With global economic slowdown looming, research shows many organisations are turning to mergers and acquisitions to achieve growth. Consequently, this creates a crucial inflection point for business and brand. It is one of those rare moments where brand rises to the top of the Executive agenda. The stakes are high, and failure to understand the role of brand in M&A is the most common reason for collapse.
Through real-life case studies, in this session we will share a unique approach from Ogilvy Consulting that answers the critical brand and naming questions, and how our approach can impact the long-term ability for an organisation to achieve its objectives.
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
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
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
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.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
As influencer marketing continues to evolve and mature, more and more brands are doubling their investment this year. In this week’s webinar, we will deep dive into how to get influencer marketing right for your business. This session will be led by Kathy Baird, Managing Director of Content & Social at Ogilvy North America and Robert Davis, Head of Advance Video Practice at Ogilvy New York.
We will look at:
- Latest influencer trends
- Methodology to working with influencers
- What to look out for in the second half of the year
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
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
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
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.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
As influencer marketing continues to evolve and mature, more and more brands are doubling their investment this year. In this week’s webinar, we will deep dive into how to get influencer marketing right for your business. This session will be led by Kathy Baird, Managing Director of Content & Social at Ogilvy North America and Robert Davis, Head of Advance Video Practice at Ogilvy New York.
We will look at:
- Latest influencer trends
- Methodology to working with influencers
- What to look out for in the second half of the year
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
Apple « think different » est l’une des campagnes institutionnelles parmi les plus célébrées. Elle constitue un véritable manifeste de la disruption. En s’appuyant sur des géants de la culture, de la musique, de la politique, en rendant hommage à leur courage, leur engagement, leur volonté de faire autrement, Apple fait en réalité, une exceptionnelle autocélébration. Celle-ci a le mérite de se dissimuler derrière cet hommage, qu’on peut qualifier de sincère tant Steve Jobs, l’âme d’Apple et de cette campagne, incarnait le « think different ».
L’exceptionnelle qualité de la démarche vient aussi de la légitimité peu contestable de l’émetteur, solidité acquise au fil des années et des innovations. Nombre d’entreprises et de marques pourraient tenter ce parallèle, mais un nombre infime bénéficierait de la crédibilité qu’elle exige. Apple en fait partie.
Ces slides ont été réalisés dans le cadre du projet IONIS Brand Culture.
Pour découvrir l'intégralité des cas étudiés, rendez-vous sur : www.ionisbrandculture.com.
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.
The 4 E's of Marketing By Christopher Graves, President & CEO, Asia Pacific, Ogilvy Public Relations Worldwide.
A keynote presentation at Ogilvy Verge Singapore
For more information, visit www.the-open-room.com and verge.ogilvy.com.sg
Steal This Idea: The Robot Curve / By Marty NeumeierLiquid Agency
Ever wonder why your skills are constantly out of date? Why your company is always falling behind competitors? Why so many jobs and projects are being outsourced? The Robot Curve is a simple model of innovation that shows how new processes, businesses, and technologies continuously destroy old ones as they create new opportunities for wealth. Where are you on the curve?
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.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
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.
La mécanique de l'idée / concept créatif / ian gilbertIANTERNAUTE
D'où viennent les idées chez l'humain, en agence...
Méthodes de réflexion contre la panne d'idée, quels sont les symptômes et les solutions de ce problème...
Le parcours de l'idée en agence...
Un remix personnel inspiré de recherches et document sur le sujet des origines, fabrication et transmission d'une idée.
Présentation support d'une session orale pour l'ISCOM.
Merci a Wikipédia, JDN, E.Legrand, Lavoisier, psychomag... et internet, pour la contribution passive, puis active
Junxion webinar: Corporate Social Returns and why materiality is essential to...Garth Yule
Adam Garfunkel, Managing Director of Junxion’s London, UK practice, shares insights about how the right-sized approach to materiality will help your strategy and reporting efforts start on the right foot.
