Presentation on agencies, branding, brand platforms, and media types. Mid-semester review for COMSTRAT381: Creative Media Strategies.

1. REVIEW & MORE
Agencies, Brand, Media Types & Engagement

2. REMAINDER OF THE SEMESTER
• Integrated Project #1 (Starbucks)
- Part 1 (Week 9)
- Part 2 (Week 10)
• Integrated Project #2
- Part 1 (Week 11)
- Part 2 (Week 12)
• Final Assignment – Part 1
- Week 13
• THANKSGIVING BREAK
• Final Assignment – Part 2
- Week 14
• Final Assignment – presentations
- Week 15
• Final Assignment due
- Finals Week (Dec. 16)

3. AGENCIES
Evolving Types & Services

4. TYPES OF AGENCIES
- Advertising Agency
- Media Service – plan/buy
- Promotion Agency
- PR Agency
- Marketing Services Agency
- Direct Marketing Agency
- Branding/Identity Agency
- Design Agency or Design Firm
- Interactive/Digital Agency
- Social Media Agency
- Specialty Agency
- In-house Agency
- Open innovation agency?

5. SERVICES
• Account Services
• Strategy
• Brand – development, management
• Creative – content, design, production
• Media – planning, strategy
• Public Relations (PR)
• Marketing – direct, specialty
• Digital – online, user-experience design
• Technology
• Customer Experience/Engagement

6. BRAND
The center of it all.

7. HOW A BRAND IS BUILT
brand platform
OUR
PROMISE
BRAND
POSITION
OUR
PERSONALITY
BRAND DRIVERS
DRIVER 1
DRIVER 2 DRIVER 3 DRIVER 4 DRIVER 5
Brand promise - defines what customers should
expect and what you can consistently deliver
Brand position - how you are perceived in the
minds of customers
Brand personality - what you stand for, how
you behave, think and act as an organization
Brand drivers - your points of distinction, or
what you do better than anyone else

9. (brand drivers)

10. 10

13. Passive
Individual
One-way
Active
Collaborative
Conversational

14. dynamic storytelling
8 Learnings
1. Be shareworthy
2. Embrace your new salesforce: fans
3. Listen and then engage
4. Think big. Start small. Scale fast.
5. Speed trumps perfection.
6. Disrupt or be disrupted.
7. Do accept the status quo.
8. Play well. Share learnings.
SOURCE: Coca Cola: Content 2020

15. ENGAGEMENT &
ADVOCACY
Through Strategic Communication

17. Awareness
Consideration
Purchase
Purchase again
Loyalty

18. “…marketers need to shift from
grabbing attention to
holding attention.”
Source: Greg Satell, Digital Tonto, 2013

19. AWARENESS
OWNED
PURCHASE
ADVOCACY
PAID EARNED
Source: Greg Satell, Digital Tonto, 2013

20. Resource: BrianSolis.com
by Brian Solis and
JESS3
INVESTING IN THE BRAND
In any given network, brands can invest
in digital assets that span five
media landscapes:
1. Paid: Traditional advertising, digital advertising,
banners, Google AdWords, overlays
2. Owned: Created assets, custom content
3. Earned: Online media, blogs, brand-related
conversations and user-generated content
4. Promoted: in-stream or social paid promotions
vehicles
5. Shared: Open platforms or communities where
customers co-create and collaborate with brands

21. PAID, OWNED, OR EARNED?
Can you name the media type?

22. PAID

23. OWNED…AND EARNED.

24. OWNED

25. EARNED

26. PAID…and EARNED

28. EARNED…?

29. …or PAID?

31. OWNED!

33. CREATIVE
BRIEF
Lorna Jane... a case study in social media engagement.

34. CREATIVE BRIEF (OLD SCHOOL)
ANSWERED THESE QUESTIONS:
• CONVICE (WHO)
• THAT (BELIEF OR BENEFIT)
• BECAUSE (WHY-REASONS-SUPPORT)
SOURCE: Advertising Account Planning: Planning and Managing an IMC Campaign, Kelly & Judenheimer, 2011

35. CREATIVE BRIEF (OLD SCHOOL)
ANSWERED THESE QUESTIONS:
• CONVICE (WHO)
- Cost-conscious moms with active children who wash clothes so frequently that they
wear out.
• THAT (BELIEF OR BENEFIT)
- Tide gets clothes their cleanest and keeps them looking new.
• BECAUSE (WHY-REASONS-SUPPORT)
- Tide’s formula powers out stains while keeping clothes from fading or fraying and is
endorsed by the Cotton Association.
SOURCE: Advertising Account Planning: Planning and Managing an IMC Campaign, Kelly & Judenheimer, 2011

36. CREATIVE BRIEF
ANSWERS THESE QUESTIONS:
• What is the problem?
• Who are we marketing to?
• What do they currently think and do?
• What do we want them to think and do?
• What is the IDEA that will get them to think that way?
• What are the best ways to CONNECT the idea to the consumer?
• What tone do we want to take?
• How will we measure success?
• What are the deadlines and key milestones?
SOURCE: Advertising Account Planning: Planning and Managing an IMC Campaign, Kelly & Judenheimer, 2011

37. Creative
Brief
Creative team
Digital team
Media team
PR team
Marketing Services team