The Adbrand Battles Presentation Final Draft
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The majority of a presentation I had to give to the Senior Management at an Agency I interned at. This is a non final version of it.
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The Adbrand Battles Presentation Final Draft
- 1. the adbrand battles where they stand now where will you
- 2. 411 a brief industry snapshotagency branding...one perspectivea few competitorswhat clients might wantaj...who r we?the future of our brand/businessquestions/feedback
- 3. a brief industry snapshot
- 4. adsegments 2007 source: marketline/datamonitor
- 6. publisher revenue x4 over the past five years
- 7. online = 3rd in time spent and marketing spend by advertisers
- 8. online represents a full 11% of the combined $14 billion spent on all major media in canada
- 10. the method behind the madness who they want to be(the ideal)/where they want to go how they’re seen who they really are/ strengths/weaknesses website, philosophy, headlines, clientele, awards
- 11. you want this
- 12. not this
- 13. there are a lot of adagencies out there a few competitors
- 14. how do they stand out same circus different clowns
- 15. the ones i will be looking at
- 16. who they really are doubt nimbleness team
- 17. how they are seen? masters of self promotion and they win a lot! clients Burger King Mini Heineken TELUS Koodo Aviva Insurance Bombardier MLSE OLG WestJet
- 18. where do they want to go next TAXI 7 offices most recent in Amsterdam so where to next?
- 19. global expansion and push boundaries awards, press, taxi is one of the few on a short list for the most well known in canada they live their philosophy from top to bottom
- 20. rethink quiz advertising is more of a science than an art there are tried and true formulas for creating effective advertising advertising awards have no relation to getting results in the real world
- 21. how they are seen calling it simple would be an understatement clients BC lions A&W Body Shop YMCA Mr Lube at least they have pong, totally random but that is the point
- 22. how they are seen 14 from the 2009 Marketing Awards – 9 Bronze, 4 Sliver, 1 Gold 2008 Ad and Design Club Awards – 14 awards of merit, 14 Silver, 2 Gold In Strategy`s Creative Report Card Rethink got the top honours as #1
- 23. strong culture – inspired and efficient award winner, creative, entrepreneurial size means limits to what they can take on
- 24. who they are the work. the work. the work.
- 26. Parmalat
- 27. FedEX
- 28. Mishubishi
- 29. Shaw
- 30. RBC
- 31. UNHCR
- 32. Sirus
- 33. Frito Lay – Doritos Guru
- 34. Monistat
- 36. what they stand for
- 40. Sony Ericsson Walkman Mobile Phones
- 42. Sony VAIO
- 43. Vodfone
- 44. Prairie Milk Marketing Partnership
- 45. GM of Canada
- 47. who they really are famously effective, since 1917 Grey Group Canada big thinking is unstoppable
- 49. Starbucks
- 50. Mars
- 51. Dairy Queen
- 52. WB
- 54. P&G
- 55. Wireless Wave
- 56. Transcontinental
- 58. Special Olympics
- 61. who they say they are ideas led, business driven values Outsmart | courage | fellowship resist the usual
- 63. NHL
- 65. LG
- 66. Ontario Tourism
- 68. Colgate
- 69. Jaguar
- 70. Barcardi
- 71. Palm
- 72. Ford
- 73. XEROX
- 74. Juvenile Diabetes Research Foundationinteractive done in-house and have interactive subsidiary for some clients and has grown from under 10 to well over 30 people how they are seen
- 75. a strong well known global brand not as well known in Canada keep quiet, good clients, do good but not innovative work
- 76. Lowe Roche who they say they are? in the words of Geoffrey Roche’s website “innovate or die!”