Mike Rowlands, Junxion’s President and CEO based in Vancouver, Canada, describes some practical approaches to developing a TrustBrand that tie together your inspiring vision for change, your business strategy, and accountability for your social performance.
Junxion helps senior-level decision-makers in medium to large companies decide what ‘next steps’ to take in their ongoing journey towards socially responsible corporate citizenship. Whether your business is considering next steps, or first steps, these are two essential practices to master if you want to "walk the talk" with confidence.
In our recent webinar at Junxion Strategy we share insights about how the right-sized approach to materiality will help your strategy and reporting efforts start on the right foot, and practical approaches to brand development that tie together your inspiring vision for change, your business strategy, and accountability for your social performance. Whether your business is considering next steps, or first steps, in your journey towards socially responsible corporate citizenship, these are two essential practices to master if you want to "walk the talk" with confidence.
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
Apple « think different » est l’une des campagnes institutionnelles parmi les plus célébrées. Elle constitue un véritable manifeste de la disruption. En s’appuyant sur des géants de la culture, de la musique, de la politique, en rendant hommage à leur courage, leur engagement, leur volonté de faire autrement, Apple fait en réalité, une exceptionnelle autocélébration. Celle-ci a le mérite de se dissimuler derrière cet hommage, qu’on peut qualifier de sincère tant Steve Jobs, l’âme d’Apple et de cette campagne, incarnait le « think different ».
L’exceptionnelle qualité de la démarche vient aussi de la légitimité peu contestable de l’émetteur, solidité acquise au fil des années et des innovations. Nombre d’entreprises et de marques pourraient tenter ce parallèle, mais un nombre infime bénéficierait de la crédibilité qu’elle exige. Apple en fait partie.
Ces slides ont été réalisés dans le cadre du projet IONIS Brand Culture.
Pour découvrir l'intégralité des cas étudiés, rendez-vous sur : www.ionisbrandculture.com.
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.
The 4 E's of Marketing By Christopher Graves, President & CEO, Asia Pacific, Ogilvy Public Relations Worldwide.
A keynote presentation at Ogilvy Verge Singapore
For more information, visit www.the-open-room.com and verge.ogilvy.com.sg
Steal This Idea: The Robot Curve / By Marty NeumeierLiquid Agency
Ever wonder why your skills are constantly out of date? Why your company is always falling behind competitors? Why so many jobs and projects are being outsourced? The Robot Curve is a simple model of innovation that shows how new processes, businesses, and technologies continuously destroy old ones as they create new opportunities for wealth. Where are you on the curve?
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.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
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.
La mécanique de l'idée / concept créatif / ian gilbertIANTERNAUTE
D'où viennent les idées chez l'humain, en agence...
Méthodes de réflexion contre la panne d'idée, quels sont les symptômes et les solutions de ce problème...
Le parcours de l'idée en agence...
Un remix personnel inspiré de recherches et document sur le sujet des origines, fabrication et transmission d'une idée.
Présentation support d'une session orale pour l'ISCOM.
Merci a Wikipédia, JDN, E.Legrand, Lavoisier, psychomag... et internet, pour la contribution passive, puis active
Junxion webinar: Corporate Social Returns and why materiality is essential to...Garth Yule
Adam Garfunkel, Managing Director of Junxion’s London, UK practice, shares insights about how the right-sized approach to materiality will help your strategy and reporting efforts start on the right foot.
Mike Rowlands, Junxion’s President and CEO based in Vancouver, Canada, describes some practical approaches to developing a TrustBrand that tie together your inspiring vision for change, your business strategy, and accountability for your social performance.
Junxion helps senior-level decision-makers in medium to large companies decide what ‘next steps’ to take in their ongoing journey towards socially responsible corporate citizenship. Whether your business is considering next steps, or first steps, these are two essential practices to master if you want to "walk the talk" with confidence.
