BBDO

History of BBDO O In 1891, George Batten, the owner of Batten Co. opened his one-room

advertising agency in New York, having no clients and one employeeO In 1894, Batten’s was the first agency to install in-house printing.O In 1906, the agency then had 50 employees and moved to Metropolitan

Annex, occupying the entire 11th floor. O In 1918, George Batten died at the age of 64 which is where William H. Johns

becomes president of the Batten Co.O In 1919, The Barton & Durstine Co. agency opens and Bruce Barton

is president with Roy Durstine as secretary-treasurer. Then in august that year Alex Osborn joins the agency so it is renamed as Barton, Durstine & Osborn.

O In 1923, Both BDO and Batten Co. move to the Knapp Building. BDO leased an entire floor and the Batten Co. with 246 employees takes a floor and a half. 

O In 1928, they announce there merge between BDO and Batten CO. with branch offices in Chicago, Boston and Buffalo and over 600 employees. Now named BBDO.

Operating ModelO 15,000 employees in 289 offices and 80 different

countriesO It is the second Largest Global Advertising agency

networkO Consists of Creative department, accountant

services, Media buyer, Production department, planning and research departments.

O https://www.youtube.com/watch?v=NWF2JBb1bvM (Sainsbury's Christmas advert)

O The Sainsbury's Christmas advert above represents BBDO’s use of cross media platforms such as twitter using the hashtag ‘#ChristmasIsForSharing’

ProductsWork with companies such:O Bayer, Mars, Starbucks, Campbell’s, HP,

Mercedes-Benz/Smart, Visa, Diageo, P&G, Volkswagen, Johnson & Johnsons, FedEx, Wrigley etc.

Market PositionO Main competitors are JWT (New York City),

Leo Burnett Worldwide (Chicago) and McCann world group (US).

O One of three global networks along with DDB worldwide and TBWA worldwide.

O Won every global pitch it participated in and about two thirds of its US pitches in 2011.

O Revenue was up 15%O Globally revenue increased 18% to an

estimated $2.4 billion.

CompetitorsO Batten Company and BDO were both

competitorsO In 1928 both companies mergedO Batten company had an $8 million billingO BDO had a $23 million billingO Merged due to the fact they both moved into

new office building.

BBDO’s main competitors are:O JWTO Leo Burnett WorldwideO McCann Worldwide

Smart – Unexpected Test Drive

Smart – Unexpected Test Drive

O https://www.youtube.com/watch?v=leLVxQyqkQ8

O Campaign is based in Moscow – ‘City of Giant SUV’s, outrageous traffic jams and desperate for parking solutions’

Smart – Unexpected Test Drive

Purpose

O Aim was to turn reluctant consumers into ‘true believers’

O They thought the solution was to take them for a drive, to convert them.

O 40 smarts saved 623 car-less drivers during 3 days in 8 shopping malls

O 400 saved drivers become real believers

O Conversion rate was 70%

Print AdO Simple, fits with video componentO Due to colour scheme, smart car is red, could

represent power and energy and make it stand out.O Colour scheme is yellow, black, red, whiteO Recognizable to it’s video ad.O Black chosen as it stands out, is bolder and easier

to readO Titling is a different font to video, making it less

definable, but more bold and stands out to audience.O Advert is central, looks tidier and simple

Red is a powerful colour,Representation of energy

Colour scheme matches videoAd (yellow, black, red, white)

Black cars to representBold and big

Bold font to attractAttention of audience

Two cars toRepresentRussian peopleHaving one each

Ad is small, tidyAnd simple, thisMakes it Stand out more

Uses establishedLuxury brand name to helpPromote less well known brand

GenreO The genre of the Smart campaign is a Car AdO In comparison to the new 2015 Lexus NX

commercial (https://www.youtube.com/watch?v=Ky_8p3VWSDI) the Smart video is more of a news article, trying to persuade people to buy it by giving people test drives, whereas the Lexus is more to show off the car and show every aspect of it, including celebrity appearances of Will.i.am who designed it.

