Post on 06-Apr-2018
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STAYING AHEAD IN THE GAMESTAYING AHEAD IN THE GAME
LEO BURNETTS STRATEGY FOR THE SAMSUNG BUSINESS - 2012
12.01.2012
LEO BURNETTS STRATEGY FOR THE SAMSUNG BUSINESS - 2012
12.01.2012
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POINTS TO PONDERPOINTS TO PONDER
Who is the TG
Current dynamics
Where do we fall short
Whats the plan now
Who is the TG
Current dynamics
Where do we fall short
Whats the plan now
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WHO IS THE TGWHO IS THE TG
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WHO IS THE TGWHO IS THE TG
Primary TG: Marcom Team
Always second guess (on what the senior management would be thinking of)
Operate without a periodical plan (get adhoc and random product launch briefs from
the product team mostly with a weeks deadline)
Always in a hurry (Will call with a model name in the afternoon and ask for the poster
artwork by evening)
More often than not chose between two agencies in anticipation of a quicker
delivery
Shuttle between the agency and the product team for quick approvals and
rushed delivery of artworks/material
Primary TG: Marcom Team
Always second guess (on what the senior management would be thinking of)
Operate without a periodical plan (get adhoc and random product launch briefs from
the product team mostly with a weeks deadline)
Always in a hurry (Will call with a model name in the afternoon and ask for the poster
artwork by evening)
More often than not chose between two agencies in anticipation of a quicker
delivery
Shuttle between the agency and the product team for quick approvals and
rushed delivery of artworks/material
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WHO IS THE TGWHO IS THE TG
Secondary TG:
Product Team
Work under rushed timelines for product launch
Have the first say on the budget and mostly decide on the scale of
product launch, often resulting in POS campaigns irrespective of the
requirement.
Key decision maker on all creatives with zero interaction with the agency
(No clarity if this functions in a similar manner for Cheil).
Top Management
LBs perception is as shaped by Marcom teams
Secondary TG:
Product Team
Work under rushed timelines for product launch
Have the first say on the budget and mostly decide on the scale of
product launch, often resulting in POS campaigns irrespective of the
requirement.
Key decision maker on all creatives with zero interaction with the agency
(No clarity if this functions in a similar manner for Cheil).
Top Management
LBs perception is as shaped by Marcom teams
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CURRENT DYNAMICSCURRENT DYNAMICS
WELCOME TO
SAMSUNG
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WHAT ARE THE REQUIREMENTS AT SAMSUNGS ENDWHAT ARE THE REQUIREMENTS AT SAMSUNGS END
Fast turn-around-times with revisions
Expectation from the Agency to plan the jobs and help with
timely delivery
Seamless delivery - Adhering to the guidelines
Fast turn-around-times with revisions
Expectation from the Agency to plan the jobs and help with
timely delivery
Seamless delivery - Adhering to the guidelines
Fast Faster FastestFast Faster Fastest
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CHEIL INDIA HAS UPPED THEIR GAMECHEIL INDIA HAS UPPED THEIR GAME
Cheil Worldwide is doing a good job of getting back into the game
with Samsung
Dedicated senior creative resource only on HHP
Showcasing proactive efforts with comprehensive strategy and
execution and hence
More visible, accessible and providing quick turnarounds
Cheil Worldwide is doing a good job of getting back into the game
with Samsung
Dedicated senior creative resource only on HHP
Showcasing proactive efforts with comprehensive strategy and
execution and hence
More visible, accessible and providing quick turnarounds
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WHERE DO WE FALL SHORTWHERE DO WE FALL SHORT
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INTERNAL CHALLENEGESINTERNAL CHALLENEGES
Target to adhere to the set processes
Delivering in ultra-short timelines
More integrated support from Finance department - Advances,
vendor payments, updation on collection client
Better utilization of creative resources shorter TAT
Target to adhere to the set processes
Delivering in ultra-short timelines
More integrated support from Finance department - Advances,
vendor payments, updation on collection client
Better utilization of creative resources shorter TAT
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WHATS THE PLAN NOW?WHATS THE PLAN NOW?
