Monday, November 20, 2006
Advertising: The keys to strategic success
Laurence Green, planning partner at Fallon London, identifies 7 key steps to stategic success in Campaign (10 Nov. 2006). She does so identifying the key parallels between the winning papers of this year's IPA Effectiveness Awards.
The key steps:
1. Sit media at the top table
Effective campaigns not only boast media thinking that delivers the communication, but that also drives it to a greater or lesser extent. E.g. Virgin Trains using media along parallel strategic tracks: the requirement to win both hearts (TV and cinema) and minds (cue surgical use of press, poster and online).
2. Don't worry 'bout the size of your budget
Spent creatively and responsibly, small budgets can trigger commercial return. The web and branded content conttribute to an increasingly 'pull' media model, instead of a 'push' media model.
3.Think long term, act short term
This year's winners show the contributing effect of short-term sales to the enduring commercial competitive advantage afforded by strong brands, and vice versa.
4. Integrate. Then integrate some more
Integration is not about using lots of media to get your message across, but it's about the disciplined aligning of the media you do use.
5. Put product centre stage
If your product or service is a powerful source of competitive advantage, shout it out.
6. Be creative in the round
Creativity is not only the creative's job, but also the strategist's and the media planner's job.
7. Get yourself a saint (or a sinner): celebrity still sells
Celebrity endorsement can have a multiplier effect.
For me, the most renewing conclusion is number 5: consumers choose for strong brands WITH strong and innovative products. The first does not go without the latter, and vice versa. A lot of brands, however, seem to forget this sometimes.
If you'd like a full version of the article, just let me know.