SlideShare ist ein Scribd-Unternehmen logo
1 von 63
Downloaden Sie, um offline zu lesen
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
Miami Ad School - July 2013
the pitch process
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
Leads a team of creatives, planners,
analysts and generally smart people.
Responsible for managing clients.
who the hell
are we?
Let’s introduce ourselves !
Creative social planner who drives
program development for Beyond’s
global client base
Matt Basford
Director, Beyond NY
Ben Martin
Head of Planning
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
INSIGHT
TECHNOLOGY SOCIAL
LESS FINANCIAL RISK, MORE CREATIVE PRECISION, AWESOME RESULTS
a little bit about us
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
WE drive brand
engagement through the
CREATIVE
application
of technology
The Pitch Process: Turning client briefs into great ideas, then selling them
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
create
let’s talk about how to
Great ideas don’t come cheap
What we are going to talk about today
Go
selland them
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
A QUICK PRIMER
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
WHAT ARE
CLIENTS
LIKE?
REALLY
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
clients don’t know
what they want
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
they have more
customers than ever
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
more stakeholders
than ever
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
so many channels
to cover
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
It used to be really...
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
20 years ago
HR Consultants
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
PR
Accountants
Management
Consultants
Branding Agencies
Ad Agencies
Corporate
Training
Consultants
Sales
Consultants
Product design
& innovation
agencies
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
and then the web came along
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Brand website
Online ads
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
and got useful for more things
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Brand website
Online ads
Social
E-commerce
SEM
“Fun” apps
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
and a few more things
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Social analytics
Digital supply chains
Digital transformation /
change management
E-Recruiting
E-Learning
Co-creation
Crowdsourcing
“Serious” apps
Digital product
design & testing
Digital service design
Brand website
Online ads
Social
E-commerce
SEM
“Fun” apps
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
everybody’s getting into each others’ business
Just a few examples...
branding
PR
management
consultancies
data
analytics
Design
social
advertising
digital
Accenture
buying Fjord
W+K
aces social with Old Spice
WCG
buying predictive analytics
firm
WPP
buying AKQA
PR + data
analytics
digitalADVertising +
ADVertising+social
+management
consultancies Design
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
SO WHAT’S THE NET?
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
briefs are getting
more confusing
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
some stats...
20%
27%
53%
found briefs complete
but lacking focus
found briefs incomplete
and inconsistent
found briefs complete
and focused
Source: Joanne Davis Consulting
...in a 2013 survey of
200 agency heads
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
some confusing things that
we’ve seen in briefs...
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
...leading to direct roi
via sales leads”
“the goal is conversation and
brand awareness...
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
“we’re looking for a
completely immersive...
...but ultimately
simpLE EXPERIENCE”
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
“we’re looking for a
very focused campaign...
...the audience is
anyone from ages 18 - 50”
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
DEFINITION OF A STRATEGY:
KNOWING WHAT NOT TO DO
(THERE ARE ALWAYS TOO MANY THINGS WE CAN DO)
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
some (more) stats...
2%
3%
45%
49% clients have “limited”
strategic capabilities
clients have “adequate”
strategic capabilities
clients have “excellent” strategic
capabilities
Source: Joanne Davis Consulting
didn’t respond
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
we are (meant to be)
the experts!
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
but we make it hard
for ourselves
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
it’s time for
a different view
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
THE REDUX PROCESS
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
BrandBriefing inputs
agencyUnderstanding
Our know how...Their agenda...
REDUX process Starts Here:
VERSUS
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
STRATEGY AND PLANNING:
IS A REDUX PROCESS.
BOILING DOWN.
REDUCING THE STOCK.
GETTING FUNDAMENTAL.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
step 1:
boil it down
create a one sentence brief
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
step 2:
assess the situation
do your research
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
turn unstructured data into insights & strategy
who
influences
them?
where Does the
audience spend
their time?
What drives
consideration?
What drives
brand
Preference &
emotional
connections?
?
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
are there
White space
opportunities
for content?
what do they
search for?
what are they
talking about?
what content
will they
share?
turn unstructured data into insights & strategy
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
step 3:
outline the strategy
in just a few simple statements
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
now it’s time to
communicate your ideas
some things to remember...
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
BULLETS ARE
FOR SUCKERS
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
MAXIMS
ARE FOR CHAMPS
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
A PICTURE PAINTS
A THOUSAND WORDS
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
AN ANALOGY PAINTS
A THOUSAND PICTURES
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
SALESOPPORTUNITY CLIENTRFPDOC
BYNDBRIEFDOC
BRAINSTORM REDUX RESEARCH STORYBOARDING CREATIVETHREAD
Three simple steps:
#1 - distilling the brief
#2 - stating the
situation analysis
#3 - reducing our
creative strategy to
simple statements.
A copy written
description of
our creative
treatment.
The Brief Distilled
Situation Analysis
Creative strategy
REDUX workflow:
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
THE IDEA ISN’T ENOUGH
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
sell it
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
CLIENTS ARE ALWAYS
QUESTIONING HOW
MUCH WORK YOU ARE
CREATING FOR THEM
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
AND, YET, WHAT DO THEY WANT?
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
M.O.A.S
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
MOAS?
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
MOON.ON.A.STICK
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
SO WHAT SHOULD YOU DO?
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
REMEMBER:
THEY ARE
BUYING YOU
AS MUCH
AS THE
IDEA
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
FOCUS ON RELATIONSHIPS
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
set the stage: Find common ground
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
GET YOUR FOOT IN THE DOOR
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
“Foot-in-the-door (FITD) technique is a compliance tactic
that involves getting a person to agree to a large request by first
having that person agree to a modest request. The foot-in-the-
door technique succeeds owing to a basic human reality that
social scientists call ‘successive approximations’. FITD works by
first getting a small 'yes' and then getting an even bigger 'yes.'”
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
SELL OUTCOMES
NOT TACTICS
MAKE THE CLIENT
THE HERO
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
prepare to pitch your idea in 1 minute with no notes.
answer: so what?
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
But... respect your own time.
if the client is late (really late), reschedule.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
STAND FOR SOMETHING
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
“Make your
product so good,
so addictive, so
‘can’t miss’ that
giving customers
a small, free taste
makes them come
back with cash in
hand.”
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
THANK YOU
timefor your

