THE WORLD OF ADVERTISING Presented by : Rozz Algar – Group Marketing Director

THE WORLD OF ADVERTISING

Presented by :

Rozz Algar – Group Marketing Director

WHY DO BUSINESSES NEED MARKETING?

• INCREASE SALES OF PRODUCTS

• RAISE BRAND AWARENESS

• STAND OUT FROM THE CROWD

• BEAT THE COMPETITION

WHERE DO WE SEE BRANDS

LOGOS

TV

PRESS

RADIO

MAGAZINES

PACKAGING

POINT OF SALE

EXHIBITIONS & EVENTS

STAFF CONFERENCES

PR

SHOP FRONTS / WINDOWS

POSTERS

PROMOTIONS

DIRECT MAIL

WEBSITES

E-MARKETING

SPONSORSHIP

WORD OF MOUTH

WHAT DOES AN ADVERTISING AGENCY DO?

• WORKS WITH THE CLIENT TO DEVELOP BRAND COMMUNICATION & STRATEGY

• UNDERSTANDS THE MARKET AND THE TARGET AUDIENCE

• DESIGN AND PRODUCE MARKETING COLLATERAL

THE ADVERTISING PROCESS• RESEARCH THE TARGET AUDIENCE

• DEVELOP THE STRATEGIC PLATFORM

• DEVELOP THE ‘IDEA’

• PLAN AND NEGOTIATE MEDIA PROGRAMMES

• PRODUCE THE MARKETING COLLATERAL (POSTER, PRESS, TV, WEBSITE, DM)

WHY IS RESEARCH SO IMPORTANT?

HELPS YOU TO KNOW THE:

WHO

HOW

WHAT

DEVELOP A STRATEGIC PLATFORM

VISION DAYS

BRAND MANIFESTOS

UNDERSTANDING THAT EXTRA IS NOT ABOUT BREATH FRESHENING, IT’S ABOUTSOCIAL CONFIDENCE TOOK THE BRAND FROM £45M TO £162M

DEVELOP BUSINESSIDEAS; NOTCOMMUNICATIONSIDEAS

BIGA STRUCTURE AND CULTURE DESIGNED TO GENERATE BIG, BUSINESS-BUILDING IDEAS.

STRETCHYCHANNEL NEUTRAL IDEAS THAT LAST.

COMMERCIALGEARED AROUND RESULTS.

‘PAIN RELIEF WITHOUT PILLS’ AND ‘BAZUKA THAT VERRUCA’ HAVE STOOD THE TEST OF TIME AND STILL DELIVER.

DEVELOPING CONCEPTS• BRAINSTORMING IDEAS

• IDEAS CAN COME FROM A WORD, AN IMAGE OR AN IDEA

• CHECKING IT MATCHES THE CLIENTS BRIEF AND THE TARGET AUDIENCE

• CHECK IT’S NEW, ORIGINAL AND HAS STANDOUT

SOLUTIONS THAT MEET THEIR NEEDSUNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS

100% FOCUSSED ONTHEIR SUCCESS

80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS.

EMPLOYER BRANDPERSONAL

DEVELOPMENTMANAGEMENT DEVELOPMENT

ORGANISATIONAL DEVELOPMENT & HR

STRATEGYE-LEARNING

SOLUTIONS TO MEET THEIR NEEDS

80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS.

ADVERTISINGCORPORATE

COMMUNICATIONDIRECT MARKETING

PACKAGINGTV PRODUCTION

PRINT

UNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS

100% FOCUSSED ONYOUR SUCCESS

SELECT THE RIGHT CHANEL

UNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS

100% FOCUSSED ONTHEIR SUCCESS

80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS.

CONFERENCINGEXHIBITION

RETAIL DESIGN ANDPROMOTION

EXPERIENTIALSALES PROMOTION

SOLUTIONS THAT MEET THEIR NEEDSUNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS

100% FOCUSSED ONTHEIR SUCCESS

80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS.

DATABASE MANAGEMENT

MOBILE MARKETINGVIRAL & ENEWSLETTERSWEBSITE DEVELOPMENT

SEARCH/PPCONLINE

MARKETING

SOLUTIONS THAT MEET THEIR NEEDSUNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS

100% FOCUSSED ONTHEIR SUCCESS

80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS.

MEDIA RELATIONSINFLUENCER RELATIONS

CRISIS PLANNING & MANAGEMENT

PROMOTIONS & EVENTS

SPONSORSHIP

PLANNING THE MEDIA

• CHOOSE RIGHT MEDIA FOR TARGET AUDIENCE

• CHOOSE RIGHT TIME –DAY, WEEK, MONTH OR SEASON

• MAXIMISE THE BUDGET

STRENGTH BUILTON SUCCESS

• ONLY TOP 20 UK AGENCY OUTSIDE LONDON

• 350 COLLEAGUES

• £50 MILLION TURNOVER

• 30 YEARS OF GROWTH

• OUR PEOPLE ARE 2 TIMES MORE LIKELY TO STAY WITH US THAN THE INDUSTRY AVERAGE

• AND OUR CLIENTS STAY WITH US 4 TIMES LONGER THAN OTHER AGENCIES’ CLIENTS

• CARBON NEUTRAL

CAREERS IN MARKETING• MARKETING DEPARTMENTS WITHIN BUSINESSES

• ADVERTISING AGENCIES

• SALES PROMOTION/ EXPERIENTIAL AGENCIES

• INTEGRATED AGENCIES

• EVENTS ORGANISERS

• PRINTERS

• TV PRODUCTION & EDITING

Careers in Agencies• CLIENT SERVICES

• STRATEGIC PLANNING

• MEDIA PLANNING

• ART DIRECTION

• COPY WRITING

• WEB PROGRAMMERS & DESIGNERS

• HR & ADMIN

• FINANCE

IN MARKETING YOU CAN FLY!