Ukrainian Market Ad Process SpecificsPresentation Transcript
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
CommunicationAgency Whatto advertise Howto advertise Information goes to… Media Agency Whereto advertise
What? How? Where? Approach ‘Thinking outside of the box is difficult for some people. Keep trying.’
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.
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 ….’
Developing Market “Under-developed Brands” *: not rare Short Market Advertising History Requirements: not that high yet Lack of professionals in marketing and advertising
We are learning yet
Advertising Process So, how it works in Ukraine?
Comm. Agency = Creative Agency** Whatto advertise How Often no need in “Communication Strategy” as client doesn’t understand “WHY”
Comm. Agency = Creative Agency** Whatto advertise How Information goes to… Media Agency Whereto advertise
Whatto advertise Someone has to keep attention on it.. How to advertise Communicational Strategy: Destination, Tone of voice, motivations etc. Whereto advertise
Why not us? ‘Cats – the fragrance for dogs who dare to be different!’
What if Media Agency would …
know a bit more about the brand?
care a bit more about the brand?
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.’
Elephants can’t fly. Definitely. Media Agency can’t become Creative & Communication agency And there is no need to But what if…
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.’
Media Strategy Today Exciting Easy to present Thrilling Easy to remember key points Provoking Written to be understood Involving