Gsk creative development approach final2 leslie

Building Blocks to Brand Love

Creative development hurdles A need to unlock BIG ideas and 360 degree platforms that drive real Brand Love

Weak brand character development

Too much focus on science as the differentiator

Not enough of an external facing view of how GSK brands compete for ears and eyeballs with so many other brands

Lack of consumer empathy- talk about them as if they belong to GSK Too few sources of

inspiring consumer insight

Prepared for Client Co Name Project Name or Code Name ConfidentialApril 9, 2023 3

How to achieve Brand Love

Build more powerful emotional connections

Penetrating target insight

Profound cultural understanding

Distinctive brand character creation

Creative optimization

360˚ Activation


Start with people, not product Gain real understanding of targets’ lives &

motivations Capture the deep-rooted needs and desires that

science must deliver on Probe how consumers use categories and how

brands fit into their lives

Techniques to unlock deep insight AV-id on line communities with tailor-made tasks

recorded over time and designed to capture creative/emotional and in-the-moment experiences Relationship to products/brands Deprivation

Immersive Ethnography to fully experience consumers lives and routines

Penetrating target insight


Pretask output for GI Digital Platform

Copers feel victimized by life and need emotional support from their GI products. I surely indulge and stuff my face.

Then to the sofa, to find my place.It doesn't take long until I feel the burn.

Ugh...not this again, to the medicine cabinet I turn.There it is, a bottle of relief, down it comes.

It's soothes and relieves, oh my bottle of Tums.I take two and chew them up and quickly swallow.

I vow to do better and in my self-pity, try not to wallow.

My indigestion…

Penetrating target insight for Tums


Complement target insight with a fresh cultural perspective Bring to light the things consumers can’t tell us:

the cultural and social contexts that shape their behavior and actions.

Decode the meanings behind the messages that influence the way they think about the world.

Communications Decoder Methods Analysis of ads/packs/social media to define and

map category, brand codes and/ or concepts such as ‘pain’ or ‘energy’,

Identification of recurring themes or ‘territories’ that group codes together

Stretch to adjacent categories to inspire ideas for fresh expression that can springboard directly into creative development

Profound cultural understanding


Stop looking for expressions of superior efficacy. Find the most compelling way to convey relief.

Profound cultural Insight for Advil


Craft a unique brand personality to combat parity So often it is not what, but how things are said

that we remember Defining the unique ‘human’ qualities of a brand,

such that we know it like a familiar person, is a sure way to build deeper emotional connections and loyalty with our audience.

But 4 or 5 words can’t provide adequate depth and clarity as to who a brand is.

Building Brand Character The CharacterLab™ method, based on Jungian

principles, measures the intensity of a brand’s current archetypes against those of competitors.

Results are used as a framework to orient brand character choices and develop rich character portraits, with precise guidelines for how the brand should speak and behave.

Distinctive brand character creation


Turn respect into love.Reconnect with moms. Show them you understand the reality and aspirations of modern parenting while embracing a warmer, wiser and more joyful character.

Distinctive brand character creation for Pampers


Bring consumers into the creative development process early Consumers rarely generate good creative ideas. But they can help to determine whether an idea

has legs. And they can help creative teams to understand how to make a good idea great.

Very early-stage creative concepts can be explored with greater freedom and lower risk, giving an indication of potential and pointers for further development

OptimizerTMing Creative Routes Optimizer™ is a ‘hot recycling’ approach that

efficiently maximizes the potential of each idea. Consumers discuss each creative concept while

the creative/client team observes and assesses reactions in the light of key objectives

First-hand feedback allows creatives to quickly hone the ideas felt to have most potential, These refined ideas are then submitted to the next round of groups for validation.

Iterative creative optimization


Nature without artificeThe Naturalness territory is overused. Optimizer helped us to choose the most stand-out creative idea to express Nature Valley’s brand of naturalness: ‘Nature without Artifice.’

Iterative creative optimization for Nature Valley


Ensure the brand is mobilized for 360˚ action The best brand strategy is powerless if not

activated across relevant target touch-points. Increasingly, TV is no longer the primary vehicle.

A campaign’s actionability must be pressure-tested beyond traditional media and across multiple channels.

The 360˚ Activation sessions An inspiring experience for client and (multiple)

agency teams that combines deep brand immersion with co-creation of the 360˚ action plan.

Brand immersion leads to identification of a ‘big idea’ activation platform which is used to ideate across key touch points, using a day in the life consumer journey exercise.

Teams leave the room aligned behind an exciting action plan rooted in the brand’s character and including clear next steps/commitments.

360˚ Activation


True 360˚ planning helped a cross-functional client/agency team to reach beyond TV to all potential points of encounter. Shared experience built buy-in to a clear activation plan. Roll-out of the activation program is underway following a successful launch.

360˚ Activation for Martell

Automotive

Gsk creative development approach final2 leslie