Vodacom has engaged Ogilvy and partner agencies to develop an overarching brand for its financial services offerings. The consulting team will take a three workstream approach to create a brand architecture and 12-month communication strategy. As part of the brand discovery phase, the team will conduct competitive research, audience mapping, and concept development. They will develop two unique brand concepts for validation through consumer research. The research will involve a 3-day online community with Vodacom and competitor customers to understand reactions and provide strategic direction.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Our latest design brochure creds. Check out some of our client work here.
TEN Creative are an award winning design agency in Norwich, Norfolk UK. We work on design for print and digital media, ranging from websites and managed email campaigns to complete brand development via integrated marketing.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
MoreSleep Creative Agency – Berlin. CREATING VALUE FOR A NETWORKED CULTURE. WE DESIGN AND DEVELOP INDIVIDUAL SOLUTIONS AND PRODUCTS TO SIMPLIFY AND EXCITE OUR LIFE.
I May Like You, But I'm Not In LIke With You - Chloe Gottlieb, R/GAR/GA
Originally presented at SXSW 2012, Chloe Gottlieb - R/GA's SVP, Executive Creative Director, Interaction Design - looks closely at how to create deeper, more balanced value exchange between consumers and brands, including strategies to uncover what your brand has to offer and what your most valuable customers can give in return.
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Founded in South Africa in 1998 and later moved to Ghana in 2001, GMA has established itself as a leader in the Public Relations, Event Management, Media and Entertainment industries with unsurpassed innovation and strategic relationships.
Known as trailblazers, GMA introduced new concepts to the Ghanaian public such as the first international multiplex cinema, a lifestyle store and a full service broadcasting wing; Global Media Alliance Broadcasting Company (GMABC), comprising three radio channels and a free-to-air television channel with superior programming.
Siren-Communication is a Marketing Communications and PR Agency operating from Singapore in the South-East Asian region.
Through our unique proposition of putting brand reputation at the heart of commercial success, we focus on communication to increase brand value.
Our experienced consultants research and develop integrated strategies to ensure your messages are consistent and resonate with stakeholders across relevant channels.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Our latest design brochure creds. Check out some of our client work here.
TEN Creative are an award winning design agency in Norwich, Norfolk UK. We work on design for print and digital media, ranging from websites and managed email campaigns to complete brand development via integrated marketing.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
MoreSleep Creative Agency – Berlin. CREATING VALUE FOR A NETWORKED CULTURE. WE DESIGN AND DEVELOP INDIVIDUAL SOLUTIONS AND PRODUCTS TO SIMPLIFY AND EXCITE OUR LIFE.
I May Like You, But I'm Not In LIke With You - Chloe Gottlieb, R/GAR/GA
Originally presented at SXSW 2012, Chloe Gottlieb - R/GA's SVP, Executive Creative Director, Interaction Design - looks closely at how to create deeper, more balanced value exchange between consumers and brands, including strategies to uncover what your brand has to offer and what your most valuable customers can give in return.
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Founded in South Africa in 1998 and later moved to Ghana in 2001, GMA has established itself as a leader in the Public Relations, Event Management, Media and Entertainment industries with unsurpassed innovation and strategic relationships.
Known as trailblazers, GMA introduced new concepts to the Ghanaian public such as the first international multiplex cinema, a lifestyle store and a full service broadcasting wing; Global Media Alliance Broadcasting Company (GMABC), comprising three radio channels and a free-to-air television channel with superior programming.
Siren-Communication is a Marketing Communications and PR Agency operating from Singapore in the South-East Asian region.
Through our unique proposition of putting brand reputation at the heart of commercial success, we focus on communication to increase brand value.
Our experienced consultants research and develop integrated strategies to ensure your messages are consistent and resonate with stakeholders across relevant channels.
Official brochure for the Paid Media & Digital Advertising Leaders Masterclass, which took place at the Museum of Science and Industry in Manchester on Tuesday 24th September 2019.
