ObjectiveObjective

Explore the creative service process Explore the creative service process using Stage Gateusing Stage Gate

Optimize procedures within Agency Optimize procedures within Agency in order to achieve more relevant in order to achieve more relevant content generationcontent generation

AgendaAgenda

Mission, goals and definitionsMission, goals and definitions Challenges and Success factorsChallenges and Success factors Questions from the outsetQuestions from the outset Principles of Information GatheringPrinciples of Information Gathering Stage Gate ProcessStage Gate Process

MissionMission

To enhance the creative partnershipTo enhance the creative partnership

between agencies and clients in the between agencies and clients in the area ofarea of

integrated marketing and integrated marketing and communications communications

What is meant by…What is meant by…

Agency: A fully integrated service organization that contracts with businesses to manage their marketing needs such as design, Marketing and technology .

Marketing campaign: go-to-market strategy the client and agency undertake to achieve awareness of a product or service

Questions from the OutsetQuestions from the Outset

What does the campaign want to What does the campaign want to achieve

Why are we choosing a specific route to Why are we choosing a specific route to reach our objectivereach our objective

How does this method lead us to How does this method lead us to accomplishing the objectiveaccomplishing the objective

When will this campaign take pleaseWhen will this campaign take please Where will the campaign/Plan take placeWhere will the campaign/Plan take place

Agency Challenges in the Creative ProcessAgency Challenges in the Creative Process

Many Agencies are all things to all people

Spend time planning but deliver poorly on execution

Discovery phase either science or art. Little have right balance

Past similar campaigns lead to inappropriate comparisons

Little Homework about context

Moving from Stages too fast

Subjective data utilization

No cross functional team

Little integration between department on a procedural level

Lack of understanding of merits of new media, “is like former media, only online.

Aim of agency is to ‘milk the cow’, not produce best practice

Success Factor to Campaign Planning Success Factor to Campaign Planning and Executionand Execution

Avoid Me/too Product by not relying too much on what has been done

Relevant customer messaging

Strong customer orientation through advanced digital techniques

Senior management Involvement throughout Stage/Gate

Flawless execution

Well defined message-to-product techniques

continuous Intelligence gathering internal/external stages of campaign

Media has no borders, content relevant to international audience

Leverage core competencies from and build on them throughout campaign

Funnel process with, speed, accuracy, completeness, consistency

Appropriate, cross functional teams at play with strict GO/Kill filter points

Successful OutcomeSuccessful Outcome competitive advantagecompetitive advantage

IdeasIdeas Outstanding and Outstanding and relevantrelevant ideasideas

Quality of ExecutionQuality of Execution

Customer voice Customer voice Market intelligenceMarket intelligence

Overriding Principles of Information Overriding Principles of Information GatheringGathering

Focus, PrioritizeFocus, Prioritize

Discovery,Discovery,What has worked What has worked

In the pastIn the past

Stage Gate ProcessStage Gate Process

Brief Specs

Plan executionAnd evaluation

FeasibilityScoping

The B-case

Externals

Gate

Gate

Gate

Gate

Measurement matrix Of Evaluations

Gate

Ideation and discovery in campaign possibilities

Go/Kill test in line with business case, budget, objectives

Begin implementing cross departmental strategy supporting B-case

Cross departmental strategy, assembly material and external coordination with 3rd Parties

Sound barrier

Sound barrier

Texturized launch, print, broadcast and radio

Funneling

Ideas

Go/KillInternal

Go/KillExternal

Media Message Context

Technical focus

Vertical Focus

Audience and Geo Location

Campaign

Print, Broadcast etc..What are we saying Context we are in

Conceptual Framework

Stage 1-2 Brief Specs and Stage 1-2 Brief Specs and FeasibilityFeasibility

Silo Approach Information Gathering

Integrated Intelligence Gathering

Bra

insto

rmin

g/Id

eatio

n

Inte

rnet S

earc

h F

ocu

s/ G

rou

ps h

Lib

rary

Searc

h

Con

cep

t Test

User T

est

Mark

et O

pp

oru

nity

Searches

Concept Testing

Market Opportunity

Brainstorming

Team Team Team Team

Team Manager

Cross Functional Project Manager

Management Debrief

Set against guidelinesStrategic Alignment

Gate 1Gate 1

Would the ideas at stake fit the client’s Would the ideas at stake fit the client’s needsneeds