- 77. how they’re seen Featured in the Globe and Mail for Audi Q5 campaign 5 Cassies most recent in 2009 for o.b. Tampons 4 2009 Marketing Awards Marketing Magazine’s 2007 Agency of the Year
- 78. clients Stella Artois (former) Audi Boston Pizza Toronto Zoo New Flow 93.5 Johnson + Johnson Purina Miele ALS Mackenzie Investments
- 79. strong leadership, simple and clear vision a creative shop, known for consistency weak fiscal foundation
- 80. Clean Sheet be open hone knowledge reveal insight road trip creatively project enthusiasm enjoy results =)
- 82. how they are seen branding from the start with wind mobile create a brand from the start what does wind say – it says air, freedom, the breeze clients Neilson dairy Rogers (In conjunction with Publicis) Wind Mobile Sun Life Financial New Balance Chippery Easter Seals they develop strategy and interactive executed and developed through partners like trapeze
- 83. Entrepreneurial, positive and the energy of a start up ? Great names, recent wins provide a great shot in the arm Smaller clients with success, Wind will be the real test of the brand and company
- 84. Formerly Axmith McIntyre Wicht Their tag line is “new since the 1960’s” working smarter make sure that the brief sings to be integrated from the get-go to listening with an open mind moving at the speed of an independent
- 86. Direct Response - CAA, HP, Telus, MADD
- 88. be the best that flat is good respect people most important no yelling. advocacy media new media living media
- 89. most effective agency in Canada needs an update Joe Fresh Hyundai President’s Choice Scotiabank Recycleme.org OLG - Encore Ministry of Health CFL Rethink Barclays Ishares
- 90. CONSUMEROLOGY REPORT A quarterly initiative to discover how important macro trends impacting individual consumer behaviour.
- 91. KISS from structure to services (no yelling) Research Reports set them apart, people love thinkers the most effective agencies in Canada(2006), govt work, finance etc,
- 92. what clients might want
- 97. conclusions shifting $ to emerging media due online 3rd in time spent the mission remains the same but the culture and people is what sets firms apart unique elements frame who you are
- 98. =)
Editor's Notes
- AJ strong in medical, food, beverage and personal care, other with govt
- shifting dollars online P&G shifted 20% of it’s media to online at the end of 2008
- 2008 Canadian Online Advertising Revenue Grows To $1.6 Billion And Surpasses Radio TORONTO, ON. July 28, 2009 - The Interactive Advertising Bureau of Canada (IAB) today announced that Canadian Online Advertising Revenues exceeded budgeted expectations of $1.5 billion, and grew by 29% in 2008 to just over $1.6 billion. Publisher revenue from Online advertising in Canada has more than quadrupled over the past five years -- building from $364 million in 2004 to the $1.6 billion mark in 2008 -- surpassing 2008 Radio revenues of $1.55 billion in the process. Online Advertising now occupies third spot in terms of both time spent by consumers with media, as well as marketing spend by Advertisers, representing a full 11% of the combined $14 billion spent on all major media in Canada (TV, Newspapers, Internet, Radio, Magazines and Out Of Home). Of the $1.6 billion, approximately $317 million or 20% of Online ad revenue was received by French Canadian Online publishing properties, representing year-over-year growth of 22%. Search advertising (at 38% of total revenues), continues to lead in terms of share of dollars, followed by Display at 31%, and Classifieds at 30%. Online Video advertising grew by 33% from its relatively small base of $9 million in 2007 to $12 million in 2008, while Email advertising stayed stable at approximately $18 million. 2008 Canadian Online Ad Revenue by Advertiser Category was also tabulated, and was as follows:Automotive - 13%; Financial - 11%; Technology - 10%; Telecommunications - 9%; Packaged Goods - 8%; Media + Entertainment (Music, Film, TV) - 6%; Leisure (Travel, Hotel, Hospitality) - 6%; Retail - 5%; and, Other - 32%. Publishers within IAB Canada’s Annual Revenue Survey have projected that their revenues will continue to grow at an enviable pace, with Online Advertising Revenue in Canada estimated to be $1.75 billion in 2009, or 9.2% more than the 2008 actuals. This forecast includes a 7.8% increase to $342 million for French Publishers’ Online advertising revenue. “Even in the face of uncertain economic conditions and continued pressure on total advertising budgets, clearly, Online advertising has cemented itself as a mainstay in the overall media buy,” says Paula Gignac, President, IAB Canada. “And although 2009 has presented substantial challenges to the entire Canadian marketing community, we’re confident that Online advertising will continue to grow at the projected pace, for the simple reason that as the Internet continues to engage and delight consumers, it matches these accomplishments with a persistent ability to deliver measureable Advertiser results.”