Weitere ähnliche Inhalte

Was ist angesagt?

Agency Credentials
Agency CredentialsAgency Credentials
Agency CredentialsRavi Jhankal
 
Cadbury campaign pitch presentation (naked idea agency)
Cadbury campaign pitch presentation (naked idea agency)Cadbury campaign pitch presentation (naked idea agency)
Cadbury campaign pitch presentation (naked idea agency)yanahada
 
TEN Creative Design Agency Creds
TEN Creative Design Agency CredsTEN Creative Design Agency Creds
TEN Creative Design Agency CredsTEN Creative
 
MoreSleep Creative Agency Credentials
MoreSleep Creative Agency CredentialsMoreSleep Creative Agency Credentials
MoreSleep Creative Agency CredentialsMore Sleep
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
 
Branding Proposal.pdf
Branding Proposal.pdfBranding Proposal.pdf
Branding Proposal.pdfDharam Mentor
 
Social Media Marketing Agency Sales Deck - Vulpine Interactive
Social Media Marketing Agency Sales Deck - Vulpine InteractiveSocial Media Marketing Agency Sales Deck - Vulpine Interactive
Social Media Marketing Agency Sales Deck - Vulpine InteractiveDerric Haynie
 
Digital & Social Media Strategy
Digital & Social Media StrategyDigital & Social Media Strategy
Digital & Social Media StrategyKnowcrunch
 
NPR Design. Agency deck, 2017.
NPR Design. Agency deck, 2017.NPR Design. Agency deck, 2017.
NPR Design. Agency deck, 2017.NPR design
 
Isobar Global Creds March 2011
Isobar Global Creds March 2011Isobar Global Creds March 2011
Isobar Global Creds March 2011Jaesang Han
 
GreenRoom Agency Capabilities Deck
GreenRoom Agency Capabilities DeckGreenRoom Agency Capabilities Deck
GreenRoom Agency Capabilities DeckGreenRoom Agency
 
Social Media Marketing Trends 2022 // The Global Indie Insights
Social Media Marketing Trends 2022  // The Global Indie InsightsSocial Media Marketing Trends 2022  // The Global Indie Insights
Social Media Marketing Trends 2022 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
 
Trigger Agency Profile - Advertising and Digital Marketing Services
Trigger Agency Profile - Advertising and Digital Marketing ServicesTrigger Agency Profile - Advertising and Digital Marketing Services
Trigger Agency Profile - Advertising and Digital Marketing ServicesTrigger Advertising
 

Was ist angesagt? (20)

Agency Credentials
Agency CredentialsAgency Credentials
Agency Credentials
 
Cadbury campaign pitch presentation (naked idea agency)
Cadbury campaign pitch presentation (naked idea agency)Cadbury campaign pitch presentation (naked idea agency)
Cadbury campaign pitch presentation (naked idea agency)
 
TEN Creative Design Agency Creds
TEN Creative Design Agency CredsTEN Creative Design Agency Creds
TEN Creative Design Agency Creds
 
MoreSleep Creative Agency Credentials
MoreSleep Creative Agency CredentialsMoreSleep Creative Agency Credentials
MoreSleep Creative Agency Credentials
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brand
 
Emerald Credentials 2014
Emerald Credentials 2014Emerald Credentials 2014
Emerald Credentials 2014
 
Look Agency credentials
Look Agency credentialsLook Agency credentials
Look Agency credentials
 
Branding Proposal.pdf
Branding Proposal.pdfBranding Proposal.pdf
Branding Proposal.pdf
 
Ad+ Credentials
Ad+ CredentialsAd+ Credentials
Ad+ Credentials
 
Social Media Marketing Agency Sales Deck - Vulpine Interactive
Social Media Marketing Agency Sales Deck - Vulpine InteractiveSocial Media Marketing Agency Sales Deck - Vulpine Interactive
Social Media Marketing Agency Sales Deck - Vulpine Interactive
 
Digital & Social Media Strategy
Digital & Social Media StrategyDigital & Social Media Strategy
Digital & Social Media Strategy
 
NPR Design. Agency deck, 2017.
NPR Design. Agency deck, 2017.NPR Design. Agency deck, 2017.
NPR Design. Agency deck, 2017.
 
