Constructive Brand Strategy Criticism si alte pasiuni infinite.

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.

John Griffiths a fost politicos in interviul dat IAA cand spunea ca publicitatea romaneasca nu e eficienta din cauza ca se produce mult prea multa pentru nevoile pietei. Macar de ar fi supra-productia problema Romaniei in vreun sector al economiei… oricare ar fi el. De ce ar fi altfel si in comunicare?
Iar cand vine vorba de constructia unui brand, industria de publicitate pare sa fi citit aceeasi carte cu principii ale comunicarii:

1. Marcile se construiesc mai ales prin campanii de imagine
2. Promovarea unui produs trebuie sa fie rationala, cu cifre
3. Promotiile ajuta pe termen scurt, dar fac rau “la imagine”

Primul pseudo-principiu de mai sus, care a infestat apa pe care o beau brand managerii si agentiile, se comporta ca un trojan: scoate la iveala din el alti sub-virusi, inducand o anumita gandire-sablon celor doua grupuri de profesionisti.

Cel mai enervant dintre acesti sub-virusi este este cel care face ca modul de constructie al “campaniilor de imagine” sa fie acelasi: redarea unei lumi ideale, portretizarea unor romani extrem de frumosi si politicosi (specie pe cale de disparitie), texte idilice scoase din powerpointuri dragalase, voci calde din povestile pentru copii, sloganuri filozofice nesustinute de realitate etc.

Ultima campanie care s-a facut remarcata in acest sens este reclama BCR “Gandim la fel” (alaturi de multe alte campanii pentru asigurari si banci, iar lista este extrem de lunga, sigur aveti si voi exemplele voastre).

O astfel de campanie reda faptul ca in multe cazuri “campaniile de imagine” sunt actiuni de comunicare superficiale (“care sa dea bine la toata lumea pentru ca lumea nu prea zice de bine de noi”), ce beneficiaza de un rationament special si de o atentie aparte (am primit adesea brief de pitch numai pentru asa ceva), fiind considerate ca actioneaza “cel mai puternic” la nivel de brand.

Iar in tot acest timp, directorul de marketing isi reprima gandul ca de fapt inauntru (la ghiseul bancii?) e leopardul…
In final, inchei cu o alta constatare, aceea ca din diverse briefuri de pitch vazute in ultimii ani (mai mari, mai mici), pentru multi advertiseri COMUNICAREA INTEGRATA = Campanii de imagine + Campanii de produs + Promotii.

Ma opresc aici – e prea mult oricum pentru azi.