y & r credentials: client pitch (part 2) -...

Y & R Credentials: Client Pitch(Part 2)

Slide 44

Percentilerank (%)

BAV: 4 Pillars of Brand Equity

DIFFERENTIATIONThe Brand’s point of

difference

RELEVANCEHow appropriate

the Brand is to you

ESTEEMHow well regarded

the Brand is KNOWLEDGEHow familiar is

the brand &product

BRAND BUILDING PROCESS

• A Brand’s pillars are measured relative to other brands in the marketpla ce

The next discovery tool is Y&R’s Brand Asset Valuator or BAV. Here we focus on your brand’scurrent health and how well it’s performing. This tool measures your brand equity using fourpillars.

Differentiation: How distinctly the brand is viewed as different from its competitors.

Relevance: How appropriate the brand’s image is to the product and the needs of consumers.

Esteem: How well regarded the brand is.

And knowledge: How familiar your brand and product is among the people you want to reach.We measure these four pillars by conducting consumer interviews and marketplace research,then evaluating those results against our deep database of local and international brandinformation. By accurately defining your current brand equity we then can better target theareas which need to be strengthened.

Achieving Brand MeaningThe Energy that drives competitive brand positioning

The third tool we use in brand exploration is Y&Rchetypes. This tool identifies the energy thatwill drive your brand positioning. Y&Rchetypes takes psychologist Carl Jung’s revolutionary(and now widely accepted) theory of universal behavior -driving images and combines it withthe enduring power of myth.

What does mythology have to do with 21st century branding? A lot.

Each and every one of us creates a personal myth about ourselves. These myths help us makesense of our lives and they also support us during difficult times. We’ve all grown up beingentertained and taught by stories whose characters may look modern, but really are thousandsof years old. The power of myth is the reason that TV shows like “Heroes” become worldwidehits, and why films based on superhero comic books drive millions of moviegoers into theatersacross the United States, Europe, and Asia.

EMOTIONEMOTION

ENERGYENERGYTHOUGHTTHOUGHT

SUBSTANCESUBSTANCE

MAGICIAN(TRANSFORMATION)

SAGE(WISDOM)

GUARDIAN(PROTECTION)

EARTH MOTHER(NATURE)

ENCHANTRESS(PLEASURE)

JESTER(HUMOR)

WARRIOR(POWER)

PATRIARCH(AUTHORITY)

LOVER(ROMANCE)

EXPLORER(DISCOVERY)

HERO(SPIRIT)

COMPANION(FRIENDSHIP)

MAIDEN(INNOCENCE)

Image DynamicsImage Dynamics

The Y&Rchetype diagram identifies 13 primary archetypal images powered by myth. Let’s startin the left hand corner and work around. First, we have the Sage, who reflects wisdom. TheWall Street Journal is a good example of this kind of brand. Next, we have the Magician, whoreflects transformation. The Skyy vodka brand, with its unique blue bottle, captured a largemarket share playing up this image. Then we have the Jester, who reflects humor and anti-establishment. Richard Branson did an excellent job using this image to build the Virgin brand.And of course the Jester is extremely important in Thailand, where the image of “sanuk” or funis a strong cultural force and part of the Thai identity.

Slide 47

Sealect TunaSealect Tuna

The Jester atWork

At Y & R we love working with the Jester to create commercials that make viewers laugh andremember the product being advertised. This ad we created for Sealect Tuna is one of ourfavorites…(click commercial)

That ‘elevator’ ad was a finalist in the London International Advertising Awards. It was sosuccessful that several years later the commercial was adapted for the US market by Chicken ofthe Sea.

EMOTIONEMOTION


SUBSTANCESUBSTANCE


SAGE(WISDOM)




JESTER(HUMOR)

WARRIOR(POWER)


LOVER(ROMANCE)

EXPLORER(DISCOVERY)

HERO(SPIRIT)


MAIDEN(INNOCENCE)


Returning to the diagram and moving down we have the Enchantress, who reflects pleasure.The Y & R commercial we showed you earlier for King Power is a good example of how thisimage can be projected.

Next we have the Companion, who reflects friendship. The Happy Dprompt campaign you sawdemonstrates how this archetypal image can be used.

Moving to the left we then have the Maiden, who reflects innocence. Dove soap has used thisimage successfully for decades. Last, we have the Earth Mother. She reflects nature andnurturing. Nestle’s sub-brand Maggi has used this image effectively to sell its instant soups andnoodles.

Slide 49

OishiOishi Green TeaGreen Tea

Earth Motherat Work

And here at Y & R we used the Earth Mother image in our campaign for Oishi teas, while alsokeeping in a little bit of the Jester. Let’s have a look…(click commercial)

EMOTIONEMOTION


SUBSTANCESUBSTANCE


SAGE(WISDOM)




JESTER(HUMOR)

WARRIOR(POWER)


LOVER(ROMANCE)

EXPLORER(DISCOVERY)

HERO(SPIRIT)


MAIDEN(INNOCENCE)


Back to the diagram. Going up, we now have the Guardian, who reflects protection. The Shelloil company has long used this image to inspire trust and bring drivers to their service andpetrol stations.

