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Miami, San Antonio, Denver, Los Angeles                                          Connections                       PASSION...
INDEX                      Inside this issue      Overview                                                        1.1     ...
Brandthread     1.2Brandthread is a full service global communications firmwhere strategy, innovation, and creativity = re...
Services    1.3Marketing & Communications Planning:             Online & New Media:Strategic Marketing/Advertising Plannin...
1.4 Brandthread // Sr. LeadershipJOHN DOSCHER /DIRECTOR-CSO                    DIANA NAGLES/ACCOUNT SERVICES              ...
3.1Client PartnersClient                                 YearsMicrosoft                                7Nestlé Purina     ...
3.1The Brandthread Strategic Planning “BrandFraming”Phase One:We provide medium-range vision that is notconfined to a sing...
3.1Brandthread Strategic Brand Planning“Phase Two”     1. Creating a “Mind Map” in order to     understand the brand’s pos...
4.1                                                                                        Marketing Analytics:           ...
5.1  What Sets Us Apart?Brandthread Public Relations:Brandthread has been a dominant presence in the South Florida region ...
6.1
Brandthread, Inc.                            10110 USA Today Way                                 Miramar, FL 3302         ...
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Brandthread Agency Presentation 2011

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Brandthread is the alternative to business-as-usual old guard global agencies. We don’t try to solve unique problems with boilerplate answers. We have guts to be great thinkers and deliver results. We practice what we preach, our founders left the safe large agency fold to forge our own brand. The result is a nimble, independently minded strategic agency that embraces change and innovation over doing things the way they’ve always been done. We are committed to help our clients drive brand success through - Passion, Innovation and Creativity.

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Transcript of "Brandthread Agency Presentation 2011"

  1. 1. Miami, San Antonio, Denver, Los Angeles Connections PASSION - INNOVATION - CREATIVITY Brandthread is the alternative to business-as-usual old guard global agencies. We don’t try to solve unique problems with boilerplate answers. We have guts to be great thinkers and deliver results. We practice what we preach, our founders left the safe large agency fold to forge our own brand. The result is a nimble, independently minded strategic agency that embraces change and innovation over doing things the way they’ve always been done. We are committed to help our clients drive brand success through - Passion, Innovation and Creativity.
  2. 2. INDEX Inside this issue Overview 1.1 Brandthread 1.2 Services 1.3 Leadership 1.4 Current Clients 2.1 Strategic Brand Planning 3.1 What Sets Us Apart 4.1 Public Relations Capabilities 5.1 Creative Sampler 6.1 Names and Titles of Principals: Published By: John Doscher, Director/CSO1.1 Agency: Cory Matthews, VP Creative Director Ed Irons, Director/Media Services Brandthread, Inc. Claudia Zabka, Director of Creative Services Diana Nagles Director/Account ServicesO HQ Address: Marielise García, Director/Public RelationsV 10110 USA Today WayE Offices and Facts: Miramar, FL 3302R Miami/Los Angeles/San Antonio/Denver/Puerto Rico Phone: 954.294.2841V Member of the ComVort Global Agency Network Fax: 954.337.2348I Ranked top 1/3 of U.S. Advertising Agencies / AdAge 2009EW Key Agency Contact : http://www.brandthread.com John Doscher 954.294.2841
  3. 3. Brandthread 1.2Brandthread is a full service global communications firmwhere strategy, innovation, and creativity = results. We’rethe creative thinkers you’ve always wanted. Focused on allphases of the process, true partners who never lose site ofthe bottom line: your success.We are the fusion of the best industry practices including:creative concepting, brand positioning, design, editing andintegrated communications. For our clients we producefresh and innovative work that builds differentiated andenduring brands. Our finely tuned strategies and creativeprocesses are what allow us to create culturally impactfulcommunications that create demand and build successfulbrands. We not only create brands. We discover them. We discover them by gaining insight into your company, your audiences and the cultural influences that surround them. Our hallmark is the highest level of dedication to our clients. You will get the benefits of dealing with experienced passionate professionals who insist on excellence. The client experience is one of work efficiency, fluid workflow and great creative.
