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Worldwide Mesh - Weaving the Context into Content #2
Integration truly is the future…

• The need to go beyond “projects”




• Integrating across disciplines


• A flavour of the power of meta-analysis
   – Patterns from BrandZ and Tracking data and implications for
     advertising
The Attention Economy
The Attention Economy

“In today’s Attention Economy, we obsess
about the attention part and forget about why
we need that attention in the first place :
(brand) relationships”



                                 quote from ‘Lovemarks: the future beyond brands’

                       Kevin Roberts, Global CEO Saatchi&Saatchi
Fact #1
   Fragmenting categories are the new reality
                  Leader Brands : Consumer Bonding over time


            77
            70                                                                                                                   73
                                                                                                            64
                                                                                                                                 54

            40
            28
                                                                                                                                 25
            23                                                                                                                   22
            17                                                                                                                   13
                                                                                                                                 11

                 2006-                        2007                        2008                        2009                    2010
                             HP           FAL            LIC          McDonalds                 Nokia              Thums Up

                 Source: BrandZ™ India 1999-2009 ; BrandZ™ is based on Millward Brown’s Brand Dynamics framework
There is a decline in engagement. Is the nature of
            engagement also changing?
                     Six different ways people bond with brands
      Different                                       Dynamic     Popular (Fame)




      Best Deal                              Rational Affinity   Emotional Affinity




       Basis : Brand Dynamics™ studies globally (and in India)
Fact #2
   We seek reassurance from brands but in today’s
   environment, brands also need to ‘stand out’
                        Factors Influencing Bonding for strong brands
                                                            10.8


                                                            10.0




             4.5                    4.3                                                                                                 4.5
                                                                                                              4.2

                                                                                       3.1                                              4.2
                                     4.1
                                                                                                              3.3
             2.3
                                                                                       0.5


          Different             Dynamic                    Fame                    Price                 Rational              Emotional
                                                                                                         Affinity               Affinity
                                                                INDIA              GLOBAL
             Source: BrandZ™ India : Classic/Olympic Brands, 1999-2009; BrandZ™ is based on Millward Brown’s Brand Dynamics framework
Fact #2
     And this is only increasing over time… Creating a
     unique space is more important than ever for brands
                       Factors Influencing Bonding for Strong brands
                                                            9.9




            5.0
                                    4.0                                                                      4.0                     4.3

            14                                                                       2.5


                                    -1                       -1
                                                                                    -24                       -7                         -6




          Different            Dynamic                    Fame                     Price                Rational              Emotional
                                                                                                        Affinity               Affinity
                                             2008+                –         +       Change over previous years
              Source: BrandZ™ India : Classic/Olympic Brands, 1999-2009; BrandZ™ is based on Millward Brown’s Brand Dynamics framework
How has advertising delivered to
        this challenge?
Fact #4

   We are equal to any when it comes to effectiveness of
   advertising      % shift in key metrics post advertising



                                                                                                                                     Global Avg.



   3                                          3                      3                                              3

           2          2                                                         2                                              2        2         2

                                   1                    1

   (~400 ads)         (~300 ads)               (~600 ads)              (~100 ads)                                      (~400 ads)        (~400 ads)
   India               Brazil               Argentina                 Turkey                                            UK                  USA

                                                               Saliency                    Preference
                                   % change in measure (peak in 8 weeks post ad coming on-air versus 8 weeks prior to advertising)



                Source: Global Millward Brown Dynamic Tracking database
…but its also about how we get there!
                        Effectiveness
                                   =
          Impact      Branding               Media                       Brand
                                             Weight                     elasticity




            Creative Impact   We measure this via the Awareness Index – the % increase in ad
                              awareness per 100GRPs
Fact #5
   Are we delivering because we are spending more?
   Creative Impact is low compared to other countries
                  Average Awareness Index by country




                                                                       Global Average 5

                                                      8
                                      6                                                       6
                                                                      5
           4          4                                                               4



          India     Brazil        Russia           China          Mexico            Turkey    UK

          (513)      (148)         (199)            (161)            (94)            (233)   (1156)
                          Source: Global Millward Brown Dynamic Tracking database
Fact #6
     We are meeting the Attention challenge well – people
     remember our ads but…
               A look at recognition of ads and how well branded they are




