Post on 16-Dec-2015
ObjectiveObjective
Explore the creative service process Explore the creative service process using Stage Gateusing Stage Gate
Optimize procedures within Agency Optimize procedures within Agency in order to achieve more relevant in order to achieve more relevant content generationcontent generation
AgendaAgenda
Mission, goals and definitionsMission, goals and definitions Challenges and Success factorsChallenges and Success factors Questions from the outsetQuestions from the outset Principles of Information GatheringPrinciples of Information Gathering Stage Gate ProcessStage Gate Process
MissionMission
To enhance the creative partnershipTo enhance the creative partnership
between agencies and clients in the between agencies and clients in the area ofarea of
integrated marketing and integrated marketing and communications communications
What is meant by…What is meant by…
Agency: A fully integrated service organization that contracts with businesses to manage their marketing needs such as design, Marketing and technology .
Marketing campaign: go-to-market strategy the client and agency undertake to achieve awareness of a product or service
Questions from the OutsetQuestions from the Outset
What does the campaign want to What does the campaign want to achieve
Why are we choosing a specific route to Why are we choosing a specific route to reach our objectivereach our objective
How does this method lead us to How does this method lead us to accomplishing the objectiveaccomplishing the objective
When will this campaign take pleaseWhen will this campaign take please Where will the campaign/Plan take placeWhere will the campaign/Plan take place
Agency Challenges in the Creative ProcessAgency Challenges in the Creative Process
Many Agencies are all things to all people
Spend time planning but deliver poorly on execution
Discovery phase either science or art. Little have right balance
Past similar campaigns lead to inappropriate comparisons
Little Homework about context
Moving from Stages too fast
Subjective data utilization
No cross functional team
Little integration between department on a procedural level
Lack of understanding of merits of new media, “is like former media, only online.
Aim of agency is to ‘milk the cow’, not produce best practice
Success Factor to Campaign Planning Success Factor to Campaign Planning and Executionand Execution
Avoid Me/too Product by not relying too much on what has been done
Relevant customer messaging
Strong customer orientation through advanced digital techniques
Senior management Involvement throughout Stage/Gate
Flawless execution
Well defined message-to-product techniques
continuous Intelligence gathering internal/external stages of campaign
Media has no borders, content relevant to international audience
Leverage core competencies from and build on them throughout campaign
Funnel process with, speed, accuracy, completeness, consistency
Appropriate, cross functional teams at play with strict GO/Kill filter points
Successful OutcomeSuccessful Outcome competitive advantagecompetitive advantage
IdeasIdeas Outstanding and Outstanding and relevantrelevant ideasideas
Quality of ExecutionQuality of Execution
Customer voice Customer voice Market intelligenceMarket intelligence
Overriding Principles of Information Overriding Principles of Information GatheringGathering
Focus, PrioritizeFocus, Prioritize
Discovery,Discovery,What has worked What has worked
In the pastIn the past
Stage Gate ProcessStage Gate Process
Brief Specs
Plan executionAnd evaluation
FeasibilityScoping
The B-case
Externals
Gate
Gate
Gate
Gate
Measurement matrix Of Evaluations
Gate
Ideation and discovery in campaign possibilities
Go/Kill test in line with business case, budget, objectives
Begin implementing cross departmental strategy supporting B-case
Cross departmental strategy, assembly material and external coordination with 3rd Parties
Sound barrier
Sound barrier
Texturized launch, print, broadcast and radio
Funneling
Ideas
Go/KillInternal
Go/KillExternal
Media Message Context
Technical focus
Vertical Focus
Audience and Geo Location
Campaign
Print, Broadcast etc..What are we saying Context we are in
Conceptual Framework
Stage 1-2 Brief Specs and Stage 1-2 Brief Specs and FeasibilityFeasibility
Silo Approach Information Gathering
Integrated Intelligence Gathering
Bra
insto
rmin
g/Id
eatio
n
Inte
rnet S
earc
h F
ocu
s/ G
rou
