• FoM19 • FoM19

Strategic Effectiveness
in 2020

#FoM19
1968
 0.6

0.4
Research 0.2

0
 Does Research Increase Effectiveness?

0.6
Award Score

0.39 0.38
0.4
0.28

0.2

0 n=5,894
None Low High
Research Level
How to Manage Brand

Tactics
 How to Manage Brand

Diagnosis Strategy Tactics

33.3% 33.3% 33.3%

How to Manage Brand

Strategy
Strategic Objectives
 Objectives – The Signal of Strategy

Business Strategic Tactical

Aspirations Objectives Goals

Reverse sales Increase Get 400,000

decline Consideration Social mentions
From 12% to 25%
by Dec 2019
Among 18-24 YO
 Do More Objectives = More Effectiveness

0.6
0.44
award score

0.39 0.39
0.4 0.35
0.28

0.2

0
n=5,645
1 2 3 4 5..
# of strategic objectives
Long & Short Term
Peter Les
Field Binet
 Sales Uplift over Base

Window
<12 Month

Time
 Is Long better than Short?

0.6
award score

0.48

0.4 0.36
0.31 0.28

0.2

0 n=5,645
<3M <6M <12M 12M+
campaign duration
“Any idiot can do short term. Any idiot can do long term.
The trick is to do both.”
Hugh Johnston, Pepsico CFO
Target Marketing?
 A Growth in Mass Marketing
100%
Proportion of award winners

80%

60%

40%

20%

0% n=5,835
2011 2012 2013 2014 2015 2016 2017
2011 2012 2013 2014 2015 2016 2017
18
More than 2x

19
 Does Targeting Beat Mass Marketing?

0.6
award score

0.45
0.4 0.35

0.2

0 n=5,645
Target Mass
Segments Marketing
But Hold On…What’s This?

Binet & Field, IPA Data

 Products $1 delivers $4.42
Masterbrand

Link the POV to Products Make the POV Famous

Rational Persuasion Emotional Connection

Mental Availability Cultural Resonance

Sales
Long & Short Brand Planning

Brand Building Sales Activation

Long Term Short Term
Creates Brand Equity Exploits Brand Equity
Influences Future Sales Generates Sales Now
Emotional Priming Persuasive Messages
Brand Focus Product Focus
Mass Marketing Target Marketing
A Two Speed Brand Plan
A Two Speed Brand Plan
Media vs Creative
 2011-2015 Media Focus
100% Media
Dominant
Proportion of Entries

80%

60%

40%

20%

0%
2010. 2011 2012 2013 2014 2015 2016 2017 n=4,232
Shit
Shitthat arrives
that arrives atspeed
at the the of
speed
light isof
stilllight,
shit. is still shit.

David Abbott
The Effective Power of Creative
Targeting
Context
9% 2%

Recency Creative
5% 47%

Reach Brand
22% 15%
Differentiation?
 Relative Differentiation

Simon Sinek Rosser Reeves Ries & Trout Byron Sharp

Purpose USP Own a Single Idea Relative Differentiation?

to…

• Salience
• Competitors
• Other Brand Associations
 Does Differentiation Pay?
0.8 0.79

0.6
award score

0.44
0.4 0.39

0.2

0
None Somewhat High
degree of differentiation n=4773
Codification
 The Two D’s
Differentiation? Distinctiveness?
filling

snack treat

light
Differentiation? Distinctiveness?
Differentiation? Distinctiveness?

95%

Positioning Codes
 Codes
Distinctive Brand Assets = Distinctive Assets
• Logo 123
• Shapes/Patterns 124
• Colours 92
• Founders 111
• Font 110
• Packaging 109
• Characters 102
• Product Cues 100
• Locations 92
• Celebrities 87
Palettes
Application
 What do Codes do?
1. Maintain Salience
 What do Codes do?

1. Maintain Salience
2. Shorten the last 2 feet
 What do Codes do?

1. Maintain Salience
2. Shorten the last 2 feet
3. Advertising Linkage
 What do Codes do?

1. Maintain Salience
2. Shorten the last 2 feet
3. Advertising Linkage
 What do Codes do?

1. Maintain Salience
2. Shorten the last 2 feet
3. Advertising Linkage
4. Bolster Brand Image
 What do Codes do?

1. Maintain Salience
2. Shorten the last 2 feet
3. Advertising Linkage
4. Bolster Brand Image
5. Brand Revitalisation
 What Do Codes Do?

1. Maintain Salience
2. Shorten the last 2 feet
3. Advertising Linkage
4. Bolster Brand Image
5. Brand Revitalisation
6. Bridge the Long & Short
Agency Marriage
 Does (agency) marriage work?

0.6
award score

0.41 0.40
0.4 0.37
0.28

0.2

0 n=5,645
1 2 3 4+
# of partner agencies
 Strategic Effectiveness in 2020
SPEND TIME ON DIAGNOSIS FIRST
TWO OR THREE SMART OBJECTIVES
LONG & SHORT
MASS & TARGETED
AIM FOR DIFFERENTIATION VIA POSITIONING
AIM EVEN MORE FOR DISTINCTIVENESS VIA CODES
AMAZING CREATIVITY
THREE LEAD AGENCIES, INTEGRATED BY THE CLIENT