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European Business Press Seminar Rome, 21./22. October 2004

European Business Press Seminar Rome, 21./22. October 2004. & What advertisers expect from media. What you can expect from this presentation. Understand the needs and worries of global acting financial service providers

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European Business Press Seminar Rome, 21./22. October 2004

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  1. European Business Press SeminarRome, 21./22. October 2004 & What advertisers expect from media

  2. What you can expect from this presentation • Understand the needs and worries of global acting financial service providers • to be able to support agencies & clients with valuable and helpfull information / data • to be able to develop tailormade offers / products that enable clients to implement intelligent communication

  3. A Global Player

  4. – A Global Player • Traditional German insurance company, founded in 1890 in Berlin (now Munich) • One of the largest insurance companies worldwide • 70 countries, 167,000 employees, 60 Mill. clients • Business fields: Protection, Provision, Performance Source: Fortune

  5. – The Business Fields Protection Provision Performance Property & Casualty Insurance Life & Health Insurance Asset Management Banking Buyout of Dresdner Bank in 2001 = future maintainance as One-stop-financial-service-provider

  6. Allianz Group Marketing Methods & Controlling Strategic Brand Management Marketing Communication CENTRAL Global Corporate Campaign & Local Corporate Campaign Local Product Campaign DE-CENTRAL Local Operating Entity

  7. Allianz Group Marketing & OMD Methods & Controlling Strategic Brand Management Marketing Communication CENTRAL & Local Media Agencies DE-CENTRAL Local Operating Entity

  8. A Global Player

  9. The Largest Media Investor in the World Source: Recma 2004 (2003 billings)

  10. Truly Global and Highly Ranked in all Regions #2 #4 #2 #2 #3 #3 Over 80 offices in 55 countries, 4.300 employees, with over $19 billion client billings

  11. Global Understanding & Local Expertise Global Media Briefing & Agency Steering Client HQ OMD International Consultancy & Co-ordination Contact regarding all Int‘l Media Issues Development of Global Media Strategies Pan-regional Planning & Buying Int‘l Media Best Practices Global Media Reporting Reporting Local Marketing / Media Learning Strategic Marketing / Media Guidelines Local Media Planning / Buying / Handling Reporting Local Media Learning Strategic Steering Global Briefing Global Media Guidelines Client Local Operation Local OMD Global Corp. Campaign Adjustment / Approval Other Local Agency Local Image / Product Campaign

  12. Key Challenges facing Global Brands • Transparency & consistent quality standards of local media business • Strategic steering of local media business in line with global objectives • Cross-fertilisation & know-how transfer across markets to fully exploit synergy potentials • Exploit saving potential on all levels è locally, regionally & globally Maximise efficiency & effectiveness of global media investment

  13. Reporting Strategy & Evaluation Projection • OMD Atlas • OMD FlightPlan • OMD Post Buy Reviews • Media- and marketdevelopments • Client-customised web-based CWA’s • Global Strategies • Cross-border Media and Market Analyses • Local Market Steering & Media Guidelines • Central Planning & Buying of pan-regional Campaigns • Media training &Int’l Best Practices • Econom. modellingof media & marketingvariables • Budget allocation models • Media Observer/Market Response Finder • (effective reach/frequency) • Int’l research projects Media- and marketing data for own and competitive brands Media plans: plannedvs. actual Media- and market developments Navigation through media landscapes Transparency Effectiveness Accuracy How does OMD meet these Challenges ?

  14. What our client research has shown • Creativity in media strategy will become more important • Understanding the consumer in new, more meaningful ways will be a principle challenge of the future • Consumer research will be the key driver of media value • Measuring the delivery of media will be less important than measuring the effect it causes • Planning will be the key driver of media value

  15. 4. Capitalize… …the communication activities Negotiation/Buying • Accountability/ Measurement • Understand… • …brand business needs and influencing factors • Marketing • Target Groups • Influency of Categories / Competition 3. Create… …the communication plan Tactical Media Plan • Media Channel Selection 2. Design… …. the communication strategy “The Big Idea” Strategic Communication Planning is an Essential Factor for Success

  16. Key-Issues ofFinancial Service Providers

  17. Marketplace Dynamics 9/11 US Election SARS AIDS Stagnating Stock situation CEEMA Emerging markets China Deregulation Oil Markets FEAR EXCESSIVE DEMANDS UNCERTAINTY Demographic issues “Age Pyramid” European Union Mannheimer Enron Basel II Yukos Affair Concentration Unemployment Terrorism

  18. Chances & Risks - + • High expenditures for damage • regulation (Terrorism, Catastro- • phees) •  Increasing premiums • Downswing of stockmarket • + low interest rates for capital • + shrinking hidden assets •  Cut of profit participation •  Concentration • Increasing importance of • pension and private healthcare • Weak insurance penetration + • liberalisation of high potential • markets CEEMA and Asia

  19. Market Insights Finance & Insurance I want a sound, riskfree investment I don‘t beliefe in the stock market I distrust financial advisors The state is taking a back seat The pension system is about to collapse I know I have to care for provision but I feel totally swamped with the ways and options I distrust insurances Source: Spiegel Debit & Credit 6

