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APG APG MMééxico xico -- Training Network Training Network 20122012
1. ¿Qué es planning?
2. ¿Qué son las marcas?
3. Planeamiento de comunicaciones
4. Desarrollo de la estrategia
5. Brief & briefing
6. Evaluando la efectividad
7. Rol del planner en el proceso creativo
8. Sesión de presentación de trabajos.
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Training Network Sesión #1
¿Qué es Planning?
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¿¿QuQuéé es Planning? es Planning? ¿Por qué se inventó el planning?
¿Cómo evolucionó en su agencia?
¿Qué influencias lo definen hoy? Por ejemplo: consultorías de planning; planning en agencias de medios; planning internacional, etc…
¿Por qué planning es tan difícil de definir?
¿Por qué la disciplina es cuestionada y a la vez cada vez más adoptada?
¿Cómo será el futuro?
¿Cuál es el futuro del planning en las agencias?
¿Qué es lo que los otros (creativos, cuentas, medios, clientes) esperan de nosotros?
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Las 60sLas 60s
V.W. “Quitanieves”
Ariel “Chaca-Chaca”
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Planning Planning –– Datos Personales Datos Personales •Fecha de nacimiento Sept. 1968
•Lugar de nacimiento - Londres Inglaterra
•Fundadores – Stephen King (JWT) y Stanley Pollitt
•Razón de ser –Para asegurar la creación publicidad más eficacia Representar el consumidor dentro un proceso
estratégica Asegurar objetividad
•Mantra – La respuesta es más importante que el estimulo
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¿¿Por quPor quéé se inventse inventóó el planning? el planning?
•Disatisfación con research tradicional y departamentos de investigación (agencias)
•Mercados y categorías FMCG más competitivas
•Reconocimiento de la importancia de marcas (diferenciación = utilidades)
• Enfoque al consumidor
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El cerebro de un PlannerEl cerebro de un Planner
< ¿Izquierda? ¿Derecha? >
Análisis yRigor
Innovación Inspiración
Planner
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El PrincipioEl PrincipioTemas PrincipalesTemas Principales•Marca > Producto•Segmentación del
mercado/consumidor•Análisis competitivo•Posicionamiento de marca•Personalidad de marca•Rol de la Publicidad•Brief Creativo¿Racional?¿Emocional?
•Medición de resultados
Stephen King 1972
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Diferencias importantes entre un Diferencias importantes entre un producto y una marcaproducto y una marca
Nuestra experiencia nos ha enseñado que las estrategias basadas en “identidad de marca”ofrecen un valor agregado a diferencia de las estrategias basadas en “producto” (Stephen King)
•Los productos se hacen en fábricas
•Las marcas son compradas y usadas por la gente - el consumidor
•El activo real de una empresa es el valor de sus marcas
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La EvoluciLa Evolucióón de Planningn de Planning
1960s
1970s
1980s
1990s
2000s
2010s
USPRacional
EmocionalPersonalidad
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Las 70sLas 70s
Andrex
R. WhitesCoca-Cola
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Planning USAPlanning USA
•Chiat Day (TBWA) – Rob White
•Goodby, Sliverstien and Partners – John Steel
•Wieden Kennedy – Russell Davies
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Planning Planning -- Proceso BProceso Báásicosico
•Información
•Interpretación
•Insights
•Inspiración
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Insights Insights --
"The call for insights is natural. Companies don't want research; they want enlightenment. Conventional market research, can paint an invaluable picture of the immediate past; but companies also need help in forging their futures. That's what lies behind the demand for insights -but not all insights are equal. They come in two very different styles and with very different values. There are low-potency insights and there are high-potency insights"
Jeremy Bullmore.
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La EvoluciLa Evolucióón de Planningn de Planning
1960s
1970s
1980s
1990s
2000s
2010s
USPRacional
EmocionalPersonalidad
PersuasiónInvolucramiento
Salience
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Las 80sLas 80s
Energizer
Macintosh 1984
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Las 90sLas 90s
Got Milk?
Nike 2K
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La EvoluciLa Evolucióón de Planningn de Planning
1960s
1970s
1980s
1990s
2000s
2010s
USP
PersuasiónInvolucramiento
Salience
Engagement
Pre-digital
Digital
¿Post-Digital?
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Arquitectura de la marcaArquitectura de la marca
LOS VALORES CLAVES DE LA MARCA:
LA PERSONALIDAD Y CARACTER DE LA MARCA:
ATRIBUTOS Y BENEFICIOS DELA MARCA:
LA ESENCIAEL ESPIRITU Y
ALMA DE LA MARCA
(EL “A.D.N.” DE LA MARCA)
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Las 2000sLas 2000s
“¿. . . Y el Cheyenne apa?”
