Gino Borromeo4As ARAL: IMC           VP/Head of Planning7 SEPT 2012     McCann Worldgroup Philippines                     ...
MEET YOUR TEAM ANDGIVE YOURSELVES A NAME
AGENDA FOR THE DAY
AM: STRATEGY1. INTRO AND ICEBREAKER                                            9:00-9:30	 	 	 	 	2. IMC: WHAT IS IT? AND W...
PM: IDEA + EXECUTION8. THE IDEA                            1:00-1:309. HOW THE IDEA WILL BE EXPERIENCED    1:30-2:0010. CA...
WHAT IS IMC?AND WHY DOES IT MATTER?
WHAT IS YOUR UNDERSTANDING OF“INTEGRATED MARKETING COMMUNICATIONS”?
“A management concept that is designed to makeall aspects of marketing communication such asadvertising, sales promotion, ...
THERE ARE MORE WAYS THAN EVERFOR PEOPLE TO EXPERIENCE A BRAND
ADVERTISING IS BUTONE PART OF THE ENTIRE EXPERIENCE
WHILE ADVERTISING CAN DO MANY THINGS,      IT CANNOT SOLVE EVERYTHING
THE SOLUTIONTO MANY MARKETING PROBLEMS IS NOT NECESSARILY JUST ADS
Kit Kat Mail (Japan)
EVERYTHING A BRAND DOES COMMUNICATES
BECAUSE EVERYTHING COMMUNICATES,WE NEED TO THINK MORE BROADLY ABOUTWHAT IS “MARKETING COMMUNICATIONS”
BECAUSE EVERYTHING COMMUNICATES,WE NEED TO THINK HOLISTICALLY ABOUT    HOW PEOPLE EXPERIENCE A BRAND
A PRACTICAL DEFINITION OF IMC  A SOLUTION TO A CLIENT’S BUSINESS PROBLEMTHAT USES DIFFERENT FORMS OF COMMUNICATIONTO CREAT...
SO HOW DOES ONE GO ABOUT    CREATING IMC WORK?
3 ESSENTIALS
#1: A MINDSET CHANGE
THINK SOLUTIONS,NOT JUST AD CAMPAIGNS
#2: HONESTY AND HUMILITY
IT IS IMPOSSIBLE FOR ONE PERSON  TO KNOW EVERY SINGLE THING
MORE FORMS OF CREATIVITY   THAN EVER BEFORE
MORE KNOWLEDGE AND DATA    THAN EVER BEFORE
WE WILL NEED TO COLLABORATE      MORE THAN EVER
#3: KEEP ASKING QUESTIONS
“IF YOU DO NOT ASK THE RIGHT QUESTIONS,   YOU DO NOT GET THE RIGHT ANSWERS”               EDWARD HODNETT
ASKING THE RIGHT QUESTIONSWILL LEAD YOU TO THE ANSWERS
QUESTIONS AS A PRACTICAL TECHNIQUE      TO CREATING IMC WORK
PART 1: IMC STRATEGY
PROBLEM DEFINITION
GREAT SOLUTIONSREQUIRE GREAT PROBLEMS
THERE ARE DIFFERENT KINDS OF PROBLEMS
There are different levels of problem                     Business     Eg. Profit margin is too low to sustain share price...
HOW WE DEFINE THE PROBLEMDEFINES THE SOLUTION NEEDED
BUSINESS PROBLEM“DOT HAS A TARGET OF 5M TOURIST ARRIVALS FOR 2012”                    MARKETING PROBLEM      “TOURISTS SEE...
FIND THE REAL PROBLEM TO SOLVE
LIKE A CHILD, KEEP ASKING      “WHY?”
PROBLEM DEFINITION TECHNIQUE WHY?
ROM SALES ARE DECLINING                     WHY? ROMANIANS PREFER IMPORTED CHOCOLATE BRANDS                    WHY?      T...
QUICK EXERCISE“IN THE NEXT 12 MONTHS, WE WANTTO GET OUT OF THE TOP 10 OF THEWORLD’S WORST AIRPORTS”
GOAL/RESPONSE
WHAT CHANGE DO WE WANT TO ACHIEVE?
