BRAND CULTURE
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BRAND CULTURE
Soap Opera is a unique structure that creates, produces and spreads innovative, purposeful and breakthrough ideas
that will make your brand’s storytelling part of people’s entertainment and cultural interests.
We believe that the main purpose of brands is to make people’s lives more exciting.
OUR BELIEF
Nowadays, if you want to drive consumer engagement and preference, you have to make people having fun, getting surprised and sharing a talk. You have to get them excited. You have to make your brand’s story a fundamental part of their entertainment and cultural interests.That’s where we come in: Soap Opera is an innovative, never-seen-before communication model. We combine intelligent consulting, engaging content and integrated production output to nurture and fulfil your brand culture expectations.We are built around a clear logic that works from end to end: from business, communication and marketing solutions, to fresh content creation and innovative implementation. We dedicate high-profile specialists in tailor-made teams to every project we undertake. This is how we build an aesthetic and purposeful world for your brand. This is how we create long-lasting relationships with your consumers: by mobilizing and unifying fields of expertise in order to touch, to move, to entertain.
Let’s create and spread your brand culture. Let’s surprise them. Let’s make them talk.
OUR ENGAGEMENT
Brands’ longevity and impact is connected to the level of their ‘owned and earned media’ resonance
(Disintermediation Model)
PAID / OWNED / EARNED MEDIA
CONVERSATIONAL FACTOR
25 %
28 %
18 %
10 %
11 %
9 %
The top passions shared on socal media
Fashion & Shopping
Music & Arts
Health & Sports
Movies & Television
Technology & Social Media
Food, Drink & Travel
©2013 Infographic by Azntaiji Multimedia & Social Radius.
NEW CONSUMERS’ MEDIA HABIT
PwC, Global Entertainment and Media Outlook, 2010-2015
Growth rate by segment in Russia and worldwide 2011-2015, %
20,813
16,57
158,6
156,5
12,15,6
11,23,5
10,88,2
10,76,1
5,82,4
4,93,5
4,2-1,1
3,61,9
1,71,9
Internet advertising
TV subscriptions
Internet access
TV advertising
Out-of-home advertising
Radio advertising
Video games
Filmed entertainment
Consumer magazines
B2B
Recorded music
Book publishing
Newspapers Russia World
SALES EXPECTATIONS
BBDO Worldwide / Mars - Based on 83 FMCG brands’ activity - 2012
9.4 purchases influenced
14.3 purchases influenced
17.0 purchases influenced
22.4 purchases influenced
Content (engage)
Conversation (contribute)
Community (participate)
Create (collaboration)
AB
ILITY TO
DR
IVE TA
LKR
EAC
H
engagement index 3.2
engagement index 4.9
engagement index 5.9
engagement index 7.7
Soap Opera is a strategic and creative structure that disrupts the paradigm of the communication industry. This new eco-system is enabling to create a specific brand culture and to enhance the consumers’ engagement, whatever the budget and the medium.
Soap Opera is the conductor that leads to embody the vision for your brand’s communication. Generating big ideas, sourced in the brands’ values, Soap Opera will be able to develop strategic platforms and transform them into creative ideas and innovations that transform consumers’ behavior and consideration.
The ideas will then be driven by units/specialists to create ownable and long-term storytelling, embracing a fast and flexible process for your brand and your campaigns.
Soap Opera is a business, strategic, creative and entertainment eco-system to bring Big Ideas from their
conception to implementation.
OUR CREATIVE EC0-SYSTEM
OUR CREATIVE EC0-SYSTEM
production house
art gallery creative space
knowledge platform
Our strategic and creative hub, the heart of the collective operations
MSK Eastside Gallery is not only a contemporary art gallery. This is a social place where great ideas are being born, talked about and spread around.
MSK Eastside Gallery is a place where organizations, companies, brands, artists, students are gathering to share what is new and interesting in the different domains of art, design, visual arts…
www.mskeastside.com
BSM is a one-of-a-kind production house, removing limits and conventions by embracing the new paradigm of consumers’ attention. 7 years in Russia and projects for MMOMA, Picnic Afisha, Moscow Museum, Publicis United, McCann Erickson, Saatchi & Saatchi, Draft FCB, BBDO, Ark Thompson, LAP Records, Conde Nast Publications, Afisha Publications, Propaganda Club, Crisis Zhanra, K35, Ru ARTs…
www.brainstormmanagement.com
Unleash.pdf is the online hub where new ideas are getting tracked, where exclusive information is shared and where trend spotting and intelligence are invigorating projects and visions for the brands and for the people.
www.unleashpdf.com
OUR CREATIVE EC0-SYSTEM
OUR ACTIVITIES
Strategy
Brand, Marketing and Communication Strategy
Cultural Strategy
Trend Setting
New Business Support and Consultancy (for agencies and service corporations)
Educational ‘Ad Hoc’ Program
Art management
Art Gallery
Art Direction & Consulting
Launch and Corporate Events
Talent Management
Art Concept and Development
Production
Film / Video Production
Visual / Photography Production
Design and Publishing
Entertainment Production
Creative Integrated Ideas, Brand Content and Expression
Soap Opera is an interesting mix of people, with different backgrounds and specialties, nourishing each other to bring to your brand an undisputable success.
We live according to the Monchu philosophy, an Okinawan word meaning ‘One Family’, a powerful community where we invite you. Our spirit is one of innovation, culture and art, collaboration and ideas, business and entertainment. We hold ourselves to high creative standards and our talent rules.
Our independence allows us the freedom to focus on what’s important and pursue ideas beyond conventional limits. We have the flexibility to adapt and to react. We’re brave, nimble and culturally diverse.
Soap Opera is not just a name; it’s a way of thinking that empowers, links, supports and transcends our group of people.
We make each other better.
OUR SPIRIT
OUR CORE TEAM
Franck Vinchon Founder/Partner Soap Opera Director Unleash.pdf
Zag Kaghado Founder/Partner Soap Opera Director BSM Production
Artist, Curator, Producer.
Born in US, New Jersey
Master’s Degree International Communication, Rutgers State University.
Participated and curated many exhibitions around the world Produced advertising campaigns for brands like Microsoft, Megafon, Mastercard, Coca Cola, Nike, Adidas…
Advertising Top Management, Strategist, (Screen) Writer
Born in France
Master’s Degree in Marketing & Communication, Sorbonne Paris
Worked in international networks (Y&R, Publicis, Saatchi & Saatchi, BBDO) for 17 years on brands/companies like P&G, Mars, Nestle, PepsiCo, Ikea, Toyota, MTS, Martini, General Mills, Monster.com International Accolades: Cannes Lions, Epica, Clio, D&AD…
Ja’Bagh Kaghado Founder/Partner Soap Opera Director BSM Production
Wildrik Batjes Founder/Partner Soap Opera Director MSK Eastside Gallery
Art Gallerist, Event Director
Born in France, French/Dutch
Bi-Master in Marketing, Paris and Cambridge
Participated in exhibitions around the world, specialist in auction and art business. Developed entertainment and art venues concept in Paris and Moscow
Artist, Photographer, Director, Curator
Born in US, New Jersey
Photography / Fashion Institute of Technology "FIT" NYC.
Exhibitions around the world to promote his art, developed many events in Russia and abroad. Participated and curated many exhibitions around the world Created advertising campaigns for brands like Megafon, Mastercard, Coca Cola, Nike, Adidas , John Galliano, Mac…
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