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Pitchen Credentials 2011
Pitchen Credentials 2011
Pitchen Credentials 2011
Pitchen Credentials 2011
Pitchen Credentials 2011
Pitchen Credentials 2011
Pitchen Credentials 2011
Pitchen Credentials 2011
Pitchen Credentials 2011
Pitchen Credentials 2011
Pitchen Credentials 2011
Pitchen Credentials 2011
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Pitchen Credentials 2011

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With over 80,000 marketing communication agencies in China, PITCHEN is not yet another agency on the market: Over the past 2 years, we have grown into China\'s first independent integration company …

With over 80,000 marketing communication agencies in China, PITCHEN is not yet another agency on the market: Over the past 2 years, we have grown into China\'s first independent integration company helping clients incl. Coca-Cola, Kraft, Campbell\'s, Unilever, and Club Med select the right agency partners and ensure they deliver in the same direction. To do so, our in-house integration planning teams relies on a network of 100+ creative talents and 300+ agency service providers to develop and ensure the execution of our clients\' integrated marketing campaigns.

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  • 1. THERE ARE 80,000MARKETING COMMUNICATIONAGENCIES IN CHINA.How do you choose your partners andensure they deliver in the same direction?Company Credentials - 2011
  • 2. We exist because 9 out of 10 companies answer ‘yes’ to the following questionsDo you deal with multiple marketing agencies?yes _______ no _______Do you give them one brief and receive dozens ofexecution ideas you find difficult to put together?yes _______ no _______Do you want your next campaign to be deliveredin a consistent way by qualified agencies, acrossthe most relevant communication touch-points?yes _______ no _______
  • 3. In 3 phases, we generate integrated brand campaigns that ensure all agencies deliver in the same directionPhase 1: Phase 2: Phase 3:INVESTIGATE IDEATE INTEGRATEWe immerse ourselves into We conduct brainstorms We help define the optimalthe challenge, by conducting and workshops to generate touch-points and deliver anqualitative interviews with campaign directions, integrated brand campaign,consumers and experts which we turn into detailed to an executableto generate or sharpen concept boards ready for blueprint level and inclusive ofinsight platforms. focus group validation. partner agencies referral.
  • 4. Our secret to integration lies in empowering in-house expertise with talents & agencies relevant to your challenge TALENTS NETWORK AGENCIES NETWORK From our database of 100s of Our agency database allows us to industry specialists and creative access 100s of success storiesminds, we select the ones relevant and execution ideas, which help to each integration challenge METHODOLOGY sharpen your integration plan. INSIGHTFUL EXECUTABLE FEASIBILITY TALENTS AGENCIES The talents and experts we bring Every plan undergoes a feasibility in for every project ensure our check before delivery and includesintegration work is strongly rooted a list of renown agencies ensuring in consumer and industry insights. its full execution. CLIENTS NON-CONFLICTING COST-EFFICIENTAs we gain no share of deployment Owning the campaign blueprints spend, our services optimize your gives you the freedom to selectagencies’ marketing efforts without the optimal agencies to execute, creating conflict of interests. in a time and cost efficient way.
  • 5. The power of our integration engine and how it has helped leading companies succeed 42 9 15 PROJECTS COMPLETED BRANDS (RE)LAUNCHED MARKETING DISCIPLINES 84 672 12 421 INDUSTRY TALENTS YEARS OF EXPERIENCE NATIONALITIES BRANDS SERVED 36 92 720 293 22PARTNER AGENCIES KEY CONTACTS COLLABORATORS SUCCESS STORIES AWARDSOUR CLIENTS INCLUDE:
  • 6. OUR INTEGRATION WITH Coca-Cola entered the dairy category in 2009 with its Minute Maid ‘Pulpy Super Milky’ (MM PSM). In 2010, the brand launched a new variant and repositioned its communication around the emotional benefit of an ‘Uplift’ from people sharing their ‘Moments-of-Joy’.THE BRIEF THE PITCH THE DELIVERYTo generate an Integrated Marketing Consumers to submit their Minute Within 8 days, the PR event alonePlan embracing a Digital ‘Big Idea’, Maid ‘moments-of-joy’ on-and-offline exceeded ¥ 100,000,000 in Ad Valuefueled by a Big Bang PR Launch on helium air balloons to form a with 1,300 Print & Web clipping andand National Bottler Activations. collective uplift so great that it 3,400 minutes of TV & Radio broadcast. uplifts celebrity Eason Chen and The digital campaign reached sets a Guinness World Record at 5.1 Million netizens, achieving a grand finale PR event. 567% of its KPIs.Campaign Direction: The World’s Greatest Co-Creation UpliftAgency Mix: BBH | Wwwins Isobar | Burson-Marsteller | Angle Communications | Coca-Cola Bottlers (All Regions)
