itameren maiden valloitus - kuinka se onnistui - Jari-Pekka Rautamaa b9"

  1. 1. Menesty Skandinavian kuluttajamarkkinoilla<br />Itämeren maiden valloitus – kuinka se onnistui<br />Itämeren maiden valloitus – k<br />Helsinki 20.9.2011<br />B9 HELSINKI OY Lönnrotin puistikko 5 A, 00120 Helsinki, Finland<br />WWW.B9NETWORK.COM<br />
  2. 2. B9 MAP<br />19 September 2011<br />
  3. 3. BACKGROUNDMARKET AND COMPETITION<br />Marketing communications agencies fall roughly into two groups: <br /> 1) big international chains like Publicis, Interpublic, Omnicom, WPP, Aegis, Havas<br /> 2) small, local agencies mainly covering just one market area<br />The biggest growth in the industry is, in line with economic growth, in Asia, China, India and Russia. The developed economies are stable and growth of the market size is limited, mainly shifts between channels.<br />Besides, all international agencies suffer from true commitment to networked accounts; objectives, metrics, possible ownerships etc. They are limited to one market area, hence not promoting and advancing co-operation between countries.<br />No player sees the Greater Baltic Sea region as one market area, but international companies operate there with as many as four market areas (Nordic, Baltic, Russia, ex-communist countries or Central and Eastern Europe).<br />19 September 2011<br />Confidential<br />
  4. 4. BACKGROUNDCUSTOMER NEEDS AND PURCHASE BEHAVIOUR<br />One of five Finnish Top 500 companies state the Baltic Sea region as their home or primary market. In Sweden the proportion is even greater and players have a more prominent role in international marketing.<br />Cost efficiency, building a uniform brand and commitment to improvement of internal processes are the drivers to transformations seeking more uniform operational models in all market areas.<br />It is clear that also marketing will be centralised at some later stage; technological solutions favour this and sometimes even present a prerequisite.<br />All corporations have parts of marketing communications that should be centralised.<br />Also consumer purchase behaviour harmonises rapidly with the internationalisation of retail.<br />The cycle of bringing new innovations to all markets is faster and requires a new kind of model.<br />19 September 2011<br />Confidential<br />
  5. 5. 19 September 2011<br />B9 Mission and Vision<br />
  6. 6. B9 MISSION AND VISION<br />Mission<br />To be the leading marketing communications service provider in Northern and Eastern Europe.<br />Vision<br />To provide the best business model by combining a centralised and local action plan serving the clients’ needs.<br />19 September 2011<br />
  7. 7. B9 STRUCTURE<br />* Established and existing company<br />19 September 2011<br />B9 Helsinki*<br />B9 Group<br />Jukka Järvinen<br />
  8. 8. Warsaw<br />19 September 2011<br />B9 WARSAW Wlodarzewska 45A 02-384 Warsaw Poland<br />
  9. 9. B9 WARSAW FACTS<br /><ul><li>Red 8 was established 2002
  10. 10. Approx. 100 employees in Red 8 Group
  11. 11. Turnover has raised every year since 2002
  12. 12. One of the most creative agencies in Poland
  13. 13. Several Effie and Kreatura awards
  14. 14. 2010: “Advertising Agency of the Year” and “Advertising Group of the Year”</li></ul>19 September 2011<br />
  15. 15. B9 WARSAW CLIENTS<br />19 September 2011<br />
  16. 16. 19 September 2011<br />Kiev<br />B9 KIEV Sagaydachnogo str. 23/4 fl. 3 Kiev 04070 Ukraine<br />
  17. 17. B9 KIEV FACTS<br /><ul><li>Operations in association with TWIGA Communication Group
  18. 18. TWIGA was established 1993; 16 years of experience in creative strategies and design. TWIGA in Kiev since 2004.
  19. 19. Approx. 40 employees in TWIGA
  20. 20. Prizes in several nominations in Minsk Advertising Festival White Square
  21. 21. Awards in Moscow International Advertising and Marketing Festival (MIAF)</li></ul>19 September 2011<br />
  22. 22. B9 KIEV CLIENTS<br />19 September 2011<br />
  23. 23. 19 September 2011<br />Moscow<br />St. Petersburg<br />B9 ST PETERSBURG <br />Nevskii prospect building 1/4 <br />191186 St Petersburg Russia<br />B9 MOSCOW <br />4th Syromyatnicheskiy Pereulok 1/8 bld. 6 Moscow 105120 Russia<br />
  24. 24. B9 MOSCOW & B9 ST. PETERSBURG FACTS<br /><ul><li>Joint venture with TWIGA Communication Group
  25. 25. TWIGA was established 1993; 16 years of experience in creative strategies and design. TWIGA in St. Petersburg since 2010.
