ff ivan pollard sept 2010

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The efficient development of integrated strategies and plans in periods of economic

deceleration to deliver incremental bottom line contribution through marketing communications

and the subsequent implications for the providers of marketing services

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Theoretical ModelsFiscal Accountability

Competitive ContextModeling the Mid-TermStrategies for Growth

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• But you didn’t come to hear this.

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soccerball park sex body wash1066

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defining the

PROBLEMand identifyingthe opportunity

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEADELIVERY

creative articulations ofthe communications idea

in specific channels

uncovering andarticulating

INSIGHTSTRATEGY

defining the priciples ofwhat, when, where & how

MEASURINGand attributing effects

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEASTRATEGY

defining the priciples ofwhat, when, where & how

uncovering andarticulating

INSIGHTdefining the

PROBLEMand identifyingthe opportunity

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defining the

PROBLEMand identifyingthe opportunity

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEASTRATEGY

defining the priciples ofwhat, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEASTRATEGY

defining the priciples ofwhat, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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defining the

PROBLEMand identifyingthe opportunity

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEASTRATEGY

defining the priciples ofwhat, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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uncovering andarticulating

INSIGHT

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“... look at everything everyone else has looked at, see something

they did not see, then do something useful with it.”

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corporate ambition

competitive context

brand truth

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Customer Journeys

“The stages through which the customer passes (in thought and action) on the way towards and beyond making a purchase” – John Grant, The New Brand Manifesto, 2007

Customer Journeys vary from one market – and one individual – to another in terms of time and depth at each stage but the stages themselves are approximately the same.

However, virtually no Customer Journey is linear. People move discontinuously backwards and forwards through stages and often occupy two or three at the same time.

Awareness Prompted

Interest Consideration Involvement Next

Purchase Advocacy Usage Purchase

Research

Process

idea

Buying again

Using

Buying

Deciding

Considering

Prompted

interest

Noticing

Involvement

Recomm-

ending

Advocacy

Interaction

Awareness

Affinity

Purchase

Roles for

Communication

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Awareness Prompted

Interest Consideration Involvement Next

Purchase Advocacy Usage Purchase

Research

Process

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Awareness Prompted

Interest Consideration Involvement Next

Purchase Advocacy Usage Purchase

Research

Process

Cyber-shot customer journey:

I want to get the

next Cyber-shot

Cyber-shot is cool and is

leading edge in terms of

quality & design

Whatever I am looking for, I

should check out Cyber-shot

Cyber-shot consistently

delivers sharpness and

detail like no other

I am delighted with the

camera – fun, easy and

brilliant quality

Wow, Sony is doing

something different

with digital cameras

Cyber-shot seems to stand

for what I want – I will

check out their models

I made the sound choice

with Cyber-shot & it is good

value for money

I want reasons to show

off my Sony Cyber-shot

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEASTRATEGY

defining the priciples ofwhat, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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uncovering andarticulating

INSIGHT

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEA

STRATEGYdefining the priciples of

what, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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STRATEGYdefining the priciples of

what, when, where & how

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Stanley Holloway

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I’ll tell of the Battle of HastingsAs happened in days long gone by

When Duke William became King of EnglandAnd Harold got shot in the eye

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It were this way one day in OctoberThe Duke, who were always a toff,Having no wars on at that moment

Had given his lads a day off

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They’d all taken boats to go fishingWhen some chap in The Conqueror’s earSaid “Let’s go put breeze up the Saxons”

Said Bill, “By Gum, good idea!”

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So turning around to his soldiersHe lifted his big Norman voice

Shouting, “Hands up who’s coming to England”Which were swank ‘cos they hadn’t no choice

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They set off around about teatimeThe sea were so calm and so still

And at quarter to ten the next morningThey arrived at a place called Bexhill

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King Harold came up as they landed,His face full of venom and hate,

And said, “If you’ve come for regatta,You got here just six weeks too late.”

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At this William rose cool but haughtyAnd said, “Give us none of your cheek.

You’d best have your throne reupholstered,I’ll be wanting to use it next week.”

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When Harold heard this here defianceWith rage he turned purple and blue

And shouted some rude words in SaxonTo which William replied, “Same to you.”

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T’were a beautiful day for a battleThe Normans set to with a will

And when both sides were duly assembledThey tossed for the top of the hill

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King Harold, he won the advantageAnd on hilltop he took up his stand

With his knaves and his cads all around himOn his horse, with his hawk in his hand.

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The Normans had nowt in their favourTheir chance of a victory seemed small

The slope of the field were against themAnd the wind in their faces and all

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The kick off were sharp at two-thirtyAnd as soon as the whistle had went

Both sides started banging each other Till swineherds could here them in Kent

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The Saxons had best line of forwardsWell armed with both buckler and swordBut the Normans had best combinationAnd come half-time, neither had scored

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So The Duke called his cohorts togetherAnd said, “Let’s pretend that we’re beat.When we get Saxons down on the level,

We’ll cut off their means of retreat.”

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So they ran and the Saxons ran afterJust exactly as William had plannedLeaving Harold alone on the hilltop

On his horse with his hawk in his hand

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When The Conqueror saw what had happenedA bow and an arrow he drew.

He went right up to Harold and shot him.He were offside but what could they do.

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The Normans turned round in a furyAnd gave back both parry and thrust

Till the fighting were over bar shoutingAnd you couldn’t see Saxons for dust

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And after the battle were overThey found Harold, so stately and grand

Sitting there with an eyeful of arrowOn his horse with his hawk in his hand

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEASTRATEGY

defining the priciples ofwhat, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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STRATEGYdefining the priciples of

what, when, where & how

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channelsinventing or creatingthe communications

IDEA

STRATEGYdefining the priciples of

what, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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inventing or creatingthe communications

IDEA

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Mae West

To be big is good.To be good is better.To be both is best.

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big idea in(e)volving story

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEASTRATEGY

defining the priciples ofwhat, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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inventing or creatingthe communications

IDEA

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEASTRATEGY

defining the priciples ofwhat, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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EXPRESSIONthe communicationsidea as it will appear

in the selected channels

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WHAT

HOW

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WH

HAT

OW

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEASTRATEGY

defining the priciples ofwhat, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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EXPRESSIONthe communicationsidea as it will appear

in the selected channels

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEASTRATEGY

defining the priciples ofwhat, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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DELIVERYcreative articulations of

the communications ideain specific channels

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whoare you trying to do it to

whenare you most likely to be able to do it

wherewill it have the most effect

howare you going to do it so they remember it

how muchis it going to cost you

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Website & Social Media

Advertising

Events

Celebrity PR

Gaming

Product & Packaging

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEASTRATEGY

defining the priciples ofwhat, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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DELIVERYcreative articulations of

the communications ideain specific channels

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEASTRATEGY

defining the priciples ofwhat, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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MEASURINGand attributing effects

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MEASURINGand attributing effects

DELIVERYcreative articulations of

the communications ideain specific channels

EXPRESSIONthe communicationsidea as it will appear

in the selected channels

inventing or creatingthe communications

IDEASTRATEGY

defining the priciples ofwhat, when, where & how

uncovering andarticulating

INSIGHT

defining the

PROBLEMand identifyingthe opportunity

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MEASURINGand attributing effects

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