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Advertising in the Wild
 

Advertising in the Wild

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Presentation given to marketing majors at Ohio State University.

Presentation given to marketing majors at Ohio State University.

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    Advertising in the Wild Advertising in the Wild Presentation Transcript

    • ADVERTISING IN THE WILD Bo Reisigner Account Supervisor Allison Wettling Account Manager Chris Barbee Brand Planner
    • MEETING OBJECTIVES what is account management elements of daily tasks what is account planning elements of daily tasks the brief in action
    • It’s Not Fair Creatives Account Managers Planners OpenMind!
    • Let’s Change It! Creatives Responsibles Intelligents OpenMind!
    • Being “Strategic” Is a Frame of Mind Creatives Responsibles What? What if? When? How much? Intelligents How? Why? OpenMind!
    • SOME BRANDS BADGE Branding is what makes you want to put Nike on your feet, Disney in your vacation, and Haagen Dasz in your refrigerator. David Shore OpenMind!
    • Thinking Through: What are We Trying to Achieve? BUSINESS OBJECTIVE MARKETING OBJECTIVE COMMUNICATIONS OBJECTIVE OpenMind!
    • Thinking Through: What are We Trying to Achieve? “A problem well-stated is a problem half solved” Charles Kettering OpenMind!
    • Arriving at a “Killer Objective” Think About… “I want to be part of that.” “Tell me more.” “That reminds me…” What Type Of Response Do We Want? “Wow. That’s surprising.” “I knew I was right.” “Sharing!!” “…Adding to the to-do list.” “Time to eat!” And, perhaps… Is anything happening in culture that can help us? When we look at the world and society, can we use anything to give our effort more energy? Is there a wave we can catch? A point of tension we can leverage? An opportunity we can exploit? OpenMind!
    • THE STRATEGIC PROCESS The The Business The Creative Communications Objective Idea The Objective The Marketing Communications Execution Objective Strategy What’s a What must our powerful way to How will we campaign do to communicate make more achieve our goal? our message? money? How do we What must express What’s a marketing our powerful way to accomplish to creative idea achieve our achieve the in different objective? business media? objective? “Choice of a New de-position “The steal market Generation” Real Thing” as share from Coke position Pepsi as the old thing “Pop star anthems” a younger increase volume alternative 3% OpenMind!
    • When Things Fit Together… Good Stories Work In Multiple Formats OpenMind!
    • ACCOUNT PLANNER BRAND PLANNER STRATEGIC PLANNER STRATEGIST
    • ACCOUNT PLANNER BRAND PLANNER STRATEGIC PLANNER STRATEGIST
    • VOICE OF THE CONSUMER
    • Before Account Planning Client before planning Account Director Creative n Advertising Research
    • After Account Planning Client with planning Account Planner Account Director n Advertising Creative
    • An Insight Where do insights come from? deliverable: insight
    • EMPATHY
    • iverable: Big Idea Product/ Service Competition Consumer Big Idea Typical Agency Planning Model deliverable: big idea
    • hand off, hand off, hand off… MEDIA
 PRODUCTION
 CREATIVE
 STRATEGY
 ACCOUNT
 THE TRADITIONAL SYSTEM
    • THIS PROCESS TENDS TO BE! INEFFICIENT! SLOW! FRUSTRATING! BUILDS WALLS BETWEEN INTERNAL TEAMS
    • THE BEST TEAMS NATURALLY BREAK DOWN THIS PROCESS - MORE OFTEN THAN NOT, THE BEST TEAMS SHOOT THE SHIT, TALK A LOT, BOUNCE IDEAS, COLLABORATE! THEY GET ALL NEW BUSINESS, EVERY DAY!
    • a good analogy?