Graffiti Company_Profile_01_01_2015
Graffiti Company_Profile_01_01_2015Graffiti Company_Profile_01_01_2015
Graffiti Company_Profile_01_01_2015
 
Isobar Global Creds March 2011
Isobar Global Creds March 2011Isobar Global Creds March 2011
Isobar Global Creds March 2011
 
GreenRoom Agency Capabilities Deck
GreenRoom Agency Capabilities DeckGreenRoom Agency Capabilities Deck
GreenRoom Agency Capabilities Deck
 
2023 brand & digital marketing Trends
2023 brand & digital marketing Trends2023 brand & digital marketing Trends
2023 brand & digital marketing Trends
 
Social Media Marketing Trends 2022 // The Global Indie Insights
Social Media Marketing Trends 2022  // The Global Indie InsightsSocial Media Marketing Trends 2022  // The Global Indie Insights
Social Media Marketing Trends 2022 // The Global Indie Insights
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brand
 
Brand Storytelling
Brand Storytelling Brand Storytelling
Brand Storytelling
 
Trigger Agency Profile - Advertising and Digital Marketing Services
Trigger Agency Profile - Advertising and Digital Marketing ServicesTrigger Agency Profile - Advertising and Digital Marketing Services
Trigger Agency Profile - Advertising and Digital Marketing Services
 

Andere mochten auch

Campbell’s Pitch presentation
Campbell’s Pitch presentationCampbell’s Pitch presentation
Campbell’s Pitch presentationLexyKhoo
 
Creative brief example advertising
Creative brief example   advertisingCreative brief example   advertising
Creative brief example advertisingluisfvazquez1
 
The Art Of The Creative Pitch
The Art Of The Creative PitchThe Art Of The Creative Pitch
The Art Of The Creative PitchJustice Mitchell
 
Red Bull Creative Brief
Red Bull Creative BriefRed Bull Creative Brief
Red Bull Creative BriefBefrank86
 
Creative Advertising Presentation
Creative Advertising PresentationCreative Advertising Presentation
Creative Advertising PresentationRyan Lum
 

Andere mochten auch (10)

Campbell’s Pitch presentation
Campbell’s Pitch presentationCampbell’s Pitch presentation
Campbell’s Pitch presentation
 
Creative brief example advertising
Creative brief example   advertisingCreative brief example   advertising
Creative brief example advertising
 
Advertisement Pitch
Advertisement PitchAdvertisement Pitch
Advertisement Pitch
 
The Art Of The Creative Pitch
The Art Of The Creative PitchThe Art Of The Creative Pitch
The Art Of The Creative Pitch
 
Creative brief
Creative briefCreative brief
Creative brief
 
100+ Beautiful Slides from #CannesLions 2016
100+ Beautiful Slides from #CannesLions 2016100+ Beautiful Slides from #CannesLions 2016
100+ Beautiful Slides from #CannesLions 2016
 
Red Bull Creative Brief
Red Bull Creative BriefRed Bull Creative Brief
Red Bull Creative Brief
 
100+ Beautiful Slides From Cannes Lions 2012
100+ Beautiful Slides From Cannes Lions 2012100+ Beautiful Slides From Cannes Lions 2012
100+ Beautiful Slides From Cannes Lions 2012
 
Creative Advertising Presentation
Creative Advertising PresentationCreative Advertising Presentation
Creative Advertising Presentation
 
You Suck At PowerPoint! by @jessedee
You Suck At PowerPoint! by @jessedeeYou Suck At PowerPoint! by @jessedee
You Suck At PowerPoint! by @jessedee
 

Ähnlich wie The Pitch Process: Turning client briefs into great ideas, then selling them

Succeeding in the Age of Co-Creation
Succeeding in the Age of Co-CreationSucceeding in the Age of Co-Creation
Succeeding in the Age of Co-CreationFlorian Vollmer
 
PRSA August Luncheon - Why Our Digital Profiles Matters Strategies on How To ...
PRSA August Luncheon - Why Our Digital Profiles Matters Strategies on How To ...PRSA August Luncheon - Why Our Digital Profiles Matters Strategies on How To ...
PRSA August Luncheon - Why Our Digital Profiles Matters Strategies on How To ...Tiffany Sunday
 
Brand Ownership Tactics
Brand Ownership TacticsBrand Ownership Tactics
Brand Ownership TacticsOpenView
 
How To Harness The Power of Social Media
How To Harness The Power of Social MediaHow To Harness The Power of Social Media
How To Harness The Power of Social MediaAdam Dince, MBA
 
Adobe presentation sydney
Adobe presentation sydneyAdobe presentation sydney
Adobe presentation sydneyMichael Buckley
 
