planning is for planners, we are media agency! (ksenija latković kozarac, omd)
DESCRIPTION
In order to maintain the added value of a media agency in the future we need to change the focus and change the game!TRANSCRIPT
Planning is for planners, we are media agency!
Ksenija Latković Kozarac, OMD CroatiaNovember, 2013
“If you don’t like change, you’re going to like irrelevance even less.”General Eric Shinseki, retired Chief of Staff, U. S. Army
Why do we need to change our approach?
Channels and opportunities
have multiplied
Wide range of activation
opportunitiesexploded
Scale of interaction and
connectivity multiplied
Consumers more
engaged, but easily bored
What are the implications?
Demand = BUSINESS RESULTS!!
Brand stories lead to engagement
We already know that simply being there is just not enough...
Key element is engagement!hops with
Desire creates demand
Real Brand stories inspire desire
We need to talk more in „business performance” language...
...rather than „media performance” language that we know so well..
REVENUE/SALES
not
GRPs
New KPI = drive demand
Media performance (GRPs/TRPs/Affinity..)
Price performance(CPP, CPC,
Inflation/Deflation)
Brand performance (Conversions, Image,
Loyalty)
Business performance (Sales, ROI, Margin, Profit)
Broader perspective is a must!DEMAN
DTop management
Brand mngm.
Procurement
Mediaexperts
The right „set-up” is a key
Right questions to unlock the potential
Insights to meet challenges
Communication idea to inspire
desire
Media execution to deliver demand
#1 The right questions
..that clients are facing every day...
What does my
brand stand for?
How do I know if my advertising is working?Is my brand
proposition the
right one for my
TG?
What is the general sentiment about my brand?
Do I know how
much consumer
interest there is
in my product?
Are attitudes and behaviors changing?
Do I know my
consumer as I
should?
Am I pushing the right button?
Client’s cooperation is crucial
Sales data
Brand tracking
measures
Consumer database Consumer
satisfaction
surveys
Distribution data
Provides solid base to detect the
potential and link actual results (brand/sales) to media activity
patterns
#2 Insights to meet challenges
..and ensure strong starting point for our solutions...
Does it identify opportunity?Is it big enough
to be significant?
Does it predict the behavior and opportunity?Is it actionable?Is it linked?(across brand, business, media, consumer..)
Is it measurable?
(does it connect directly
to a performance KPI)
Unlock a challenge and
give focus!
Classic competitive reports/dataMedia landscapes
Weekly weights chartsAdEx trends...
STILL IMPORTANT...but...
Media trends just won't do..Current/Potential Buyers
Category drivers
Consumer keys DriversBarriers
Need state
#3 Communication idea
..needs to ensure we engage with our consumer, not just
reach him..
Needs to be actionable in all channelsNeeds to be
clear and
powerful
Allow to build-on in the „long run”
Inspire desire and respond to „ON-DEMAND” state of mind
http://www.youtube.com/watch?v=S3hS6BQDgwg
New „Rules of engagement” are in place
• Become a story teller focused
on consumer passions
• Use the new „socializing
points” as the non-traditional
communication channels
• Find the right currency for
our media performance
(no longer
GRPs/Impressions)
• Tell the story consistently in
all communication channels
DON’T IMPOSE“Authenticity &
credibility”
DRIVE INOVATION
IN ALL ASPECTS
TARGET FANS NOT JUST ANOTHER
„TG GROUP”
BECOME A PART OF THE
„SOCIAL FABRIC”
http://www.baekdal.com/think/kevin-spacey-and-the-shift/
#4 Media Execution
Planning right communication channels to ensure efficiency and more importantly relevance is something that
comes naturally at the end of the process!
So we have developed a global OS..
• Leads you to identify opportunities that grow demand
• Drives you to organize ideas that will be implemented and refined
• Formalize KPIs that justify the reason we were given budget in the first place!
:
...that lies on „Insights-Ideas-Result” approach, but takes us a step further..
INSIGHTS
IDEAS
RESULTS
And it’s here to demonstrate:
Smarter demand driving insights
More desire inspiring communication ideas
Strong and sustainable business performance results for our clients!
How we leverage our expertize, size and scale
to deliver:
