marketing general contractor

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THE MARKETING GENERAL CONTRACTOR WHAT IT IS AND WHY MARKETERS NEED ONE. Sunday, August 25, 13

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Page 1: Marketing General Contractor

THE MARKETING GENERAL CONTRACTORWHAT IT IS AND WHY MARKETERS NEED ONE.

Sunday, August 25, 13

Page 2: Marketing General Contractor

Marketing Directors have to juggle more new information and opportunity with less budget and resources than ever before. With new media changing and evolving all the time, integrating marketing efforts is hard enough, let alone doing it creatively and efficiently.

OBJECTIVE

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Page 3: Marketing General Contractor

MAJOR ADVERTISERS: Work with large advertising agencies. These agencies are not incentivized to find out about new opportunities and are slow to adapt to them. Progressive clients proactively engage these opportunities outside the agency structure but integration remains a challenge.

CHALLENGER BRANDS: Often work around the big agency structure by hiring a bunch of niche players (Advertising, PR, Social Media, SEO, Digital) but have difficulty integrating ideas and getting everyone on the same page. One agency dropping the ball can stagnate everyone’s efforts.

SHOOTING STARS: Rapidly growing brands with tech-savvy leaders who can’t onboard enough staff to handle the management and approvals of marketing efforts through multiple partners.

THE PROBLEM

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Page 4: Marketing General Contractor

TRADITIONAL CREATIVE STRUCTURE

COPYWRITER ART DIRECTORCREATIVE

In the traditional creative structure, copywriters and art directors collaborate to come up with campaigns ideas.

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Page 5: Marketing General Contractor

NEW CREATIVE STRUCTURE

COPYWRITER ART DIRECTOR

In the new creative structure, a creative strategist takes the campaign to the next level by creatively integrating it across media

CREATIVE

CREATIVESTRATEGIST

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Page 6: Marketing General Contractor

MARKETING GENERAL CONTRACTOR

Adding a marketing general contractor who understands each niche, who is the best to execute and what success looks like in each opportunity.

COPYWRITER ART DIRECTOR

CREATIVE

CREATIVESTRATEGIST

INTEGRATEDCAMPAIGN

MARKETINGGENERAL

CONTRACTOR

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Page 7: Marketing General Contractor

GENERAL CONTRACTORSIf you’re renovating a house, a general contractor knows how to negotiate and organize plumbers, electricians and roofers. They also know what order to do each project in and how to keep them out of each other’s way.

Often marketers make the mistake that they know enough about each marketing niche to make these decisions themselves. A Marketing General Contractor acts as a buffer to find and manage these vendors.

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Page 8: Marketing General Contractor

I’ve worked on the creative side of advertising my whole career, working on Fortune 500 brands on print and television before moving to digital, experiential and social media. The founder of my own small advertising agency for five years, I’ve managed integrated campaigns on behalf of clients touching every media.

Active in the startup community, I’m in the know about the latest technologies to affect the industry. I understand how to work with creatives, how to get the best rates and work out of agencies, and most importantly, get the most of your marketing budget.

ABOUT ME

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Page 9: Marketing General Contractor

AUDIT: Look at current efforts and make recommendations of improvements and lost integration opportunities. Work with existing agencies and bring in new ones to fill gaps.

INTEGRATE: Work across all agencies to improve integration and communication. Install project management tools and train key staff.

CREATE: New campaign initiatives based on marketing’s goals that trickle down into our newly formed infrastructure.

ITERATE: Quickly react to what’s working/not working and make adjustments.

MY PROCESS

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Page 10: Marketing General Contractor

27 W 20TH ST, 9TH FLOOR, NYC 10011t 646 230 8013 f 646 230 8011 w catch24design.com

Catch 24 Advertising and Design is a full-service marketing communications company. We develop strategic, integrated marketing programs, implement and manage them across all media.All contents of this presentation are property of Catch 24 Advertising & Design. Any replication of content without express consent from Catch 24 is subject to penalty.

FOR MORE INFORMATION

MARC LEFTON

[email protected]

THANK YOU

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