Graham Page, EVP Head of Global Solutions
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Graham Page, EVP Head of Global Solutions

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Graham Page, EVP Head of Global Solutions




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Presentation on theme: "Graham Page, EVP Head of Global Solutions"— Presentation transcript:

Slide1

Graham Page, EVP Head of Global Solutions

Slide2

MULTIPLE AND CONFLICTING PERSPECTIVES ON WHAT

THE

MARKETING IMPERATIVE

TO MAXIMISE GROWTH SHOULD

BE

Slide3

SALIENCE:

top

of mind awareness, the quality of standing out and grabbing attention

Slide4

SALIENCE IS UNDENIABLY IMPORTANT

Slide5

Source: Brandz

Iconic

Star

Mainstream

Generic

Aspirational

Limited

Fighter

Outsider

Specialist

Slide6

AUDIO VISUAL CHANNELS PLAY AN IMPORTANT PART IN DELIVERING SALIENCE

TV

Online

Video

+2.41%

+

1.22

%

0

%

Uplift in metric post exposure

+1.15%

Magazines

Source: Magnetic/Millward Brown

2015

Setting trends measure: Online video n=8, TV n=60,

Mags

n=16, Radio n=17, News n=17, Online Display n=54, OOH n=37, Cinema

n

=

15. 88 UK studies. Impact per person reached.

Slide7

THE POTENTIAL AND UNINTENDED

CONSEQUENCE

OF PURSUING

SALIENCE ALONE

Slide8

VALUABLE BRANDS HAVE FIVE KEY PROPERTIES

Consu

m

e

r

s feel an affinity for them

Consumers

feel

they

will

perform well and meet their needs

They

are

seen as different or unique in the category

They

are

dynamic

and set category trends

They

are

top

of mind to consumers

Meaningful

Difference

Millward Brown Meaningfully Different Framework

2013

Salience

Slide9

BEING MEANINGFULLY DIFFERENT MATTERS

Slide10

Brand buyers who go on to repeat purchase are more likely to perceive brands as meaningful and different, but salience makes little difference

1. CLOSER LINK BETWEEN MEANINGFUL DIFFERENCE AND REPEAT PURCHASE

Source: Combined MB & Worldpanel study, actual purchase behaviour and attitudinal data

Slide11

2. SALIENCE FAILS TO PREDICT PRICE PREMIUM

Source

:

PowerPurchase

studies

, 42

different

brands

Slide12

BUT MEANINGFUL DIFFERENCE DOES…

Average Price Paid

Source

:

PowerPurchase

studies

, 42

different

brands

Slide13

3. A ‘MEANINGLESS’ BRAND THAT INCREASES SALIENCY WILL GROW

Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ

Slide14

BUT DRIVING SALIENCY FOR A MEANINGFULLY DIFFERENT BRAND WOULD DRIVE SALES EVEN MORE

They have the foundation and competitive edge to maximise growth

Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ

Slide15

Different

Meaningful

Salient

Foundation

Competitive

edge

Growth

lever

BRANDS NEED MEANINGFUL DIFFERENCE AS WELL AS SALIENCE

Slide16

HOW DO WE HELP GUIDE BRANDS THROUGH THEIR MEDIA CHOICES?

Slide17

MEANINGFUL:

h

aving

a real importance or value to consumers that delivers against their functional and emotional needs

