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Tbwa Presentation


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Tbwa Presentation

  1. 1. An Introduction to TBWAGroupChina
  2. 2. TBWAGroupChina <ul><li>Full-service, integrated marketing group </li></ul><ul><li>Owned by Omnicom and part of the TBWA Worldwide network </li></ul><ul><li>Offices in Shanghai, Beijing, and Guangzhou </li></ul>TBWAGroupChina  incorporates  best in class specialists to deliver disruptive total brand strategies for clients across China.
  3. 3. <ul><li>TBWA Worldwide </li></ul><ul><ul><li>TBWA was formed in 1976 and has longstanding relationships with iconic brands like Apple, adidas, Chivas, Nissan and McDonald’s and is recognised as one of the fastest growing top-ten global agency networks. </li></ul></ul><ul><ul><li>Recognition </li></ul></ul><ul><ul><li>TBWA - Most creatively recognised network in the world ( Creativity 2007 Awards Report) </li></ul></ul><ul><ul><li>TBWA - Most-awarded agency network in the world (The Gunn Report, 2005) </li></ul></ul><ul><ul><li>TBWA - Adweek’s 2006 “Global Agency of the Year” </li></ul></ul><ul><ul><li>TBWA Asia Pacific - Adfest 2004 & 05 “Network of the Year” </li></ul></ul><ul><li>TBWA Asia Pacific - Media’s Regional Agency of the Year 2005 & 06. </li></ul><ul><li>TBWAChina </li></ul><ul><li>TBWA China is far more than an advertising agency. We think of ourselves as a DISRUPTION agency. </li></ul><ul><li>We come up with ideas that are much bigger than just a 30-second TV spot, a magazine ad or a billboard. We come up with ideas that re-define businesses, inspire companies and completely change the way that audiences see and interact with a brand. </li></ul><ul><li>TBWAChina opened its doors in 1996 and has offices in Beijing and Shanghai. </li></ul>TBWA Snapshot Key China Clients 9.700 people, 258 offices, 75 countries
  4. 4. <ul><li>The Insight: </li></ul><ul><ul><li>Shoes are a women’s staunchest ally in feeling beautiful. </li></ul></ul><ul><li>The Strategy: </li></ul><ul><ul><li>百丽-百变所以美丽 </li></ul></ul><ul><ul><li>Belle - Hundreds of changes make you beautiful . </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>Most memorable advertising in the category. </li></ul></ul><ul><ul><li>High recall and salience of tagline: voted one of the top ten advertising taglines in a survey conducted by </li></ul></ul><ul><ul><li>Younger and more modern image </li></ul></ul><ul><ul><li>Brand buzz and media coverage </li></ul></ul><ul><ul><li>Increased in-store traffic </li></ul></ul><ul><ul><li>Significantly higher traffic than competitors </li></ul></ul>Case Study: Belle Shoes
  5. 5. Case Study: adidas women <ul><li>The Insight: </li></ul><ul><ul><li>When women do sport they focus and concentrate. They have an image in their head of who they want to be. Any progression makes them get closer to this image, and built more confident. </li></ul></ul><ul><li>The Strategy: </li></ul><ul><ul><li>To bring the adidas women theme “Power From Within” to life in China. </li></ul></ul><ul><li>Results: </li></ul><ul><ul><ul><ul><li>The consumer participation of “adi-libria” program launched in gym is high </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The concept of “Join Women’s Movement to become the woman you want to be” is very well accepted by Chinese target. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Establish a women community through the promotion of “Women’s Movement” </li></ul></ul></ul></ul>
