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Shane O'Leary, Mindshare : Culture Leaders - How Brilliant Brands Merge Creativity, Strategy and Media to Win Attantion and Market Share...

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Shane O'Leary, Mindshare : Culture Leaders - How Brilliant Brands Merge Creativity, Strategy and Media to Win Attention and Market Share... at DMX Dublin 2019

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Shane O'Leary, Mindshare : Culture Leaders - How Brilliant Brands Merge Creativity, Strategy and Media to Win Attantion and Market Share...

  1. 1. Back to basics – Meshing strategy, media and creativity to build profitable, impactful brands… Shane O’Leary @shaneoleary1 shane.oleary@groupm.com
  2. 2. SHANE O’LEARY Consumer Strategy Director at Mindshare Ireland Columnist at Marketing magazine Angry tweeter @shaneoleary1 Follow @shaneoleary1 and tweet #DMXDublin
  3. 3. Competitor & Market Knowledge •  Desk research •  PEST Analysis •  Swot Analysis •  Competitive positioning map •  Personal interview •  Stakeholder map •  TGI audience sizing
  4. 4. BUT THIS TIME… Follow @shaneoleary1 and tweet #DMXDublin A practical toolkit of ideas about building impactful brands.
  5. 5. FIRST, AN ADMISSION… Follow @shaneoleary1 and tweet #DMXDublin I’m worried about my industry.
  6. 6. “The woods are burning.” Nils Leonard
  7. 7. BIG TRENDS ARE CAUSING US TO DOUBT OURSELVES… Follow @shaneoleary1 and tweet #DMXDublin Privacy backlash Fragmentation of media Easier to block ads Power of the tech players
  8. 8. WE’RE STRUGGLING FOR… RELEVANCE & CULTURAL IMPACT The anxious feeling that we’re not impacting culture, building brands and grabbing attention like we used to. Follow @shaneoleary1 and tweet #DMXDublin
  9. 9. AND I’M NOT TALKING ABOUT ‘PURPOSE’… This is just about creating interesting, sharp, attention grabbing brands that impact on wider culture. Follow @shaneoleary1 and tweet #DMXDublin
  10. 10. THIS IS A PROBLEM FOR BUSINESS AS A WHOLE… Follow @shaneoleary1 and tweet #DMXDublin 13% price premium charged by ‘strong’ brands. (Millward Brown) Fwd to CEO: THE MOST VALUABLE BUSINESS TOOL EVER INVENTED BBH Labs
  11. 11. BUT… Follow @shaneoleary1 and tweet #DMXDublin We can rebuild it… …we have the strategy, media and creativity.
  12. 12. SO WHAT SHOULD WE BE DOING? Follow @shaneoleary1 and tweet #DMXDublin Getting back to basics. Test, learn and refine and do more of what we know works.
  13. 13. A QUICK WARNING BEFORE WE START… Follow @shaneoleary1 and tweet #DMXDublin There is no one right approach. These 5 principles won’t work for all scenarios. But they should provoke thought…
  14. 14. 1) Aim for fame and it’s hard to mess up
  15. 15. Follow @shaneoleary1 and tweet #DMXDublin ‘Campaigns that are specifically designed to create fame outperform other campaigns on all business metrics.’ The Long & Short Of It Les Binet & Peter Field
  16. 16. Follow @shaneoleary1 and tweet #DMXDublin ‘You'd need to go spectacularly wrong to generate significant hostility to advertising. In 30 years we've not seen a single example of an ad campaign that's been shown to have a significant negative lasting effect on sales.’
  17. 17. Follow @shaneoleary1 and tweet #DMXDublin We literally can’t mess it up! Even bad advertising doesn’t usually have very bad consequences. SO…
  18. 18. FOR EXAMPLE… Follow @shaneoleary1 and tweet #DMXDublin
  19. 19. WHAT’S THE BIG TAKEAWAY FOR YOU? Follow @shaneoleary1 and tweet #DMXDublin Most advertising is effective just by being noticed. So aim for fame and prioritise emotion. Taking creative risks isn’t actually risky.
  20. 20. 2) Choose your enemies wisely
  21. 21. Follow @shaneoleary1 and tweet #DMXDublin ‘We are going to do a terrible thing to you. We are going to deprive you of an enemy.’
  22. 22. Follow @shaneoleary1 and tweet #DMXDublin ‘I ask you to judge me by the enemies I have made.’ Franklin D. Roosevelt Act like a challenger Sharpen your positioning in the mind of your buyer Provides a rallying call for the brand
  23. 23. FOR EXAMPLE… Follow @shaneoleary1 and tweet #DMXDublin McDonalds takes the piss out of hipster coffee culture to promote their coffee range.
  24. 24. FOR EXAMPLE… Follow @shaneoleary1 and tweet #DMXDublin
