1. Babelfish
planning for efficiency
1 © aquarium Marketing & Communications 2008
© Babelfish Marketing & Communications 2009 Babelfish

2. As IMC evolves, it includes more complex disciplines
Driving efficiencies = Increasing integrated process complexity --
Entry Aggressive Leadership
Vision Vision
Market Segmentation
(Message Definition)
What To Say?
Consumer Segmentation Consumer Segmentation
Business / Marketing Strategy Business / Marketing Strategy Business / Marketing Strategy
Communication Strategy / Message Communication Strategy / Message
Communication Strategy
Segmentation Segmentation
Engagement Platform and Mechanic Engagement Platform and Mechanic Engagement Platform and Mechanic
(Content Construction)
Ideation Ideation Ideation
How To Say?
Content Form and Length Strategy Content Form and Length Strategy
Content Interface Needs
Where, When & How
Channel Determination Channel Determination Channel Determination
(Content Distribution)
much To Say?
Activity Mix Formulation Activity Mix Formulation
Establish Measurement Structure Establish Measurement Structure
2 © Babelfish Marketing & Communications 2009 Babelfish

3. .....as more disciplines get involved, the lines between disciplines
disappear (particularly in strategic planning)
Traditional segmented
IMC Process
marketing suppliers
Vision Branding company
Market Segmentation Market Research, Consulting
(Message Definition)
What To Say?
Consumer Segmentation Creative agency, Market Research
Business / Marketing Strategy Agency, Consultancies
In the era of
Communication Strategy /
mass communication
Agency, market Research
Message Segmentation
(with standardised
Engagement Platform and
Mechanic Ideation
Creative agency
content forms and
(Content Construction)
How To Say?
Content Form and Length Strategy Creative agency distribution channels),
Content Interface Needs Creative agency, Digital agency it was easier for the
ad agency to
Where & When To Say?
Channel Determination Media department,
manage / dominate
(Content Distribution)
Activity Mix Formulation Media department
the whole process
Establish Measurement Structure Media department, Consultancies
3 © Babelfish Marketing & Communications 2009 Babelfish

4. Challenges facing traditional advertising agencies
• Each agency just focussing on it’s vertical discipline (e.g. ad agency
- just mass communications)
• Clients have a problem
– Increased number of suppliers
– Don’t have staff / structure to manage increased demands (reductions / juniorisation)
– Suppliers fighting each other for space / revenues
– Duplication of work / unclear scope for each supplier
• Agency of record / lead brand agency has lost strategic ground /
credibility to lead integrated strategy
– Fragmentation of / diverging discipline thinking – retarding integration
– Defensive, not collaborative posture (hanging onto profitable model)
– Undermanned planning department (particularly for segmented planning)
– Creative drives process (doesn’t allow time for integrating other disciplines)
– Core idea developed at same time as mass execution (needs to be separated and
anticipated to allow integration with other disciplines)
4 © Babelfish Marketing & Communications 2009 Babelfish

5. Traditional ad agencies have been slow to adapt and enter into
the ‘Upstream’ strategic planning / cross discipline territory
IMC Process Client
Vision
The battle for Horizontal Strategic Space
Market Segmentation (Business & Comms Strategy, Metrics)
(Message Definition)
What To Say?
Digital agency
Client in house
Media agency
Consultancies
Consumer Segmentation
AD agency
Planning
Resaerch
Business / Marketing Strategy
Communication Strategy /
Message Segmentation
Engagement Platform and
Mechanic Ideation
(Content Construction)
The battle for Discipline Planning
How To Say?
Content Form and Length Strategy
Digital Adv. agency
Promotions agency
Trade Mkt agency
Database agency
Social Marketing
Content Interface Needs
Website agency
Events agency
Design agency
Media agency
POS agency
DM agency
AD agency
PR agency
Where & When To Say?
Channel Determination
(Content Distribution)
Activity Mix Formulation
Establish Measurement Structure
5 © Babelfish Marketing & Communications 2009 Babelfish

