PULLING IT ALL TOGETHER The Integrated Campaign

The bull’s-eye of the advertising business.

THREE QUESTIONS  Why is it important?  What constitutes an integrated campaign?  How do we create one?  Why is it important?  What constitutes an integrated campaign?  How do we create one?

An integrated campaign extends a brand idea across multiple media or forms of communication.

1985 print/outdoor/TV/radio/direct mail/PR/trade show tchotchkes

 2010 plus interactive and digital media, buzz marketing, ambient/guerilla events, viral, interactive TV, mobile apps, blogs, coffee cup sleeves, bar mats, magazine bellybands, banners, in- cinema, product placement, posters, CD cases, point of purchase displays, live events, every consumer touchpoint, company publications, annual reports, employee handbooks, etc.

A small idea CAN’T POSSIBLY ENERGIZE THIS ENORMOUS MEDIA SPECTRUM.

A BIG IDEA THAT’S BRANDED THAT’S BRANDED

Before executing an integrated campaign, you need a branded advertising idea.

Branded advertising creates a strong association between an idea, symbol, object, emotion, icon, attitude or perception and a particular product or company.

Successfully branded advertising uses BRAND CUES to connect the advertiser to the message

 images and icons, logos, labels  “created” characters  spokespeople  signature music, filmic styles, voiceovers  taglines, brand name, product  colors  attitude, point-of-view  images and icons, logos, labels  “created” characters  spokespeople  signature music, filmic styles, voiceovers  taglines, brand name, product  colors  attitude, point-of-view

You might think branding the adv is the creative dept’s job, not the strategist’s. You’d be wrong

In many ways, the strategist provides the raw materials for the branding of the advertising  sifting through the brand’s history and iconography  establishing its point-of-view, its voice  defining the world(s) it will live in  Its signature images, settings, moments  sifting through the brand’s history and iconography  establishing its point-of-view, its voice  defining the world(s) it will live in  Its signature images, settings, moments

Creating an integrated advertising campaign is a team sport.  Acct mgt/planning curate strategic integration  Creative dept. curates creative integration  Acct mgt/planning curate strategic integration  Creative dept. curates creative integration

Half-a-Virgin Cola  you’ve got a big idea  you’ve created some branded advertising based on it  which media options do you employ in this integrated campaign?  you’ve got a big idea  you’ve created some branded advertising based on it  which media options do you employ in this integrated campaign?

THINK LIKE A MERCHANT

Merchants were the first advertisers.  promoting their storefronts: sold hats, shoes, hardware…butchers, bakers, candlestick makers.  intensely local - their market was on foot and nearby.  created the first logos: dentist/tooth, blacksmith/horseshoe, bars/beer mug.  promoting their storefronts: sold hats, shoes, hardware…butchers, bakers, candlestick makers.  intensely local - their market was on foot and nearby.  created the first logos: dentist/tooth, blacksmith/horseshoe, bars/beer mug.

A “ Merchant Mentality ” is a mind-set absolutely obsessed with the customer. wants and needs aspirations buying habits, the transaction levels of satisfaction, loyalty wants and needs aspirations buying habits, the transaction levels of satisfaction, loyalty

Sam Walton RH Macy Tom Carvel Howard Schultz, Starbucks Steve Jobs, Apple Sam Walton RH Macy Tom Carvel Howard Schultz, Starbucks Steve Jobs, Apple

CONSIDER THE TRANSACTION  The who, where, when, and why of the actual sale  consider the product in use  The who, where, when, and why of the actual sale  consider the product in use