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Ssvn Credo 2007

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    • 1. Agency Credentials S AATCHI & S AATCHI Work That Works
    • 2. Our Philosophy and Approach Our Network Our Thinking Our Work And How Can We Work Together… In The Next Hour…
    • 3. S AATCHI & S AATCHI THE IDEAS COMPANY
    • 4. THE POWER OF & S AATCHI & S AATCHI
    • 5. SAATCHI & SAATCHI has set itself a big, provocative and ambitious challenge – to become a hothouse for world changing ideas. We believe in the power of great ideas and their ability to transform the business, brands and reputations of our clients.
    • 6. We will never be limited to just traditional advertising in resolving our clients problems We believe it is less about how advertising can deliver information We believe in how an idea can create and nurture strong relationships between brands and their users. As an Ideas company S AATCHI & S AATCHI
    • 7. The Saatchi & Saatchi worldwide network is owned by the Publicis Groupe S.A. 7,000 ideas people work for Saatchi & Saatchi. 134 offices in 84 countries. . Media networks: ZenithOptimedia , the StarCom Mediavest Group S AATCHI & S AATCHI
    • 8. Our Five Golden Rules 1 Never settle for second best 2 Surround yourself with the best people 3 Work with clients who are equally passionate 4 Reward consumers with great ideas 5 Believe that nothing is impossible
    • 9.  
    • 10. So what has love got to do with it?
    • 11. A Lovemark is a product, service or entity that inspires loyalty beyond reason
    • 12. The Power Of Emotions
      • Humans are powered by emotions, not by reason
      • The essential difference between emotions and reasons is that emotion leads to action while as reason leads to conclusion.
    • 13. Human Emotions
      • Primary Emotions :
      • Joy
      • Sorrow
      • Anger
      • Fear
      • Surprise
      • Disgust
      • Secondary Emotions
      • Love
      • Guilt
      • Shame
      • Pride
      • Envy
      • Jealousy
      • Hate
    • 14. Why Is Love So Powerful?
      • Because you can not buy, sell, command or demand LOVE. Love can only be given
      • The only thing that the more we give, the move we have
      • Takes time to build
    • 15. Love/Respect Axis SAATCHI BRAND NAVIGATOR
    • 16.  
    • 17.  
    • 18.  
    • 19.  
    • 20.  
    • 21. HARLEY
    • 22. SUZUKI HARLEY
    • 23.  
    • 24.  
    • 25. LEVI’S
    • 26. LEVI’S WRANGLER
    • 27. What is the difference?
      • Brand
      • Information
      • Recognized by consumers
      • Generic
      • Narrative
      • Promise of quality
      • Symbolic
      • Defined
      • Statement
      • Attributes
      • Values
      • Professional
      • Ad Agency
      • Lovemark
      • Relationship
      • Loved
      • Personal
      • Love Story
      • Touch of Sensuality
      • Iconic
      • Infused
      • Story
      • Mystery
      • Spirit
      • Passionately creative
      • Ideas Company
    • 28. LOVEMARKS Hanoi Cha Ca La Vong
    • 29. What do these brands have in common?
    • 30. Key Ingredients of Love Mystery Sensuality Intimacy
    • 31. Mystery
    • 32. What Gives The Sense Of Mystery?
      • Great stories
      • Past, presents, futures
      • Taps into dream with secret ingredients
      • Myths and icons
      • Inspiration with magic results
    • 33. Sensuality
    • 34. Sensuality Is Created By
      • Sight
      • Sound
      • Smell
      • Touch
      • Taste
    • 35. Intimacy
    • 36.
      • Commitment
      • Empathy
      • Passion
      Can be built with
    • 37. WHY LOVE?
      • Because:
      Love is beyond reason Love forgives Love protects
    • 38. Lovemarks ©
      • Deliver loyalty BEYOND reason.
      • Create deep emotional connections.
      • Deliver long term sustainable value.
      • Stand out from the competition.
      • Avoid the commodity trap.
    • 39. KHI YEÂU TRAÙI AÁU CUÕNG TROØN Beauty is in the eyes of the beholder
    • 40. REMEMBER …
      • Mystery dissolves with too much technical explanation.
      • Sensuality is killed by arrogance and distance.
      • Intimacy does not exists where there is no dialog and no contact.
      • Love dies without reaffirmation and re-fueling.
    • 41. Unknown Known Known for something Known for things that are different Known for good things Known for things that I care about Source: Harvard Business School Advocacy Beware the differentiation trap
    • 42. To Meet Your Objective We Need To Become Known For Something People Care About … Respect Known Known for something Known for something good or different Known for something I care about A brand I identify with Love Unknown S AATCHI & S AATCHI
    • 43.  