IT SETS THE EXPECTATION ONWHAT KIND OF IDEA IS NEEDED
IT HELPS US JUDGEIF THE IDEA IS THE RIGHT ONE
IT ALSO SETS THE MEASURE OF SUCCESS
GOAL SETTING TECHNIQUEFROM                            TO
CLIENT BRIEFCONVINCE INDIAN MEN WHO ARE ALREADY RELUCTANT TO SHAVE TOBUY A RAZOR THAT’S 10x MORE EXPENSIVE THAN TRADITIONA...
EXERCISETHE 4As WANTS TO GET MORE YOUNG PEOPLE      INTO ADVERTISING AS A CAREER             PROBLEM?               GOAL?
TARGET PROFILING
OUR IDEAS AIM TO MOVE PEOPLE
“NOTHING IS SO POWERFUL AS AN INSIGHT INTO HUMAN NATURE...WHAT COMPULSIONS DRIVE A MAN...WHAT INSTINCTS DOMINATE HIS ACTIO...
FIND SOMETHINGABOUT PEOPLE (AND THEIR LIVES)  THAT WE CAN CONNECT TO
TARGET PROFILING TECHNIQUEWHO SHOULD    WHY ARE THEY                 WHAT’S UNUSUALWE TARGET?   WORTH TARGETING?          ...
THE BRIEFINCREASE NAB’S CUSTOMER BASE
WHO?     AUSTRALIANS WHO ARE MORE WARYOF BANKS AFTER THE GLOBAL RECESSION OF 2007THEY ARE SO WARY OF BANKS THAT THEY BELIE...
EXERCISETHE 4As WANTS TO GET MORE YOUNG PEOPLE      INTO ADVERTISING AS A CAREER          TARGET PROFILE?
BRAND ROLE
WHAT A BRAND DOESIS JUST AS IMPORTANT   AS WHAT IT SAYS
PROPOSITIONS LEAD US TO MESSAGES (WHICH CAN LIMIT OUR THINKING)
INSTEAD OF PROPOSITIONS, THINK ABOUT     THE ROLE THE BRAND CAN PLAY
BRAND ROLE TECHNIQUEWHAT CAN THE BRAND DO?
WHAT CAN THE BRAND SAY?      WHAT CAN THE BRAND DO?“IF YOU SURRENDER, YOU       BRING CHRISTMAS TO THECAN BE HOME WITH YOU...
WHAT CAN THE BRAND SAY?     WHAT CAN THE BRAND DO? “EXPLORE THE BIGGEST        TURN REGULAR PEOPLECOUNTRY IN THE WORLD”   ...
EXERCISETHE 4As WANTS TO GET MORE YOUNG PEOPLE      INTO ADVERTISING AS A CAREER    WHAT COULD THE 4As DO?
PART 2: IMC IDEA + EXECUTION
THE IDEA
AN IDEA BRINGS EVERYTHING TOGETHER
WITHOUT AN IDEA,ALL YOU HAVE IS A SERIES OF TACTICS
FIND THE IDEA
IDEA = THE THEMEEXECUTIONS = TACTICS BASED ON THE THEME
A GOOD IDEA...          FEELS INTUITIVELY TRUECHANGES THE WAY YOU LOOK AT A BRANDINSPIRES CREATIVITY IN DIFFERENT CHANNELS
PRODUCTS        ADVOCACIES      ADVERTISING        WE BELIEVE THAT EVERY BABY IS A LITTLE MIRACLEPARTNERSHIPS   APPS AND T...
WHAT’S THE IDEA?
EXERCISEWHAT’S THE IDEA?
YOU CAN ACCOMPLISH ANY MISSION WHEN YOU USE THE YELLOW PAGES
HAPPINESS IS BETTER WHEN IT’S   SHARED WITH A FRIEND
THERE IS A VOYEUR IN ALL OF US
EXERCISETHE 4As WANTS TO GET MORE YOUNG PEOPLE      INTO ADVERTISING AS A CAREER               IDEA?