Form/StyleO Smart: Unexpected Test Drive is a video and print based

campaign with an integrated multi channel approachO It has a campaign stunt to increase interactivityO Video: https://www.youtube.com/watch?v=leLVxQyqkQ8O Print Ad:

O The video campaign gives very much a news article feel rather than an advertisement, this is due to the stat’s and the information it’s giving about the situation in big cities where theirs big cars causing all sorts of traffic issues.

Content/MeaningO Filmed across 3 different days and

the shooting was at 8 shopping mallsO 40 smart cars, saving 623 car-less

drivers due to their cars being towed away

O 400 of the saved drivers became real believers

O Earned $150,000 in earned media

FrequencyO The Smart campaign has both a print campaign

and visual campaign and both these products compliment one another.

O The video campaign can be sent worldwide around the web and the print can be shown on social media as well as in public.

O The idea of effect frequency works for this campaign as it can be shown in such a wide variety of places.

O Effect frequency is the idea of number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful.

Target MarketO The target market for the campaign

‘Smart – Unexpected test drive’ is those who drive big cars and live in big cities such as Moscow.

Target MarketO Core buyers are strongly emerging middle

class most likely B demographicO Both Male and FemaleO Preferring big expensive cars to show off

success. This is why it’s important they mention Smart is made by Mercedes name

O Don’t believe Smart is a ‘real car’ O Mercedes are aware that this group have no interest in smart carsO Russian’s with second cars within their

household and have high disposable income

Audience Research

Audience Research (Cont.)

Looking at both Smart UK and Smart Russia websites, you can see both countries have different aims. The Russian site are trying to make it a ‘must have’ buy stating the colour is exclusive however the UK are more promoting the price trying to state it is cheap.

Smart Russia Smart UK

Distribution and Promotion

OSmart Unexpected Test Drive was a multi -media based promotion

ODistributed in Moscow. Russia being the audience

OIs on Youtube with 15,000+ views

ONews adsOPromoted on social

networking sites

Distribution and Promotion

Twitter Facebook

Distribution and Promotion

O Although there is no evidence, it is likely the Smart campaign was advertised on:O BillboardsO LeafletsO PostersO News articles

Russian RegulationsO Advertisements are checked by ASA

in UK however in Russian they’re checked by AKA

O AKA is one of the main industrial regulatory institutions in Russia

O It was founded to implement rules of professional advertising

ASA – Legal and Ethical Issues

Adverts impact and effect on audience:O Campaign has made its audience more aware of

the issue that big cars make in cities such as Moscow

O How beneficial a Smart Car would be in the cities

O As they’re small and easier to park in comparison to big cars

O Very efficient and economicalO Many of the audience feel Smart Cars are too

small as they can’t accoodate for families with more than 2 people

ASA – Legal and Ethical Issues

Relevant issues of representationO Representational issues is parking in large

citiesO Due to congestion and everyone's big cars

taking up more spaceO Issues surrounding parking are costs, parking

itself and lack of car parks.O Cars being towed away for not being in a

specific parking spaceO Different audience’s will interpret this advert

in same way

ASA – Legal and Ethical Issues

Relevant legal and/or ethical issuesO No current relevant legal or ethical issuesO Potential issue is from the feedback used from ‘converter

true believers’O Shows status’ on social networking sites suggesting the

campaign was spread on the sitesO Only issue is the scientific evidence.O They used scientific evidence with 70% conversion rateO The evidence behind social networking comments could

cause problems within the campaignO As a legal issue, Smart would need release forms for each

person involved in the video, if they have no consent from them then this could cause an issue if they didn’t want to be in it when it’s posted online

ASA –Legal and Ethical Issues

Role of relevant regulatory bodiesO ASA stands for Advertising standards AuthorityO It regulates the advertising industry in the UKO Non-statutory organisation so they can’t interpret of enforce

legislationO Advertising is affected by the change concerns of societyO Works with multimedia platforms (Computers, print, TV, radio)O Sophisticated and visually literate audienceAdverts have to be:O LegalO HonestO DecentO TruthfulO Have to ensure consumers are not misled, harmed or offended

by ads.