    • 44. We live in the Screen Age : The screen has stepped out of the living room into our pockets, our hands, our offices, our cars, our stores, our streets… We’re never more than an arms length away from a screen. Screens are converging. TVs are becoming more game-like, mobile phones more movie-like, and technology more human-like.
    • 45. Sisomo is : where technology marketing and creativity intersect where art meets science where emotion meets technology the creation of on-demand, on the go, idea-driven screen content The advertising renaissance
    • 46. ATTRACTION ECONOMY
    • 47. ATTENTION ECONOMY  ATTRACTION ECONOMY DIRECTION  CONNECTION ONE-TO-MANY  MANY-TO-ONE REACTIVE  INTERACTIVE CUT-THROUGH MESSAGES  ENGAGING CONTENT HEAVY USERS  INSPIRATIONAL CONSUMERS PRODUCT PLACEMENT  CONSUMER EXPERIENCES LARGER-THAN-LIFE  CLOSER-TO-MY-LIFE WHAT YOU NEED  WHAT I WANT
    • 48. CREATIVE & EFFECTIVE Across Asia
    • 49. ACROSS ASIA S AATCHI & S AATCHI Presence in Asia since 1985. One of the largest networks in the region, largest in China. Depth of Saatchi & Saatchi experience in expatriate staff combined with a very strong local presence in every office. Regional billings have increased by 15% in past year. Top 6 clients are Toyota/Lexus, P&G, HP, Mead Johnson, United Overseas Bank, Diageo
    • 50. BIG IDEAS FOR BIG BRANDS
    • 51. SAATCHI NETWORK TRIBE SESSIONS OUR 10 POINT TRIBAL PROCESS: Tap into the Saatchi network for the best creative talent with knowledge of your category. Invite them to Singapore for a week of Saatchi Tribes. (working late nights, Pizza & beer) All sessions include Planner, Account Service and multiple creative teams. Ground the session with the brief and foundations of the brand: attributes, benefits, personality, POV, etc Share any research or or insights to fuel tribe discussions. Determine key drivers & product truths. Agree a core brand proposition. Develop creative work to road test the strategy. Test the power of the ideas with Creative Compass. Take the approved thematic idea into on the ground activation ideas.
    • 52. THEMATIC ACTIVATION
        • Beyond ATL, to achieve truly integrated communications, the
        • brand idea must resonate across all mediums.
    • 53.  
    • 54. CREATIVE & EFFECTIVE
    • 55. How We Work S AATCHI & S AATCHI O bjective I ssue I nsight C hallenge
    • 56. We Take The Time To Understand The People We Want To Connect With S AATCHI & S AATCHI
    • 57. Our Approach Is To Empty Our Heads Of What We Think We Know … 5% We Know 15% We Know We Don’t Know 80% We Don’t Know We Don’t Know S AATCHI & S AATCHI
    • 58. Using Any Number Of Tools To Help Us Discover What We Don’t Know We Don’t Know
      • Detonating
      • Xploring
      • Rollercoaster
      • Brand Onion
      • Brand Axle
      • One Word Equity
      • Masterbrands
      S AATCHI & S AATCHI
    • 59.
      • RETAIL
      • Retail Marketing
      • Shop as medium
      • Promotions
      • Trade marketing
      • BRAND
      • Brand campaigns & advertising
      • Full creative and production
      • INTEGRATED
      • Interactive
      • Direct Marketing
      • Packaging, collateral
      • Corporate identity
      • Events/Exhibitions
      S AATCHI & S AATCHI Providing Fully Integrated Ideas Company S AATCHI & S AATCHI
    • 60. Tribe Case Study: Making HP Inspirational for The Arts H Y P E
    • 61.
      • Objective
      • Make HP more relevant to younger consumers.
      • Insights
      • Singapore is embracing the arts and culture more than it ever has.
      • Young Singaporean artists, designers are a tight-knit community driven by their art – and are anti-establishment.
      • They are not impressed by traditional marketing and many are cynical of corporations and corporate cultures like that of HP.
      • Issue
      • HP was considered a gray, corporate brand that was best known for making reliable laser printers rather than savvy intuitive technology. As a result, HP needed a communication campaign to shift this perception.
      • Challenge
      • To make HP credible with young Singaporean artists, designers and photographers….the opinion leaders of the art world.
    • 62. Activation On ground HYPE Gallery An art exhibition created for the design community, by the design community. Included digital art both online and the real world. They provide the work, HYPE provides the blank space to showcase their ideas in large format color printouts. By doing this HP created an ownable property.
