Integrated Marketing Communication Agencies

How would you define their role?

Brand Consultancy

Communication plays a large part in the formation of a brand The dress The voice/tone The friends (associates, vehicles) The message The volume (the need to be heard)

Brand Managers Preoccupied poor things!!

Sales figures, HR, Distribution, Short term objectives, motivation and ahhh …

yes of course, the brand.

Need a specialist to manage the brand image

… outsource.

To Agencies that specialize in communication.

The solution..

As discussed ..

Agencies are becoming

one stop shops.

Agency Structures

Consumer

Packaging & Merchandisi

ng

Emerging Media

One - to - One

Promotions

PR+Events

Mass Media

The 360° Communication Experience

Media Direct Marketing

Events

Public Relations

Design and Corporate Identity

Interactive

Rural Communication

The Specialists

Financial Advertising

Delving further

Agency structure

ClientAccount

Management

Creative

Media

Studio

Films

SpecialisedDivisions

Accounts

Traditional Structure

Account Planning

The Client

The Client Management backgrounds Demanding Do not understand advertising

(OK OK Not All!!) ‘The solution to all problems – Advertising’ Time conscious as well as money conscious Key in client agency relationship Motivating factor – ‘Good work depends on

culture fostered’

A Closer Look Holistic view/perspective

Manufacturing process, systems, etc Helps the agency understand the culture Product, Price Place & promotion Holds the purse strings FINAL CALL ON ALL COMMUNICATION

Competitive Environment Understands the environment

Marketing and/or communication problem definition and proposition

Consumer studies with the agency

Clients Role Vision and Decision.

Brand/Account Management

Account Management Central function (brand custodian) Management backgrounds - business managers The clients representative in the agency The agencies representative at the clients end Motivators Interpreter/Evaluator (all perspectives) Ideas People Planner Time manager

A Closer Look Service Provider

Clients needs Satisfaction levels

Business man Finance/accounts Time Keeper

Creative Evaluator Best possible creative solution for the client Long Term Evaluation from a brand perspective

Account Management

Brand Custodians

Account Planners

The Account Planner Consumer Man Amateur Psychologist Research King Briefing Expert Modules, Graphs, Charts Talks about trivialities like he is Archimedes

A Closer Look Consumer Understanding though ‘Research’

Design Attend Interpret Sometimes conduct

Brief Development Paints the relevant picture Long Term perspective

Account Planner Consumer Insights Man

Creative

Creative Core to the business Developer of communication Ideas people Thinkers Worldly Lazy dogs Moody Don’t know the meaning of time Shabby dressers

A Closer Look

Giver of life Shape and Size

Break-through ideas Two streams – Copy and Art Presentation of Ideas Into the consumers head

Creative Divergent Innovative Thinkers

Media Boys

Media Planners/Buyers/Ops

Specialised function Number crunchers Thinkers/evaluators Unbiased Media relations Free party goers

A Closer Look Evaluation of mainline media vehicles – TV , Press, Cinema

Circulation Readership Rating Points

Target Audience Reach Demographics – Age, Income, Gender Psychographics

Operations Buying Physical wheeling and dealing

Creativity in Media Planning

Media PlannersTargeting Experts

A Quick Zoom Out

Macro View

In times of simplicity

Press- main medium Govt. control = no choice DD only TV channel Media planning non existent Our expectations from entertainment lower

Enjoyed Hum Log, Buniyaad Mahabharata Startrek, Different strokes

Boom !!!Liberalization

The days of plenty

MTV, Channel V, Discovery Host of private and regional channels Programming boom War for eyeballs Primetime battle Niche channels - Movies, Sports, News More advertising opportunity

The Main GainerTelevision

The Ad world forced to change and grapple with this new environment.

