Download - What is twiga
WHAT IS TWIGA?
August 2007
• Leading Russian independent communication group, operating in CIS scale, founded 1993
• The TWIGA Group management owns 100% of the Group’s companies
• The TWIGA Group or any of the Group’s companies are not affiliated with any international communication agencies or financial industrial groups
• Keys to TWIGA success: integrated marketing communication approach and innovation in the industry
• CIS reach: 18 companies in 4 major business centers of CIS: Russia, Kazakhstan (covers Uzbekistan, Kirghizia, Turkmenistan, Tajikistan), Ukraine (covers Moldova, Byelorussia), Armenia (covers Georgia, Azerbaijan)
THE TWIGA GROUP
THE TWIGA INNOVATION ROLE
TWIGA was one of the first:• to establish its own production company/facilities within
a communication group (OGGI Production) for total control over production quality and timing early 90s
• to go CIS• to establish a specializes healthcare communication agency
(MedInform)• to develop in 1999 an interactive agency (BeWeb) picking up
the new media trend• to acquaint SMS marketing company to pioneer in usage of mobile
phones as a promotional tool• To establish a four-level educational system for TWIGA staff
to ensure the permanent growth of knowledge and expertise• To establish an annual public view of the TWIGA Creative works
(www.karmanyfest.ru)
THE TWIGA GROUPIntegrated Marketing Communications:
Positioning of the TWIGA Group’s companies in main lines of communication business:Creativity • More then 20 awards in international festivals
(TWIGA Touch, MedInform)
Communication Effectiveness • 6 Effies Brand of the Year Awards in 2006• Case of client billing growth from $20 m to $120 m
during 15 months
Media buying • In Top Ten buyer in CIS countries
Specialized Communication • 1st to establish Healthcare Communication Company• 25% of the MedRepOutsourcing in Russia (Testimate) (MedInform)
Positioning of the TWIGA Group’s companies in main lines of communication business (cont’d):Innovation • 1st Communication group to establish an SMS company and use
mobile phone as communication vehicle (BeWeb)• Leaders in mobile marketing in Armenia and Kazakhstan
Trend Visionary • Twiga Trend Vision methodology and reports (TWIGA Touch)
Unique communication Instruments • The Brand Caviar – patented communication development
methodology TWIGA Touch
Media research and analysis • Industry standard research (full package) + overwhelming set of
own proprietary tools (Media First)
TWIGA GROUP IN RUSSIA: DYNAMICS OF TRANSACTIONS (USD, Mln)
0102030405060708090
100
2000 2001 2002 2003 2004 2005 2006 2007(Est.)
+ 72%+ 47%
+ 98%
+ 36%+ 30%
+ 32%
+ 36%
Why to work with TWIGA in CIS? CLIENT BENEFITS
One Agency in CIS: What Is the Point?
Client Benefits from working with ONE Agency in ex-Soviet Union Territory
1. TWIGA is the most developed network in CIS2. Guaranteed quality standards for all CIS
territory
3. Guaranteed transparency of media deals
One Agency in CIS: What Is the Point?4. Guaranteed
attention of best agency minds resulting from client caliber
5. One-to-One dialog instead of One-to-Twelve
One Agency in CIS: What the Point?• Time savings (on negotiations, get-to-know,
set up, info sharing, etc.)• Brand knowledge in one place (brand
database)• Information sharing/distribution• Cross-fertilization on a market-by-market
principles
One Agency in CIS: What the Point?6. Unified reporting
7. Financial benefits:• Agency Commission/Fees decrease
if client works with Agency in more than one CIS country
• Avoiding 2-time taxation if a payment done for another country by countries
BRIEF HISTORYTWIGA registration as a creative advertising agency in Moscow
Appearance of a new vector in TWIGA business development. This vector determined the intensive growth of the next years: it has been decided to create on the basis of the most advanced departments the specialized Agencies in different communication industry fields.