The Right Ingredients for Building an Effective Customer Profile
The Right Ingredients for Building an Effective Customer ProfileThe Right Ingredients for Building an Effective Customer Profile
The Right Ingredients for Building an Effective Customer ProfileDemandbase
 
BRANDING: big basic boards + heads up
BRANDING: big basic boards + heads upBRANDING: big basic boards + heads up
BRANDING: big basic boards + heads upDave Holland
 
Branding in a digital world
Branding in a digital worldBranding in a digital world
Branding in a digital worldAndy, Xinbin Hu
 
20130712 Opening Keynote Adobe Andreas Helios
20130712 Opening Keynote Adobe Andreas Helios20130712 Opening Keynote Adobe Andreas Helios
20130712 Opening Keynote Adobe Andreas HeliosWerbeplanung.at Summit
 
Make Your Business Sing with Design
Make Your Business Sing with DesignMake Your Business Sing with Design
Make Your Business Sing with Designre:DESIGN
 
Holler Trends Presentation 2012
Holler Trends Presentation 2012Holler Trends Presentation 2012
Holler Trends Presentation 2012Gual Barwell
 
Digital Marketing NOW - Hot Digital Marketing Trends 2014 vs. 2024
Digital Marketing NOW - Hot Digital Marketing Trends 2014 vs. 2024Digital Marketing NOW - Hot Digital Marketing Trends 2014 vs. 2024
Digital Marketing NOW - Hot Digital Marketing Trends 2014 vs. 2024FutureM
 
Maximising Brand Reputation Online
Maximising Brand Reputation Online Maximising Brand Reputation Online
Maximising Brand Reputation Online Nils Mork-Ulnes
 
Asia 2017 Conference Reviews - The New Gold Rush
 Asia 2017 Conference Reviews - The New Gold Rush Asia 2017 Conference Reviews - The New Gold Rush
Asia 2017 Conference Reviews - The New Gold RushThe Digital Insurer
 
Thinking inside the box: data permission strategies - 18 November
Thinking inside the box: data permission strategies - 18 NovemberThinking inside the box: data permission strategies - 18 November
Thinking inside the box: data permission strategies - 18 NovemberRachel Aldighieri
 
Thinking inside the box data permission strategies - Wednesday 18 November
Thinking inside the box data permission strategies - Wednesday 18 NovemberThinking inside the box data permission strategies - Wednesday 18 November
Thinking inside the box data permission strategies - Wednesday 18 NovemberRachel Aldighieri
 
Maximizing Brand Reputation Online by Nils Mork-Ulnes
Maximizing Brand Reputation Online by Nils Mork-Ulnes Maximizing Brand Reputation Online by Nils Mork-Ulnes
Maximizing Brand Reputation Online by Nils Mork-Ulnes Beyond
 

Ähnlich wie The Pitch Process: Turning client briefs into great ideas, then selling them (20)

Succeeding in the Age of Co-Creation
Succeeding in the Age of Co-CreationSucceeding in the Age of Co-Creation
Succeeding in the Age of Co-Creation
 
The Future of Social Business
The Future of Social BusinessThe Future of Social Business
The Future of Social Business
 
PRSA August Luncheon - Why Our Digital Profiles Matters Strategies on How To ...
PRSA August Luncheon - Why Our Digital Profiles Matters Strategies on How To ...PRSA August Luncheon - Why Our Digital Profiles Matters Strategies on How To ...
PRSA August Luncheon - Why Our Digital Profiles Matters Strategies on How To ...
 
Brand Ownership Tactics
Brand Ownership TacticsBrand Ownership Tactics
Brand Ownership Tactics
 
How To Harness The Power of Social Media
How To Harness The Power of Social MediaHow To Harness The Power of Social Media
How To Harness The Power of Social Media
 
Adobe presentation sydney
Adobe presentation sydneyAdobe presentation sydney
Adobe presentation sydney
 
The Right Ingredients for Building an Effective Customer Profile
The Right Ingredients for Building an Effective Customer ProfileThe Right Ingredients for Building an Effective Customer Profile
The Right Ingredients for Building an Effective Customer Profile
 
BRANDING: big basic boards + heads up
BRANDING: big basic boards + heads upBRANDING: big basic boards + heads up
BRANDING: big basic boards + heads up
 
Branding in a digital world
Branding in a digital worldBranding in a digital world
Branding in a digital world
 
20130712 Opening Keynote Adobe Andreas Helios
20130712 Opening Keynote Adobe Andreas Helios20130712 Opening Keynote Adobe Andreas Helios
20130712 Opening Keynote Adobe Andreas Helios
 
Make Your Business Sing with Design
Make Your Business Sing with DesignMake Your Business Sing with Design
Make Your Business Sing with Design
 
Holler Trends Presentation 2012
Holler Trends Presentation 2012Holler Trends Presentation 2012
Holler Trends Presentation 2012
 
Digital Marketing NOW - Hot Digital Marketing Trends 2014 vs. 2024
Digital Marketing NOW - Hot Digital Marketing Trends 2014 vs. 2024Digital Marketing NOW - Hot Digital Marketing Trends 2014 vs. 2024
Digital Marketing NOW - Hot Digital Marketing Trends 2014 vs. 2024
 