- 2008 Canadian Online Advertising Revenue Grows To $1.6 Billion And Surpasses Radio TORONTO, ON. July 28, 2009 - The Interactive Advertising Bureau of Canada (IAB) today announced that Canadian Online Advertising Revenues exceeded budgeted expectations of $1.5 billion, and grew by 29% in 2008 to just over $1.6 billion. Publisher revenue from Online advertising in Canada has more than quadrupled over the past five years -- building from $364 million in 2004 to the $1.6 billion mark in 2008 -- surpassing 2008 Radio revenues of $1.55 billion in the process. Online Advertising now occupies third spot in terms of both time spent by consumers with media, as well as marketing spend by Advertisers, representing a full 11% of the combined $14 billion spent on all major media in Canada (TV, Newspapers, Internet, Radio, Magazines and Out Of Home). Of the $1.6 billion, approximately $317 million or 20% of Online ad revenue was received by French Canadian Online publishing properties, representing year-over-year growth of 22%. Search advertising (at 38% of total revenues), continues to lead in terms of share of dollars, followed by Display at 31%, and Classifieds at 30%. Online Video advertising grew by 33% from its relatively small base of $9 million in 2007 to $12 million in 2008, while Email advertising stayed stable at approximately $18 million. 2008 Canadian Online Ad Revenue by Advertiser Category was also tabulated, and was as follows:Automotive - 13%; Financial - 11%; Technology - 10%; Telecommunications - 9%; Packaged Goods - 8%; Media + Entertainment (Music, Film, TV) - 6%; Leisure (Travel, Hotel, Hospitality) - 6%; Retail - 5%; and, Other - 32%. Publishers within IAB Canada’s Annual Revenue Survey have projected that their revenues will continue to grow at an enviable pace, with Online Advertising Revenue in Canada estimated to be $1.75 billion in 2009, or 9.2% more than the 2008 actuals. This forecast includes a 7.8% increase to $342 million for French Publishers’ Online advertising revenue. “Even in the face of uncertain economic conditions and continued pressure on total advertising budgets, clearly, Online advertising has cemented itself as a mainstay in the overall media buy,” says Paula Gignac, President, IAB Canada. “And although 2009 has presented substantial challenges to the entire Canadian marketing community, we’re confident that Online advertising will continue to grow at the projected pace, for the simple reason that as the Internet continues to engage and delight consumers, it matches these accomplishments with a persistent ability to deliver measureable Advertiser results.”
- 2008 Canadian Online Advertising Revenue Grows To $1.6 Billion And Surpasses Radio TORONTO, ON. July 28, 2009 - The Interactive Advertising Bureau of Canada (IAB) today announced that Canadian Online Advertising Revenues exceeded budgeted expectations of $1.5 billion, and grew by 29% in 2008 to just over $1.6 billion. Publisher revenue from Online advertising in Canada has more than quadrupled over the past five years -- building from $364 million in 2004 to the $1.6 billion mark in 2008 -- surpassing 2008 Radio revenues of $1.55 billion in the process. Online Advertising now occupies third spot in terms of both time spent by consumers with media, as well as marketing spend by Advertisers, representing a full 11% of the combined $14 billion spent on all major media in Canada (TV, Newspapers, Internet, Radio, Magazines and Out Of Home). Of the $1.6 billion, approximately $317 million or 20% of Online ad revenue was received by French Canadian Online publishing properties, representing year-over-year growth of 22%. Search advertising (at 38% of total revenues), continues to lead in terms of share of dollars, followed by Display at 31%, and Classifieds at 30%. Online Video advertising grew by 33% from its relatively small base of $9 million in 2007 to $12 million in 2008, while Email advertising stayed stable at approximately $18 million. 2008 Canadian Online Ad Revenue by Advertiser Category was also tabulated, and was as follows:Automotive - 13%; Financial - 11%; Technology - 10%; Telecommunications - 9%; Packaged Goods - 8%; Media + Entertainment (Music, Film, TV) - 6%; Leisure (Travel, Hotel, Hospitality) - 6%; Retail - 5%; and, Other - 32%. Publishers within IAB Canada’s Annual Revenue Survey have projected that their revenues will continue to grow at an enviable pace, with Online Advertising Revenue in Canada estimated to be $1.75 billion in 2009, or 9.2% more than the 2008 actuals. This forecast includes a 7.8% increase to $342 million for French Publishers’ Online advertising revenue. “Even in the face of uncertain economic conditions and continued pressure on total advertising budgets, clearly, Online advertising has cemented itself as a mainstay in the overall media buy,” says Paula Gignac, President, IAB Canada. “And although 2009 has presented substantial challenges to the entire Canadian marketing community, we’re confident that Online advertising will continue to grow at the projected pace, for the simple reason that as the Internet continues to engage and delight consumers, it matches these accomplishments with a persistent ability to deliver measureable Advertiser results.”