In terms of the new strategy, in 1997, March, 12th, the first specialized agency was founded: MEDINFORM Healthcare Communications,
The territory of the Agency coverage is widening. MEDINFORM is opening the office in Kiev - MEDINFORM Ukraine
2 Golden Effie-Best Brand-2006, several rewards on the International Creative Festival KARMANY
19931993
19971997
20042004
20062006
20052005
The growth of the Agency is needing the further differentiation: two departments are formed inside the Agency MEDINFORM: Communications and Selling Solutions
Preparation to open the office in Almaty (Kazakhstan)20072007
DEPARTMENTS’ FUNCTIONS DIVISION
Strategic Planning
Creative Solutions
Branding& Identity
Integral Communications
СOMMUNICATION Selling Solutions
PR
Media Planning and Buying
Interactive Solutions
Exhibitions organization
Medical Representatives Outsourcing
Activities in Pharmacies
Recruiting
Monitoring
Audit
BTL
THE COVERAGE OF THE BRAND LIVING SPACE
BRANDBRAND
RX/OTCRX/OTC
CommunicationsCommunications
Selling SolutionsSelling Solutions
MedReps OutsourcingActivity in Pharmacies
POSM Design &Production
PR
HRRecruiting of qualified staff for pharmaceuticalcompanies
Event MarketingDirect promotionEvents organization
Media Service
CreativeSolutions
StrategicPlanning
Integrated Communications
Branding&Identity
InteractiveCommunicationTechnologies
ExhibitionsConferences
MEDINFORM CLIENTS LIST
MEDINFORM Healthcare Communications
Case StudiesHygiene
Company: Paul Hartmann
Brand: Fixies
Category: Diapers
Project: Key Visual development, POSM design & production
Company: Paul Hartmann
Brand: Molimed
Category: Hygiene
Project: Key Visual development, POSM design & productionPR-support
Company: Paul Hartmann
Brand: Cosmos
Category: Plaster- Line of products
Project: Key Visual development, POSM design & production
Company: Laboratoire Innotech
Brand: Pharmatex
Category: local contraceptive
Project: TVC development & productionTVC placement
Company: Johnson&Johnson
Brand: Compeed
Category: Plaster-Callous-Active Corn Remover -Masking anti-herpes
Project: MRs’ Outsourcing,Educational program for pharmacists
Duration: 1 month
Territory: 11 RF cities
MEDINFORM Healthcare Communications Ukraine
TWIGA CG UkraineCooperation with TZMO started 2005
CASE STUDIES 2006
• In 2005 TWIGA CG Ukraine took part in media tender of TZMO.S.A’s products
• In December 2005 TWIGA CG Ukraine won press and transport advertising placement in 2006
Agency Objectives in 2006• Press and Transport Advertising campaign development• Realization of the developed projects• Development and adaptation of advertising layout• Control and reporting
• Set tasks to promote advertising campaign in 2006 were implemented in full in line
CAMPAIGNS IN PRESS 2006
Regular hygiene identification test Publication of the event “Bella Cup 2006”
Object shooting in a topical chapter Placement of image Panty Slim
Results of advertising campaign in press 2006
Covered titles – 10
Quantity of paid way outs – 32
Quantity of bonuses - 9
Total way outs – 41
Total edition of all covered titles – 803 200
Covered edition on each way out of all titles – 26 505 600
TRANSPORT CAMPAIGNS 2006Results of transport advertising campaign in 2006
Covered cities – 7
Quantity of transport in each city:
Kiev – 5
Donetsk – 3
Kharkov – 5
Dnepropetrovsk – 4
Odessa – 4
Lvov – 4
Crimea – 3
Total amount of transport units – 28
Dates– 01.08.06 – 01.01.07 (term of lease – 5 months)
Trolley “HAPPY”
Trolley “Bella Perfecta”
CREATIVE & STUDIO 2006
Print layouts
Print layouts
Layouts for transport advertising
Layouts for transport advertising
Quantity of new developed print layouts – 6
Quantity of developed layouts for transport advertising – 3
(but used – 2)
CASE STUDIES 2007
• In 2006 TWIGA CG Ukraine took part in media tender of TZMO.S.A for 2007
• In January 2007 TWIGA CG Ukraine won media tender of TZMO.S.A in 2007 (press, radio and TV PR) and partial BTL services
Agency Objectives• Development of strategy for key products promotion TZMO.S.A for 2007• Development and adaptation of advertising layout• Realization of projects • Control and reporting
• Set tasks in the first half of the year are implemented in full in line• There were 39 image advertising in press, 3 PR program on TV, 6 information
topics, 18 radio infomercial as well as 5 trade actions etc. in the first half of the year
• In whole set tasks in 2007 are being implemented in full in line with TZMO.S.A’s strategic objectives and tactical objectives of Bella Trade
CAMPAIGN IN PRESS 2007
Ad in press image Matopat with wound closure insert
Placement in press Image advertising “Perfecta”
Placement SENI Lady product layout
in Case History Placement information incontinence
and SENI products in specialized title for doctors
Results of advertising campaign In the first half of 2007
Covered titles – 39
Quantity of paid way outs – 38
Quantity of bonuses - 1
Total way outs in the first half– 39
Total edition of all covered titles – 2 200 270.
