Rosebud Agency Credentials
- 2. WARNING: this presentation IS NOT designed just for see it, but to share with you thoughts and comments (TO STABLISH A DIALOGUE) about your business and your brand and, meanwhile, you could know us a little better…© Rosebud 2008
- 3. Rosebud borns with a CLEAR AND UNIQUE CONVICTION: the current context where your products / services are moving HAS RADICALLY CHANGED and YOUR BRAND must be considered as the CENTER of the communication strategy with your consumers. © Rosebud 2008
- 4. That’swhywechosenA CLEAR WAY: the center of ourbusiness. wouldbetheATTENTION OF OUR CLIENT’S BRANDS.© Rosebud 2008
- 6. BUT?WHAT ISBRAND CARE agency© Rosebud 2008
- 7. We must start from the beginning. We were saying before that…HAS CHANGEDthe context
- 8. thecontexthas changedaudience disintegration, media atomizationOVER-communication… HYPER-confusion
- 9. thecontexthas changedour old method to judge the products (comparing features and benefits)DOESN’T WORK ANY MORE due to the LOW FUNCTIONAL DIFFERENTIATION that exists in YOUR MARKET© Rosebud 2008
- 10. thecontexthas changedfrom the mass- production economy to the PERSONALIZATIONeconomy.
- 11. thecontextINCREASE OF NEW COMMUNICATION DISCIPLINES:has changed184 millions of bloggers73% online active users have read a blog45% have started their own blog57% have participated with a online network55% have uploaded pictures to Internet83% have seen video clips39% subscribed to a RSS source © Rosebud 2008Font: Universal McCann Comparative Study on Social Media Trends April 2008
- 12. thecontexthas changed+all of this mixed with a experimented consumer, CURIOUS, SKEPTICAL AND PLAINTIFF.© Rosebud 2008
- 13. don’t forget: “your brand IS NOT what you say it is, it’s what THEYsay it is.”* MartyNeumeier
- 14. this new context favours the disintegration of the brands, ERASING their ESSENCE© Rosebud 2008
- 15. in view of this situation, emerges the brand as the main allied of the companies contributing with DIFFERENCE, VALUE and CONFIDENCE to their products.© Rosebud 2008
- 16. brand care agency: the brand in the middle of the rosebud philosophyTraditional agenciesBrand care agency* OwnelaborationfromMartyNeumeier
- 17. Ourpositioning+“Ad focused” (focused to the tactics, to the advertising)-+“Brand Care” (strategy and creativity to build brands)
- 18. the art of marketing is the art of BUILDING brandsIf your company doesn’t create a brand, won’t offer much more than generic products in its catalog. In that case, the price is the most important thing and the companies that produce with the best price, will win.With this approach, you don’t need advertising*. If you still believe in advertising for advertising, we can finish this presentation right now. As opposed, if you have begun to believe in brands, keep reading.* Philip Kotler© Rosebud 2008
- 19. we have reached a dealNow, we are agree about the prominence of the brand in the communication.But managing brands needs a specialized team who share ideas and coordinated efforts with a teamwork.To achieve this TEAM, we have designed our own agency proposal.
- 20. A structure for brands: collaboration between expertsBTLRosebudAvertisingGraphicdesignPrintingCommunication and P.R.Own ServicesServices through partnersConsumerresearch: insightsMedia planningPromotionsPlanning and positioningMarketresearchWeb pages and online communicationDirect and promotional marketingPackaging, displays, PLVEventsNamingBrandStrategySpecialeventsBrandidentityRosebud* OwnelaborationfromMartyNeumeier
- 21. A structureforthe agencies: “collecting” servicesBTLAdvertisingGraphicDesignPrintingCommunication and P.R.Consumerresearch: insightsMedia PlanningCLIENT “alltogether” agenciesPlanning and positioningMarketresearchDirect and promotional marketing- The “all together” agencies, try to accumulate all the services. The brand lose the freedom of work with the best in each discipline.-EventsNamingBrandstrategySpecialEvents* OwnelaborationfromMartyNeumeier
- 22. TheAREASof our structure© Rosebud 2008
- 23. This area contributes with a lot of benefits to the brand building process: THE CONSUMER VOICE is translated to insights and later in a ELABORATED THINKING PLATFORM that allow us to achieve a efficient development of the brand and its creativity.The consumer involvement in the brand creation process is the real ADDED VALUE of the process.The account planning is the axis where we transform the service of a traditional agency that only manages advertising, towards AN AGENCY THAT FOCUS ITS ACTIVITY TOWARDS THE TOTAL BRANDING.Services: account planning and positioning.
- 24. Brand building and development strategies.
- 25. Insights – consumer research.The combination of a GOOD STRATEGY AND A BAD EXECUTION is like a great car without wheels. The production elements around a brand action have the same importance like the brand building and creativity.For that reason, in rosebud, the client service is a key area where ALL THE BRAND COMMUNICATION PIECES TURN AROUND.
- 26. The creativity and design play a main role in the building and creating brands process because DIFFERENCES and EXPRESS its intangibles: the EMOTION, the CONTEXT and the ESSENCE that the consumers cares.Services:Advertising.
- 27. BTL.
- 28. GraphicDesign.
- 30. Naming.
- 31. Packaging, displays, PLV.As the Willy Wonka’s chocolate factory, rosebud is organized to boost the CREATIVITY. All the rosebud workers take part of the creativity. All of them are suscribed to a creative magazine. They choose. The creative training is obligatory. All the fridays are Thinking Fridays. Creativity as the transverse vector.…but keeping in mind one premise: OUR BUSINESS IS NOT THE CREATIVITY FOR CREATIVITY.Is the creativity at the service of the brands.© Rosebud 2008