HOW THE IDEA WILL BE EXPERIENCED
“We have to rethink what we call media.Media used to be simply a way for brands to target consumers, but today,media is th...
RESIST THE IMPULSE TO START WITHMEDIA/TOUCHPOINTS/CHANNELS           (THAT COMES LATER)
THINK EXPERIENCE
THINK STORY ARC
EVERY STORY ARCHAS A BEGINNING, MIDDLE AND END
WHAT’S THE STORY ARC?
THE STORY ARCRECRUITING FOR THE JOB OF ISLAND CARETAKER
STORY ARC QUESTION         (e.g. HOW WOULD WE RECRUIT PEOPLE FOR THE BEST JOB IN THE WORLD?)         _____________________...
THE STORY ARCFINDING INDIA’S NEXT GENERATION OF LEADERS
CASE WORK TIME!
THE CHALLENGE
CYBER-BULLYING IS AGROWING SOCIETAL ISSUE IN THE PHILIPPINES
THE AMBITION  REDUCE THE INCIDENCE OF CYBER-BULLYINGIN THE PHILIPPINES BY 50% IN THE NEXT 3 YEARS                   THE BR...
YOUR DELIVERABLES          STRATEGY(PROBLEM, GOAL, TARGET, BRAND ROLE)             IDEA        EXECUTION
2 HOURS TO WORK 10 MINUTES TO PRESENT       1 WINNERYOUR PEERS AS THE JUDGES
IN CLOSING
WHAT DID YOU LEARN?
“IF YOU DO NOT ASK THE RIGHT QUESTIONS,   YOU DO NOT GET THE RIGHT ANSWERS”               EDWARD HODNETT
QUESTIONS ARE AN EFFECTIVE TECHNIQUE    TO USE IN CREATING IMC WORK
Gino BorromeoTHANK YOU           VP/Head of Planning            McCann Worldgroup Philippines                          @ma...
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
Create IMC Work By Asking The Right Questions
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Create IMC Work By Asking The Right Questions

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A one day training module I ran as part of the 4As Learning Series, for young to mid-level agency staff from account and planning

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Create IMC Work By Asking The Right Questions

  1. 1. Gino Borromeo4As ARAL: IMC VP/Head of Planning7 SEPT 2012 McCann Worldgroup Philippines @manilapaper
  2. 2. MEET YOUR TEAM ANDGIVE YOURSELVES A NAME
  3. 3. AGENDA FOR THE DAY
  4. 4. AM: STRATEGY1. INTRO AND ICEBREAKER 9:00-9:30 2. IMC: WHAT IS IT? AND WHY DO WE NEED IT? 9:30-9:453. HOW DOES ONE GO ABOUT CREATING IMC? 9:45-10:00COFFEE/CIGARETTE BREAK 10:00-10:154. PROBLEM DEFINITION 10:15-10:455. THE GOAL/RESPONSE 10:45-11:006. TARGET PROFILING 11:00-11:307. BRAND ROLE 11:30-12:00LUNCH 12:00-1:00
  5. 5. PM: IDEA + EXECUTION8. THE IDEA 1:00-1:309. HOW THE IDEA WILL BE EXPERIENCED 1:30-2:0010. CASE WORK BRIEFING 2:00-2:3011. CASE WORK 2:30-4:3012. PRESENTATION TO PEERS + FEEDBACK 4:30-5:30
  6. 6. WHAT IS IMC?AND WHY DOES IT MATTER?
  7. 7. WHAT IS YOUR UNDERSTANDING OF“INTEGRATED MARKETING COMMUNICATIONS”?
  8. 8. “A management concept that is designed to makeall aspects of marketing communication such asadvertising, sales promotion, public relations, anddirect marketing work together as a unified force”“An approach to brand communications where thedifferent modes work together to create a seamlessexperience for the customer and are presented witha similar tone and style that reinforces the brand’score message.
