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Young Lions Czech Republic 2018
Media category - Team 18

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YL18 media 18_brainone

  1. 1. KEY INSIGHTS Agency Creative Director The only person who is motivated to be creative. Business People Our main interests are goals of the company. Slide 1Team 18 Lukáš Krčil, Martin Zdražil – Brain One The truth is, they have the same interest. (McK) But don’t know it yet. All advertisers tell you that they want to be creative. But their goals are just sales-oriented.
  2. 2. Teach the advertisers to adopt creative KPIs. And give agencies the business KPIs. STRATEGY Slide 2Team 18 Lukáš Krčil, Martin Zdražil – Brain One – Get 20 extra shortlists at Cannes Lions in 2019 – Get 3 extra Cannes Lions awards in 2019 – Make creativity part of DNA of 40 Czech companies – Make 40 Czech cases demonstrating the value of creativity
  3. 3. Let’s change our industry. By making creative director a fundamental member of the client’s board. BIG IDEA Slide 3Team 18 Lukáš Krčil, Martin Zdražil – Brain One – This change cannot be delivered by communication, but by experience – 6-month mission. 1 campaign. 1 Lion nomination. – Other companies with creative competence are already doing it
  4. 4. 1. STEP: AGENCIES Slide 4Team 18 Lukáš Krčil, Martin Zdražil – Brain One Let's bring creativity on the board creativityontheboard.cz Event party on the board driven by AKA Social influence of top professionals
  5. 5. 2. STEP: CLIENTS Slide 5Team 18 Lukáš Krčil, Martin Zdražil – Brain One We are ready to invest in your creativityInvestment offer for TOP clients Open call for all Czech brands
  6. 6. MISSION ACCOMPLISHED Slide 6Team 18 Lukáš Krčil, Martin Zdražil – Brain One Experience the value of creative communication in 6 months – Integration of creativity into DNA – Creating a key campaign together – Aim for the trophy & financial benefits
  7. 7. 3. STEP: MAKE IT A STANDARD Slide 7Team 18 Lukáš Krčil, Martin Zdražil – Brain One Scale process by showing Czech proofs New product Creativity on The Board Successful stories with CD and CFO/CEO Sharing local results via media
  8. 8. CONVERSION FLOW Slide 8Team 18 Lukáš Krčil, Martin Zdražil – Brain One Party on the board Creativity ontheboard.cz 1. Agencies 2. Clients 3. Make It A Standard Investment offer for clients Open call via marketing media Stories with CD & CFO/CEO Sharing local results via media Change of the Czech creative industry 40 agencies signed up 120 brands interested 20 extra nominations 3 extra Cannes Lions Event party on the board New product in the industry Social influence of professionals Spreading open call via social
  9. 9. TIMING & BUDGET Slide 9Team 18 Lukáš Krčil, Martin Zdražil – Brain One 1. Party on the board 200 000 CZK 2. Website Barter 3. Media budget (MaM, Mediář, AdWords, Social) Barter From June 2018 Till end of Christmas 2018 Cannes Lions 2019 No more than 200 000 CZK 1. Agencies 2. Clients 3. Make It A Standard
  10. 10. WILL IT WORK? Slide 10Team 18 Lukáš Krčil, Martin Zdražil – Brain One Daniel, CMO Robert, CFO Gabriela, MKT Libor, CMO YES, we would like to try it. No, we are not the company for this. YES, we would like to try it. We’rea already doing it and it is cool. 2 out of 4 managers are ready to try it.

Young Lions Czech Republic 2018 Media category - Team 18

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