  4. 4. Services 1.3Marketing & Communications Planning: Online & New Media:Strategic Marketing/Advertising Planning Web DesignBrand Positioning Programming ServicesCreative Concepts Database and Content Management ToolsMarketplace Planning Advertising and ContentPublic Relations Planning Virtual Tours & Demonstrations OnlineCommunity Outreach Interactive Sales BrochuresCorporate Communications Gaming and Product IntegrationCreative: Offline/Online Communications Services:Branding & Identity PlanningLogo Design Market ResearchCopywriting Public RelationsDirect Marketing Media Buying and Product PlacementBusiness and Corporate Materials Partnerships, Promotions and EventsPrint/Electronic/Online Advertising Database Development and ManagementMagazine & Newsletters Traffic SupportPoint-of-Purchase Creative Media Tracking and Performance MeasurementPackaging Reports and ReconciliationCatalogs Promotion & Event:Business and Corporate Materials Tradeshow Concepts and Event ManagementPrint/Electronic/Online Creative Exhibit Signage & BannersMagazine & Newsletters Tradeshow & Support MaterialsBrochures & Catalogs National ToursPackaging Local or National SweepstakesPhotography and Video CI Event Internal IncentivesFinancial Reports Customer Loyalty Programs
  5. 5. 1.4 Brandthread // Sr. LeadershipJOHN DOSCHER /DIRECTOR-CSO DIANA NAGLES/ACCOUNT SERVICES loves to be in front of clients presenting great ideas that becomeWith more than 20 years of strategic Courtney strategically conceives, develops successful solutions. She’s fluent inmarketing and communications and implements custom one-to-one English and Spanish but, hasexperience in the United States and marketing and promotional programs that developed creative campaigns aroundGlobal markets, John’s expertise identify, persuade, bond, develop and the globe.includes brand planning, online/offline continually manage core consumer targetadvertising, sports marketing, integrated groups/audiences. Specialties:communications strategy, field Making the complex simple and thepromotions, market entry and re- Courtney provides creatively driven, highly simple beautiful. Expert creative,branding. He has developed an targeted, deep impact, integrated direct design and graphic communicationsintegrated team approach to provide the marketing and promotional campaigns. services, emerging technologies andtools to think strategically. This approach His team’s results-oriented programs to social/new media creativedelivers the biggest ideas to the smallest readily increase target audience share and development.tactics and incorporates the appropriate subsequent market share of revenue. He islifestyle and cultural nuances to foster a leader and innovator in CRM, you can COREY Matthews/ VPbrand loyalty with the targeted rely on our team to create the perfect CRM CREATIVE DIRECTORaudience. In addition, John has managed architecture that is right for your needs.the formal brand review process, Cory isn’t just a creative director…mapping, segmentation, planning, Specialties:strategy and execution providing real Direct mail, Online marketing, He’s the personification of one ofvalue to his clients’ businesses. Custom publishing, Telemarketing advertising’s most basic rules – making Database marketing, Affinity/CRM the ordinary extraordinary.Specialties: programs, Sweepstakes and promotionsConsumer research, brand strategy, At first he seems like a nice, modestintegrated marketing, interactive guy with a kind smile and an easy-strategy, innovation and product going manner. But like any gooddevelopment, customer relationship advertising idea, there’s far more tomarketing, sports marketing, him than meets the eye. And soonpromotions, public relations and event you will discover how extraordinary heplanning & execution really is.ED IRONS/DIRECTOR-MEDIA Cory has over 10 years of experience CLAUDIA ZABKA/CREATIVE DIRECTOR in both above and below-the-lineEd has over 20 years experience advertising, creating award-winningsupervising media campaigns. He is the Claudia has worked in creative for more campaigns for a variety of national andcompany’s chief strategist and than 15 years. She started as a designer for international clients.communications manager. Ed has print and rapidly moved through the ranks.managed millions of dollars in media Claudia supervises and mentors our To create positive impact on ouracross the globe for clients like Chrysler, creative teams overseeing all aspects of clients’ bottom lines today, Cory bringsMicrosoft, Hilton, Verizon Wireless, client advertising and marketing, creative, the wisdom, experience and passionAmerican Airlines and Kmart. His art direction, and design. he’s exhibited throughout his career.experience has enabled us to build In short, he lives for the business. Andintimate relationships with media She is also on the forefront of new media, it shows in everything he does.outlets, online vehicles, stations and business to business and direct marketingpublications. creative. Her passion for integrated Specialties: marketing that brings the offline and online Consumer research, brand strategy,Specialties: worlds into compelling and results oriented online/offline advertising campaigns,Strategic 360 degree experiential media directions fuels her every day. Claudia ATL, BTL, art direction, copywriting,and communications planning corporate identity.