  9. 9. THERE ARE MORE WAYS THAN EVERFOR PEOPLE TO EXPERIENCE A BRAND
  10. 10. ADVERTISING IS BUTONE PART OF THE ENTIRE EXPERIENCE
  11. 11. WHILE ADVERTISING CAN DO MANY THINGS, IT CANNOT SOLVE EVERYTHING
  12. 12. THE SOLUTIONTO MANY MARKETING PROBLEMS IS NOT NECESSARILY JUST ADS
  13. 13. Kit Kat Mail (Japan)
  14. 14. EVERYTHING A BRAND DOES COMMUNICATES
  15. 15. BECAUSE EVERYTHING COMMUNICATES,WE NEED TO THINK MORE BROADLY ABOUTWHAT IS “MARKETING COMMUNICATIONS”
  16. 16. BECAUSE EVERYTHING COMMUNICATES,WE NEED TO THINK HOLISTICALLY ABOUT HOW PEOPLE EXPERIENCE A BRAND
  17. 17. A PRACTICAL DEFINITION OF IMC A SOLUTION TO A CLIENT’S BUSINESS PROBLEMTHAT USES DIFFERENT FORMS OF COMMUNICATIONTO CREATE A SEAMLESS EXPERIENCE OF THE BRAND
  18. 18. SO HOW DOES ONE GO ABOUT CREATING IMC WORK?
  19. 19. 3 ESSENTIALS
  20. 20. #1: A MINDSET CHANGE
  21. 21. THINK SOLUTIONS,NOT JUST AD CAMPAIGNS
  22. 22. #2: HONESTY AND HUMILITY
  23. 23. IT IS IMPOSSIBLE FOR ONE PERSON TO KNOW EVERY SINGLE THING
  24. 24. MORE FORMS OF CREATIVITY THAN EVER BEFORE
  25. 25. MORE KNOWLEDGE AND DATA THAN EVER BEFORE
  26. 26. WE WILL NEED TO COLLABORATE MORE THAN EVER
  27. 27. #3: KEEP ASKING QUESTIONS
  28. 28. “IF YOU DO NOT ASK THE RIGHT QUESTIONS, YOU DO NOT GET THE RIGHT ANSWERS” EDWARD HODNETT
  29. 29. ASKING THE RIGHT QUESTIONSWILL LEAD YOU TO THE ANSWERS
  30. 30. QUESTIONS AS A PRACTICAL TECHNIQUE TO CREATING IMC WORK
  31. 31. PART 1: IMC STRATEGY
  32. 32. PROBLEM DEFINITION
  33. 33. GREAT SOLUTIONSREQUIRE GREAT PROBLEMS
  34. 34. THERE ARE DIFFERENT KINDS OF PROBLEMS
  35. 35. There are different levels of problem Business Eg. Profit margin is too low to sustain share price Marketing Eg. Price premium unsustainableDiagnosingthe right Brand Eg. User imagery is wrongproblem isessential Communication Eg. No awareness of the product range Channels Eg. Can’t afford TV Creative Eg. People don’t understand the advertising
  36. 36. HOW WE DEFINE THE PROBLEMDEFINES THE SOLUTION NEEDED
  37. 37. BUSINESS PROBLEM“DOT HAS A TARGET OF 5M TOURIST ARRIVALS FOR 2012” MARKETING PROBLEM “TOURISTS SEE TRAVEL TO THE PHILIPPINES AS GRUELING, NOT ENJOYABLE” COMMUNICATION PROBLEM “WE NEED TO CHANGE THE TARSIER AND DEVELOP AN ENGLISH TAGLINE”
  38. 38. FIND THE REAL PROBLEM TO SOLVE
  39. 39. LIKE A CHILD, KEEP ASKING “WHY?”
  40. 40. PROBLEM DEFINITION TECHNIQUE WHY?
  41. 41. ROM SALES ARE DECLINING WHY? ROMANIANS PREFER IMPORTED CHOCOLATE BRANDS WHY? THEY THINK THESE BRANDS ARE COOLER WHY?THESE BRANDS ARE AMERICAN AND ROM IS ROMANIAN WHY? THEY’RE DISILLUSIONED WITH ALL THINGS ROMANIA
  42. 42. QUICK EXERCISE“IN THE NEXT 12 MONTHS, WE WANTTO GET OUT OF THE TOP 10 OF THEWORLD’S WORST AIRPORTS”
  43. 43. GOAL/RESPONSE
  44. 44. WHAT CHANGE DO WE WANT TO ACHIEVE?
