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AGENCY CREDENTIALS

AGENCY CREDENTIALS. November, 2013. Who we are. Julia Nikitina Business development

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AGENCY CREDENTIALS

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  1. AGENCY CREDENTIALS November, 2013

  2. Who we are Julia Nikitina Business development Julia has a wide experience in marketing. She worked as a marketer for Johnnie Walker Trademark, Whiskey Portfolio in Diageo, for Timotei Hair & Skin in Unilever and for Martini & Sparkling Wines in Bacardi Natalia Semenova CEO Started as a journalist for lifestyle, travel and fashion columns, Natalia went on as a PR specialist for luxury retail and celebrity management. She worked for brand communication in the following companies: Russian Standard, Debenhams Department stores and Diageo Russia.

  3. About Tapir Tapir is a primitive animal that stayed
unchanged for millions of years. Evolution proves that basic things win. 
Especially when it comes to ideas.  Moreover Tapir is a group of people 
who love their job. We engage a specific team for every task based on client’s business need. Our team has worked with the following brands:

  4. Where we can help • Strategy • Brand positioning • Market segmentation and focus • Route to market • Key messages and communication channels • Trade communication • In store activation • POSM design • Production supervision • Promo activation concept and supervision • Creative Solutions • Concept idea • Visual execution • Wording / scripts • 360 degree concept activation • Non-trade communication • Celebrity endorsement • Media relations • Social media activation • BTL-mechanics Please see some of our cases below.

  5. Strategy

  6. Debenhams department store • Task • Launch in Russia • Solution • Brand positioning • ATL • PR • Results • ATL campaign (print, radio, out-door) • BLT (cross-promo with several brands) • Trade-marketing (in-door advertising) • PR (print, radio, internet, TV)

  7. Markin fine jewelry • Task • Build strategy, awareness and sales • Solution • Brand positioning • Market segmentation and focus • Strategy for each focus segment, route to market, including key messages and communication channels • Results • On-going

  8. Babich&Remish Russian retailers Task Launch of a Russian designer Babich&Remish on a Russian market Solution Brand development Trade contracts PR Results Sold in 6 stores (Podium Market, Trends Brands, Monoroom, Fancybikes, Pichshop, Tsvetnoy) PR is on-going

  9. Creative solutions / Trade communication

  10. Wheat non-filtered beer Amber Weiss Task Grow awareness of premium craft Amber Weissbeer, build trial with food among trend-setters. Solution Cross-channel communication campaign Sunny Kitchen, that owns the territory of easy dining with natural and easy to cook food Results 1. Craft food partners (Seasons, Stay Hungry, LavkaLavka, Durum Durum, Meatball company, 
Burger Brothers, 32.05) 2. Tailor-made craft visibility for On-trade venues 
& events 3. On-trade contracts with craft market leaders 4. Social media management (Facebook, instagram). Increase 18 times in members 5. On-trade festivals (gourmet sets) 6. Easy dining festivals (20 events) 7. Three national promo-campaigns in Off-trade

  11. Diageo de-luxe portfolio Task Inspire consumers to choose de-luxe gifting offer to celebrate special occasions or buy it as a gift during New Year period Brands JW Blue Label (focus brand), JW Platinum Label, JW Gold Label Reserve, The Singleton, Zacapa 23, Zacapa XO Solution Luxury gifting set proposal Results Creative campaign for POSM materials for national chains
 

  12. Flavored beer Essa Task Develop creative solution for flavored beer Essa reinforcing message of Essa non-beer category offer Build communication through channels: BTL, On-trade, Off-trade, Digital Solution “Don’t mix, just drink” creative idea. Shapes can be different, Essa is the same Idea Essa is as tasty as self-made cocktails (rum/whisky + cola), yet you do not need to mix it. You can pour it in any glass shape but the taste and the alcohol will be the same Results On-going

  13. AmberWeissOn-trade toolkit • Task • Create a toolkit for craft POSM for On-trade venues, including recommendation on placement & materials • Solution • Set of POSM for different zones of On-trade venues

  14. Non-trade communication

  15. Johnnie Walker Trademark Task Build image of JW brand as a symbol of personal progress based on the cooperation of JW and Alexey Nemov (Olympic champion) Solution Cross-channel communication campaign Talk with Giants in “Kommersant” publishing house Mechanics 1. 12 radio programs named Talk with Giants with Alexey Nemov as a speaker and host. Famous guests of the program (Prokhorova, Zvyagintsev, Sundakov) are invited to discuss the way they succeeded in life 2. Branded announcements in print, web and social media 3. Facebook application: tell your story and win the trip to Johnnie Walker House

  16. Grand Marnier liquor Task Drive awareness of Grand Marnier Long Drink and encourage trial through association with the sunset hours Solution Summer long drink on-trade platform “Don’t miss sunset hour” Mechanics 1. Special serve at 20 best summer terraces (Ginza, Novikov, etc) 2. Self-run promotion “Buy two, get one free” 3. Opening parties of the 8 best summer terrace (Tatler, Balkon, etc) 4. Press-tour and press-briefings Results 2400 A-contacts for 8 events Media Impressions: 3,08 mln Rub Total ad value: £ 256K

  17. Fashion exhibition by Alexander Vasiliev Task Lead an fashion history exhibition of the 20ies years: management, PR, production, tickets sales. The exhibits are provided by Alexander Vasiliev Solution An exhibition hold by support of Zurab Zeretelli Gallery. Results 2 months exhibition, 5 TV channels, 87 articles, 
6 radio programs

  18. Baileys liquor • Task • Premiumize Baileys image • Create limited edition project • Solution • Limited edition bottle in cooperation with Stephen Webster jewelry designer • Results • 108 print and internet articles • PR value – 317K £ • Press-briefings with media • Launch event in Barvikha • Participation in Harper’s Bazaar event in Garage Centre

  19. Redd’s flavored beer • Task • Raise awareness about less sweet REDD'S DRYamong Redd’s current and potential consumers • Solution • National Summer Promo. An idea of photo shooting competition with a green apple as a symbol of glamour and freshness. Make a photo and win a photo shooting for InStyle magazine. • Results • Special projects at web sites & social media of Graziamagazine, Trends Brands, Spletnik • 5 cities promo: 41,8 K contacts • Media reach: 3 mln

  20. +7.903.5331992 ns@tapircreative.com Bolshoi Sergievskiy per, 10

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