Further info: https://www.marketing-masterclass-series.com/
Gravity is a business consulting company with multi-platform execution capabilities across digital and technology. We operate in India, Europe, Middle East and Africa. We help build, sustain & grow profitable businesses. We don’t ask for briefs. We ask for your hardest growth challenges
Since 1995 EASTWEST PR has been getting clients noticed in Asia. With offices in Singapore and Beijing, China, and now the UK, the Agency is independent, proactive and represents great value.
Over the last few years, automotive retail marketing has changed dramatically. Gone are the days when dealerships could limit advertising to the newspaper and get desirable results. Today’s marketing strategies are much more complex, involving traditional media, the Internet, email, and most recently, social media. Many dealerships are still shifting marketing budgets to digital channels, but more progressive dealerships have begun allocating their digital marketing budgets to social marketing.
Social Media for the Automotive Industry. A digital dealership initiative....
Over the last few years, automotive retail marketing has changed dramatically.
Gone are the days when dealerships could limit advertising to the newspaper and get desirable results. Today’s marketing strategies are much more complex, involving traditional media, the Internet, email, and most recently, social media.
Many dealerships are still shifting marketing budgets to digital channels, but more progressive dealerships have begun allocating their digital marketing budgets to social marketing.
Over the last few years, automotive retail marketing has changed dramatically.
Gone are the days when dealerships could limit advertising to the newspaper and get desirable results. Today’s marketing strategies are much more complex, involving traditional media, the Internet, email, and most recently, social media.
Many dealerships are still shifting marketing budgets to digital channels, but more progressive dealerships have begun allocating their digital marketing budgets to social marketing.
Our experience is established with 20+ years in a region that’s packed full of opportunity, and our foundation of success comes from knowing the parameters, the culture and the contacts within which companies need to manage their presence. Whether choosing to establish a business in the region, work with distributors, retain sales agents or find partners, the key to successfully building revenues and sustainable profits in the region are relationships and trust.
The 8Point Advisory team of 45-people continue to build trust by working at senior level within companies in the sectors. These people bring daily, practical experience to customers working with 8point advisory.
Global Media Alliance (GMA) is a focused Integrated Media & Entertainment Company with over 18 years of experience and expertise in Broadcasting, Public Relations and Media Consultancy, Events Management, Creative Services, Digital and Brand Marketing.
The Company has a wide footprint in Africa with significant presence in West Africa, South Africa, Tanzania, Ethiopia, Uganda and Kenya. GMA’s media assets include e.tv Ghana, Happy FM, YFM in Accra Kumasi and Takoradi.
With over 300 experienced, young and vibrant staff, GMA is a leading communications company in West Africa. Our expertise is a blend of talent and knowledge harmonized from our diversified and varied staff force with people from different parts of the world including Kenya, Norway, USA, UK, amongst others.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
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Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
2. Today’s presentation
Our understanding and approach to the brief – 3 workstreams
Introduction of the consulting team for this project
The Ogilvy BrAND strategy methodology
Brand Discovery
Brand Creation
Brand Definition
Conclusion
Q&A
3. The Brief
Create an overarching
brand for VFS
Do not lose the equity owned by
Vodacom already
Embrace the Network Agnostic
ability of VFS
Create a brand architecture to
support all product teams output
across both VFS and DLS
Create a 12-month brand strategy to
achieve success in both the Financial
Services and digital content spaces
Personal and Business approaches
App interfaces
Web interfaces
Social media
Newsletter
TTL advertising CI and guidelines
White labelling guidelines and structure
Affiliate marketing platforms, toolkits, strategies
JV guidelines and structure
Timeline: 3 months
Strategic check-in
quarterly
4. We are tasked with creating a brand and name for
something new in the African landscape - an innovation,
a “Super-app” providing diverse digital services like
financial and lifestyle for everyone.
It’s a brand that must stand the test of time and should
be inclusive yet invitational and that puts the customer
needs at the centre.
This is an enormous and inspiring job and is a
foundational element of future business success.
