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Romann Group
 

Romann Group

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    Romann Group Romann Group Presentation Transcript

    •  
    • the romann group creative passion , intellectual energy
    • Advertising must rage with originality
      • Y ou can’t win a war unless you understand human nature
      Colin Powell
    • the romann group is
      • an agency whose signature is the creation of ownable brands and successful campaigns
      • our campaigns are based on human-centered ideas … brandable concepts that grow from a mature understanding of all types of consumers
    • the shortest distance between strategy and execution is at the romann group
    • Look Who’s Talking
      • Gad Romann Creative Director
      • David Katz SVP, Account Services
      • Vicki Lesser SVP, Brand Strategy
      • Valeria Van Brummelen Strategic Planner
      • Alex Laskey Research Analyst
    • the romann group
              • connects the functions of brand building, mass advertising, and direct marketing into seamlessly integrated marketing
    • Developing Brand Strategy
      • What do we look at?
      • What do we ask?
        • Marketplace
        • Industry
        • Consumers
        • Product
        • Competitors
      • Marketplace
      • Industry
      • Consumers
      • Marketplace
      • Industry
      • Consumers
      What can you own? How can you own it?
      • Relationships
      • Consumer life themes
      • Academic research
      • Primary and secondary research
      • Brand Strategy
      • Positioning
      • What can you own
    • HOW we think...
      • it’s become intellectually proper to acknowledge that people can have deep relationships with brands. Even the most serious academics and the most acute existentialists now acknowledge that brands become anthropomorphized. They enter our lives to either enhance or dissolve other relationships
      • — Gad Romann in Salon Magazine
    • Great Campaigns are intrinsically likeable
    • Great campaigns are ...
      • intrinsically likeable
      • visual rather than verbal
      • encourage engagement
              • in terms relative to consumers
    • Notable Features of Great Campaigns
      • In every case they manage to
        • hold viewers attention
              • by offering a reward for watching
        • be engaging, informative, entertaining, and relevant
      • advertising is totally ineffective
      • unless some people are at least willing to look at it
      • this is one of the reasons advertising is such a difficult art
    • Our Process
    • Creative Process Overview
      • Input
      • Project briefing
      • Business background/ Situation analysis
      • Research
      • Output
      • Marketing objectives & strategies
      • Brand personality
      • Consumer insights
      • Creative strategy
      • Television
      • Casting/wardrobe
      • Location scouting/set design
      • Pre-production meeting
      • Shooting
      • Editing
      • Rough cut
      • Record & Mix
      • Print
      • Casting/wardrobe
      • Location scouting/set design
      • Pre-production meeting
      • Shoot
      • Retouching
      • Engraving
      • Proofing
      • Input
      • Develop/approve rough concepts
      • Storyboard/comp development
      • Input
      • Pre-bid meeting
      • Bid/award job
      • Production schedules
      • Cost estimates
      Strategic Development Creative Development Pre-production Production Finished Execution
    • Strategic Development Process Overview Phase I Input Phase II Output Strategic Planning Leads Development of Business Background/ Situation Analysis Strategic Planning Supervises Primary research Client Briefs Agency Account Management Leads the Development of Marketing Objectives & Strategies Strategic Planning Leads the Crafting of the Brand Personality Strategic Planning Leads the Analysis of Customer Insights Account Management Spearheads Development of the Creative Brief
    • Creative Development Process Overview Phase I Input Phase II Output Account Management Leads Briefing of the Creative Teams Creative Director Leads the Develop-ment of Creative Concepts Client Reviews Concepts & Selects One for Additional Development Creative Director Supervises Development of tight comps/ storyboards
    • Pre-Production Process Overview Phase I Input Phase II Output Account Management Leads Briefing of the Creative Teams Agency Production Arranges Pre-bid Meeting to Establish Production Parameters Production Triple Bids Job, and Develops Estimates and Timetables Client/account Management/ Creative Select Vendor And Award Job
    • Television Production Process Overview Phase I Preparation Phase II Production Account Management Leads Briefing of the Creative Teams Agency Production Arranges Pre-bid Meeting to Establish Production Parameters Production Triple Bids Job, and Develops Estimates and Timetables Client/Account Management/ Creative Select Vendor And Award Job
    • Television Production Process Overview Phase I Preparation Phase II Production Production company/ Director in partnership With Agency creative Select casting, Wardrobe, locations And sets. Production company/ Director develop Shooting board. Production Company/ Director Organize pre- Production Meeting to get Client buy-in on production Details Creatives Supervise Shoot Creatives Supervise Editing Client Reviews Rough Cut Creatives Supervise Final Record And Mix
    • Print Production Process Overview Phase I Preparation Phase II Production Production Organizes Pre- Production Meeting to Get Client Buy-in On Production Details Creatives Supervise Shoot Creatives Supervise Retouching Client Approves Art Production Develops Mechanical Production/ Creative Supervises Engraving and Proofing Agency Creative/ Production Selects Casting, Wardrobe, Locations and Set
      • Negotiations
      • Merchandising
      • Buy
      • Post measurement
      Media Process Overview
      • Budgets
      • Goals
      • Objectives & Strategies
      • Tactics
      • Flowcharts
      • Sizes
      • Vehicle selection
      Strategic Development Finished Plan Media Strategy Implementation Media Plan Development
      • Reconciliation based on actual expenses
      Billing Process Overview
      • Projected costs based on job specs
      • Signed by Client prior to the beginning of work
      • Revised if changes result in costs more than 10% over estimate
      • Bill to estimate
      • Client budget guidelines
      Budget Estimate Reconciliation Invoices
      • our creative passion and intellectual energy
              • attracts the best minds and talent who come up with ideas that work
    • CA Observations
    •