6. As a result, strategic planning functions have started to segment,
but traditional agencies have stood still
IMC Process 1.Business strategy
• Portfolio strategy
Vision • Segment strategy
Market Segmentation 2.Message strategy
(Message Definition)
What To Say?
Consumer Segmentation
3. Connection strategy
Business / Marketing Strategy • Channel strategy
Communication Strategy /
• Context strategy
Message Segmentation
Engagement Platform and 4. Content strategy
Mechanic Ideation Project manager interface
6.
(Content Construction)
How To Say?
Cross discipline producers 5.Metrics strategy
Content Form and Length Strategy
Content Interface Needs 6.Integrated organisational
The battle for Discipline Planning
strategy
Digital Adv. agency
Promotions agency
Where & When To Say?
Channel Determination
Trade Mkt agency
Database agency
Social Marketing
Website agency
(Content Distribution)
Events agency
Design agency
Media agency
7. Discipline specific
POS agency
DM agency
AD agency
PR agency
Activity Mix Formulation
execution strategy
Establish Measurement Structure
6 © Babelfish Marketing & Communications 2009 Babelfish

7. Traditional Advertising agencies only doing part of the strategic
communications planning role
IMC Process 1.Business strategy
• Portfolio strategy
Vision • Segment strategy
Market Segmentation
2.Message strategy
(Message Definition)
What To Say?
Consumer Segmentation
3. Connection strategy Only to produce
Business / Marketing Strategy
• Channel strategy mass
Communication Strategy / • Context strategy communication
Message Segmentation
Engagement Platform and
Mechanic Ideation
4. Content strategy
(Content Construction)
How To Say?
Content Form and Length Strategy 5.Metrics strategy
Content Interface Needs
6.Integrated organisational
strategy
Where & When To Say?
Channel Determination
(Content Distribution)
Activity Mix Formulation
7. Discipline specific
Establish Measurement Structure execution strategy
7 © Babelfish Marketing & Communications 2009 Babelfish

8. New Entrants / models filling the service gaps.
Aquarium focussing on Connection, Metrics and Integration
Other Examples
IMC Process 1.Business strategy
• Portfolio strategy
Vision • Segment strategy
Market Segmentation
2.Message strategy
(Message Definition)
What To Say?
Consumer Segmentation
3. Connection strategy
Business / Marketing Strategy
• Channel strategy
Communication Strategy / • Context strategy
Message Segmentation
Engagement Platform and
Mechanic Ideation
4. Content strategy
(Content Construction)
How To Say?
Content Form and Length Strategy 5.Metrics strategy
Content Interface Needs
6.Integrated organisational
strategy
Where & When To Say?
Channel Determination
(Content Distribution)
Activity Mix Formulation
7. Discipline specific
Establish Measurement Structure execution strategy
8 © Babelfish Marketing & Communications 2009 Babelfish

9. Aquarium helps clients by attacking the four critical areas that
drive marketing efficiencies and effectiveness
Integrated Marketing Objectives and
Communications (IMC) Metrics
Core idea KPI’s (business goals cascading
Briefs down to executional)
Across channels
Content planning Strategic & Executional
Strategy Metrics & Tools
Tactics Test & learn programs
Accountability gateways
Path to Purchase
(Awareness, Consideration, Organizational infrastructure
Intent) Budget availability
Consumer Segmentation Supplier mix / preparedness / remuneration
Database management Culture
Trends & Counter trends Stakeholder / system expectations
Projections Innovation management
Brand , Customer & Marketing System
Consumer Knowledge Capabilities
9 © Babelfish Marketing & Communications 2009 Babelfish

10. Strategies within Integrated Marketing
Awareness Conversation Transaction
Strategic function Build awareness Build afinity Commerce
Fragmented mass Influence brand Reduce lead generation
Reason to use
audiences conversations costs
Awareness /
Level of demand Consideration / Intent Intent / Purchase
Consideration
Segmented groups /
Targetting Collective / mass Molecular / individual
cluster
Innovation / Relevant Relevant Language /
Branding focus Relevant Content / Tools
Tone Tools
2 way conversation
One way conversation Two way conversation
Interaction mode (brand / consumer or
(brand to consumer) (brand / consumer)
consumer / consumer)
Understand, map / Segmented incentives /
Interaction form Branded or Promotional
anticipate brand related messaging to drive to
message
contexts & topics purchase
10 © Babelfish Marketing & Communications 2009 Babelfish