Slide18

PERONI ACHIEVES AFFINITY BY DIALING UP HERITAGE

Slide19

BIG VISUAL IMPACT MEDIA ACHIEVE BRAND AFFINITY

Cinema

Magaz

i

nes

+

3.62%

+1.53%

%

Uplift in metric post exposure

+

1.89%

OOH

Source: Magnetic/Millward Brown

2015

Affinity Measure: OOH n=12, TV n=15, Newspaper n=8, Online display=10, Radio n=8, Magazine n=3, Cinema n=9, Online

video

n=3

Slide20

MANY HEALTHCARE & FINANCE BRANDS HAVE DRIVEN SUCCESS THROUGH FUNCTIONAL NEEDS

Slide21

INFORMATIVE MEDIA CONVEY THAT A PRODUCT OR SERVICE MEETS NEEDS

Newspapers

Magaz

i

nes

+

1.32%

+0.83%

%

Uplift in metric post exposure

+

1.08%

TV

Source: Magnetic/Millward Brown

2015

Setting trends measure: OOH n=13, TV n=19, Newspaper n=3, Online disp. n=19, Radio n=6, Magazine n=7, Cinema n=7, Online

video

n=4

Slide22

DIFFERENTIATION:

to

achieve a level of separation from other brands in the category due to sense of uniqueness or dynamism

Slide23

JAGERMEISTER STANDS OUT

Slide24

TARGETED, PREMIUM CHANNELS CONTRIBUTE TO UNIQUENESS

Cinema

Radio

+

3.50

%

+0.71%

%

Uplift in metric post exposure

+

2.49%

Magaz

ines

Magazine media has a diverse creative canvas that allows successful delivery of differentiation

Slide25

AUDI STAND

APART THROUGH LEADERSHIP CREDENTIALS

Slide26

SPECIALIST CHANNELS ACHIEVE DYNAMISM

Cinema

Radio

+

2.86

%

+0.83%

%

Uplift in metric post exposure

+

1.45%

Magaz

ines

Specialist knowledge of magazine editors and their trusted voice on

new trends

means they successfully deliver differentiation

Slide27

Salient

MAGAZINES UNIQUELY IMPACT CONSUMERS STRONGLY ACROSS ALL FIVE OF THE KEY MDF METRICS

Newspapers

Magazines

TV

Online Display

Radio

OOH

Cinema

Online Video

Media ranking by metric (top 3 shown)

Source: Magnetic/Millward Brown 2015

See additional slides for samples of individual metrics

Meaningful

Difference

Salience

Meets Needs

Brand affinity

Unique

Sets Trends

1

2

3

3

2

1

3

2

1

2

3

1

1

2

3

Slide28

A MEANINGFULLY DIFFERENT IMPACT

affinity

meet

their needs

unique

dynamic

top

of

mind

WE CREATED A

SINGLE

METRIC WHICH

AGGREGATES

CHANNEL

PERFORMANCE

ACROSS

ALL FIVE

METRICS

.

WE

REFER

TO

THIS AS

MEANINGFULLY

DIFFERENT

IMPACT

Slide29

MEANINGFULLY

DIFFERENT IMPACT

Magazines and Cinema excel at helping brands deliver a meaningfully different impact for consumers

TV

Cinema

+

1.77

%

+

0.89%

%

U

plift in metric post exposure

+

1.59%

Magazines

Source: Magnetic/Millward Brown

2015

MDI

Measure: Magazines n=22, TV

=

83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video

n=9

Slide30

COST PER 1% MDI CONTRIBUTION

Magazines have the lowest overall cost to deliver 1% of MDI

Newspapers

Magazines

TV

Online Display

Radio

OOH

Cinema

£0.55m

£1.62m

£3.32m

£2.64m

£1.45m

£3.98m

£3.99m

Source: Magnetic/Millward Brown 2015

MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9 *Low base size

Slide31

CONCLUSION

> SALIENCE IS UNDENIABLY IMPORTANT AS A GROWTH LEVER

> MAGAZINE MEDIA IS A CONSISTENT ALL ROUNDER IN

DELIVERING BRAND EQUITY

> MEANINGFUL DIFFERENCE IS A POWERFUL LONG-TERM BRAND DRIVER

>

MAGAZINES

ARE THE MOST COST-EFFICIENT CHANNEL IN

THE

MIX, AND PARTICULARLY STRONG AT DRIVING

DIFFERENTIATION FOR A BRAND