September 21, 2011
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Transcript of September 21, 2011
A DIVISION OF ACCO BRANDS
2 Confidential
Agenda
MRD process defined Current state of affairs Definition of new MRD Implementation & results
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MRD Process Defined
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The Launch Process Today
While we execute comprehensive assets, wecan do better: Messaging not in alignment with all regions Lack of documentation to capture feedback Copy changes to packaging a constant
issue and can delay development Information not trickled down to all groups Mixed launch themes Lack of clear project leader
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What are we trying to accomplish?Our guiding principles: One version of the truth Alignment to the NPI process A single voice
Empower team to deliver: Single theme Quality messaging & asset creation Regional and channel execution in a timely
fashion
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The Process Comes Together
The NPI Process
GPM Input Global Marcom Input
* Process speeds up for quick-2-market projects
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How does it work?
InputsGPM’sRPM’s ChannelMarcomDesign/PM’s
OutputsPackaging copyThemeMessagingCatalog copyPhotographyVideosPRNamingTrademarksMerchandisingTranslations
ProcessBriefingsAsset creationTrademark searchWeb developmentTranslations
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MRD Contents & Checklist
Brand value (company & category)
Product positioning & messaging (pull from PRD)
Product features & benefits (pull from PRD)
Packaging strategy (pull from PRD)
Audience/customer Theme development PR strategy development Web strategy development Calendar of key activities &
launch dates
Packaging copy Naming requirements Category synergy Photography needs (product
& environment) PR strategy Digital marketing toolkit Videos & rich media Logos & icons Merchandising opportunities Launch kits Training Trade shows & events
Input Output
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Results
Global alignment for launch 1st deliverable is comprehensive messaging Speeds up packaging copy development and
approvals Reduces conflict! Delivers assets on-time to regions to localize Process allows for translations and validation Information distributed to all groups involved Timely development of assets for preselling One voice!
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Implementation
Review process with input teams Assign ownership, tasks and timelines
Björn manages security launches Barbara manages non-security launches
Develop trackable project status & sign-off Develop archiving of assets for global use Launch process in November with KeyFolio
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