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The Leader Story 02 - The new marketing dynamic of co-creation age, by R3 Worldwide

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Đã có thời, vũ khí bí mật trong Marketing là “tốc độ” - ai ra mắt trước, người đó (có nhiều cơ hội) thống lĩnh thị trường. Câu chuyện X-Men “tay trắng làm nên” vẫn còn được nhắc đến rất nhiều.

Rồi vũ khí tiếp theo là “quy mô” - tung sản phẩm nhanh, nhiều thương hiệu, portfolio mạnh tạo nên lợi thế cạnh tranh tuyệt đối. Đó là thời điểm của Unilever, Masan, Vinamilk…

Sau “quy mô” là “sáng tạo”, đặc biệt trên môi trường digital. Những case study của Coca-Cola, Close-Up (Unilever) hay gần nhất Bitis (và… Điện Máy Xanh?) đã chứng tỏ sự khác biệt sáng tạo có thể làm nên thành công vang dội cho thương hiệu.

Khi việc làm ra một chiến dịch truyền thông sáng tạo không còn là “đặc quyền” của các tập đoàn lớn, thì câu hỏi của các marketer là “Vũ khí bí mật tiếp theo sau “sáng tạo” là gì?”

Câu trả lời có lẽ Đồng Sáng tạo - Co-Creation.

Tinh thần Đồng Sáng tạo vốn rất quen thuộc trong mảng Marketing tại các quốc gia phát triển (như JWT đã đồng hành cùng Unilever từ năm 1902 hay quan hệ giữa các tập đoàn Nhật Bản) nhưng (có vẻ) chưa phổ biến tại Việt Nam, khi gần 80% dự án Marketing hiện tại vẫn dựa trên nguyên tắc Pitching (đấu thầu).

Với tinh thần Co-Creation, client và agency đồng hành trên những mục tiêu chiến lược và dài hạn - tạo dựng từ nền tảng cam kết và tin tưởng. Chính Co-Creation là một trong những nhân tố giúp nhà máy sữa Trường Xuân thuộc công ty Đường Quảng Ngãi từ vị thế khiêm tốn “lột xác” trở thành VinaSoy - doanh nghiệp 3.000 tỷ doanh thu (hơn 80% thị phần sữa đậu nành). Đi cùng thành công đó là The Purpose Group - agency đã đồng hành cùng Vinasoy hơn 5 năm.

Tinh thần Co-Creation yêu cầu một cách vận hành marketing và hợp tác hoàn toàn khác, vốn không thể đạt được với cách làm “marketer tự lên chiến lược - đưa agency thực thi” truyền thống. Vậy bí quyết nào để mang tinh thần Co-Creation vào chiến lược lẫn hoạt động hàng ngày?

The Leader Story 02 sẽ trả lời câu hỏi này qua phần chia sẻ của:

* The new marketing dynamic of co-creation age
Ms. ShuFen Goh - Principal & Co-Founder, R3 Worldwide. President, Institute of Advertising - Singapore
R3 - tập đoàn tư vấn hàng đầu thế giới về marketing effectiveness cho các tập đoàn hàng đầu như Unilever, Samsung, Coca-Cola, McDonald, Adidas sẽ chia sẻ về cách những người tiên phong này đang xây dựng và vận hành bộ máy marketing của mình.

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The Leader Story 02 - The new marketing dynamic of co-creation age, by R3 Worldwide

