an introduction to

THE COMMUNICATIONS AGENCY THAT DOES

CREATIVE ADVERTISING BRAND & COMMUNICATION STRATEGY

WHAT YOU GET WITH US

We are a newly formed agency that provides a professional and bespoke apprach to the success of individual projects and their results

We work with you to define the most effective way to achieve your desired short term and long term business goals

We then deliver Advertising that works

SIMPLE, SURPRISING SOLUTIONS THAT WORK

WE SPECIALIZE IN

•TV ads•Radio ads•Print ads•Internet campaigns•Adaptations

•Brand Strategy•Communication Strategy•Insight Mining•Consumer Reports

WHO WILL YOU WORK WITH?

Experienced industry professionals who provide an expert and collaborative approach to solving business tasks

THE PEOPLE

John Mark FitzpatrickClient Service Director

Victor SokolovCreative Director

Masha FilonovaStrategic Planning Director

John Mark FitzpatrickAGENCIES: BBDO Moscow

BRANDS:Procter & Gamble

– Gillette shaving systems and shave care categories– P&G corporate communications– Multi-brand communication initiatives (Wella, Head & Shoulders, Pantene, Herbal

Essences)

McDonald’sCSKA Football clubMoleskine

Victor SokolovAGENCIES: BBDO Moscow, Lowe Adventa, TBWA

BRANDS:Wrigley

– Orbit brand portfolio– Hubba-Bubba– Juicy Fruit

McDonald’s Beeline MercedesPepsiCalve

Masha FilonovaAGENCIES: BBDO Moscow, BBDO Branding, Starcom MediaVest Group Russia

BRANDS:Procter & Gamble (Gillette shaving systems and shave care categories)Nike

McDonald’s Unilever (Ice-cream business in Russia)

PeptidBio (Pharma industry goods)

Azbuka Vkusa (Premium supermarket)Mars ( Gourmania ready-to-heat soups)Coca-ColaMTS

Client Services• Account Management from start to finish

– A point of contact to consult, advise and answer any questions– A person to manage and maximize your desired budget– Agreement drafting and Invoicing

• Regular status and progress reports and presentations– Strategy presentations for approval– Creative presentations for approval– Weekly Status reports detailing progress with Creative, Strategic and Financial issues

• Detailed Timelines and Cost Estimation– Timelines that define key milestones, meetings and deadlines– Cost estimation of all tasks assigned to the agency

• Consultation– Brand Strategy specialist at your disposal to advise on all areas of advertising development

• Research Market Analysis Expertise– Communications specialist to design, manage and supervise research projects– Selection of suitable research agencies depending on research project specifics

• Selection of quality and cost efficient production companies– Access to the finest Russian and international production companies– Production management to ensure that costs remain within budget

• Quality control and supervision of production process – Close management of production of advertising materials to ensure client and agency requirements are met.– Supervision of production to assure a quality product

• Timely delivery of advertising materials– Advertising materials delivered to your media partners /outlets and production partners according to predefined deadlines

PORTFOLIO

CLIENT: MCDonalds

TASK: Involve children and their families online in an interactive way with the new Ice Age / McDonalds co promotion.

BACKGROUND: Lollypop making toys were included in Happy Meals

CREATIVE DECISION:We constructed a competition that encouraged kids to make their own flavoured lollypops. Winners were displayed on the site.

C L I E N T : M c D o n a l d s

C L I E N T : M c D o n a l d s

CLIENT: Harakiri

TASK: Create and Announce Promo to increase volume of delivery orders

BACKGROUND: Harakiri Sushi delivery had a reputation for always arriving later

CREATIVE DECISION:Promo: On time or for freeDramatize the conflicting emotions that you now feel depending on whether your delivery is on time or late.

C L I E N T : H a r a k i r i

Anton is irritated by the 3 minute hold up with his order. On time or for free.

C L I E N T : H a r a k i r i

Tanya is glad that they delivered her sushi on time. On time or for free.

CLIENT: Harakiri

TASK: Announce new Spring menu

CREATIVE DECISION:Dramatize the creativity that went into creating the new menu

C L I E N T : H a r a k i r i

C L I E N T : H a r a k i r i

C L I E N T : H a r a k i r i

C L I E N T : H a r a k i r i

CAMPAIGNS WE ARE PROUD OF FROM OUR PERSONAL PORTFOLIOS

CLIENT: Kreditmart

TASK: Communicate that KreditMart provides etremely low mortgage rates.

CREATIVE DECISION:Dramatisation of the low percent on mortgage credit through the envy of the neighbours

C L I E N T : K r e d i t m a r t

“Don’t tell your neighbours how good your mortgage terms are!”.

C L I E N T : K r e d i t m a r t

“Don’t tell your neighbours how good your mortgage terms are!”.

C L I E N T : K r e d i t m a r t

“Don’t tell your neighbours how good your mortgage terms are!”.

C L I E N T : K r e d i t m a r t

“Don’t tell your neighbours how good your mortgage terms are!”.

CLIENT: Mercedes Benz

TASK: Increase sales of the CL 500 with the 4- matic drive system.

CREATIVE DECISION:Dramatisation of the pleasure you get from driving the CL 500 in any season through the metaphor of music.

