The document discusses The Bakery, an integrated communications agency for sports and entertainment brands. The Bakery offers full creative solutions to help change consumer behavior patterns and engage audiences. It works with clients in Canada and Mexico to generate content that consumers identify with. The Bakery approaches communication as content generation, producing pieces for consumers to project their values onto. It also discusses three case studies of campaigns for insurance, construction, and tobacco companies that found innovative ways to connect with audiences through entertainment and user-generated content.

1. The Bakery
Sports and Entertainment
communications
September 2008

2. Today’s Brand Communications are more
than just good commercials

3. In fact, the original concept of
“commercial” is eroded
The commercials we want to watch are fun pieces

4. For this reason, current
Brand Communication Business presents
strong similarities with the
Content Generation industry
Consumers look for commercials that don’t necessary feel like
commercials

5. Consumers identify their values and life
statements in expressive pieces they love
to watch over and over
We show our likes and dislikes as a position statement

6. The Bakery, integrated communications for
sports and entertainment
The Bakery offers full creative
•
solutions to Brands under the Sports
and Entertainment mindset
We are a group of communications
•
experts that deliver turn-key programs
that change behavior patterns.
The Bakery generates contents to
•
engage consumer to Brands.

7. We currently work with clients in Canada and
Mexico
The Bakery started operations with
•
International Clients in Mexico
A Creative Service unit delivers
•
creative and local production
Decentralized structure works under
•
the principle of best resource for the
job, at the optimum price

8. More content,
higher engagement
• We approach the communication
tasks as a content generation.
• We generate communications pieces
on which the consumers can identify
and project their own values and
lifestyles
• We have a service structure to fulfill
the content generation needs
• Creative and scriptwriters generate
the content
• Creative producers that interact with
the client and make the things
happen
• We motivate the consumer’s
participation

9. We work for the fans...

10. Case 1:
How to generate and administrate
content for an insurance company?

11. Metlife insurances
They developed a short film with minimum Brand presence
•
The film is distributed at www.mateoyelmar.com
•
Two contests running:
•
• Consumer content
• Film production
We elevate Mateo to a social icon
•

12. Case 2:
How to engage at a radically different
socioeconomic level?

13. Holcim - Apasco
Holcim Apasco needs to engage a very indifferent target: construction
•
workers
We chose the music as the key engagement element to generate
•
expression and move the Brand to an exciting level
We developed a concert program and activated it at the construction
•
sites

14. A low budget campaign
in non-traditional contact points
Text
Posters and graphitti

15. We conducted dance contests at
construction sites

16. Mass concerts to make it more exciting

17. Case 3:
How to promote a product which
limitations makes it almost forbidden?

18. Camel needs alternative communication
forms
Due to tobacco regulations, Camel needs to find innovative ways to
•
contact consumers
We develop a magazine, 90% images, that defines the Camel realm
•
The magazine has a guest editor, and each issue is edited in six different
•
cities: Mexico City, Toronto, Paris, Shangai, Barcelona, Berlin.

19. We believe in concept amplification
Any communication effort should be
•
elevated to an entertainment level
through amplification process
To achieve this, we need a TTL
•
structure to provide answers to all
communication needs
We believe in ROI in communications,
•
as we monitor profitability through
each step of the process

20. We believe we need the best talent for the
project, wherever it is
With talent around the world, we
•
ensure we have the best solution for a
particular problem
Decentralization allows us to offer
•
competitive prices and fast response

21. 100 King Street West, suite 5700 Toronto, Ontario M5X 1C7
Tel: +416 915 3119Fax: +416 915 3177 salanis@bakerycommunications.com