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The role of corporate advertising in building reputation

The role of corporate advertising in building reputation . Serge Giacomo Head of Corporate Identity Shell International London, 9 October 2009. Business depends on stakeholder views. The success of business decisions turns largely on how stakeholders respond.

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The role of corporate advertising in building reputation

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  1. The role of corporate advertising in building reputation Serge GiacomoHead of Corporate IdentityShell International London, 9 October 2009

  2. Business depends on stakeholder views The success of business decisions turns largely on how stakeholders respond Will staff deliver our objectives and plans? Biases Hopes Perceptions Fears Self-interest Will communities accept our presence? Will customers buy our products and services? Effective relationships Will investors value our strategy? Will Governments allow our projects? • Effective relationships create value • Good communications leverages trust – gaining recognition and differentiation from our peers.

  3. Customers, business partners Delivery, responsive, professional Academics Recruits Employees Stability, participation, rewards Cooperation career openings NGOs - Non Governmental Organizations Media Stories, reality check Responsibility, sustainability Responsive dependable jobs Transparency Predictable growth Analysts Investors Shareholders Governments Regulators Communities Stakeholders and their expectations

  4. Prioritizing our Corporate Special Publics Groups of external stakeholders whose opinions, economic and/or political decisions have a potential significant impact on Shell’s business performance and/or reputation: Governments, Policy makers NOCs/IOCs Business decision-makers NGOs/IGOs Academics Media Information brokers / Next generation SPs

  5. Engaging with Special Publics globally and in key markets The Special Publics Engagement Programme (SPEP) is a core element of Shell’s external communications, with a clear focus on creative and proactive communication, involving PR, advertising and sponsorships. This activity generates opportunities for direct and face-to-face engagement opportunities with Shell’s Special Publics

  6. From forecourt to face-to-face Loyalty Awareness Favourability Forecourts + PR Display Advertising TV Digital Outdoor Coverage Website Sponsorships Social Media Partnerships Loyalty Scheme Viral Seeding - High control Low/No control Owned Media Bought Media Earned Media

  7. Role of advertising: pave the way to engagement • Always-n strategy. Continued presence in international mediaand in key markets • Serves to keep “the company’s flag flying” in a relevant opinion setting

  8. REVIEW REVIEW Example - implementation ‘PERMANENT’, HIGH IMPACT, BOLD OUTDOOR ALONG CORRIDORS OF POWER LONG TERM STRATEGIC MEDIA PARTNERSHIPS (OFFLINE & ONLINE) NEF PRESS & DIGITAL DISPLAY ONLINE FILM STRATEGIC Owned Channels DIGITAL DISPLAY WEBCHAT DIGITAL DISPLAY NEF DIGITAL DISPLAY NEF NEF PPs rest of Shell.com PPs rest of Shell.com Search Bought Channels WEBHAT ONLINE FILM WEBCHAT ONLINE FILM COPENHAGEN EVENT MEDIA PARTNERSHIPS PRINT DISPLAY DIGITAL DISPLAY Earned Exposure HONE BLOG Search Search N.B. Additional bought media may be required in response to unpredictable occurrences DIGITAL DISPLAY DIGITAL DISPLAY DIGITAL DISPLAY TACTICAL OWNED MEDIA PLATFORM AUG SEP OCT NOV DEC

  9. The SPEP as an integrated programme Global Key markets • Adapt and use global materials in local media -Create opportunities to reach out to local SPs by using the global tools -Optimize participation in projects bringing in local perspective Paving the way for engagement through advertising, sponsorships and other creative tools • Implement Energy Dialogues -Invite local SPs to join web chats, create follow-up engagement opportunities Creating and optimizing engagement opportunities • Bring local SPs to participate in global events taking place in country-Use global partnerships as template for development of local/national similar ones

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