Maximising Brand Reputation Online
Maximising Brand Reputation Online Maximising Brand Reputation Online
Maximising Brand Reputation Online
 
Asia 2017 Conference Reviews - The New Gold Rush
 Asia 2017 Conference Reviews - The New Gold Rush Asia 2017 Conference Reviews - The New Gold Rush
Asia 2017 Conference Reviews - The New Gold Rush
 
Introduction to Digital Marketing
Introduction to Digital MarketingIntroduction to Digital Marketing
Introduction to Digital Marketing
 
Thinking inside the box: data permission strategies - 18 November
Thinking inside the box: data permission strategies - 18 NovemberThinking inside the box: data permission strategies - 18 November
Thinking inside the box: data permission strategies - 18 November
 
Thinking inside the box data permission strategies - Wednesday 18 November
Thinking inside the box data permission strategies - Wednesday 18 NovemberThinking inside the box data permission strategies - Wednesday 18 November
Thinking inside the box data permission strategies - Wednesday 18 November
 
Maximizing Brand Reputation Online by Nils Mork-Ulnes
Maximizing Brand Reputation Online by Nils Mork-Ulnes Maximizing Brand Reputation Online by Nils Mork-Ulnes
Maximizing Brand Reputation Online by Nils Mork-Ulnes
 
10 Most 'Canadian' Cuisines
10 Most 'Canadian' Cuisines10 Most 'Canadian' Cuisines
10 Most 'Canadian' Cuisines
 

Mehr von Beyond

Future of learning
Future of learningFuture of learning
Future of learningBeyond
 
Designing for loyalty in a digital world
Designing for loyalty in a digital worldDesigning for loyalty in a digital world
Designing for loyalty in a digital worldBeyond
 
10 trends reshaping digital - updated Q1 2016
10 trends reshaping digital - updated Q1 201610 trends reshaping digital - updated Q1 2016
10 trends reshaping digital - updated Q1 2016Beyond
 
A designer's guide to presenting work
A designer's guide to presenting workA designer's guide to presenting work
A designer's guide to presenting workBeyond
 
Beyond whitepaper-US
Beyond whitepaper-USBeyond whitepaper-US
Beyond whitepaper-USBeyond
 
Beyond whitepaper-UK
Beyond whitepaper-UKBeyond whitepaper-UK
Beyond whitepaper-UKBeyond
 
Data vs Hunch - Beyond Lecture at Hyper Island 2015
Data vs Hunch - Beyond Lecture at Hyper Island 2015Data vs Hunch - Beyond Lecture at Hyper Island 2015
Data vs Hunch - Beyond Lecture at Hyper Island 2015Beyond
 
12 Trends for 2015: What Marketers Should Be Thinking About in Digital
12 Trends for 2015: What Marketers Should Be Thinking About in Digital 12 Trends for 2015: What Marketers Should Be Thinking About in Digital
12 Trends for 2015: What Marketers Should Be Thinking About in Digital Beyond
 
Brands as Publishers - A Beyond Best Practice Guide
Brands as Publishers - A Beyond Best Practice Guide Brands as Publishers - A Beyond Best Practice Guide
Brands as Publishers - A Beyond Best Practice Guide Beyond
 
Beyond Xmas Annual 2013
Beyond Xmas Annual 2013Beyond Xmas Annual 2013
Beyond Xmas Annual 2013Beyond
 
Beyond Research Note: Xbox One vs PS4 - The Battle for Share of Voice
Beyond Research Note: Xbox One vs PS4 - The Battle for Share of VoiceBeyond Research Note: Xbox One vs PS4 - The Battle for Share of Voice
Beyond Research Note: Xbox One vs PS4 - The Battle for Share of VoiceBeyond
 
Integrated Marketing Presentation from SAScon UK 2013
Integrated Marketing Presentation from SAScon UK 2013Integrated Marketing Presentation from SAScon UK 2013
Integrated Marketing Presentation from SAScon UK 2013Beyond
 
Beyond Brands as Publishers: A Primer
Beyond Brands as Publishers: A PrimerBeyond Brands as Publishers: A Primer
Beyond Brands as Publishers: A PrimerBeyond
 
Beyond Social Developers Garage London May 2013
Beyond Social Developers Garage London May 2013Beyond Social Developers Garage London May 2013
Beyond Social Developers Garage London May 2013Beyond
 
The Science of Search, Google & Social Signals
The Science of Search, Google & Social SignalsThe Science of Search, Google & Social Signals
The Science of Search, Google & Social SignalsBeyond
 
Social Developers London March_2013
Social Developers London March_2013Social Developers London March_2013
Social Developers London March_2013Beyond
 
Financial Times- The Rise of 'Show Me Myself' Digital Marketing
Financial Times- The Rise of 'Show Me Myself' Digital MarketingFinancial Times- The Rise of 'Show Me Myself' Digital Marketing
Financial Times- The Rise of 'Show Me Myself' Digital MarketingBeyond
 
