What is twiga.

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WHAT IS TWIGA? August 2007

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Transcript of What is twiga.

Page 1: What is twiga.

WHAT IS TWIGA?

August 2007

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• Leading Russian independent communication group, operating in CIS scale, founded 1993

• The TWIGA Group management owns 100% of the Group’s companies

• The TWIGA Group or any of the Group’s companies are not affiliated with any international communication agencies or financial industrial groups

• Keys to TWIGA success: integrated marketing communication approach and innovation in the industry

• CIS reach: 18 companies in 4 major business centers of CIS: Russia, Kazakhstan (covers Uzbekistan, Kirghizia, Turkmenistan, Tajikistan), Ukraine (covers Moldova, Byelorussia), Armenia (covers Georgia, Azerbaijan)

THE TWIGA GROUP

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THE TWIGA INNOVATION ROLE

TWIGA was one of the first:• to establish its own production company/facilities within

a communication group (OGGI Production) for total control over production quality and timing early 90s

• to go CIS• to establish a specializes healthcare communication agency

(MedInform)• to develop in 1999 an interactive agency (BeWeb) picking up

the new media trend• to acquaint SMS marketing company to pioneer in usage of mobile

phones as a promotional tool• To establish a four-level educational system for TWIGA staff

to ensure the permanent growth of knowledge and expertise• To establish an annual public view of the TWIGA Creative works

(www.karmanyfest.ru)

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THE TWIGA GROUPIntegrated Marketing Communications:

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Positioning of the TWIGA Group’s companies in main lines of communication business:Creativity • More then 20 awards in international festivals

(TWIGA Touch, MedInform)

Communication Effectiveness • 6 Effies Brand of the Year Awards in 2006• Case of client billing growth from $20 m to $120 m

during 15 months

Media buying • In Top Ten buyer in CIS countries

Specialized Communication • 1st to establish Healthcare Communication Company• 25% of the MedRepOutsourcing in Russia (Testimate) (MedInform)

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Positioning of the TWIGA Group’s companies in main lines of communication business (cont’d):Innovation • 1st Communication group to establish an SMS company and use

mobile phone as communication vehicle (BeWeb)• Leaders in mobile marketing in Armenia and Kazakhstan

Trend Visionary • Twiga Trend Vision methodology and reports (TWIGA Touch)

Unique communication Instruments • The Brand Caviar – patented communication development

methodology TWIGA Touch

Media research and analysis • Industry standard research (full package) + overwhelming set of

own proprietary tools (Media First)

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TWIGA GROUP IN RUSSIA: DYNAMICS OF TRANSACTIONS (USD, Mln)

0102030405060708090

100

2000 2001 2002 2003 2004 2005 2006 2007(Est.)

+ 72%+ 47%

+ 98%

+ 36%+ 30%

+ 32%

+ 36%

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Why to work with TWIGA in CIS? CLIENT BENEFITS

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One Agency in CIS: What Is the Point?

Client Benefits from working with ONE Agency in ex-Soviet Union Territory

1. TWIGA is the most developed network in CIS2. Guaranteed quality standards for all CIS

territory

3. Guaranteed transparency of media deals

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One Agency in CIS: What Is the Point?4. Guaranteed

attention of best agency minds resulting from client caliber

5. One-to-One dialog instead of One-to-Twelve

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One Agency in CIS: What the Point?• Time savings (on negotiations, get-to-know,

set up, info sharing, etc.)• Brand knowledge in one place (brand

database)• Information sharing/distribution• Cross-fertilization on a market-by-market

principles

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One Agency in CIS: What the Point?6. Unified reporting

7. Financial benefits:• Agency Commission/Fees decrease

if client works with Agency in more than one CIS country

• Avoiding 2-time taxation if a payment done for another country by countries

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BRIEF HISTORYTWIGA registration as a creative advertising agency in Moscow

Appearance of a new vector in TWIGA business development. This vector determined the intensive growth of the next years: it has been decided to create on the basis of the most advanced departments the specialized Agencies in different communication industry fields.

