The document outlines an agenda for an integrated marketing communications (IMC) training session. The day-long session is split into a morning and afternoon session. The morning focuses on IMC strategy and includes discussions on defining the problem, setting goals and targets, profiling targets, and establishing the brand role. The afternoon focuses on developing the IMC idea and its execution, including how the idea will be experienced. As an exercise, participants are given a brief to address cyberbullying in the Philippines and asked to develop an IMC strategy, idea, and execution plan to present to their peers.

1. Gino Borromeo
4As ARAL: IMC VP/Head of Planning
7 SEPT 2012 McCann Worldgroup Philippines
@manilapaper

3. MEET YOUR TEAM AND
GIVE YOURSELVES A NAME

4. AGENDA FOR THE DAY

5. AM: STRATEGY
1. INTRO AND ICEBREAKER 9:00-9:30
2. IMC: WHAT IS IT? AND WHY DO WE NEED IT? 9:30-9:45
3. HOW DOES ONE GO ABOUT CREATING IMC? 9:45-10:00
COFFEE/CIGARETTE BREAK 10:00-10:15
4. PROBLEM DEFINITION 10:15-10:45
5. THE GOAL/RESPONSE 10:45-11:00
6. TARGET PROFILING 11:00-11:30
7. BRAND ROLE 11:30-12:00
LUNCH 12:00-1:00

6. PM: IDEA + EXECUTION
8. THE IDEA 1:00-1:30
9. HOW THE IDEA WILL BE EXPERIENCED 1:30-2:00
10. CASE WORK BRIEFING 2:00-2:30
11. CASE WORK 2:30-4:30
12. PRESENTATION TO PEERS + FEEDBACK 4:30-5:30

7. WHAT IS IMC?
AND WHY DOES IT MATTER?

8. WHAT IS YOUR UNDERSTANDING OF
“INTEGRATED MARKETING COMMUNICATIONS”?

9. “A management concept that is designed to make
all aspects of marketing communication such as
advertising, sales promotion, public relations, and
direct marketing work together as a unified force”
“An approach to brand communications where the
different modes work together to create a seamless
experience for the customer and are presented with
a similar tone and style that reinforces the brand’s
core message.

10. THERE ARE MORE WAYS THAN EVER
FOR PEOPLE TO EXPERIENCE A BRAND

13. ADVERTISING IS BUT
ONE PART OF THE ENTIRE EXPERIENCE

15. WHILE ADVERTISING CAN DO MANY THINGS,
IT CANNOT SOLVE EVERYTHING

17. THE SOLUTION
TO MANY MARKETING PROBLEMS
IS NOT NECESSARILY JUST ADS

18. Kit Kat Mail (Japan)

19. EVERYTHING A BRAND DOES COMMUNICATES

20. BECAUSE EVERYTHING COMMUNICATES,
WE NEED TO THINK MORE BROADLY ABOUT
WHAT IS “MARKETING COMMUNICATIONS”

21. BECAUSE EVERYTHING COMMUNICATES,
WE NEED TO THINK HOLISTICALLY ABOUT
HOW PEOPLE EXPERIENCE A BRAND

22. A PRACTICAL DEFINITION OF IMC
A SOLUTION TO A CLIENT’S BUSINESS PROBLEM
THAT USES DIFFERENT FORMS OF COMMUNICATION
TO CREATE A SEAMLESS EXPERIENCE OF THE BRAND

23. SO HOW DOES ONE GO ABOUT
CREATING IMC WORK?

24. 3 ESSENTIALS

25. #1: A MINDSET CHANGE

26. THINK SOLUTIONS,
NOT JUST AD CAMPAIGNS

29. #2: HONESTY AND HUMILITY

30. IT IS IMPOSSIBLE FOR ONE PERSON
TO KNOW EVERY SINGLE THING

31. MORE FORMS OF CREATIVITY
THAN EVER BEFORE

32. MORE KNOWLEDGE AND DATA
THAN EVER BEFORE

33. WE WILL NEED TO COLLABORATE
MORE THAN EVER

34. #3: KEEP ASKING QUESTIONS

35. “IF YOU DO NOT ASK THE RIGHT QUESTIONS,
YOU DO NOT GET THE RIGHT ANSWERS”
EDWARD HODNETT

36. ASKING THE RIGHT QUESTIONS
WILL LEAD YOU TO THE ANSWERS

37. QUESTIONS AS A PRACTICAL TECHNIQUE
TO CREATING IMC WORK

40. PART 1: IMC STRATEGY

41. PROBLEM DEFINITION

42. GREAT SOLUTIONS
REQUIRE GREAT PROBLEMS

43. THERE ARE DIFFERENT KINDS OF PROBLEMS

44. There are different levels of problem
Business Eg. Profit margin is too low to sustain share price
Marketing Eg. Price premium unsustainable
Diagnosing
the right Brand Eg. User imagery is wrong
problem is
essential
Communication Eg. No awareness of the product range
Channels Eg. Can’t afford TV
Creative Eg. People don’t understand the advertising

