This document discusses prototyping at TBWA and key shifts in advertising from ads to services, desks to mobile, and virtual to real. It outlines TBWA's key processes from awareness to purchase to loyalty. It provides international and local case studies from TBWA Helsinki and key learnings around testing early and often, expecting problems, and being relentless.

1. TBWA!
Prototyping at the Sami Viitamäki!
Executive Director
!
Speed of Culture! TBWAHelsinki !

2. TBWA!

3. TBWA!
Key Shifts!

4. TBWA!
Ads to Services
-
Desk to Mobile
-
Virtual to Real
!

5. TBWA!
Key Process!

6. TBWA!
Awareness
v
Purchase
v
Loyalty!

7. TBWA!
Awareness
v
Purchase
v
Loyalty!

8. TBWA!
PAID!
LOYALTY! AWARENESS!
BUSINESS
INSIGHTS! OWNED!
THE BRIEF! IDEA WORTH ANALYTICS!
MARKETING!
AUDIENCE CREATED!
INSIGHTS!
PURCHASE!
EARNED!

9. TBWA!
International Cases!

10. TBWA!
AWARENESS:
How to raise awareness for
the sports cars line?!

11. TBWA!
le:! emy'!
oog cad
G
TA
issan G
'N

12. TBWA!
PURCHASE:
How to get people
buy more Pizza? !

13. TBWA!
le:! izza'!
oog to P
G a
Tom
'Red

14. TBWA!
LOYALTY:
How to more deeply bond with
people who love dogs? !

15. TBWA!
le:! -Like'!
oog g-a
G
ree Do
'Pe dig

16. TBWA!
TBWAHelsinki Cases
!

17. TBWA!
AWARENESS:
How to own share of
voice in the Facebook era?!

18. TBWA!
le:! le'!
oog umb
G R
'Nissan

19. TBWA!
PURCHASE:
How to put the 'shopping'
into 'window shopping'?!

20. TBWA!
:! pping'!
gle ho
Gooow S
sWind
'A dida

21. TBWA!

22. TBWA!
LOYALTY:
How to drive repeat visits
to family restaurants?!

23. TBWA!
TBA!

24. TBWA!
Key Learnings
!

25. TBWA!
Test Early & Often
-
Expect Problems
-
Be Relentless !

26. TBWA!
Sami Viitamäki
!
THANK! sami.viitamaki@tbwa.fi !
YOU!! +358(0)449066650
@samiv
!
!