    • 63. The Work
    • 64. HYPE ON-LINE
    • 65. The Results 707 artwork submissions were received and hypegallery.com.sg had over 122,000 hits and 6,400 unique visitors, gathering interest from 20 countries. . Rating of the HYPE Program as good or excellent overall was 96%; in terms of quality, 86%, and as a concept, a resounding 98%. 100% of all surveyed target audience recommended the gallery to their friends and family. Even without corporate HP branding, 96% of those surveyed were aware of HP’s involvement in the HYPE program. The HYPE Gallery was successful in building awareness and credibility of HP’s imaging products with younger users. HP Post-Event Report, 2005
    • 66. VIET NAM S AATCHI & S AATCHI
    • 67.
      • Representative Office opened Feb 1995 / 1st Joint Venture license October 1999 / 80 employees / One of the largest Agencies in Vietnam / Most creative Agency in Vietnam
      S AATCHI & S AATCHI The only place on Earth that you can have four for the price of one: Publicis for Network Support; Saatchi for Creativity and local insights; Zenith OptiMedia for Volume strength, skills and relationships; Venus Communication for Best PR & BTL shop.
    • 68. S AATCHI & S AATCHI Our People because an agency’s greatest resource is its people. More than 90 passionate individuals. A mix of Vietnamese and expatriates. A melting pot of experience and passion.
    • 69. Steve Hough
      • The most awarded ECD in Vietnam so far.
      • Start career with Saatchi London in 1988 as copywriter
      • 1995-now: Asia-Pacific experience in HongKong, NZ, Singapore & Malaysia
      • Won some of the world’s top advertising awards, including a D&AD Silver Pencil (UK) and a One Show Gold Pencil (USA).
      • According to the Campaign Brief Asia magazine, last year Steve was ranked the second most awarded writer in Asia.
      • In June, Steve brought home for Saatchi the most sought after advertising award in the world - A Cannes Gold Lion for his work on Amnesty International
      Executive Creative Director S AATCHI & S AATCHI
    • 70. John Childerhouse
      • “ The Quiet Briton”
      • Previously worked as Creative Director in Europe and Australia.
      • From 2001-2003 worked as Creative Director for Leo Burnett Vietnam.
      • Joined Saatchi Vietnam in December 2003.
      • Won major creative awards including Clio, Cannes and Australian Award Showa…
      Creative Director; Team 2 S AATCHI & S AATCHI
    • 71. Thien Thanh Strategic Planning Director -
      • 9 years in advertising. Long term working experiences:
        • Automobile
        • Insurance
        • Beer
        • Shampoo
        • Beverage
        • Nutritional products
        • IT products
        • Food Seasoning
      S AATCHI & S AATCHI
    • 72. Hoang Dao Hiep Account Director You won’t see Hiep’s picture because he is always “ behind the curtain” of your success and meeting him in person is more fun.
      • Graduated from the Hanoi University of Industrial Arts, interior designer & painter. Working experiences on:
        • Mobile networks
        • Beers
        • Beverage
        • Electronics
        • Construction Materials
        • Government projects
      S AATCHI & S AATCHI
    • 73. Hoang Mai Huong
      • The first Vietnamese advertising Managing Director, Saatchi & Saatchi (JV) Vietnam. Joined Saatchi 1995.
      • Harvard MPA, BA International Journalism, Moscow
      • Senior Press Officer, Ministry of Foreign Affairs
      • Extensive business & Government contacts
      • Extensive advertising experience: P&G, Toyota, Tiger, BP, Foster’s, National Panasonic…
      • Chairman of Sao Hom (Venus) PR
      CEO S AATCHI & S AATCHI
    • 74. A Vietnamese Agency
      • By Culture
      • By Philosophy
      • By Way of Thinking
      • By Laws
    • 75. The Mom & Pop SuperStore
    • 76. What’s The Atmosphere? “ Nothing is Impossible”. Chaotic but the food arrives miraculously on time. Fun and warm. Creativity rules. Strong flavor of dedication. Driven by Vietnamese Insight. Food for thoughts everywhere. Expensive—just the air. Permeated with stubbornness (protecting our idea). Everyone talking at the same time. S AATCHI & S AATCHI
    • 77.
      • “ Don’t offer your customers things you wouldn’t eat”
      • We are not a supplier, we do not sell a plate. We share our meals and warmth with customers, giving them not just what they want but what is good for them.