  45. 45. IT SETS THE EXPECTATION ONWHAT KIND OF IDEA IS NEEDED
  46. 46. IT HELPS US JUDGEIF THE IDEA IS THE RIGHT ONE
  47. 47. IT ALSO SETS THE MEASURE OF SUCCESS
  48. 48. GOAL SETTING TECHNIQUEFROM TO
  49. 49. CLIENT BRIEFCONVINCE INDIAN MEN WHO ARE ALREADY RELUCTANT TO SHAVE TOBUY A RAZOR THAT’S 10x MORE EXPENSIVE THAN TRADITIONAL BLADES PROBLEM INDIAN MEN BELIEVE THAT HAVING FACIAL HAIR MAKES THEM MORE MASCULINE, AND THEREFORE MORE ATTRACTIVE TO WOMEN FROM TO I DON’T SEE THE NEED SHAVING MAKES ME MORE TO SHAVE ATTRACTIVE TO WOMEN
  50. 50. EXERCISETHE 4As WANTS TO GET MORE YOUNG PEOPLE INTO ADVERTISING AS A CAREER PROBLEM? GOAL?
  51. 51. TARGET PROFILING
  52. 52. OUR IDEAS AIM TO MOVE PEOPLE
  53. 53. “NOTHING IS SO POWERFUL AS AN INSIGHT INTO HUMAN NATURE...WHAT COMPULSIONS DRIVE A MAN...WHAT INSTINCTS DOMINATE HIS ACTION.IF YOU KNOW THESE THINGS ABOUT A MAN YOU CAN TOUCH HIM AT THE CORE OF HIS BEING.” BILL BERNBACH
  54. 54. FIND SOMETHINGABOUT PEOPLE (AND THEIR LIVES) THAT WE CAN CONNECT TO
  55. 55. TARGET PROFILING TECHNIQUEWHO SHOULD WHY ARE THEY WHAT’S UNUSUALWE TARGET? WORTH TARGETING? ABOUT THEM?
  56. 56. THE BRIEFINCREASE NAB’S CUSTOMER BASE
  57. 57. WHO? AUSTRALIANS WHO ARE MORE WARYOF BANKS AFTER THE GLOBAL RECESSION OF 2007THEY ARE SO WARY OF BANKS THAT THEY BELIEVE THE TOP 4 BANKS OF AUSTRALIA ARE IN COLLUSION WITH ONE ANOTHER
  58. 58. EXERCISETHE 4As WANTS TO GET MORE YOUNG PEOPLE INTO ADVERTISING AS A CAREER TARGET PROFILE?
  59. 59. BRAND ROLE
  60. 60. WHAT A BRAND DOESIS JUST AS IMPORTANT AS WHAT IT SAYS
  61. 61. PROPOSITIONS LEAD US TO MESSAGES (WHICH CAN LIMIT OUR THINKING)
  62. 62. INSTEAD OF PROPOSITIONS, THINK ABOUT THE ROLE THE BRAND CAN PLAY
  63. 63. BRAND ROLE TECHNIQUEWHAT CAN THE BRAND DO?
  64. 64. WHAT CAN THE BRAND SAY? WHAT CAN THE BRAND DO?“IF YOU SURRENDER, YOU BRING CHRISTMAS TO THECAN BE HOME WITH YOUR REBELS SO THEY REALIZE FAMILY THIS CHRISTMAS” WHAT THEY’RE MISSING
  65. 65. WHAT CAN THE BRAND SAY? WHAT CAN THE BRAND DO? “EXPLORE THE BIGGEST TURN REGULAR PEOPLECOUNTRY IN THE WORLD” INTO EXPLORERS
  66. 66. EXERCISETHE 4As WANTS TO GET MORE YOUNG PEOPLE INTO ADVERTISING AS A CAREER WHAT COULD THE 4As DO?