  6. 6. 3.1Client PartnersClient YearsMicrosoft 7Nestlé Purina 5Audi AG 5Dr. Brandt Skincare 4Woodbine Southwest 4University of Phoenix 3Fisher Island Hotel and Resort 2Best Buddies International 2DTS Digital 2Rayovac 2Volkswagen 2Chukchansi Gold Resort & Casino 1Lance Foods 1FBI 1 Brandthread - Creating Brand Success In the past many have staked a claim in the global specializing in unequaled consumer insight, strong markets. But they lacked the most important creative and measurement capabilities. building block: real insight into the culture and lifestyle. The ability to be invited into peoples’ We have set a high level of expertise in delivering lives. powerful insights and creativity that positions our clients successfully, taking their businesses to new In response to a market need for a strategic levels. We will continue to operate with the same marketing agency, we decided to merge three vision, drive and passion for innovation as day one. companies and make it happen. In 2003, we opened the first Brandthread office
  7. 7. 3.1The Brandthread Strategic Planning “BrandFraming”Phase One:We provide medium-range vision that is notconfined to a single technique but are consistent,integrated guidelines for the development of ourclients’ brand portfolios. BrandFraming is thedistillation of our consumer research andunderstanding into a clear picture of how thebrand fits into the target audience lives and howwe can define it to be unique and exclusive.BrandFraming provides our clients’ brands tostand apart from their competitors and beembraced by their consumers.Here are the key steps that we follow:1. We develop an Identity card – like a DriversLicense: • What is its individuality? • What are the long-term goals and ambitions? • What is its consistency? • What are the values? • What are the basic truths? • What are its recognition signs?2. The agency reviews the brand’s core values, sources of inspiration of continuity and the true identity of the brand. 3. We take a deep look at Identity and Image. From the “Equity Bridges” we can develop the Rules of 4. We take a deep look at Engagement: the target audience • Deep understanding of and the Pillars that affect the consumer Mind Map their lives. We • Effective communications provide our brands with • Keep commitment areas the “Equity Bridges” to • Bridges to developing a build the brand: relationship by being invited into peoples lives
  8. 8. 3.1Brandthread Strategic Brand Planning“Phase Two” 1. Creating a “Mind Map” in order to understand the brand’s position in the customer’s mind:2. Research and planning recommend what the brand should occupy in the customer’s mind in the future.Creating the brand ambition 3. Development of the Selling Ideainvolves: Platform to connect the customer The selling Idea Platform is the• Understanding the qualities that with the brand: articulation of the strategic can be leveraged • The target message in communications--it is• Competitive brandscape • Core desire (need, wish, desire) not a tagline. It is a single,• Understanding the consumer • Role of the brand (fulfill the need) focused, strategic idea that ignites pillars and equity bridges • Compelling truth (honest creative process with the• Understanding the client’s information about the product) marketing plan. business strategy and objective of the brandThe Brandthread Mapping Tools:Customer Mapping is an insight identification methodology that seeks to optimize brand in order to buildopportunities across segments. Along with traditional research and planning tools we can also implement thefollowing:• Quantification of brand opportunity across • Cultural Mapping of values/ behaviors against brand cultures/lifestyle segments equities and product attributes• Cultural Relevance Meter™ • Development of “Sweet Spot” to optimize business •Determine message relevance against opportunities across selected cultural segments segments • Development of culturally relevant messages and strategies
  9. 9. 4.1 Marketing Analytics: Brandthread offers an integrated portfolio of Precision Marketing Services called the Brandthread Suite. This What Sets Us Apart? comprehensive set of services includes all of the processes, experts, technology and infrastructure a company needs to perform best practice Precision Marketing.Brandthread Analytics: Media Planning and Media Buying: Global, Youth and Transcultural:• Strategic thinking, planning & Brandthread’s media department Brandthread is an integrated marketing communications that are customer structure allows for the agency to communications agency providing niche centered and bottom line driven respond immediately to the time strategic marketing to• A thorough and consistent alignment of sensitive media dynamics. Our systems reach consumers in the global youth and marketing and performance metrics and staff provide the advertiser with the transcultural segments. We have• Intelligent and precision metrics ability to turn on a dime, whether it’s the successfully developed communications embedded in technology architecture and placement of a media buy or the initiatives