5. Our approach to the brief: Three workstreams
Financial Services
Project Vision
Communication Strategy
12 Month Roll-out Quarterly check-ins
Strategy ConsultingBrand Strategy
Complete in 3 Months
7. This project will be managed through Ogilvy with
our collaborative partner agencies
Project management
Managing Partner with Integrated team
Brand strategy team
Integrated – Sara & Nicole (Ogilvy)
Digital – Ryan (Social.Lab)
Design – Anastasia (SuperUnion)
Communication – Patrick (Ogilvy PR)
Media – Merissa (Wavemaker)
Research (KLA)
Global Insights – Carla (Ogilvy)
Creative teams
Creative Director and Senior Designer
– Brand Design (SuperUnion)
Creative Director and integrated team
– Brand Roll-out Tool Kits (Ogilvy)
9. MANAGING PARTNER
ZANELE ZWANE Zanele Zwane is an Advertising and Marketing professional with over 15 years’ experience in
Brand Strategy, Campaign Management, Project Management and Retail Delivery.
She’s a successful professional with a wealth of transferable skills gained in the retail sector and
possesses a commitment to delivering customer service excellence and a reputation for ensuring
complete customer satisfaction.
She’s proficient in planning and organising any project with a successful track record of managing
large-scale projects.
Zanele is known to be a proactive leader with refined business acumen and exemplary people skills.
She’s facilitated teams to achieve organisational objectives, increase productivity and enhance
employee morale.
She has strong knowledge and exposure in handling all big brands in South, East and West Africa,
ensuring that campaigns are successfully implemented internationally and across multiple local
agencies.
10. With more than 10 years of experience, Anastasia has spearheaded multiple leading global and
local accounts.
With a passion for experiential design and making brands matter, Anastasia has accumulated
experience across various sectors: Financial Services, FMCG, Technology, Aviation, Mining and
Telecommunications.
Anastasia has worked with the following clients: Vodacom SA and Mozambique, South African
Airways, Johannesburg Business School, Standard Bank, Naspers, Glencore, Anglo American, Old
Mutual, Sasol, MINA, MNHD Real Estate Development (Egypt), Kapci Coatings (Egypt), Spectrum
Developments (Egypt).
Having obtained a Bachelor of Arts degree in Law, English and Media at WITS, Anastasia expanded
her passion for branding and achieved an Honours Degree Cum Laude in Strategic Brand
Management.
Anastasia’s driven and passionate involvement in the Branding industry has led her to be a member
of the Vega School of Brand Communications Brand Council, lecture Integrated Brand
Communications to part time industry professionals, as well as have a seat on the management
team of the Brand Council of South Africa.
MANAGING PARTNER
ANASTASIA COST
11. Sara Butchart is an Integrated Planning Director at Ogilvy
Telco: Two years on the Vodacom account, 1 year with Vodacom Business, five years on the MTN
account – Group Corporate Affairs: 2 years on Airtel East Africa – Purpose strategy and roll-out
Entertainment: 15 years overall working on M-NET, SABC, e-TV – content marketing and brand
management and ad sales
Financial: TransUnion, Metropolitan, Liberty, FNB. Recent brand strategy development -
completely new including name (2017) – Minet Group (African Insurance)
Vodacom – Currently working on Vodacom business at Ogilvy (2018)
Sara has worked with leading brands for over 20 years where she developed numerous brand
strategies for business. Working with the Ogilvy model, Sara believes in creating simple and agile
strategies that everyone can work with and live for.
INTEGRATED PLANNING DIRECTOR
AT OGILVY
SARA BUTCHART
12. Ryan is a Senior Digital Strategist ay Ogilvy
He has planned and managed numerous campaigns across the financial services categories, from
medical aid, car insurance and professional insurance to payment solutions and corporate and
private banking.
RMB: Digital and Brand Strategy (2 Years)
PPS: Digital and Brand Strategy (2 Years)
Bestmed: Digital Strategy (2 Years)
VodaPay: Digital Strategy (1 Year)
Cake: Digital Strategy (1 Year)
SENIOR DIGITAL STRATEGIST
AT OGILVY
RYAN LAING
13. JUNIOR STRATEGIST
AT OGILVY
NICOLE ADOLPH Nicole Adolph is a Junior Strategist at Ogilvy
Investec – Strategic support for our Investec client at Ogilvy (2019)
Standard Bank – Brand strategy support for the Wealth and CIB arm of Standard Bank at
SuperUnion (2019)
Vodacom – Currently working on Vodacom Business at Ogilvy (2020)
In the short time since entering the industry, Nicole has worked on a range of clients across
different industries such as banking, FMCG and broadcasting.
