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A New Level of Partnership

A New Level of Partnership. Response to Key Issues and Action Plan. May 25, 2006. Goal. To give TMS a best in class communications model that: Delivers superior innovation, brand impact, collaboration, and efficiencies Focuses on speed and learning

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A New Level of Partnership

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  1. A New Level of Partnership Response to Key Issues and Action Plan May 25, 2006

  2. Goal To give TMS a best in class communications model that: • Delivers superior innovation, brand impact, collaboration, and efficiencies • Focuses on speed and learning • Makes Media a source of creativity and innovation – not just content distribution • Replaces silos with cross-agency collaboration • Replaces redundancies with knowledge sharing • One Team, One Dream!

  3. Questions You Raised • Zenith AOR • What are the expected benefits? How will this work? What is the financial structure? • Zenith Research • Better/optimal use of resources. • Media Partnership and Ideas • How can we develop better alliances and innovations from the major media partners? • Integrating with Key Partners • How can we better integrate strategies and messages across TMS’ key marketing partners • Contextual Planning (and Contact Planning) • What is it? How will it work?

  4. Zenith AOR

  5. Zenith AOR • At this time, Saatchi, Team One & Zenith do not recommend developing an AOR for Print and Digital/Interactive. • Maintaining planning & buying within “creative agencies” provides great opportunities for media partnership success • Relationships – familiarity tends to yield success • Ideas and opportunities – “first looks” and innovation • Negotiation - increased value and real savings • Stewardship – increased impact, accountability – and optimization

  6. Zenith Research (SRG)Strategic Research Group

  7. Zenith Research – (SRG) • Provide marketplace insights and analytics to aid in the development of consumer insights, direct consumer communications planning and steward implementation • Maintain pulse on marketplace trends and conditions • Research insights yield better and more relevant planning for Toyota • Optimal integration and coordination with SSLA – and seamless immersion into functional SSLA teams • Staffing recommendation (per SSLA/T1) • 25% SVP, Strategic Insights (Tom Love - SF based) • 100% Research Supervisor (TBD) • 100% Research Analyst (TBD) • Client cost = $505.5M/annually

  8. Job Description SRG Research Supervisor Responsibilities: • Provide research support to Toyota or Lexus media planners and clients in the evaluation of media, marketing, and population trends. Specific duties include: • Competitive analysis • Inter-media and inter-daypart audience comparisons • Estimation of ratings and audience composition for new and established television programs • Evaluating new media-centric tools • Supervising the prediction and analysis of custom research projects • Periodic written analyses on trends media for distribution to employees and clients • Manage day-to-day requests and supervise junior staff • Maintaining databases based on clients’ needs Requirements: • 4+ years relevant experience (agency, buying service, TV station or network, rep firm) • Proficient with Nielsen, CMR, and IMS data systems • Proficient with Microsoft Word, Excel, and PowerPoint • Strong analytical, written, and communication skills

  9. Job Description SRG Research Analyst Responsibilities: • Using CMR data to track brand spending across various advertising vehicles • Coding and cross-tabulating media usage, demographic, retail and product usage data from MRI, Scarborough, JD Power, and other media and marketing databases • Creating and analyzing Nielsen ratings and demographic reports • Producing daily and weekly media “news of the day” • Establishing relationships with other ZenithOptimedia offices, worldwide, for the purpose of sharing information and resources • Assisting senior research staff in preparing documents for clients and agency staff • Coordination of other research-related functions, specifically: developing PowerPoint presentations, scheduling and preparing documents for meetings with clients, meeting with research suppliers and research executives from television, radio, magazines and Internet companies Requirements: • BA degree; 2+ years relevant experience (agency, buying service, local station or network, rep firm) • Proficiency with Nielsen, CMR and IMS data systems. • Excellent written and verbal communication, interpersonal, organizational, and quantitative skills • Must be self-starter, detail-oriented, with ability to effectively prioritize multiple projects, and thrive in fast-paced environment • Proficiency in MSWord, Excel, and PowerPoint

  10. Media Partnerships and Ideas

  11. Media Partnerships and Ideas • Goal • Develop high-level relationships with key media and content partners to ensure Toyota gets “the first look” at high profile media opportunities and innovations • Recommendation • Evolve role of Strategic Communications Director to – Executive Communications Director (counterpart to Executive Creative Director). • Responsibilities focused on strategic relationship building • Less day-to-day media oversight • More external networking and ideation • An idea connector and “deal” broker • Share ideas cross-agency partners

  12. Integrating with Key Partners

  13. Integrating with Key Partners • Goal • Optimize investment by integrating strategies and messages across Toyota’s portfolio of marketing partners (Diversity, BrandArc, Rapp Collins, TDA’s and Agencies, PR, etc) • Recommendation • Two options provide for Toyota review and approval. Team will support C2 discipline – Media Planning, Digital and BIG • Add-to-staff • Absorb within staff

  14. Integrating with Key Partners • Add-to-staff – (Recommended option) • Communications Integration Manager would be established at SSLA (along with Supervisor and Planner) • Transmit/flow all relevant information to the appropriate agency partners (from concept through execution) to ensure maximum integration opportunities. • Manager would be available for discussions, follow-up, explanation, etc…. • Responsibilities could also include representation/attendance at MarComm-related/initiated meetings (e.g. Diversity), partner-initiated discussions/meetings (e.g. RappCollins customized print with direct database).