                                                     57
                                                                                            60       Global Avg. 49
     54              51             51                                 52
                                                                                                             48


    India          Brazil        Russia            China            Mexico            Turkey                UK
    (879ads)        (1017ads)     (495ads)         (366ads)           (760ads)            (750ads)        (626ads)




                                Source: Global Millward Brown Dynamic Tracking database
Fact #6
  In our effort to break clutter, are we losing sight of the
  branding challenge?
                A look at recognition of ads and how well branded they are
                                                        80




                          65        65                                               67
                                                                                              55
                                                                                                         Global Avg. 62
     58
                                                                                                                         56

                                                                                              60
                                                                                                         Global Avg. 49
                                                        57
       54               51           51                                     52
                                                                                                                48


     India             Brazil      Russia             China             Mexico               Turkey            UK
     (879ads)          (1017ads)    (495ads)          (366ads)            (760ads)            (750ads)        (626ads)

                                      Recognition                   Branding

                                   Source: Global Millward Brown Dynamic Tracking database
Fact #6
          Critically, this hasn’t always been the case
                A look at recognition of ads and how well branded they are

                Pre2008       2008+                              80
    Recognition 53               55
    Branding    62               54
                                                                                  67
                            65                65
                                                                                                          Global Avg. 62
      58
                                                                                                                56
                                                                                                 55


                                                                                                 60
                                                                                                          Global Avg. 49
                                                                 57
      54                    51                51                                  52
                                                                                                                48


     India                Brazil            Russia            China           Mexico          Turkey            UK
     (879ads)             (1017ads)                           (366ads)          (760ads)       (750ads)        (626ads)
                                             (495ads)

                                                        Recognition                         Branding
                                  Source: Global Millward Brown Dynamic Tracking database
So what does this mean for us?

Learnings from tracking brands that have met the
              Attention Challenge
Implications
 Seems obvious – but stay true to the core of the brand




                                  Dove
Implications
 Seems obvious – but stay true to the core of the brand
 Make the distinction between ads that are different and ads that make a
    brand stand apart




                           Bingo!           Micromax
Implications
   Seems obvious – but stay true to the core of the brand


   Make the distinction between ads that are different and ads that
    make a brand stand apart


 Often its not about an execution or even a campaign, its about a
    concept that is the unifying thread




                                Tata DoCoMo
Meeting the Attention Challenge
   Seems obvious – but stay true to the core of the brand


   Make the distinction between ads that are different and ads that
    make a brand stand apart


 Often its not about an execution or even a campaign, its about a
    concept that is the unifying thread



     Clarity of purpose and consistency of execution
Integration : Beyond the sum of the parts

• Beyond projects

• Beyond silos of disciplines

• Beyond ‘simple addition of information’
Worldwide Mesh - Weaving the Context into Content #2

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Worldwide Mesh - Weaving the Context into Content #2