14. Patrick Conroy is Head of Strategy PR and Influence at Ogilvy
Former Managing Director of eNCA 24 hour news – SA’s most watched News Channel (8 years)
Former Managing Director Openview, a digital satellite entertainment platform , 2million
households. (2years)
Management Consultant Cell C Black – Marketing and Content (1.5 years)
Patrick has overseen highly successful media companies and experienced the challenges and
failures of digital content platforms like Cell C’s Black.
HEAD OF STRATEGY PR & INFLUENCE
AT OGILVY
PATRICK CONROY
15. Formula 1
AirFrance
TymeBank
Vodacom
Standard Bank
SARS
Sanlam
Edgars
Incredible Connection
Slowmag
Illiadin
Mango Airlines
Glasfit
Laughing Cow Cheeses
Silversands Poker
Yamaha
Blacksteer
Spekko Rice
C-Track
Epson
BankServ Africa
HIFI Corp
CHIEF STRATEGY OFFICER
WAVEMAKER GLOBAL
MERISSA HIMRAJ Merissa Himraj is Chief Strategy Officer at Wavemaker Global
Merissa is an experienced Communications Expert, passionate about delivering growth for clients.
With over 17 years of Industry experience , her skills set spans both Media and Commercial
Business disciplines, but her true love is Strategic Thinking and Implementation. With a knack for
innovative problem solving and a keen understanding of human behaviour, Merissa manages
complex situations and drives and motivates teams to deliver exceptional results.
In her role as CSO at Wavemaker, Merissa is focused on guiding strategic product, ensuring the
delivery of ground-breaking solutions for clients that deliver real Business Results. In addition, she
is very focused on driving the agency's strategic vision and growth objectives to ensure business
longevity and success and is actively involved in growing the next generation of Great Thinkers.
CHIEF STRATEGY OFFICER - Wavemaker Global
Driving Strategic and Client Service Excellence across the agency
CLIENT LEAD – VODACOM - Wavemaker Global
Client Lead focused on leading strategy and service delivery for client
BUSINESS UNIT HEAD - MediaShop
Strategic Lead across a varied portfolio of clients
MEDIA STRATEGIST, PLANNER, BUYER- RMS Media
Worked across all disciplines to get a full understanding of the Media Disciplines – across various
clients
OPERATIONS & FINANCIAL MANAGER- DUO Advertising
Managed production, media and financial requirements for a small BTL Advertising Agency
16. CHIEF EXECUTIVE
OGILVY CONSULTING WORLDWIDE
CARLA HENDRA As Chief Executive, Ogilvy Consulting, Worldwide, Carla leads Ogilvy’s global strategy and
innovation consultancy, which provides global advisory services at the intersection of Brand,
Growth Digital and Innovation. She is also the worldwide Chief Digital Officer of Ogilvy and leads
the Ogilvy Wellness practice globally. Carla is a member of Ogilvy’s Executive Leadership Team.
Prior to founding Ogilvy Consulting in 2012, Carla began her Ogilvy career in client management
on IBM, driving the global digital and demand generation work. She assumed North America digital
leadership as President of OgilvyOne in 1998 and was appointed Co-Chief Executive Officer, Ogilvy
North America in 2005. Carl has received awards across categories including being named
Advertising Age’s ”Woman to Watch” in 1999, “Advertising Woman of the year” by AWNY, the
YWCA’s “W” award for her efforts to eliminate racism and empower women in the workplace, and
was selected as one of Working Mother magazine’s “Advertising Working Mothers of the Year.”
Carla was also the first-ever female jury chair of the Cannes International Festival of Creativity in
2001. She serves as Board Director of Caleres, and is also on the Board of Directors of the Edgewell
Personal Care Group. She is a former Board Director of Unica and Dress For Success. Carla holds a
BA in humanities from The University of Chicago.