  20. Key Issues • Individual economic situations / issues per country or region ... • ... with impact on financial / insurance – markets • Insurance markets with chances and risks; high potentials = CEEMA + Asia • Target Group needs education but shows clear provisos Client and agency must understand each market

  21. HOW EBP could help us • Implement a summarised Market Profile „Insurance Market Europe“ • Content: • Compare the european Market with US and Asia • Which are the key countries ? • Who are the key brands ? • What are the key issues and concerns per country ? • How do consumers differentiate ? • Overview of the adspends of the branch

  22. UnderstandThe Target Group

  23. The Target Group Challenge 70 countries Rating Agencies Analyst, Portfolio M.,Fin. Journalist xxx Bill. People 4 continents Different cultures Individual needs and worries Understanding is a challenge ! CEO/CFO‘s(large internat. comp.) Broker/Intermediaries Business Owners small/medium local comp. End Consumer

  24. Where to get these information from 70 countries No surveys, just common sense Research extremely difficult Information source: Pan-regional media (special surveys) Rating Agencies Analyst, Portfolio M.,Fin. Journalist Global Level CEO/CFO‘s(large internat. comp.) Broker/Intermediaries No surveys, basics from trade press Business Owners small/medium local comp. Local media & market surveys (Decision Makers) Pan-regional studies (EBRS) Local Level Numberous local media & market surveys No real comparability across countries End Consumer

  25. A Lack of Information • No data available for top target groups • No consistancy of local data => no comparability across countries • Quantitative data: Available • Qualitative insights: Rather not available !

  26. HOW EBP could help us • Initiate a pan-european „in-depth“ qualitative target group survey • Guarantee compatibility across countries • X-ray all needs, concerns and attitudes of the consumer towards a special field • An example: Debit & Credit (Der Spiegel)

  27. Debit & Credit: A Quality Survey • Universe: Adults 14 years + in Germany = 64.72 Mill. (10,000 interviews) • Detailed analysis of the FSP-Market: • Brand awareness, preference, ownership • attitudes towards investments and finance • Decisions, experiences, demands, prospects. • Banking, Credit cards, Insurances, Asset Management, Investment consultants

  28. UnderstandThe Task

  29. Communication of FSPs Objective Media Requirements • Reach the target group • Educate • Implement communi- • cation objectives • Efficient & Effective • Reliability • Performance • Customer Focus International Business Press

  30. Trustworthyness is Your Asset ! • OMD research amongst decision makers (Businessmen, Financial Journalists, VIPs from the german economy) • Key question: Which medium do you prefer in terms of reliability ?

  31. OMD Research Results • Decision Makers trust in print media • The Business Press, esp. Newspapers have a very good reputation, stand for high quality and in-depth information • However, quality is decreasing. Wrong facts are being realised ! • TV News-channels are favoured according to fast access to information = advantage ! • The www is highly appreciated in terms of real-time-access to information, but trustworthyness of the medium is called into question = challange !

  32. Requirements to the Int‘l Business Press • Ensure Trustworthyness • Support high quality journalism • Fight for the freedom of press • Maintain your Brands & Products • Updates & Re-Launches • Adopt trends early / set trends • Follow new technologies

  33. Requirements to the Int‘l Business Press • Be creative and develop client individual solutions... • ... because this is the future of advertising • ... but make sure that all activities serve advertisers AND readers => guarantee reliability !

  34. Reliable Advertising ?

  35. HOW EBP could help us • Initiate a pan-european survey asking for the image of local media channels and vehicles • An example: Media Brand Values • Released on October 15th 2004 • Universe: Senior executives, leaders & influentials in 9 european countries • Surveyed 13 attributes towards media (i.e. trustworthyness, impartial, unbiased); pan-regional media per title/channel versus local media (as category only).

  36. MBV: Advantages for Pan-regional Media

  37. Local versus Pan-Regional Media • Each category delivers values that cannot be replaced by the other Pan-regional Print Media Local Print Media • Approachable / familiar • Competence in terms of • national concerns • (politics, economy, etc.) • High coverage within high • endconsumer target group • Local language •  Best supports the objective „customer focus“ • Reaching frequent • travellers / people involved • in international business • Global perspective (partly • US-driven) • Efficient (CpM) within • upscale target groups •  Demonstrates global presence and importance

  38. HOW EBP could help us • „Advantage“ of pan-regional media: Comparability across countries => convinient planning • Challange for media agency to know and assess the local media landscape • EBP: • Deliver qualitative information for each title to make business titles comparable across countries (standardised readership- and content analysis) • Provide a platform for cross-border-deals

  39. What Advertisers Expect from Media • Summary • Help clients & agencies to understand markets and target groups • Deliver qualitative in-depth insights • Make information comparable across countries • Maintain and develope your brands & products • Initiate new, creative ways of advertisement under consideration of the importance of reliability • Allow for cross-border-deals

  40. Thank You

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