  6. 6. TEQUILA Snapshot <ul><li>TEQUILAWorldwide </li></ul><ul><ul><li>Founded in Paris in 1986 by Jean-Marie Dru, President & CEO,TBWAWorldwide. </li></ul></ul><ul><ul><li>TEQUILA has since become one of the world’s leading and fastest growing integrated marketing networks with 48 agencies in 33 countries. </li></ul></ul><ul><li>TEQUILAChina </li></ul><ul><ul><li>Established in China in 2003, TEQUILA is one of the fastest growing agencies on the mainland - it is now ranked as one of the top three Below the Line (BTL) agencies in market. </li></ul></ul><ul><ul><li>Benefiting from local market knowledge and expertise, it employs over 80 of the industries leading talents </li></ul></ul><ul><ul><li>With offices in Shanghai, Beijing and Guangzhou the agency focuses on one-to-one marketing solutions. </li></ul></ul><ul><li>TEQUILAServices </li></ul><ul><ul><li>The agency focuses on one-to-one marketing solutions comprising: </li></ul></ul><ul><ul><ul><li>CRM </li></ul></ul></ul><ul><ul><ul><li>Direct Marketing </li></ul></ul></ul><ul><ul><ul><li>Event Marketing </li></ul></ul></ul><ul><ul><ul><li>Experience Marketing </li></ul></ul></ul><ul><ul><ul><li>Promotional Marketing </li></ul></ul></ul>Some key China Clients
  7. 7. Case Study: Chivas <ul><li>The Insight </li></ul><ul><ul><li>In their quest for success Chinese consumers are losing control over their personal lives. Life has become a struggle and a strain. They need to be inspired to get more from their lives (to enjoy a fuller life). </li></ul></ul><ul><li>The Strategy </li></ul><ul><ul><li>Premium bai jiu appeals to older, more conservative Chinese consumers. </li></ul></ul><ul><ul><li>These consumers are focused on heritage and successful brands are able to deliver high ‘face value’. And thus bai jiu is drunk at traditional events and used for business entertainment. </li></ul></ul><ul><ul><li>Chivas realised that in order to succeed in China the brand had to become relevant for a more international and experimental consumer. </li></ul></ul><ul><ul><li>The strategy was therefore to deliver “this is the Chivas life” experientially and build relevance around the ATL campaign </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>In addition to increasing market share, key success indicators for Chivas in China were expanding distribution in the on-trade market while reinforcing trade loyalty within existing distribution </li></ul></ul><ul><ul><li>This is not surprising given that over the party period same outlets sales increased by an average of 433% </li></ul></ul>
  8. 8. INTEGERSnapshots <ul><li>INTEGER </li></ul><ul><li>INTEGER is Omnicom’s retail marketing agency and a subsidiary of TBWA. Launched in 1993, The Integer Group is now recognized as one of the worlds fastest growing and most successful shopper marketing Network. </li></ul><ul><li>INTEGERChina </li></ul><ul><li>Launched in May 2007, INTEGER is fast becoming one of China’s leading promotion and retail marketing agencies. With offices in both Shanghai and Guangzhou. INTEGER’s marketing solutions are derived from market leading strategic planning based around TBWA Group’s core Disruption philosophy and strategic methodology. </li></ul>INTEGER Services Retail related services includes: - Sales activation strategy - Disruptive creative development - Promoter management - Retail experiential marketing Our Key Global Clients Our China Clients
  9. 9. Case Study: Coors Light NFL Campaign Print POSM Promo Banner Counter Card Cooler Bench Packaging Off-Premise Channel Extension <ul><li>RESULTS </li></ul><ul><li>Labor Day 2006 outperformed the category share vs. Bud Light ® and Miller Lite ® </li></ul><ul><li>Total distributor retail support spending increased by 23% in 2006 </li></ul><ul><li>CHALLENGE </li></ul><ul><li>SuperBowl is the golden season for all the beverage brands </li></ul><ul><li>Lack of ATL support, compare to the enormous coverage from Bud Light </li></ul><ul><li>STRATEGY </li></ul><ul><li>Switch the focus on the channel activation to build the brand association with NFL and SuperBowl event. </li></ul><ul><li>Develop integrated, cross channel and category customer (trade) program to win the support at the retail level. </li></ul><ul><li>Offer event related and added value incentives to drive retail sales volume and build brand association with NFL. </li></ul>