21. OUR POINT OF VIEW
Today building a brand is more complex than ever, and yet more important than ever.
Brands have evolved. From Symbols and Stories to Systems.
Systems are governed by the way that each branded interaction matters to people’s lives
and the time horizon that it takes place.
Therefore, Brand strategy should evolve from a manifestation of differentiation, sometimes
idealistic, to an empathetic invitation of service and relevance.
For Ogilvy, BrAND Strategy is the force that transforms every branded behavior,
experience and expression to an intentional and reciprocal ‘WHOLE’ with people at its
centre.
The BrAND Strategy Capability at Ogilvy is rooted in our mission to make brands matter and
provides strategic ‘whole brand’ expertise, that enables growth for existing and new clients,
across every time horizon and at every customer touchpoint.
22.
23.
24.
25.
26.
27.
28.
29. Some of the work we’ve done around
creating digital brands in the market
30. Case Study
naming approach for
Safaricom M-PESA
product
Please download this case study from the Download Presentation Videos on the site
40. Brand Discovery: 6 - 8 weeks
Activity Deliverables Strategy team
1 Kick off meeting – responsibilities, milestones, approval levels Project plan Integrated team with client
2 Review the business plans and KPIs to be achieved for the BCA Brand KPIs Ogilvy Strategy
3 Mapping all current and expected touch-points for the new brand – understanding the
system it will work in
Brand audit Ogilvy Strategy
Ogilvy Social.Lab
SuperUnion
4 Review all competitor best practice and gap analysis – local and global – in-depth deep dive
into digital super platforms
Competitor review Ogilvy Strategy
Ogilvy Social.Lab
Wavemaker
5 Review media platform usage and investment levels for benchmarking – PESO (Paid, Earned,
Shared and Owned)
Media review Ogilvy PR
Wavemaker
Ogilvy Social.Lab
6 Audience mapping – needs and wants Customer review Integrated team
7 Review of digital services global design and naming trends and insights Design strategy SuperUnion
Ogilvy Social.Lab
8 Workshop to decide on shortlist of possible naming, looks and positions the brand could take
- unique, inspiring, relevant and future-proof – define for research
Shortlist for research Integrated team
With client
9 Concept development – 2 unique routes will be designed for research Two Brand Designs SuperUnion
10 Consumer research Round 1 – validating which approach to develop – 3 weeks needed Research report KLA
41. In the competitor review, we will take a
close look at multi-product global digital
platforms for insights around
positioning, marketing and importantly
UX approaches
43. Amazon is a multinational technology company known for its disruption of well-established industries through
technological innovation at scale. It’s one of the most influential economic and cultural forces in the world.
Not only is it the largest marketplace on earth, but it’s also a content subscription service, production house, cloud
computing services provider, and an advertising business (to mention a few).
• Amazon has multiple offerings and services
however they have not combined this entire
offering into one app. Although every
offering is accessible via the amazon.com
website but multiple apps…
• Part of this thinking is that a customer or
user is in a different frame of mind when
using these different services: For example,
e-commerce and marketplace behaviour is
different to content consumption behaviour
ie looking to buy something VS taking a
break and relaxing
Please Note: This is not the full offering, but rather a small selection of the offering
Amazon
45. Verizon is an American telecommunications company which offers wireless products and services. It’s the second
largest wireless telecommunications provider in the United States behind AT&T.
Verizon offers mobile phone, home telephone and Internet services through a variety of devices. However, they have
recently branched out into banking through their Visa card, as well as building a strong content streaming offering.
• Verizon currently have licensing deals in
place with the likes of Disney+ and Apple
Music. Of course, access to these services
occur on those platforms
• They have created the kind of super-app
we’ve been discussing where their entire
offering is accessible through the My
Verizon app
• They have also created a rewards
programme, similar to Discovery, which also
sits inside the My Verizon app.