MasterCard . . “No tiene precio”
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¿¿Por quPor quéé la disciplina es cuestionada la disciplina es cuestionada y a la vez cada vez my a la vez cada vez máás adoptada? s adoptada?
Eficacia Alta
Media
Eficacia Baja
<5%> <20%> < 75% >
1. Disminución de la eficacia de comunicaciones de marca
Fuente WARC 2005
2. Saturación #, de Mensajes de marca por día
1970 1980 2000 20101990
500
1000
1500
2000
3000
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TransformaciTransformacióón n –– Medios Medios
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InversiInversióón n
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Mapping the Planning worldMapping the Planning worldEconomic
Development
PlanningDevelopment
JapanAustraliaCanadaFrance
USUK
BrazilChinaRussia
ArgentinaMexicoSaudi
(Africa)
India
Fuente: APG Londres 2008
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What is What is ““cultureculture””??
“The values, attitudes, rituals, beliefs, artifacts and other meaningful symbols represented in the pattern of life adopted by people that help them interpret, evaluate and communicate as members of society.”
Our ideas, our values, our acts and our emotions are cultural products – historically created systems of meanings.
Specific Cultures
•National culture
• Corporate culture
• Music culture
• Age culture
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Word Values and Cultural Word Values and Cultural DementionsDementions
Mexico
StatusAspiración
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Cultural Cultural DimentionsDimentions
Hofstede’s 5 Dimensions of Culture
•Power Distance (PDI)
• Individualism/Collectivism (IDV)
•Masculinity/Femininity (MAS)
•Uncertainty Avoidance (UAI)
•Long-Term Orientation (LTO)
Highly Recommended !
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What is a What is a ““brandbrand””??“A product is made in a factory.
A brand is something bought by people/consumers.”
“A brand is a collection of perceptions and associations that exist in the minds of consumers.”
MarketingHow do we fulfill needs In people’s lives?
CultureHow do people live ?
BrandsHow do de we make a difference
In people’s lives?
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Corona BeerCorona Beer
Universal values – friendship, acceptance, status
Local cultural values – Mexico – national pride Spain – belonging, stability Germany – self esteem
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Valores de la marcaValores de la marca• ¿Valores Universales?
• ¿Valores Locales – México?
Dove
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AXE DeodorantAXE Deodorant
Universal masculine youth values and life style (sex)
Local cultural values – music /concerts, respecting local tastes and limits of moral standards.
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Starbucks CoffeeStarbucks Coffee
Universal values – a third space between work and home, fair prices to coffee growers.
Local cultural values• N. Europe – a quiet place the
think, read, work and listen to good music.
• S. Europe and Latin culture –social and work, status, self esteem social recognition.
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Dove Dove –– Campaign for Real Beauty Campaign for Real Beauty
Universal values – beauty is natural not synthetic
Local cultural values –• N. Europe – individualism, the right
to be yourself• S. Europe and Latin cultures – self
esteem and pride
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MMééxico Hoy xico Hoy -- ¿¿CCóómo nos vemosmo nos vemosa nosotros mismos?a nosotros mismos?
• ¿La conciencia de la marca?
• ¿Antropólogos culturales?
• ¿Arquitectos de los “4 Ins”: Información, Interpretación, “Insights”, Inspiración?
• ¿Moderadores “In House”?
• ¿Redactores del “Brief”?
• ¿Economistas de la creatividad?
• ¿Trabajadores del conocimiento? (Peter Drucker)
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La Pregunta de SiempreLa Pregunta de Siempre
CreativoEl Producto Principal
Serv. a ClientesLa Relación con Clientes
Planeación¿¿¿¿-????
¿En donde cabemos?
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The strategic development of PlanningThe strategic development of Planning
EconomicDevelopment
PlanningDevelopment
JapanAustraliaCanadaFrance
USUK
BrazilChinaRussia
ArgentinaMexico(Africa)Saudi
India
Builddemand(prove)
Maintain leadership(innovate)
Securetrial
(pioneer)
Buildshare(push)
Fuente: APG Londres 2008
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The required character of PlanningThe required character of Planning
EconomicDevelopment
PlanningDevelopment
El Luchador El Agente de Cambio
El Pionero El Creativo
Fuente: APG Londres 2008
JapanAustraliaCanadaFrance
USUK
BrazilChinaRussia
ArgentinaMexico(Africa)Saudi
India
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¿¿Pioneros de Que?Pioneros de Que?México y Transformación• Demográfico / Psicográfico: Muchos Méxicos
• Económico: La sociedad post-crisis
• Tendencias socio culturales
• Medios: P.O.E.
• Modelos de Comunicación / Vinculación
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Transformación - Comunicación
Mensajes repetitivos Monologo comercial Modelo anticuado Conocimiento (sin compromiso)¿Balas?
¿Velcro?