Me Data - The Rising Opportunity for Self Optimization Apps
Me Data - The Rising Opportunity for Self Optimization Apps Me Data - The Rising Opportunity for Self Optimization Apps
Me Data - The Rising Opportunity for Self Optimization Apps Beyond
 
Beyond Social Developers Garage Jan_2013
Beyond Social Developers Garage Jan_2013Beyond Social Developers Garage Jan_2013
Beyond Social Developers Garage Jan_2013Beyond
 
We Know Who You Are Now What
We Know Who You Are Now WhatWe Know Who You Are Now What
We Know Who You Are Now WhatBeyond
 

Mehr von Beyond (20)

Future of learning
Future of learningFuture of learning
Future of learning
 
Designing for loyalty in a digital world
Designing for loyalty in a digital worldDesigning for loyalty in a digital world
Designing for loyalty in a digital world
 
10 trends reshaping digital - updated Q1 2016
10 trends reshaping digital - updated Q1 201610 trends reshaping digital - updated Q1 2016
10 trends reshaping digital - updated Q1 2016
 
A designer's guide to presenting work
A designer's guide to presenting workA designer's guide to presenting work
A designer's guide to presenting work
 
Beyond whitepaper-US
Beyond whitepaper-USBeyond whitepaper-US
Beyond whitepaper-US
 
Beyond whitepaper-UK
Beyond whitepaper-UKBeyond whitepaper-UK
Beyond whitepaper-UK
 
Data vs Hunch - Beyond Lecture at Hyper Island 2015
Data vs Hunch - Beyond Lecture at Hyper Island 2015Data vs Hunch - Beyond Lecture at Hyper Island 2015
Data vs Hunch - Beyond Lecture at Hyper Island 2015
 
12 Trends for 2015: What Marketers Should Be Thinking About in Digital
12 Trends for 2015: What Marketers Should Be Thinking About in Digital 12 Trends for 2015: What Marketers Should Be Thinking About in Digital
12 Trends for 2015: What Marketers Should Be Thinking About in Digital
 
Brands as Publishers - A Beyond Best Practice Guide
Brands as Publishers - A Beyond Best Practice Guide Brands as Publishers - A Beyond Best Practice Guide
Brands as Publishers - A Beyond Best Practice Guide
 
Beyond Xmas Annual 2013
Beyond Xmas Annual 2013Beyond Xmas Annual 2013
Beyond Xmas Annual 2013
 
Beyond Research Note: Xbox One vs PS4 - The Battle for Share of Voice
Beyond Research Note: Xbox One vs PS4 - The Battle for Share of VoiceBeyond Research Note: Xbox One vs PS4 - The Battle for Share of Voice
Beyond Research Note: Xbox One vs PS4 - The Battle for Share of Voice
 
Integrated Marketing Presentation from SAScon UK 2013
Integrated Marketing Presentation from SAScon UK 2013Integrated Marketing Presentation from SAScon UK 2013
Integrated Marketing Presentation from SAScon UK 2013
 
Beyond Brands as Publishers: A Primer
Beyond Brands as Publishers: A PrimerBeyond Brands as Publishers: A Primer
Beyond Brands as Publishers: A Primer
 
Beyond Social Developers Garage London May 2013
Beyond Social Developers Garage London May 2013Beyond Social Developers Garage London May 2013
Beyond Social Developers Garage London May 2013
 
The Science of Search, Google & Social Signals
The Science of Search, Google & Social SignalsThe Science of Search, Google & Social Signals
The Science of Search, Google & Social Signals
 
Social Developers London March_2013
Social Developers London March_2013Social Developers London March_2013
Social Developers London March_2013
 
Financial Times- The Rise of 'Show Me Myself' Digital Marketing
Financial Times- The Rise of 'Show Me Myself' Digital MarketingFinancial Times- The Rise of 'Show Me Myself' Digital Marketing
Financial Times- The Rise of 'Show Me Myself' Digital Marketing
 
Me Data - The Rising Opportunity for Self Optimization Apps
Me Data - The Rising Opportunity for Self Optimization Apps Me Data - The Rising Opportunity for Self Optimization Apps
Me Data - The Rising Opportunity for Self Optimization Apps
 
Beyond Social Developers Garage Jan_2013
Beyond Social Developers Garage Jan_2013Beyond Social Developers Garage Jan_2013
Beyond Social Developers Garage Jan_2013
 
We Know Who You Are Now What
We Know Who You Are Now WhatWe Know Who You Are Now What
We Know Who You Are Now What
 

Kürzlich hochgeladen

Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 

Kürzlich hochgeladen (20)

Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 

The Pitch Process: Turning client briefs into great ideas, then selling them

  • 1. © Copyright 2013 Beyond. All rights reserved. Private and Confidential Miami Ad School - July 2013 the pitch process
  • 2. © Copyright 2013 Beyond. All rights reserved. Private and Confidential Leads a team of creatives, planners, analysts and generally smart people. Responsible for managing clients. who the hell are we? Let’s introduce ourselves ! Creative social planner who drives program development for Beyond’s global client base Matt Basford Director, Beyond NY Ben Martin Head of Planning
  • 3. © Copyright 2013 Beyond. All rights reserved. Private and Confidential INSIGHT TECHNOLOGY SOCIAL LESS FINANCIAL RISK, MORE CREATIVE PRECISION, AWESOME RESULTS a little bit about us
  • 4. © Copyright 2013 Beyond. All rights reserved. Private and Confidential WE drive brand engagement through the CREATIVE application of technology
  • 6. © Copyright 2013 Beyond. All rights reserved. Private and Confidential create let’s talk about how to Great ideas don’t come cheap What we are going to talk about today Go selland them
  • 7. © Copyright 2013 Beyond. All rights reserved. Private and Confidential A QUICK PRIMER
  • 8. © Copyright 2013 Beyond. All rights reserved. Private and Confidential WHAT ARE CLIENTS LIKE? REALLY
  • 9. © Copyright 2013 Beyond. All rights reserved. Private and Confidential clients don’t know what they want
  • 10. © Copyright 2013 Beyond. All rights reserved. Private and Confidential they have more customers than ever
  • 11. © Copyright 2013 Beyond. All rights reserved. Private and Confidential more stakeholders than ever
  • 12. © Copyright 2013 Beyond. All rights reserved. Private and Confidential so many channels to cover
  • 13. © Copyright 2012 Beyond. All rights reserved. Private and Confidential It used to be really...
  • 14. © Copyright 2013 Beyond. All rights reserved. Private and Confidential 20 years ago HR Consultants brand HR pr finance operations strategy marketing learning r&D product development sales PR Accountants Management Consultants Branding Agencies Ad Agencies Corporate Training Consultants Sales Consultants Product design & innovation agencies
  • 15. © Copyright 2013 Beyond. All rights reserved. Private and Confidential and then the web came along brand HR pr finance operations strategy marketing learning r&D product development sales Brand website Online ads
  • 16. © Copyright 2013 Beyond. All rights reserved. Private and Confidential and got useful for more things brand HR pr finance operations strategy marketing learning r&D product development sales Brand website Online ads Social E-commerce SEM “Fun” apps
  • 17. © Copyright 2013 Beyond. All rights reserved. Private and Confidential and a few more things brand HR pr finance operations strategy marketing learning r&D product development sales Social analytics Digital supply chains Digital transformation / change management E-Recruiting E-Learning Co-creation Crowdsourcing “Serious” apps Digital product design & testing Digital service design Brand website Online ads Social E-commerce SEM “Fun” apps
  • 18. © Copyright 2013 Beyond. All rights reserved. Private and Confidential everybody’s getting into each others’ business Just a few examples... branding PR management consultancies data analytics Design social advertising digital Accenture buying Fjord W+K aces social with Old Spice WCG buying predictive analytics firm WPP buying AKQA PR + data analytics digitalADVertising + ADVertising+social +management consultancies Design
  • 19. © Copyright 2013 Beyond. All rights reserved. Private and Confidential SO WHAT’S THE NET?
  • 20. © Copyright 2013 Beyond. All rights reserved. Private and Confidential briefs are getting more confusing
  • 21. © Copyright 2013 Beyond. All rights reserved. Private and Confidential some stats... 20% 27% 53% found briefs complete but lacking focus found briefs incomplete and inconsistent found briefs complete and focused Source: Joanne Davis Consulting ...in a 2013 survey of 200 agency heads
  • 22. © Copyright 2013 Beyond. All rights reserved. Private and Confidential some confusing things that we’ve seen in briefs...
  • 23. © Copyright 2013 Beyond. All rights reserved. Private and Confidential ...leading to direct roi via sales leads” “the goal is conversation and brand awareness...
  • 24. © Copyright 2013 Beyond. All rights reserved. Private and Confidential “we’re looking for a completely immersive... ...but ultimately simpLE EXPERIENCE”
  • 25. © Copyright 2013 Beyond. All rights reserved. Private and Confidential “we’re looking for a very focused campaign... ...the audience is anyone from ages 18 - 50”
  • 26. © Copyright 2012 Beyond. All rights reserved. Private and Confidential DEFINITION OF A STRATEGY: KNOWING WHAT NOT TO DO (THERE ARE ALWAYS TOO MANY THINGS WE CAN DO)
  • 27. © Copyright 2013 Beyond. All rights reserved. Private and Confidential some (more) stats... 2% 3% 45% 49% clients have “limited” strategic capabilities clients have “adequate” strategic capabilities clients have “excellent” strategic capabilities Source: Joanne Davis Consulting didn’t respond
