The Changing Client-Agency Relationship in an Integrated Marketing World Amy Wagner October 15 th, 2012

Agenda The changing world of integrated marketing Lessons learned How agencies can win

1992

Ad agency

Promotion agency

Agencies executed tactics

Spring Valley Juice Print Point of Sale

Motrin FSI Print

1992 spider chart FSI Print Ad

Mid 2000s

Integrated marketing embraced What the Heck is Integrated Marketing Anyway?

According to Wikipedia Integrated Marketing Communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, personal selling, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness

Integrated Plans Brand X

Clients embraced IMC

Integrated marketing required new way of thinking Channel Agnostic IMC IAT Media Neutral ATL BTL Engagement Customer Journey Zero Based Budgeting

The average consumer is exposed to as many as 5,000 messages/day Source: Today

More art than science

Agenda The changing world of integrated marketing Lessons learned How agencies can win

Lesson #1: Spend time getting the team right

The Client Lead the team

Lesson #1: Spend time getting the team right The Client Lead the team Set up operating procedures

Lesson #1: Spend time getting the team right The Client Lead the team Set up operating procedures Manage the logistics or appoint an administrative agency

Lesson #1: Spend time getting the team right The Agency Ensure consistent participation of seasoned players

Lesson #1: Spend time getting the team right The Agency Ensure consistent participation of seasoned players Be truly passionate about our brand Know our consumer

Lesson #1: Spend time getting the team right Credibility, Commitment and Chemistry!

Lesson #2: Ground yourself in a strong brief “If you don’t know where you are going, any road will take you there”

Lesson #2: Ground yourself in a strong brief Program brief content -Business and Marketing objectives -Target -Strategies - Brand’s point of difference

Lesson #3: Crafting a great integrated plan takes work

1.Look at what has worked in the past – and what hasn’t

Lesson #3: Crafting a great integrated plan takes work 1.Look at what has worked in the past – and what hasn’t 2.Embrace that integrated planning is an iterative process

Ideate with pre-thinking

Core team work session

Lesson #3: Crafting a great integrated plan takes work 1.Look at what has worked in the past – and what hasn’t 2.Embrace that integrated planning is an iterative process Ideate, but tap into more resources by doing pre-work Get core team alignment by building on those ideas together 3.Identify the strategic role of every tactic

Lesson #3: Crafting a great integrated plan takes work 1.Look at what has worked in the past – and what hasn’t 2.Embrace that integrated planning is an iterative process Ideate, but tap into more resources by doing pre-work Get core team alignment by building on those ideas together 3.Identify the strategic role of every tactic Understand the quantity and quality of impressions

Evaluate new media against benchmarks

Lessons Learned Lesson #1: Spend time getting the team right Lesson #2: Ground yourself in a strong brief Lesson #3: Crafting a great integrated plan takes work Lesson #4: All of the previous lessons don’t matter if you don’t execute with excellence!

Agenda The changing world of integrated marketing Lessons learned How agencies can win

Agencies will win who… Understand the consumer and the brand’s fundamentals

Think in terms of ideas, not just disciplines Agencies will win who…

Understand the consumer and the brand’s fundamentals Think in terms of ideas, not just disciplines Work seamlessly with other agencies as well as client partners Agencies will win who…

Understand the consumer and the brand’s fundamentals Think in terms of ideas, not just disciplines Work seamlessly with other agencies as well as client partners Become experts in the retail environment Agencies will win who…

Understand the consumer and the brand’s fundamentals Think in terms of ideas, not just disciplines Work seamlessly with other agencies as well as client partners Become experts in the retail environment Use emerging media intelligently, to support a key strategy Agencies will win who…

Understand the consumer and the brand’s fundamentals Think in terms of ideas, not just disciplines Work seamlessly with other agencies as well as client partners Become experts in the retail environment Use emerging media intelligently, to support a key strategy Help define and measure success – and own the results Agencies will win who…

In summary…

The marketing world is constantly changing, so clients and agencies must change the way they work together to deliver the best plans and business results

In summary… The marketing world is constantly changing, so clients and agencies must change the way they work together to deliver the best plans and business results Crafting integrated marketing plans is challenging, but there are best practices that work

In summary… The marketing world is constantly changing, so clients and agencies must change the way they work together to deliver the best plans and business results Crafting integrated marketing plans is challenging, but there are best practices that work Agencies will win who excel at their core business, but can also work with other agencies to bring big, insight-driven, impactful ideas to life!

Thank You! Questions? Amy Wagner