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BBDO Belgium - Agency of the Year

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In 2014, BBDO Belgium was awarded with the title Agency of the Year by Media Marketing. For the first time in the history of the competition, a jury of advertisers and agencies choose the winner based on a entry document.

This is a resume of our entry document.
This is our story of 2014.
This is why we are Agency of the Year.
This is why we are #BBDOproud

Published in: Marketing
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BBDO Belgium - Agency of the Year

  1. 1. Belgium Agency of the year
  2. 2. How did this ministry of advertising made it to the shortlist? And why would they even win this competition? BBDO AGENCY OF THE YEAR? THAT’S A JOKE, RIGHT?
  3. 3. This our story of 2014. This is why we are #BBDOproud
  4. 4. CHAPTER ONE WE GROW OUR NUMBERS While advertisers in all sectors are cutting budget.
  5. 5. CHAPTER TWO WE GROW OUR CLIENT PORTFOLIO AND WELCOME 21NEW CLIENTS IN 2014
  6. 6. WE ARE A LOCAL AGENCY OF OUR TURNOVER IS COMING FROM CLIENTS WHO DELIBERATELY CHOOSE FOR US Only 5% of our turnover is coming from clients through the BBDO network. 95%
  7. 7. CHAPTER THREE WE MAKE OUR EMPLOYEES GROW
  8. 8. WE STRUCTURALLY INVEST IN THE EDUCATION OF OUR OWN EMPLOYEES We invested € 302.000 on top of our own internal BBDO Academy programme. THE FOUNDATIONS PROGRAM The Foundations Program consists of ten courses in four different categories. These courses, each and every one of them, are specifically developed for all account executives. Meeting requests will be sent. Make sure you attend every session! FEBRUARY 11 Basic BBDO Steven Cosyns Who? What? When? Why? Get properly acquainted with the organization, its history and heritage, the network, its people and its values. MARCH 11 Are you a digitally literate netizen? Jan Algoed Is the advertising world well informed enough about how people get in touch with commercial content? Probably not. But our digital experts are. And they will show you the latest digital trends and give tips on how to become the perfect digitally literate netizen. APRIL 1 Think first, then do Dirk Peremans Strategy is a cornerstone for good work. For work that makes your client rich and famous. Work that leads to more work! More money! Where is this goldmine within BBDO? How do you plan a job? What can you expect from the outcome? You’ll find out… APRIL 29 Fire prevention & iceberg spotting Lieve Raymaekers Titanic sank because of bad planning, execution and time management. Well, not really, but your campaign could be a Titanic. Let’s prevent it from sinking. MAY 13 Accounts make the difference Isabel Peeters Of course you do! JUNE 10 What creatives look for in an account Jan Dejonghe Ah creatives… No one really understands them. And that makes collaboration a pain in the behind. So what do they really want from accounts? Listen closely. They shall say it only once. SEPTEMBER 9 Why Lions are so great Sebastien De Valck / Arnaud Pitz They make our shareholders and clients roar. Our creatives will surely inspire you with a number of top cases from BBDO and the rest of the world. OCTOBER 14 How to talk to Studio and Production people Karine Uytterhoeven Learn all about DTP, RGB, CMYK, PSD, PMS and other confusing letter-words. NOVEMBER 18 Briefing the creative Ann Peetermans Great campaigns start with writing a great brief! Explore the key issues in writing a brief and discover first-hand what a creative person thinks and feels in the briefing process. Warning: he or she probably won’t understand…. As usual. DECEMBER 9 For the love of brand reviews Jan Van Brakel Let’s workshop our way to making your brand reviews relevant. Find out how you can pimp your ordinary competitive review with clever learnings and conclusions. ProcessInnovationStrategyProcessCreationCreationProcessProcessProcessStrategy How does it work? You’ll receive a meeting request for every relevant course. You accept the request? You attend the session! Rendezvous at the Old Library at 8.30 for breakfast. Class in session from 8.45 until 10.30 (in some cases longer, see meeting request). You receive a one-pager handout after the session. THE FOUNDATIONS PROGRAM The Foundations Program consists of ten courses in four differe categories. These courses, each and every one of them, are specifically developed for all account executives. Meeting requests