Creative & Marketing Communications Update LISA McKNIGHT and KRISTINA GOULD LAAM Summit Mexico City January 2007
Introduction <ul><li>Combined existing creative and marketing services groups to eliminate redundancies, leverage scale an...
Organization  <ul><li>Team is organized into six functional areas of expertise. </li></ul>
Capabilities – Print Advertising <ul><li>Provide Consumer & Trade Advertising support for Mattel Brands.  </li></ul>
Capabilities – Television Advertising <ul><li>Creative development and production; produced over 40+ commercials realizing...
Capabilities – Brand Guides <ul><li>Brand communication guides for Barbie and Hot Wheels including advertising, packaging,...
Capabilities – Photography <ul><li>Provide photography for packaging, public relations, advertising, and trade purposes </...
Capabilities – Asset Management <ul><li>Document majority of Mattel (exclusive of FP) product line with photography and tr...
Capabilities – Cost Consultants <ul><li>Facilitate global Ogilvy agency fee and hub negotiations. Provide assistance with ...
Opportunities <ul><li>Better creative alignment across brand wide marketing initiatives.  To date, best examples are in Ba...
2006 Marketing Highlights
Global Marketing Objectives & Strategies <ul><li>Optimize excitement and promotional nature of entertainment to drive sale...
Mermaidia – Print <ul><li>Party Goods and DVD Print Ad </li></ul><ul><li>April issues of Better Homes  & Gardens and Paren...
Mermaidia Print Germany Poland
Mermaidia – Online <ul><li>Barbie.com  </li></ul><ul><ul><li>Dedicated Plan a Party  within Parents section </li></ul></ul...
12 Dancing Princesses – Print <ul><li>November Print Ad  </li></ul><ul><ul><li>Better Homes & Gardens, Child, Parent, Fami...
Global Print Italy Germany Italy
Cross Sell Booklet <ul><li>Cross Sell Inserted into 2MM Domestic DVDs; 100+MM booklets  worldwide </li></ul>
Holiday Gift Guide <ul><li>Wal*Mart Exclusive 8 Page  Holiday Gift Guide  </li></ul><ul><li>  </li></ul><ul><li>Better Hom...
Holiday Gift Guide Poland Insert Cover w/ spread
Holiday Gift Guide Canada
Holiday Gift Guide Australia
12 Dancing Princesses Programs – TV <ul><li>CDI Dance Mat TV @ TRU </li></ul><ul><ul><li>Airing between 10/23-12/10  </li>...
VIDEO SLATE <ul><li>Dance Mat TRU </li></ul><ul><li>DRM #38 </li></ul>
Theater Screenings <ul><li>VIP Theater Screenings on September 9  in 49 theaters throughout the U.S.  </li></ul>
Theater Screenings Spain
Global Events Singapore Add photos of Theater screening in Singapore
Macy’s Thanksgiving Day Parade
Barbie.com <ul><li>BTV  </li></ul><ul><li>CDI Learn to Dance Like a  Princesses Instructional DVD  and Dance Mat </li></ul>
Core Barbie
Print Advertising U.S. U.S.
Print Advertising France Italy
Print Advertising UK
Print Advertising Spain UK Insert George Ad With Lexi Leaping Insert SS 07 B&B Ad
Print Advertising Italy Insert SS 07 Pitti Bimbo Vogue Bambini Ad and Fashion or Mood Ad
Print Advertising Asia
Print Advertising Australia Argentina Delete this ad or replace with another not from latin america.
Print Advertising Poland Australia
Print Advertising Italy Greece? Insert in Belcom Ads Flower clock and Picture Frame Verify countries below.
Outdoor Spain
Outdoor Romania Billboards in Bucharest, 1A locations in the city-center.
Outdoor Turkey
Outdoor Italy
Outdoor Philippines Insert Philippines Billboards And Thailand Vertical Light Boxes (Grace) Thailand
TV Spots <ul><li>KidDesigns </li></ul><ul><ul><li>Hug n Heal Pet Doctor </li></ul></ul><ul><ul><li>I Know You Smart Phone ...
VIDEO SLATE <ul><li>Siport Footwear #37 </li></ul><ul><li>PUIG Fragrance #47 </li></ul>
Online – BTV Product Feature
advertising Insert B-Barbie ad or display graphics Whatever looks best.