In terms of the new strategy, in 1997, March, 12th, the first specialized agency was founded: MEDINFORM Healthcare Communications,

The territory of the Agency coverage is widening. MEDINFORM is opening the office in Kiev - MEDINFORM Ukraine

2 Golden Effie-Best Brand-2006, several rewards on the International Creative Festival KARMANY

19931993

19971997

20042004

20062006

20052005

The growth of the Agency is needing the further differentiation: two departments are formed inside the Agency MEDINFORM: Communications and Selling Solutions

Preparation to open the office in Almaty (Kazakhstan)20072007

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DEPARTMENTS’ FUNCTIONS DIVISION

Strategic Planning

Creative Solutions

Branding& Identity

Integral Communications

СOMMUNICATION Selling Solutions

PR

Media Planning and Buying

Interactive Solutions

Exhibitions organization

Medical Representatives Outsourcing

Activities in Pharmacies

Recruiting

Monitoring

Audit

BTL

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THE COVERAGE OF THE BRAND LIVING SPACE

BRANDBRAND

RX/OTCRX/OTC

CommunicationsCommunications

Selling SolutionsSelling Solutions

MedReps OutsourcingActivity in Pharmacies

POSM Design &Production

PR

HRRecruiting of qualified staff for pharmaceuticalcompanies

Event MarketingDirect promotionEvents organization

Media Service

CreativeSolutions

StrategicPlanning

Integrated Communications

Branding&Identity

InteractiveCommunicationTechnologies

ExhibitionsConferences

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MEDINFORM Healthcare Communications

Case StudiesHygiene

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Company: Paul Hartmann

Brand: Fixies

Category: Diapers

Project: Key Visual development, POSM design & production

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Company: Paul Hartmann

Brand: Molimed

Category: Hygiene

Project: Key Visual development, POSM design & productionPR-support

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Company: Paul Hartmann

Brand: Cosmos

Category: Plaster- Line of products

Project: Key Visual development, POSM design & production

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Company: Laboratoire Innotech

Brand: Pharmatex

Category: local contraceptive

Project: TVC development & productionTVC placement

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Company: Johnson&Johnson

Brand: Compeed

Category: Plaster-Callous-Active Corn Remover -Masking anti-herpes

Project: MRs’ Outsourcing,Educational program for pharmacists

Duration: 1 month

Territory: 11 RF cities

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MEDINFORM Healthcare Communications Ukraine

TWIGA CG UkraineCooperation with TZMO started 2005

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CASE STUDIES 2006

• In 2005 TWIGA CG Ukraine took part in media tender of TZMO.S.A’s products

• In December 2005 TWIGA CG Ukraine won press and transport advertising placement in 2006

Agency Objectives in 2006• Press and Transport Advertising campaign development• Realization of the developed projects• Development and adaptation of advertising layout• Control and reporting

• Set tasks to promote advertising campaign in 2006 were implemented in full in line

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CAMPAIGNS IN PRESS 2006

Regular hygiene identification test Publication of the event “Bella Cup 2006”

Object shooting in a topical chapter Placement of image Panty Slim

Results of advertising campaign in press 2006

Covered titles – 10

Quantity of paid way outs – 32

Quantity of bonuses - 9

Total way outs – 41

Total edition of all covered titles – 803 200

Covered edition on each way out of all titles – 26 505 600

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TRANSPORT CAMPAIGNS 2006Results of transport advertising campaign in 2006

Covered cities – 7

Quantity of transport in each city:

Kiev – 5

Donetsk – 3

Kharkov – 5

Dnepropetrovsk – 4

Odessa – 4

Lvov – 4

Crimea – 3

Total amount of transport units – 28

Dates– 01.08.06 – 01.01.07 (term of lease – 5 months)

Trolley “HAPPY”

Trolley “Bella Perfecta”

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CREATIVE & STUDIO 2006

Print layouts

Print layouts

Layouts for transport advertising

Layouts for transport advertising

Quantity of new developed print layouts – 6

Quantity of developed layouts for transport advertising – 3

(but used – 2)

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CASE STUDIES 2007

• In 2006 TWIGA CG Ukraine took part in media tender of TZMO.S.A for 2007

• In January 2007 TWIGA CG Ukraine won media tender of TZMO.S.A in 2007 (press, radio and TV PR) and partial BTL services

Agency Objectives• Development of strategy for key products promotion TZMO.S.A for 2007• Development and adaptation of advertising layout• Realization of projects • Control and reporting

• Set tasks in the first half of the year are implemented in full in line• There were 39 image advertising in press, 3 PR program on TV, 6 information

topics, 18 radio infomercial as well as 5 trade actions etc. in the first half of the year

• In whole set tasks in 2007 are being implemented in full in line with TZMO.S.A’s strategic objectives and tactical objectives of Bella Trade

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CAMPAIGN IN PRESS 2007

Ad in press image Matopat with wound closure insert

Placement in press Image advertising “Perfecta”

Placement SENI Lady product layout

in Case History Placement information incontinence

and SENI products in specialized title for doctors

Results of advertising campaign In the first half of 2007

Covered titles – 39

Quantity of paid way outs – 38

Quantity of bonuses - 1

Total way outs in the first half– 39

Total edition of all covered titles – 2 200 270.

