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Slide 1: ISRUPTION Or how doing things differently benefit the brand, the marketer and the consumer. Vietnam Marketing Conference 18 February 2009
Slide 3: BIRGER LINKE How we come up with award-winning id Executive Creative Director TBWA\Vietnam Vietnam Marcom 10 June 2008
Slide 4: BWA\ IETNAM
Slide 5: BWA 5th largest agency group in the world, and the fastest growing 1 2 3 4 5 6 JWT Dentsu BBDO McCann Erickson Worldwide DDB $ 2,171 $ 1,742 $ 1,619 $ 1,432 $ 1,292 $ 1,237 -0.6% +13.2% +9.5% +13.3% +13.8% +8.5%
Slide 6: BWA $11,377 $12,694 5th largest agency group in the world, and the fastest growing $10,820 $12,383 Part of the Omnicom Group, the world largest Communications Group $10,000 $6,191 $6,554 $5,872 $6,384 $2,951 $6,932 $1,841 $2,094
Slide 7: BWA 5th largest agency group in the world, and the fastest growing Part of the Omnicom Group, the world’s largest Communications Group 24th most creative company in the world
Slide 8: TBWA 5th largest agency group in the world, and the fastest growing Part of the Omnicom Group, the world’s largest Communications Group 24th most creative company in the world 9,700 people in 75 countries in 258 offices
Slide 9: UR GLOBAL LIENTS:
Slide 10: ND OUR OCAL ONES:
Slide 11: WHY DO WE WORK FOR THEM THE WAY WE WORK?
Slide 12: RANDS AVE RUN UT OF UICE
Slide 13: More and more people in the world have grown to expect great performance from products, services and experiences. ND OST OFTEN, E GET IT.
Slide 14: AKE YOUR IKE FOR EXAMPLE
Slide 15: OUR UP OF OFFEE
Slide 16: R YOUR RENCH RIES
Slide 17: RANDS NSPIRING while others suffer? O WHAT AKES SOME
Slide 18: HE NSWER: Disruption
Slide 19: ENJAMIN RANKLIN AID: “Insanity is doing the same thing over and over again, expecting different results.”
Slide 20: ISRUPTION OES THE PPOSITE
Slide 21: Vision: A projection of the company into the future, a big idea to aspire to. Convention: A widely accepted belief. Disruption: A radical new idea to help reach the vision faster.
Slide 22: N EXAMPLE: QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
Slide 23: N XAMPLE: Convention till 1968 Disruption
Slide 24: ND WHAT ORKS IN PORTS, ORKS FOR RANDS,TOO.
Slide 25: OW ABOUT OMPUTERS? Apple Computers
Slide 26: Vision: Apple is the tool for creative minds Convention: In high technology products, communication must revolve around product features Disruption: “Apple is not about bits and boxes, it’s about values.” Steve Jobs
Slide 27: ND HERE’S HE ESULT:
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Slide 33: QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
Slide 34: ODAY, THE NCE BIG OMPETITION S JUST NO ATCH.
Slide 35: QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
Slide 36: QuickTime™ and a decompressor are needed to see this picture.
Slide 37: ND HERE’S NOTHER XAMPLE: adidas
Slide 38: ET’S HAVE A ILLBOARD EATURING OCCER GEAR.
Slide 39: But does it have to be a bigger version of the poster? QuickTime™ and a decompressor are needed to see this picture.
Slide 40: ET’S HAVE A OSTER EATURING HE LL BLACKS
Slide 41: But does it have to be printed with color? QuickTime™ and a Sorenson Video 3 decompressor are needed to see this picture.
Slide 42: ND HOW BOUT AUNCHING SOCCCER ALL?
Slide 43: Why not let the customer experience beeing the ball?
Slide 44: UT WE’RE IN IET NAM! Our customers are simple people. We’re a mass market brand. They don’t understand.
Slide 45: Disruption doesn’t mean doing crazy things, because they’re crazy. Disruption means doing what is right for the brand.
Slide 46: Communicating a simple message relevant to the target audience.
Slide 47: BUT different from what everybody else is doing.
Slide 48: LOCAL XAMPLE: Vinamilk’s Dielac
Slide 49: Vision: Vinamilk understands the Vietnamese mom Convention: Communicating benefits and ingredients gives the brand credibility Disruption: Establish an emotional connection
Slide 50: ND HERE’S HE ESULT:
Slide 51: QuickTime™ and a decompressor are needed to see this picture.
Slide 52: ND HROUGH HE LINE:
Slide 57: THE RESULT IN FIGURES: +12% IN VOLUME
Slide 58: 2ND XAMPLE: Best Carings
Slide 59: ES, ISRUPTION VEN ORKS FOR
Slide 60: Vision: Best service and best care Convention: Promotions drive purchase Disruption: Communicate Japanese values
Slide 66: THE RESULT IN FIGURES: +40% IN SALES VOLUME
Slide 67: TO FINISH: These examples show, how you can transform your brand into an inspirational brand.
Slide 68: And at the same time make your brand more successful, give to the consumer something he can enjoy and appreciate, instead of wasting his time, …
Slide 69: … and get yourself a promotion, because your campaign does so well!
Slide 70: CAM ON
Slide 71: UESTIONS R EEDBACK? Birger.Linke@TBWA.com.vn