  • 7. OUR INTEGRATION WITH In 2010, Kraft entered a complete new category with ‘Uguan Breakfast Bing’ on a mission to create “China’s Packaged Breakfast”. To do so, it needed to offer and communicate a new breakfast experience that would unite moms & kids across China.THE BRIEF THE PITCH THE DELIVERY To generate an Integrated Marketing ‘You Are My Sunshine’ Breakfast 300+ High Definition user-generated Plan maximizing awareness, visibility, Experience invited 2,000 influencer TV Commercials were created and and sales by delivering a new moms to join a two-day event to posted across the web to inspire breakfast journey with Kraft. reenact Kraft’s new breakfast TV new users to join Kraft’s breakfast Commercial with their kids. experience. 1,000,000 copies of the The grand winners would become breakfast song were handed in to national ambassadors for Kraft’. shoppers in-store.Campaign Direction: ‘You Are My Sunshine’ Breakfast ExperienceAgency Mix: What If Innovation | Saatchi & Saatchi | MS&L | Wildfire | Saatchi Digital | Lever Field Marketing
  • 8. OUR INTEGRATION WITH In 2010, Campbell’s launched China’s first Prepared Soup in 15 variants. They were on a mission to create “China’s Commercial Soup Category” by engaging busy moms to spend less time cooking and more time with their families by starting dinner earlier.THE BRIEF THE PITCH THE DELIVERY To generate an Integrated Marketing A 6-month word-of-mouth campaign 1,000,000 shoppers were served a Plan maximizing consideration, trial, and a 5-star shopper program to bowl of Campbell’s soup in-store with and sales for Campbell’s new soup engage busy moms in trying the ‘19lou’ social network site link to category launch. Campbell’s and share their reasons review and contribute to 5,000+ to start dinner earlier (in the form of reasons other consumers shared short stories, photos, videos uploaded to start dinner earlier with on social network sites). Campbell’s.Campaign Direction: 1,000,000 Reasons To ‘Start Dinner Earlier’Agency Mix: What If Innovation | Y&R| Wildfire | 19lou.com| Unisono Fieldmarketing
  • 9. OUR INTEGRATION WITH After becoming a global phenomenon, with over 3 million watches sold in 81 countries, ICE-Watch’s next challenge was to conquer the world’s largest watch market in 2011 – China.THE BRIEF THE PITCH THE DELIVERYTo develop an 18 months Marketing ICE-Watch 1st Integrated Brand A 4-phase marketing plan inclusivePlan inclusive of 2 Integrated Brand Campaign “Match Your Every Style” of all operational blueprints aroundCampaigns around the global brand marked the launch of the brand in 8 communication touch-points to buildpromise of “Change. You Can”. China based on the concept that awareness, consideration, and off-takes. with 100+ colors and styles of An award-winning B2B launch for the watches, ICE-Watch can match most creative retail space in the fashion any given style. category at the 2011 China Watch Fair.Campaign Direction: ICE-Watch – Match Your Every StyleAgency Mix: Creative Community | Stylist, Photographer, Film-marker | Opinion Leaders / Bloggers | PR | Digital | POS
  • 10. What our clients say about us:“Pitchen was the first agency to thoroughly investigate our challenges before jumping into solutions. Their methodology helped us conceptualize, brand, and communicate multi-million dollar projects in Europe and Asia “ including a Luxury Resort and a Fast Food Chain we are all very proud of. Benoit Gersdorff, CEO“Pitchen has been a great partner to us at Campbell Soup in China. They are truly an integrated marketing agency, as demonstrated by not only a unique ability to bring our core message into digital, social media, word of mouth, and sales activation, but importantly by constantly pushing to sharpen the “ work and approach with fresh ideas. Chris Foley, Marketing Director“Pitchen was initially invited to plan the internal PR launch of our new breakfast category for China... Yet, their passion and creativity quickly granted them the creative lead of our go-to-market strategy and its “ entire integration with 6 partnered agencies. Rosa Li, Senior Brand Manager
  • 11. Payman has led 100+ new concepts & creative campaigns for 32 brands, including 8+ years in ChinaStrength: A true marketing devotee specializing in launching new brands & categories in China marketsCareer: Ex-Omnicom Group agencies creative director & strategic planner, IMC professor at FudanRui has managed Unilevers top brands, including 5+ years of experience in ChinaStrength: Well rounded business acumen both globally & in Asia, infused into in-depth market strategyCareer: Ex-Unilever brand manager (Europe & China) and CEO of Zooom social networks (Europe)Luis has worked in both research & brand management sides of the business, including 5+ years in ChinaStrength: A capability to manage sets of agencies to ensure the delivery of complete marketing programsCareer: Ex-Nielsen Company client service for shopper studies & accounts for 7 markets in Asia.Arthur is a Chinese advertising guru, with 20+ years creating and deploying brand campaigns in ChinaStrength: Market global brands in China with extensive above-the-line and brand activation experienceCareer: A lifetime working for global advertising agencies including LOWE, JWT, and Ogilvy ChinaElinor has led multiple strategic biz-dev. initiatives & cross-industry trainings, including 5+ years in ChinaStrength: Strategic planning & consumer insights expertise leveraged for grounded business growthCareer: Ex-Shanghai Tourism Bureau business developer and independent executive coach
  • 12. For enquiries or additional information,please contact:Payman Nejati | CEOPayman@pitchen.net | (+86) 1377 43 63 253 or visit us at www.pitchen.net

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