Gsk creative development approach final2 leslie

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  • Consumer insight: Putting the target first by using empathetic, provocative techniques to get to a deeper understandingCultural Insight : Leveraging understanding of how cultural and social contexts influence consumer perceptionsBrand character-Building a unique brand personality and voice to stand apart in a crowded marketplace Optimization - Bringing consumers into the development process to help co-create early-stage ideas 360 activation - Bringing great ideas to life across the mix, ensuring brand meets target where they are most receptive
  • Online communities created especially for and tailored to each particular insight challengeOpportunity to ‘live’ alongside respondents for an extended period and delve deep as they record experiences of our brands and categoriesClients help design tasks from diary entries, in-the-moment mobile experiences, collages, deprivation and product placements in order to elicit deeper and more revealing responses than those typical of standard approachesEthnographyMeeting with our consumers and customers in their space and on their terms; observing them as they go about their daily lives and routinesGaining a visceral sense for their experience of life, its needs, concerns, conditions – and where & how our brands fit
  • Online communities created especially for and tailored to each particular insight challengeOpportunity to ‘live’ alongside respondents for an extended period and delve deep as they record experiences of our brands and categoriesClients help design tasks from diary entries, in-the-moment mobile experiences, collages, deprivation and product placements in order to elicit deeper and more revealing responses than those typical of standard approachesEthnographyMeeting with our consumers and customers in their space and on their terms; observing them as they go about their daily lives and routinesGaining a visceral sense for their experience of life, its needs, concerns, conditions – and where & how our brands fit
  • Online communities created especially for and tailored to each particular insight challengeOpportunity to ‘live’ alongside respondents for an extended period and delve deep as they record experiences of our brands and categoriesClients help design tasks from diary entries, in-the-moment mobile experiences, collages, deprivation and product placements in order to elicit deeper and more revealing responses than those typical of standard approachesEthnographyMeeting with our consumers and customers in their space and on their terms; observing them as they go about their daily lives and routinesGaining a visceral sense for their experience of life, its needs, concerns, conditions – and where & how our brands fit
  • Online communities created especially for and tailored to each particular insight challengeOpportunity to ‘live’ alongside respondents for an extended period and delve deep as they record experiences of our brands and categoriesClients help design tasks from diary entries, in-the-moment mobile experiences, collages, deprivation and product placements in order to elicit deeper and more revealing responses than those typical of standard approachesEthnographyMeeting with our consumers and customers in their space and on their terms; observing them as they go about their daily lives and routinesGaining a visceral sense for their experience of life, its needs, concerns, conditions – and where & how our brands fit
  • Online communities created especially for and tailored to each particular insight challengeOpportunity to ‘live’ alongside respondents for an extended period and delve deep as they record experiences of our brands and categoriesClients help design tasks from diary entries, in-the-moment mobile experiences, collages, deprivation and product placements in order to elicit deeper and more revealing responses than those typical of standard approachesEthnographyMeeting with our consumers and customers in their space and on their terms; observing them as they go about their daily lives and routinesGaining a visceral sense for their experience of life, its needs, concerns, conditions – and where & how our brands fit
  • Online communities created especially for and tailored to each particular insight challengeOpportunity to ‘live’ alongside respondents for an extended period and delve deep as they record experiences of our brands and categoriesClients help design tasks from diary entries, in-the-moment mobile experiences, collages, deprivation and product placements in order to elicit deeper and more revealing responses than those typical of standard approachesEthnographyMeeting with our consumers and customers in their space and on their terms; observing them as they go about their daily lives and routinesGaining a visceral sense for their experience of life, its needs, concerns, conditions – and where & how our brands fit
  • Gsk creative development approach final2 leslie