The effects … Media planning

TAM, TGI Segmentation Dependence on packages grew - IRS,NRS Drew in educated specialists

Account Management Had to keep pace Started to take a back seat on media issues Think audio visual

The effects…

Creative Had to hone their skills to suit new medium Film makers grew in strength and business

Industry Operation Specialized creative hot shops Media planners - direct client handling The entry of media houses - Mindshare, Starcom,

Zenith media, Fulcrum Consolidation of moneys to leverage buying

Overview O & M, JWT, Contract and Equus represented

by MindShare Enterprise Nexus and Lowe represented by

Initiative Media Leo Burnett, Ambience represented by Starcom Bates and Saatchi & Saatchi represented by

Zenith Media

Noise levels high

TV, Print, Outdoor, Radio, Cinema, Internet

Need to make our brand presence felt despite the environment

Bringing us to the core of the business

Creativity

You cannot just sit up one day and ask to be creative.

Can you ? Factors

Ingredients Funky thinkers / ideas people Motivators that ‘push the envelope’ Agency culture

Free Fun

Client agency relationship Fearless Mutual respect Coming together

A Case In Point

Fevicol Case Study

A landmark in Indian Advertising

Background – Relationship A long history together – 30 years+ Healthy relationships across all levels Creative involvement Mutual Respect and trust Working as one ‘Pushing the envelope at both ends’

Background – Brand Historically, adhesives made from animal

fat, colloquially known as Saresh Predominantly a commodity market Fevicol - the first synthetic adhesive,

launched in 1960 Low user involvement and non-existent

brand preference Communication built up in phases

The Task

Where we started at Adhesive a low involvement product The end user indifferent to adhesives , because its

usage is hardly noticeable to him The prime target-the carpenter - primarily an illiterate

person with a predisposition towards commodity products

Where we wanted to be Increase involvement in the product Highten its visibility to the end user Upgrade the carpenter from commodity to brands

Pidilite decided to move first through advertising.

Role of Communications

Create brand preference by giving it an emotional edge

Creative Strategy

Extend Fevicol bonding to first physical and then non-physical areas

Creative Idea

Whenever you think of bonding, think Fevicol

Bonding – The Fevicol way

Over the years, bonding -- Fevicol’s brand proposition has been presented in variety of innovative and subtle ways through it’s various TVCs.

Unlike design, wood and polish, an adhesive is a low-interest product for consumer

Fevicol communication has today, grown to a more evolved state of expression – the ultimate adhesive.

Targeted at the basic user group, carpenters, Fevicol has always followed the ‘bonding aspect’ with clever and witty themes.

Results Today

Stunted the growth of competition. Fevicol is the market leader hogging a share of over 80% of the premium synthetic adhesive market

The carpenter wears Fevicol on his sleeve. A sign of his quality consciousness.

Continues to grow at a rate faster than the market, even today

Brand once the property of just the carpenter went far beyond. Entered common parlance.

Created consumer pull.

Beyond Bonding

The latest TVC looks at a different angle. While maintaining its brand proposition the ad is more focused towards the buyer who is more likely to go to the store and buy readymade furniture.

Unlike the previous TVCs for Fevicol this seems to be quite a tactical ad. The objective of the ad is to sensitize people and make them ask if Fevicol is being used.

Fevicol is invisible externally and it is an important aspect for long lasting furniture, hence the aim of the commercial is to make people ask if Fevicol has been used in the making of the Furniture.

All this with an modest advertising budget

1991-92 - Rs. 1.5 Crores 2001-02 - Rs. 3.5 Crores

Beyond Fevicol M-Seal

To sum ...

The communication industry ..

Advertising - Job profile Demanding - Service Industry

Long hours Deadlines Stressful

Challenging Rewarding/ fulfilling Creative/ innovative Tremendous learning - short span

Advertising - Job profile Great people Exposure to higher echelons right from the outset Exposure to various industries Quick growth Stimulating culture

Brainstorming sessions Informal dress code Great relationship at any level Open door policies Parties

Opportunities Beyond Media Houses Entertainment Marketing - new age and certain advertising

dependent brands Corporate communications Entrepreneurial

In a nut shell … Some of the key learning's …

Learning

Keep it simple !

Learning

Keep it simple !

Keep it single minded !

Learning

Keep it simple !

Keep it single minded !

Keep it interesting !

T H A N K Y O U !