PR PROGRAMS ON TV
UR1/ ERA“Era of Health” program
The program presented an interview with professor of urology getting down the comments of the specialist on the problem of incontinence, information on the products, fragments with use of the products(postoperative patient, invalid down with incontinence etc.)
New channel.“Ask the Doctor” program
This program is for them who are worry about self and/or family health. For them who are interested in achievements in modern medicine and different news in healthcare sphere. The program presented an interview with professor of urology told about the problem and described the TM SENI products, named competitive advantages and answered the live audiences’ questions
Results of the PR campaign on TV in the first half of 2007
“Era of Health” program – 2 way outs
”Ask the doctor” program – 1 way out
PR PROGRAM ON THE RADIO
"Your Health" - in this broadcast the detailed information on different degrees of incontinence problem revealed. About that it is not illness but consequence. As gave the detailed information on products ТМ “SENI"
National radio company UR/1“Your Health” and “The House Academy” broadcasts
"The House Academy " - in this broadcast discussed a theme of incontinence problem with old people, the postoperative period etc. As gave the detailed information on ТМ “SENI" products and how correctly to pick up the size
ERA radiostation“Recipes of Health” broadcast
"Recipes of Health" - in this broadcast we placed some variants of information-advertising rollers about ТМ "SENI" products
Results of PR campaign on radio in the first half of 2007
Quantity of information plots way outs - 6
Quantity of paid information plots way outs – 18
Quantity of bonuses - 9
TRADE ACTION FOR PHARMACIES.MATOPAT
"Meet plasters Matopat - bonuses and gifts a falls!" 1-st stage. Matopat - bonuses a falls! Period of carrying out: 26 February – 31 March, 2007The Mechanic:It is necessary to buy 12 kinds of plasters on 2 packings, to lay out a minimum of 6 kinds of plasters or the brand display in a prominent place and receive bonuses2-nd stage. Matopat - gifts a falls! The Storage Action! Period of carrying out: 26 February – 31 August, 2007 The Mechanic:It is necessary to buy plasters Matopat according to a total sum of purchases for the period of action.After purchase it is possible to choose gifts under the table (see in a leaflet)
TRADE ACTIONS. SENI AND BELLA DEO
The action! "Spring mood from SENI!!"
Period of carrying out: 16 April – 21 May, 2007
The Mechanic:At increase in volume of monthly purchase (for the period of the action) ТМ "SENI" production on the minimum of 50 %, and also will expand assortment of production up to recommended, the participant of the action will receive a gift on a choice
23 cities in which the action passed have been involved in the action
The action! "To the future with Bella!"
Period of carrying out: 3 April - 30 April 2007
The Mechanic:Buying hygienic production of Bella Classic Deo and Bella Nova Deo for the certain sum, the participant of the action will receive – the GIFT *!
22 cities in which the action passed have been involved In the action
CREATIVE & STUDIO & PRODUCTION 2007
Print layout
Display case
Booth
Invitation for SENI Cup 2007
SENI CUP 2007•TWIGA CG Ukraine in 2007 has acted as co-organizer of 4th International football tournament for children with especial needs "SENI Cup 2007" •Agency ObjectivesTo develop and organize grand opening of tournament To invite for charitable performance the musical and entertaining collectives, known actors or leaders of opinion To produce necessary POS materials
Set tasks are implemented in full in line
Press-conference
Group «Alibi»
Vladislav Vaschukthe football player of Ukrainian Combined
Participants of tournament
Mikhail Kopach, Representative of TZMO.S.Aand Vladislav Vaschuk, the football player of Ukrainian Combined
MEDIA FIRST IDEALS
Business Strategy
Marketing Strategy
Communication Strategy
Advertising Strategy
Media StrategyWe build THIS
…With understandi
ng of ALL THIS
MEDIA FIRSTCALIBER
Year Billing (MUSD) Growth2006 51,6 +40%2005 36,9 +105%2004 18 +64%2003* 11
*Only 30 agencies were ranked in 2003
