DRAFT FCB NOTES - Thanks Gaby and Hannah

DRAFTFCB

·      2^nd largest full service (media and creative design) agency in NZ

·      210 full time staff

·      3 largest media agency in NZ

·      Billing per year $130 million

·      Over 110 offices worldwide

·      Owned by Interpublic Group of Companies (IPG) – Global advertising holding company, listed on the global stock exchange

Clients

·      Consumer brands

·      Vodafone, ANZ, Air NZ, BMW, Kellogg’s, Nivea, Greg’s, NZI, Robert Harris, Herald on Sunday, Woman’s Weekly

Retail

·      Mitre10, Hammer Hardware, Noel Leeming, Bond+Bond, JR/Duty Free, Pak’n’Save, Paper Plus

Media and PR

·      Sony, MasterCard Mobil, Glad, Coca Cola, L’Oreal, Pams

Social

·      Ministry of Health, Statistics NZ, Unicef, NZ Transport Agency

Awards (want to have a range of awards so they are not weak in some areas and strong in others)

Agency

Effectiveness

Creative

Direct

Media

PR

Our Brand

Core purpose: our clients feel the rush of spectacular success

Values: No wankers, so different, together better, be restless

Bhag: Recognised as the world’s leading agency for behaviour change

Insight: Changing attitudes don’t change business results. Changing behaviour does

“Making a measurable change in behaviour is what we do”

Core areas for clients: Strategy, Account Service, Creative, Digital, PR, Media channeling planning.

“We fit a client with one point of contact (DraftFCB) and they use the particular groups within one group which gives the client continuity”

Behaviour Change

Tools that allow us to solve the client’s problems when they first come with a brief.

Mind and Mood

Shop think

Insiders- Twenty top marketing students provide ongoing information and insights on their lifestyles and the lives of their friends, relatives, neighbors and other people of all ages. We get given a brief from a client and then we send a brief these students and they give feedback on a particular product or services.

NZ Cultural Codes- Ethnographic studies into New Zealand culture. A study was done with a point of comparison (Australia) and took these points and related them to advertising here in NZ. E.g. ‘Our land defines’ Kiwi advertisements have car ads in the country, on beaches. These represent how we define our land as strong, blokes.  

For example, Mitre 10, DIY is our DNA. Using the Internet to find out how to do something has given Mitre 10 the ability to create an online channel, which has inspired New Zealanders to put up their own fence with step-by-step guides.

If you don’t understand the cultural codes your ad could be interpreted differently in different countries where different codes exist then your ad will not be successful.

Mini Cooper campaign, ‘can you teach a dog to drive?’

This changed people’s opinions about shelter dogs

Mini Cooper was hugely recognised globally and was their best campaign of 2012.

Also selling a large amount more cars

Vodafone was recognised as not being a ‘true’ New Zealand brand, Telcom is known as NZ corporate telecommunications company and 2 degrees was the ‘cool’ brand. Therefore Vodafone needed to rebrand to NZ using the best actor from Award Winning film ‘Boy’ in television ads. “This is the best Network for the future” 4G live.

Government advertising has decreased.