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

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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  • 1. Gino Borromeo4As ARAL: IMC VP/Head of Planning7 SEPT 2012 McCann Worldgroup Philippines @manilapaper
  • 2. MEET YOUR TEAM ANDGIVE YOURSELVES A NAME
  • 3. AGENDA FOR THE DAY
  • 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. 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. WHAT IS IMC?AND WHY DOES IT MATTER?
  • 7. WHAT IS YOUR UNDERSTANDING OF“INTEGRATED MARKETING COMMUNICATIONS”?
  • 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. THERE ARE MORE WAYS THAN EVERFOR PEOPLE TO EXPERIENCE A BRAND
  • 10. ADVERTISING IS BUTONE PART OF THE ENTIRE EXPERIENCE
  • 11. WHILE ADVERTISING CAN DO MANY THINGS, IT CANNOT SOLVE EVERYTHING
  • 12. THE SOLUTIONTO MANY MARKETING PROBLEMS IS NOT NECESSARILY JUST ADS
  • 13. Kit Kat Mail (Japan)
  • 14. EVERYTHING A BRAND DOES COMMUNICATES
  • 15. BECAUSE EVERYTHING COMMUNICATES,WE NEED TO THINK MORE BROADLY ABOUTWHAT IS “MARKETING COMMUNICATIONS”
  • 16. BECAUSE EVERYTHING COMMUNICATES,WE NEED TO THINK HOLISTICALLY ABOUT HOW PEOPLE EXPERIENCE A BRAND
  • 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. SO HOW DOES ONE GO ABOUT CREATING IMC WORK?
  • 19. 3 ESSENTIALS
  • 20. #1: A MINDSET CHANGE
  • 21. THINK SOLUTIONS,NOT JUST AD CAMPAIGNS
  • 22. #2: HONESTY AND HUMILITY
  • 23. IT IS IMPOSSIBLE FOR ONE PERSON TO KNOW EVERY SINGLE THING
  • 24. MORE FORMS OF CREATIVITY THAN EVER BEFORE
  • 25. MORE KNOWLEDGE AND DATA THAN EVER BEFORE
  • 26. WE WILL NEED TO COLLABORATE MORE THAN EVER
  • 27. #3: KEEP ASKING QUESTIONS
  • 28. “IF YOU DO NOT ASK THE RIGHT QUESTIONS, YOU DO NOT GET THE RIGHT ANSWERS” EDWARD HODNETT
  • 29. ASKING THE RIGHT QUESTIONSWILL LEAD YOU TO THE ANSWERS
  • 30. QUESTIONS AS A PRACTICAL TECHNIQUE TO CREATING IMC WORK
  • 31. PART 1: IMC STRATEGY
  • 32. PROBLEM DEFINITION
  • 33. GREAT SOLUTIONSREQUIRE GREAT PROBLEMS
  • 34. THERE ARE DIFFERENT KINDS OF PROBLEMS
  • 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. HOW WE DEFINE THE PROBLEMDEFINES THE SOLUTION NEEDED
  • 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. FIND THE REAL PROBLEM TO SOLVE
  • 39. LIKE A CHILD, KEEP ASKING “WHY?”
  • 40. PROBLEM DEFINITION TECHNIQUE WHY?
  • 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. QUICK EXERCISE“IN THE NEXT 12 MONTHS, WE WANTTO GET OUT OF THE TOP 10 OF THEWORLD’S WORST AIRPORTS”
  • 43. GOAL/RESPONSE
  • 44. WHAT CHANGE DO WE WANT TO ACHIEVE?
  • 45. IT SETS THE EXPECTATION ONWHAT KIND OF IDEA IS NEEDED
  • 46. IT HELPS US JUDGEIF THE IDEA IS THE RIGHT ONE
  • 47. IT ALSO SETS THE MEASURE OF SUCCESS
  • 48. GOAL SETTING TECHNIQUEFROM TO
  • 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. EXERCISETHE 4As WANTS TO GET MORE YOUNG PEOPLE INTO ADVERTISING AS A CAREER PROBLEM? GOAL?
  • 51. TARGET PROFILING
  • 52. OUR IDEAS AIM TO MOVE PEOPLE
  • 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. FIND SOMETHINGABOUT PEOPLE (AND THEIR LIVES) THAT WE CAN CONNECT TO
  • 55. TARGET PROFILING TECHNIQUEWHO SHOULD WHY ARE THEY WHAT’S UNUSUALWE TARGET? WORTH TARGETING? ABOUT THEM?