    • THE MOTHER EFFIN’ WOLF PACK TEAMS INTELLIGENTLY BOUNCING IN AND OUT OF A COLLABORATIVE GROUP ENVIRONMENT, ALL WORKING TOGETHER TO SLAY THE THE BETTER ANALOGY? PROBLEM
    • creative planning media account
    • hand off, hand off, hand off… MEDIA
 PRODUCTION
 CREATIVE
 STRATEGY
 ACCOUNT
 SO INSTEAD OF THIS…
    • THE MODEL STARTS TO LOOK LIKE THIS… MEDIA
 STRATEGY
 CREATIVE
 ACCOUNT
 PRODUCTION
 CLIENTS

    • THIS PROCESS TENDS TO BE! EFFICIENT! FAST! INCLUSIVE! TEAM MAXIMIZING ONE ANOTHER NOTE: IT’S NOT ABOUT BLOWING UP WHAT WE DO AND OUR SKILL SETS; IT’S ABOUT WORKING IT DIFFERENTLY
    • first thing’s first... the story that planners must be able to define and tell (brilliantly)
    • Our (general) role The context Fuelling The broader world that your product/brand lives in Your people (With loads of emotional and behavioral insights) The main insight The one truth your leveraging in your solution The message Seeing & defining What you want people to know The creative platform The thought that holds it all together Hero execution/s The executional/spiritual center of the idea Engagement strategy The driving principle/s of the platform behavior Awesoming The ecosystem All the stuff that gets built to make the hero shine
    • Our (general) role The context Fuelling The broader world that your product/brand lives in Your people (With loads of emotional and behavioral insights) The main insight The one truth your leveraging in your solution The message Seeing What you want people to know The creative platform The thought that holds it all together Hero execution/s The executional/spiritual center of the idea Engagement strategy The driving principle/s of the platform behavior Awesoming The ecosystem All the stuff that gets built to make the hero shine
    • so we got some fuel going, ideas are starting to roll but how’s a great idea defined?
    • Our (general) role The context Fuelling The broader world that your product/brand lives in Your people (With loads of emotional and behavioral insights) The main insight The one truth your leveraging in your solution The message Seeing & Defining What you want people to know The creative platform The thought that holds it all together Hero execution/s The executional/spiritual center of the idea Engagement strategy The driving principle/s of the platform behavior Awesoming The ecosystem All the stuff that gets built to make the hero shine
    • HAS IT BEEN DONE BEFORE?! WILL PEOPLE LOVE IT AND BENEFIT FROM IT AS MUCH AS THE BRAND MANAGERS?! DOES IT LEVERAGE A KILLER INSIGHT?! IS IT JUST SO DAMN SMART?! IS IT WILDLY ENTERTAINING, AWESOMELY FUNCTIONAL AND/OR EMOTIONALLY USEFUL?! IS IT SIMPLE (ELEVATOR PITCH)?! IS IT TRUE TO THE BRAND?! IF IT’S A PLATFORM, CAN THE THOUGHT HOLD MANY DIFFERENT EXECUTIONAL ITERATIONS?! IF IT’S A TACTIC, CAN YOU IMAGINE HOW IT WOULD BE RE-BOOTED/BUILT UPON IN THE FUTURE?! CAN I BUILD AN ECO-SYSTEM AROUND IT?! DO YOU GET SHIVERS?
    • here’s an easier way to tell
    • FROM THE PERSPECTIVE OF YOUR PEOPLE, DOES YOUR IDEA FALL INTO ONE OF THESE AREAS? PURE DELIGHT sweet spot EMOTIONALLY USEFUL FUNCTIONALLY USEFUL
    • The context The broader world that your product/brand lives in Your people (With loads of emotional and behavioral insights) The main insight The one truth your leveraging in your solution The message THIS IS WHAT GOES INTO THE BRIEF What you want people to know The creative platform The thought that holds it all together Hero execution/s The executional/spiritual center of the idea Engagement strategy The driving principle/s of the platform behavior The ecosystem All the stuff that gets built to make the hero shine
    • A good brief is kindling. It starts a spark. Nick Cohen, Founder Mad Dogs & Englishmen (creative) OpenMind!