45. HOW WE DEFINE THE PROBLEM
DEFINES THE SOLUTION NEEDED

47. BUSINESS PROBLEM
“DOT HAS A TARGET OF 5M TOURIST ARRIVALS FOR 2012”
MARKETING PROBLEM
“TOURISTS SEE TRAVEL TO THE PHILIPPINES
AS GRUELING, NOT ENJOYABLE”
COMMUNICATION PROBLEM
“WE NEED TO CHANGE THE TARSIER AND
DEVELOP AN ENGLISH TAGLINE”

48. FIND THE REAL PROBLEM TO SOLVE

49. LIKE A CHILD, KEEP ASKING
“WHY?”

50. PROBLEM DEFINITION TECHNIQUE
WHY?

53. ROM SALES ARE DECLINING
WHY?
ROMANIANS PREFER IMPORTED CHOCOLATE BRANDS
WHY?
THEY THINK THESE BRANDS ARE COOLER
WHY?
THESE BRANDS ARE AMERICAN AND ROM IS ROMANIAN
WHY?
THEY’RE DISILLUSIONED WITH ALL THINGS ROMANIA

54. QUICK EXERCISE
“IN THE NEXT 12 MONTHS, WE WANT
TO GET OUT OF THE TOP 10 OF THE
WORLD’S WORST AIRPORTS”

55. GOAL/RESPONSE

56. WHAT CHANGE DO WE WANT TO ACHIEVE?

57. IT SETS THE EXPECTATION ON
WHAT KIND OF IDEA IS NEEDED

58. IT HELPS US JUDGE
IF THE IDEA IS THE RIGHT ONE

59. IT ALSO SETS THE MEASURE OF SUCCESS

60. GOAL SETTING TECHNIQUE
FROM TO

62. CLIENT BRIEF
CONVINCE INDIAN MEN WHO ARE ALREADY RELUCTANT TO SHAVE TO
BUY A RAZOR THAT’S 10x MORE EXPENSIVE THAN TRADITIONAL BLADES
PROBLEM
INDIAN MEN BELIEVE THAT HAVING FACIAL HAIR MAKES THEM MORE
MASCULINE, AND THEREFORE MORE ATTRACTIVE TO WOMEN
FROM TO
I DON’T SEE THE NEED SHAVING MAKES ME MORE
TO SHAVE ATTRACTIVE TO WOMEN

64. EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLE
INTO ADVERTISING AS A CAREER
PROBLEM?
GOAL?

65. TARGET PROFILING

66. OUR IDEAS AIM TO MOVE PEOPLE

67. “NOTHING IS SO POWERFUL AS AN INSIGHT INTO
HUMAN NATURE...WHAT COMPULSIONS DRIVE A
MAN...WHAT INSTINCTS DOMINATE HIS ACTION.
IF YOU KNOW THESE THINGS ABOUT A MAN YOU
CAN TOUCH HIM AT THE CORE OF HIS BEING.”
BILL BERNBACH

68. FIND SOMETHING
ABOUT PEOPLE (AND THEIR LIVES)
THAT WE CAN CONNECT TO

71. TARGET PROFILING TECHNIQUE
WHO SHOULD WHY ARE THEY WHAT’S UNUSUAL
WE TARGET? WORTH TARGETING? ABOUT THEM?

73. THE BRIEF
INCREASE NAB’S CUSTOMER BASE

74. WHO?
AUSTRALIANS WHO ARE MORE WARY
OF BANKS AFTER THE GLOBAL RECESSION OF 2007
THEY ARE SO WARY OF BANKS THAT THEY BELIEVE
THE TOP 4 BANKS OF AUSTRALIA
ARE IN COLLUSION WITH ONE ANOTHER

76. EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLE
INTO ADVERTISING AS A CAREER
TARGET PROFILE?

77. BRAND ROLE

78. WHAT A BRAND DOES
IS JUST AS IMPORTANT
AS WHAT IT SAYS

79. PROPOSITIONS LEAD US TO MESSAGES
(WHICH CAN LIMIT OUR THINKING)

80. INSTEAD OF PROPOSITIONS, THINK ABOUT
THE ROLE THE BRAND CAN PLAY

81. BRAND ROLE TECHNIQUE
WHAT CAN THE BRAND DO?

84. WHAT CAN THE BRAND SAY? WHAT CAN THE BRAND DO?
“IF YOU SURRENDER, YOU BRING CHRISTMAS TO THE
CAN BE HOME WITH YOUR REBELS SO THEY REALIZE
FAMILY THIS CHRISTMAS” WHAT THEY’RE MISSING

87. WHAT CAN THE BRAND SAY? WHAT CAN THE BRAND DO?
“EXPLORE THE BIGGEST TURN REGULAR PEOPLE
COUNTRY IN THE WORLD” INTO EXPLORERS

88. EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLE
INTO ADVERTISING AS A CAREER
WHAT COULD THE 4As DO?

90. PART 2: IMC IDEA + EXECUTION

91. THE IDEA

92. AN IDEA BRINGS EVERYTHING TOGETHER

93. WITHOUT AN IDEA,
ALL YOU HAVE IS A SERIES OF TACTICS

94. FIND THE IDEA

95. IDEA = THE THEME
EXECUTIONS = TACTICS BASED ON THE THEME

96. A GOOD IDEA...
FEELS INTUITIVELY TRUE
CHANGES THE WAY YOU LOOK AT A BRAND
INSPIRES CREATIVITY IN DIFFERENT CHANNELS

98. PRODUCTS ADVOCACIES ADVERTISING
WE BELIEVE THAT
EVERY BABY IS A LITTLE MIRACLE
PARTNERSHIPS APPS AND TOOLS PACKAGING

99. WHAT’S THE IDEA?

100. EXERCISE
WHAT’S THE IDEA?

102. YOU CAN ACCOMPLISH ANY MISSION
WHEN YOU USE THE YELLOW PAGES

104. HAPPINESS IS BETTER WHEN IT’S
SHARED WITH A FRIEND

106. THERE IS A VOYEUR IN ALL OF US

107. EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLE
INTO ADVERTISING AS A CAREER
IDEA?

108. HOW THE IDEA WILL BE EXPERIENCED

109. “We have to rethink what we call media.
Media used to be simply a way for brands to target consumers, but today,
media is the way that people are engaging with the world around them.
I believe the best brands will become media themselves:
the places, spaces, experiences people choose to spend time with.”
Lee Clow
TBWA/Chiat Day

110. RESIST THE IMPULSE TO START WITH
MEDIA/TOUCHPOINTS/CHANNELS
(THAT COMES LATER)

111. THINK EXPERIENCE

112. THINK STORY ARC

113. EVERY STORY ARC
HAS A BEGINNING, MIDDLE AND END

114. WHAT’S THE STORY ARC?

116. THE STORY ARC
RECRUITING FOR THE JOB OF ISLAND CARETAKER

117. STORY ARC QUESTION
(e.g. HOW WOULD WE RECRUIT PEOPLE FOR THE BEST JOB IN THE WORLD?)
_________________________________
BEGINNING? MIDDLE? END?

120. THE STORY ARC
FINDING INDIA’S NEXT GENERATION OF LEADERS

121. CASE WORK TIME!

122. THE CHALLENGE

124. CYBER-BULLYING IS A
GROWING SOCIETAL ISSUE IN THE PHILIPPINES

125. THE AMBITION
REDUCE THE INCIDENCE OF CYBER-BULLYING
IN THE PHILIPPINES BY 50% IN THE NEXT 3 YEARS
THE BRIEF
RAISE GREATER CONCERN AMONG FILIPINOS
ABOUT THE DANGERS OF CYBER-BULLYING

126. YOUR DELIVERABLES
STRATEGY
(PROBLEM, GOAL, TARGET, BRAND ROLE)
IDEA
EXECUTION

127. 2 HOURS TO WORK
10 MINUTES TO PRESENT
1 WINNER
YOUR PEERS AS THE JUDGES

128. IN CLOSING

129. WHAT DID YOU LEARN?

130. “IF YOU DO NOT ASK THE RIGHT QUESTIONS,
YOU DO NOT GET THE RIGHT ANSWERS”
EDWARD HODNETT

131. QUESTIONS ARE AN EFFECTIVE TECHNIQUE
TO USE IN CREATING IMC WORK

132. Gino Borromeo
THANK YOU VP/Head of Planning
McCann Worldgroup Philippines
@manilapaper