The document summarizes the work of an advertising agency and its approach to developing effective marketing campaigns. It discusses how the agency uses insights into consumer behavior to create ideas for clients that achieve business results. It also provides examples of campaigns developed for clients in various industries that increased sales, brand metrics, and won creative awards. The agency focuses on developing integrated marketing strategies across different channels to effectively reach target audiences.

2. The Best Work, Works Best

3. It Works For Us… Currently We Are: 4As Philippine Agency of The Year Philippine Ad Congress Agency of The Year Campaign Brief Asia Philippines Agency of The Year UPMG Print Agency of The Year The most highly awarded Digital Agency in the Country Shortlisted as Regional Office of the Year two years in a row by MEDIA Magazine Regional Creative Agency of The Year 2008

4. It Works For Our Clients… More awards for effectiveness than any other Agency in the country over the past two years: Asian Marketing Effectiveness Awards – FedEx Asian Marketing Effectiveness Awards – Visa Advertising & Marketing Effectiveness Awards Gold – Childhope Advertising & Marketing Effectiveness Awards Bronze – Pizza Hut Advertising & Marketing Effectiveness Awards Finalist – Bayan Corporate Advertising & Marketing Effectiveness Awards Finalist – Bayan Wireless Landline

6. Services proximity digital mobile data analytics direct live promotion

7. Partnerships Based On Shared Principles A passion for creating big ideas, based on clear insights that achieve tangible business results Our Clients push us for our best thinking, and expect us to do the same to them A mutually held belief that creativity is the magic that can move markets We look to maximize return, not minimize risk

8. It’s The Message , Not The Medium

9. The Idea Is The Framework, The Medium The Method of Delivery

10. You Cannot March Your Message Across A Bridge of Money & Hope It Will Connect

11. Compelling Commercial Content Communication so compelling people actively choose to seek it out and get involved

12. Creating Compelling Content Data Behavior Research Brand Engagement Channel Ideas Content

13. Behaviour Changing Insights Understanding people is the key to successful work BBDO invests in having deeper insights than anyone else As such we conduct regular global and local research studies

15. Total Work: Delivering Integrated Communications That… Galvanize external consumers to bond more tightly to the brand Motivate internal audiences, telling them why they come to work each day Punch above their weight (deliver more for less)

16. Our Process For Developing Total Work Ideas

23. The Work

25. Get: ‘Global Connectors’ Who : Live in an on demand world, with the expectation that everything should be available to them in the way they want it 24/7 To: Re-evaluate Bayan Telecommunications By: Telling them that life can get better with Bayan The Creative Brief

26. The Total Work Idea Definition of the idea based on the incite in the brief: Bayan promises a better experience for people fed up with poor customer service Brief description of the channel strategy : We started by giving the brand a holistic makeover, changing the way the people saw the company from inside out, transforming it from an old, time worn brand to a cutting edge company at the forefront of consumer focused innovation. First we re-launched the brand and its new consumer service focused positioning to employees and stakeholders before announcing the brand renovation to consumers through TV and print, plus area specific outdoor, visual merchandising and a huge leafleting campaign

29. The Results Business Results: In the first year of the re-launch, subscriptions rose by 20% 9 months following the brand re-launch, tracking indicated that the desired attributes are strongly linked and associated with the re-launched Bayan Anecdotal Results: 6 months after the brand re-launch, the company opened up a store selling exclusive ‘Bayan’ merchandise The campaign gained the attention of the National Telecommunications Commission. The Commission made Bayan’s service standards the new industry benchmark Creative Awards: Asian Outdoor Advertising Awards, Asia Pacific Adfest and Philippine Ad Congress and NY Advertising & Marketing Effectiveness Awards

31. Get: Young adults, 20-34 years old from ABC economic classes Who : Rely on food delivery service whenever they’re pressed for time To: Make Pizza Hut Delivery their top-of-mind delivery option By: Pizza Hut lets you enjoy your pizza at the time you expect it to be there The Creative Brief