  • 2. Integration truly is the future… • The need to go beyond “projects” • Integrating across disciplines • A flavour of the power of meta-analysis – Patterns from BrandZ and Tracking data and implications for advertising
  • 4. The Attention Economy “In today’s Attention Economy, we obsess about the attention part and forget about why we need that attention in the first place : (brand) relationships” quote from ‘Lovemarks: the future beyond brands’ Kevin Roberts, Global CEO Saatchi&Saatchi
  • 5. Fact #1 Fragmenting categories are the new reality Leader Brands : Consumer Bonding over time 77 70 73 64 54 40 28 25 23 22 17 13 11 2006- 2007 2008 2009 2010 HP FAL LIC McDonalds Nokia Thums Up Source: BrandZ™ India 1999-2009 ; BrandZ™ is based on Millward Brown’s Brand Dynamics framework
  • 6. There is a decline in engagement. Is the nature of engagement also changing? Six different ways people bond with brands Different Dynamic Popular (Fame) Best Deal Rational Affinity Emotional Affinity Basis : Brand Dynamics™ studies globally (and in India)
  • 7. Fact #2 We seek reassurance from brands but in today’s environment, brands also need to ‘stand out’ Factors Influencing Bonding for strong brands 10.8 10.0 4.5 4.3 4.5 4.2 3.1 4.2 4.1 3.3 2.3 0.5 Different Dynamic Fame Price Rational Emotional Affinity Affinity INDIA GLOBAL Source: BrandZ™ India : Classic/Olympic Brands, 1999-2009; BrandZ™ is based on Millward Brown’s Brand Dynamics framework
  • 8. Fact #2 And this is only increasing over time… Creating a unique space is more important than ever for brands Factors Influencing Bonding for Strong brands 9.9 5.0 4.0 4.0 4.3 14 2.5 -1 -1 -24 -7 -6 Different Dynamic Fame Price Rational Emotional Affinity Affinity 2008+ – + Change over previous years Source: BrandZ™ India : Classic/Olympic Brands, 1999-2009; BrandZ™ is based on Millward Brown’s Brand Dynamics framework
  • 9. How has advertising delivered to this challenge?
  • 10. Fact #4 We are equal to any when it comes to effectiveness of advertising % shift in key metrics post advertising Global Avg. 3 3 3 3 2 2 2 2 2 2 1 1 (~400 ads) (~300 ads) (~600 ads) (~100 ads) (~400 ads) (~400 ads) India Brazil Argentina Turkey UK USA Saliency Preference % change in measure (peak in 8 weeks post ad coming on-air versus 8 weeks prior to advertising) Source: Global Millward Brown Dynamic Tracking database
  • 11. …but its also about how we get there! Effectiveness = Impact Branding Media Brand Weight elasticity Creative Impact We measure this via the Awareness Index – the % increase in ad awareness per 100GRPs
  • 12. Fact #5 Are we delivering because we are spending more? Creative Impact is low compared to other countries Average Awareness Index by country Global Average 5 8 6 6 5 4 4 4 India Brazil Russia China Mexico Turkey UK (513) (148) (199) (161) (94) (233) (1156) Source: Global Millward Brown Dynamic Tracking database
  • 13. Fact #6 We are meeting the Attention challenge well – people remember our ads but… A look at recognition of ads and how well branded they are 57 60 Global Avg. 49 54 51 51 52 48 India Brazil Russia China Mexico Turkey UK (879ads) (1017ads) (495ads) (366ads) (760ads) (750ads) (626ads) Source: Global Millward Brown Dynamic Tracking database
  • 14. Fact #6 In our effort to break clutter, are we losing sight of the branding challenge? A look at recognition of ads and how well branded they are 80 65 65 67 55 Global Avg. 62 58 56 60 Global Avg. 49 57 54 51 51 52 48 India Brazil Russia China Mexico Turkey UK (879ads) (1017ads) (495ads) (366ads) (760ads) (750ads) (626ads) Recognition Branding Source: Global Millward Brown Dynamic Tracking database
  • 15. Fact #6 Critically, this hasn’t always been the case A look at recognition of ads and how well branded they are Pre2008 2008+ 80 Recognition 53 55 Branding 62 54 67 65 65 Global Avg. 62 58 56 55 60 Global Avg. 49 57 54 51 51 52 48 India Brazil Russia China Mexico Turkey UK (879ads) (1017ads) (366ads) (760ads) (750ads) (626ads) (495ads) Recognition Branding Source: Global Millward Brown Dynamic Tracking database
  • 16. So what does this mean for us? Learnings from tracking brands that have met the Attention Challenge
  • 17. Implications  Seems obvious – but stay true to the core of the brand Dove
  • 18. Implications  Seems obvious – but stay true to the core of the brand  Make the distinction between ads that are different and ads that make a brand stand apart Bingo! Micromax
  • 19. Implications  Seems obvious – but stay true to the core of the brand  Make the distinction between ads that are different and ads that make a brand stand apart  Often its not about an execution or even a campaign, its about a concept that is the unifying thread Tata DoCoMo
  • 20. Meeting the Attention Challenge  Seems obvious – but stay true to the core of the brand  Make the distinction between ads that are different and ads that make a brand stand apart  Often its not about an execution or even a campaign, its about a concept that is the unifying thread Clarity of purpose and consistency of execution
  • 21. Integration : Beyond the sum of the parts • Beyond projects • Beyond silos of disciplines • Beyond ‘simple addition of information’