    1. 1. Building Blocks to Brand Love
    2. 2. Weak brand character development Too much focus on science as the differentiator Not enough of an external facing view of how GSK brands compete for ears and eyeballs with so many other brands Lack of consumer empathy- talk about them as if they belong to GSK Creative development hurdles A need to unlock BIG ideas and 360 degree platforms that drive real Brand Love Too few sources of inspiring consumer insight
    3. 3. How to achieve Brand Love Penetrating target insight Profound cultural understanding Build more powerful emotional connections Distinctive brand character creation Creative optimization 360˚ Activation Prepared for Client Co Name Project Name or Code Name November 14, 2013 Confidential 2
    4. 4. Penetrating target insight Start with people, not product    Gain real understanding of targets’ lives & motivations Techniques to unlock deep insight  Capture the deep-rooted needs and desires that science must deliver on Probe how consumers use categories and how brands fit into their lives Prepared for Client Co Name Project Name or Code Name AV-id on line communities with tailor-made tasks recorded over time and designed to capture creative/emotional and in-the-moment experiences    Relationship to products/brands Deprivation Immersive Ethnography to fully experience consumers lives and routines November 14, 2013 Confidential 3
    5. 5. Penetrating target insight for Tums Copers feel victimized by life and need emotional support from their GI products. My indigestion… I surely indulge and stuff my face. Then to the sofa, to find my place. It doesn't take long until I feel the burn. Ugh...not this again, to the medicine cabinet I turn. There it is, a bottle of relief, down it comes. It's soothes and relieves, oh my bottle of Tums. I take two and chew them up and quickly swallow. I vow to do better and in my self-pity, try not to wallow. Pretask output for GI Digital Platform Prepared for Client Co Name Project Name or Code Name November 14, 2013 Confidential 4
    6. 6. Profound cultural understanding Complement target insight with a fresh cultural perspective   Bring to light the things consumers can’t tell us: the cultural and social contexts that shape their behavior and actions. Decode the meanings behind the messages that influence the way they think about the world. Prepared for Client Co Name Project Name or Code Name Communications Decoder Methods    Analysis of ads/packs/social media to define and map category, brand codes and/ or concepts such as ‘pain’ or ‘energy’, Identification of recurring themes or ‘territories’ that group codes together Stretch to adjacent categories to inspire ideas for fresh expression that can springboard directly into creative development November 14, 2013 Confidential 5
    7. 7. Profound cultural Insight for Advil Stop looking for expressions of superior efficacy. Find the most compelling way to convey relief. Prepared for Client Co Name Project Name or Code Name November 14, 2013 Confidential 6
    8. 8. Distinctive brand character creation Craft a unique brand personality to combat parity    So often it is not what, but how things are said that we remember Defining the unique ‘human’ qualities of a brand, such that we know it like a familiar person, is a sure way to build deeper emotional connections and loyalty with our audience. But 4 or 5 words can’t provide adequate depth and clarity as to who a brand is. Prepared for Client Co Name Project Name or Code Name Building Brand Character   The CharacterLab™ method, based on Jungian principles, measures the intensity of a brand’s current archetypes against those of competitors. Results are used as a framework to orient brand character choices and develop rich character portraits, with precise guidelines for how the brand should speak and behave. November 14, 2013 Confidential 7
    9. 9. Distinctive brand character creation for Pampers Turn respect into love. Reconnect with moms. Show them you understand the reality and aspirations of modern parenting while embracing a warmer, wiser and more joyful character. Prepared for Client Co Name Project Name or Code Name November 14, 2013 Confidential 8
    10. 10. Iterative creative optimization Bring consumers into the creative development process early OptimizerTMing Creative Routes Optimizer™ is a ‘hot recycling’ approach that efficiently maximizes the potential of each idea.  Consumers rarely generate good creative ideas.   But they can help to determine whether an idea has legs. And they can help creative teams to understand how to make a good idea great.  Consumers discuss each creative concept while the creative/client team observes and assesses reactions in the light of key objectives  First-hand feedback allows creatives to quickly hone the ideas felt to have most potential, These refined ideas are then submitted to the next round of groups for validation.  Very early-stage creative concepts can be explored with greater freedom and lower risk, giving an indication of potential and pointers for further development Prepared for Client Co Name Project Name or Code Name November 14, 2013 Confidential 9
    11. 11. Iterative creative optimization for Nature Valley The Naturalness territory is overused. Optimizer helped us to choose the most stand-out creative idea to express Nature Valley’s brand of naturalness: ‘Nature without Artifice.’ Prepared for Client Co Name Project Name or Code Name Nature without artifice November 14, 2013 Confidential 10
    12. 12. 360˚ Activation Ensure the brand is mobilized for 360˚ action  The best brand strategy is powerless if not activated across relevant target touch-points.  Increasingly, TV is no longer the primary vehicle. A campaign’s actionability must be pressure-tested beyond traditional media and across multiple channels. The 360˚ Activation sessions    Prepared for Client Co Name Project Name or Code Name An inspiring experience for client and (multiple) agency teams that combines deep brand immersion with co-creation of the 360˚ action plan. Brand immersion leads to identification of a ‘big idea’ activation platform which is used to ideate across key touch points, using a day in the life consumer journey exercise. Teams leave the room aligned behind an exciting action plan rooted in the brand’s character and including clear next steps/commitments. November 14, 2013 Confidential 11
    13. 13. 360˚ Activation for Martell True 360˚ planning helped a crossfunctional client/agency team to reach beyond TV to all potential points of encounter. Shared experience built buyin to a clear activation plan. Roll-out of the activation program is underway following a successful launch. Prepared for Client Co Name Project Name or Code Name November 14, 2013 Confidential 12

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