MARK RITSON - thinkTV · 2019. 11. 18. · Marketing or Brand Objectives. Increase Consideration among blue collar workers ... campaign duration

EffectivenessThe Top 10 Drivers

MARK RITSON

5,900

In Reverse Order…

10.Enough Research

9. A Handful of Objectives

8. Realistic Differentiation

7. Multi-Channel Mix

6. Long & Short

5. Mass & Targeted

4. Sufficient ESOV

3. Codes, Applied, Ridiculously

2. Creativity

1. Brand Size

Least

Most

10

6

Research#

Research

Aw

ard

Sco

re

Research Level

None Low/Avg High

0.6

0.4

0.2

0

0.28

0.39 0.38

n=5,894

Does Research Increase Effectiveness?

9

9

Strategic Objectives#

Objectives – The Signal of Strategy

Business

Aspirations

Reverse sales

decline

Tactical

Goals

Get 400,000

Social mentions

Increase Consideration among

blue collar workers

from 15% to 65% by June 2016

Marketing or Brand

Objectives

Increase Consideration among blue

collar workers

from 15% to 65% by June 2016

Marketing or Brand

Objectives

How Many Objectives?

How Many Objectives?aw

ard

sco

re

# of strategic objectives

1 2 3 4 5..

0.6

0.4

0.2

0

0.28

0.390.35

n=5,645

0.390.44

8

13

Differentiation#

Differentiation

Rosser Reeves

USP

Ries & Trout

Own a Single Idea

Byron Sharp

Differentiation?

Simon Sinek

Purpose Relative

Relative

to…

• Salience• Competitors• Other Brand Associations

• Different Names• Here & Know• Availability• In my size• In red

awar

d s

core

degree of differentiation

None Somewhat High

0.8

0.6

0.4

0.2

0

0.390.44

0.79

n=4773

Does Differentiation Pay?

7

16

Multi-Channel#

UK Campaign of 2018

More Channels = More Effectivenessaw

ard

sco

re

# of channels used1 2 3 4 5 6 7 8 9 10

0.6

0.4

0.2

0

0.21

n=4,855

0.22

0.33

0.39 0.39 0.370.34

0.420.38

0.42

29% 31% 24% 8% 8%

1 Channel 2 Channels 3 Channels 4 Channels 5 Channels

3,200 Campaigns 2010 - 2015

+19% +23% +31% +35%

Multi-Channel Communication

The Lost Secret Formula of Synergy

A x B > 2a or 2b

% increase in average number of very large business effects from adding TV

29%

20%

17%15%

10%

7%6% 6%

3% 2%

TV Outdoor Radio Press DM Online PR Promos Sponsorship Cinema

Source: Marketing Effectiveness in the Digital Era, 2016, Binet & Field / IPA Base: all IPA cases

Different Catalytic Effects

6

22

Long & Short#

PeterField

LesBinet

Is Long better than Short?aw

ard

sco

re

campaign duration

<3M <6M <12M 12M+

0.6

0.4

0.2

0

0.31 0.28

0.48

n=5,6450.36

Op

tim

um

Bu

dge

t Sp

lit %

Source Peter Field / IPA Databank

100

90

80

70

60

50

40

30

20

10

0FMCGFinancial

ServicesRetail Other

ServicesB2B

20

80

36

64

40

60

49

51

54

46

Activation

Brand

NFP

56

44

The Long & The Short of It

Actual

70+

Prescription Practice

?

26

The Long & The Short of It

The Growth in Short Termism

Sub 12 Month Window

Sale

s U

plif

t o

ver

Bas

e

Time

Why is there Such a Difference?

Sub 12 Month Window

Sale

s U

plif

t o

ver

Bas

e

Time

3X ROI

Why is there Such a Difference?

30

“You have to produce results in the short term. But you also have to produce results in the long term.

And the long term is not simply the adding up of short terms.”

Peter Drucker

31

“You have to produce results in the short term. But you also have toproduce results in the long term.

And the long term is not simply the adding up of short terms.”

Peter Drucker

“Efficiency is doing things right;

Effectiveness is doing the right things.”

Hugh Johnston, Pepsico CFO

“Any idiot can do short term. Any idiot can do long term.The trick is to do both.”

Three CMOs

50% Long50% Short

60% Long

40% Short

5

34

Targeting & Mass#

I’m not a great believer in targeting. Our target is about seven billion people sitting on this planet. Our task is to reach as many people as we can; to get them to notice us and remember us; to nudge them; and, hopefully, get them to buy us once more this year.

Bruce McColl

Picture here

We targeted too much, and we went too narrow, and now we’re looking at what is the best way to get the most reach but also the right precision?

