Shake Shack:Pernod Ricard Deck PP
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Transcript of Shake Shack:Pernod Ricard Deck PP
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SUNNY CHEN REGAN CURRAN
SAM PHILLIPS JENNA SMITH
HARRY MORELANDBRIAN MCPARTLAND
HECTOR RILEY CHRIS TOLAS CHARLES WALLS
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Restaurants
Considerations
Who We Picked
IPG Mediabrands Approach
Starting A Conversation
Alcohol
Considerations
Who We Picked
IPG Mediabrands Approach
Starting A Conversation
AGENDA
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RESTAURANTS
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growth
culture/values
social following
relationships
advertising spend
headquarters
creative agency
current IPG agencies
our filters
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Stand for
something
good.
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“As the number of
Shacks increases, and as
we expand into new
markets, we expect to
increase our investment
in advertising and
consider additional
promotional activities”
Locations worldwide
97
2011 2016
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ADVERTISING SPEND
Global- $1.6MMCURRENT AGENCIES
Agency 21 (3 Years)
Big Spaceship (4 years)
Marlo Marketing/Comms
(3 years)
REVENUEQ1 2016:
43.3% to
$54.2MM
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AGILITY
SOCIABILITY
RESPONSIVENESS
INNOVATIVENESS
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SOCIAL FOLLOWING
192k Likes
64k Followers
299k Followers
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❖ Shake Shack has competitors in the U.S. on the global D100 list:➢ #44: Burger King
➢ #68: McDonald’s
❖How can Shake Shack get on the list/what are they lacking?➢ Build upon digital brand awareness
➢ Improve on innovativeness and the use of current and new technologies
WIP!leveraging the D100
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APPROACH
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LET’S TRY
SOMETHING.Turn on your phone and search “best burger” on your browser.
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Build upon social core via mobile❖ Ramp up media spend around lunch time
❖ Complementing the line to amplify sense of community
❖ Audio watermarking
❖ App build
Optimize on Keywords and Brand Terms
“Always own your brand terms.”
❖ Bid on Keywords that are both generic and
brand terms.
❖ Utilize keyword tools (i.e spyfu.com and
Google Planner)
Geotargeting
Optimized Search
mobile opportunity
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Leverage UM’s Local Buying expertise and regional structure in Shake Shack’s target
DMAs, such as LA and New York, so that we can get them a competitive edge against
competitors such as In-N-Out
WIP
Local
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Shake Shack Key ContactsRandy Garutti
CEO
Edwin Bragg
VP, Marketing & Communications
Laura Enoch
Senior Marketing Manager
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ALCOHOL
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➢Absolut is #2 best-selling in US and Worldwide
CURRENT AGENCIESUM ARG/ ITA
Havas Worldwide: 5 Years
TBWA Chiat Day: 2 Years
Grey San Francisco: 2 Years
ADVERTISING SPEND
US: $8.6MM
Global: $200MM
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➢Improving and refining the brand image
➢An opportunity to become pioneers again
➢Partnered with IPG agencies internationally
WIP?
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APPROACH
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Paul Duffy
Chairman/ CEO, North America
Pernod Ricard Key Contacts
Brian Mequet
VP, Marketing
Pierre Berard
SVP, Spirits Marketing
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THANKYOU.