Online – Bmails HEAD/Penn Bmail Shop with Barbie E-tailer Website
Italy – Experience Tour
Window Display
Barbie.com
The Event <ul><li>Fashion photographer of Vogue Bambini took pictures  </li></ul>
The Girls
Advertorial
France Galeries Lafayette
France Galeries Lafayette
France Galeries Lafayette
Spain – Barbie Hotel Room Opening June 29th
Spain – Barbie Hotel Room
Korea – Barbie Hotel Room Insert page of printed materials
Korea – Barbie Hotel Room Insert pictures of room
Public Relations <ul><li>April Trunk Show </li></ul><ul><li>Included Barbie Lifestyle Products, Luxe and 12 DP </li></ul>
Taiwan - Barbie Award Insert page of printed materials
Taiwan - Barbie Award Insert photos of event
Pubic Relations – Apparel/Accessories
Pubic Relations – Back to School/Home
Pubic Relations – Sporting Goods <ul><li>Over 100 million impressions with estimated media value of $1.7 million </li></ul>
Global BCP Marketing Review <ul><li>55 TV Spots </li></ul><ul><li>100 Print Ads </li></ul><ul><li>10 Gift Guides </li></ul...
2007 Marketing Strategy
What’s Next in 2007? <ul><li>Continue to support entertainment by participating in toy and DVD marketing initiatives </li>...
Bring Barbie to Life
Opportunity <ul><li>Create global consistency while allowing for flexibility </li></ul><ul><li>Connect advertising to othe...
Campaign Elements — Fantasy/Entertainment Entertainment Logo Brand Mark Soundtrack Movie Animation
Campaign Elements — Core Barbie Brand Logo Brand Mark Barbie Girl Mnemonic Color
Barbie Silo Head Applications Update with new girl and doll ads See Highlight 2006 Update with screen captures from final ...
Illustrated Barbie
Spring ’07 Advertising
VIDEO SLATE <ul><li>Barbie TV Broadcast </li></ul><ul><li>Fairytopia Co-Stars/Dorm Rooms - “Fairy Friends” MABU 4253 </li>...
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Mattel Latin American Summit

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Mattel Latin American Summit

  1. 1. Creative & Marketing Communications Update LISA McKNIGHT and KRISTINA GOULD LAAM Summit Mexico City January 2007
  2. 2. Introduction <ul><li>Combined existing creative and marketing services groups to eliminate redundancies, leverage scale and provide “one stop” shopping for the corporation </li></ul><ul><li>Group provides creative services to support Mattel Brands and Corporate’s marketing initiatives through creative expertise and intimate brand knowledge, while delivering fiscal efficiencies </li></ul>
  3. 3. Organization <ul><li>Team is organized into six functional areas of expertise. </li></ul>
  4. 4. Capabilities – Print Advertising <ul><li>Provide Consumer & Trade Advertising support for Mattel Brands. </li></ul>
  5. 5. Capabilities – Television Advertising <ul><li>Creative development and production; produced over 40+ commercials realizing over $2.6MM in agency fee savings in 2006. </li></ul>Hyperscan Barbie – Sleeping Beauty Max Steel
  6. 6. Capabilities – Brand Guides <ul><li>Brand communication guides for Barbie and Hot Wheels including advertising, packaging, merchandising, online and event marketing direction; utilized by toy marketing, licensing and entertainment partners </li></ul>
  7. 7. Capabilities – Photography <ul><li>Provide photography for packaging, public relations, advertising, and trade purposes </li></ul>
  8. 8. Capabilities – Asset Management <ul><li>Document majority of Mattel (exclusive of FP) product line with photography and trade copy </li></ul><ul><li>Provide bi-annual product catalog; recently uploaded 80% of Fall ’07 product line to media source at conclusion of toy fair </li></ul>
  9. 9. Capabilities – Cost Consultants <ul><li>Facilitate global Ogilvy agency fee and hub negotiations. Provide assistance with local international agency negotiations by providing benchmarking data by country, performance survey and proposed schedule (goal is to have all fees locked by March 30, 2007) </li></ul>
  10. 10. Opportunities <ul><li>Better creative alignment across brand wide marketing initiatives. To date, best examples are in Barbie entertainment efforts and the below Boutique by Barbie event in Australia: </li></ul>