Marc Pritchard

Picture here

100%

80%

60%

40%

20%

0%2011 2012 2013 2014 2015 2016 2017

Pro

po

rtio

n o

f aw

ard

win

ne

rs

n=5,8352011 2012 2013 2014 2015 2016 2017

A Growth in Mass Marketing

100%

80%

60%

40%

20%

0%2011 2012 2013 2014 2015 2016 20172011 2012 2013 2014 2015 2016 2017

A Growth in Mass MarketingP

rop

ort

ion

of

awar

d w

inn

ers

n=5,835

100%

80%

60%

40%

20%

0%2011 2012 2013 2014 2015 2016 2017

Pro

po

rtio

n o

f aw

ard

win

ne

rs

n=5,835

A Growth in Mass Marketing

Byron Sharp

Sophisticated Mass Marketing

Mass Marketing versus Target Marketing

awar

d s

core

TargetSegments

MassMarketing

0.45

0.35

0.6

0.4

0.2

0n=5,645

awar

d s

core

0.6

0.4

0.2

0

TargetSegments

MassMarketing

0.45

0.35

n=5,645

Mass Marketing versus Target Marketing

Binet & Field, IPA Data

Long & Short Approaches to Targeting

Binet & Field, IPA Data

Long & Short Approaches to Targeting

MasterbrandCategory

Link the POV to Products Make the POV Famous

Persuasion Emotional Connection

Cultural ResonanceMental Availability

Sales

Category

Link the POV to Products

Persuasion

Mental Availability

MasterbrandCategory

Link the POV to Products Make the POV Famous

Persuasion Emotional Connection

Cultural ResonanceMental Availability

Sales

$1 delivers $4.42

A Two Speed Brand Plan

4

49

ESOV#

John Philip Jones

ESOV

25%

20%

15%

10%

5%

0%

25%20%15%10%5%

Shar

e o

f V

oic

e (

%)

Market Share (%)

EquilibriumESOV= 0

=SOV-SOM

ESOV

25%

20%

15%

10%

5%

0%

25%20%15%10%5%

Shar

e o

f V

oic

e (

%)

Market Share (%)

EquilibriumESOV= +1

=SOV-SOM

ESOV

25%

20%

15%

10%

5%

0%

25%20%15%10%5%

Shar

e o

f V

oic

e (

%)

Market Share (%)

EquilibriumESOV= 0

=SOV-SOM

+1-10

ESOV

25%

20%

15%

10%

5%

0%

25%20%15%10%5%

Shar

e o

f V

oic

e (

%)

Market Share (%)

EquilibriumESOV= +1

=SOV-SOM

0.5% to 0.7% SOM Per Annum

ESOV

25%

20%

15%

10%

5%

0%

25%20%15%10%5%

Shar

e o

f V

oic

e (

%)

Market Share (%)

EquilibriumESOV= +16

=SOV-SOM

2013-2019 3% to 6%£2.4bn ($4bn)

ESOV =SOV-SOM

3

57

Codification#

Differentiation? Distinctiveness?filling

The Two D’s

treatsnack

light

Differentiation? Distinctiveness?

Differentiation? Distinctiveness?Positioning Codes

• Logo

• Shapes/Patterns

• Colours

• Founders

• Font

• Packaging

• Characters

• Product Cues

• Locations

• Celebrities

123

124

92

111

110

109

102

100

92

87

codes = distinctive brand assets = distinctive assets

What Do Codes Do?

1. Maintain Salience

What Do Codes Do?


2. Shorten the last 2 feet

What Do Codes Do?



3. Advertising Linkage




What Do Codes Do?




4. Bolster Brand Image

What Do Codes Do?





5. Brand Revitalisation

What Do Codes Do?





5. Brand Revitalisation

6. Bridge the Long & Short

2

72

Creativity#

100%

80%

60%

40%

20%

0%

2011-2015 Media FocusP

rop

ort

ion

of

Entr

ies

n=4,232

2010 2011 2012 2013 2014 2015 2016 2017

Media Dominant

Shit that arrives at the speed of light is still shit.

David Abbott

Shit that arrives at the speed of light, is still shit.

9% 2%

47%

15%22%

5%

TargetingContext

Creative

Brand

Recency

Reach

The Effective Power of Creative

The Effective Power of Creative

1

78

Brand Size#

A Twist in the ESOV

25%

20%

15%

10%

5%

0%

25%20%15%10%5%

Shar

e o

f V

oic

e (

%)

Market Share (%)

+ESOV

-ESOV

Equilibrium

Factors Driving Advertising Profitability

Paul Dyson 1,500 Campaigns

Factors Driving Advertising Profitability

Ranking Factor Profit Multiplier

1

2

3 Geographic Budget Setting 5.00

4 Portfolio Budget Setting 3.00

5 Multi-Channel Campaigns 2.50

6 Budget Setting across Variants 1.70

7 Cost & Product Seasonability 1.60

8 Product vs Equity vs Season 1.40

9 Laydown of Spend over Time 1.15

10 Target Audience 1.10

Creative Execution 12.00

Brand Size & Share 18.00

the wrong fables

But I’m A Small Brand?

To be effective….

10.Enough Research




6. Long & Short

5. Mass & Targeted

4. Sufficient ESOV


2. Creativity

1. Brand Size

It’s Not a Collection

10.Enough Research




6. Long & Short

5. Mass & Targeted

4. Sufficient ESOV


2. Creativity

1. Brand Size18x12x

2.5x

..but they are not discrete

10. Enough Research




6. Long & Short

5. Mass & Targeted

4. Sufficient ESOV


2. Creativity

1. Brand Size


10. Enough Research




6. Long & Short

5. Mass & Targeted

4. Sufficient ESOV


2. Creativity

1. Brand Size


10. Enough Research




6. Long & Short

5. Mass & Targeted

4. Sufficient ESOV


2. Creativity

1. Brand Size

2500+campaign observations3+years

TV Advertising Effectiveness

10.Enough Research




6. Long & Short

5. Mass & Targeted

4. Sufficient ESOV


2. Creativity

1. Brand Size

Thank you

MARK RITSON - thinkTV · 2019. 11. 18. · Marketing or Brand Objectives. Increase Consideration among blue collar workers ... campaign duration

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