  25. 25. WHAT’S THE BIG TAKEAWAY FOR YOU? Follow @shaneoleary1 and tweet #DMXDublin Think about positioning your brand against something - a competitor, mindset or big cultural issue. In the battle for attention, friction and drama can be effective. But…make sure you can deliver on your claims of difference!
  26. 26. 3) Know your distinctive assets and twist them in interesting ways
  27. 27. THE TRAP… Follow @shaneoleary1 and tweet #DMXDublin Great creative ≠ Great advertising Inconsistency and bad branding harms effectiveness.
  28. 28. DISTINCTIVE ASSET PALETTE Follow @shaneoleary1 and tweet #DMXDublin Building Distinctive Brand Assets Rachel Kennedy
  29. 29. FOR EXAMPLE… Follow @shaneoleary1 and tweet #DMXDublin
  30. 30. FOR EXAMPLE… Follow @shaneoleary1 and tweet #DMXDublin
  31. 31. WHAT’S THE BIG TAKEAWAY FOR YOU? Follow @shaneoleary1 and tweet #DMXDublin Even the best creative is useless if it’s not well branded. Big brands - Understand what your distinctive assets are the use them in intelligent ways. Small brands – Start to create distinctive asset palette or you risk being out shouted by better known brands.
  32. 32. 4) Strike up mutually beneficial partnerships
  33. 33. Disagree – 26% INFLUENCER FATIGUE… Follow @shaneoleary1 and tweet #DMXDublin GroupM Quarterly Media Tracker Ireland ‘I trust key experts on social media who cover topics of interest to me’ 18-34 year olds in Ireland Q1 2017 Q4 2018 Disagree – 48%
  34. 34. INFLUENCER FATIGUE… Follow @shaneoleary1 and tweet #DMXDublin
  35. 35. A GOOD PARTNERSHIP… Follow @shaneoleary1 and tweet #DMXDublin ‘The purpose of a business negotiation is to enter into an agreement so that both parties are sufficiently happy.’ Benefit to fan/follower?Benefit to brand? Benefit to partner?
  36. 36. FOR EXAMPLE… Follow @shaneoleary1 and tweet #DMXDublin Missguided… -  allowed fans to shop the looks of their favourite contestant live in app. -  offered surprise promo codes each night. -  promoted Love Island heavily through advertising.
  37. 37. FOR EXAMPLE… Follow @shaneoleary1 and tweet #DMXDublin Under Armour… -  wanted to launch jersey sponsorship of two teams. -  paid for free PPV football for a weekend so everyone could see. -  promoted the games through social media.
  38. 38. WHAT’S THE BIG TAKEAWAY FOR YOU? Follow @shaneoleary1 and tweet #DMXDublin Your audience is probably cynical about influencer marketing & sponsorships. The worst thing you could do is slap your brand onto something or pay someone for a selfie with your product. Find mutually beneficial opportunities and activate in credible ways.
  39. 39. 5) Bring your brand to life across multiple channels X > 1
  40. 40. REFLECTING CONSUMER BEHAVIOUR Follow @shaneoleary1 and tweet #DMXDublin 0% 20% 40% 60% 80% 100% Irish adults media consumed yesterday Mindshare Day In The Life Of Tracker 2019
  41. 41. THE ROI BENEFIT Follow @shaneoleary1 and tweet #DMXDublin ‘You get more punch for your marketing pound if you spread it across channels rather than plopping it down on just one.’ – Mark Ritson ARF How Advertising Works 2016
  42. 42. FOR EXAMPLE… Follow @shaneoleary1 and tweet #DMXDublin
  43. 43. FOR EXAMPLE… Follow @shaneoleary1 and tweet #DMXDublin
  44. 44. WHAT’S THE BIG TAKEAWAY FOR YOU? Follow @shaneoleary1 and tweet #DMXDublin When you’re thinking media choice, don’t think individually, think collectively. If possible, spread your budget and use the halo effect of media integration. Understand and take advantage of the unique creative opportunities that different channels offer.
  45. 45. IN SUMMARY… Follow @shaneoleary1 and tweet #DMXDublin 1)  Embrace risk and aim for fame. That’s good business. 2)  Choose your enemies – a competitor, mindset or cultural issue. 3)  Know your distinctive assets and use them in new, interesting ways. 4)  Engage in partnerships where everyone benefits. 5)  Put your advertising on steroids with the halo effect of integration.
  46. 46. IN SUMMARY… Follow @shaneoleary1 and tweet #DMXDublin How do we regain our collective confidence and rebuild our influence? Get back to basics. Make brands relevant again.
  47. 47. Follow @shaneoleary1 and tweet #DMXDublin
  48. 48. Thank You Shane O’Leary @shaneoleary1 shane.oleary@groupm.com

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