  • 28. © Copyright 2013 Beyond. All rights reserved. Private and Confidential we are (meant to be) the experts!
  • 29. © Copyright 2013 Beyond. All rights reserved. Private and Confidential but we make it hard for ourselves
  • 30. © Copyright 2013 Beyond. All rights reserved. Private and Confidential it’s time for a different view
  • 31. © Copyright 2013 Beyond. All rights reserved. Private and Confidential THE REDUX PROCESS
  • 32. © Copyright 2013 Beyond. All rights reserved. Private and Confidential BrandBriefing inputs agencyUnderstanding Our know how...Their agenda... REDUX process Starts Here: VERSUS
  • 33. © Copyright 2012 Beyond. All rights reserved. Private and Confidential STRATEGY AND PLANNING: IS A REDUX PROCESS. BOILING DOWN. REDUCING THE STOCK. GETTING FUNDAMENTAL.
  • 34. © Copyright 2013 Beyond. All rights reserved. Private and Confidential step 1: boil it down create a one sentence brief
  • 35. © Copyright 2013 Beyond. All rights reserved. Private and Confidential step 2: assess the situation do your research
  • 36. © Copyright 2013 Beyond. All rights reserved. Private and Confidential turn unstructured data into insights & strategy who influences them? where Does the audience spend their time? What drives consideration? What drives brand Preference & emotional connections? ?
  • 37. © Copyright 2013 Beyond. All rights reserved. Private and Confidential are there White space opportunities for content? what do they search for? what are they talking about? what content will they share? turn unstructured data into insights & strategy
  • 38. © Copyright 2013 Beyond. All rights reserved. Private and Confidential step 3: outline the strategy in just a few simple statements
  • 39. © Copyright 2013 Beyond. All rights reserved. Private and Confidential now it’s time to communicate your ideas some things to remember...
  • 40. © Copyright 2012 Beyond. All rights reserved. Private and Confidential BULLETS ARE FOR SUCKERS
  • 41. © Copyright 2012 Beyond. All rights reserved. Private and Confidential MAXIMS ARE FOR CHAMPS
  • 42. © Copyright 2012 Beyond. All rights reserved. Private and Confidential A PICTURE PAINTS A THOUSAND WORDS
  • 43. © Copyright 2012 Beyond. All rights reserved. Private and Confidential AN ANALOGY PAINTS A THOUSAND PICTURES
  • 44. © Copyright 2013 Beyond. All rights reserved. Private and Confidential SALESOPPORTUNITY CLIENTRFPDOC BYNDBRIEFDOC BRAINSTORM REDUX RESEARCH STORYBOARDING CREATIVETHREAD Three simple steps: #1 - distilling the brief #2 - stating the situation analysis #3 - reducing our creative strategy to simple statements. A copy written description of our creative treatment. The Brief Distilled Situation Analysis Creative strategy REDUX workflow:
  • 45. © Copyright 2013 Beyond. All rights reserved. Private and Confidential THE IDEA ISN’T ENOUGH
  • 46. © Copyright 2013 Beyond. All rights reserved. Private and Confidential sell it
  • 47. © Copyright 2013 Beyond. All rights reserved. Private and Confidential CLIENTS ARE ALWAYS QUESTIONING HOW MUCH WORK YOU ARE CREATING FOR THEM
  • 48. © Copyright 2013 Beyond. All rights reserved. Private and Confidential AND, YET, WHAT DO THEY WANT?
  • 49. © Copyright 2013 Beyond. All rights reserved. Private and Confidential M.O.A.S
  • 50. © Copyright 2013 Beyond. All rights reserved. Private and Confidential MOAS?
  • 51. © Copyright 2013 Beyond. All rights reserved. Private and Confidential MOON.ON.A.STICK
  • 52. © Copyright 2013 Beyond. All rights reserved. Private and Confidential SO WHAT SHOULD YOU DO?
  • 53. © Copyright 2013 Beyond. All rights reserved. Private and Confidential REMEMBER: THEY ARE BUYING YOU AS MUCH AS THE IDEA
  • 54. © Copyright 2013 Beyond. All rights reserved. Private and Confidential FOCUS ON RELATIONSHIPS
  • 55. © Copyright 2013 Beyond. All rights reserved. Private and Confidential set the stage: Find common ground
  • 56. © Copyright 2013 Beyond. All rights reserved. Private and Confidential GET YOUR FOOT IN THE DOOR
  • 57. © Copyright 2013 Beyond. All rights reserved. Private and Confidential “Foot-in-the-door (FITD) technique is a compliance tactic that involves getting a person to agree to a large request by first having that person agree to a modest request. The foot-in-the- door technique succeeds owing to a basic human reality that social scientists call ‘successive approximations’. FITD works by first getting a small 'yes' and then getting an even bigger 'yes.'”
  • 58. © Copyright 2013 Beyond. All rights reserved. Private and Confidential SELL OUTCOMES NOT TACTICS MAKE THE CLIENT THE HERO
  • 59. © Copyright 2013 Beyond. All rights reserved. Private and Confidential prepare to pitch your idea in 1 minute with no notes. answer: so what?
  • 60. © Copyright 2013 Beyond. All rights reserved. Private and Confidential But... respect your own time. if the client is late (really late), reschedule.
  • 61. © Copyright 2013 Beyond. All rights reserved. Private and Confidential STAND FOR SOMETHING
  • 62. © Copyright 2013 Beyond. All rights reserved. Private and Confidential “Make your product so good, so addictive, so ‘can’t miss’ that giving customers a small, free taste makes them come back with cash in hand.”
  • 63. © Copyright 2013 Beyond. All rights reserved. Private and Confidential THANK YOU timefor your