Communications Management Myths and Reality

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Communications ManagementMyths and Reality
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This afternoon

• Background and structures to ASG
• Preparing a communications campaign
• Advertising since September 11th
• Advertising best-in-class

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Who we are

• The largest communications marketing group on the
  island
• Integrated Communications Management
• Locally owned local control and management

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How we are structured
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What we do

• Advertising creation, origination and production
• Media planning and buying
• Brand diagnostics
• Graphic design and packaging

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What we do
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What we do

• Brand and corporate identity
• Public relations
• Direct marketing
• Web design and marketing
• Recruitment advertising

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Agency Structure
Creative Function
Account Management
Media Planning/Buying
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Who does what

• Account Management
• Client Executive
• Account Manager
• Account Director

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Who does what

• Studio
• Creative Production
• Art Director Finished Artist
• Copywriter Senior Finished Artist
• Creative Director Purchasing

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Who does what

• Media
• Media Planner/Buyer
• Media Director

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Were a business too- Not an advertising
business but a business in advertising
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Preparing a Communications Campaign -A Case
Study
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Northern Ireland Policing Board District
Policing Partnerships
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The Brief

• To attract individuals throughout Northern
  Ireland to join a local District Policing
  Partnership in one of 29 locations

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The Tasks

• To develop the communications brief attaching to
  this essentially HR driven project
• To define and develop the District Policing
  Partnerships brand
• To assess the media platforms
• To establish a Project Board
• To create a results driven and innovative solution

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The Process

• Develop branding device
• Create initial advertising solutions
• Copy test creativity and refine solutions
• Implement production schedule
• Plan buy all media
• Liaise with client Public Relations to press
  launch campaign
• Monitor results

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Update

• Campaign Just concluded on
• TV Radio
• Press 48 Sheet
• Adshel Shopperlite
• 4,500 registered interest
• 1,500 applied for posts

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Advertising SinceSeptember 11th 2001

• The creative view
• The commercial view
• A personal view

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The Creative View

• The medium takes action before the agencyor
  client
• All commercials were vetted before airing and cut
  if deemed inappropriate
• Inappropriate work
• Virgin - BA is trying to drive a 747 through the
  Competition Act
• Government - A smoke alarm campaign using
  Tombstones
• Central Creative Themes were questioned
• Life tastes good - Coca Cola
• We love to make you smile - McDonalds

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The Creative View

• Messages would be redefined for theway forward
• Brand advertising, especially in US, would
  refocus on the basics
• Freedom
• Space
• Family
• Community
• Life itself

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The Commercial View

• The US terror strikes added fear to an
  alreadyinsecure market
• Many organisations, such as Airlines, already had
  plans in place to cover disasters with critical
  plansfor media owners and agencies
• Adverts were not pulled only on taste grounds
  people are less inclined to spend in periods of
  threat/danger
• The commercial reality for the media is
  thatcovering the war costs money coupled to
  aslump in ad revenue.

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The Commercial View

• Broadsheets get c70 of revenue
  throughadvertising from
• Airlines Business Recruitment
• Travel Luxury Goods
• September 2001 saw a 30 year on yearvolume
  decrease
• Margins get squeezed and marginal titles get left
  off schedules altogether
• 300m off the total UK ad spend year on year at
  October 2001 (c5)

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A Personal View

• The world did change on September 11th
• The world has changed before and will again
• The advertising world altered
• Short to medium influenced by 9/11
• Mid to long influenced by global economy

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A Personal View

• Americas heritage is commerce and advertising is
  its pulse
• Predictably, most of what has been said about
  the oncoming death of advertising as we know it
  has turned out to be no more accurate than
  Environs financial statements
• Allen Rostenshine CEO BBDO Worldwide

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Advertisingbest-in-class
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Thanks for listening -Any Questions?
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