  • 56. THE BRIEFINCREASE NAB’S CUSTOMER BASE
  • 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. EXERCISETHE 4As WANTS TO GET MORE YOUNG PEOPLE INTO ADVERTISING AS A CAREER TARGET PROFILE?
  • 59. BRAND ROLE
  • 60. WHAT A BRAND DOESIS JUST AS IMPORTANT AS WHAT IT SAYS
  • 61. PROPOSITIONS LEAD US TO MESSAGES (WHICH CAN LIMIT OUR THINKING)
  • 62. INSTEAD OF PROPOSITIONS, THINK ABOUT THE ROLE THE BRAND CAN PLAY
  • 63. BRAND ROLE TECHNIQUEWHAT CAN THE BRAND DO?
  • 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. WHAT CAN THE BRAND SAY? WHAT CAN THE BRAND DO? “EXPLORE THE BIGGEST TURN REGULAR PEOPLECOUNTRY IN THE WORLD” INTO EXPLORERS
  • 66. EXERCISETHE 4As WANTS TO GET MORE YOUNG PEOPLE INTO ADVERTISING AS A CAREER WHAT COULD THE 4As DO?
  • 67. PART 2: IMC IDEA + EXECUTION
  • 68. THE IDEA
  • 69. AN IDEA BRINGS EVERYTHING TOGETHER
  • 70. WITHOUT AN IDEA,ALL YOU HAVE IS A SERIES OF TACTICS
  • 71. FIND THE IDEA
  • 72. IDEA = THE THEMEEXECUTIONS = TACTICS BASED ON THE THEME
  • 73. A GOOD IDEA... FEELS INTUITIVELY TRUECHANGES THE WAY YOU LOOK AT A BRANDINSPIRES CREATIVITY IN DIFFERENT CHANNELS
  • 74. PRODUCTS ADVOCACIES ADVERTISING WE BELIEVE THAT EVERY BABY IS A LITTLE MIRACLEPARTNERSHIPS APPS AND TOOLS PACKAGING
  • 75. WHAT’S THE IDEA?
  • 76. EXERCISEWHAT’S THE IDEA?
  • 77. YOU CAN ACCOMPLISH ANY MISSION WHEN YOU USE THE YELLOW PAGES
  • 78. HAPPINESS IS BETTER WHEN IT’S SHARED WITH A FRIEND
  • 79. THERE IS A VOYEUR IN ALL OF US
  • 80. EXERCISETHE 4As WANTS TO GET MORE YOUNG PEOPLE INTO ADVERTISING AS A CAREER IDEA?
  • 81. HOW THE IDEA WILL BE EXPERIENCED
  • 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. RESIST THE IMPULSE TO START WITHMEDIA/TOUCHPOINTS/CHANNELS (THAT COMES LATER)
  • 84. THINK EXPERIENCE
  • 85. THINK STORY ARC
  • 86. EVERY STORY ARCHAS A BEGINNING, MIDDLE AND END
  • 87. WHAT’S THE STORY ARC?
  • 88. THE STORY ARCRECRUITING FOR THE JOB OF ISLAND CARETAKER
  • 89. STORY ARC QUESTION (e.g. HOW WOULD WE RECRUIT PEOPLE FOR THE BEST JOB IN THE WORLD?) _________________________________BEGINNING? MIDDLE? END?
  • 90. THE STORY ARCFINDING INDIA’S NEXT GENERATION OF LEADERS
  • 91. CASE WORK TIME!
  • 92. THE CHALLENGE
  • 93. CYBER-BULLYING IS AGROWING SOCIETAL ISSUE IN THE PHILIPPINES
  • 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. YOUR DELIVERABLES STRATEGY(PROBLEM, GOAL, TARGET, BRAND ROLE) IDEA EXECUTION
  • 96. 2 HOURS TO WORK 10 MINUTES TO PRESENT 1 WINNERYOUR PEERS AS THE JUDGES
  • 97. IN CLOSING
  • 98. WHAT DID YOU LEARN?
  • 99. “IF YOU DO NOT ASK THE RIGHT QUESTIONS, YOU DO NOT GET THE RIGHT ANSWERS” EDWARD HODNETT
  • 100. QUESTIONS ARE AN EFFECTIVE TECHNIQUE TO USE IN CREATING IMC WORK
  • 101. Gino BorromeoTHANK YOU VP/Head of Planning McCann Worldgroup Philippines @manilapaper