TheNewMcCannMedia要点.ppt

McCann-Erickson Guangming The NEW McCann Media What’s New ? What’s New ? Our Media Management Team in China Our Media Team in Shanghai Our Clients in China Media Services: China Rank Est. 1999 Client Spend by Media Power In The MarketplaceAmong International Agencies Leadership, Initiative, Creativity Leadership, Initiative, Creativity Relevant Experience Our media expertise in Tier 1-3 markets is extensive due to the nature of our client base and the experience of our people in developing communications plans. The key problem is that industry media measurement has not kept up Research tools haven’t kept up with the growth rate of media and new technologies Led to media plans based on broad demographic targets - not user, purchaser or influencer consumer focussed McCann invested heavily into media tools and resources to supplement industry data We needed richer consumer data that could be translated into actionable plans- qualitative and quantitative research New tools offer new opportunity and greater effectiveness / accountablility McCann Tools and Media Resources The McCann Media Process Qualitative Quantitative Research and Tools People McCann’s Media Philosophy We are driven by translating our unique insights and understanding of the consumers’ relationship with media into effective ideas and accountable communications solutions that differentiate and build our clients’ brands Traditional MediaApproach Exclusively oriented to GRP’s Demographics oriented Conventional media options New Total Communication Approach All communication channels Unique exposure patterns to the channels Brand’s Selling Strategy and Creative The McCann Media Process The McCann Media Process Industry Information Insights McCann Media Information Brief Questions Raised Business purpose of this campaign Market background Brand Positioning Competitive Set Marketing Objective Strategies Marketing Issues Advertising Objectives Key Lessons development Source of Business/Target