      S AATCHI & S AATCHI
    • 78. Some examples… S AATCHI & S AATCHI - THE WORK
    • 79. VINAPHONE A Case Study For Holistic Brand Re-Launch
    • 80. Always By Your Side, Wherever You Go
    • 81.
      • VinaPhone was the biggest nationwide GSM mobile network - broadest coverage & most subscribers, but vulnerable due to lack of quality investment for image building.
      • More and more subscribers were leaving the network. Market share decreased from 62% to 45% in two years. By end of 2005, with only 38% market share, VinaPhone became the runner up to its rival MobiFone.
      The Situation VinaPhone was CLOSE to consumers physically (coverage, strong networks) but DISTANT to them emotionally (no emotional hooks). On top of that, people linked them with “bureaucrat”, “no-news”, “giant monopoly” rather than a “service”. Map out the strategy that will… (1) Re-launch the brand: To regain VinaPhone as the leading mobile network via brand building., maintain awareness amongst loyalists (2) Stop the sliding sales, maintain current subscribers and recruit new subscribers. The Issue The Objective
    • 82. The Insight
      • Everyone likes the feeling of being sure that the mobile network is always there. The signal of the network availability follows you everywhere, it’s so close to you that sometimes you don’t notice it.
      • Between people are different distances. The Vietnamese always share the emotions to the ones that are CLOSER to them, physically and/or emotionally.
      The Challenge Bring VinaPhone closer to people by making them FEEL the Presence of VinaPhone always.
    • 83. What have been done? A Holistic Plan for re-launching the brand VinaPhone to maximize awareness of the New VinaPhone, by communicating through: - Image Line: Make people feel the new image of VinaPhone which is close to Vietnamese emotionally with: New Thematic TVC, New Thematic Prints; and Totally New Brand Identity; - Product Line: Emphasize the physical benefits from VinaPhone as the leading network: ATL & BTL for Cheaper Block Charge; New Prefix; Ring-back Tones; Loading Kit; VAS… - Promotion Line: Recruit new users, at the same time retain current users by attractive promotions & trade deals. The Brand Idea Always by your side, wherever you go
    • 84. The New Identity of VinaPhone
    • 85. New Thematic TVC “Poem”: We are the first and only agency created a Vietnamese Poem for a re-launch copy, with background music by hot composer Quoc Trung. The TVC was a big hit as a signature of contemporary, modern, hi-tech features of a leading mobile network with the Vietnamese spirit.
    • 86. Scratch & Win Promo TVC: “Nail”
    • 87. Scratch & Win Promo TVC: “Key”
    • 88. New Prefix 094 TVC: “Fishing”
    • 89. New Prefix 094 TVC: “See Saw”
    • 90. New Prefix 094 TVC: “Taking Photo”
    • 91. Highlights on MEDIA Magazine November 2006 “VinaPhone targets youth” – The first Vietnamese brand to have such an exposure.
    • 92. Prepaid Promo TVC: “Celebrate Friendship” - Part 2
    • 93.  
    • 94.  
    • 95.  
    • 96.  
    • 97. Print Campaign for new prefix 094 / Prints, Posters, Wall Stickers; Postcards, Handset Holders… – The print execution made 094 famous by creating an actual “visual game” for viewers to stay longer with the ad.
    • 98. The Promotion Campaign “Celebrate Friendship” / TVC, Prints, Posters, Banners, Streamers, Web Banners… – VinaPhone is the first to do the “member-get-member” mechanism for mobile network. The campaign was very successful that VinaPhone decided to extend to “Friendship Part 2” and even ‘Friendship Part 3”.
    • 99. The Promotion Campaign “Scratch” / TVC, Prints, Posters, Banners, Streamers, Web Banners… – The campaign stood out by its unique execution when running at the same time and very similar mechanism with competitors.
    • 100. The Product Campaign “Tic-Tac” for the 1sec block charge / Animations, Prints, Posters, Banners, Streamers, Web Banners, Postcards, Stickers, Leaflets… – The campaign has altogether 20 pieces of arts in different styles.
    • 101. “ Fighting with Numbers” Print: “Judo”
    • 102. “ Fighting with Numbers” Print: “Boxing”
    • 103. “ Fighting with Numbers” Print: “Sumo”
    • 104. Again, we made it… Highlights on MEDIA Magazine October 2006 “VinaPhone gets funky with numbers to strengthen youth appeal” – The first Vietnamese brand to have such an exposure.
    • 105. Highlights on MEDIA Magazine November 2006 “VinaPhone targets youth” – The first Vietnamese brand to have such an exposure.
    • 106. Poster from the current campaign for RingTunes (Ring-back tone service) with interactive activities.