  11. 11. 2006 Marketing Highlights
  12. 12. Global Marketing Objectives & Strategies <ul><li>Optimize excitement and promotional nature of entertainment to drive sales of BCP </li></ul><ul><li>Leverage core Barbie brand attributes to drive sell-thru of key categories </li></ul><ul><li>Ensure retail connectivity in all marketing activities </li></ul><ul><li>Provide worldwide creative consistency </li></ul><ul><li>Support licensees with best in class creative materials and tools </li></ul>
  13. 13. Mermaidia – Print <ul><li>Party Goods and DVD Print Ad </li></ul><ul><li>April issues of Better Homes & Gardens and Parents Magazine </li></ul><ul><li>~ 9MM Circ </li></ul>
  14. 14. Mermaidia Print Germany Poland
  15. 15. Mermaidia – Online <ul><li>Barbie.com </li></ul><ul><ul><li>Dedicated Plan a Party within Parents section </li></ul></ul><ul><ul><li>Dress up and Role Play items featured in April BMail and BTV </li></ul></ul>
  16. 16. 12 Dancing Princesses – Print <ul><li>November Print Ad </li></ul><ul><ul><li>Better Homes & Gardens, Child, Parent, Family Circle; ~ 9MM circ </li></ul></ul><ul><ul><li>Holiday Toy Wishes </li></ul></ul>
  17. 17. Global Print Italy Germany Italy
  18. 18. Cross Sell Booklet <ul><li>Cross Sell Inserted into 2MM Domestic DVDs; 100+MM booklets worldwide </li></ul>
  19. 19. Holiday Gift Guide <ul><li>Wal*Mart Exclusive 8 Page Holiday Gift Guide </li></ul><ul><li> </li></ul><ul><li>Better Homes & Gardens, Parents, Child, Family Circle ~ 9,000,000 Wal*Mart Islander ~ 560,000 Theater Screenings ~ 17,500 </li></ul>
  20. 20. Holiday Gift Guide Poland Insert Cover w/ spread
  21. 21. Holiday Gift Guide Canada
  22. 22. Holiday Gift Guide Australia
  23. 23. 12 Dancing Princesses Programs – TV <ul><li>CDI Dance Mat TV @ TRU </li></ul><ul><ul><li>Airing between 10/23-12/10 </li></ul></ul><ul><ul><li>Tied to in-store promotion at TRU </li></ul></ul><ul><ul><li>Exclusive Product </li></ul></ul>
  24. 24. VIDEO SLATE <ul><li>Dance Mat TRU </li></ul><ul><li>DRM #38 </li></ul>
  25. 25. Theater Screenings <ul><li>VIP Theater Screenings on September 9 in 49 theaters throughout the U.S. </li></ul>
  26. 26. Theater Screenings Spain
  27. 27. Global Events Singapore Add photos of Theater screening in Singapore
  28. 28. Macy’s Thanksgiving Day Parade
  29. 29. Barbie.com <ul><li>BTV </li></ul><ul><li>CDI Learn to Dance Like a Princesses Instructional DVD and Dance Mat </li></ul>
  30. 30. Core Barbie
  31. 31. Print Advertising U.S. U.S.
  32. 32. Print Advertising France Italy
  33. 33. Print Advertising UK
  34. 34. Print Advertising Spain UK Insert George Ad With Lexi Leaping Insert SS 07 B&B Ad
  35. 35. Print Advertising Italy Insert SS 07 Pitti Bimbo Vogue Bambini Ad and Fashion or Mood Ad
  36. 36. Print Advertising Asia
  37. 37. Print Advertising Australia Argentina Delete this ad or replace with another not from latin america.
  38. 38. Print Advertising Poland Australia
  39. 39. Print Advertising Italy Greece? Insert in Belcom Ads Flower clock and Picture Frame Verify countries below.
  40. 40. Outdoor Spain
  41. 41. Outdoor Romania Billboards in Bucharest, 1A locations in the city-center.
  42. 42. Outdoor Turkey
  43. 43. Outdoor Italy
  44. 44. Outdoor Philippines Insert Philippines Billboards And Thailand Vertical Light Boxes (Grace) Thailand
  45. 45. TV Spots <ul><li>KidDesigns </li></ul><ul><ul><li>Hug n Heal Pet Doctor </li></ul></ul><ul><ul><li>I Know You Smart Phone </li></ul></ul><ul><ul><li>Jam with Me Electric Guitar and Keyboard </li></ul></ul><ul><ul><li>Airing: October/November 2006 </li></ul></ul><ul><li>Hallmark </li></ul><ul><ul><li>Keepsakes included in TV spot airing end of November during the Hallmark Hall of Fame movie. </li></ul></ul><ul><li>Siport Footwear – Italy </li></ul><ul><li>Puig Fragrance – UK, Spain </li></ul>
  46. 46. VIDEO SLATE <ul><li>Siport Footwear #37 </li></ul><ul><li>PUIG Fragrance #47 </li></ul>
  47. 47. Online – BTV Product Feature
  48. 48. advertising Insert B-Barbie ad or display graphics Whatever looks best.
