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Fitzroy Amsterdam Presentation Fitzroy Amsterdam Presentation Presentation Transcript

  • AREYOUADAPTABLETOCHANGE?
  • CHARLES DARWINTHE FATHER OF EVOLUTIONWHO JOINED FITZROYON THE BEAGLESAID...
  • IT’S NOT THESTRONGESTOF THE BRANDSTHAT SURVIVESIT’S THE ONEMOST ADAPTIVETO CHANGE 3
  • WELLMARKETING IS ALSOTHE SURVIVAL OFTHE FITTESTISN’T IT
  • OUR (MARKETING) WORLDIS CHANGING
  • CONSUMER BEHAVIOR AND(MEDIA)TECHNOLOGYDRIVE THIS CHANGE 6
  • BEINGTHE BIGGEST ADVERTISEROR HAVINGTHE BIGGEST AGENCY WITHTHE BIGGEST CARSIS NOT GOING TO SAVE YOU
  • ADAPT THE CHANGE
  • ADAPT THE CHANGEBY GIVING (CONSUMER)RESEARCHA MORE PROMINENT ROLE
  • ADAPT THE CHANGEBY UNDERSTANDING THATSOCIAL MEDIA TOOLS WILLIMPACTEVERYTHINGFROM PRODUCT INNOVATIONTO CUSTOMER SERVICE
  • ADAPT THE CHANGEBY HAVINGA MORE ACTIVE AND FLUIDAPPROACH TO MARKETINGINVESTMENTS
  • ADAPT THE CHANGEBY IMPLEMENTING(SOCIAL) MEDIA PLANNINGIN THE CREATIVE PROCESS
  • ADAPT THE CHANGEBY HAVINGTHE RIGHT CONVERSATIONAT THE RIGHT PLACEAT THE RIGHT TIME
  • ADAPT THE CHANGEFOR THE RIGHT REASONOR JUSTFOR THE RIGHTEMOTION
  • THE OLD METHODSDON’T WORKANYMOREhttp://www.unurth.com/ 15
  • DON’T OUTSPENDYOUR COMPETITOR 16
  • OUTSMARTTHEM 17
  • FITZROY HELPS BRANDSTO BECOMETHE BEST ADAPTABLETO CHANGE
  • BY KNOWING THE ZEITGEIST,BY ACTIVATING THE TARGETGROUP ANDHAVING A FLUIDAND PRO-ACTIVEAPPROACH 19
  • WE HAVE 17 SPECIALISTSWORKING ON:WISDOM (N=4), 20MAGIC (N=9)AND OPERATIONS (N=4)
  • WHAT MAKES US UNIQUE? 21
  • WE HAVESTRATEGIC DIRECTIONINSTEAD OFCREATIVE DIRECTION 22
  • WE ALWAYS START WITHRESEARCHRESEARCHRESEARCH
  • WE HAVE(SOCIAL)MEDIASTRATEGISTS 24
  • WE BELIEVE THAT YOU NEEDMAGIC TO ACHIEVE YOURGOALS 25
  • WE ARE FLUIDAND HAVE APRO-ACTIVEAPPROACH 26WE ARE IN IT TOGETHER
  • WE HELP1%CLUB/ACCENTURE/BACARDI/CREYF’S/DESPERADOS/GALL&GALL/HEINEKEN/HYUNDAI/MALMBERG/WHATSER 27
  • HOW?SOME EXAMPLES 28
  • CO-CREATE+RETAILWWW.JOUWHEINEKEN.NL: CONVERSION TARGET WITHIN 7 WEEKS ONLINE ADVERTISING IDENTITY ONLINE ADVERTISING PACKAGING ONLINE ADVERTISING ESPRIX AWARD 29 WEBSITE
  • CLOSENESS+COCREATEWWW.ONDERWIJSVANMORGEN.NL: 25% OF TARGET GROUP VISITS THE BLOG MONTHLY SEEDING CO-CREATION PRINT NOMINATION DUTCHBLOGGIES BLOG
  • FLIRT=FUN+PROMOBACARDI’S FLIRTATION CAMPAIGN: 550.000 VISITS IN 6 WEEKS SEEDING ON BLGOS 150 MOVIES ON 1 PLATFORM PROMOTION 100K FREE PUBLICITY THEFWA + DOPE AWARD
  • LOWER HR COSTSINTRANET ACCENTURE REFERRAL: 33% OF ALL NEW EMPLOYEES INTERNAL COMMUNICATION INTERNATIONAL OUTROL WEBSITE 32 ERE RECUITING AWARD WEBSITE
  • UPGRADE+TRIALSEVERAL CAMPAIGNS: INCREASE TRIAL THROUGH INTERNET BY 300% IN LAST 2 YEARS NO 9 DUTCH TWITTER BRANDS
  • MUSIC+MEMBERSHEINEKEN CASSETTESTICK: 30.000 NEW MEMBERS HEINEKEN.NL BEST PROMO BY PROMZ
  • MOJITO+PROMOMOJITO KIT & VIRAL: INTERNATIONAL ROLLOUT & THIS YEAR 4TH TIME MOJITO KIT
  • AREYOUWILLINGTO CHANGE? WORLD