In our recent webinar at Junxion Strategy we share insights about how the right-sized approach to materiality will help your strategy and reporting efforts start on the right foot, and practical approaches to brand development that tie together your inspiring vision for change, your business strategy, and accountability for your social performance. Whether your business is considering next steps, or first steps, in your journey towards socially responsible corporate citizenship, these are two essential practices to master if you want to "walk the talk" with confidence.
In this assignment the objective of the assignment have mentioned. in which the introduction of the company is there, its mission statement, Achievements and past successes, customer awareness towards this company and many more.
Purpose Up - Doubling down in tough times by Barkley + JefferiesBarkley
Now is not the time to shrink back on sustainability and ESG criteria, it is time to double down with focus and clarity. These are the findings from our third annual report Purpose Up | Doubling Down in Tough Times, a joint research study with Jefferies.
Learn how to work with prime contractors - what they buy, how they buy, and where to register. Good starting point to know what questions to ask when you have your one-on-one matchmaking visits. Presenters: Gretchen Ebert, Medtronic; Christa Seaberg, Adolfson Peterson; John Taylor, Cargill
Presentation materials on a business model framework used as part of a course on business acumen offered at the University of Wisconsin Center for Professional and Executive Development.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
The Covid-19 pandemic is now just one of several crises to which we are all adapting. While the world is in various stages of reopening after the first Covid-19 wave, there is no consensus on what the next wave will look like or the severity of its impact. Many were quick to declare that our behaviours and attitudes had been fundamentally and forever shifted by the pandemic and the resulting lockdown. But what has really changed, and what changes will be sustained? How do brands and businesses plan for this uncertain future?
In Conversations That Matter—The Return To Growth in Turbulent Times, our speakers will discuss the challenges to returning to growth facing brands around the world.
Nudgestock 2020 – Necessity is the Mother of ReinventionOgilvy Consulting
Every year, Ogilvy Consulting's Behavioural Science Practice hosts Nudgestock — the world’s largest festival of creativity and behavioural science. Ordinarily, this event is held on the British Seaside (a cunning strategy to help people focus on the day) with approximately 400 in attendance. However this year, as a result of Covid-19, we tried something different...and the results were astonishing.
What's Next: Celebrating Eid in a time of isolationOgilvy Consulting
Join us to celebrate Eid, and understand how 1.8 billion Muslim consumers have adapted for the occasion and the preceding month of Ramadan in an era of isolation.
Focusing on Ogilvy's six baseline Ramadan and Eid trends, we’ll give insights and examples of what changed this year and what important commercial, consumer and D&I strategies brands can learn and apply across their business.
What's Next: Unlocking a powerful corporate culture in turbulent times and be...Ogilvy Consulting
Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceOgilvy Consulting
Organisations need to be ready to confront the issues concerning a post-COVID–19 workplace. Business guidance and employee sentiment is changing rapidly. But, importantly, how we prepare our people and ensure we have plans in place to work together will be critical for recovery. Join us to explore how businesses can get ready and be best prepared to reintroduce employees to the workplace
What's Next: Rapidly adjusting your customer experience strategy for the "new...Ogilvy Consulting
This week we’ll talk through the customer experience impact of changing customer mindsets and behaviours that have come with COVID-19, introduce the AWARE framework for rapid customer experience strategy modification and talk through some examples of how brands are already adjusting their strategies to meet customers’ current needs.
What's Next: Using technology to engage employees & build businessesOgilvy Consulting
Never before has technology been such an enabler for people and teams as it has since the COVID-19 crisis. While remote working is not new for many organisations, the extent and time is, which businesses are anticipating workforces to be completely virtual. How people engage virtually with each other sits at the heart of business recovery and future business continuity planning.
What you might not know is that at Ogilvy we have a specialist practice dedicated to employee engagement, experience and supporting businesses to get the most out of their people, systems and processes. In this week's webinar, our team draw on their experience delivering programmes through business crisis (shut down and restart), and offer support in how to navigate shocks, high impact events and business change in a sure-footed manner.
