Ukrainian Market Ad Process Specifics
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Ukrainian Market Ad Process Specifics

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Ukrainian Market Ad Process Specifics Presentation Transcript

  • 1. Destination Strategy
  • 2. Advertising. This is what we do
    Irritates,
    when it’s…
    BORING
    LONG
    WRONG TIME/PLACE
    MONOLOGUE
    GIVES NO BENEFIT TO ME
    Accepted,
    When it’s…
    AMUSING
    SHORT
    RIGHT TIME/PLACE
    DIALOGUE
    GIVES BENEFIT TO ME
    Creative Agency task
    Media task.
    Our Expertise
    Advertiser’s & Creative Agency task
  • 3. Civilized Advertising Process
    How it works?
  • 4. CommunicationAgency
    Whatto advertise
    Howto advertise
    Information goes to…
    Media
    Agency
    Whereto advertise
  • 5. What? How? Where?
    Approach
    ‘Thinking outside of the box is difficult for some people. Keep trying.’
  • 6. Advertising Strategy
    What to advertise
    Brand, Idea, Creative materials
    How to advertise
    Communicational Strategy: Destination, Tone of voice, motivations etc.
    Where & Which way to advertise
    Media choice, media strategy, tactics etc.
  • 7. And what about Ukraine?
    ‘Licking your paws is just the first step. After that, you need to use a good antibacterial body wash, then an exfoliating herbal facial scrub, followed by avocado moisturizing cleanser ….’
  • 8. Developing Market
    “Under-developed Brands” *: not rare
    Short Market Advertising History
    Requirements: not that high yet
    Lack of professionals in marketing and advertising
  • 9. We are learning yet
  • 10. Advertising Process
    So, how it works in Ukraine?
  • 11. Comm. Agency = Creative Agency**
    Whatto advertise
    How
    Often no need in “Communication Strategy” as client doesn’t understand “WHY”
  • 12. Comm. Agency = Creative Agency**
    Whatto advertise
    How
    Information goes to…
    Media
    Agency
    Whereto advertise
  • 13. Whatto advertise
    Someone has to keep attention on it..
    How to advertise
    Communicational Strategy: Destination, Tone of voice, motivations etc.
    Whereto advertise
  • 14. Why not us?
    ‘Cats – the fragrance for dogs who dare to be different!’
  • 15. What if Media Agency would …
    • know a bit more about the brand?
    • 16. care a bit more about the brand?
    • 17. understand the brand a bit better?
  • To know, care & understand the BRAND
    Would it be cool, fun & more effective?
    ‘I don’t know what causes global warming, but I’ve noticed it always gets a lot warmer when I pee.’
  • 18. Elephants can’t fly. Definitely.
    Media Agency can’t become Creative & Communication agency
    And there is no need to
    But what if…
  • 19. Not Intruding existing space, but…
    Creating
    New Opportunities
    ‘I said I’m looking for a date who is soft, sweet and a little bit nutty. They matched me with a loaf of banana bread.’
  • 20. Media Strategy Today
    Exciting
    Easy to present
    Thrilling
    Easy to remember key points
    Provoking
    Written to be understood
    Involving
  • 21. ‘Try this –
    http://www.somebody-feed-us.com.’