ps h
Lib
rary
Searc
h
Con
cep
t Test
User T
est
Mark
et O
pp
oru
nity
Searches
Concept Testing
Market Opportunity
Brainstorming
Team Team Team Team
Team Manager
Cross Functional Project Manager
Management Debrief
Set against guidelinesStrategic Alignment
Gate 1Gate 1
Would the ideas at stake fit the client’s Would the ideas at stake fit the client’s needsneeds
Would you have the resources required Would you have the resources required to undertake this ventureto undertake this venture
Would the proposed ideas differentiate Would the proposed ideas differentiate from what is currently in the marketfrom what is currently in the market
Would current market trends and Would current market trends and intelligence suggest this type of take is intelligence suggest this type of take is appropriateappropriate
Would Alphas and Beta show good Would Alphas and Beta show good prospectsprospects
No MUST CriteriaNo MUST Criteria
Sound barrier
Go/KillInternal
Would Stage
The Relevant Business case
The Business case Collage
Stage 3: B-CaseStage 3: B-Case
Media Relations
PRMarketing
Finance
Operations
Production
Direct Marcom
Promotion
Make it Happen
Media Relations
Promotions
PR
Operations
Finance
Production
Direct Marketing
Marketing
Sound Business
CaseAccount
Management
Stage 3: Business CaseStage 3: Business Case
Synthesized concept and
business approach
Coherent marketing and
consumer relation
Implementation of Value-add idea
Realistic cost analysis
Clear Business definition of
campaign benefits, attributes
Marketing Plan mirroring the
Business plan
Working backwards to fit existing
assets into a Business Case.
Arbitrary set of criteria which the
board look at for evaluating B-case
Because of Collage system, each
silo department is off message.
No clear vision of financials
Incoherent business and
Marketing planCritical Stage
B-CaseB-Case Do we move from a Business college to
a thorough proposition
Do we effectively gather all analysis and decide if the product addresses consumer needs
We think, we want but DO are the ideas Competitive and Attractive
Do we have feasible technical and financial feasibility.
Do we have a unique proposition to our key audiences
Do we have a viable campaign execution potential
Do we have any legal variables which must be taken into consideration (Brand specs)-limiting
Do we have enough customer feedback of likelihood of success
Do we have all spheres of the campaign in sync if moving forward
Do the ideas put forth add to the bottom-line
Must Meet criteria
DOES the campaign have a long term sustainable competitive advantage
Does the campaign yield an immediate increase in sales..
Sound barrierGo/KillInternal
Does Stage
Stage 4 ExternalizeStage 4 Externalize
Go-to-market Bookings
Promotions
Online
RadioBroadcast
Go-to-market Bookings
Promotions
Online
RadioBroadcast
ExternalizeExternalize Parallel and integrated
marketing operations
Extend working model to engage with Third parties
Work on harmonizing Alpha and Beta and in house tests with External entities such as TV station, Radio etc..
Intelligence gathering from external entities before launch (market attractiveness, definitions etc.)
Financial realities kick in and adjustments
Integrate launch plans
Booking all the media space
Is the targeted media briefed on Dates/Times
Account teams up to speed on all steps of externalization process
Gathering preliminary findings of market response though Third
Gate 1Gate 1
Must Meet criteria to move on to Execution
Does the plan properly integrated all medium (with 3rd parties)
Have the spots been produced according to brand standings
Are all Betas signed off by all concerned departments
Is the developed campaign consistent with original definitions
Sound barrier
Go/KillExternal
Stage 5: Plan Execution and LaunchStage 5: Plan Execution and Launch
Coherently acting out the overall marketing plan
Acting out all planned activities internally as well as externally
Run final details and amendments by client
Market monitoring till the days of launch
Irrelevant Gate
4, 3, 2, 1,
All floodgates
open door to
full launch
campaign and
Implementatio
n of marketing
launch plan
‘The rabbit is out of the hat’
Stage 6 and Post launch reviewStage 6 and Post launch review
Review costsReview costs
Review profitsReview profits
Review strengthsReview strengths
Review weaknessesReview weaknesses
Review what Review what learnedlearned
Thank YouThank You