Disruption

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    Disruption - Presentation Transcript

    1. DISRUPTION Or how doing things differently benefit the brand, the marketer and the consumer. Vietnam Marketing Conference 18 February 2009
    2. BIRGER How we come up with award-winning id Executive Creative Director TBWAVietnam LINKE Vietnam Marcom 10 June 2008
    3. TBWA VIETNAM
    4. TBWA 5th largest agency group in the world, and the fastest growing 1 Dentsu $ 2,171 -0.6% 2 BBDO $ 1,742 +13.2% 3 McCann Erickson Worldwide $ 1,619 +9.5% 4 DDB $ 1,432 +13.3% 5 $ 1,292 +13.8% 6 JWT $ 1,237 +8.5%
    5. TBWA 5th largest agency group in the world, and the fastest growing $12,694 $11,377 $10,820 $12,383 Part of the Omnicom Group, $10,000 the world largest Communications Group $6,554 $6,191 $5,872 $6,384 $2,951 $6,932 $1,841 $2,094
    6. TBWA 5th largest agency group in the world, and the fastest growing Part of the Omnicom Group, the world’s largest Communications Group 24th most creative company in the world
    7. TBWA 5th largest agency group in the world, and the fastest growing Part of the Omnicom Group, the world’s largest Communications Group 24th most creative company in the world 9,700 people in 75 countries in 258 offices
    8. OUR GLOBAL CLIENTS:
    9. AND OUR LOCAL ONES:
    10. WHY DO WE WORK FOR THEM THE WAY WE WORK?
    11. BRANDS HAVE RUN OUT OF JUICE
    12. More and more people in the world have grown to expect great performance from products, services and experiences. AND MOST OFTEN, WE GET IT.
    13. TAKE YOUR BIKE FOR EXAMPLE
    14. YOUR CUP OF COFFEE
    15. OR YOUR FRENCH FRIES
    16. SO WHAT MAKES SOME BRANDS INSPIRING while others suffer?
    17. THE ANSWER: Disruption
    18. BENJAMIN FRANKLIN SAID: “Insanity is doing the same thing over and over again, expecting different results.”
    19. DISRUPTION DOES THE OPPOSITE
    20. Vision: A projection of the company into the future, a big idea to aspire to. Convention: A widely Disruption: accepted belief. A radical new idea to help reach the vision faster.
    21. AN EXAMPLE: QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
    22. AN EXAMPLE: Convention till 1968 Disruption
    23. AND WHAT WORKS IN SPORTS, WORKS FOR BRANDS,TOO.
    24. HOW ABOUT COMPUTERS? Apple Computers
    25. Vision: Apple is the tool for creative minds Convention: In high technology products, Disruption: communication “Apple is not must revolve about bits and around product boxes, it’s about features values.” Steve Jobs
    26. AND HERE’S THE RESULT:
    27. QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
    28. QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
    29. QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
    30. TODAY, THE ONCE BIG COMPETITION IS JUST NO MATCH.
    31. QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
    32. QuickTime™ and a decompressor are needed to see this picture.
    33. AND HERE’S ANOTHER EXAMPLE:adidas
    34. LET’S HAVE A BILLBOARD FEATURING SOCCER GEAR.
    35. But does it have to be a bigger version of the poster? QuickTime™ and a decompressor are needed to see this picture.
    36. LET’S HAVE A POSTER FEATURING THE ALL BLACKS
    37. But does it have to be printed with color? QuickTime™ and a Sorenson Video 3 decompressor are needed to see this picture.
    38. AND HOW ABOUT LAUNCHING A SOCCCER BALL?
    39. Why not let the customer experience beeing the ball?
    40. BUT WE’RE IN VIET NAM! Our customers are simple people. We’re a mass market brand. They don’t understand.
    41. Disruption doesn’t mean doing crazy things, because they’re crazy. Disruption means doing what is right for the brand.
    42. Communicating a simple message relevant to the target audience.
    43. BUT different from what everybody else is doing.
    44. A LOCAL EXAMPLE: Vinamilk’s Dielac
    45. Vision: Vinamilk understands the Vietnamese mom Convention: Communicating benefits and Disruption: ingredients gives Establish an the brand emotional credibility connection
    46. AND HERE’S THE RESULT:
    47. QuickTime™ and a decompressor are needed to see this picture.
    48. AND THROUGH THE LINE:
    49. THE RESULT IN FIGURES: +12% IN VOLUME
    50. A 2ND EXAMPLE: Best Carings
    51. YES, DISRUPTION EVEN WORKS FOR
    52. Vision: Best service and best care Convention: Promotions drive Disruption: purchase Communicate Japanese values
    53. THE RESULT IN FIGURES: +40% IN SALES VOLUME
    54. TO FINISH: These examples show, how you can transform your brand into an inspirational brand.
    55. And at the same time make your brand more successful, give to the consumer something he can enjoy and appreciate, instead of wasting his time, …
    56. … and get yourself a promotion, because your campaign does so well!
    57. CAM ON
    58. QUESTIONS OR FEEDBACK? Birger.Linke@TBWA.com.vn

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    Disruption
    Birger Linke
    http://www.vietnammarketi more

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