Positioning an Ad agency


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The presentation talks about one of the possible executions in positioning an ad agency. It is seen that the organizations which claim to be the experts in developing great brands often have the worst brands. These organizations need to brand themselves too, and here is one way to do it

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Positioning an Ad agency

  1. 2. <ul><li>This presentation aims to create positioning, suggest strategy and develop tasks for a hypothetical 360 Agency in the Pakistan scenario. </li></ul><ul><li>For the sake of simplicity we will refer to this agency as Booch </li></ul>
  2. 3. <ul><li>Advertising? </li></ul><ul><li>Promotions? </li></ul><ul><li>Communications? </li></ul><ul><li>Sales generation? </li></ul>
  3. 5. <ul><li>Mediocrity </li></ul><ul><li>The level of creativity in our industry is shameful at best </li></ul><ul><li>Booch plans to elevate the overall standard of creativity in the industry by educating clients and also by cultivation an in-house culture where creativity can flourish and prosper. </li></ul>
  4. 6. <ul><li>Brands are the driving force of the future </li></ul><ul><li>And strong brands thrive on ideas and innovation </li></ul><ul><li>Innovation and creativity is the key selling point of Booch </li></ul>
  5. 7. <ul><li>The way we see the world is based on our perceptions of it. To solve the problems of the future we would have to discard all existing ways of thinking, redefine the way we perceive this world and open our minds to the limitless world of the unknown. </li></ul><ul><ul><li>“ There are no truths. Just perceptions” </li></ul></ul><ul><ul><li>“ We don’t see the world as it is, we see it the way we are” </li></ul></ul><ul><li>Unlearn the known </li></ul><ul><li>Explore the unknown </li></ul><ul><li>Embrace the fantasy </li></ul>
  6. 8. Open your mind
  7. 9. <ul><li>What value does the Booch Brand give to its consumers </li></ul><ul><ul><li>Open the client’s minds to a multitude of parallel worlds which they think don’t even exist </li></ul></ul><ul><ul><li>Push for ideas which revolutionizes the way the world works </li></ul></ul><ul><ul><ul><li>Change perceptions </li></ul></ul></ul>
  8. 12. <ul><li>Future Driven </li></ul><ul><ul><li>Moving forward is at the heart of what Booch believes in. At every crossroad we believe that there is still, a better way to solve a given problem </li></ul></ul><ul><li>Exploration </li></ul><ul><ul><li>Open mindedness. Unless you are willing to explore and accept the unknown you will never be able to come up with new ideas </li></ul></ul><ul><li>Edgy/Bold </li></ul><ul><ul><li>Booch challenges conformity and does not accept at face value the existing ways of doing things </li></ul></ul><ul><li>Dynamic/Contemporary </li></ul><ul><ul><li>In sync with the changing world </li></ul></ul>
  9. 13. <ul><li>Innovation that works </li></ul><ul><ul><li>We believe that true innovation is about ideas that revolutionize the way the world works </li></ul></ul><ul><li>Note: </li></ul><ul><ul><li>“ In actuality nothing changes, the only thing which changes is our perceptions” </li></ul></ul><ul><ul><li>There are no revolutions.. Just a change of perceptions </li></ul></ul>
  10. 14. <ul><li>The Booch way of life </li></ul><ul><li>A way of life which cultivates and encourages innovation such that it becomes second nature to us (the 3M Philosophy) </li></ul>
  11. 15. <ul><li>A series of programs that uplifts the total creativity in the organization </li></ul><ul><ul><li>Trainings </li></ul></ul><ul><ul><ul><li>Cannes Lions Showreel Discussions </li></ul></ul></ul><ul><ul><ul><li>Guest Speakers from the industry talking on a myriad of topics </li></ul></ul></ul><ul><ul><li>Team building and networking </li></ul></ul><ul><ul><ul><li>Booch Intranet </li></ul></ul></ul><ul><ul><li>Encourage employees to come up with their own hero projects and empower them to make them happen </li></ul></ul><ul><ul><ul><li>Be more open minded about failures and tweak ideas rather than kill them </li></ul></ul></ul><ul><li>A tool to showcase our key strength to our clients </li></ul><ul><ul><li>Our biggest asset is our people and the way they have been trained to think </li></ul></ul>
  12. 16. <ul><li>Contemporary Designs </li></ul><ul><li>Dynamism </li></ul><ul><ul><li>Movement </li></ul></ul><ul><li>Bold Booch </li></ul><ul><li>Paradoxes of the World </li></ul><ul><ul><li>Things that make you think “how is that possible” </li></ul></ul><ul><li>Optical Illusions </li></ul><ul><li>Exploring the unknown </li></ul><ul><ul><li>Mountain Dew </li></ul></ul><ul><li>Open Mindedness </li></ul><ul><ul><li>Mentos – dimagh ki batti jala day </li></ul></ul>
  13. 17. <ul><li>The ideas that we talk about are bigger than any one individual. They change societies, drive cultures, shape perceptions and fuel revolutions. </li></ul><ul><li>Booch is an aggressive organization which believes “the end justifies the means”. So for the greater good of the world, if some heads have to roll, then be it! </li></ul>
  14. 18. <ul><li>Creativity and innovation often loses out on relevance or fails to connect with consumers on the first go </li></ul><ul><li>We have to be careful that we don’t come out looking too detached from our consumers and look like ‘do gooders’ in the process </li></ul><ul><li>We feel that if there is a certain imaginative belief that an idea would work even though popular consent is against it, we should still go ahead with it </li></ul><ul><ul><li>“ If I had asked the consumers what they wanted, they would have told me ‘A faster horse’” – Henry Ford </li></ul></ul><ul><ul><li>The Xerox Story </li></ul></ul>
  15. 19. <ul><li>Launch the new Booch brand with launch events in each of the 3 cities </li></ul><ul><ul><li>High end event where we call our potential clients, stalwarts from the ad industry (even our competitors), and ones who might want to work for us in the future </li></ul></ul><ul><ul><li>Reveal the new Booch philosophy and the Booch way of life </li></ul></ul><ul><ul><ul><li>Creative video to show the new concept and the evolution to the new brand </li></ul></ul></ul><ul><ul><li>Press Releases </li></ul></ul><ul><li>Print Campaign to reveal the new brand </li></ul><ul><ul><li>Your perceptions shape the way you see Booch. Lets see Booch for what it really is. </li></ul></ul>
  16. 20. <ul><li>Unlearn the known </li></ul><ul><ul><li>Existing associations/shades of the color Booch </li></ul></ul><ul><li>Explore the unknown </li></ul><ul><ul><li>Imagine/define unknown shades of Booch </li></ul></ul><ul><li>Embrace the fantasy </li></ul><ul><ul><li>Buy into the new fantasy and remain open minded for when this fantasy loses its relevance </li></ul></ul>
  17. 21. <ul><li>“ We shall not cease from exploration and the end of all our exploring will be to arrive where we started and to know the place for the first time” </li></ul><ul><li>What you feel is the end of journey means the start for us. </li></ul>