1. Monday, June 28, 2010

2. Overview Processes The Work Partnership Added Value
Monday, June 28, 2010

3. Overview Processes The Work Partnership Added Value
Monday, June 28, 2010

4. s t
B e
k s
o r
, W
o rk
t W
es
e B
T h
Monday, June 28, 2010

5. 4As Philippine Agency of the Year
(2008, 2009)
Campaign Brief Asia
Philippines Agency of The Year
(2006, 2007, 2008, 2009)
Most Highly Awarded Digital
Agency in The Country
(2008, 2009)
Monday, June 28, 2010

6. More Awards
For Effectiveness
Than Any Other Agency
In The Country For
The Past 3 Years
Monday, June 28, 2010

7. Monday, June 28, 2010

8. 19
9
6
1
Number of awards (excluding craft) across 16 clients
BEST OF MEDIUM GOLD SILVER BRONZE
www.bbdoguerrero.com
Monday, June 28, 2010

9. Monday, June 28, 2010

10. Monday, June 28, 2010

11. BBDO PROXIMITY
Monday, June 28, 2010

12. Advertising Direct & CRM Core Digital E-CRM Social Media Mobile
Monday, June 28, 2010

13. Overview Processes The Work Partnership Added Value
Monday, June 28, 2010

14. BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK
Monday, June 28, 2010

15. BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK
Monday, June 28, 2010

16. BRANDWORK
Define a brand to drive purpose, action and
compelling communication
Brand fundamentals expressed in a dynamic,
action oriented way
Monday, June 28, 2010

17. BRANDWORK
Brand Essence Noble Purpose
Target Audience Inciters
Benefits Advantage
Personality Behavior Code
Monday, June 28, 2010

18. BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK
Monday, June 28, 2010

19. INCITEWORK
Logical sequence breaking down business objectives
into single human actions required
Directs insights into an effective, creative brief
focusing on desired behavior
Monday, June 28, 2010

20. INCITEWORK
What What are the
What do we
What are the Where will Who will experience pivotal
What do they want them to
business the business provide the will change moments to
do now? do
goals? come from? growth? their change
tomorrow?
behavior? behavior?
Monday, June 28, 2010

21. BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK
Monday, June 28, 2010

22. WORKOUT
2-3 day intensive creative development
Cross disciplinary creative teams,
client involvement throughout
Major campaign idea executions across key media
95% success rate
Monday, June 28, 2010

23. BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK
Monday, June 28, 2010

24. WORKPLAN
A tool to help develop campaign channel plans
based on the pivotal moments during
the consumer journey
Ensures every message in every medium is
aligned and optimized for maximum efficiency
Monday, June 28, 2010

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51. BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK
Monday, June 28, 2010

52. MEASUREWORK
Three core tools available to help measure and optimize
campaign performance
The Worth,
The Worth, The Worth
Monday, June 28, 2010

53. Social Media monitoring
Listen – Learn - React and impact tool
Helps gain consumer
insight to inform marketing
and advertising strategy
Everywhere in the world, in
any language, in real-time
Monday, June 28, 2010

54. Aggregates multiple
sources of campaign data
into a dashboard
Real-time snapshot of
impact of activity
Customized to business
and marketing objectives
Monday, June 28, 2010

55. The Worth, Identifies most compelling
The Worth, The Worth
advertising claims; puts
monetized value on KPIs
If we invest x dollars in communication (e.g. media
channel and messaging) it equals to an x% increase
in brand preference which will drive Constant net spend,
x% intention to stay in the next 6 months, therefore
providing $x total revenue gain optimizing contribution of
messages can give our
Clients 5-12% boost
JoAnn Sciarrino Michael Wolfe Dr. Stephen Stuk
EVP Director Snr. Research Director Scientific Advisor in sales
Analytics & Modeling Analytics & Modeling
Monday, June 28, 2010

56. Overview Processes The Work Partnership Added Value
Monday, June 28, 2010

57. Bayan DSL
WHY - Bayan struggling to gain foothold in a competitive and
aggressive category
GET - New subscribers
WHO - Are frustrated that their current service provider does
not deliver on what they promise
TO - See Bayan as the service provider that they can rely on
to meet their expectations
BY- Demonstrating the ease and simplicity of Bayan’s
service
WHAT - Fully integrated campaign across multiple media
Monday, June 28, 2010

58. Bayan DSL
Executional Insight: When it comes to technology, senior
citizens are the ones who are usually left behind
Product Truth: Bayan Broadband simplifies your internet
experience
Total Work Idea: Bayan makes going online so easy, even a
grandmother can do it
Monday, June 28, 2010

59. Bayan DSL
Executional Insight: When it comes to technology, senior
citizens are the ones who are usually left behind
Product Truth: Bayan Broadband simplifies your internet
experience
Total Work Idea: Bayan makes going online so easy, even a
grandmother can do it
Monday, June 28, 2010

60. TVC OUTDOOR PRINT
FLYERS
VIRALS
SOCIAL NETWORKING SITES
WEBSITE
RADIO
Monday, June 28, 2010

61. Monday, June 28, 2010

62. Bayan DSL
Customer inquiries up 700%
Subscriber base up 45%
PHP144 Million in free media impressions
Less than 10% of competitors media budget
Monday, June 28, 2010