will be sent. Make sure you attend every sessi FEBRUARY 11 Basic BBDO Steven Cosyns Who? What? When? Why? Get properly acquainted with the organization, its history and heritage, the network, its people an its values. MARCH 11 Are you a digitally literate netizen? Jan Algoed Is the advertising world well informed enough about how people get in touch with commercial content? Probably not. But our digit experts are. And they will show you the latest digital trends and gi tips on how to become the perfect digitally literate netizen. APRIL 1 Think first, then do Dirk Peremans Strategy is a cornerstone for good work. For work that makes yo client rich and famous. Work that leads to more work! More mon Where is this goldmine within BBDO? How do you plan a job? What can you expect from the outcome? You’ll find out… APRIL 29 Fire prevention & iceberg spotting Lieve Raymaekers Titanic sank because of bad planning, execution and time management. Well, not really, but your campaign could be a Titanic. Let’s prevent it from sinking. MAY 13 Accounts make the difference Isabel Peeters Of course you do! JUNE 10 What creatives look for in an account Jan Dejonghe Ah creatives… No one really understands them. And that makes collaboration a pain in the behind. So what do they really want from accounts? Listen closely. They shall say it only once. SEPTEMBER 9 Why Lions are so great Sebastien De Valck / Arnaud Pitz They make our shareholders and clients roar. Our creatives will surely inspire you with a number of top cases from BBDO and th rest of the world. OCTOBER 14 How to talk to Studio and Production people Karine Uytterhoev Learn all about DTP, RGB, CMYK, PSD, PMS and other confusing letter-words. NOVEMBER 18 Briefing the creative Ann Peetermans Great campaigns start with writing a great brief! Explore the key issues in writing a brief and discover first-hand what a creative person thinks and feels in the briefing process. Warning: he or sh probably won’t understand…. As usual. DECEMBER 9 For the love of brand reviews Jan Van Brakel Let’s workshop our way to making your brand reviews relevant. Find out how you can pimp your ordinary competitive review w clever learnings and conclusions. ProcessInnovationStrategyProcessCreationCreationProcessProcessProcessStrategy
  9. 9. CHAPTER FOUR WE EMPOWER THE ADVERTISERS OF TODAY TO GROW
  10. 10. DE KIJK VAN VAN DYCK In his weekly column in De Standaard, Fons Van Dyck gives his opinion on new trends and developments in the world of marketing, communication and consumer behaviour. DE STANDAARD ZATERDAG 22, ZONDAG 23 NOVEMBER 2014 DE KIJK VAN VAN DYCK FONS VAN DYCK De burgemeesters van de kustgemeenten waren deze week niet blij met de beslissing van Toerisme Vlaanderen om te stoppen met buitenlandse promotiecampagnes. In het verleden werd hiervoor 1,2 miljoen ge- investeerd. Sommige burgemeesters vre- zen zelfs dat de beslissing een daling van 20 tot 25 procent in het aantal toeristen teweeg zal brengen. De bevoegde minister, Ben Weyts (N-VA), liet snel weten dat hij onze kust nog wel wil blijven promoten, maar minder via klassieke middelen, zoals krantenadvertenties, en meer via sociale media en public relations. (DS 18 novem- ber). Met als onderliggend argument dat de schaarse budgettaire middelen beter ef- ficiënter ingezet kunnen worden. Eerder besliste ook de federale overheid om de be- volking te informeren over een mogelijke black-out van het elektriciteitsnetwerk via het internet, sociale media en een perscon- ferentie, omdat er geen geld is voor een ‘dure’ mediacampagne. Er valt overigens wel wat te zeggen voor een overheid die investeert in sociale me- dia. Het populairste netwerk, Facebook, telt in ons land elke maand 5,6 miljoen ge- bruikers. De grootste concurrent is YouTu- be, met 4,2 miljoen gebruikers. Het in som- mige kringen zeer gehypete Twitter kan op ruim een half miljoen maandelijkse ge- bruikers rekenen. Het zijn onbetwistbaar indrukwekkende cijfers. Zelden is een me- erin geslaagd om in schare volgelingen te werven. Maar wie kritisch naar de cijfers kijkt, merkt meteen ook op dat zelfs het zeer succesvolle Face- book weliswaar één op de twee Belgen be- reikt, maar omgekeerd ook dat de helft van de Belgen niet wordt bereikt met Face- book. Twitter is helemaal een niche medi- um, want het bereikt per maand amper 6 procent van de Belgen, weliswaar vaak zelfverklaarde opiniemakers. Een over- heid die eenzijdig kiest voor sociale media, is dus een