- website, philosophy, headlines, clientele, awards
- About the name: TAXI is shorthand for the agency’s approach of creating a specific team for each client, comprised of experts in particular disciplines from copywriting to planning to design and digital, all of whom collaborate to address clients’ business needs. The number of people on a TAXI team is usually as many as can fit comfortably inside a TAXI.About our philosophy: TAXI was built on two principles: doubt and nimbleness. The first applies to a problem solving approach while the second applies to the agency’s structure. Doubt is not about insecurity or lack of conviction. It means questioning, asking whether the expected and respected solutions work. Can a better solution be found? Our model of hiring smart people, experts in their disciplines, and assigning them to small teams that solve clients’ problems, creates a collaborative environment focused on outcome over process, without unnecessary layers and siloed disciplines.Our management: • Paul Lavoie, co-founder, chairman• Jane Hope, co-founder, vice chair• Rob Guenette, chief executive officer• Ron Wilson, chief operating officer• Daniel Rabinowicz, president, TAXI New York• Steve Mykolyn, chief creative officerOur clients: TAXI’s roster includes many of Canada’s best-known companies, as well as numerous US and global brands. Canadian clients include TELUS Consumer Solutions, MINI Canada, Pfizer’s VIAGRA, WestJet, Canadian Tire, Bombardier, Burger King, Heineken, Reitman’s Group, and Dairy Farmers of Canada. New York clients include Johnson & Johnson, New York Life, Blue Shield of California, and Rail Europe Group. TAXI Europe clients include KPN Royal Dutch Telecom, Heineken, TNT Post, Foot Locker, ING, and the Hi and Telfort telecommunications brands.
- [ Daniel Rabinowicz retires from Taxi New York ]August 11, 2009 | By Nicolas Ritoux | CommentsRecommend After 34 years in advertising, Daniel Rabinowicz has announced his retirement.The president of Taxi New York, who will remain a shareholder and a member of the agency board, began his career in advertising in 1975 at Vickers & Benson before joining J. Walter Thompson in 1981. In 1985, he moved on to Cossette, becoming president of Cossette Montreal and later co-president of Cossette Toronto. In 2004, he became president of Taxi Montreal and in 2007 he left his position to create the Taxi Content division within the New York office.In an interview with Marketing, the 58-year-old Rabinowicz said, “I’m going to travel more often. I’ll be spending a month in China this fall. I’m going to see friends, probably study, and start playing more tennis again, as soon as I recover from the hip surgery I underwent two months ago.“When I started at Taxi [New York], I thought I would be there for five years. However, after nine months dealing with the hectic pace of New York, followed by a surgery, it was time for retirement.” In a statement, Taxi chairman Paul Lavoie said he and Rabinowicz have been “colleagues and close friends since the beginning of our respective careers in two Montreal agencies, J. Walter Thompson and Cossette.” Lavoie praised Rabinowicz for his contribution to Taxi’s success, and said the company was happy he chose to remain on the board. Durk Barnhill, who was hired as general manager at Taxi New York in April, assumes responsibility for the shop.
- this is their philosophy on displaythey do interactive internallyBC lionsA&WBody ShopYMCAMr LubePlaylandScience WorldBare SportswearCoast Capital Savings2KSheridan College Institute of Technology Advanced Learning
- 2008 Lotus Awards – 49 awardsNewspaper Awards – 3 Gold, 2 Silver, 3 BronzeA stationary bike appeared to break free from the gym and into the streets of Vancouver yesterday, part of a stunt put together by Rethink for Funktion Personal Training, a local fitness company that likes to do exercise differently.“Escape your boring gym” was the message on the side of the “stationary” bike meant to capture the attention of passersby as it moved around the city.