  26. 26. Approx. 350 employees in TWIGA
  27. 27. Own media agency Media First
  28. 28. Among Top-10 Russian creative agencies according to AKAR advertising creativity rating 2009 (№3 local agency)
  29. 29. 18 Effie Awards
  30. 30. The Best Agency of 2010 (RAMS)
  31. 31. Several awards in Moscow International Advertising and Marketing Festival (MIAF)</li></ul>19 September 2011<br />
  32. 32. B9 MOSCOW & ST. PETERSBURG CLIENTS<br />19 September 2011<br />
  33. 33. 19 September 2011<br />Copenhagen<br />B9 COPENHAGEN Bredgade 6, 4.sal DK-1260 Copenhagen K Denmark<br />
  34. 34. B9 COPENHAGEN FACTS<br /><ul><li>Joint venture with Cox Copenhagen
  35. 35. Cox Copenhagen was founded in 1996
  36. 36. The agency contains 15 years of experience in developing strong B-2-B and B-2-C campaigns across various sectors and marketing platforms
  37. 37. Clients are large Danish corporate companies; NGO’s, Healthcare and public sectors
  38. 38. Our fields of competence spans over client publishing, advertising campaigns and Healthcare digital communication 
  39. 39. 10 senior employees</li></ul>19 September 2011<br />
  40. 40. B9 COPENHAGEN CLIENTS<br />
  41. 41. 19 September 2011<br />Oslo<br />B9 OSLO Storgata 33 B0184 Oslo Norway<br />
  42. 42. B9 OSLO FACTS<br /><ul><li>Oktan was established 1996
  43. 43. Approx. 85 employees in Oktan
  44. 44. Third biggest advertising agency in Norway
  45. 45. Oktan has agencies in Bergen, Oslo, Stavanger, Trondheim, Stord, Hamar and Drammen
  46. 46. Turnover has raised every year since 2002</li></ul>19 September 2011<br />
  47. 47. B9 OSLO CLIENTS<br />19 September 2011<br />
  48. 48. 19 September 2011<br />Tallinn<br />B9 TALLINN Tõnismägi 3 Tallinn 10119 Estonia<br />
  49. 49. B9 TALLINN FACTS<br /><ul><li>Joint venture with Rakett
  50. 50. Rakett was established 2003
  51. 51. Approx. 12 employees in Rakett
  52. 52. Key persons in advertising business more than 15 years
  53. 53. 4 Effie awards</li></ul>19 September 2011<br />
  54. 54. B9 TALLINN CLIENTS<br />19 September 2011<br />
  55. 55. 19 September 2011<br />Stockholm<br />B9 STOCKHOLM Kungsgatan 29 4th Floor 111 56 Stockholm Sweden<br />
  56. 56. 19 September 2011<br />Helsinki<br />B9 HELSINKI OY Lönnrotin puistikko 5 A 00120 Helsinki Finland<br />
  57. 57. B9 HELSINKI & STOCKHOLM FACTS<br /><ul><li>People with high quality strategic, creative and tactic skills and experience from Fast Moving Consumer Goods category
  58. 58. References: Arla Milk, Semper Babyfood, SCA Hygiene, Cederroth / Sana Intimate Soap, Parelle – Swedish Beaty Shop Concept, Hardy´s Wine Company, Gore Bike Wear & Gore Running Wear
  59. 59. Several awards at Swedish and International Advertising Competitions</li></ul>19 September 2011<br />
  60. 60. B9 HELSINKI CLIENTS<br />19 September 2011<br />
  61. 61. B9 working models<br />19 September 2011<br />
  62. 62. LOCAL WORKING MODEL<br />Client <br />Helsinki<br />i<br />Local<br />client<br />Local<br />client<br />Local<br />client<br />Local<br />client<br />Local<br />client<br />Local<br />client<br /> Helsinki<br /> Stockholm<br />Warsaw<br />Tallinn<br />Kiev<br />St. Petersburg<br />+ Moscow<br />19 September 2011<br />
  63. 63. 19 September 2011<br />EXAMPLES OF LOCAL CASES<br />Moscow<br />St. Petersburg<br />Client/brand: Atria PIT-PRODUCT<br />Client/brand: Atria CampoMos<br />