    • a standard creative brief answers these questions: 1.  What are we trying to do? 2.  Who are we talking to and what should we know about them? 3. What s the main idea? 4. Why should they believe this? 5. What tone of voice should the advertising have? 6. What practical considerations are there? OpenMind!
    • 1) As an agency/client tool, to document aligned expectations around what the creative product will attempt to accomplish and what its key message is expected to be. For these purposes, the document needs to clearly outline objectives and a single-minded strategic focus, and must be agreed to by client and agency. 2) As an internal creative tool, to help spark the creative process. The goals of the internal creative briefing are: to point the creative team in a clear direction, eliminating the paralysis of infinite choice; to provide necessary Guide: or brand information or background that must be taken into consideration; to Creative Briefing product provide other useful knowledge that may primary purposes (which sometimes (but not to overwhelm the team A Creative Briefing document has two become fodder for creative thinking seem to be in conflict). or obfuscate the point with extraneous information); expectations around what the creative product 1) As an agency/client tool, to document aligned and -- ideally -- to inspire maximum creative energy by providingattempt tofocused area and whatto work. message ispurposes, thebe. For these purposes, the too be will a clearly accomplish in which its key For these expected to briefing document needs agreed to by Planning and Creative objectives and a single-minded strategic focus, and must be agreed to by document needs to clearly outline leadership. Creative Briefing Guide for Clients (Page 1) client a agency. Additionally,andCreative Briefing Guide may express in its format an agency or client philosophy 2) As an internal creative tool, to help spark the creative instance, The goals of the internal creative about how commercial communications should work (for process. Crispin highlights cultural tension in briefing are: its briefs, Wendytos point the creative team in questioning the status quo, the paralysis of infinite choice; to briefs have highlighted a clear direction, eliminating and this document puts emphasis on provide necessary product or brand information or background that Brand taken ). two ideas that kb+p holds dear, the power of people and the Attic ofmust beEquity into consideration; to provide other useful knowledge that may become fodder for creative thinking (but not to overwhelm the team It is worthwhile to the point with extraneous information); anddocumentto inspire maximum creative energy by or obfuscate mention what a Creative Briefing -- ideally -- is NOT: -  -  -  -  providing a product of the process. It is merely part of purposes, the briefing is kindling – it s be It is not the endclearly focused area in which to work. For thesethe process. A brief document needs too intention is to agreed to by Planning and Creative leadership. spark something. The brief itself will never run on the air. Therefore clarity and economy of language Additionally, a Creative Briefing Guide may express in its format an document, but a philosophy are more important than eloquence, and the briefing should not just be a agency or clientconversation. about how commercial communications is not work (for instance, ideas highlights cultural tension in It is not a legal document. Going off-brief should against the law. If Crispin are generated which accomplish its briefs, in ways not foreseen by the questioning the status quo, and the objectivesWendy s briefs have highlightedbrief, the brief may change. this document puts emphasis on two ideas that kb+p holds dear, the power of people and the Attic of Brand Equity ). ItItis not the repository for all what a Creativethe topic. document is NOT: brief. Extraneous detail detracts is worthwhile to mention information on Briefing A brief should be from clarity. -  It is not the end product of the process. It is merely part of the process. A brief is kindling – it s intention A merely spark something. The If the brief isnever effective as an internalclarity and tool -- if it does not make is to external document. brief itself will not run on the air. Therefore creative economy of language clearare more important than eloquence,spark creative energynot it is be failure, whetherathe client agreed to it or reductive choices and work to and the briefing should -- just a a document, but conversation. not. It is not a legal document. Going off-brief is not against the law. If ideas are generated which accomplish -  -  -  the objectives in ways not foreseen by the brief, the brief may change. OpenMind! It is not the repository for all information on the topic. A brief should be brief. Extraneous detail detracts from clarity. A merely external document. If the brief is not effective as an internal creative tool -- if it does not make clear reductive choices and work to spark creative energy -- it is a failure, whether the client agreed to it or not. OpenMind!
    • WHATEVER THE FORMAT... Good briefs: Pick a lane Express the decision clearly Spark creativity rather than dampen it Are (fairly) brief Take on board the individual – and social – aspects of brand connections Get people moving OpenMind!