  49. 49. Online – Bmails HEAD/Penn Bmail Shop with Barbie E-tailer Website
  50. 50. Italy – Experience Tour
  51. 51. Window Display
  52. 52. Barbie.com
  53. 53. The Event <ul><li>Fashion photographer of Vogue Bambini took pictures </li></ul>
  54. 54. The Girls
  55. 55. Advertorial
  56. 56. France Galeries Lafayette
  57. 57. France Galeries Lafayette
  58. 58. France Galeries Lafayette
  59. 59. Spain – Barbie Hotel Room Opening June 29th
  60. 60. Spain – Barbie Hotel Room
  61. 61. Korea – Barbie Hotel Room Insert page of printed materials
  62. 62. Korea – Barbie Hotel Room Insert pictures of room
  63. 63. Public Relations <ul><li>April Trunk Show </li></ul><ul><li>Included Barbie Lifestyle Products, Luxe and 12 DP </li></ul>
  64. 64. Taiwan - Barbie Award Insert page of printed materials
  65. 65. Taiwan - Barbie Award Insert photos of event
  66. 66. Pubic Relations – Apparel/Accessories
  67. 67. Pubic Relations – Back to School/Home
  68. 68. Pubic Relations – Sporting Goods <ul><li>Over 100 million impressions with estimated media value of $1.7 million </li></ul>
  69. 69. Global BCP Marketing Review <ul><li>55 TV Spots </li></ul><ul><li>100 Print Ads </li></ul><ul><li>10 Gift Guides </li></ul><ul><li>20 Outdoor Campaigns </li></ul><ul><li>50 Events </li></ul><ul><li>40 Trade Shows </li></ul><ul><li>Unprecedented WW Press Coverage </li></ul><ul><li>Over $50MM in Marketing Support for the Doll Business </li></ul>
  70. 70. 2007 Marketing Strategy
  71. 71. What’s Next in 2007? <ul><li>Continue to support entertainment by participating in toy and DVD marketing initiatives </li></ul><ul><li>Support key categories with robust sell-in and sell-through programs </li></ul><ul><li>Work closely with licensees to provide creative tools and solutions to meet business needs </li></ul><ul><ul><li>Brand guides = flexibility </li></ul></ul><ul><ul><li>New participation model for Barbie.com </li></ul></ul>
  72. 72. Bring Barbie to Life
  73. 73. Opportunity <ul><li>Create global consistency while allowing for flexibility </li></ul><ul><li>Connect advertising to other brand communication </li></ul><ul><li>SELL THE PRODUCT… REINFORCE THE BRAND </li></ul>
  74. 74. Campaign Elements — Fantasy/Entertainment Entertainment Logo Brand Mark Soundtrack Movie Animation
  75. 75. Campaign Elements — Core Barbie Brand Logo Brand Mark Barbie Girl Mnemonic Color
  76. 76. Barbie Silo Head Applications Update with new girl and doll ads See Highlight 2006 Update with screen captures from final TVC
  77. 77. Illustrated Barbie
  78. 78. Spring ’07 Advertising
  79. 79. VIDEO SLATE <ul><li>Barbie TV Broadcast </li></ul><ul><li>Fairytopia Co-Stars/Dorm Rooms - “Fairy Friends” MABU 4253 </li></ul><ul><li>Fairytopia Fairyoke Wings - “Friends” MABU 4233 </li></ul><ul><li>Fairytopia DVD Game/Elina - “Adventure” - MABU 4203 </li></ul><ul><li>Career Dolls - “Wanna B” - MABU 4503 </li></ul><ul><li>Barbie Grooming PUP Styling Head - “Puppy Lovin” - MABU 4332 </li></ul><ul><li>Barbie Wedding Collection - “Share” - MABU 4163 </li></ul><ul><li>Equity Spot - MABU 3863 </li></ul>

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