  1. 1. The new marketing dynamic of co-creation age 9 May 2017 Vietnam
  2. 2. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 2 INTRODUCTION TO R3
  3. 3. 3 With our deep insight and ongoing research into agencies, we provide independent consulting on Agency Search, Compensation and Evaluation – covering Creative, Media, Digital, PR, Social, CRM and Event agencies RETURN ON AGENCIES RETURN ON MEDIA With one of the largest databases of media costs and rebates, we provide independent media auditing, financial auditing and process improvement We review marketing data, structure and processes to help benchmark and drive improvement. RETURN ON INVESTMENT IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
  4. 4. Driving effectiveness by optimizing people, processes and data People Processes Data Do you have the right talent internally, and with your partners, to help you meet your future goals? Are your and your partners’ working processes optimal and how can they be enhanced and improved? Are you measuring the right things, do you have the right measurement structures to truly drive insights? OUTCOME Greater Clarity Where you are, where you’re lacking, and how to close the gap Greater Insights Using independent experts to benchmark marketing metrics Greater ROI Clear action areas identified to drive more ROI from marketing IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
  5. 5. ALMOND BOARD OF CALIFORNIA AMWAY ASIA PACIFIC BREWERIES BP CAMPARI CONAGRA DAIRY QUEEN KIRIN MASTERCARD MEAD JOHNSON NUTRITION MERCEDES BENZ NEWS CORPORATION PERFORMANCE MOTORS SAM'S CLUB SINGTEL DENTSU DIAGEO DISCOVER FINANCIAL SERVICES EDB SINGAPORE FONTERRA HORMEL KIMBERLY CLARK STATE FARM SINGAPORE TOURISM BOARD TATA MOTORS TELKOMSEL UNILEVER WALGREEN'S 11 out of the top 20 largest global marketers engage R3 6
  6. 6. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES Thought leadership Who does social media marketing beyond the big boys? - A report of 40 of the best social agencies around the world What partnership model works best? - A report of 40 of the best integrated marketing campaigns around the world How is technology influencing marketing? - A report of 40 of the best ad-tech cases around the world 2013 2014 2015 6 How is relationships between marketers and their agencies ? - A report of 40 of the best global relationships around the world. 2016
  7. 7. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 7 DRIVING BRAND GROWTH
  8. 8. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 8
  9. 9. Contributors Interviews – 13 CEOs, CMOs, Founders of international and Asian companies Arrif Ziaudeen Founder, CEO Chope Dr Beh Swan Gin Chairman, EDB Bidisha Nagaraj Former Group President, Marketing, Coffee Day Group Erica Kerner VP marketing, Tiffany & Co. Asia Pacific Gunjan Soni CMO Myntra Fashion Karen Ngui MD & Head, Group Strategic Marketing Communications, DBS Mie-Leng Wong, Director International Brands, Tiger Beer Neerja Sewak Executive VP, CCO Cerebos Piotr Jakubowski CMO, Go-Jek Sam Ahmed SVP, Head of Marketing, Mastercard Shakir Moin VP, CMO, Coca Cola Vittavat Tantivess Executive VP, Charoen Pokphand Group Yuen Kuan Moon CEO Consumer, Singtel
  10. 10. Contributors Survey – 30 senior marketers across Asia
  11. 11. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES Role of Marketing 1 1 • 69% believe marketing influence GROWTH strategy • 79% believe marketing drives COMPETITIVE ADVANTAGE • 55% believe marketing is essential for INNOVATION advantage • Yet, the majority of marketers (86%) feel only somewhat prepared to navigate their brands into the future.
  12. 12. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES Gaps identified 1 2 • 62% dissatisfied with how their organization uses data and tech in marketing. • Almost half believe Agencies can be main driver and help improve use of data and tech, along with internal teams • However, 55% are dissatisfied or undecided about their agency partners
  13. 13. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES Agencies Key For Collaboration & Co-creation 13 “Agencies are an incredibly valuable part of our ecosystem. They are subject matter experts. They are tacticians. They help us test and learn, and they bring ideas to the table that we may not have internally.” Vice President, Digital Direct & Marriott.com at Marriott International
  14. 14. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 14 SECRETS TO A STEADY MARRIAGE #1
  15. 15. Global 40 Overview by Marketer Oldest Relationships
  16. 16. Largest Relationships by Number of Markets Global 40 Overview by Marketer 33
  17. 17. #1 Look to new models Similar to a human marriage, agencies and clients should continue to keep things fresh—whether it’s the Brand Agency Leader model or IMC innovation. The 6 Secrets of a Great Global Marriage
  18. 18. New Agency Roles Agency Model making news at all marketing events 8
  19. 19. Consultants? Agencies? 19 Deal Value Over $2bn In 2016
  20. 20. Talent Fight With Tech Firms 20
  21. 21. Mastercard Case Study
  22. 22. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES Innovation needs the right partners How Mastercard evolved its agency model to foster innovation 2 Key Drivers • Need for Omni-channel approach • Strategy needs to be digital at core • Partners go beyond agencies to including tech vendors, programmatic specialists 22 Lead Agency Model
  23. 23. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES Innovation needs the right partners How Mastercard evolved its agency model to foster innovation 3 Moving to Real Time Marketing meant having a ecosystem of Best in Class partners Key Drivers • Need for Omni-channel approach • Strategy needs to be digital at core • Partners go beyond agencies to including tech vendors, programmatic specialists 23
  24. 24. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES Mastercard Video
  25. 25. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 25 BEST PRACTICES
  26. 26. Two Case Studies
  27. 27. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES IBM Immersion Inspiration Impact
  28. 28. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES IBM Video
  29. 29. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES Unilever Integrity Integration International
  30. 30. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES Unilever Video
  31. 31. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 31 SECRETS TO A STEADY MARRIAGE
  32. 32. #2 Face time matters • You can’t build relationships on emails and PPT alone • Getting together weekly, quarterly, project basis matters The 6 Secrets of a Great Global Marriage
  33. 33. #3 Focus on outcomes, not inputs • Money matters should not be afterthough • Holding agency accountable, makes you more accountable to your management • “Skin in the game,” essential for success and alignment on mutual outcome • Move beyond HOURS, talk about how much it will sell and what it will do for brand equity . The 6 Secrets of a Great Global Marriage
  34. 34. #4 Take digital seriously • Hire digital agencies by the year, not by the yard • Short term projects = short term mindset = Poor strategic planning and analytics = Always testing and not learning. The 6 Secrets of a Great Global Marriage
  35. 35. #5 Immersion both ways • In the best global relationships, both sides spend time to become immersed in the other. • Be in each other’s shoes • Be each other’s advocate The 6 Secrets of a Great Global Marriage
  36. 36. #6 Benchmark and evaluate The 6 Secrets of a Great Global Marriage • You can’t improve what you don’t measure. TRUST is built by accountability and transparency • Measure not just your campaigns and business, consider independent audits to benchmark against market and learn from best-in-class • Marriage counselling close gaps before they become issues - Monitor the health of the relationship via 360 degree evaluation • Continuous improvement on ways of working and marketing ROI
  37. 37. Thank You!Thank You! IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES shufen@rthree.com +65 9675 9069 37 Shufen Goh twitter.com/R3WWfacebook.com/r3worldwiderthree.com/en slideshare.net/R3wwlinkedin.com/company/r3

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