What's Next: Health & Wellness - Disruption & Adapting for the ReboundOgilvy Consulting
The COVID-19 crisis is rapidly changing how individuals are managing their health and well-being, approaching life with more gratitude and resilience. Digital health solutions adoption is booming as are some wellness sectors, and will contribute to the emergence of new healthcare models faster than expected.
In this webinar, learn how it will become essential for any healthcare provider to propose compassionate and empathetic care experiences to their clients, leveraging wellness to stay relevant in these turbulent times. Join us to understand some quick wins and envision your post-crisis healthcare shift.
What's Next: Using technology to engage employees and build businessesOgilvy Consulting
Never before has technology been such an enabler for people and teams as it has since the COVID-19 crisis. While remote working is not new for many organisations, the extent and time is, which businesses are anticipating workforces to be completely virtual. How people engage virtually with each other sits at the heart of business recovery and future business continuity planning.
We are currently in the midst of the most disruptive global crisis seen in decades. There is little doubt that the aftermath of COVID-19 will have life-changing impact on societies, political systems and economies. And it will likely be the single-most important catalyst in modern history for changing consumer behaviour and attitudes. This is a defining moment for Brands, and how they react – what they do – will not only impact short-term survival, but more important, the long-term brand health that is critical to future growth.
Our speakers will draw on prior experiences with SARS, the 2008 financial crisis and the current realities in Asia, Europe and the US. In this week’s webinar they will discuss what your brand should be thinking about and how to plot a course through this world-redefining period.
What's Next: The Next Frontier in Automotive Industry Ogilvy Consulting
Between homes and offices most of us spend large amounts of time commuting but a growing awareness of transportation’s ecological impact has triggered a shift towards public and shared transport. Automobiles continue to play a significant role in society, but one that is changing. The entire automotive industry is witnessing massive disruption throughout the value chain.
Digital technology in particular is proving the lever that is shifting the gears of transformation and driving ever more innovative customer experiences. In this session we will understand the major trends driving the automotive industry and how creating and being a part of a pivotal ecosystem experience, is critical for shared success.
What's Next: Social Commerce - from transaction to truly socialOgilvy Consulting
Social is the most important contributor to e-commerce and a social commerce strategy should definitely be more than paid ads on social. Social, Messaging and E-Commerce platforms are all evolving to connect more deeply social interactions to commerce. Looking through the super rich Asia landscape what are all the different types of Social Commerce? How brands can develop, evolve their approach and capitalise on the real value of social.
What's Next: The Role of Brands in the Booming Original Content BusinessOgilvy Consulting
We live in a content-driven world and a fast-changing one at that. The explosion of consumer options from traditional TV and film to OTT, podcasting and web streaming has changed the landscape for advertisers. How do brands find their way in this new fragmented marketplace?
Join Ogilvy’s Mike McFadden (EVP Digital Transformation) and Rob Davis (Head of Digital, USA) for an in-depth conversation about brand advertising in the fast-growing streaming content space.
Scheduled guests include industry leaders Gayle Troberman (CCO, iHeartMedia), Evan Shapriro (President, National Lampoon), Chris Stefanyk (Head of Partnerships, Wattpad) and Joshua Sinel (Co-Founder/President, Storybooth).
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...Ogilvy Consulting
In the ever-changing and shifting world of expectations, disruption, and experience; brands are having to face the real challenge of transforming and evolving in an existential crisis against the possibility of becoming inconsequential. In this week’s webinar, we’ll talk about one of the most personal and public transformations in the industry with our very own Ogilvy UK CEO Michael Frohlich.
Michael will talk about the dos and don’ts he learned along the way when transforming a company, but also his observations, on the opportunities and challenges he encountered along the way.
Today’s consumer is raising their voice on social platforms and testing the limits of individual influence. They are empowered and enabled, and on a mission to matter. They’re no longer just complaining – they’re flexing social muscle to force brands to change. Whether an individual is campaigning for a cause, or on a quest for influence, or joining a rage-in on social media they can cause irreparable damage to a brand.