  64. 64. CENTRALIZED WORKING MODEL<br />Local<br />client<br /> St. Petersburg<br />Client<br />Local<br />client<br />Kiev<br />Helsinki<br />Local<br />client<br />Moscow<br /> Stockholm<br />Local<br />client<br />Warsaw<br />Tallinnn<br />Local<br />clientt<br />Local<br />clientt<br />19 September 2011<br />
  65. 65. 19 September 2011<br />CASE FORTUM: THE EMPLOYER IMAGE CONCEPT<br />
  66. 66. 19 September 2011<br />EXAMPLES OF THE EMPLOYER IMAGE CONCEPT<br />Lithuania<br />Sweden<br />Poland<br />Latvia<br />
  67. 67. INTERNATIONAL TEAM WORKING MODEL<br />Local client<br />B9 Helsinki<br />International team<br />Local client<br />B9 Moscow + <br />St. Petersburg<br />Local client<br />B9 Kiev<br />Client<br />Local client<br />B9 Stockholm<br />Local client<br />B9 Warsaw<br />Local client<br />B9 Tallinn<br />19 September 2011<br />
  68. 68. INTERNATIONAL TEAM WORKING MODEL<br />Local client<br />B9 Helsinki<br />International team<br />Local client<br />B9 Moscow + <br />St. Petersburg<br />Local client<br />B9 Kiev<br />Client<br />Local client<br />B9 Stockholm<br />Local client<br />B9 Warsaw<br />Local client<br />B9 Tallinn<br />19 September 2011<br /> (Example)<br />
  69. 69. B9 SERVICE PORTFOLIO<br />19 September 2011<br />
  70. 70. COST SAVINGS<br />USING LOCAL B9 AGENCIES<br /><ul><li>Using B9 working models offers significant cost savings e.g. reduced personnel costs.
  71. 71. B9 offers local know-how, therefore better results and high quality work.
  72. 72. Planning and production work is charged according to local price level.</li></ul>PRODUCTION IN TALLINN<br /><ul><li>B9 Tallinn offers a significant cost advantage regarding production.
  73. 73. Brochures, catalogues, flyers and other products that need heavy processing/page making work can be produced in B9 Tallinn.
  74. 74. B9 Helsinki supervises the project from the beginning to the end.
  75. 75. Cost saving is 30 – 40 % of the net price.</li></ul>19 September 2011<br />
  76. 76. B9 Network<br />19 September 2011<br />B9 GROUP OY Lönnrotin puistikko 5 A, 00120 Helsinki, Finland<br />
  77. 77. B9 NETWORK CLIENTS<br />19 September 2011<br />
  78. 78. Strenghts of B9 Network<br />Closeness and power of co-operation.<br />One guiding star, the success of our client.<br /> From the local team to the Baltic Sea team.<br />19 September 2011<br />
  79. 79. B9 Network offers<br />The solution to centralized marketing management.<br /><ul><li>The best working model by market area </li></ul>or by case.<br />19 September 2011<br />
  80. 80. CONCLUSIONS<br /><ul><li>Respect local knowledge but keep in mind that marketing should have common objectives, rules, processes etc.
  81. 81. When you start to do changes, collect all marketing material on one table from all markets - it opens everyone's eyes
  82. 82. Build good relationship between your own organization and main partners - let them know each other
  83. 83. Build your own dictionary to get full understanding of communication
  84. 84. Take key persons with to the process from the beginning and train them to understand overall meaning of marketing for the company/brand
  85. 85. Analyze your technical tools/processes and update them
  86. 86. Use/create tools that automatize routines, that way people have time to concentrate on more important issues
  87. 87. Better to control before than after</li></ul>19 September 2011<br />
  88. 88. Kiitos.Tack. Спасибі. Takk. Cпасибо. Aitäh. Paldies. Tak. Dzięki. Ačiū. Thankyou. <br />19 September 2011<br />B9 GROUP OY Lönnrotin puistikko 5 A, 00120 Helsinki, Finland<br />

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