  10. 10. Snapshot <ul><li> </li></ul><ul><ul><li>Full service, interactive agency founded in 1995 with 550 employees, wholly owned by Omnicom Group and TBWAWorldwide </li></ul></ul><ul><ul><li>60+ awards in 2006 </li></ul></ul><ul><li>Agency.comChina </li></ul><ul><ul><li>China offices founded in Shanghai in 2007, comprised of digital resources in TEQUILA with 2 year history of digital work </li></ul></ul><ul><ul><li>Experience, and standards of quality, of a global digital network working with premium multinational brands combined with a local focus and deep understanding of Chinese digital culture </li></ul></ul><ul><li>Services </li></ul><ul><ul><li>Digital Marketing Strategy & Development </li></ul></ul><ul><ul><ul><li>Online advertising, Social Media, Mobile Marketing, Online Content Development </li></ul></ul></ul><ul><ul><li>Online Media Planning </li></ul></ul><ul><ul><ul><li>Display, Search, Results Analytics </li></ul></ul></ul><ul><ul><li>Web Site Strategy & Development </li></ul></ul>Key Global Clients: Key China Clients: Locations:
  11. 11. Case Study : <ul><li>Challenge: </li></ul><ul><ul><li>Spirit brands shout over each other in clubs and bars with parties. </li></ul></ul><ul><ul><li>Research showed this activity was not always significantly attributed to a specific brand </li></ul></ul><ul><li>Solution: </li></ul><ul><ul><li> site - engages consumers both on-premise and online </li></ul></ul><ul><ul><ul><li>plan and share their Chivas Life with friends </li></ul></ul></ul><ul><ul><ul><li>photo forwarding and voting, party invitations and online competitions </li></ul></ul></ul><ul><ul><li> gives the brand a presence with consumers before, during and after their night out, extending the brand’s role and helping it stand out from the competition. </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>In the first six months: </li></ul></ul><ul><ul><ul><li>Party Life collected over 15,000 email addresses </li></ul></ul></ul><ul><ul><ul><li>Captured photographs from over 250 events </li></ul></ul></ul><ul><ul><li>The Party Life desktop calendar has been downloaded by over 7,000 people </li></ul></ul><ul><ul><li>Over 13,000 photographs have been posted with over 90,000 photo ratings </li></ul></ul>
  12. 12. Auditoire Snapshot <ul><li>AuditoireParis </li></ul><ul><ul><li>Events specialists founded in 1989, now under Omnicom Group & TBWA. Most awarded events agency in France </li></ul></ul><ul><ul><li>Incorporates widely acclaimed luxury / fashion events agency LA MODE EN IMAGES managed by Olivier Massart </li></ul></ul><ul><li>AuditoireChina </li></ul><ul><ul><li>Founded 2006 in Shanghai under TBWAGroupChina </li></ul></ul><ul><ul><li>Positioned as ‘the’ premium events agency in China </li></ul></ul><ul><ul><li>Provides fully integrated event concepts/solutions to clients with an aim to bring unforgettable experiences to target audiences </li></ul></ul><ul><li>Services </li></ul><ul><li>Professional 1-stop services for the following: </li></ul><ul><li>Grand ceremonies </li></ul><ul><li>Experiential marketing </li></ul><ul><li>Product launches </li></ul><ul><li>Fashion shows / luxury functions </li></ul><ul><li>Exhibitions / road shows </li></ul><ul><li>Corporate conferences </li></ul><ul><li>VIP parties </li></ul><ul><li>PR / media functions </li></ul>Key clients (China & global)
  13. 14. The slash is our rallying cry. The worldwide symbol that brings us together. Constantly pointing us toward the future. Challenging us to think not only about “what is” but also “what could be”. It connects the most Passionate, creative minds In the world, granting them the independence to believe in their instincts and trust the magic It is a symbol of our prime skills. Our ability to see and define the possibilities of tomorrow, and to transform a client’s future through the power of an idea. It is our diagonal lightning rod for change.