  67. 67. PART 2: IMC IDEA + EXECUTION
  68. 68. THE IDEA
  69. 69. AN IDEA BRINGS EVERYTHING TOGETHER
  70. 70. WITHOUT AN IDEA,ALL YOU HAVE IS A SERIES OF TACTICS
  71. 71. FIND THE IDEA
  72. 72. IDEA = THE THEMEEXECUTIONS = TACTICS BASED ON THE THEME
  73. 73. A GOOD IDEA... FEELS INTUITIVELY TRUECHANGES THE WAY YOU LOOK AT A BRANDINSPIRES CREATIVITY IN DIFFERENT CHANNELS
  74. 74. PRODUCTS ADVOCACIES ADVERTISING WE BELIEVE THAT EVERY BABY IS A LITTLE MIRACLEPARTNERSHIPS APPS AND TOOLS PACKAGING
  75. 75. WHAT’S THE IDEA?
  76. 76. EXERCISEWHAT’S THE IDEA?
  77. 77. YOU CAN ACCOMPLISH ANY MISSION WHEN YOU USE THE YELLOW PAGES
  78. 78. HAPPINESS IS BETTER WHEN IT’S SHARED WITH A FRIEND
  79. 79. THERE IS A VOYEUR IN ALL OF US
  80. 80. EXERCISETHE 4As WANTS TO GET MORE YOUNG PEOPLE INTO ADVERTISING AS A CAREER IDEA?
  81. 81. HOW THE IDEA WILL BE EXPERIENCED
  82. 82. “We have to rethink what we call media.Media used to be simply a way for brands to target consumers, but today,media is the way that people are engaging with the world around them.I believe the best brands will become media themselves:the places, spaces, experiences people choose to spend time with.”Lee ClowTBWA/Chiat Day
  83. 83. RESIST THE IMPULSE TO START WITHMEDIA/TOUCHPOINTS/CHANNELS (THAT COMES LATER)
  84. 84. THINK EXPERIENCE
  85. 85. THINK STORY ARC
  86. 86. EVERY STORY ARCHAS A BEGINNING, MIDDLE AND END
  87. 87. WHAT’S THE STORY ARC?
  88. 88. THE STORY ARCRECRUITING FOR THE JOB OF ISLAND CARETAKER
  89. 89. STORY ARC QUESTION (e.g. HOW WOULD WE RECRUIT PEOPLE FOR THE BEST JOB IN THE WORLD?) _________________________________BEGINNING? MIDDLE? END?
  90. 90. THE STORY ARCFINDING INDIA’S NEXT GENERATION OF LEADERS
  91. 91. CASE WORK TIME!
  92. 92. THE CHALLENGE
  93. 93. CYBER-BULLYING IS AGROWING SOCIETAL ISSUE IN THE PHILIPPINES
  94. 94. THE AMBITION REDUCE THE INCIDENCE OF CYBER-BULLYINGIN THE PHILIPPINES BY 50% IN THE NEXT 3 YEARS THE BRIEF RAISE GREATER CONCERN AMONG FILIPINOS ABOUT THE DANGERS OF CYBER-BULLYING
  95. 95. YOUR DELIVERABLES STRATEGY(PROBLEM, GOAL, TARGET, BRAND ROLE) IDEA EXECUTION
  96. 96. 2 HOURS TO WORK 10 MINUTES TO PRESENT 1 WINNERYOUR PEERS AS THE JUDGES
  97. 97. IN CLOSING
  98. 98. WHAT DID YOU LEARN?
  99. 99. “IF YOU DO NOT ASK THE RIGHT QUESTIONS, YOU DO NOT GET THE RIGHT ANSWERS” EDWARD HODNETT
  100. 100. QUESTIONS ARE AN EFFECTIVE TECHNIQUE TO USE IN CREATING IMC WORK
  101. 101. Gino BorromeoTHANK YOU VP/Head of Planning McCann Worldgroup Philippines @manilapaper
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