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. …

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.

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  • 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