    • 107. “ The More You Share Emotions, The More Chances to Win A Car” Promo Print
    • 108. The Results
      • Maintain absolute TOM awareness.
      • Likeability: Tracking info not yet available but the VinaPhone communications received good feedbacks from consumers.
      • Record-breaking sales ever among all MTSPs: maximum 80,000 Daily Subscription, minimum 12,000. Net growth of active subscribers achieved 700,000 for the last 3 months (highest among all MTSPs).
      • Regained the leading market share vs. MobiFone: VNPT October 2006 Report of its 2 networks’ active subscribers account for 72% MS in which VinaPhone got 37.5%.
    • 109. A Look Back to VinaPhone old ads before…
    • 110. S AATCHI & S AATCHI - THE WORK – S-FONE - MUTE LOVE
    • 111. S AATCHI & S AATCHI - THE WORK – AIA – MY FUTURE
    • 112. S AATCHI & S AATCHI - THE WORK – HALIDA - REUNION
    • 113. S AATCHI & S AATCHI - THE WORK – HALIDA – FIRST GOAL
    • 114. S AATCHI & S AATCHI - THE WORK – HALIDA – SMS LOVE
    • 115. S AATCHI & S AATCHI - THE WORK – CNCF - BABY
    • 116. S AATCHI & S AATCHI - THE WORK – CNCF - PRISON
    • 117. S AATCHI & S AATCHI - THE WORK – CNCF - MONSOON
    • 118. S AATCHI & S AATCHI - THE WORK – NESTLE - HANDS
    • 119.  
    • 120.  
    • 121.  
    • 122.  
    • 123. Our Pride & Glory
    • 124. number one in creativity S AATCHI & S AATCHI
    • 125. We are the first to put Vietnam on the creativity map of the world S AATCHI & S AATCHI
    • 126.
      • The most awarded International agency in Vietnam
      • In 1999, 13 International awards were won by agencies based in Vietnam - Saatchi & Saatchi won 12 of them.
      • Ranked by Campaign Brief Asia as the Number 31 most creative Agency in the region, no other Vietnamese Agency made the list.
      S AATCHI & S AATCHI
    • 127. number one in effectiveness S AATCHI & S AATCHI
    • 128.
      • Creativity is not our only passion, we also strive to make effective advertising.
      • Effectiveness is born from a deep understanding of the Vietnamese consumer and developing advertising around these insights.
      • For our advertising to be effective, it needs to single-minded, simple, memorable, impactful, whilst communicating the brand benefit and building this equity.
      • When our clients succeed, we succeed also.
      S AATCHI & S AATCHI
    • 129. The Strategic Planning Process THE SOLUTION THE IDEA THE INSIGHT THE CHALLENGE Client Briefing Strategy Situation Analysis Execution S AATCHI & S AATCHI
    • 130. creativity = effectiveness Competitive advantage for our clients S AATCHI & S AATCHI
    • 131. media buying power S AATCHI & S AATCHI
    • 132. Media Buying Power
      • Our client can benefit from our great media brand Zenith OptiMedia.
      • Zenith OptiMedia is a global media expert and is part of Publicis Group.
      • In Vietnam Zenith OptiMedia operates as part of Saatchi & Saatchi Vietnam, handling buying media for all our clients with a second largest volume in Vietnam.
      • Zenith OptiMedia is a name that guarantees quality in effective media planning, data analyzing and efficient media buying, ensuring greater synergy between planning & buying.
      • We guarantee the best service, maximum possible discounts and full transparency to our clients and best payment terms.
      • We plan and buy media for some of Vietnam’s biggest advertiser’s: P&G, Nestle, Tan Hiep Phat brands, IBD brands…
      S AATCHI & S AATCHI
    • 133.
      • Best in class creative product that will build your brand equity and drive sales.
      • We have deep understanding and appreciation of the local culture and consumer habits which we effectively translate into relevant marketing and advertising strategies.
      • Strong history for creating highly effective advertising.
      • Very experienced International and Local advertising professionals that will be managing your advertising business, with direct experience in the category in Vietnam.
      • We are a major media buying power in this market place with the highest quality foreign expertise and tool.
      • We are the Advertising Agency with a JV License which provides unique financial advantages for your business.
      • We are committed as an organization to the Vietnam market and plan to grow as our clients do.
      • We are empowered by a great network to demonstrate our commitment and ability to build your business.
      • We are fun to hang out with.
      • WE BEGIN TO LOVE FPT.
      WHY S AATCHI & S AATCHI ?
    • 134. thank you S AATCHI & S AATCHI

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