clearwire team intro and situation recap team one introductions initial thoughts – key insights...

• Clearwire team intro and situation recap

• Team One introductions

• Initial thoughts – Key insights

• Case histories – Lexus IS and Boost Mobile

• Integrated marketing - Star Team and Brain Trust

• Media – Deeper engagement

• Wrap-up

Agenda:

Brian Sheehan ……………… Chairman, CEO

Chris Graves ……………….. Executive Creative Director

Mark Miller ………………….. Director Strategic Planning

Al Reid ………………………. Director Interactive & RM

Paul Silverman ……………... Director Media Innovations

Jaime Melton ……………….. Management Supervisor

Team One Attendees:

• 303 Employees

• Established in 1987

• Headquartered in Los Angeles, CA

• Field offices:Atlanta, Chicago, New York and Washington, D.C.

Division of Saatchi & Saatchi/Publicis

A consumer-inspired think tank ready to transform your brand.

Media Design

ConsumerResearch

StrategicPlanning

PublicRelations

EventMarketing

InteractiveRelationship

Marketing

How we work

give them what they never dreamed possible.

Don’t just give the client what they want,

Our Work

Initial Thoughts

Brian Sheehan

Chris Graves

Mark Miller

Al Reid

Paul Silverman

Julie Michael

Leadership Team

Account Services

Creative

Interactive

Strategic Planning

Media

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Christie Clough

Star Team

Collateral

Sandra Muraca

Why team one media?

ConsumerBehavior Experts

ConsumerBehavior Experts

InnovationBeyond The Buy

InnovationBeyond The Buy

BuyingExpertise/Negotiation

Clout

BuyingExpertise/Negotiation

Clout

Retail, local market specialists

• Strategic planning & buying in 100+ markets

• Unique, market relevant plans

Negotiation clout

Unique, market relevant plans

• Celebrity Culture

• Beaches

• Traffic

• Style and Fashion

• Fitness

Leverage Los Angeles Lifestyle and Culture

Unique, market relevant plans

• “The City of Trees”

• Idaho State Capital

• Boise State University

• Outdoor Recreation

Leverage Boise Lifestyle and Culture

Innovation beyond the buy

• Challenging existing conventions

• Creatively maximizing investments

• Developing opportunities for heightened engagement and impact

• Sales increased 30% versus prior year• Highest market share gain in category (+14.5%)• Comparatively, category leader BMW lost share (-

6%).

BEFORE AFTER

Transformative rule breaking

Results:

Capitalizing on new media

Extending sponsorships

Product integration

Idea

Point of Sale Face-to-Face

Customer Service

Outdoor

Mail

Event/ Sponsorships

Magazines

Radio

Newsprint

Delivery Fulfillment

Television

Telemarketing Fax

Placement/ Product Sampling

Branded Games

Banner Ads

Full-pageBanners

Branded Mobile Phone

Sites

iTV

Elevator Advertising

Household PDAs

Branded Screens Viral Mail

Mobile Mkt.

PDAs

PVRs

Telematics

Screens on ExerciseBikes

ImageContentScanner

Bar CodeScanner

Branded CDs

Branded WebContent

BrandExperience

Incompletemetrics

Incomparablemetrics

Overloaded customers

A holistic marketing efficiency

and effectiveness tool that

plans and tracks the business

effect of all customer

communications

Understanding consumer behavior

Transformation Grid

• Re-work (Farmer)

• Production costs (Artists, Apprentices, Technicians)

• Creative bottlenecks• Silos• Reports, analysis, and planning time• The Number of Meetings

• Discipline neutral thinking• Integrated creative development (e.g., IS)

• Gathering and sharing consumer insights• Collaboration (internal and with client)

• Non-traditional media opportunities• Creative and account ability to deliver digital

solutions, daily• A winning New Biz culture/positioning

• Getting the assignment wrong/getting the input wrong (focusing on execution over business problem solving)

• Dealer perception of cookie-cutter field plans

Focus: Imagine, sell and produce four groundbreaking ideas that have never been done before, in the next 12 months.

• An interactive group that transforms itselfinto a web-development company

• Quarterly Idea Olympics• A training program for new account hires• “LDA On The Move” Strategy• A better integration process• A unified Print Production and Traffic process• Connections to new media/creative resources

outside of Team One• Contact planning• In-house retouching

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Thank You