We are in a brutal cultural moment when the good, bad and ugly are indistinguishable to a call-out culture that can seem to care very little for the ‘why’ behind the ‘what’. Whether a brand has made an honest mistake or taken an ill-judged decision, social media enables and amplifies cycles of cruelty. To survive in the call-out culture world, brands need to think differently about how they react when they’re put under the spotlight, and how to make their brands less likely to be called out in the first place.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
Ogilvy Consulting’s “The Annual” is the power of behavioural science applied, showcasing 10 projects worked on over the last year with a particular focus on interventions for brands, charities, non-profits and local governments supporting social outcomes to drive “good”.
Presented by the Behavioural Science Practice within Ogilvy Consulting London, you will discover the insight behind the interventions and how the power of behavioural science and creativity can be used to overcome the stickiest of challenges.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5. 5
Using Brand to Maximize M&A Value
M&A is a moment when
brand rises to the top of
the corporate agenda—
a point where brand
decisions can add or
subtract significant
financial value
Ogilvy Consulting
specializes in addressing
M&A-related
opportunities &
challenges, in ways
which resonate with
CEOs, CFOs and Boards
Our experience spans
many types of
transaction—from
acquisitions, to IPOs
and divestitures, to
joint ventures and
private equity
We help client organize
their brand portfolios &
architectures to
maximize the value of
their transactions, soup
to nuts—from brand
naming decisions, to
brand creation, and go-
to-market strategy
6. 6
Decisions That Have to be Made
• Determine what brand name &
architecture will do most to drive success,
minimize risk, and grow share price among
investors
The brand
naming
decision
• Translate strategy into a positioning which
will communicate the purpose of the
merged business in a clear, compelling &
differentiated manner to all stakeholders
Future vision
& purpose
• Create a powerful new name(s) if needed
• Design / evolve logo and brand identity in
a way that will communicate the strategy
and signal positive change to all
stakeholders
Brand
creation
• Define how the merged businesses will
go-to-market with their products &
services, aligning the brands & naming
system in a way that will do most to drive
sales & margins with customers
Portfolio
integration
• Develop a roll-out plan to implement the
new strategy, specifying investment
levels, timing & interim stages, and how
success should be measured
Execution• Quantify the financial impact of alternative
brand strategy scenarios
• Provide a facts & figures based rationale
for recommendations
Financial
impact
Customer
value
proposition
• Explain the benefits which the merger
brings to reassure & retain existing
customers, acquire new ones, and grow
share
Employee
value
proposition
• Engage & energize employees, and build
allegiance to the merged company
7. 7
There is No One Right Answer
7
+
+
+
+
-
+
+
New brand
9. The financial upside / downside impact of the naming
decision was significant
Revenues
without brand
Upside from
brand
Pro-forma total
revenues
Total RevenuesRevenuesdriven
by brand
Remaining
revenues
Revenue upside potential ($B) Revenues at risk ($B)
9
10. Corporate brand naming scenarios were analyzed
1. 2. 3. 4.
New Name
10
CORPORATE BRAND SCENARIOS
11. Using a new brand will deliver the most value by
allowing:
• Repositioning as the market shaper
• Creating a best-in-class brand
Using the DuPont brand will negatively impact
financial value:
• The incremental value from a new brand is 1/3 higher
than the best scenario involving DuPont + Pioneer 4
6
8
9
11
As-Is Scenario 1A Scenario 1B
(DuPont) (DuPont +
Pioneer)
Scenario 2
(Dow)
Scenario 3
(Pioneer)
Scenario 4
(New
Brand)
Incremental
Brand Value
+$XB
$ (billions)
ESTIMATED BRAND VALUE BY SCENARIO
Recommendation
Develop a new corporate brand for the new agricultural company
X
X
X
X
X
X
11
12. Corporate brand
Business-level brands
Product brands
Trademarks
Seed company brands
AgCo - The opportunity
Clarify, simplify and unify the brand strategy to signal the strength of the combined portfolio
12
13. 13
Expectations for a future agriculture industry leader
• Global – able to manage product flows across shifting geographies, trade flows, crops,
weather patterns, etc.