Verizon
46. PROPRIETARY
TOOLS/IP
3RD PARTY
TOOLS
STRATEGIC
PARTNERSHIP
We utilise a mix of tools, but rely on our ability to build what we need. We use a combination of quantitative and qualitative
techniques. Our analysis typically focus on the 7Cs Framework: Company, Competition, Category, Consumer, Community, Content
and Channels
BENCHMARK
Using a wide range of tools for insight exploration
50. Our thinking and two brand designs
will be explored with our target
audiences in order to inform our final
route to market
51. 51
More specifically:
• Understand all hooks and barriers to the concept &
content
• Understand messaging and clarity thereof around brand
and offering
• Investigate fit to brand and & credibility of Vodacom to
offer this (beyond telecommunications)
• Unpack any areas of concern or possible mistrust and
highlight ways to overcome this
• Unpack stand-out and differentiation
• Unpack overall relevance and resonance
• Highlight any areas of improvement or adjustment that
lead to optimisation of the content
Primary objective:
Unpack reaction to the
creative content and provide
strategic direction for
greater resonance
The primary target markets we need to speak to include:
• End customers – specifically within the Vodacom segments of
Youth, Mass & High Value
• Business – Small and Large
Research Phase 1
52. 3 day Online Insights Community for customers
The length of the Online Community is dependent on the number of ideas being tested. Should only one concept be tested, a 3-day community is optimal.
Online communities engage consumers for about half an hour
a day over a number of days via a research orientated online,
secure platforms. The real value of this methodology is that it
gives consumers the time to consider and reflect, creating the
circumstances to gain in-depth responses.
Given the large, broad nature of the sample, the online
community allows for a more cost-effective access to this
sample, without having to compromise along any
demographic.
The online community allows for the exposure of multiple
stimuli and it enables us to maintain optimal levels of control
to prevent sharing of stimuli.
Clients are able to view all responses on the platform
The recommended sample structure is as follows:
Segment Vodacom
Users
Competitor
Users
Youth (18 – 25 years) n=10 n=10
Mass (R10 000 – R36 000
Household Income)
n=10 n=10
High Value (R36 000+ Household
Income)
n=10 n=10
Small Business Owners n=10 n=10
Total
Recruiting n=80 to run with approximately 70
active respondents
Additional sample considerations:
• For all segments: we will aim for a spread across gender, region and race
• For Mass and High Value we will aim for a spread across age (25 + years)
• For small business owners we will aim for a spread across industry type
58. From telco to digital partner -
narrative
Customer
Segments
Enterprise
Segments
External
Stkhldrs
Employees
& Partners
Execution flexed by audience / segment
The future is exciting. Ready?
Confident PartnerOptimistic Invitational
“As we enter a new exciting era, customers and communities want
help adapting, navigating and prospering from the remarkable new
technologies reshaping the world. At Vodafone, we are excited
about the possibilities ahead and are ready to enable our customers
to conquer this new world”
From telco to digital partner
Working together with WPP Team Red Superunion
developed the new brand strategy that signalled
the company’s ambition to move from being just a
telecommunications company to become a total
communications company, Vodafone’s new brand
positioning – The future is exciting. Ready?
underlines its belief that new technologies and
digital services will positively transform society,
enhancing quality of life across the world in years
to come.
VODAFONE
BRAND REPOSITIONING
59. VODAFONE
BRAND IDENTITY
We created a modernised visual identity – activated
across advertising, retail and moving image
applications – to reflect Vodafone’s new strategy and
ambition, unleashing the famous speech mark to
highlight the relationship between humanity and
technology.
The updated logo peels away the layers of gradients,
shadows and effects to reveal a modern version
of the iconic mark.
The new typeface now fits with the other Vodafone
typefaces, bringing a distinct cohesion to the brand
and a flexibility to work across every channel.
The speech mark device, previously limited to a
secondary role, now sits front and center, linking up
all the communications. It now houses headlines,
interacts with images and products and appears in
motion across TV screens, websites and digital
displays in stores.
The refreshed identity provides a sense of
connection
– the idea at the heart of the Vodafone brand.