    • GETCHA POPCORN READY
    • why are we advertising/what’s the background? Body wash sales are eclipsing those for bar soap. And many male brands (including Dial, Irish Spring, and Nivea) have swooped in to get a piece of the pie. Old Spice’s share in the male body wash segment is slipping. We need to protect our share in the category. The problem to solve is how to generate excitement with guys who are not currently Old Spice customers. what’s the key insight? 60% of men’s body washes are purchased by women. the people we’re seeking to attract? Millennials (males and females, 18-34). They are the most diverse (1 in 3 is not white), most educated, most marketed to, most medicated, and most cared for generation in history. Nearly half of Millennials were raised by divorced parents, 33% lived with a single parent, and nearly 75% had working mothers.  Millennials have come of age during a time of rapid technological and social shifts. The advent of smartphones and texting created whole new paradigms of communication and interaction. More than 95% of Millennials have an account on at least one social networking site. Characterized as impatient and with a high need for immediate response, Millennials reflect the shift to real-time information and sharing. Despite the shifts around them, Millennials exhibit confidence, connectedness, and value a deep sense of being called to a cause greater than themselves. Today, only half of Millennials have entered the workforce but they are being highly studied and are certain to have a dramatic impact in how we define “work, play and pray.” As it relates to this product, they are vain and fickle with brands. Loyalty is defined by a sense of, “What have you done for me lately?” They fein differentiation, so any attempt to make them stand out will be accepted with open arms. 1.
    • what’s the single most compelling idea? Smelling manly is sexy. what’s the brand’s personality? fun - doesn’t attempt to be serious cool - on trend and part of the “in” crowd irreverent - non-traditional and liberal sexy - attractive and desirable spirited - has flare and moxie what are the executional mandatories? tv social digital radio ooh 2.
    • why are we advertising/what’s the background? Ragu is losing market share due to an aging customer base. The original customers of the brand are now older, and their kids have outgrown home cooked meal or moved out of the house all together. The problem to solve is how to increase sales and change the image of the brand in the eyes of a new consumer. what’s the key insight? Hindsight makes us forget how tough it is to be a kid. It’s tougher today than ever before. the people we’re seeking to attract? Mothers (25-35) - She is the designated chief operating officer of the home. Motherhood will always distinguish most women from men and put them at the center of home and family life. While that’s not necessarily a bad thing, many mothers, especially working mothers, are time- crunched and stressed, putting in long hours at work and at home. To reach this demographic, marketers need not just to communicate that the goods and services they offer are practical and convenient; they also need to make real moms feel confident and in charge. She is looking for solutions that will help her manage the complexities of her life, lessen her stress and workload, and give her more time to focus on what’s really important. She wants to be a good mom and COO of the household but also have an identity outside that. And while she may be embracing her perfectly imperfect self—as a mother and beyond—she wants brands to catch up. In plainer terms, she wants products and services that provide value to her and her family—and that give her permission to be imperfect and recognize her identity outside of being a mom. Perhaps more importantly, they want to be real women, with interests that include and extend beyond their roles as caretakers, providers and nurturers. 1.
    • what’s the single most compelling idea? Childhood sucks. Reward your kids with Ragu. what’s the brand’s personality? Traditional – caters to everyday living Safe – never a poor choice Homely – part of families Timeless – has been around and is here to stay what are the executional mandatories? tv social digital radio 2.
    • NOW I WANT YOU TO HIT ME AS HARD AS YOU CAN
    • why are we advertising/what’s the background? Dodge is prepared to launch the new Charger. Because Chevy and Ford have both recently released new model, Camaro and Mustang, respectively, increasing market penetration with the new model will be difficult. Our problem to solve is how to make an impact in the market, staying true to the brand but also differentiating ourselves from the competition. what’s the key insight? the people we’re seeking to attract? 1.
    • what’s the single most compelling idea? what’s the brand’s personality? what are the executional mandatories? 2.