• Integrated – able to offer a variety of solutions (CP, Seed, Tech and Advice) in a single
package
• A technology company – both IT & tech (able to harness technology to make big data
happen for farmers)
• A biotech company – leading the way in product innovation
• A partner – working down the value chain with all industry participants
• A global citizen – working with governments and NGOs to find ways of making
agriculture answer the needs of all
• AND, with all this, a relationship business, attuned to adapting every solution to local
farmer needs
15. 15
Food is the most basic human need, the engine of life, and the prerequisite for progress.
The agriculture which produces it is the foundational industry, the springboard for economic growth
and the development of society. We bring our global presence, depth of knowledge and diverse
resources so that farms and farmers flourish everywhere, moving our world forward.
We are growing progress.
Transformation:
We will harness our
heritage and knowledge,
continuously
accelerating our
innovation, to transform
and advance agriculture
in ways unthought-of
today
Responsibility:
We are contributing to
responsible agriculture
that will use resources
wisely, conserve
diversity and enrich the
land, ensuring food
security and safety for
future generations,
across the developed
and developing world
Food System:
We are connecting the
dots across the value
chain, collaborating
tirelessly with all its
participants – from
farmers and distributors
to manufacturers and
retailers – to optimize
the food supply and
unlock hidden value for
all
Serving the Industry:
Our role is a humble
one – to serve and
support our customers
and partners, using our
knowledge and
resources to enhance
the livelihoods of those
who produce and those
who consume
Radical Openness:
We are dedicated to
integrity in agriculture,
creating transparency
and understanding
among decision-makers
and consumers,
restoring a sense of
pride and purpose,
moving agriculture
confidently forward to
the future
Growing Progress
Our positioning
16. 16
Name reveal…
CORTEVA
• A name which tells a story
• A name which communicates our Positioning and Purpose
• “Core” suggests ”core” or “heart” of the earth
• “Teva” is an ancient word, which fits our 14000 year-old industry. It
comes from an ancient Hebrew word which means “everything nature”
• Works well in all our key languages
• Is completely different from anything else in the category
• Sounds strong--hard beginning and ending consonants (“c” and “v”)
19. 19
For Integration Planning PurposesOnly – Subject to Dow-DuPont Confidentiality Agreement dated November
24, 2015
Employee Brand – Growers of What’s Next
21. Responsibility strategy
An overall responsibility strategy was developed for the company, around the idea of socially responsible
food. Climate change was identified as the priority platform for the company, given agriculture’s
significant impact on GHG (12.5% of world-wide emissions)
Results
Actions:
• Innovative technologies that allow for carbon-mitigation
• Development of crop management techniques that contribute
to carbon capture
Events:
• Showcase the CEO
• Highlight initiatives
Corteva is seen as a leader in pushing the agriculture industry to
address climate change
21
26. 27
Research showed that brand matters
Consumer Decision Drivers
Innovative approaches to insurance
Recommended by friends & family
Been around a long time
Well-known brand
Lowest cost policies
Cares about me
Financially stable company
Knowledgeable and friendly agents
Simple claims processing
Easy to buy
Excellent customer service
Covers everything I expect
Best reputation
Highest quality
Easy to understand
Peace of mind
Good value
Policies that meet my needs
Brand-related
Cost-related
Service-related
Product-related
27. 28
Many brand naming & architecture options were analyzed
Option 1:
Globe Life unitary brand
Option 3:
Globe Life brand endorsement
Option 2:
Globe Life cobrand
Option 4:
Globe Life + American Income Life
Option 6:
New brand
Option 5:
Channel branding strategy
Liberty National
Globe Life
Globe Life | Liberty NationalGlobe Life
Globe Life + American Income Life Globe Life + Existing Agency brand New brand
28. 29
The financial impact of each was quantified
$-
$500
$1,000
$1,500
$2,000
