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Graham Page, EVP Head of Global Solutions
MULTIPLE AND CONFLICTING PERSPECTIVES ON WHAT THE MARKETING IMPERATIVE TO MAXIMISE GROWTH SHOULD BE
SALIENCE:top of mind awareness, the quality of standing out and grabbing attention
SALIENCE IS UNDENIABLY IMPORTANT
0 40 80120
160200
Salience index of different brand types
Source: Brandz
IconicStar
MainstreamGeneric
AspirationalLimitedFighter
OutsiderSpecialist
AUDIO VISUAL CHANNELS PLAY AN IMPORTANT PART IN DELIVERING SALIENCE
TV
Online Video
+2.41%+1.22%
0
% U
plift
in m
etric
pos
t exp
osur
e
+1.15%
Magazines
Source: Magnetic/Millward Brown 2015Setting trends measure: Online video n=8, TV n=60, Mags n=16, Radio n=17, News n=17, Online Display n=54, OOH n=37, Cinema n=15. 88 UK studies. Impact per person reached.
THE POTENTIAL AND UNINTENDED CONSEQUENCE OF PURSUING SALIENCE ALONE
VALUABLE BRANDS HAVE FIVE KEY PROPERTIES
Consumers feel an
affinity for them
Consumers feel they will
perform well and
meet their needs
They are seen as different
or unique in the category
They are dynamic and set category
trends
They are top of mind to consumers
Meaningful DifferenceMillward Brown Meaningfully Different Framework 2013
Salience
BEING MEANINGFULLY DIFFERENT MATTERS
Meaningful Difference Salience
216163 160165
123153
Brand perceptions among repeat & non repeat buyers
Repeat buyer Non-repeater
Brand buyers who go on to repeat purchase are more likely to perceive brands as meaningful and different, but salience makes little difference
1. CLOSER LINK BETWEEN MEANINGFUL DIFFERENCE AND REPEAT PURCHASE
Source: Combined MB & Worldpanel study, actual purchase behaviour and attitudinal data
2. SALIENCE FAILS TO PREDICT PRICE PREMIUM
Source: PowerPurchase studies, 42 different brands
BUT MEANINGFUL DIFFERENCE DOES…
Low M
eaningfu
l Differe
nce
Medium M
eaningfu
l Differe
nce
High M
eaningful D
ifference0.002.004.006.008.00
Brand-Driven Price-Driven
Aver
age
Pric
e Pa
id
Source: PowerPurchase studies, 42 different brands
3. A ‘MEANINGLESS’ BRAND THAT INCREASES SALIENCY WILL GROW
Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ
BUT DRIVING SALIENCY FOR A MEANINGFULLY DIFFERENT BRAND WOULD DRIVE SALES EVEN MORE
They have the foundation and competitive edge to maximise growth
Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ
DifferentMeaningful Salient
Foundation Competitiveedge
Growthlever
BRANDS NEED MEANINGFUL DIFFERENCE AS WELL AS SALIENCE
HOW DO WE HELP GUIDE BRANDS THROUGH THEIR MEDIA CHOICES?
MEANINGFUL:having a real importance or value to consumers that delivers against their functional and emotional needs
PERONI ACHIEVES AFFINITY BY DIALING UP HERITAGE
2008 2010 2012 2014 201580
85
90
95
100
105
110Peroni - Affinity
BIG VISUAL IMPACT MEDIA ACHIEVE BRAND AFFINITY
Cinema
Magazines+3.62%+1.53%
% U
plift
in m
etric
pos
t exp
osur
e
+1.89%
OOH
Source: Magnetic/Millward Brown 2015Affinity Measure: OOH n=12, TV n=15, Newspaper n=8, Online display=10, Radio n=8, Magazine n=3, Cinema n=9, Online video n=3
MANY HEALTHCARE & FINANCE BRANDS HAVE DRIVEN SUCCESS THROUGH FUNCTIONAL NEEDS
BUPA
Nurofen
Colgate
Pampers
Visa
0 20 40 60 80 100 120 140 160 180
Meets Needs Index
INFORMATIVE MEDIA CONVEY THAT A PRODUCT OR SERVICE MEETS NEEDS
Newspapers
Magazines+1.32%+0.83%
% U
plift
in m
etric
pos
t exp
osur
e
+1.08%
TV
Source: Magnetic/Millward Brown 2015Setting trends measure: OOH n=13, TV n=19, Newspaper n=3, Online disp. n=19, Radio n=6, Magazine n=7, Cinema n=7, Online video n=4
DIFFERENTIATION:to achieve a level of separation from other brands in the category due to sense of uniqueness or dynamism
JAGERMEISTER STANDS OUT
MeaningfulIndex
SalientIndex
0 20 40 60 80 100 120 140 160 180
Jagermeister
TARGETED, PREMIUM CHANNELS CONTRIBUTE TO UNIQUENESS
Cinema
Radio+3.50%+0.71%
% U
plift
in m
etric
pos
t exp
osur
e
+2.49%
Magazines
Magazine media has a diverse creative canvas
that allows successful delivery of
differentiation
AUDI STAND APART THROUGH LEADERSHIP CREDENTIALS
2014 2015 20160
20406080
100120140160180
Audi - Difference index
SPECIALIST CHANNELS ACHIEVE DYNAMISM
Cinema
Radio
+2.86%+0.83%
% U
plift
in m
etric
pos
t exp
osur
e
+1.45%
Magazines
Specialist knowledge of magazine editors and
their trusted voice on new trends
means they successfully deliver
differentiation
Salient
MAGAZINES UNIQUELY IMPACT CONSUMERS STRONGLY ACROSS ALL FIVE OF THE KEY MDF METRICS
NewspapersMagazines TV Online Display Radio OOH Cinema Online Video
Media ranking by metric (top 3 shown)
Source: Magnetic/Millward Brown 2015 See additional slides for samples of individual metrics
Meaningful
Difference
Salience
Meets Needs
Brand affinity
Unique
Sets Trends
123
3 2 1
3 2 1
2 3 1
1 2 3
A MEANINGFULLY DIFFERENT IMPACT
affinity
meet their needs
unique
dynamic
top of mind
WE CREATED A SINGLE METRIC WHICH AGGREGATES
CHANNEL PERFORMANCE ACROSS ALL FIVE METRICS.
WE REFER TO THIS AS MEANINGFULLY
DIFFERENT IMPACT
MEANINGFULLY DIFFERENT IMPACT
Magazines and Cinema excel at helping
brands deliver a meaningfully
different impact for consumers
TV
Cinema
+1.77%+0.89%
% U
plift
in m
etric
pos
t exp
osur
e
+1.59%
Magazines
Source: Magnetic/Millward Brown 2015MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9
COST PER 1% MDI CONTRIBUTION
Magazines have the lowest overall cost to
deliver 1% of MDI
NewspapersMagazines TV Online Display Radio OOH Cinema
£0.55m £1.62m £3.32m £2.64m £1.45m £3.98m £3.99m
Source: Magnetic/Millward Brown 2015 MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9 *Low base size
CONCLUSION> SALIENCE IS UNDENIABLY IMPORTANT AS A GROWTH LEVER
> MAGAZINE MEDIA IS A CONSISTENT ALL ROUNDER IN DELIVERING BRAND EQUITY
> MEANINGFUL DIFFERENCE IS A POWERFUL LONG-TERM BRAND DRIVER
> MAGAZINES ARE THE MOST COST-EFFICIENT CHANNEL IN THE MIX, AND PARTICULARLY STRONG AT DRIVING DIFFERENTIATION FOR A BRAND
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