60. VODACOM
LOCAL
SOLUTIONS
Because of South Africa’s diverse
population, there was a need to
define nuances in visual language
and tone within the global
identity to appeal to different
consumer segments. Brand Union
developed a range of brand
platforms to deliver segment-
relevant products and messages.
The role and execution of each
element was considered, and
rules applied. The system was
flexible enough to allow for
creativity but provided the
necessary guidelines to ensure
‘one’ brand consistency.
61. VODACOM
VODACOM SPIRIT
A global project to develop an internal programme
developed to start a conversation amongst
employees about how the organisation needed to
change and what it needs to focus on in order to
meet its long-term business objectives.
62. OLD MUTUAL SOUTH AFRICA
REIMAGINING A VIBRANT,
PAN-AFRICAN BRAND
Old Mutual embarked on a journey to
consolidate their larger global business and
bring it back to its roots in Africa.
63. BEFORE
OLD MUTUAL
BUILD MEANING
Old Mutual is a complex organisation that
provides financial solutions to individuals,
SMMEs, corporates and institutions across
different market segments and geographies
across Africa and other emerging markets.
Old Mutual’s relisting on the JSE and the renewed
focus on its home markets that this signaled
prompted the business to take a long hard look at
its brand.
There seemed to be a gap between its customers
dreams and their current reality but increasingly
there were not choosing Old Mutual to help them
bridge this gap. The brand lacked relevance to
younger, middle-class audiences and was
perceived as conservative and messaging and
tone seemed paternalistic rather than
motivational. In addition customers did not
understand the full breadth of the offering from
the business.
Superunion was tasked with reimagine this global
brand for the African landscape. A vibrant and
optimistic brand that speaks to a younger
generation and one that is relevant and easy to
navigate.
The challenge was to help leadership move an
organisation from a focus on product to being
customer led, and showing it was now in touch
with the rapidly evolving needs of Africa’s people.
65. The visual language system was deliberately
designed to flex between a conversational and
approachable tone to a more elegant and
sophisticated tone.
PHOTOGRAPHY VIBRANT COLOUR PALETTE
LOGO LOCKUPS AND VIGNETTE LINE ICONOGRAPHY
TYPOGRAPHY
OLD MUTUAL
VISUAL LANGUAGE
SYSTEM
66. The Vignette line and brand icon can flex within
different digital applications such as web and social
media. An official brand site was launched through
which partner agencies could easily access all brand
elements.
OLD MUTUAL
VISUAL LANGUAGE
SYSTEM
03 July 2020 66
67. A vibrant, optimistic photo library was created. By shooting in
6 African countries we were able to deliver locally relevant yet
consistent images that appealed to markets in South Africa,
Kenya, Ghana, Namibia, Malawi and Zimbabwe, addressing
local stylistic and technical requirements.
MALAWI
KENYASOUTH AFRICA
ZIMBABWE
GHANA NAMIBIA
OLD MUTUAL
VISUAL LANGUAGE
PHOTOGRAPHY
68. We developed a system that ensured specialist
expertise was highlighted. For legal reasons
some existing brands had to be kept in specific
markets or disciplines.
OLD MUTUAL
BRAND
ARCHITECTURE
69. Messaging frameworks by business line
Sub-capabilities were clearly defined to aid
signposting for customers
OLD MUTUAL
MESSAGING
FRAMEWORKS &
BU GUIDELINES
70. Joint Ventures also received guidelines on how to
approach the system
OLD MUTUAL
VISUAL
ARCHITECTURE &
JV TEMPLATES
73. Brand Definition : 6 weeks
Activity Deliverables Strategy team
1 Brand plans – launch and roll out first 12 months - campaign planning – using the Ogilvy OS
system and digital integration models
Marketing Plan first 12
months
Ogilvy Strategy
2 Brand Investment strategy – PESO (PAID, EARNED, SHARED AND OWNED) Media Plan first
12 months
Ogilvy Social.Lab
Ogilvy PR
Wavemaker Media
3 Monitoring & Tracking – what research elements should be in place to regularly track brand
performance and against which metrics Brand M&E Plan Ogilvy Strategy
This does not include developing the launch campaign for the project – which would be scoped separately
74. We will provide a 12-month road map
for the brand, guidelines and messaging
for launch, where and how to invest for
return and framework for ongoing brand
measurement
75. AWARENESS
CONSIDERATION
SALES
SOCIAL DIGITAL
• Broad Match Keywords
• HTML5 Banner Ads on GDN
• Responsive/Rich Ads on GDN
• TrueView Ads on Youtube
• Branded Search Keywords
• Shopping and Gallery Ads
• Native Advertising
• Transactional Search Keywords
• Google Ads Extensions
• Dynamic Remarketing
• Remarketing Lists
• Reach and Frequency
• Brand Awareness
• Video Views
• Traffic
• App Installs
• Engagement
• Dynamic Ads
• Store Visits
• App Installs
CRM FUNNEL
Filters the audience from stage to stage
based on previous actions.