11. Relative sophistication
Awareness Conversation Transaction
Entry/ Conservative
Conservative / Moderate Entry/ Conservative Entry/ Conservative
Moderate Conservative / Moderate
Moderate / Aggressive Moderate Conservative / Moderate
Aggressive / Leadership Moderate / Aggressive Moderate
Moderate / Aggressive
Aggressive / Leadership
Aggressive / Leadership
11 © Babelfish Marketing & Communications 2009 Babelfish

12. Integrated marketing done right?
WOM
Transalation casting Trailer
Film Marketing: Excellent Casting competitions Posters
example of IMC
Promotions Merchandising
1. Each Film is a business in
itself PR Film
2. The stakeholder are the
business owners
3. Core idea focus (Start from Wallpapers TV ads
the centre out)
M
4. Process leader / director
Ringtones
o Print ads
5. Consistent branding across
all touch / brand experience
vi
points Soundtracks e Star tours
6. Clearly aligned process
(across multiple specialist
suppliers) Winks Directors cuts
7. Content planning (clear /
efficient development plan Blogs Samples
before channel selection)
User generated Digital
8. Balance of short term and
long term brand needs Commentaries Games
12 © Babelfish Marketing & Communications 2009
Making of Babelfish

13. Content Architecture / Planning production for efficiency
# Days to produce
-180 -160 -140 -120 -100 -80 -60 -40 -20 0
Press
Press
Em ail
Email
I nternetbannr
e Internet banner
Radio Radio
Ric hm ediabanner Rich media banner
Magazine Magazine
OOH OOH
I nternetm ic ros e
it Internet microsite
TVSim ple TV Simple
TVCom plex TV Complex
Com plex websit e Complex website
Prom otion Promotion
Event Event
Content Delivery Lead Time Low End Quality High End Quality
13 © Babelfish Marketing & Communications 2009 Babelfish

14. Idea centric content development process
Editors
Radio Portals
networks
TV Text DJ
Networks Data Images
Comparison
Imagination Games Áudio 1 to 1 /
Engagement
Distribution
Passions
Delivery
Database
Content
Content
 Insight
mechanic
interface
network
Facts
device
forms
Customer
Links Story
Software
Truths Idea
P2P
Fantasy Challenges seeding
Media Player Live Virtual Interaction eMail
Transaction
Widgets Vídeo Animation Blogs
Custom Short Messages
Applications Instant Browser Micro Blogs
Internet Messenger
14 © Babelfish Marketing & Communications 2009 Babelfish

15. Identifying knowledge needs and contextualising info
Família quando Mulher Octopus CareerBuilder Estranho no Ninho FriendFreak Gameaholic
Dá
Ricardo, 42 Glória, 37 Pedro, 29 Eduardo, 23 Carol, 19 Junior, 16
Advogado Psicóloga Economista Trainee Universitária Estudante
Content form Traditional Traditional Varied Sophisticated Relevant Disrupted
Disrupted Saavy Demanding
Content Relevance Relevance Variety Relevance Aggregate users Connection to
provider On demand On demand Up to date On Demand enthiusiasts
Content Proven Ease of use Empowering Intuitive User friendly Flexibility
interface Multiple platforms Unforgiving Tollerant (follow crowd) Objective Prático
Tolerant Exploration
Tolerante
Content delivery Functional Functional Lead the crowd Integration Fashion / Desirable Performance
device Reliable Traditional Fashion statement Functional
Integration Fashion Integrated functions
Benefits they Quick, reliable Save time Social expression Information about shows, Information for work Quick, reliable
are looking for information Advance career travel, etc Connect with people information
Social connection Experiences Information fo advance Build friendships Social expression
Advance career Enjoy life career Trends Advance career
Tangible benefits Integration of fiunctions Know about places to travel Tangible benefits
15 © Babelfish Marketing & Communications 2009 Babelfish

