0
#ipadapt
WiFi
Network: Venues
Password: venues123
Orchestration
Brand as organising principle
Kate Cox, Managing Partner H...
The truth about client agency relationships?
Source: Aprais
The truth about client agency relationships?
Source: Aprais
—Joined-up thinking
—True 360°brand-based comms ideas
—Speed and efficiency
—Forward planning
—But instead get more:
—Mism...
—Retainer relationships
—Strategic partnerships/business sharing
—Clarity in briefs
—One-on-one time with the client
—But ...
Brand led orchestration is the most effective
route to business success
Effectiveness success rate of each orchestration
m...
67%
54%
64% 66%
And performs well on brand metrics
Effectiveness success rate of each orchestration
model (across any soft...
Johnnie Walker: Keep Walking
Source: IPA Effectiveness Awards – Johnnie Walker (2008)
Honda: The Power of Dreams
Source: IPA Effectiveness Awards – Honda (2004)
Source: IPA Effectiveness Awards – HSBC (2010)
HSBC: The World’s Local Bank
Source: The Long and the Short of It (2013)
McDonald’s: Rebalancing brand and
activation
Fame campaigns outperform
Source: The Long and the Short of It (2013)
Fame campaigns outperform
Source: The Long and the Short of It (2013)
Axe/Lynx: Fame activates short-term sales
Source: IPA Effectiveness Awards: Axe/Lynx (2012)
Contents
— The upfront investment in time
— Pays dividends in terms of ‘in flight’ decision
making....
— .....Stakeholder managemen...
— Invest client time and resources to set an
inspirationalyet realistic vision
— Navigatethe stakeholdersupfront
— Set a c...
ADAPT: Brands as an organising principle
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ADAPT: Brands as an organising principle

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Slides from the presentation given by Kate Cox, Managing Partner at Havas Media, at the IPA's Alliances Adaptathon on October 3rd 2013.

Drawing on effectiveness case data and primary agency/client research, Kate explores how higher order brand ideas offer potential for more integrated strategic planning and agency management and reward.

For more information on ADAPT visit http://www.ipa.co.uk/adapt.

Published in: Business, Technology
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Transcript of "ADAPT: Brands as an organising principle "

  1. 1. #ipadapt WiFi Network: Venues Password: venues123 Orchestration Brand as organising principle Kate Cox, Managing Partner Havas Media
  2. 2. The truth about client agency relationships? Source: Aprais
  3. 3. The truth about client agency relationships? Source: Aprais
  4. 4. —Joined-up thinking —True 360°brand-based comms ideas —Speed and efficiency —Forward planning —But instead get more: —Mismatched timelines —In-fighting —Short-term tactical one-offs —Reactive responses Clients want more: Source: Aprais
  5. 5. —Retainer relationships —Strategic partnerships/business sharing —Clarity in briefs —One-on-one time with the client —But instead get more: —Projects —Supplier relationships —Cross-agency, chaotic melting pots Agencies want more: Source: Aprais
  6. 6. Brand led orchestration is the most effective route to business success Effectiveness success rate of each orchestration model (across any hard business metric) Source: New Models of Marketing Effectiveness: From Integration to Orchestration
  7. 7. 67% 54% 64% 66% And performs well on brand metrics Effectiveness success rate of each orchestration model (across any soft/ brand metric) Source: New Models of Marketing Effectiveness: From Integration to Orchestration
  8. 8. Johnnie Walker: Keep Walking Source: IPA Effectiveness Awards – Johnnie Walker (2008)
  9. 9. Honda: The Power of Dreams Source: IPA Effectiveness Awards – Honda (2004)
  10. 10. Source: IPA Effectiveness Awards – HSBC (2010) HSBC: The World’s Local Bank
  11. 11. Source: The Long and the Short of It (2013) McDonald’s: Rebalancing brand and activation
  12. 12. Fame campaigns outperform Source: The Long and the Short of It (2013)
  13. 13. Fame campaigns outperform Source: The Long and the Short of It (2013)
  14. 14. Axe/Lynx: Fame activates short-term sales Source: IPA Effectiveness Awards: Axe/Lynx (2012)
  15. 15. Contents
  16. 16. — The upfront investment in time — Pays dividends in terms of ‘in flight’ decision making.... — .....Stakeholder management — .....Internalintegrationof all disciplines — .....And cross agencycollaboration A pragmatic approach to orchestration? Source: New Models of Marketing Effectiveness: From Integration to Orchestration
  17. 17. — Invest client time and resources to set an inspirationalyet realistic vision — Navigatethe stakeholdersupfront — Set a clear scope of work for the project, each agencyand internaldivision — Incentivisecollaboration,financiallyif possible The route forward? Source: New Models of Marketing Effectiveness: From Integration to Orchestration
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