Spark PhD
Communications
Planning
Background: 85 people 45 years, biggest agency in
New Zealand market in terms of media, on behalf of clients spend more money
than any others. Set up in 1999, won agency of the year 2012
Media Planning and buying:
The planning and buying of brought media space
e.g. radio, newspaper, TV.
It’s increasingly less about standard as and more
about integration. E.g. Partnered with trade me for Jiff, encouraged people to
clean up the things they were going to sell with jiff and put jiff in the photo
online so they could win.
They printed a billboard with Surf smell, so you
could smell it off the billboard.
Made motorway look like a hot wheels track.
Inject creativity
WE gain an understanding of how consumers feel about
brands and think about how we want them to feel. Then we look at their media
habits- and how best to target and influence them.
Balancing act between understanding how people
consume media and the environment the ad and product has to fit into.
Media is about connecting consumers with brands,
via media.
Consumer – Brand – Mindset – Media
Teenage boys – Lynx – Get the girl – Channel U
Businessmen – American express – business
credibility – newspaper
30-year-old mum – Magnum – Indulgent ‘me time’ –
Shortland Street
Magnum Sandwich Campaign: guys and girls 18 – 24,
need to reach out and engage them and tap into things they love. Gen Y pleasure
seekers, consumers wanted to experience fam. “Be the King with Magnum Sandwich”
Partnered with C4 to win celebrity experience. Online campaign to send in best
“red carpet” photo. Winner was announced live on C4. Winner was pampered and
made guest experience on c4 live and red carpet at NZ music awards. 100million NZ
saw promotion on c4, 50000 watched red carpet live. Share 2.1 in entire quarter
and outsold competitors in November and December.
Digital
planning and buying:
Digital media is brand on the Internet, iPhone
apps, iPad apps. Traditional things but consumed in a different way, e.g. TVNZ
app.
Others things are completely new e.g. Spotify
Blend of traditional and new.
Everything is connected, TV at home is connected
to Wi-Fi and you watch episodes on your laptop. Lets you do what you want to
do, when and how you want to do it.
Display advertising – ads you see on websites.
Banner on top of website,
Interactive smartphone ads
Social Ads – suggested posts, like our brand on Facebook
Blogger outreach and social media, using bloggers
to promote brands
Search Engine Management – biggest areas spent in
the world. E.g. Google
Roles in Digital Media – take a brief from client
look at what they want. Decide how to reach audience. Digital implementation
and tracking, can track what you are doing online, what you watch, what you
like, what you Google search. Companies looking at what users are doing online.
Ways advertisers work out how to reach you, sell you a product they know you
will like. Decide which people to serve the ad to. Can tell what you are
interested in.
Digital allows us to provide exciting ways to
engage consumers.
E.g. Audi intensified Ad .. Animated Internet
banner that leads to TV ad that is running on TV at the same time. Brain makes
connection every time you see the ad. Can edit car, change colour of car, and
play with car features. Makes people engaged with ad more, makes it stick in
their brain. Called “Rich Media”
Can serve lots of different content without
making you leave website which usually makes people annoyed.
But sometimes a good insight can make a “boring”
thing great. Snickers your not you when you hungry ad. Snickers Google ad. Used
Google to reach people every time they made a spelling mistake of 25000 common
misspelled words. Reach ½ million people (their target) in two days. If you
misspelled words add came up reminding you to eat a snickers coz “your not you
when you’re hungry” and “cant spell when you are hungry”
Digital doesn’t just live online
Working in harmony with all other media to create
memorable experiences that people want to talk about and share with their
friends. Digital is more about enhancing consumer’s life.
Adding social context to messaging.
E.g. promoting the same brand you friend has
liked on Facebook. Try and make you part of the advertising, makes it more
interesting and exciting for you. E.g. NZ speeding ad. Facebook driving game
pulls your Facebook activity into game.
“You only get one life, slow down” Facebook
photos of you, flash as you crash, literally makes your life flash before your
eyes.
PR and
Activation
Creating a relationship with brand in a more
organic way. PR is about media relations. Make in day making brand profile,
getting your production mentioned.
Need to know what makes news.
Areas in which your story is relevant. Impact on audience.
Importance. Time reaction. Prominence is a celebrity involved. Special interests.
Creating relationships with journalists about
brand.
E.g. If you review product you can have supply
for free, or pitching a feature story.