overheid die op het vlak van in- formatieplicht de helft van de bevolking in de kou laat staan. Onderzoek en praktijk leren intussen dat in een moderne communicatiecampagne zowel klassieke als nieuwe media hun plaats hebben, complementair met elkaar zijn en op die manier het meest effectief de boodschap overbrengen naar de beoogde doelgroep. Een en/en-verhaal dus. De meeste bekroonde campagnes op het vlak van effectiviteit, zoals elk jaar beloond met een Effie-award, steunen precies op die versterkende integratie van middelen. Re- an het belangrijkste instru- ment om de steeds g van ‘light buyers’, merk onregelmatig k sen verschillende m reiken en de verkoo om die reden ook ev line winkels zoals B zelfs Netflix – mass op radio of televis De belangrijkste m media in een camp twijfel de mogelijk tot interactie en pa regeringsmededel achter ons. Me Vlaamse overheid goed begrepen e boek terecht een rende overheid. eerste plaats ee transparant is, d nier kan omgaa ten en die de bu gen behandelt, mensen stimule heid die haar ei de ‘empowert’ loog aan te gaa onderstelt een Een aantal ove der de veelgep heid van Fran getoond dat o die transform Wie volgt? Een overheid die eenzijdig kiest voor sociale media laat de helft van de bevolking in de kou staan REGERINGSMEDEDELING
  11. 11. BBDO CONNECT advertisers. way ahead. And we believe it’s time for advertisers to catch up.
  12. 12. ADVERTISING TRANSFORMED Fons Van Dyck, synthesized the latest thinking about advertising into a digestible list of rules to create a best practice guide to succeeding in the industry.
  13. 13. CHAPTER FIVE WE SHAPE THE ADVERTISING GENERATION OF TOMORROW
  14. 14. THE YOUNG POTENTIALS WHO GRADUATED FROM OUR FARM ARE WIDELY SPREAD THROUGHOUT BELGIAN ADVERTISING AGENCIES THE FARM BY BBDO 70% immediately got a job right after The Farm ended.
  15. 15. WE HAVE STRONG CONNECTIONS WITH BELGIAN EDUCATIONAL INSTITUTIONS
  16. 16. CHAPTER SIX WE TAKE OUR SECTOR RESPONSIBILITY
  17. 17. MEMBERSHIPS. JUDGING. AND SUPPORTING NUMEROUS SECTOR INITIATIVES.
  18. 18. CHAPTER SEVEN IN 2014, OUR CREATIVE WORK HAS BEING REWARDED MORE THAN EVER BEFORE
  19. 19. WE WON OUR LATEST LION IN CANNES 5 YEARS AGO THIS YEAR WE WERE THE MOST AWARDED BELGIAN AGENCY AT THE CANNES LIONS FESTIVAL. AND MOST AWARDED BELGIAN AGENCY AT NUMEROUS OTHER COMPETITIONS. Most awarded Belgian agency Most awarded Belgian agency Most awarded Belgian agency at the DMA International Echo Awards Most awarded Belgian agency Most awarded Belgian agency at the Epica Awards Agency of the Year in Design and Craft Only Belgian agency in the Warc Top 100 Smartest Campaigns Awarded at the New York Festivals Awarded at the IAB Mixx Awards
  20. 20. GOLD Caples Award Epica SILVER Caples Award - Direct mail Caples Award BRONZE Cannes Lions - Direct ‘Flat Mailling’ Cannes Lions - Direct ‘Strategy Retention’ Cannes Lions JC Decaux - Street View Unpaid Bills
  21. 21. BRONZE Cannes Lions Volvo - Followed by Volvo
  22. 22. GOLD Best Of Activation (BOA) European IMC Awards Marketing or Social European IMC Awards SILVER Caples Awards – Direct response TV The Child Poverty Fund - National Cry for Help
  23. 23. SILVER European IMC Awards – Motivation BRONZE European IMC Awards Federal Mogul - Champion Rainhunters
  24. 24. SILVER Epica Awards Appliances Bosch - Boschhhh
  25. 25. SILVER Proximus - Proximus Quality
  26. 26. BRONZE MIXX Awards Brussels Airlines – Flightball !
  27. 27. BRONZE Echo Award – Direct BBDO & Microsoft - An invitation to innovation
  28. 28. GOLD CCB - Film CCB CCB - Use of music SILVER CCB - Film Direction BRONZE New York Festivals BOIC - Belgian Mountains
  29. 29. SILVER CCB - French copywriting La fondation de coeur – Une histoire de coeur
  30. 30. GOLD OOH Awards – 20m2 Volvo – Automatic Braking Billboard
  31. 31. CHAPTER EIGHT AND THE WORK ONLY GETS BETTER
  32. 32. WE CONTINUE TO GROW OUR TRACK RECORD OF MOST EFFECTIVE BELGIAN AGENCY. An absolute record and 14 more than the runner up. We won 4 awards at the IMC Awards. We won 5 awards at the BOA Awards. We proof our creativity combined with results. We were the only Belgian agency in the Warc Top 100 Smartest campaigns.
  33. 33. WE WERE RESPONSIBLE FOR THE BIGGEST REBRANDING CAMPAIGN IN BELGIUM IN THE LAST DECADE.
  34. 34. That was 2014. That is why we are #BBDOproud
  35. 35. Questions? Remarks? Or just chat with some coffee? daniel.schots@bbdo.be

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