Fitzroy Amsterdam Presentation

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Fitzroy Amsterdam Presentation

  1. 1. AREYOUADAPTABLETOCHANGE?
  2. 2. CHARLES DARWINTHE FATHER OF EVOLUTIONWHO JOINED FITZROYON THE BEAGLESAID...
  3. 3. IT’S NOT THESTRONGESTOF THE BRANDSTHAT SURVIVESIT’S THE ONEMOST ADAPTIVETO CHANGE 3
  4. 4. WELLMARKETING IS ALSOTHE SURVIVAL OFTHE FITTESTISN’T IT
  5. 5. OUR (MARKETING) WORLDIS CHANGING
  6. 6. CONSUMER BEHAVIOR AND(MEDIA)TECHNOLOGYDRIVE THIS CHANGE 6
  7. 7. BEINGTHE BIGGEST ADVERTISEROR HAVINGTHE BIGGEST AGENCY WITHTHE BIGGEST CARSIS NOT GOING TO SAVE YOU
  8. 8. ADAPT THE CHANGE
  9. 9. ADAPT THE CHANGEBY GIVING (CONSUMER)RESEARCHA MORE PROMINENT ROLE
  10. 10. ADAPT THE CHANGEBY UNDERSTANDING THATSOCIAL MEDIA TOOLS WILLIMPACTEVERYTHINGFROM PRODUCT INNOVATIONTO CUSTOMER SERVICE
  11. 11. ADAPT THE CHANGEBY HAVINGA MORE ACTIVE AND FLUIDAPPROACH TO MARKETINGINVESTMENTS
  12. 12. ADAPT THE CHANGEBY IMPLEMENTING(SOCIAL) MEDIA PLANNINGIN THE CREATIVE PROCESS
  13. 13. ADAPT THE CHANGEBY HAVINGTHE RIGHT CONVERSATIONAT THE RIGHT PLACEAT THE RIGHT TIME
  14. 14. ADAPT THE CHANGEFOR THE RIGHT REASONOR JUSTFOR THE RIGHTEMOTION
  15. 15. THE OLD METHODSDON’T WORKANYMOREhttp://www.unurth.com/ 15
  16. 16. DON’T OUTSPENDYOUR COMPETITOR 16
  17. 17. OUTSMARTTHEM 17
  18. 18. FITZROY HELPS BRANDSTO BECOMETHE BEST ADAPTABLETO CHANGE
  19. 19. BY KNOWING THE ZEITGEIST,BY ACTIVATING THE TARGETGROUP ANDHAVING A FLUIDAND PRO-ACTIVEAPPROACH 19
  20. 20. WE HAVE 17 SPECIALISTSWORKING ON:WISDOM (N=4), 20MAGIC (N=9)AND OPERATIONS (N=4)
  21. 21. WHAT MAKES US UNIQUE? 21
  22. 22. WE HAVESTRATEGIC DIRECTIONINSTEAD OFCREATIVE DIRECTION 22
  23. 23. WE ALWAYS START WITHRESEARCHRESEARCHRESEARCH
  24. 24. WE HAVE(SOCIAL)MEDIASTRATEGISTS 24
  25. 25. WE BELIEVE THAT YOU NEEDMAGIC TO ACHIEVE YOURGOALS 25
  26. 26. WE ARE FLUIDAND HAVE APRO-ACTIVEAPPROACH 26WE ARE IN IT TOGETHER
  27. 27. WE HELP1%CLUB/ACCENTURE/BACARDI/CREYF’S/DESPERADOS/GALL&GALL/HEINEKEN/HYUNDAI/MALMBERG/WHATSER 27
  28. 28. HOW?SOME EXAMPLES 28
  29. 29. CO-CREATE+RETAILWWW.JOUWHEINEKEN.NL: CONVERSION TARGET WITHIN 7 WEEKS ONLINE ADVERTISING IDENTITY ONLINE ADVERTISING PACKAGING ONLINE ADVERTISING ESPRIX AWARD 29 WEBSITE
  30. 30. CLOSENESS+COCREATEWWW.ONDERWIJSVANMORGEN.NL: 25% OF TARGET GROUP VISITS THE BLOG MONTHLY SEEDING CO-CREATION PRINT NOMINATION DUTCHBLOGGIES BLOG
  31. 31. FLIRT=FUN+PROMOBACARDI’S FLIRTATION CAMPAIGN: 550.000 VISITS IN 6 WEEKS SEEDING ON BLGOS 150 MOVIES ON 1 PLATFORM PROMOTION 100K FREE PUBLICITY THEFWA + DOPE AWARD
  32. 32. LOWER HR COSTSINTRANET ACCENTURE REFERRAL: 33% OF ALL NEW EMPLOYEES INTERNAL COMMUNICATION INTERNATIONAL OUTROL WEBSITE 32 ERE RECUITING AWARD WEBSITE
  33. 33. UPGRADE+TRIALSEVERAL CAMPAIGNS: INCREASE TRIAL THROUGH INTERNET BY 300% IN LAST 2 YEARS NO 9 DUTCH TWITTER BRANDS
  34. 34. MUSIC+MEMBERSHEINEKEN CASSETTESTICK: 30.000 NEW MEMBERS HEINEKEN.NL BEST PROMO BY PROMZ
  35. 35. MOJITO+PROMOMOJITO KIT & VIRAL: INTERNATIONAL ROLLOUT & THIS YEAR 4TH TIME MOJITO KIT
  36. 36. AREYOUWILLINGTO CHANGE? WORLD

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