Scenario 1 Scenario 2 Scenario 3 Scenario 4 Scenario 5 Scenario 6
NPV Projected Margin from Net Sales Attributed to Brand ($M)
Globe Life
unitary
brand
Globe Life
cobrand
Globe Life
brand
endorsement
Hybrid -
Globe Life
+ AIL
brand
Channel
branding
strategy
New
brand
29. 30
Option Rationale Outcome
1. Globe Life
unitary brand
• Easiest way to creates a strong national brand
• Greater recognition of Globe Life benefits all businesses
• Potential to create significant value, at moderate risk
• Increases the effectiveness of marketing investment
• Easier for investors to understand breadth of portfolio
• Has the potential to be implemented short-term leaving
a window open for later changes, if needed
Globe Life unitary
brand was
selected as the
final destination
The decision was to transition to a Globe Life unitary brand
30. 31
A new brand narrative
You wake up every morning with your family on your mind. You fight through rivers of traffic and spend all day, every day, on
the job so that they can have a better life than the one you’ve had. It’s important to you to provide a legacy of strong financial
security. Buying insurance seems like it could be a critical piece of building that legacy, but it’s such an intimidating process.
All the different options and the complexity and jargon of the policies can be overwhelming if you’re not used to it. Not to
mention, it’s expensive. For the ones who keep America going everyday, running our factories, keeping us safe, and caring for
our families, it feels like insurance companies just don’t have people like you in mind. All working families want is a simple
policy that fits their needs at a reasonable price. It shouldn’t be so hard to find one.
Globe Life understands what you’re going through. We level the playing field in the insurance industry. We know that working
families have the same hopes, dreams, and aspirations as everyone else, but go about achieving them in their own ways. Your
insurance should reflect that. We provide insurance solutions centered around the way you live. They’re easy to understand
and priced to accommodate your budget.
By offering quality, affordable insurance policies, Globe Life allows working families to face the unexpected from a position
of strength.
And having that protection makes all the difference in the world. If the unforeseen strikes, you don’t have to worry about your
bills getting paid or the lights staying on. You won’t have to make tradeoffs on essentials like your children’s school supplies
or the food on your table. Our policies provide a boost to keep you afloat in times of crisis.
Knowing you’re protected, you can focus on what’s most important: building on the progress you’ve made through the years
so your family can create an even better future moving forward.
That’s a legacy you can be proud of.
31. 32
Brand house
32
BRAND
PURPOSE
Help working class families achieve
financial protection from adverse circumstances.
BRAND
POSITIONING
Globe Life provides quality, affordable insurance policies to working families,
giving them the ability to face the unexpected from a position of strength.
BIG IDEAL Democratizing Insurance
TAGLINE Make Tomorrow Better.
BRAND VOICE Straightforward Approachable Confident Comfortable
STAKEHOLDERS Agency Owners Agents Consumers Investment Community
BRAND
ATTRIBUTES Easy Accessible Optimistic Dependable
BUSINESSES Captive AgentsDirect-to-Consumer General Agents
BRAND
NARRATIVE
You wake up every morning with your family on your mind. You fight through rivers of traffic and spend all day, every day, on the job so that they can have a better life than the one you’ve
had. It’s important to you to provide a legacy of strong financial security. Buying insurance seems like it could be a critical piece of building that legacy, but it’s such an intimidating process.
All the different options and the complexity and jargon of the policies can be overwhelming if you’re not used to it. Not to mention, it’s expensive. For the ones who keep America going
everyday, running our factories, keeping us safe, and caring for our families, it feels like insurance companies just don’t have people like you in mind. All working families want is a simple
policy that fits their needs at a reasonable price. It shouldn’t be so hard to find one.