  15. Integrating with Key Partners • Absorb within existing work. • The function would be limited to SSLA sharing finished/approved work • Would require Toyota MarComm to be responsible for sharing information with partners - without SSLA participation/material development required. • The current staff limitations do not make it possible to provide on-going, insightful communication to all other partners.

  16. Contextual Planning

  17. Contextual Planning • Goal • Inspire bigger, more contextually relevant brand ideas through better integration of creative content and contact points

  18. Contextual Planning FUNCTION DISCIPLINE Strategic Planning Generating Contextual Insights Applying Contextual Relevance Media Planning

  19. Contextual Planning • A working definition • The practice of determining how and why consumers interact with various forms of media,  how new technologies can provide greater opportunities for engagement, how real and virtual world space can be transformed into media opportunities and how all touch-points can and should be connected to add up to a single statement about a brand

  20. Context Planners • Position Responsibilities • Collaborate with creative, media & strategic planning disciplines • Inspire contextually relevant creative content • Push for non-traditional uses of traditional media • Help to shape unique creative content through new and different applications of contact points • Talent Profile • Multidisciplinary approach to the work • Background in media or a creative marketing field • Creative sensibility and passionate personal investment in the work • Ability to connect the dots – make connections between disparate but related pieces of information to draw insights that inspires bigger ideas • Demonstrates strong sense of confidence, able to hold their own in meetings with senior players from all disciplines in the agency • Simultaneously highly collaborative and independent – can be a team of 1 and team of everyone at the same time • Externally connected - with the industry, trends, pop culture • Has strong POV and at the same time is open and willing to explore other POV’s • Asks – why, what if, why not… • Embraces our spirit & demonstrates our character

  21. Context Planners Innovator Proud Doesn’t see how things are, but what they can become Wants to make a markon the world Collaborator Diplomatic and socially resourceful Problem Solver Finds ways to get things done Renegade Challenges convention Fearless Works best without a net Analytical Tests, learns, optimizes Futurist Recognizes trends and opportunities before others

  22. How Will We Change? Become Idea-centric, not Numeric-centric Sell vs. Buy Test & Explore Assert ourselves into the process Enhanced Training, Learning, Sharing Connect the dots

  23. How Will We Change? Leadership Collaboration Strategic Ideation Director+ level Media Planning Integration Contact Ideation Manager’s Supervisor’s Implementation Daily Mgmt Reporting POVs Media Planners Assistant MP’s

  24. Our Collective Reinvention • Today • Silos • Fragmentation • Ideas borne in the “creative” department • Isolated success • Tomorrow • True collaboration and integration • Singular, focused, powerful ideas • Ideas germinated from “anywhere” • Consistent success

  25. CURRENT PROCESS Communications Strategy Creative Brief Media Objectives/Strategy • ADDITIONAL TOUCHPOINTS • Event/Promotions • Sponsorships/ Alliances • Product Placement • Digital/Interactive • Direct CRM • Multi-Cultural • Retail • Collateral • Public Relations • Etc Account Planning Copywriter Art Director Media Buyer Media Planner Creative Campaign Media Plan INTEGRATEDG-T-M-P

  26. REINVENTION Communications Strategy STRATEGIC PLANNING Strategic Planning: Brand and Context Insights, Analytics ENGAGEMENT / IDEAS BRIEF What do we say? How do we say it? WHERE DO WE SAY IT? • TOUCHPOINTS • Traditional Media • Events/Promotions • Sponsorships/Alliances • Product Placement • Digital/Interactive • Direct CRM • Multi-cultural • Retail • Collateral • Public Relations • Etc Art Director + Copywriter + CONTEXT PLANNER Contact Analytics (Zenith) CONTACT CONTENT INTEGRATED G-T-M-P

  27. Key Milestones and Next Steps

  28. Key Milestones and Next Steps • Zenith AOR Completed • Recommendation not to proceed • Zenith Research • ZOOM Tools and Other In process/ongoing • Touchpoints TBD, review with TMS • Integration in SSLA 60 days w/TMS OK • Media Partnerships & Ideas In process • Needs client staffing OK to realize full potential • Integration with Partners 30+ days w/TMS OK • Contextual Planning In process • Needs client staffing OK to realize full potential • TMS3 July 2006

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