Dentsu
- 1. A New Approach To Communicating In Europe
- 2. Purpose Of Meeting Introduce you to Dentsu. Demonstrate an agency methodology that has two key advantages: Focus on high quality strategic thinking / creative work But use modern management methods to fully integrate the communication to have more power with your customer Lower operational costs so that more money can be invested in things your customer’s see
- 3. What’s One Of The Key Issues In Marketing Today…
- 5. And What This Means For Your Marketing Program… There is a need to increase marketing efficiencies while decreasing cost. There is a need to address your target audience continent-wide with high quality Pan-European or global communication…but with a message that is still relevant to the local country context in which is delivered. The trend for most companies is keep getting Leaner (…and Meaner!): Which means trying to increase marketing support / tools without increasing staff New ideas are needed to address the issues and keep ahead of the curve.
- 6. A Brussels based agency team with 90 people and 16 nationalities. We only work with Marketing HQ’s of Global brands needing Pan-European or global communications programs. We are the European Hub of Dentsu - the world’s largest agency in terms of billing: Dentsu also owns 15% of Publicis Group A unique working methodology that provides the resources of a large, world-wide agency network…without the inconveniences: “ Big” agency resources and back office “ Small” agency usability An agency with a unique total focus strategic thinking / creative that crosses borders and media: But use modern management methods and technology to lower operational costs What We Do At Dentsu
- 7. But...
- 8. We know how easy it is for a program to Succeed
- 9. We know how easy it is for a program to Succeed We also know how easy it is for a program to Fail
- 10. Europe Is Not The Same...
- 11. Europe Is Not The Same...
- 12. So What Do We Typically Do?
- 13. Handle complex, Pan-European communication programmes by: Integrating ourselves into our client’s organisation…usually starting with strategy Integrating the communication elements to make the whole program work more efficiently across all markets Finding strong creative ideas that cross borders easily So What Do We Typically Do?
- 14. Strategy Image/Product Advertising Strategic Product Launches Pan-European Media PR Internet Local PR Local / Tactical Advertising Special Events Promotions Local Media Marketing The International Mix Client Marketing Headquarters Local Country
- 16. Communication Local Market Advertising.com Marketing HQ The Triangle
- 17. One Of The Key Communication Challenges For You In The Market Today…
- 18. As The Media Scene Fractures, CRM, Classical Advertising, Internet, etc…
- 19. Reaching Your Target Group Is Moving From Single Shots…
- 20. To A Greater Complexity…
- 21. Total Integration Of Creative And Strategy
- 22. Total Integration Of Creative And Strategy Core Strategy / Creative
- 23. Total Integration Of Creative And Strategy Core Strategy / Creative Web Strategy Website Production Content Management Organisation of events Product launches Pre-Press Production POS material Advertising Graphic Design CRM DENTSU BRUSSELS DENTSU PRODUCTION CONCEPTS DENTSU LIVE DENTSU DIGITAL
- 24. Who Are Our They require strategic insight and creative ideas that work on a multi-presence level. Clients?
- 25. Amsterdam Neuchatel Paris Brussels Brussels Brussels Brussels Johannesburg Eindhoven Köln Brussels Brussels Tilburg Oostende London Brussels Stockholm London Brussels Minneapolis Amsterdam Paris Amsterdam
- 27. A Culture Of Creativity
- 28. Bridgestone
- 29. MRI
- 32. Autodesk / Dentsu - The Virtual Network Headquarters ISD division Managed from Italy BSD division Managed from UK MSD division Managed from Germany Marketing for EMEA based in Sweden
- 33. Autodesk / Dentsu Autodesk Headquarters are based in California. Brand Guidelines and Brand Voice for the different industries (BSD, MSD and ISD)* are developed by Corporate Marketing in the States. Campaigns for EMEA are developed in Europe by Dentsu for products launches, products updates or special promotion actions. The campaigns are made of sets of various deliverables, including Ads, DM, Web material (web pages, web banners, web banners for partners, etc). *BSD = Building Solutions Division, MSD = Manufacturing Solutions Division, ISD = Infrastructure Solutions Division
- 34. A Typical Autodesk Project - A Tool Box of Deliverables The campaign was developed for AutoCAD based products. The concept of the campaign was developed by Dentsu, liaising with brand owners in the States and European Marketing Manager. The objective was to target AutoCAD based customers and lead them to web pages where they had the possibility to opt-in and profile themselves, for Autodesk to take the right action: Call the customers, send them more information… All data were collected in order to improve the accuracy of Autodesk data base and then improve CRM for any further upgrade campaigns.
- 35. A Tool Box Of Deliverables… Printed DM Ads eDM
- 36. A Tool Box Of Deliverables… Web pages for Campaign centre Web banners Home Page Flash animation See www. autodesk .co. uk
- 38. Toyota - Corporate Brochure
- 39. Levis - Line Books
- 40. MBK - Press Kits
- 41. BT - Corporate Newsletter (printed and online versions)
- 42. Lexus - Press Kits
- 43. ETNO - Web site
- 44. Yamaha
- 45. Ideas That Travel: The Web as the Hub of your Communication Best Online Media Mix Google Adwords Online PR Bannering Viral Spot Data Capturing eLearning Valuable content Tracking Targeting Cost-effectiveness
- 46. Lastly…Dentsu’s Added Value To Advertising.com...
- 47. “ Peace of Mind”
- 48. “ Peace of Mind” Economies of Scale Efficiency Global Relevance Understanding Consumer Behaviour Creative Excellence
- 49. Now...How Can We Help You?