Globe Life understands what you’re going through. We level the playing field in the insurance industry. We know that working families have the same hopes, dreams, and aspirations as
everyone else, but go about achieving them in their own ways. Your insurance should reflect that. We provide insurance solutions centered around the way you live. They’re easy to
understand and priced to accommodate your budget.
By offering quality, affordable insurance policies, Globe Life allows working families to face the unexpected from a position of strength. And having that protection makes all the difference
in the world. If the unforeseen strikes, you don’t have to worry about your bills getting paid or the lights staying on. You won’t have to make tradeoffs on essentials like your children’s
school supplies or the food on your table. Our policies provide a boost to keep you afloat in times of crisis. Knowing you’re protected, you can focus on what’s most important: building on
the progress you’ve made through the years so your family can create an even better future moving forward. That’s a legacy you can be proud of.
1
2 3
REASONS TO
BELIEVE
• Policies are simple, straightforward
• Explained in everyday language
with no jargon
• Policies that anyone can afford
• People available by phone or by
internet chat to answer any
questions 24/7
• For over a century, we’ve been
securing the financial futures of
working class families helping
them to thrive and grow
• High quality coverage you can
count on
• Policies that cover a wide variety
of needs
33. 34
Current state
Corporate brand
Business brands
Step 1
(Year 1-2)
Globe Life | Liberty National
Globe Life | United American
Globe Life | Family Heritage
Globe Life
Globe Life | American Income Life
Globe Life
Step 2
(Year 3-4)
Globe Life
Globe Life
Globe Life | American Income Life
Globe Life
Globe Life
Globe Life
Step 3
(Year 5+)
Globe Life
Globe Life
Globe Life
Globe Life
Globe Life
Globe Life
Transition strategy
36. 37
Key considerations
• The future strategy
for the merged
company
• Brand architecture for
the merged business
• Brand transition plan
• Whether the acquiring
company’s corporate
name should be changed
• Whether the acquired
brand will be retained in
some capacity or not
• Financial impact of
different brand
strategy &
architecture options
• The operational &
cost implications of
changing names
• How the product
portfolios will be
aligned & branded
• How products should
be named
37. 38
Future Vision Brand
Architecture Integration Strategy
What is the future strategy for the
company and what are the
implications for brand architecture?
How similar is the business of the
acquired company to that of the core
business? How much customer cross-
over is there?
What role will the acquired business
play in the future strategy of the
company?
In a post-COVID-19 world, will an
increased desire for trust impact the
equity and value of each brand?
How well is each brand equipped to
ride the tide of future trends?
Is this a one-off transaction, or will
there be more?
How do the brand perceptions and
attributes of the acquired brand and
the corporate masterbrand compare?
How much equity does each brand
have overall? How much value is each
creating?
What are the strengths and
weaknesses of each brand overall, by
business, by audience & by
geography?
How does each brand’s performance
benchmark against competitors?
Where does each have differentiation
and a competitive advantage
What are the implications for
evolution of the corporate brand
positioning & narrative?
Is there a case for changing the
corporate name following the
acquisition(s)?
Which is the best option for the
architecture model? A house of
brands strategy? Migrating the
acquired brand to the corporate
brand? Acquired brand endorsed by
corporate brand?
How are different brand architecture
options likely to impact on revenues,
profits and enterprise value?
What is the downside and upside of
eliminating the acquired brand?
What are the implications for different
parts of the business? E.g. US vs.
international? Different audiences?
Different product / service segments?
How do we bring the product
portfolios together from a brand
perspective?
What organizing principle should we
be using to group our products &
services?
What are the implications for product
rationalization / rebranding? What are
the implications for naming &
nomenclature?
What should the timing be for the
new brand architecture roll-out? Are
any interim stages required?
What are the implications for brand
visual identity?
How should we be talking about the
benefits of the merged business to
investors and analysts, to customers,
to employees of each company?
Questions to tackle
38