- Diet 7UPParmalatFedEXMishubishiShawRBCUNHCRSirusFrito Lay – Doritos GuruMonistatSMART
- A stationary bike appeared to break free from the gym and into the streets of Vancouver yesterday, part of a stunt put together by Rethink for Funktion Personal Training, a local fitness company that likes to do exercise differently.“Escape your boring gym” was the message on the side of the “stationary” bike meant to capture the attention of passersby as it moved around the city. nice and simple with a focus on the work. A lack of information on who their clients are when you dig deeper and an award section that doesn’t list awards.large multinational keeping interactive internal allows them to keep all the revenue2008 Silver in Strategy Magazine AOY6 awards from the 2009 Marketing Awards23 CassiesOver the last ten years of the Cassies, no agency has won more Gold, Silver and Gran Prix Cassies awards
- Omnicom Group’s worldwide profit dropped 24% and revenue was down 17.4% in the second quarter, but the agency network still managed to beat analyst’s profit expectations. The New York-based network’s net income for Q2 was $233.4 million, or 75 cents per share, down from $307 million, or 95 cents per share, in the same quarter last year. Revenue was just over $2.87 billion compared to almost $3.48 billion a year ago. Omnicom’s Canadian operations include DDB, TBWA and BBDO, several media agencies within the OMD network and PR shops Porter Novelli, Ketchum and Fleishman-Hillard. Omnicom profit barely beat analysts profit expectations of 74 cents per share, though revenue was less than the expected $2.94 billion, according to Associated Press.
- We want to be a successful, internationally recognized communications company with a presence in many countries, that is admired for its entrepreneurial culture, its spectacular product and its ability as a “best of breed” community to work convergently.
- LillyStarbucksGSKMarsDairy QueenADTWBXM Satellite RadioTboothP&GWireless WaveTranscontinentalCadillac FairviewSpecial OlympicsCanadian Diabetics AssociationPlaytexRoveezDIAGEOCanada LineCreative reinvention, Strategy Mag, Oct 2008Grey’s New Anatomy, Marketing Mag, Oct 27, 2008multinational’s will usually have interactive in-house for standard assignments
- but do they live the values or are they just words
- Land RoverNHLColgate-PalmoliveOntario Ministry of Agriculture, Food and Rural AffairsLGOntario TourismPizza Hut/KFC/Taco BellColgateJaguarBarcardiPalmFordXEROXRight to PlayJuvenile Diabetes Research Foundation
- interactive done in-house with partners depending on needs and complexity http://www.the-cma.org/awards/fun/fun.asp
- 5 Cassies most recent in 2009 for o.b. Tampons4 2009 Marketing Awards Marketing Magazine’s 2007 Agency of the YearStrategy Magazine’s 2007 Agency of the Year FinalistWinner of 15 Digital Marketing Awards at the DMA’sWinner of six CMA Awards on five different clients (Audi Canada, Johnson & Johnson, Mackenzie Financial, Stella Artois and the Toronto Zoo)
- they develop strategy and interactive executed and developed through partners like trapeze ClientsNeilson dairyKrogernew BalanceRoyal Ottawa HospitalJoe’s TeamLexusGovt of OntariochipperyEaster SealsCanadian Liver FoundationLondon Health Sciences CentreCanadian Nurses AssociationSun Life FinancialSiamons InternationalGo RVingSisley HondaRogers (In conjunction with Publicis)Ontario PlaceChinese Lantern FestivalWind MobileCMC Markets
- Narrative Advocacy Media was founded to fulfill a need in the marketplace for developing strategies and tactics to communicate ideas, rather than just products. Tailoring key messages, creative materials, and compelling angles for our clients allows us to reach wider audiences more effectively and efficiently. We provide full service corporate and government communications programs, with a special eye for: issues managementstakeholder relationssocial marketingcreative launch executionsWe are also an agency housed within a mass agency offering a full end-to-end complement of services - public opinion research, creative development, strategic planning, public & media relations, issues & stakeholder management, event planning, digital media, media planning, design and production services. Narrative Advocacy Media is a subsidiary of the award-winning Canadian advertising agency Bensimon Byrne. Simply put, Dynamo’s mission is to extend your brand’s message beyond advertising into a consumer experience that only your brand can deliver. Others call this experiential marketing.We call it Living Media.
- Recipient of the Brendon-Elwood Award for Best Performance, based on their cumulative track record across the thirteen-year history of the Cassies. (2006)Garnered a total of 24 Cassies up to 2009.interactive a mix of internal and external suppliers
- In their research reports conducted by the Gandalf Group the mood was that the economy was starting to come back. Even so 60% say they are worse off now than they were at the same time a year before. 46% of Canadians think they will have a slightly lower living standard at the end of the recession. People are spending more time at home less time out which will hit tourism and restaurants to take a hit.Martin, Russ, Canadians see light but the tunnel is long, Marketing Mag, April 28, 2009.<http://www.marketingmag.ca/english/news/marketer/article.jsp?content=20090428_143748_3032>