1. International Plekhanov Conference Research of Successful Communications Planning; Team Restructuring

2. Successful Communications Saying the right things to the right people in the right place at the right time; So far, so simple…

3. The Communication Challenge Increasing media supply and dramatic changes in the use of technology; The game has changed; On one hand it gets tougher and more expensive to reach audiences, on the other hand – there is much more scope for imagination

4. How to meet the Challenge Different teams; Different ways of working; Different ways of researching Thus, working process has to embrace multidisciplinary teams in the generation and execution of ideas

5. Who should be in a team All those who have an influence on how a brand is experienced in any medium E.g.: Media Planner, Media Buyer, Research, Creative Agency, Customer Services, Event Managers, PR Managers…

6. Collaborative Process The team will meet at the key points in the planning cycle: The planning cycle: 1. The brand challenge; 2. The key consumer insight; 3. The organizing idea; 4. How this idea will be executed into different channels; 5. How the team and campaign will be evaluated

7. The importance of collaboration Combination of science of media and art of media; The balance has to be just right; How? If you get the right people together Nothing beats teamwork between people with different skills and enjoyment of the whole messy reality of how campaigns are born!

8. Thus, we have A team; An agreement to collaborate; And a road map of the key stages in the planning cycle Now agree “a collaborative contract for team behaviour” before getting started

9. Tool – bind a team together with a short clear “team contract” Write down roles and responsibilities; Who will lead each part of the process and who will be consulted; Explicitly recognize each individuals expertise; Define what is good and bad team behaviour; Return to this team contract at the end and evaluate each other

10. Do not divide up budgets before you have decided what to do… here’s the old way Set and divide budget PR Ad strategy and brief DM ideas DM targeting strategy Ad Idea Digital Media Advertising Evaluation Track Separately CAMPAIGNCAMPAIGN PR Ideas Media Plans

11. Here is a collaborative process Team reviews Brand Optimization of agreed media mix Evaluation including Modeling Tracking Sales Return on Investment C A M P AI G N Development of media neutral big idea Lay down of final media plan Development of media specific creative Media Buying Pre-testing of campaign mix

12. Planning Cycle: Challenge Evaluate ExecuteIdea Insight 1.The brand challenge; 2.The key consumer insight; 3. The organizing idea; 4. How this idea will be executed into different channels; 5. How the team and campaign will be evaluated

13. The Brand Challenge Focuses the whole team on what a brand has to achieve and their role in achieving it; What are the barriers that brand has to overcome? Research activation into “insights” – conclusions, truths and observations that help to make decisions

14. The Brand Challenge We look at the brand from different angels:  Marketing tasks;  Consumer experiences;  Competitor strategy;  Brand values; We analyze the research; We capture and agree the Challenge; What are the measures of success?

15. Consumers Consumers are not targets to be hit; Start with the consumer, not the media; Keep asking “How do my consumers choose and buy?”; Walk a mile in their shoes: how do they experience the category and the media?; Figure out not just who the consumer is, but where, when and how to connect with the consumer

16. Consumer insights illuminate WHY consumers behave as they do rather than simply WHAT; They isolate the fundamental motivations; Insights are useful since they help to generate ideas and solutions to the brand challenge Consumer Insight

17. Keep asking WHY before you get to the insight Case: “Axe and Young Men”: Behaviour – Young men (teens) wear Axe spray on their bodies before they go out for the evening. Why – so they won’t smell if they get sweaty; Why sweaty – it’s hot in pubs and clubs if you are dancing or you are nervous; Why nervous – because the mating game can be both exiting and nerve wracking Why – insecurity, fear of failure and rejection… Why – because boys talk big, but few are really good at it Insight: Need for the self confidence and being successful with women is “the high moment” that makes it all worthwhile

18. Why organizing ideas? Multimedia activities need to have a “creative glue” to hold them together; Communications campaigns are made by multidisciplinary teams, which need a focus; Communication activities, which are linked together by an idea are better “associated” in the minds of consumers

19. Types of organizing ideas Brand philosophy ideas;  Orange: “The future is bright, the future is orange!” Brand identity ideas;  O2: Visual look, tone and feel Campaign theme ideas;  Toyota – the pride idea Brand and advertising symbols  Trigger for recognition in any medium

20. Execution into relevant channels We need to use media and channels in a way that is:  Efficient;  Effective;  Different from competition;  Brings our Ideas alive

21. Why designing of evaluation up front matters? Transparent evaluation criteria provides focus to multidisciplinary teams; What gets measured – gets done!

22. The best results come from Working in collaboration; Working in a cycle of continuous learning and improvement; Clear definition of a brand challenge; Identifying key consumer motivations; Generating an organizing idea; Executing the idea into relevant channels; Evaluation Challeng e Evaluate ExecuteIdea Insight