THE WORLD OF ADVERTISING Presented by : Rozz Algar – Group Marketing Director

WHY DO BUSINESSES NEED MARKETING? INCREASE SALES OF PRODUCTS RAISE BRAND AWARENESS STAND OUT FROM THE CROWD BEAT THE COMPETITION

WHERE DO WE SEE BRANDS LOGOS TV PRESS RADIO MAGAZINES PACKAGING POINT OF SALE EXHIBITIONS & EVENTS STAFF CONFERENCES PR SHOP FRONTS / WINDOWS POSTERS PROMOTIONS DIRECT MAIL WEBSITES E-MARKETING SPONSORSHIP WORD OF MOUTH

WHAT DOES AN ADVERTISING AGENCY DO? WORKS WITH THE CLIENT TO DEVELOP BRAND COMMUNICATION & STRATEGY UNDERSTANDS THE MARKET AND THE TARGET AUDIENCE DESIGN AND PRODUCE MARKETING COLLATERAL

THE ADVERTISING PROCESS RESEARCH THE TARGET AUDIENCE DEVELOP THE STRATEGIC PLATFORM DEVELOP THE ‘IDEA’ PLAN AND NEGOTIATE MEDIA PROGRAMMES PRODUCE THE MARKETING COLLATERAL (POSTER, PRESS, TV, WEBSITE, DM)

WHY IS RESEARCH SO IMPORTANT? HELPS YOU TO KNOW THE: WHO HOW WHAT

DEVELOP A STRATEGIC PLATFORM VISION DAYS BRAND MANIFESTOS UNDERSTANDING THAT EXTRA IS NOT ABOUT BREATH FRESHENING, IT’S ABOUT SOCIAL CONFIDENCE TOOK THE BRAND FROM £45M TO £162M

DEVELOP BUSINESS IDEAS; NOT COMMUNICATIONS IDEAS BIG A STRUCTURE AND CULTURE DESIGNED TO GENERATE BIG, BUSINESS-BUILDING IDEAS. STRETCHY CHANNEL NEUTRAL IDEAS THAT LAST. COMMERCIAL GEARED AROUND RESULTS. ‘PAIN RELIEF WITHOUT PILLS’ AND ‘BAZUKA THAT VERRUCA’ HAVE STOOD THE TEST OF TIME AND STILL DELIVER.

DEVELOPING CONCEPTS BRAINSTORMING IDEAS IDEAS CAN COME FROM A WORD, AN IMAGE OR AN IDEA CHECKING IT MATCHES THE CLIENTS BRIEF AND THE TARGET AUDIENCE CHECK IT’S NEW, ORIGINAL AND HAS STANDOUT

SOLUTIONS THAT MEET THEIR NEEDS UNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS 100% FOCUSSED ON THEIR SUCCESS 80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS. EMPLOYER BRAND PERSONAL DEVELOPMENT MANAGEMENT DEVELOPMENT ORGANISATIONAL DEVELOPMENT & HR STRATEGY E-LEARNING

SOLUTIONS TO MEET THEIR NEEDS 80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS. ADVERTISING CORPORATE COMMUNICATION DIRECT MARKETING PACKAGING TV PRODUCTION PRINT UNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS 100% FOCUSSED ON YOUR SUCCESS

SELECT THE RIGHT CHANEL UNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS 100% FOCUSSED ON THEIR SUCCESS 80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS. CONFERENCING EXHIBITION RETAIL DESIGN AND PROMOTION EXPERIENTIAL SALES PROMOTION

SOLUTIONS THAT MEET THEIR NEEDS UNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS 100% FOCUSSED ON THEIR SUCCESS 80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS. DATABASE MANAGEMENT MOBILE MARKETING VIRAL & ENEWSLETTERS WEBSITE DEVELOPMENT SEARCH/PPC ONLINE MARKETING

SOLUTIONS THAT MEET THEIR NEEDS UNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS 100% FOCUSSED ON THEIR SUCCESS 80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS. MEDIA RELATIONS INFLUENCER RELATIONS CRISIS PLANNING & MANAGEMENT PROMOTIONS & EVENTS SPONSORSHIP

PLANNING THE MEDIA CHOOSE RIGHT MEDIA FOR TARGET AUDIENCE CHOOSE RIGHT TIME –DAY, WEEK, MONTH OR SEASON MAXIMISE THE BUDGET

STRENGTH BUILT ON SUCCESS ONLY TOP 20 UK AGENCY OUTSIDE LONDON 350 COLLEAGUES £50 MILLION TURNOVER 30 YEARS OF GROWTH OUR PEOPLE ARE 2 TIMES MORE LIKELY TO STAY WITH US THAN THE INDUSTRY AVERAGE AND OUR CLIENTS STAY WITH US 4 TIMES LONGER THAN OTHER AGENCIES’ CLIENTS CARBON NEUTRAL

CAREERS IN MARKETING MARKETING DEPARTMENTS WITHIN BUSINESSES ADVERTISING AGENCIES SALES PROMOTION/ EXPERIENTIAL AGENCIES INTEGRATED AGENCIES EVENTS ORGANISERS PRINTERS TV PRODUCTION & EDITING

Careers in Agencies CLIENT SERVICES STRATEGIC PLANNING MEDIA PLANNING ART DIRECTION COPY WRITING WEB PROGRAMMERS & DESIGNERS HR & ADMIN FINANCE

IN MARKETING YOU CAN FLY!