16. Good example of personas at work
Lost: Excellent example of
target segmentation,
message segmentation
and segmented
connection planning
1. Core idea focus
2. Process leader / director
3. Global appeal – critical mass for
high quality production
4. Consistent branding across all
touch / brand experience points
5. Content planning (clear / efficient
development plan before channel
selection)
6. Tailored content forms and
delivery channels for each
persona
16 © Babelfish Marketing & Communications 2009 Babelfish

17. Building measurement capabilities
OBJECTIVES
• Derive economic value
• Identify optimal spending allocations
Advanced across media options
• Simulation/Optimization models
Relative Sophistication
Analyses
Impact of media variables on various
response levers (perception changes,
Econometric Models clicks etc.)
Determine the incremental impact
Fractional Experimental of media options, e.g. TV heavy up,
airport OOH, etc.
Design
Consistent measurement
Integrated Marketing Dashboard across disciplines
Content & Context effectiveness
Behavioural segmentation
Brand Experience Metrics
Contact efficiency
Execution Metrics Demo. segmentation
17 © Babelfish Marketing & Communications 2009 Babelfish

18. Accountability Framework
Strategic Impact
Low
High
High
Sophistication
Optimization
Modeling
Level 4
Measurement &
Testing Level 3
Infrastructure & Data
Management Level 2
Low
Level 1
► Data Marts ► Measurement ► CRM Modeling: Response, ► Marketing mix :
► OLAP Cubes ► Dashboards
cross sell, up sell ► Cross media ROI
► Segmentation
► Merge/purge ► Testing: Experimental ► Cross media planning
► Data hygiene Design ► Customersatisfaction ► Simulation
► Single campaign ROI analytics
18 © Babelfish Marketing & Communications 2009 Babelfish

19. Focus and Priorities
Level 4
Level 3
Optimization
Level 2 Modeling
Measurement & ►Marketing mix :
Level 1
Testing ►CRM Modeling: Response, ►Cross media ROI
Infrastructure & Data cross sell, up sell
Management ►Measurement ►Cross media planning
►Segmentation
►Dashboards ►Simulation
►Data Marts ►Customer satisfaction
►Testing: Experimental
analytics
►OLAP Cubes Design
►Merge/purge ►Single campaign ROI
“Holy grail” work …
►Data hygiene
true ROI, cause and
The heart of CRM: All
Fundamental to MRM effect
about customers,
and UM, relevant to segments, predictive Leverages WG channel
MRM Specialty all modeling, planning tools
Our primary focus to Key for MRM and High ground and
Not a broad focus
get started increasingly WG potential edge.
Huge client interest
Dell, GM, MS e.g. MS, Intel, Army Up to now mostly Select projects
MRM clients
19 © Babelfish Marketing & Communications 2009 Babelfish

20. New people involved: Who’s the best to do what?
LEAD
STRATEGY CREATIVE VISUAL DESIGN EXPERIENCE DESIGN OPERATIONS TECHNOLOGY TEAM
DIRECTOR DIRECTOR DIRECTOR DIRECTOR DIRECTOR
SR BUSINESS SR CLIENT SEM DIGITAL SR SR PRODUCTION SR 3D MOTION INFO INTERACTION PROJECT DATABASE
ANALYST SERVICES SEO MEDIA COPYWRITER ART DIR MGR DESIGNER DESIGNER DESIGNER ARCHITECT DESIGNER MANAGER MANAGER
JR JR JR INT JR ASST QA PROJECT DATABASE BACKEND
BUSINESS CLIENT COPY ART DIR DESIGNER ASST ASST PROGRAMMER
WRITER
ANALYST SERVICES
ASST ASST PRESENTATION ART JR ASST
DESIGNER ASST
ART DIR
20 © Babelfish Marketing & Communications 2009 Babelfish

21. www.aquariumsp.com
rua gomes de carvalho 1.266 – cj 52, vila olímpia – são paulo, brasil
21 © Babelfish Marketing & Communications 2009 Babelfish