Media First Experience in Categories
CosmeticsWella, Faberlic, Nivea,Yves Roches,DeKaroline, D&G
PharmacologyJanssen-Cilag, Bosnalijek,
Otechestvennie lekarstvaNatusana, Hartmann,
Novartis, BentusAbbot Lab,
GSK
Food segmentGallina Blanca, Storck, Hame,Milora, Borjomi, SouzViktan, Kyrieshky,RusskiyShokolad
Cars segmentRolf
Michelin
Electric engineering
Varta,Pantech
Tertiary activity
Rosinter(restaurant),
Bank Globeks,Yniastrum bank,
Betalink, TC Erevan Plaza
Engineering for house
Laufen,Scavolini,
Нansa, Darina
Building category
Bostik / Quelyd
Media First clients
MEDIA FIRST MEDIA MIX VS MARKET AVERAGE
TV57,3%
Magazines17,5%
Radio2,2%
Internet0,1%
Outdoor20,9%
Newspapers1.7%
Cinema0,2%
Market
Media First has adequate presence in all media and outstandingly strong positions in TV, OOH and Magazines
Magazines13%
Outdoor20% Internet
1%
Newspapers6%
TV53%
Radio7%
Cinema0,4%
MEDIA FIRST BUYING PRINCIPLES
- Direct purchase
from media owners
- Building partnership instead of
plain volume-
based deals
RESEARCH RESOURCEStandard Research Databases Exclusive Internally Developed Tools
Full range of industry research resource available in each country is consistently and legally bought
®
High speed cultivate facts
Selection ТV programs and print By means of EGO
Optimization regional campaigns
Around eye skin care regional category development
High category developmentLow category developmentMedium category development
Ural West Siberia
East Siberia
Far East
North Caucasus
Centra l Chernozemniy Volgo-Vyatka
Central
Volga
North+North-West
Estimation of efficiency different media Medium Value
Weighted Medium Value
Optimization selection ТV channels
®
®
®
®
B o u r j o i s v s C o m p e t i t o r s P e r c e p t i o n M a t r i x
C o l u m n ’ s № 1 C o l u m n ’ s № 2 C o l u m n ’ s № 3
H i g h e s t B o u r j o i s E v a l u a t i o n s
B r a n dExploited/
Proved Efficiency
MEDIA FIRST MAPMedia First Russia
• MoscowMoscow
Media First Central Asia
• Kazakhstan, Kyrgyzstan, Uzbekistan
Media First Caucasus• Georgia, Armenia,
Azerbaijan
TWIGA Eastern Europe • Ukraine, Belarus, Moldova
TWIGA RussiaTWIGA Central AsiaTWIGA Eastern EuropeMedia First Map
- representative office
MEDIA FIRST PAN-CIS AGENCY
Media First Moscow
LocalMedia First
- Communication/Business Expertise- Tools: Media Matrix, Media Wizard, EGO etc- Human Resources- Finance- Moscow juridical support
Local market Experience: Consumer, Market, Media, Business, Culture, Legislation
Global CIS Expertise + Local Experience
Moscow
Media First PAN-CIS AgencyClient List 2006 – begin. 2007
Media Planning & Buying in Kazakhstan, Armenia, Kyrgyzstan, Georgia
Media activities in Russia, Kazakhstan, Belarus, Ukraine, Mongolia
Media Planning & Buying in Kazakhstan
Media Planning & Buying in Kazakhstan, Kyrgyzstan
Media activities in Russia, Kazakhstan, Georgia, Armenia, Azerbaijan, Mongolia
Media activities in Russia, Kazakhstan
Media Planning & Buying in Kazakhstan, KyrgyzstanSAGMEL, Inc
AGENCY ASSESMENT 2006: MEDIA AUDIT
Media First is going through media audit made by Media Audit companies:
- Extremely good results in media buying – СРР is by 40% better then the market has
- Other indexes meets expectations
- Extraordinary good result in planning – by 17% better then market average
- Other indexes meets expectations
AGENCY ASSESMENT CLIENT SATISFACTION AUDIT (2006)
Agency Assessment1) Does your consultancy team have
sufficient market and product knowledge?
-2 -1 0 1 2
2) How do you assess the quality of the market and competition analysis? -2 -1 0 1 2
3) How do you assess your consultancy team with regard to learnings from past
campaign? -2 -1 0 1 2
4) How do you assess the quality of the target group analysis?
-2 -1 0 1 2
5) How do you assess the analysis and realization of your briefing?
-2 -1 0 1 2
-2 much below expectations-1 below expectations0 at expectations1 above expectations2 much above expectations
- Average Mark – 5
- Average Mark – 4,9
- Average Mark – 4,0
• Media-management• Strategy impact • Media-planning• Media Repots
Marks:1 – unsatisfied2 – below expectations3 – meets expectations4 – above expectations5 outstanding
CLIENT TESTIMONIALS
RAZEM W PRZYSZŁOŚĆŻ!!!