Moving to the upper left corner of the inside box we have the Warrior, who projects an image ofpower. A worldwide research survey conducted in 2001 showed that buyers of Volvos viewedthe company this way. They felt their cars were “strong as tanks” and could withstand anythingon the road.

To the right, we then have the Explorer, who represents discovery. Nike with its “just do it”slogan created a great explorer image, inspiring people to put on their running shoes anddiscover the parks, trails, and roads around their homes.

Next, we have the Lover, who of course represents romance. This image is often used byjewelry, perfume, and cosmetics companies.

To the left, we then have the authoritarian Patriarch. The Succeeders type who we talked aboutearlier in the Cross Cultural Consumer Characterization are often drawn toward this type ofbrand image. For example, American Express has done very well in establishing a patriarchimage, attracting a much higher percentage of top earning executives to their card services thanMasterCard or Visa.

Lastly, in the center of the diagram we have the Hero, representing spirit. BMW is a goodexample of a company that projects a strong spirit and hero image.

Of course, no brand simply projects one image. But there is always one primary archetypalimage, which is then supported by other players in the diagram. For example, you saw how weused the Jester to help support the primary Mother Earth image in the Oishi commercial.Now that you have some background regarding these tools lets see how our strategic planningprocess all comes together for the client.

Y & R Client: UBCY & R Client: UBC

Explorer(Discovery)

Jester(Humor)

Companion(Friendship)

UBC came to us looking for a campaign to increase subscriptions among Thai families andpromote their “True Knowledge” channel package. Our brand exploration process told us thatpositioning UBC as a necessary investment among aspirer and succeeder parents was our mainchallenge. We knew that we had to energize both the children and the parents with thiscampaign.

To do that we developed a strategy using the Explorer as our primary archetypal image,supported by the Jester who would appeal to kids and the Companion who would attract bothparents and kids. In our commercials we wanted to tap into the power off all three images (clickcommercial)

Slide 52

PrintPrintCampaignCampaign

We then followed up this commercial with an Explorer and Companion driven print campaign.

STANDY

BUNTING

POSTER

The print campaign was supported by other marketing materials projecting the same image.

Slide 54

FOLDER

SUNSHADE

VAN CD-ROM CD BOX

In sync packaging and promotional material was also distributed to UBC subscribers…

UBC Traveling Road Show

…while the Y & R special events team developed the UBC traveling road show to tour Bangkokand local provincial festivals, generating excitement among Thai children for UBC’sprogramming.

Slide 56

UBC Entertainment Tent

The specially designed UBC entertainment tent was divided into six rooms: Arts, Nature,Sports, Exploration, Logic, and Creativity—all with fun activities for kids. While a rest areawas set apart for parents to relax and learn more about special promotions and UBCsubscription packages.

The results?

THE UBC RESULT

• New subscriptions rapidly increase.• Brand equity grows.• Brand/consumer relationship is strengthened• New consumer motivation is energized:

“It’s worth investing in UBC for my kids.”

New UBC subscriptions rapidly increased, the UBC brand equity grew, the relationshipbetween UBC and its customers’ lifestyle was strengthened, while a new consumer motivationwas energized:

Thai mothers and fathers were now saying: “It’s worth investing in UBC for my kids.”The success that Y & R has had with creating campaigns like these is based on more than thediscovery tools we use. Our success is driven by the dedicated and talented staff here at Young& Rubicam Thailand, and the strong relationships our management team builds with clients.Let me introduce you to those people now…

Slide 58

Y&R ThailandManagement Team

Nopadol UtiswanakulCreative Director

Narong ChokpiboonkarnVice President

Account Management

Wanvimol MarkcayathornGeneral Manager

Senior Vice PresidentOperations & HR

Anawat Songtis

Senior Vice PresidentFinance & IT

Piya BoontarigExecutive

Creative Director

Trong Tantivejakul

ExecutiveCreative Director

Sohn ChongsrichanChief Executive Officer

Sohn Chongsrichan is our Chief Executive Officer. Anawat Songtis is Senior Vice President incharge of finance and information technologies. Our award-winning Executive CreativeDirectors are Trong Tantivejakul and Piya Boontarig. Narong Chokpiboonkarn is VicePresident in charge of Account Management, Wanvimol Markcayathorn is Senior VicePresident of Operations and Human Resources, and Nopadol Utiswanakul is Creative Director.All have many years of experience directing successful campaigns for clients and getting themost from our staff of specialists who work in the following departments:

Y&R Thailand Structure

AccountManagement

StrategicPlanning &Research

GraphicDesign &

Packaging

Creative Consumer &Brand Activation

Human Resources& Operations

FinanceInformation& Technology

Art Studio& Production

Account Management, Strategic Planning & Research, Creative, Graphic Design & Packaging,Consumer & Brand Activation, Human Resources & Operations, Information & Technology,Finance, and Art Studio & Production. Although separate, all departments work together as ateam to provide the best possible results for every project and campaign.