Relevancia y autenticidad Dialogo - experiencia de marca Participación y recomendación Relación marca-consumidor
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TEDTED
Tecnología
Entretenimiento(Engagement)
Diseño
(Russell Davies)
(Marca)
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¿¿La Respuesta?La Respuesta?
CreativoEl Producto Principal
Serv. a ClientesLa Relación con Clientes
PlaneaciónPioneros de Transformación
¿En donde cabemos?
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¿¿El Futuro?El Futuro?
Stephen King 1972
John Grant2007
Pione
ro
Tran
sform
ación
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20112011
V.W. “Darth Vader”
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20122012
P&G “El mejor trabajo en el mundo”
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Training Network ¡Buena Suerte!¡Gracias!
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6 Strategies for International 6 Strategies for International BrandingBranding• Cultivate Established Local Brands – Corona Beer
• Global Platform, Local Adaptations – Coca-Cola, McDonalds
• Create New Brands for Global Needs – Nintendo Gameboy, X-box
• Acquire Local Brands and Internationalize - Unilever. Nestlé, Danone
• Develop Line Extensions – Coca-Cola Light, Pepsi Max
• Employ a Multi-Local Strategy – company name as guarantee of quality - Nestlé
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The Power Distance Dimension The Power Distance Dimension (PDI(PDI), ),
““The extent to which less powerful members of society The extent to which less powerful members of society accept that power is distributed unequally.accept that power is distributed unequally.””
High PDIs: Malaysia, France, Mexico
Medium PDIs: USA, UK, Canada
Low PDIs: Denmark, Hungary, Austria
High
Low
Hierarchy, Status.
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Individualism/Collectivism (IDV)Individualism/Collectivism (IDV)““ People looking after themselves and their family only, People looking after themselves and their family only, versus people belonging to inversus people belonging to in--groups in exchange for groups in exchange for loyalty.loyalty.””
Individualistic:N. Europe, USA, CanadaAustralia
Small trusted groups.
Large extended groups of familyand friends.
Collectivist:S. Europe, Latin AmericaAsia
High division betweenprivate life and work.Importance of private places (gardens).Universal values.
Low division betweenprivate life and work.Importance of public places (parks).Particular values.
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Masculinity versus Femininity Masculinity versus Femininity (MAS)(MAS)““The dominant values in a masculine society are achievement The dominant values in a masculine society are achievement
and success; the dominant values in a feminine society are and success; the dominant values in a feminine society are caring for others and the quality of life.caring for others and the quality of life.””
Low PDIFEM.
Low PDIMAS.
High PDIFEM.
High PDIMAS.
Power andSuccess
Success
Power
SWENOR
DEN
FIN
NET
CAN
AUL USA
GBR/GER
SWIAUT
CHL
ISR
POR
THA
KORSPA
FRA
Use of StatusAppeal in
Advertising
Never
Frequent
SINMAL
GUA
BEL
GRE HOK
PAN
ITA MEX
VEN
JPN
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Uncertainty Avoidance (UAI)Uncertainty Avoidance (UAI)““The extent to which people feel threatened by The extent to which people feel threatened by uncertainty and ambiguity and try to avoid these uncertainty and ambiguity and try to avoid these situations.situations.””
Low UAIFEM.
High UAIFEM.
Low UAIMAS.
High UAIMAS.
SWE
NOR
DEN
SIN
NET
CAN
AUL
USA
GERSWI
AUT
IND
Buying Motives for
CarsJAM
POR
THA
KOR
SPAFRA
MAL
GUA
PAK
SafetyValueSafetyValue
Status:BigPowerful
Status:BigPowerful
FastBIGTechnologyDesign
FastBIGTechnologyDesign
DesignStyleFashion
DesignStyleFashion
BEL
GRE
HOK
ITA
MEX
VEN
JPN
GBR
NZL
PDI +PDI +
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LongLong--Term OrientationTerm Orientation““The extent to which a society exhibits a pragmatic, future The extent to which a society exhibits a pragmatic, future orientated perspective rather than a conventional historic orientated perspective rather than a conventional historic or short term point of view.or short term point of view.””
Short-term Long-term
Anglo Saxon
• Ambition • Opportunity• Respect for National Traditions• What is “right/wrong”
Asian (Confucian)
• Patience , persistence• Respect for heritage and
family traditions• What “works”
Brazil Netherlands
BelgiumItaly
Latin AmericaMexico
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The Future. . . .?The Future. . . .?
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Un Puente Hacia el Futuro
•Audiencias pasivas•Ratings, CPM•Alcance y frecuencia
• Innovación • Involucramiento•Compromiso•Nuevos estilos de vida•Nuevos segmentos• Interacción •Experiencias auténticas
Colocación de MediosTradicional
Colocación de MediosPara logra vinculación y compromiso
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