1 / 67

Integrated Marketing Communication Agencies

Integrated Marketing Communication Agencies. How would you define their role?. Brand Consultancy. Communication plays a large part in the formation of a brand The dress The voice/tone The friends (associates, vehicles) The message The volume (the need to be heard). Brand Managers.

aurelia-evans
Download Presentation

Integrated Marketing Communication Agencies

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Integrated Marketing Communication Agencies How would you define their role?

  2. Brand Consultancy

  3. Communication plays a large part in the formation of a brand • The dress • The voice/tone • The friends (associates, vehicles) • The message • The volume (the need to be heard)

  4. Brand Managers Preoccupied poor things!! Sales figures, HR, Distribution, Short term objectives, motivation and ahhh … yes of course, the brand.

  5. Need a specialist to manage the brand image The solution.. … outsource. To Agencies that specialize in communication.

  6. As discussed .. Agencies are becoming one stop shops.

  7. Agency Structures

  8. The 360° Communication Experience The Specialists Media Mass Media Direct Marketing One - to - One Rural Communication Emerging Media Interactive Consumer Events Promotions Design and Corporate Identity Packaging & Merchandising Financial Advertising Public Relations PR+Events

  9. Delving further Agency structure

  10. Creative Media Studio Account Management Client Specialised Divisions Films Accounts Traditional Structure Account Planning

  11. The Client

  12. The Client • Management backgrounds • Demanding • Do not understand advertising (OK OK Not All!!) • ‘The solution to all problems – Advertising’ • Time conscious as well as money conscious • Key in client agency relationship • Motivating factor – ‘Good work depends on culture fostered’

  13. A Closer Look • Holistic view/perspective • Manufacturing process, systems, etc • Helps the agency understand the culture • Product, Price Place & promotion • Holds the purse strings • FINAL CALL ON ALL COMMUNICATION • Competitive Environment • Understands the environment • Marketing and/or communication problem definition and proposition • Consumer studies with the agency

  14. Clients Role Vision and Decision.

  15. Brand/Account Management

  16. Account Management • Central function (brand custodian) • Management backgrounds - business managers • The clients representative in the agency • The agencies representative at the clients end • Motivators • Interpreter/Evaluator (all perspectives) • Ideas People • Planner • Time manager

  17. A Closer Look • Service Provider • Clients needs • Satisfaction levels • Business man • Finance/accounts • Time Keeper • Creative Evaluator • Best possible creative solution for the client • Long Term Evaluation from a brand perspective

  18. Account Management Brand Custodians

  19. Account Planners

  20. The Account Planner • Consumer Man • Amateur Psychologist • Research King • Briefing Expert • Modules, Graphs, Charts • Talks about trivialities like he is Archimedes

  21. A Closer Look • Consumer Understanding though ‘Research’ • Design • Attend • Interpret • Sometimes conduct • Brief Development • Paints the relevant picture • Long Term perspective

  22. Account Planner Consumer Insights Man

  23. Creative

  24. Creative • Core to the business • Developer of communication • Ideas people • Thinkers • Worldly • Lazy dogs • Moody • Don’t know the meaning of time • Shabby dressers

  25. A Closer Look • Giver of life • Shape and Size • Break-through ideas • Two streams – Copy and Art • Presentation of Ideas • Into the consumers head

  26. Creative Divergent Innovative Thinkers

  27. Media Boys

  28. Media Planners/Buyers/Ops • Specialised function • Number crunchers • Thinkers/evaluators • Unbiased • Media relations • Free party goers

  29. A Closer Look • Evaluation of mainline media vehicles – TV , Press, Cinema • Circulation • Readership • Rating Points • Target Audience Reach • Demographics – Age, Income, Gender • Psychographics • Operations • Buying • Physical wheeling and dealing • Creativity in Media Planning

  30. Media Planners Targeting Experts

  31. A Quick Zoom Out Macro View

  32. In times of simplicity • Press- main medium • Govt. control = no choice • DD only TV channel • Media planning non existent • Our expectations from entertainment lower • Enjoyed Hum Log, Buniyaad • Mahabharata • Startrek, Different strokes

  33. Boom !!! Liberalization

  34. The days of plenty • MTV, Channel V, Discovery • Host of private and regional channels • Programming boom • War for eyeballs • Primetime battle • Niche channels - Movies, Sports, News • More advertising opportunity

  35. The Main Gainer Television

  36. The Ad world forced to change and grapple with this new environment.

  37. The effects … • Media planning • TAM, TGI • Segmentation • Dependence on packages grew - IRS,NRS • Drew in educated specialists • Account Management • Had to keep pace • Started to take a back seat on media issues • Think audio visual

  38. The effects… • Creative • Had to hone their skills to suit new medium • Film makers grew in strength and business • Industry Operation • Specialized creative hot shops • Media planners - direct client handling • The entry of media houses - Mindshare, Starcom, Zenith media, Fulcrum • Consolidation of moneys to leverage buying

  39. Overview • O & M, JWT, Contract and Equus represented by MindShare • Enterprise Nexus and Lowe represented by Initiative Media • Leo Burnett, Ambience represented by Starcom • Bates and Saatchi & Saatchi represented by Zenith Media

  40. Noise levels high TV, Print, Outdoor, Radio, Cinema, Internet

  41. Need to make our brand presence felt despite the environment

  42. Bringing us to the core of the business Creativity

  43. You cannot just sit up one day and ask to be creative. Can you ? Factors

  44. Ingredients • Funky thinkers / ideas people • Motivators that ‘push the envelope’ • Agency culture • Free • Fun • Client agency relationship • Fearless • Mutual respect • Coming together

  45. A Case In Point

  46. Fevicol Case Study A landmark in Indian Advertising

  47. Background – Relationship • A long history together – 30 years+ • Healthy relationships across all levels • Creative involvement • Mutual Respect and trust • Working as one • ‘Pushing the envelope at both ends’

  48. Background – Brand • Historically, adhesives made from animal fat, colloquially known as Saresh • Predominantly a commodity market • Fevicol - the first synthetic adhesive, launched in 1960 • Low user involvement and non-existent brand preference • Communication built up in phases

  49. The Task • Where we started at • Adhesive a low involvement product • The end user indifferent to adhesives , because its usage is hardly noticeable to him • The prime target-the carpenter - primarily an illiterate person with a predisposition towards commodity products • Where we wanted to be • Increase involvement in the product • Highten its visibility to the end user • Upgrade the carpenter from commodity to brands

  50. Pidilite decided to move first through advertising.

More Related