  14. 15. Our tools, our process, our philosophy Convention Disruption Vision
  15. 16. = Increasing market value/growth
  16. 17. Agency philosophy <ul><li>People matter. </li></ul><ul><li>Culture matters. </li></ul><ul><li>Chemistry matters. </li></ul><ul><li>Integrity matters. </li></ul><ul><li>Without these relationships are doomed to failure. </li></ul>
  17. 18. Agency offices in China
  18. 19. TBWAGROUPCHINA TBWAGroupChina incorporates best in class specialists to deliver disruptive total brand strategies for clients across China.
  19. 20. Signs of Excellence
  20. 21. TBWAWorldwide - most creative network in the world TBWA as a network ranked 3rd overall most awarded for 2007 by The Gunn Report. As we win awards, so do our clients. Sony was ranked the 3rd most awarded advertiser, adidas was number 6, Skittles tied in 10 places, while McDonald’s tied for the 21st spot. Creativity Magazine has ranked TBWA Worldwide as the most creatively recognized network in the world in its 2007 Awards Report.
  21. 22. <ul><li>TBWA China is the earliest and only agency to bring local works into international awards winning list. In 2004, local developed adidas campaign “Stairs / Rock /Tennis” has won: </li></ul><ul><ul><li>- Bronze in Thailand Ad Fest </li></ul></ul><ul><ul><li>- Certificate of excellence in MEDIA Asian Advertising Awards </li></ul></ul><ul><ul><li>- Silver in 83rd NYADC Annual Awards </li></ul></ul><ul><ul><li>- Silver in Clio Awards </li></ul></ul><ul><ul><li>- Merit in D&AD </li></ul></ul><ul><ul><li>- Finalist in Cannes Lions </li></ul></ul>Consistently one of China’s most awarded agencies
  22. 23. <ul><ul><li>When compared to how other agency’s clients rank them, TBWAChina &quot;was ranked first in the “2006 China Agency Image Study” conducted across 320 of China's leading marketers for the attributes of:  </li></ul></ul><ul><ul><ul><li>- Stand up for their own convictions. </li></ul></ul></ul><ul><ul><ul><li>- Senior managers get involved on the account. </li></ul></ul></ul><ul><ul><ul><li>- Ground breaking and innovate agency </li></ul></ul></ul><ul><ul><ul><li>- Has a good working process </li></ul></ul></ul><ul><ul><ul><li>- Use of research in developing strategy </li></ul></ul></ul><ul><ul><ul><li>- Understands the Chinese consumer </li></ul></ul></ul>Client satisfaction Source: Grupo Consultants/R3 “2006 Agencies Image Study”
  23. 24. Disruption is based on the understanding of Chinese consumers
  24. 25. In touch with their pulse
  25. 26. Chinese segmentation study (2007, TBWAChina , 5cities , 1200samples ) Individual Communal Competitive Self contained Breaking Through 10.3% Pragmatists 13.0% Contented 10.9% Collective 14.2% Conservative 21.1% Status, Driven 9.9% Self-Enjoyed 20.7% Base:All respondents N=1200 YiChang
  26. 27. China beauty
  27. 28. <ul><li>Live out your beauty </li></ul>
  28. 29. Be cool
  29. 30. <ul><li>中国青少年潮流研究 </li></ul>
  30. 31. Shop marketing
  31. 33. The new affluent
  32. 34. <ul><li>Highly extrovert </li></ul><ul><ul><li>Great communicators </li></ul></ul><ul><ul><li>They wish to be more romantic, daring and sexy </li></ul></ul><ul><li>Open to the world </li></ul><ul><ul><li>Desire to meet people different to stimulate & make them change </li></ul></ul><ul><ul><li>Broad-minded and curious at all times </li></ul></ul><ul><li>Increasing need to show off and to singularize themselves </li></ul><ul><ul><li>More sensitive to social & brand recognition, prestige…. </li></ul></ul><ul><ul><li>More involved in fashion and appearance </li></ul></ul><ul><ul><li>Drinking premium spirit is a marker of success </li></ul></ul><ul><li>Enjoying life from the top </li></ul><ul><ul><li>Unconventional business entertainment </li></ul></ul><ul><ul><li>Very hectic private life (most out goers segment) </li></ul></ul><ul><ul><li>Open to new technologies such as Internet & mobile phone </li></ul></ul>broad-minded and curious people attendees of premium parties want to be different from others SOPHISTICATED HEDONISTS enjoying a luxury lifestyle