63. Bayan DSL
Gold Asian Marketing Effectiveness Awards
Gold Asian Digital Media Awards
Silver NY AME Awards
Best of Show Philippine Ad Congress
Monday, June 28, 2010

64. Pizza Hut Delivery
WHY - Competitive encroachment into delivery service
GET - Young adults
WHO - Rely on food delivery services whenever they are
pressed for time
TO - Make Pizza Hut Delivery their top of mind option
BY- Demonstrating Pizza Hut’s commitment to time-keeping
WHAT - Fully intergrated campaign across multiple media
Monday, June 28, 2010

65. Pizza Hut Delivery
Executional Insight: In The Philippines, we are lax about time
keeping... except when it comes to food
Product Truth: Pizza Hut delivers on time, or its free
Total Work Idea: When everything else is late, you can count
on Pizza Hut to be on time
Monday, June 28, 2010

66. Monday, June 28, 2010

67. Pizza Hut Delivery
Transactions increased more than double during campaign
Significant improvements on key brand health metrics
Monday, June 28, 2010

68. Pizza Hut Delivery
Bronze NY Advertising Marketing Effectiveness Awards
Silver Asian Spikes Awards
Bronze Cannes Lions
Monday, June 28, 2010

69. Modess Angels
WHY - Exploit and expose weakness in competitor’s
‘shallow’ positioning to build core brand equity
GET - Compassionate and socially aware young women
WHO - Feel compelled to help others during a time of need
TO - See Modess as an authentic and responsive partner,
sensitive to the needs of women
BY- Encouraging them to partner with Modess to make a
difference to those most in need of female compassion
WHAT - Integrated campaign with digital as enabler at core
Monday, June 28, 2010

70. Modess Angels
Executional Insight: You can be more compassionate and
sensitive to others when you are naturally at ease
Product Truth: Modess’ superior protection puts you
comfortably at ease so you can be more in tune with the
needs of others
Total Work Idea: Modess enables you to care more
Monday, June 28, 2010

71. Monday, June 28, 2010

72. Modess Angels
Initial community target reached within half the time
estimated
Extended reach of campaign in response to demand to
formally mobilize relief operations
Significant improvements on key brand health metrics
including A brand that supports and empowers women and A
brand that reflects the reality of women today, brand usage
scores also posted positive shifts during campaign period
Monday, June 28, 2010

73. Modess Angels
Winner of the only 2010 J&J James Burke Award For
Best Campaign in Asia Pacific
Monday, June 28, 2010

74. Pepsi Sarap Magbago
WHY - Relaunch Pepsi into a crowded market where price
brands have commodotized the category
GET - Pinoy Youth
WHO - Desire to make a change, but don’t know where to
start
TO - See Pepsi as the enabler that will help them to convert
their desire for change into action
BY- Getting them to make a choice and make a difference
with Pepsi
WHAT - Integrated campaign with digital to drive participation
amongst key influencers
Monday, June 28, 2010

75. Pepsi Sarap Magbago
Executional Insight: Effecting an actual change begins with
making an active choice to do so
Product Truth: Choosing Pepsi over other colas is an active,
as opposed to a passive choice
Total Work Idea: Together, Pepsi and the Philippine Youth
make an active choice to make a change
Monday, June 28, 2010

76. Monday, June 28, 2010

77. Pepsi Sarap Magbago
14% Growth in Spontaneous Awareness
Increase in Trial scores from 89% to 98%
Volume Growth 0f 6%
Monday, June 28, 2010

78. Overview Processes The Work Partnership Added Value
Monday, June 28, 2010

79. End to end, full-service digital
media services
Digital communications
planning , digital media
planning & buying, SEO /
SEM, site analytics
Monday, June 28, 2010

80. Design based ideas division,
specializing in fast
turnaround, BTL / Retail
Projects
BTL promotional material,
POSM, DM & collaterals,
tactical & retail
communications
Monday, June 28, 2010

81. Asia Pacific mobile specialist,
based in our Singapore office
Mobile strategy & consulting,
mobile integration, mobile
media planning & advertising,
mobile content & applications,
behavioral research,
measurement & analytics
Monday, June 28, 2010

82. Overview Processes The Work Partnership Added Value
Monday, June 28, 2010

83. Wireless
Works
Annual global research
The Ritual
Builders studies exploring key trends
Results & analysis available
exclusively to Clients
Trading Up
Trading Down
Monday, June 28, 2010

84. Global knowledge & planning
service exclusively for BBDO /
Proximity agencies & Clients
Specializes in Finance, Retail
& Telecoms
Research, trend analysis,
strategic planning
Monday, June 28, 2010

85. A focal point for up-skilling
staff & Client, driving
innovation & thought
leadership
Monday, June 28, 2010

86. Digital Natives facilitated
modular training program
available to Clients through
Digital Lab
•Digital Strategy •Online / Offline
•Social Media Integration
•Search Analytics •Digital Trends
•Mobile Advertising •Mobile Marketing
•Gaming •Virtual Worlds
•Online Advertising •Micro-blogging
•Digital CRM
Monday, June 28, 2010

87. Overview Processes The Work Partnership Added Value
Monday, June 28, 2010

88. Monday, June 28, 2010