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OUR PRESENCE + RELATIONSHIPOUR PRESENCE + RELATIONSHIP
Finding opportunities for OTS - And hence build relationship,
bond with Product, MI, brand teams
Research exercise like Link tests carried by Research team LB Planning & Account Management
Joint briefing sessions with Product and Marcomm LBAM, Planning and Creative Team
Joint creative presentation with Product & Marketing Team LBAM, Planning and Creative Team
Initiating dialogues with Product team will be the key here, as it
will help in understanding of product line-ups and requirements
directly from the horses mouth.
Finding opportunities for OTS - And hence build relationship,
bond with Product, MI, brand teams
Research exercise like Link tests carried by Research team LB Planning & Account Management
Joint briefing sessions with Product and Marcomm LBAM, Planning and Creative Team
Joint creative presentation with Product & Marketing Team LBAM, Planning and Creative Team
Initiating dialogues with Product team will be the key here, as it
will help in understanding of product line-ups and requirements
directly from the horses mouth.
Out of sight out of mind!Out of sight out of mind!
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BRAND CUSTODIANS WITH A POINT-OF-VIEWBRAND CUSTODIANS WITH A POINT-OF-VIEW
Leo Burnett has always been know as an agency with a Point
of view. Every piece of work going out from the agency must
have a written background/agenda/thought to it.
Its important to show that theres reason behind what weve
done of course not for revisions
Leo Burnett has always been know as an agency with a Point
of view. Every piece of work going out from the agency must
have a written background/agenda/thought to it.
Its important to show that theres reason behind what weve
done of course not for revisions
POV is what separates LB from Cheil
as the brand custodians of Samsung
POV is what separates LB from Cheil
as the brand custodians of Samsung
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VALUE ADDERSVALUE ADDERS
Apple way of doing thingsApple way of doing things
Leo is not just a team of advertisers but we are thought leaders and
category champions, bringing quick and informed solution for any big or
small problem. Provide an exclusive solution and not just fulfill a regular
requirement.
Account Management team should actively involve planning andproduction team for every big and small job.
Leos initiatives
Monthly Newsletter
Retail experience
Competition analysis
Samsung global work review
Case studies on consumer engagement
Mystery shopper
Leo is not just a team of advertisers but we are thought leaders and
category champions, bringing quick and informed solution for any big or
small problem. Provide an exclusive solution and not just fulfill a regular
requirement.
Account Management team should actively involve planning andproduction team for every big and small job.
Leos initiatives
Monthly Newsletter
Retail experience
Competition analysis
Samsung global work review
Case studies on consumer engagement
Mystery shopper
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MARKET AND BUSINESS INTELLIGENCEMARKET AND BUSINESS INTELLIGENCE
Outside Samsung
Being informed and updated on the category trends and market
dynamics
Apple retail experience
Category competition scan
Coverage of worlds largest electronic show CES
Use the knowledge base in discussion, briefs and presentations with
Samsung.
Inside Samsung
Annual / quarterly plan
Actively engaging with respective teams to pull out information oncampaign results, link test, sales etc
Be on a look out for new opportunities
Outside Samsung
Being informed and updated on the category trends and market
dynamics
Apple retail experience
Category competition scan
Coverage of worlds largest electronic show CES
Use the knowledge base in discussion, briefs and presentations with
Samsung.
Inside Samsung
Annual / quarterly plan
Actively engaging with respective teams to pull out information oncampaign results, link test, sales etc
Be on a look out for new opportunities
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Speed but not at the cost of accuracySpeed but not at the cost of accuracy
SHORTER TURN-AROUND-TIMESHORTER TURN-AROUND-TIME
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THE STRIKERS
AGGRESSIVE
TENACIOUS
FORESIGHTED
THE STRIKERS
AGGRESSIVE
TENACIOUS
FORESIGHTED
What do we want to be perceived asWhat do we want to be perceived as
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THANK YOUTHANK YOU
However beautiful the strategy, you should occasionally look
at the results ~~ Winston Churchill