Objective Explore the creative service process using Stage Gate Explore the creative service process using Stage Gate Optimize procedures within Agency in order to achieve more relevant content generation Optimize procedures within Agency in order to achieve more relevant content generation

Agenda Mission, goals and definitions Mission, goals and definitions Challenges and Success factors Challenges and Success factors Questions from the outset Questions from the outset Principles of Information Gathering Principles of Information Gathering Stage Gate Process Stage Gate Process

Mission To enhance the creative partnership between agencies and clients in the area of integrated marketing and communications

What is meant by… Agency: A fully integrated service organization that contracts with businesses to manage their marketing needs such as design, Marketing and technology. Marketing campaign: go-to-market strategy the client and agency undertake to achieve awareness of a product or service

Questions from the Outset What does the campaign want to What does the campaign want to achieve Why are we choosing a specific route to reach our objective Why are we choosing a specific route to reach our objective How does this method lead us to accomplishing the objective How does this method lead us to accomplishing the objective When will this campaign take please When will this campaign take please Where will the campaign/Plan take place Where will the campaign/Plan take place

Agency Challenges in the Creative Process Many Agencies are all things to all people Spend time planning but deliver poorly on execution Discovery phase either science or art. Little have right balance Past similar campaigns lead to inappropriate comparisons Little Homework about context Moving from Stages too fast Subjective data utilization No cross functional team Little integration between department on a procedural level Lack of understanding of merits of new media, “is like former media, only online. Aim of agency is to ‘milk the cow’, not produce best practice

Success Factor to Campaign Planning and Execution Avoid Me/too Product by not relying too much on what has been done Relevant customer messaging Strong customer orientation through advanced digital techniques Senior management Involvement throughout Stage/Gate Flawless execution Well defined message-to- product techniques continuous Intelligence gathering internal/external stages of campaign Media has no borders, content relevant to international audience Leverage core competencies from and build on them throughout campaign Funnel process with, speed, accuracy, completeness, consistency Appropriate, cross functional teams at play with strict GO/Kill filter points

Successful Outcome competitive advantage competitive advantageIdeas Outstanding and relevant ideas ideas Quality of Execution Customer voice Market intelligence Overriding Principles of Information Gathering Focus, Prioritize Discovery, What has worked In the past

Stage Gate Process

Brief Specs Plan execution And evaluation Feasibility Scoping The B-case Externals Gate Measurement matrix Of Evaluations Gate Ideation and discovery in campaign possibilities Go/Kill test in line with business case, budget, objectives Begin implementing cross departmental strategy supporting B-case Cross departmental strategy, assembly material and external coordination with 3 rd Parties Sound barrier Texturized launch, print, broadcast and radio Funneling Ideas Go/Kill Internal Go/Kill External

MediaMessageContext Technical focus Vertical Focus Audience and Geo Location Campaign Print, Broadcast etc..What are we sayingContext we are in Conceptual Framework

Stage 1-2 Brief Specs and Feasibility Silo Approach Information Gathering Integrated Intelligence Gathering Brainstorming/Ideation Internet Search Focus/ Groups h Library Search Concept Test User Test Market Opporunity Searches Concept Testing Market Opportunity Brainstorming Team Team Manager Cross Functional Project Manager Management Debrief Set against guidelines Strategic Alignment

Gate 1 Would the ideas at stake fit the client’s needs Would the ideas at stake fit the client’s needs Would you have the resources required to undertake this venture Would you have the resources required to undertake this venture Would the proposed ideas differentiate from what is currently in the market Would the proposed ideas differentiate from what is currently in the market Would current market trends and intelligence suggest this type of take is appropriate Would current market trends and intelligence suggest this type of take is appropriate Would Alphas and Beta show good prospects Would Alphas and Beta show good prospects No MUST Criteria No MUST Criteria Sound barrier Go/Kill Internal Would Stage

The Relevant Business case The Business case Collage Stage 3: B-Case Media Relations PR Marketing Finance Operations Production Direct Marcom Promotion Make it Happen Account Management

Stage 3: Business Case Synthesized concept and business approach Coherent marketing and consumer relation Implementation of Value-add idea Realistic cost analysis Clear Business definition of campaign benefits, attributes Marketing Plan mirroring the Business plan Working backwards to fit existing assets into a Business Case. Arbitrary set of criteria which the board look at for evaluating B-case Because of Collage system, each silo department is off message. No clear vision of financials Incoherent business and Marketing plan Critical Stage

B-Case B-Case Do we move from a Business college to a thorough proposition Do we effectively gather all analysis and decide if the product addresses consumer needs We think, we want but DO are the ideas Competitive and Attractive Do we have feasible technical and financial feasibility. Do we have a unique proposition to our key audiences Do we have a viable campaign execution potential Do we have any legal variables which must be taken into consideration (Brand specs)- limiting Do we have enough customer feedback of likelihood of success Do we have all spheres of the campaign in sync if moving forward Do the ideas put forth add to the bottom-line Must Meet criteria DOES the campaign have a long term sustainable competitive advantage Does the campaign yield an. immediate increase in sales. Sound barrier Go/Kill Internal Does Stage

Stage 4 Externalize Go-to-market Bookings Promotions Online Radio Broadcast Print Go-to-market Bookings Promotions Online Radio Broadcast Print

Externalize Parallel and integrated marketing operations Extend working model to engage with Third parties Work on harmonizing Alpha and Beta and in house tests with External entities such as TV station, Radio etc.. Intelligence gathering from external entities before launch (market attractiveness, definitions etc.) Financial realities kick in and adjustments Integrate launch plans Booking all the media space Is the targeted media briefed on Dates/Times Account teams up to speed on all steps of externalization process Gathering preliminary findings of market response though Third

Gate 1 Must Meet criteria to move on to Execution Does the plan properly integrated all medium (with 3 rd parties) Have the spots been produced according to brand standings Are all Betas signed off by all concerned departments Is the developed campaign consistent with original definitions Sound barrier Go/Kill External

Stage 5: Plan Execution and Launch Coherently acting out the overall marketing plan Acting out all planned activities internally as well as externally Run final details and amendments by client Market monitoring till the days of launch Irrelevant Gate 4, 3, 2, 1, All floodgates open door to full launch campaign and Implementation of marketing launch plan ‘The rabbit is out of the hat’

Stage 6 and Post launch review Review costs Review costs Review profits Review profits Review strengths Review strengths Review weaknesses Review weaknesses Review what learned Review what learned

Thank You