When choosing Y & R Thailand as your partner you also enjoy the added benefits of ourexclusive programs and events.

Slide 60

Y&R Client ExclusivesY&R Client Exclusives

Free Seminars by Global ThinkersFree Seminars by Global Thinkers

Consultations with Thai Government OfficialsConsultations with Thai Government Officials

Brainstorming Business RetreatsBrainstorming Business Retreats Free SeminarsFree Seminars by Thai & Asian Expertsby Thai & Asian Experts

These include free seminars by globally recognized thinkers. Private consultations withgovernment officials regarding business operations in Thailand. Brainstorming businessretreats with Y & R’s creative staff and management. And free seminars by experts in the Thaiand Asian markets.

For example…

Daniel MorelDaniel Morel

A New Navigation System for a World Where CustomersAre King And Experience Rules

In past years, Daniel Morel, CEO & Chairman of Wunderman, has talked with Y & RThailand’s clients about how to navigate through the new business world where customers areking and experience rules.

Slide 62

ChrisChris JaquesJaques & Ann Fudge& Ann Fudge

Global Brands Seminar

Chris Jaques (CEO of Y & R Asia) and Ann Fudge (CEO and Chairman of Young & RubicamBrands) discussed with clients the challenges and rewards of building and supporting a globalbrand.

Advertising LawAdvertising Law

• Thai Food & Drug Administration

• Consumer Protection Board

• Censorship Board

PRESENTERS

And representatives from the Thai FDA, Consumer Protection Board, and Censorship Boardhave helped Y & R clients better understand the rules and nuances of advertising law inThailand.

In addition to knowledge-building events like these…

Slide 64

DpromptDprompt –– Y & R Retreat atY & R Retreat atPurimantraPurimantra Resort & SpaResort & Spa

…our brainstorming retreats and workshops are something that we all enjoy and value. For itallows us to get to know our clients better, and in a relaxed setting…

OvaltineOvaltine Workshop atWorkshop atMarriot Resort & SpaMarriot Resort & Spa

Fresh Solutions to New Challenges

…that often produces fresh ways to approach problems, overcome obstacles, and achieve ourshared objectives.

In addition to the common goal of business growth, one objective that we share with our clientsis the goal of corporate responsibility.

Slide 66

WPP Group

Global CommunicationsGlobal Responsibility

As a leading member of the WPP group, a world leader in marketing communications, Y & Ralso takes the lead in active community involvement through pro -bono work to worthy causesand educational initiatives.

Y&R Public ServiceY&R Public Service

Alcohol Awareness

One of Y & R’s most recent public service works includes the following commercial to warnagainst alcohol abuse and to remember the Buddhist Lent period of Gao Pen Sah. (clickcommercial)

At Y & R Thailand we also continually encourage the growth of young talent…

Y & R Brand Gym ProgramY & R Brand Gym Program

…through our brand gym program, which nurtures the skills of the next generation of businessleaders and entrepreneurs…

Slide 69

WPP YOUNG TALENT PROGRAM

…and through the WPP Young Talent program, which seeks to develop and honor the creativetalents of Thailand university students.

In addition…

SME WorkshopsSME Workshops

…our CEO conducts workshops for small and medium sized Thai businesses, and teachesregularly at Chulalongkorn University, despite his very full schedule of other commitments. It’sthrough education initiatives like these that our agency has become recognized as a valued andresponsible member of the Bangkok community.

So, to summarize what you will receive when choosing Y & R as your partner…

Slide 71

The Y&R AdvantageThe Y&R Advantage

The Finest Local Creative TalentThe Finest Local Creative Talent

Dynamic Brand Management ToolsDynamic Brand Management Tools

Diverse Industry Knowledge BaseDiverse Industry Knowledge Base

Integrated Skill Sets & CampaignsIntegrated Skill Sets & Campaigns High Staff to Client RatioHigh Staff to Client Ratio Exclusive seminars and workshopsExclusive seminars and workshops 22 Year Proven Track Record22 Year Proven Track Record We Have The Power toWe Have The Power to EnergizeEnergize BusinessBusiness

You’ll be working with the finest creative talent in Thailand. You’ll benefit by our dynamicbrand management tools and deep knowledge of the local marketplace. We’ll provide you witha wide variety of integrated skill sets and potential campaigns that span the media landscape.And you will never have to worry about the status of your projects and how the work isprogressing. We provide exceptional personalized service and assign more staff to clients thanany other top ten agency. You’ll also receive the added value of our exclusive expert seminarsand workshops. And most importantly, we have a 22 year proven track record of energizingbusiness in Thailand (click on black box in right hand corner)…

Thank you for your time, and we look forward to welcoming you…

THAILAND

…into our family of successful clients.

Answer questions from clients

y & r credentials: client pitch (part 2) -...

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