3. 3
EINSTEIN dAdO
CREATES “VALUE”
• EINSTEIN dAdO is a:
“Value Creation Company”
• We simply find the “value” that
already exists in your product.
• We define, polish and develop that
value.
• Then we grab hold of the consumer’s
mind…
• And we put that value inside.
• ED doesn’t just create great design.
• We’re don’t simply develop advertising.
• Building brands is just a part of our job.
4. 4
OUR “PROCESS”
1 > Consumer/Trade Research
2 > In-Depth Market Analysis
3 > Strategic & Media Planning
4 > Concept Development
5 > Production Perfection
6 > Endless-Loop Feedback
• A ‘cubic’ approach to the development of
communication that actually sells:
5. 5
OVER 400%
INCREASE IN SUNDAY VOLUME
Xel-Ha Entradas Quintanarroenses
01/Apr
08/Apr
15/Apr
22/Apr
29/Apr
06/May
13/May
20/May
27/May
03/Jun
10/Jun
17/Jun
24/Jun
01/Jul
08/Jul
15/Jul
22/Jul
29/Jul
05/Aug
12/Aug
19/Aug
26/Aug
02/Sep
Bad
Weather
EINSTEIN dAdo "Recuerda" Campaign
TrendLines
With ED
Without ED
Sundays
6. 6
WHAT MAKES
GREAT ADVERTISING?
•Many say “advertising ain’t brain surgery”
– Yes, ads that don’t sell “aren’t brain surgery”
•Great advertising is an equal balance
between science and art.
•It is a complex combination of:
• Communication science
• Creativity
• Years of design training
• Injecting intriguing elements
• Good judgment
• Motivational psychology
• The study of human nature
• Marketing theory & analysis
• Lessons from trial & error
• Learning from research
7. 7
A SIMPLE
MARKETING TEST
• What has more value in terms of making
money from consumers?
1. All the property under Disneyland, Disney World
and Euro Disney...
• or the name “Disney”?
2. The name “Disneyland”...
• or the slogan “The Magic Kingdom”?
3. All of the above put together...
• or “Mickey Mouse”?
8. 8
WHAT’S SO
GREAT ABOUT A MICKY?
• Micky makes millions -- every single day!
– Mickey is very valuable concept.
– Truly effective, impactful, sales-generating
concepts are often one-in-a-million…
– And they are more complicated than they look!
• Could your product use a Micky Mouse?
EINSTEIN dAdO creates Mickey Mice.
9. 9
• Truly great advertising is composed of many
interacting, but distinct, elements:
– Relevant Strategic Concept
– + Visual “Hook”
– + Dynamic Design
– + Great Production
– + “Catchy” Headline
– + Product-Related Name
– + Logo That Communicates
– + Slogan That Explains
– = A Mickey Mouse
WHAT’S SO
COMPLICATED ABOUT A MICKY?
13. 13
MARKETING
SOLUTIONS ‘R’ US
• Kevin Lenard _ President
– 20 years with McCann, FCB, Bozell, Saatchi &
Saatchi,Grey and EINSTEIN dAdO.
– Experience in Canada, the US, Western &
Eastern Europe, Australia, Asia, Middle-East,
Africa, and now Mexico.
– Marketing solutions for brands from Coca Cola to
P&G, and from Volkswagen to Mars and Cadbury.
Lic. Motivational Psychology, Post-Grad Deg. Advertising
14. 14
– 9 years experience at Ted Bates,
Saatchi & Saatchi, & EINSTEIN dAdO.
– International product launch specialist
in Europe & the Middle-East.
– Holder of P&G’s ‘Global Business-
Building Award’ & Saatchi Worldwide’s
‘Most Creative FMCG Campaign’.
– Brand experience on Texaco, DHL,
Pampers, Carlsberg, Roche & Pepsi.
• Liesbeth Lenard _ Creative Director
Lic. Marketing & Advertising, graduated Summa Cum Laude
MARKETING
SOLUTIONS ‘R’ US
15. 15
Kevin Lenard
President
Market Analysis
Strategic Planning
Liesbeth Lenard
Creative Director
Concept Development
Strategic Planning
Betty Carillo
Office Services
Daniel Gutierrez
Graphic Designer
Ariel Novilla
Snr. Graphic Des.
Maru Flores
Art Director
Campaign Format
Design
Daniel Galbarini
Illustrator/Designer
Jorge Martinez
Associate Creative Director
Text Writing
Stephan Missier
Account Manager
Karina Vinzon
Account Manager
Media Manager
Marco Chavez
Director Client Service
Ventas
Production
Igor Rocha
Junior Art Director
Maheli Hernandez
Production
Co-Ordinator
Claudia Hurtado
Research Manager
James Wills
Copywriter
Filipe Schiffrin
Photographer
We build the solid platforms our clients'
marketing efforts are based on.
Design designed to build sales
COMMUNICATION3:
GRUPO dAdO
• Over4 years of growth in the Sureste.
16. 16
ED’S TOTAL
COMMUNICATION MANAGEMENT
1. Production of your communication material (cost +10%)
2. All of your design: logos, coupons, signage, menus, etc.
3. Design & advice on promotional support material
4. Website & CD ROM design & supervision of production
5. E-mail campaign development & distribution supervision
6. Advertising concept development and production
7. Corporate advertising (+ business to business)
8. Communication strategy development
9. Consumer research design & supervision (cost +10%)
10. Media strategy development + supervision of plans/buying
11. Marketing plan assistance & advice
12. Marketing issue analysis & conceptual solution creation
13. Development of new product concepts
17. 17
WHAT CLIENTS
ARE SAYING ABOUT ED
• In explaining to his Finance Director why
EINSTEIN dAdO is such a strong partner:
“EINSTEIN dAdO is the ham in ham & eggs --
totally committed to the job.
The chicken is merely involved!”
El CoraZone investor & Grupo Caracol owner
Hans Luebbe
Client since 2002
883-0905
18. 18
EINSTEIN dAdO
>>> WHAT’S IN A NAME?
• “Imagination is more important than
knowledge”
- Einstein meant it’s not what
you know, but how you use it.
- He said this to persuade
closed-minded colleagues to
think ‘outside the box’.
- Albert is an ‘icon’ for creative
thinking: what ED is paid for!
- Now Albert’s our icon, too.
19. 19
EINSTEIN dAdO
>>> WHAT’S IN A NAME?
• ‘dAdO’?
• At EINSTEIN dAdO es
“Dado que”…
• Our strategies are creative,
always.
- Our creative is strategic,
always.
- You get ‘communication
cubed’!