C L I E N T : M e r c e d e s B e n z

“A masterpiece at any time of the year”

C L I E N T : M e r c e d e s B e n z

“A masterpiece at any time of the year”

CLIENT: Mercedes Benz

TASK: Increase sales of the ML 320 CDI with a diesel engine,

CREATIVE DECISION:Dramatisation of the economy of petrol use by showing that people manae to forget how to fill up on petrol because you have to do it so

C L I E N T : M e r c e d e s B e n z

Refuel once every 1000kmPetrol goes here!

C L I E N T : M e r c e d e s B e n z

Refuel once every 1000kmOther side for the petrol tank!

C L I E N T : M e r c e d e s B e n z

Refuel once every 1000kmThe Petrol tank is on the right!

CLIENT: Mercedes Benz

TASK: Increase sales of the the ML 63 AMG

CREATIVE DECISION:Dramatise the high speed characteristics of the car by proving it

C L I E N T : M e r c e d e s B e n z

ML 63 AMG. Meaning in speed.Sitting behind the wheel of any other car you will easily manage to read this long and meaningless sentence.

CLIENT: Tervolina Shoes

TASK: Create a premium and special image for Tervolina shoes compared to other shoes in the middle price range

CREATIVE DECISION:Comparison of shoes from Tervolina not with other shoes but with the world around

C L I E N T : T e r v o l i n a

C L I E N T : T e r v o l i n a

CLIENT: Tervolina Shoes

TASK: Create a premium and special image for Tervolina shoes compared to other shoes in the middle price range

CREATIVE DECISION:Using the concept of ‘getting in to important establishments’ to promote the high status of Tervolina shoes

C L I E N T : T e r v o l i n a

C L I E N T : T e r v o l i n a

C L I E N T : T e r v o l i n a

CAMPAIGN RESULTS

Both print campaigns were published in ‘Luezer’s Archive’ in 2009

CLIENT: Beeline mobile operator

TASK: Announce and initiate the purchase of a special present from Beeline – A mobile telephone with a Beeline interface.

CREATIVE DECISION:Dramatisation of the thanks you will get in return for giving someone this present. Print ad published in Playboy next to a full page spread of a girl.

C L I E N T : B e e l i n e

This is an decent and upstanding magazine so we are simply unable to show how thankful she would be for this present.

CLIENT: GE Money Bank

TASK: Communicate that it is possible to obtain unusually high amounts of credit

CREATIVE DECISION:Dramatisation of the physical size of the credit

C L I E N T : G E M o n e y B a n k

The scale of your repairs is in your hands!

C L I E N T : G E M o n e y B a n k

The scale of your holiday is in your hands!

C L I E N T : G E M o n e y B a n k

The scale of your shopping is in your hands!

CLIENT: GE Money Bank

TASK: Attract young specialists to work at GE Money Bank

CREATIVE DECISION:Commencement of the candidates test with the advertising

C L I E N T : G E M o n e y B a n k

Think brightly, act bravely, improve yourselfCorrect the equation so that both sides are equal by moving only 1 match.

C L I E N T : G E M o n e y B a n k

Think brightly, act bravely, improve yourselfHow many cubes are there?

CLIENT: Gold Standard Ice Cream

TASK: Encourage consumers to buy Golden Standard Ice cream

CREATIVE DECISION:Demonstation of the unbelievably high quality of the ice cream through stereotypical Russian situations and their heroes.

C L I E N T : Z o l o t o y S t a n d a r t

The Golden Standard of Mothers in law.

C L I E N T : Z o l o t o y S t a n d a r t

The Golden Standard of neighbours.

CLIENT: Azbuka Vkusa premium supermarkets

TASK: Encourage people to shop at Azbuka Vkusa

STRATEGY:Bring the consumers attention to the unique delicatessen that you can find only in Azbuka Vkusa.

CREATIVE DECISION:Dramatisation of the uniqueness of the food through national proverbs and sayings from the country of origin of the food.

C L I E N T : A z b u k a V k u s a

“If one must have vitamins every day, then let it be from steak.” Argentinian saying.

C L I E N T : A z b u k a V k u s a

“There is one think wrong with Italian food: within 5 or 6 days you are hungry again.” Italian saying.

C L I E N T : A z b u k a V k u s a

“Stay off deserts for 14 days and you lose 2 weeks of a life lived to the full.” Austrian saying.

CLIENT: Gillette

TASK: Increase the frequency with which Gillette razor users change the blade on their razor

STRATEGY:To get men to relate to the problem of changing the blade with interest and attention.

CREATIVE DECISION:Use the accuracy and timeliness needed in motor racing to communicate the importance of changing the blade on time.

C L I E N T : G i l l e t t e

CLIENT: P&G Multibrand initiative

TASK: Stimulate trial of 5 hair care brands from P&G with one campaign

STRATEGY:To unite the various brands under one product benefit – shine.

CREATIVE DECISION:Dramatisation of the preparation time for girls before they go out whatever their hair product.

C L I E N T : P & G M B C I

The new trend of the season. SHINE.Life is catwalk. Transform and go out.

C L I E N T : P & G M B C I

C L I E N T : P & G M B C I

THANK YOU