Young Lions Czech Republic 2018 Media category - Team 16

1. MORE CREATIVE
CAMPAIGNS BRING BETTER
BUSINESS RESULTS
Lucie Hrachovská & Rosťa Čítek

2. AMBITION
BARRIERS Innovation in marketing often results to in-house rejection
This generates resignation & creative routine
Change advertisers approach in accepting creative ideas by
better understanding value of creativity
TARGET AUDIENCES
Sceptics
Burned out

3. CHALLENGE
Address both groups within a company
&
provide reasons to believe in tangible value
of creative communication

4. INSIGHT
Despite different creativity
perception,
company success is success of all

5. STRATEGY
Emotional
experience
Reasons
&
arguments
Opportunity to
engage

6. IDEA
20 3+
5 0+
17 0-
BRANDEX
Market data
• SOM
• SOV
Creativity metrics
• Creative awards
• Social mentions
• Sentiment
VISUALIZE KEY BRAND
MEASURABLE SUCCESS
TO REVEAL CORRELATION

7. EXECUTION
Emotional
experience
Department´s discrepancy
RESTORE BRAND
BELONGING

8. EXECUTION
Reasons
&
arguments
Perceived as unnecessary risk
&
Additional expense
RATIONALIZE CREATIVITY
BENEFITS

9. EXECUTION
Opportunity
to engage
All company
&
agency excitement
Routine campaign planning
CLIENTS

10. MEASURABLE SUCCESS
Brandex metrics YoY
improvement
Paid
Owned
Earned
LinkedIn TOP 300 adv 110k CZK
Search 20k CZK
Emails TOP 300 adv 0 CZK
Conference 400 visitors 50k CZK
Microsite 5k visits/month 0 CZK
Social streaming 5k viewers 20k CZK
PR articles key titles 0 CZK
Social reach & interactions 0 CZK
Gap between active
&
non-active marketers