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PR PROGRAMS ON TV

UR1/ ERA“Era of Health” program

The program presented an interview with professor of urology getting down the comments of the specialist on the problem of incontinence, information on the products, fragments with use of the products(postoperative patient, invalid down with incontinence etc.)

New channel.“Ask the Doctor” program

This program is for them who are worry about self and/or family health. For them who are interested in achievements in modern medicine and different news in healthcare sphere. The program presented an interview with professor of urology told about the problem and described the TM SENI products, named competitive advantages and answered the live audiences’ questions

Results of the PR campaign on TV in the first half of 2007

“Era of Health” program – 2 way outs

”Ask the doctor” program – 1 way out

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PR PROGRAM ON THE RADIO

"Your Health" - in this broadcast the detailed information on different degrees of incontinence problem revealed. About that it is not illness but consequence. As gave the detailed information on products ТМ “SENI"

National radio company UR/1“Your Health” and “The House Academy” broadcasts

"The House Academy " - in this broadcast discussed a theme of incontinence problem with old people, the postoperative period etc. As gave the detailed information on ТМ “SENI" products and how correctly to pick up the size

ERA radiostation“Recipes of Health” broadcast

"Recipes of Health" - in this broadcast we placed some variants of information-advertising rollers about ТМ "SENI" products

Results of PR campaign on radio in the first half of 2007

Quantity of information plots way outs - 6

Quantity of paid information plots way outs – 18

Quantity of bonuses - 9

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TRADE ACTION FOR PHARMACIES.MATOPAT

"Meet plasters Matopat - bonuses and gifts a falls!" 1-st stage. Matopat - bonuses a falls! Period of carrying out: 26 February – 31 March, 2007The Mechanic:It is necessary to buy 12 kinds of plasters on 2 packings, to lay out a minimum of 6 kinds of plasters or the brand display in a prominent place and receive bonuses2-nd stage. Matopat - gifts a falls! The Storage Action! Period of carrying out: 26 February – 31 August, 2007 The Mechanic:It is necessary to buy plasters Matopat according to a total sum of purchases for the period of action.After purchase it is possible to choose gifts under the table (see in a leaflet)

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TRADE ACTIONS. SENI AND BELLA DEO

The action! "Spring mood from SENI!!"

Period of carrying out: 16 April – 21 May, 2007

The Mechanic:At increase in volume of monthly purchase (for the period of the action) ТМ "SENI" production on the minimum of 50 %, and also will expand assortment of production up to recommended, the participant of the action will receive a gift on a choice

23 cities in which the action passed have been involved in the action

The action! "To the future with Bella!"

Period of carrying out: 3 April - 30 April 2007

The Mechanic:Buying hygienic production of Bella Classic Deo and Bella Nova Deo for the certain sum, the participant of the action will receive – the GIFT *!

22 cities in which the action passed have been involved In the action

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CREATIVE & STUDIO & PRODUCTION 2007

Print layout

Display case

Booth

Invitation for SENI Cup 2007

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SENI CUP 2007•TWIGA CG Ukraine in 2007 has acted as co-organizer of 4th International football tournament for children with especial needs "SENI Cup 2007" •Agency ObjectivesTo develop and organize grand opening of tournament To invite for charitable performance the musical and entertaining collectives, known actors or leaders of opinion To produce necessary POS materials

Set tasks are implemented in full in line

Press-conference

Group «Alibi»

Vladislav Vaschukthe football player of Ukrainian Combined

Participants of tournament

Mikhail Kopach, Representative of TZMO.S.Aand Vladislav Vaschuk, the football player of Ukrainian Combined

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MEDIA FIRST IDEALS

Business Strategy

Marketing Strategy

Communication Strategy

Advertising Strategy

Media StrategyWe build THIS

…With understandi

ng of ALL THIS

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MEDIA FIRSTCALIBER

Year Billing (MUSD) Growth2006 51,6 +40%2005 36,9 +105%2004 18 +64%2003* 11

*Only 30 agencies were ranked in 2003

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Media First Experience in Categories