Would you have the resources required Would you have the resources required to undertake this ventureto undertake this venture

Would the proposed ideas differentiate Would the proposed ideas differentiate from what is currently in the marketfrom what is currently in the market

Would current market trends and Would current market trends and intelligence suggest this type of take is intelligence suggest this type of take is appropriateappropriate

Would Alphas and Beta show good Would Alphas and Beta show good prospectsprospects

No MUST CriteriaNo MUST Criteria

Sound barrier

Go/KillInternal

Would Stage

The Relevant Business case

The Business case Collage

Stage 3: B-CaseStage 3: B-Case

Media Relations

PRMarketing

Finance

Operations

Production

Direct Marcom

Promotion

Make it Happen

Media Relations

Promotions

PR

Operations

Finance

Production

Direct Marketing

Marketing

Sound Business

CaseAccount

Management

Stage 3: Business CaseStage 3: Business Case

Synthesized concept and

business approach

Coherent marketing and

consumer relation

Implementation of Value-add idea

Realistic cost analysis

Clear Business definition of

campaign benefits, attributes

Marketing Plan mirroring the

Business plan

Working backwards to fit existing

assets into a Business Case.

Arbitrary set of criteria which the

board look at for evaluating B-case

Because of Collage system, each

silo department is off message.

No clear vision of financials

Incoherent business and

Marketing planCritical Stage

B-CaseB-Case Do we move from a Business college to

a thorough proposition

Do we effectively gather all analysis and decide if the product addresses consumer needs

We think, we want but DO are the ideas Competitive and Attractive

Do we have feasible technical and financial feasibility.

Do we have a unique proposition to our key audiences

Do we have a viable campaign execution potential

Do we have any legal variables which must be taken into consideration (Brand specs)-limiting

Do we have enough customer feedback of likelihood of success

Do we have all spheres of the campaign in sync if moving forward

Do the ideas put forth add to the bottom-line

Must Meet criteria

DOES the campaign have a long term sustainable competitive advantage

Does the campaign yield an immediate increase in sales..

Sound barrierGo/KillInternal

Does Stage

Stage 4 ExternalizeStage 4 Externalize

Go-to-market Bookings

Promotions

Online

RadioBroadcast

Print

Go-to-market Bookings

Promotions

Online

RadioBroadcast

Print

ExternalizeExternalize Parallel and integrated

marketing operations

Extend working model to engage with Third parties

Work on harmonizing Alpha and Beta and in house tests with External entities such as TV station, Radio etc..

Intelligence gathering from external entities before launch (market attractiveness, definitions etc.)

Financial realities kick in and adjustments

Integrate launch plans

Booking all the media space

Is the targeted media briefed on Dates/Times

Account teams up to speed on all steps of externalization process

Gathering preliminary findings of market response though Third

Gate 1Gate 1

Must Meet criteria to move on to Execution

Does the plan properly integrated all medium (with 3rd parties)

Have the spots been produced according to brand standings

Are all Betas signed off by all concerned departments

Is the developed campaign consistent with original definitions

Sound barrier

Go/KillExternal

Stage 5: Plan Execution and LaunchStage 5: Plan Execution and Launch

Coherently acting out the overall marketing plan

Acting out all planned activities internally as well as externally

Run final details and amendments by client

Market monitoring till the days of launch

Irrelevant Gate

4, 3, 2, 1,

All floodgates

open door to

full launch

campaign and

Implementatio

n of marketing

launch plan

‘The rabbit is out of the hat’

Stage 6 and Post launch reviewStage 6 and Post launch review

Review costsReview costs

Review profitsReview profits

Review strengthsReview strengths

Review weaknessesReview weaknesses

Review what Review what learnedlearned

Thank YouThank You