We will develop a marketing strategy designed to ensure
complete integration between channels based on strong
re-engagement throughout the funnel
76. Considering all Customer Journey touch points.
INSTAGRAM STORIES
ADS
Sparking your interest
GOOGLE SEARCH ADS
To research apps within a
specific category
APP INSTALL ADS ON
YOUTUBE
Showing you the app
GOOGLE PLAY STORE SEARCH
Ranks your app for specific
category related and brand
keywords
LEADING YOU TO
DOWNLOAD THE APP
PUSH
(DISCOVERY)
PULL
(INTENT)
FACEBOOK APP INSTALL AD
Provides a preview of the App
to consumers
77. JOOX – Driving App Installs
Please download this case study from the Download Presentation Videos on the site
81. 81
What happens in the Unlock Audit
Deep Audit of Precision
and Digital capabilities
done by our specialists in
our bespoke Operating
System
Can benchmark against
competitors digital
performance and highlight
gaps and opportunities
Outcomes : Detailed
performance roadmap to
deliver optimal digital
outcomes
Able to derive and deploy
a robust performance
based digital media
strategy with clear KPIs
that are measurable and
trackable from Day 1
83. 83
What happens in the Transform stage
Use any of our 5 bespoke
toolkits to uncover new
opportunities for client
growth
Move beyond media
performance and into
providing ways for clients
to diversify for future
business longevity
We develop Strategic
frameworks and
guidelines for immediate,
medium terms and long-
term success
Outcomes : Detailed
media strategy,
Measurement
Framework, Quick wins
playbook, Partnerships
guidelines
84. THE BRAND PLANS WILL LOOK
AT HOW WE WILL EARN
INFLUENCE - NOT JUST
EARNING MEDIA FOR THE NEW
DIGITAL BRAND
EARN ATTENTION
EARN MEDIA
EARN SCALE
EARN TRUST
EARN INFLUENCE
• Business and trade media engagement
• Vertical media planning
• Long-form and rich content creation and development
• Media partnerships
• Thought and opinion leadership
• Market and sector commentary (agenda surfing content)
• Stakeholder and media engagement (ie owned platforms such as a roundtable)
• Advertorial content
• Media partnerships
• Sponsorships of key industry events
• Social media
• Thought leadership
• Investment in proprietary industry research
• Proactive issues engagement
• Rich content
85.
86. AM & PM Brand Strategy Research Creative Development
R114, 341 R890, 025 R438, 745 R1, 241, 015
4% 50% 46%
NOTE: As the financial submission was developed earlier in the process, Ogilvy would work with Vodacom Financial
Services to ensure that the final costs are aligned to the agreed scope.
We see this project split being around
50% strategy, 45% creative and 5% project management.
92% of the budget will be spent in the first 3 months.
Three quarterly strategic check-ins for the brand @ R69, 575 (R208, 725) to apply learnings and course correction –
amounting to 8 % of the total cost.
Budget summary – R2,684,162
88. Why us?
1. Successful experience on Vodafone in SA, UK, Kenya
2. We have a bespoke team of multi-disciplinary experts
who will be dedicated to the project
3. We are consulting with creative added-value
4. We have local, regional and global support
5. We think, test, design, implement ... all in one