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_ WARC Prize: Concurs international de campanii integrate
Ce campanii integrate derulate in ultimi doi ani din R0mania ar avea sanse in concurs?
Titlul concursului: The Warc Prize for Ideas and Evidence
Premiul: 10,000 USD
Juriul: Mr. Bogusky 
Deadline: 11 mai 2010
Detalii:
All entries will be judged according to four weighted criteria:
- Background & Strategy (20% of total score)
- Integrated Implementation (25%)
- Results (30%)
- Innovation (25%)
Entries must feature results from campaigns that ran at some time between May 11, 2008, and May 11, 2010. See the full breakdown of the Prize Rules and Terms & Conditions.
To be eligible, case study papers must address the detailed questions included in the Prize Rules. Some sample questions are covered below. For a full breakdown of the requirements for each of the four criteria, see the Warc Prize Rules and Terms and Conditions.
1. Background & Strategy: (Worth 20% of Total Score)
Sample requirement: Provide clear information on the business objectives of the brand, the commercial targets (eg, grow profits, sales, margins, average customer spend etc) that were agreed and the target time period for these to be achieved in.
If your case is from the non-profit sector, outline the change in behaviour or attitude that was the goal of the campaign.
2. Integrated Implementation (Worth 25% of Total Score)
Sample requirement: You should describe activity from four or more communications channels to be considered an integrated campaign. You should include an explanation of the different roles (awareness, response, information etc) played by different media channels in the campaign.
3. Results (Worth 30% of Total Score)
Sample requirement: For commercial sector activity, provide robust evidence of a return on marketing investment, and show how you calculated this. Quantify the additional revenue/profit generated by the marketing and advertising activity and explain why this was sustainable for the brand beyond the campaign period.
4. Innovation (Worth up to 25% of Total Score)
Sample requirement: Explain why you consider your campaign to be innovative in terms of the brand’s heritage, existing sector behaviour, conventional marketing practice or some other measure.
Outline the sustainable new learning that you believe can be absorbed from this campaign, and tell us why you think this is important.
Reminder: Have you shown conclusively that your paper demonstrates integration? Effectiveness? Innovation?
If so, you are now in the running for the $10,000 Warc Prize for Ideas and Evidence. Before submitting your entry, please ensure you have read the FULL Warc Prize Rules and Terms and Conditions
Mai multe detalii: http://warcprize.warc.com/
Mihai Ghyka reloaded, la noua StarBev
Era nevoie de Mihai Ghyka la Starbev. Era nevoie de Mihai Ghyka si in ramura de “glamour” a business-ului si marketingului, FMCG-urile. Dar si consumatorii, telespectatorii si ascultatorii radio il asteptau dupa atata zgomot comunicational. Cei care sigur nu se bucura de revenirea sa sunt concurentii.
Probabil ca sunteti in asentimentul meu cand afirm ca domnia sa reeprezinta o combinatie optima de pricepere, diplomatie si testosteron in afaceri. Eu consider in continuare ca Bergenbier a realizat prin strategia complicitatii masculine cea mai spectaculoasa strategie de comunicare din istoria publicitatii post-revolutionare, iar aceasta nu s-ar fi putut porni fara el si bineinteles Bogdan Naumovici.
Revenind la conducerea companiei, d-l Ghyka isi va putea aduce de la internat copilul sau, Bergenbier, care a avut mult de suferit in ultimul an. Totul in contextul unui consum de bere redus deja cu 19%, dar a unui nou actionariat, CVC Capital Partners si al unei companii reinfiintate, StarBev.
De asemenea, intoarcerea sa va avea probabil consecinte benefice asupra furnizorilor sai actuali de comunicare, care vor avea sansa sa stearga cu buretele strategia “safe” si “me-too” impusa de fostul director general in 2009.
Am fost extrem de aproape de Inbev in perioada 2007-2008-2009, cu pitchul de media castigat la Starcom si cu rebrandingul Bergenbier pentru care am pitchuit la Grey. Am reclamat anul trecut faptul ca brandul BB a coborat cateva trepte de inovatie in comunicare si mi-a parut rau sa vad un brand cu mentalitate de explorator si lider decazand in replicator:
- In primul rand, BB si-a renegat usor vechea strategie, devenind o alta bere unisex
- BB a ales sa fie o replica de branding regional (cu multe semne de intrebare)
- BB s-a pierdut in aceleasi clisee creative cu concurentii directi
- Schimbarea atat de asteptata a formulei a fost comunicata timid, in cateva touchpointuri
- Inovatia 360 a lasat de dorit (vs. 2006-2007, dar si vs. nivelul asteptat pentru un rebranding)
Proaspat reintors la InBev, unde a intrat in paine extrem de rapid, domnul Ghyka a declarat pentru Ziarul Financiar:
“Managerul de multinationala este ca o linie de imbuteliere. O data pe an trebuie sa intre in revizie, altfel risti crize.”
In final, ii urez cu sinceritate “Mult succes!”.
Social media si marocco
Social media seamana din ce in ce mai mult cu un joc de marocco de dinainte de ‘89.
Pe masura ce o retea sau un mecanism de socializare este descifrat, apreciat si incepe a fi utilizat de marketeri (ca un bat eliminat corect din gramada), apar alte provocari sociale interesante, noi retele si modaliati de interactiune. Pentru un brand care investeste in social media, toate aceste retele sau mecanisme sunt semi-interconectate, chiar daca in propunerea creativa sau media par a fi independente. O singura tactica gresita pe una dintre ele este o flacara pentru un incendiu social generalizat.
La IPA (Institute of Practitioners in Advertising din UK), acum 2 luni a avut loc un eveniment la care au avut prezentari 10 strategic planneri renumiti din UK.
Va imparatasesc acest demers chiar daca mailul cu aceste idei trimis colegilor acum 2 luni nu a starnit decat o singura reactie de interes. Tocmai din acest motiv, acel eveniment va fi de actualitate multa vreme de acum incolo pentru piata mioritica.
Asadar, cele 10 puncte de vedere le puteti gasi detaliat la adresa http://www.ipa.co.uk/Content/IPA-Social#Principles
Iata si o prezentare: