Stefan Stroe – Independent Brand Strategist

Autorul uneia dintre cele mai utile carti de management al comunicarii integrate – pe care am citit-o chiar cand am infiintat departamentul de strategie numit  “Consumer Context Planning” la Starcom Media vine in Romania luni la initiativa IAA.

Va recomand sa veniti pentru ca este o investitie care merita 110%.

Cu permisiunea colegilor mei voi cita articolul pe care l-am scris pe blogul APG Romania:

“Nu sunt multe traininguri pe care le-as putea recomanda plannerilor romani asa cum este cel organizat de IAA Romania luni 12 aprilie, pentru care am decis sa platesc participarea din propriul buzunar.

L-am cunoscut pe Julian Saunders prin cartea sa deosebita – “The Communications Challenge – A practical guide to media neutral planning”, aceasta fiind una dintre lucrarile care m-au ajutat in ultimii 5 ani in managementul comunicarii integrate.

Media neutral planning-ul si teoria receptivitatii promovata de Procter & Gamble sunt doua teme 2 teme avansate pentru Romania, din care fiecare participant va avea multe de invatat in trainingul de luni.

Workshop-ul se anunta plin de studii de caz din marketing si strategic planning – insa va oferi si solutii neutre pentru a stabili un “media mix” prin receptivity planning.
El va fi structurat in urmatoarele module (cu permisiunea dvs. l-am lasat in engleza pentru a evita traducerile aproximative):

1) A new language for media
2) Receptivity: people centred communications planning
3) Engagement: is this the new effectiveness model

Julian Saunders este fondatorul companiei The Joined Up, care este un brand dar şi firma de consultanţă şi training. Daca numele firmei nu va este cunoscut, e bine de stiut ca de-a lungul carierei sale, Julian a fost Chief Executive la Red Cell London, Executive Planning Director la McCann-Erickson şi Planning Director la Ogilvy.

Asadar, recomand acest training tututor prietenilor APG Romania.
Grabiti-va – puteti sa va inscrieti contactand-o pe Madalina Miron de la IAA.

Detalii de contact:

International Advertising Association – Romanian Chapter
Calea Victoriei 126, 3rd floor • Bucharest Sector 1
Tel: +40 311 050991 • Fax: +40 311 052415
www.iaa.ro”

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/

E chiar Russell (Davies), un adept al “interestingness”-ului printre planneri.
Asa cum vedeti, tocmai ne-a impartasit pe Twitter o activitate minunata.

Daca ar fi integru, probabil ca ar scrie lucruri interesante tot timpul. Dar nu e cazul.