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Mark Ritson's presentation at Mumbrella360

Mark Ritson, Adjunct Professor, Melbourne Business School presented 'Exclusive Research: Lessons on Effective Advertising from Half a Century of Effie Awards'.

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Mark Ritson's presentation at Mumbrella360

  1. 1. 10 Lessons on Effective Advertising From Half a Century of Effie Awards
  2. 2. 1968 2019 5,900
  3. 3. Research
  4. 4. Strategic Objectives
  5. 5. Objectives – The Signal of Strategy Business Aspirations Reverse sales decline Tactical Goals Get 400,000 Social mentions Strategic Objectives Increase Consideration
  6. 6. Objectives – The Signal of Strategy Increase Brand Awareness from 70% to 80% by June 2016 Increase Consideration from 15% to 65% by June 2016 Become the market leader in Iced Coffee, Then grow share in NART
  7. 7. Australian Comparison AverageObjectives USA Australia 3 2 1 0 0.28 0.41 0.400.37 2.5 2.5 N=1445
  8. 8. Long & Short Term
  9. 9. Peter Field Les Binet
  10. 10. 6 Month Window SalesUpliftoverBase Time
  11. 11. Hugh Johnston, Pepsico CFO “Any idiot can do short term. Any idiot can do long term. The trick is to do both.”
  12. 12. <12M >12M <12M >12M N=1445 100% 50% 0 81% 19% 66% 34% Australian Comparison
  13. 13. Target Marketing?
  14. 14. Byron Sharp & Sophisticated Mass Marketing Prof Byron Sharp Sophisticated mass marketing doesn’t mean targeting everyone, nor does it mean treating everyone the same. It means understanding the heterogeneity in your market, and then catering for only the differences that matter in order to maximise reach while not eliminating the benefits of scale.
  15. 15. Binet & Field, IPA Data The BIG Answer
  16. 16. Masterbrand Category Link the POV to ProductsMake the POV Famous PersuasionEmotional Connection Cultural Resonance Mental Availability Sales
  17. 17. Mass-Marketing Target Segments Target the Whole Category Mass-Reach Media Brand Image Long Term Consistency Target Specific Segment(s) More Targetable Media Product Positioning Shorter Term Activations
  18. 18. Australian Comparison Segment Mass L&S N=1445 100% 50% 0 Segment Mass L&S 75% 25% 64% 20% 16%
  19. 19. Media vs Creative
  20. 20. 100% 80% 60% 40% 20% 0% 2011-2015 Media Focus ProportionofEntries n=4,2322010. 2011 2012 2013 2014 2015 2016 2017 Media Dominant
  21. 21. Shit that arrives at the speed of light is still shit. David Abbott Shit that arrives at the speed of light, is still shit.
  22. 22. 9% 2% 47% 15%22% 5% Targeting Context Creative Brand Recency Reach The Effective Power of Creative
  23. 23. The Effective Power of Creative
  24. 24. Differentiation?
  25. 25. Realistic Differentiation Rosser Reeves USP Ries & Trout Own a Single Idea • Different Names • The brand is here now, others are not • I know where it is • I have an account with them • It has my size • This is the only one in red Byron Sharp Differentiation?
  26. 26. Multi-Channel
  27. 27. UK Campaign of the Year
  28. 28. US Campaign of the Year
  29. 29. The Synergies of Integration
  30. 30. The Lost Secret Formula of Synergy A x B > 2a or 2b
  31. 31. Agency Marriage
  32. 32. Australian Comparison AverageAgencyPartners USA Australia 3 2 1 0 0.28 0.41 0.400.37 2.5 1.4 N=1445
  33. 33. 0.32 awardscore degree of bravery 1 2 3 4 5 1.2 1.0 0.8 0.6 0.4 0.2 0 Bravery n=4,645 0.54 0.38 0.53 1.26
  34. 34. Australian Comparison BraveryAvgScore USA Australia 5 4 3 2 1 0 0.28 0.41 0.400.372.5 3.2 N=1445
  35. 35. How to be Effective SPEND TIME ON DIAGNOSIS FIRST TWO STRATEGIC OBJECTIVES LONG & SHORT MASS & TARGETED AIM FOR DIFFERENTIATION AMAZING CREATIVITY AS MANY CHANNELS AS EFFECTIVELY POSSIBLE THREE LEAD AGENCIES, INTEGRATED BY THE CLIENT COURAGE!

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