ADAPT: Brands as an organising principle
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

ADAPT: Brands as an organising principle

  • 395 views
Uploaded on

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

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.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
395
On Slideshare
395
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
4
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. #ipadapt WiFi Network: Venues Password: venues123 Orchestration Brand as organising principle Kate Cox, Managing Partner Havas Media
  • 2. The truth about client agency relationships? Source: Aprais
  • 3. The truth about client agency relationships? Source: Aprais
  • 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. —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. 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. 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. Johnnie Walker: Keep Walking Source: IPA Effectiveness Awards – Johnnie Walker (2008)
  • 9. Honda: The Power of Dreams Source: IPA Effectiveness Awards – Honda (2004)
  • 10. Source: IPA Effectiveness Awards – HSBC (2010) HSBC: The World’s Local Bank
  • 11. Source: The Long and the Short of It (2013) McDonald’s: Rebalancing brand and activation
  • 12. Fame campaigns outperform Source: The Long and the Short of It (2013)
  • 13. Fame campaigns outperform Source: The Long and the Short of It (2013)
  • 14. Axe/Lynx: Fame activates short-term sales Source: IPA Effectiveness Awards: Axe/Lynx (2012)
  • 15. Contents
  • 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. — 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