  33. 35. FASHION ADDICTS keeping up to date with latest fashion trends hedonists life loving social animals novelty seekers <ul><li>Sensitive to material success, people admiration & social recognition </li></ul><ul><ul><li>Dreaming of being famous </li></ul></ul><ul><ul><li>Seeking the fastest way to reach high status </li></ul></ul><ul><ul><li>It is important to make more money and be better off than most people around them </li></ul></ul><ul><li>Seeking immediate satisfaction and the easy way </li></ul><ul><ul><li>Leisure Life, Pleasure/ Fun and Emotions are the 3 most increasing trends in their socio cultural profile </li></ul></ul><ul><ul><li>They are real pleasure seekers who wish to be more creative </li></ul></ul><ul><ul><li>They are willing to pay for fun and spend most of their time on leisure (western lifestyle aspiration) </li></ul></ul><ul><li>Dreaming of escape abroad: the “Western and Asian dream” </li></ul>
  34. 36. Disruption in Practice
  35. 37. Disruption cases <ul><li>adidas Women World Cup </li></ul><ul><li>adidas Olympic Games </li></ul><ul><li>Simplot </li></ul><ul><li>Chivas Regal </li></ul><ul><li>Martell XO </li></ul><ul><li>Belle Shoes </li></ul>
  36. 38. Beer Brand Communication Competition Analysis
  37. 39. Refreshing the common characters which all beer brands share in common The copy of “Refreshing” by competitors themselves has strengthened these concept, however,on the other hand, reduced the emotional impact to consumers . Would it be called beer if it’s not refreshing?
  38. 40. Refreshing as a brand personality cannot be owned by any one of the brand Refreshing is not just for beer. Any products which contains peppermint or thirsty-relief are all refreshing. Refreshing itself cannot touch consumers’ heart anymore. Every products which can be refreshing are all focus on communicate it’s refreshing .
  39. 41. All beer brands seeks a different personality to represent a group or situation in communication Snowbeer - listeners to citizens’ words of hearts. Snowbeer knows your words of hearts and cheers up for you. Reeb - Shanghainese Reeb know well about Shanghai and Shanghainese. Reeb knows why you like Shanghai. Budweiser - happy time celebrators Chinese like to get together with friends and relatives. Budweiser is a good choice which gives you face. A FMCG brand which fractionize the market segmentation by specific target and situation will only have a smaller market share.
  40. 42. Beer brands ranked by price and distribution channels price image Every brand positioning itself by it’s price and distribution channels. The higher price, more premier it is. Vise versa. Those 3 brands who face mass consumers (Suntory, Reeb, Snow)all have a series of products which could meet the needs of different price and market demand. From consumers’ perspective, it add the difficult of make choice, thus lost the brand loyalty.
  41. 43. This is a seriously assimilated and fractionized market… <ul><li>Assimilated </li></ul><ul><li>Refreshing becomes the common character </li></ul><ul><li>Smiliar products and prices confused the consumers </li></ul><ul><li>Fractionized </li></ul><ul><li>Different product image set a limitation to certain target market and drinking situation. </li></ul><ul><li>Price and distribution channels has further departed the market segmentation. </li></ul><ul><li>As the market leader, what shall we do? </li></ul>