THE WORLD OF ADVERTISING Presented by : Rozz Algar – Group Marketing Director
Feb 25, 2016
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:
WHOHOW
WHAT
DEVELOP A STRATEGIC PLATFORMVISION DAYS
BRAND MANIFESTOS
UNDERSTANDING THAT EXTRA IS NOT ABOUT BREATH FRESHENING, IT’S ABOUTSOCIAL CONFIDENCE TOOK THE BRAND FROM £45M TO £162M
DEVELOP BUSINESSIDEAS; NOTCOMMUNICATIONSIDEASBIGA 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
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!