2. MULTIPLE AND CONFLICTING PERSPECTIVES ON WHAT THE MARKETING IMPERATIVE TO MAXIMISE GROWTH SHOULD BE

3. SALIENCE:
top of mind awareness, the quality of standing out and grabbing attention

4. SALIENCE IS UNDENIABLY IMPORTANT

5. SALIENCE INDEX OF DIFFERENT BRAND TYPES
Iconic
Star
Mainstream
Generic
Aspirational
Limited
Fighter
Outsider
Specialist
Source: Brandz

6. AUDIO VISUAL CHANNELS PLAY AN IMPORTANT PART IN DELIVERING SALIENCE
% UPLIFT IN METRIC POST EXPOSURE
+2.41%
ONLINE VIDEO
+1.22% TV
+1.15%
MAGAZINES
Source: Magnetic/Millward Brown 2015
Setting trends measure: Online video n=8, TV n=60, Mags n=16, Radio n=17, News n=17, Online Display n=54, OOH n=37, Cinema n= UK studies. Impact per person reached.

7. THE POTENTIAL AND UNINTENDED CONSEQUENCE OF PURSUING SALIENCE ALONE

8. VALUABLE BRANDS HAVE FIVE KEY PROPERTIES
They are top of mind to consumers
Consumers feel an affinity for them
Consumers feel they will perform well and meet their needs
They are seen as different or unique in the category
They are dynamic and set category trends
MEANINGFUL
DIFFERENCE
SALIENCE
Millward Brown Meaningfully Different Framework 2013

9. BEING MEANINGFULLY DIFFERENT MATTERS

10. Brand buyers who go on to repeat purchase are more likely to perceive brands as meaningful and different, but salience makes little difference
Source: Combined MB & Worldpanel study, actual purchase behaviour and attitudinal data

11. SALIENCE FAILS TO PREDICT PRICE PREMIUM
Source: PowerPurchase studies, 42 different brands

12. BUT MEANINGFUL DIFFERENCE DOES…
AVERAGE PRICE PAID
Source: PowerPurchase studies, 42 different brands

13. A ‘MEANINGLESS’ BRAND THAT INCREASES SALIENCY WILL GROW…
BUT DRIVING SALIENCY FOR A MEANINGFULLY DIFFERENT BRAND WOULD DRIVE SALES EVEN MORE
Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ

14. DIFFERENT SALIENT MEANINGFUL
BRANDS NEED MEANINGFUL DIFFERENCE AS WELL AS SALIENCE
MEANINGFUL
DIFFERENT
SALIENT
FOUNDATION
COMPETITIVE
EDGE
GROWTH
LEVER

15. HOW DO WE HELP GUIDE BRANDS THROUGH THEIR MEDIA CHOICES?

16. MEANINGFUL:
having a real importance or value to consumers that delivers against their functional and emotional needs

17. PERONI ACHIEVES AFFINITY BY DIALING UP HERITAGE

18. BIG VISUAL IMPACT MEDIA ACHIEVE BRAND AFFINITY
% UPLIFT IN METRIC POST EXPOSURE
+3.62%
CINEMA
+1.89%
OOH
+1.53%
MAGAZINES
Source: Magnetic/Millward Brown 2015
Affinity Measure: OOH n=12, TV n=15, Newspaper n=8, Online display=10, Radio n=8, Magazine n=3, Cinema n=9, Online video n=3

19. MANY HEALTHCARE & FINANCE BRANDS HAVE DRIVEN SUCCESS THROUGH FUNCTIONAL NEEDS

20. INFORMATIVE MEDIA CONVEY THAT A PRODUCT OR SERVICE MEETS NEEDS
% UPLIFT IN METRIC POST EXPOSURE
+1.32%
NEWSPAPERS
+1.08% TV
+0.83%
MAGAZINES
Source: Magnetic/Millward Brown 2015
Setting trends measure: OOH n=13, TV n=19, Newspaper n=3, Online disp. n=19, Radio n=6, Magazine n=7, Cinema n=7, Online video n=4

21. DIFFERENTIATION:
to achieve a level of separation from other brands in the category due to sense of uniqueness or dynamism

22. JAGERMEISTER STANDS OUT

23. TARGETED, PREMIUM CHANNELS CONTRIBUTE TO UNIQUENESS
% UPLIFT IN METRIC POST EXPOSURE
+3.50%
CINEMA
+2.49%
MAGAZINES
+0.71%
RADIO
Source: Magnetic/Millward Brown 2015
Setting trends measure: OOH n=13, TV n=19, Newspaper n=3, Online disp. n=19, Radio n=6, Magazine n=7, Cinema n=7, Online video n=4

24. AUDI STAND APART THROUGH LEADERSHIP CREDENTIALS

25. SPECIALIST CHANNELS ACHIEVE DYNAMISM
% UPLIFT IN METRIC POST EXPOSURE
+2.86%
MAGAZINES
+1.45%
RADIO
+0.83%
CINEMA
Source: Magnetic/Millward Brown 2015
Setting trends measure: OOH n=13, TV n=19, Newspaper n=3, Online disp. n=19, Radio n=6, Magazine n=7, Cinema n=7, Online video n=4

26. Source: Magnetic/Millward Brown 2015
See additional slides for samples of individual metrics

27. A MEANINGFULLY DIFFERENT IMPACT
AFFINITY
UNIQUE
WE CREATED A SINGLE METRIC WHICH AGGREGATES CHANNEL PERFORMANCE ACROSS ALL FIVE METRICS.
TOP OF MIND
WE REFER TO THIS AS MEANINGFULLY DIFFERENT IMPACT
MEET THEIR NEEDS
DYNAMIC

28. MEANINGFULLY DIFFERENT IMPACT
Source: Magnetic/Millward Brown 2015
MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9

29. MAGAZINES HAVE THE LOWEST OVERALL COST TO DELIVER 1% OF MDITV
Online Display
Newspapers
Radio
OOH
Cinema
Source: Magnetic/Millward Brown 2015
MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9 *Low base size

30. CONCLUSION > SALIENCE IS UNDENIABLY IMPORTANT AS A GROWTH LEVER
> MEANINGFUL DIFFERENCE IS A POWERFUL
LONG-TERM BRAND DRIVER
> MAGAZINE MEDIA IS A CONSISTENT ALL ROUNDER IN
DELIVERING BRAND EQUITY
> MAGAZINES ARE THE MOST COST-EFFICIENT CHANNEL IN THE
MIX, AND PARTICULARLY STRONG AT DRIVING
DIFFERENTIATION FOR A BRAND