32. The Total Work Idea Definition of the idea based on the incite in the brief: Pizza Hut makes a stand against tolerance for lateness Brief description of the channel strategy : We focused on channels that will bring us closer to the target audience when they are in time relevant situations, making outdoor and drive-time radio lead mediums We placed our message along intersections where you feel the long wait for the light to turn green… in bus terminals where you suffer the agony of waiting in line during rush hour… on parking fences in business districts where people are more conscious of coming in late. TV served as a secondary medium and ran only for the first quarter of the campaign

34. The Results

35. Business Results Goal 1: Maintain the double-digit sales growth that Pizza Hut Delivery has been enjoying in the past Despite the much tougher scenario it was facing, Pizza Hut Delivery successfully matched the 16% growth rate it enjoyed in 2006. From 4% to 9%, transaction counts grew more than double as the campaign ran

36. Business Results Goal 2: Keep a significant gap in its imagery scores related to food delivery versus Greenwich and Shakey’s Not only did the campaign bring home the idea’s main message, it also impacted on the three other attributes deemed important to food delivery: hot food, ease of ordering and crew that shows concern

37. Anecdotal Results The expression “Hate Late?” has started to become part of the general vernacular too, especially in places where punctuality redounds to productivity. This was taken from a construction site

38. The campaign has won the following creative & effectiveness awards: Bronze, Outdoor Category, 2007 Cannes Lions Bronze, Retail & Food Category, 2008 Advertising and Marketing Effectiveness NY Creative Results

40. The Creative Brief Get: ‘ Dynamic digitally savvy’ 15-24 year old teens Who: Think that Pepsi is not an engaging brand To: Express themselves through Pepsi By: Giving them a chance to be a part of the Pepsi brand (literally)

41. The Total Work Idea Definition of the idea based on the incite in the brief: Be a Pepsi icon by getting your barkada on the can

42. The Total Work Idea Brief description of the channel strategy Media here played more of an enabling role, with digital becoming a channel for the teens to give their say On web & mobile, they could get other friends to vote for their photos, comment on and vote for other barkadas. A widget even let them display their pictures on their desktops On social networking sites, profile pictures branded Pepsi ‘KadaCan proliferated, driving more people to the site and the photo-booth. Since most of the teens are online and have at least one account in a social networking site, they would write about the photo-booth, send out the links to their photos and encourage more people to go to the site to vote and view, thus increasing the site traffic of Pepsi. Honestly, we hardly had to do any work No TV. No “viral video”. Just the Pepsi ‘KadaCan photobooth touring the malls nationwide, the kids all abuzz and the drive-to-site ads on Facebook and a few other local sites

44. The Results Business Results: +19% growth from the 3rd quarter to the 4th, considering that is the only effort for the entire brand. Past-4-week consumption prior the promo increased from 21 to 25% after the launch. Intermediate Results: 8,052 registrants, 675.72% higher than the previous Pepsi integrated campaign 540,869 online votes and 5,103 mobile votes 6.44M hits online, with 2.19M pageviews 39k+ unique visitors, more than 4,200 of those led in through blogs & forums They stayed on the site for almost 6 minutes on average Commenting: 1,730 comments on the site alone And bringing the experience home: 1,224 widget downloads

45. The Results Anecdotal Results: As seen on the comments on the ‘KadaCan site, the blogworld & social networking buzz, Pepsi is now on the youngsters’ lips and minds, having given them a story to tell Pepsi ‘KadaCan is now Pepsi Philippines’ benchmark for digital activation, with its results a huge leap from the previous year’s activation Over-all, Pepsi ‘KadaCan ran for 12 weeks, building relevance and driving affinity with the youth at every turn. The campaign increased traffic to www.Pepsiworld.com.ph exponentially, making it a venue for the kids to express themselves

46. The Best Work, Works Best