E.g. Ferro Rocher, researched if kiwis have bad
manners, and created news around this so got two-page spread about it using
product.
Activation: skipping journalist and going
straight to public. Brands doing things to get consumers involved. E.g. Lipton
Ice tea slide. About getting consumers to have relationship with brand
Is about bringing your brand to life.
e.g. Lipton Ice Tea positive drinking. 112
percent growth
Increase cut through of brand. Goal was to make Lipton
Ice tea everyone’s choice of beverage that summer.
Being at places where people were over summer,
beaches on festivals.
Engaging brand in different way, bring brand to
life.
Connecting with Public directly. Putting it right
in your face.
Brand Partnerships:
Create a different story for product so it does
something.
e.g. Magnum Pink and Black
Held a launch event, activated through the MAX
store, promotion where people could win MAX products. 6000 entries. Created a
story where the wasn’t one, ice cream by its self wont get on front page of
paper.
Content Creation:
Research about what everyone thinks about your
products
E.g. Choysa, parallel between way kiwis drink tea
and the English. Video ads with Dai Enwood.
Questions:
Top 3
sites in NZ, which get the most traffic: Trademe
Facebook most busy days: Monday Tuesday
Biggest circulating magazine: Women’s Day
Most watched TV Program 2012: New Zealand’s Got
Talent
2013 most watched program on demand: X Factor
What big sport has sky just lost to online
company: APL rights
Biggest billboard in New Zealand: Britomart
The
changing Media Landscape
Things that impact them on day-to-day basis.
Time spent with Media: average New Zealander
Television: 20 hours and 55 minutes in a week
Digital/online: 15 hours and 5 minutes in a week
Press: 2 hours and 36 minutes a week
Magazines: 1 hour and 27 minutes a week
Radio: 16 hours and 9 minutes a week
Over the last 10 years TV views has remained
static.
Radio has been on a slow decline, driven buy
people owning iPods
Internet has had massive growth will take over
radio next year
Press and decline as product is available online.
How TV viewing is changing:
1962 the way people viewed was different, only 1
channel, everyone in family watched. A real family event. 2011 can choose when
you want to watch the content. Focus was still on TV you went doing other
things. 2012 major change, people don’t just watch TV, they have laptops and
phones with them. 85 percent NZs claim to dual screen with TV. Makes advertising
harder as people don’t focus on ads. But changes as they can make their ads interactive,
can generate consumer response as they can do it instantly.
An explosion of other source of video content
E.g. My Sky, YouTube, TVNZ on demand, illegal downloads.
Means people don’t watch ads anymore. From
advertising perspective is really changing how the do TV ads
Digital has changed how we watch TV. People are still watching the same programs.
On demand hasn’t changed the time people watch the program but shifted the
control of where and when they watch it.
It is also changing the content we watch and
helping shift power. Brands are now moving shows on line first. ‘Scandal’ show
for TV1 will view OnDemand before on TV. Massive shift of market. Online video has put control of what ads you
want to watch back in your hands e.g. 5 sec YouTube ad.
Digital has also meant that we can be social even
when at home alone.
Breaking News –Socially
In last few years the way News is broken has
changed dramatically. Social media means that a story can be broken as soon as
it happens. Everyone is talking about it. 50 percent of people have learned
about top story over Facebook first. The
news is everywhere instantly due to twitter, Facebook, MySpace. E.g. Death of
Osama Bin Laden leaked on twitter as some one living next to raid tweeted about
the noise.
You don’t have to have facts you can just tweet
what you like. As soon as you publish it on news pages you have to have facts
and back up. Means that untrue stories are told. Because of rise of social
media, everyone is a journalist there is no need for fact checking, means its
very hard for brands to managed their images.
PR is more about managing the online image of
brands. Handling their Facebook pages. Hazard of human error. Have to be able
to nip complaints on page in the bud, if they go viral its very bad for brand.
Spark
Group Structure:
Spark group:
- Phdiq
- Sparkphd
- Sparkpractivate
Spark PhD:
CEO/ Managers / General Manager – at top
Media Assistant – bottom- where grads come in
How we generate Revenue:
Has been changing over the last few years for
media agencies. Media Commissions, 20 percent media commission is standard.
Margin of Media commission declined so have moved to a fee basis. Depends on
where client is spending the money, how much time is spent and then agree on
monthly fee.
