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Message Before Media - Kevin Tewis-Allen
- 1. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk Message Before Media
- 2. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk Introducing….. Kevin Tewis-Allen (FCIM) Global Director of Client Services @ Wonderful Creative Agency So what is Kevin all about….?
- 3. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk In what year was this little chap created? 1993? 1996? 1999? Your Turn….!
- 4. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk Q – How to re-position a UK insurance brand to increase female car insurance sales In 1993 I provided the winning idea to re-position a major UK consumer brand to directly improve female car insurance sales.
- 5. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk Global Consumer Sales, 1996 -2008 • I sold 20 million records across 170 artists • Won producer of the decade (Radio One) • 13 gold discs • Award winning DJ (London, Ibiza, Los Angeles, Ibiza, Finland) • Ran the south-east division of the UK’s largest night club group (44 live venues) • Owned a VIP HNW events business in Monaco (A-list celebs and royalty)
- 6. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk Kevin, 2008 - 2016 • 2008 – 2013 Head of the corporate division of a UK No.1 private university (Barclays, HSBC, AEG, 02, Universal, Deloitte, Linklaters, Samsung, Fujitsu, Innocent) • 2010 – 2012 Ran Richard Branson's luxury Kensington nightclub (Roof Gardens) • 2012 – Awarded a Fellowship from the CIM for outstanding marketing services • 2013 – 2014 Ran a global AIM company (8 brands) UK, UAE, Australia & NZ (HMRC, RB, Virgin, Direct Line, Capita) • 2014 - On-going, digital/social media advisor to 10 Downing Street • 2015 – On-going, Am mentoring directors (Burberry/Britain’s next top model) • 2015/16 Currently run a top digital agency (Clients – ITV, Cadbury’s, Hyundai, Air France/KLM, Toni & Guy, Slush Puppie, Dreamland, Park Plaza, SW Trains, Pizza Express)
- 7. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk So, I’ve become a bit of an expert on ‘messaging’
- 8. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk Message Before Media – Conclusion! So the importance of getting your ‘message’ right is absolutely critical! #newballs #boris
- 9. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk Your turn!… What are the typical types of messages that a business usually wants to say?
- 10. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk 1. Who cares (the so what?) 2. Does it scare? (good or bad?) 3. Do nothing? Examine the ‘audience’ danger zones exist?
- 11. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk 1. Who cares 2015? Walmart “Fat Girl Costumes” Let’s Examine – The audience danger zones?
- 12. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk 2. Does it Scare? - Which 2015 “Look at me” Let’s Examine - When to avoid the danger zones?
- 13. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk 3. Do Nothing? – Cameron – “Tax CAN BE Taxing!” Let’s Examine - When to avoid the danger zones?
- 14. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk 1. Firstly is a “message” a picture, a logo, a symbol, a phrase or a narrative? 2. What does a “message” need to have to succeed? Two Questions….and Your Turn!! ….
- 15. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk Remember a photo (as a message) speaks a thousand words!!!
- 16. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk
- 17. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk • Credibility (Reliable, not “The Sun”) • Topical (WOM) • Reputational (John Lewis/The Times) • Trusted (Pioneers of Industry) Why do SOME messages work REALLY well?
- 18. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk • Meaningful (Resonates) • Memorable (Sustainable) • Likeable (Share it 101) Why do SOME messages work REALLY well?
- 19. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk • Credibility • Topical • Reputational • Trusted Your Turn…..One best MESSAGE example …?
- 20. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk 1. Inconsistency 2. Low Interest 3. Irrelevant to target market Why do messages before media, FAIL?
- 21. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST MUST ….Be relevant to target market and then plan your crisis comms very well! Why messages before media FAIL?
- 22. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk “HELLO, It’s me! …FROM THE OTHER SIDE!!!”
- 23. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk WCA – How do we manage Messages?
- 24. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk Message Before Media 101! Let’s look at a top 5 countdown of when messages go badly wrong!!
- 25. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk At 5, Birmingham’s Got Talent! Much to the embarrassment of the local authority, the vowels are jumbled, now leaving the instruction 'Keep Claer' in large white letters on the road surface in Kingswinford, West Midlands.
- 26. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk At 4! US pop star Justin Bieber shares his new Chanel headwear but tweets a classic mis-spelling of “Channel”
- 27. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk At 3, US Rapper Kayne West (Twittier!) In February 2016, Kanye told the Facebook founder and Google, Inc. co- founder Larry Page that if they really wanted to make a difference, to stop spending money building schools in Africa and donate to the rapper's bank account instead!
- 28. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk Message – at 2, Virgin and British Airways
- 29. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk At No.1 – Vladimir Putin Press Shoot! Vladimir Putin’s casting audition for Russia’s next top model!
- 30. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk Remember before spending........... ….. it’s YOUR “Message In front of the Media”
- 31. www.bewonderful.co.uk © Wonderful Creative Agency www.bewonderful.co.uk Thank you, any questions?