designed to effectively reach data stream, readily accessible at multiple immediate adjustment to a previously them by understanding consumer levels of the enterprise placed buy. behavior. Consumer behavior requires understanding the psychographics ofBrandthread Hospitality Services: The agency also employs personnel and what people buy and why they choose• Achieving optimum balance between systems devoted to the protection of the one product or store over another. The Direct vs. Indirect Channel Sales advertiser’s media investment. Media experience that a consumer takes with• Internet, online distribution channels and buys are routinely audited for proof of them during the purchase process can eMarketing performance, ensuring that media dollars make the difference between our clients• Knowledge of local market conditions reach the intended media targets, products being considered exceptional or• Working closely with group business eliminating an avenue of risk for the “just there.” generators, meeting planners, advertiser. Brandthread has unmatched wholesalers, incentive travel companies, performance driven experience in the For our global ,youth and ethnic corporate travel departments, and media planning and buying arena. We segments, marketing strategy requires franchise-sponsored marketing programs have managed media planning and both an understanding of in-culture• Effective marketing campaigns buying against a variety of global and nuances and lifestyle of the groups of• Effective sales incentive program multicultural segments. We offer our people that a business is trying to reach.• Developing effective approaches to clients the resources necessary to Global marketing also pertains to many prospecting, qualifying, selling and closing develop “culturally cognizant” media niche-markets best found in metropolitan solutions. environments. For clients like MicrosoftHigh Worth Consumer Segments and Pioneer our marketing strategy isBrandthread has been responsible to Large Multi Channel Companies: considered a customized assessmentproactively position and manage the delivery Brandthread has worked with based on their actual business, individualof our clients marketing strategy against the companies that include multiple brand products and market profiles. We do nothigh net worth segment on a global basis, in management teams, regional and work from ‘templates’ because weorder to grow the customer base and to channel marketing managers, regional believe that each client is unique.maximize the value out of the customer and field sales managers, co-op partners,base. distributors, lead agencies, branding and public relations firms. Some of these firmsWe have executed successfully for client’s include Audi, Pioneer, Microsoft, Nestlelike: Audi, Woodbine Southwest, dr. brandt Purina, The Discovery Channel, etc.skincare, Ritz Carlton, etc.
  10. 10. 5.1 What Sets Us Apart?Brandthread Public Relations:Brandthread has been a dominant presence in the South Florida region for over twenty years. Our knowledge ofnational, local and state government, the breadth of our clientele and our extensive network of business andmedia relationships has put us in a unique position to help accomplish a wide range of client objectives. • Public Affairs • Extraordinary Circumstances (Also known as “Crisis Management”) • Civic MarketingWhether the goal involves establishing a strong brand presence, launching an ambassador marketing campaignor dealing with a business crisis, we can quickly determine a clients communications needs and then aggressivelyimplement effective programs to address them.We are:• Specialists in positioning clients in the global marketplace• Deeply entrenched in all facets of the South Florida community and in key economic sectors• Access to high-level decision makers in all areas (media, business, government, politics, civic, philanthropy)• Experienced in a broad range of business sectors (real estate, technology, entertainment, health care, travel, media, hospitality, environment, banking and finance)• Focused on revenue generating activities (brand development, strategic alliances, CRM and TRM)Media Relations:Brandthread places media relations strategy at the core of every integrated communicationsprogram. Our specialists, many of them former award-winning journalists, hail from every mediadiscipline, and excel at matching the right message with the right audience.We work the way the media do. We have structured ourselves much like a newsroom of a majornews organization so that we can work quickly, globally and 24/7, And we are constantlyevolving to mirror the rapidly changing media landscape. • Strategy and Message Development • Editorial Campaigns • Tracking and Analysis • Media Training • Audience Targeting • Media Tours • Op-ed Development and Placement • Media Material Development • Audits • Database Development and Maintenance
  11. 11. 6.1
  12. 12. Brandthread, Inc. 10110 USA Today Way Miramar, FL 3302 Direct: 954.294.2841 Fax: 954.337.2348 http://www.brandthread.com john@brandthread.com

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