CosmeticsWella, Faberlic, Nivea,Yves Roches,DeKaroline, D&G

PharmacologyJanssen-Cilag, Bosnalijek,

Otechestvennie lekarstvaNatusana, Hartmann,

Novartis, BentusAbbot Lab,

GSK

Food segmentGallina Blanca, Storck, Hame,Milora, Borjomi, SouzViktan, Kyrieshky,RusskiyShokolad

Cars segmentRolf

Michelin

Electric engineering

Varta,Pantech

Tertiary activity

Rosinter(restaurant),

Bank Globeks,Yniastrum bank,

Betalink, TC Erevan Plaza

Engineering for house

Laufen,Scavolini,

Нansa, Darina

Building category

Bostik / Quelyd

Media First clients

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MEDIA FIRST MEDIA MIX VS MARKET AVERAGE

TV57,3%

Magazines17,5%

Radio2,2%

Internet0,1%

Outdoor20,9%

Newspapers1.7%

Cinema0,2%

Market

Media First has adequate presence in all media and outstandingly strong positions in TV, OOH and Magazines

Magazines13%

Outdoor20% Internet

1%

Newspapers6%

TV53%

Radio7%

Cinema0,4%

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MEDIA FIRST BUYING PRINCIPLES

- Direct purchase

from media owners

- Building partnership instead of

plain volume-

based deals

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RESEARCH RESOURCEStandard Research Databases Exclusive Internally Developed Tools

Full range of industry research resource available in each country is consistently and legally bought

®

High speed cultivate facts

Selection ТV programs and print By means of EGO

Optimization regional campaigns

Around eye skin care regional category development

High category developmentLow category developmentMedium category development

Ural West Siberia

East Siberia

Far East

North Caucasus

Centra l Chernozemniy Volgo-Vyatka

Central

Volga

North+North-West

Estimation of efficiency different media Medium Value

Weighted Medium Value

Optimization selection ТV channels

®

®

®

®

B o u r j o i s v s C o m p e t i t o r s P e r c e p t i o n M a t r i x

C o l u m n ’ s № 1 C o l u m n ’ s № 2 C o l u m n ’ s № 3

H i g h e s t B o u r j o i s E v a l u a t i o n s

B r a n dExploited/

Proved Efficiency

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MEDIA FIRST MAPMedia First Russia

• MoscowMoscow

Media First Central Asia

• Kazakhstan, Kyrgyzstan, Uzbekistan

Media First Caucasus• Georgia, Armenia,

Azerbaijan

TWIGA Eastern Europe • Ukraine, Belarus, Moldova

TWIGA RussiaTWIGA Central AsiaTWIGA Eastern EuropeMedia First Map

- representative office

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Media First PAN-CIS AgencyClient List 2006 – begin. 2007

Media Planning & Buying in Kazakhstan, Armenia, Kyrgyzstan, Georgia

Media activities in Russia, Kazakhstan, Belarus, Ukraine, Mongolia

Media Planning & Buying in Kazakhstan

Media Planning & Buying in Kazakhstan, Kyrgyzstan

Media activities in Russia, Kazakhstan, Georgia, Armenia, Azerbaijan, Mongolia

Media activities in Russia, Kazakhstan

Media Planning & Buying in Kazakhstan, KyrgyzstanSAGMEL, Inc

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AGENCY ASSESMENT 2006: MEDIA AUDIT

Media First is going through media audit made by Media Audit companies:

- Extremely good results in media buying – СРР is by 40% better then the market has

- Other indexes meets expectations

- Extraordinary good result in planning – by 17% better then market average

- Other indexes meets expectations

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AGENCY ASSESMENT CLIENT SATISFACTION AUDIT (2006)

Agency Assessment1) Does your consultancy team have

sufficient market and product knowledge?

-2 -1 0 1 2

2) How do you assess the quality of the market and competition analysis? -2 -1 0 1 2

3) How do you assess your consultancy team with regard to learnings from past

campaign? -2 -1 0 1 2

4) How do you assess the quality of the target group analysis?

-2 -1 0 1 2

5) How do you assess the analysis and realization of your briefing?

-2 -1 0 1 2

-2 much below expectations-1 below expectations0 at expectations1 above expectations2 much above expectations

- Average Mark – 5

- Average Mark – 4,9

- Average Mark – 4,0

• Media-management• Strategy impact • Media-planning• Media Repots

Marks:1 – unsatisfied2 – below expectations3 – meets expectations4 – above expectations5 outstanding

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CLIENT TESTIMONIALS

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RAZEM W PRZYSZŁOŚĆŻ!!!