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Rosebud Agency Credentials

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Rosebud agency credentials

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Rosebud Agency Credentials

  1. 1.
  2. 2. WARNING: this presentation IS NOT designed just for see it, but to share with you thoughts and comments (TO STABLISH A DIALOGUE) about your business and your brand and, meanwhile, you could know us a little better…<br />© Rosebud 2008<br />
  3. 3. Rosebud borns with a CLEAR AND UNIQUE CONVICTION: the current context where your products / services are moving HAS RADICALLY CHANGED and YOUR BRAND must be considered as the CENTER of the communication strategy with your consumers. <br />© Rosebud 2008<br />
  4. 4. That’swhywechosenA CLEAR WAY: the center of ourbusiness. <br />wouldbetheATTENTION OF OUR CLIENT’S BRANDS.<br />© Rosebud 2008<br />
  5. 5.
  6. 6. BUT<br />?<br />WHAT IS<br />BRAND CARE agency<br />© Rosebud 2008<br />
  7. 7. We must start from the beginning. We were saying before that…<br />HAS CHANGED<br />the context<br />
  8. 8. thecontext<br />has changed<br />audience disintegration, media atomizationOVER-communication… HYPER-confusion<br />
  9. 9. thecontext<br />has changed<br />our old method to judge the products (comparing features and benefits)<br />DOESN’T WORK ANY MORE due to the LOW FUNCTIONAL DIFFERENTIATION that exists in YOUR MARKET<br />© Rosebud 2008<br />
  10. 10. thecontext<br />has changed<br />from the mass- production economy to the PERSONALIZATIONeconomy.<br />
  11. 11. thecontext<br />INCREASE OF NEW COMMUNICATION DISCIPLINES:<br />has changed<br />184 millions of bloggers<br />73% online active users have read a blog<br />45% have started their own blog<br />57% have participated with a online network<br />55% have uploaded pictures to Internet<br />83% have seen video clips<br />39% subscribed to a RSS source <br />© Rosebud 2008<br />Font: Universal McCann Comparative Study on Social Media Trends April 2008<br />
  12. 12. thecontext<br />has changed<br />+<br />all of this mixed with a experimented consumer, CURIOUS, SKEPTICAL AND PLAINTIFF.<br />© Rosebud 2008<br />
  13. 13. don’t forget: “your brand IS NOT what you say it is, <br />it’s what THEYsay it is.”<br />* MartyNeumeier<br />
  14. 14. this new context favours the disintegration of the brands, ERASING their ESSENCE<br />© Rosebud 2008<br />
  15. 15. in view of this situation, emerges the brand as the main allied of the companies contributing with DIFFERENCE, VALUE and CONFIDENCE to their products.<br />© Rosebud 2008<br />
  16. 16. brand care agency: the brand in the middle of the rosebud philosophy<br />Traditional agencies<br />Brand care agency<br />* OwnelaborationfromMartyNeumeier<br />
  17. 17. Ourpositioning<br />+<br />“Ad focused” (focused to the tactics, to the advertising)<br />-<br />+<br />“Brand Care” (strategy and creativity to build brands)<br />
  18. 18. the art of marketing is the art of BUILDING brands<br />If your company doesn’t create a brand, won’t offer much more than generic products in its catalog. In that case, the price is the most important thing and the companies that produce with the best price, will win.<br />With this approach, you don’t need advertising*. <br /> If you still believe in advertising for advertising, we can finish this presentation right now. <br /> As opposed, if you have begun to believe in brands, keep reading.<br />* Philip Kotler<br />© Rosebud 2008<br />
  19. 19. we have reached a deal<br />Now, we are agree about the prominence of the brand in the communication.<br />But managing brands needs a specialized team who share ideas and coordinated efforts with a teamwork.<br />To achieve this TEAM, we have designed our own agency proposal.<br />
  20. 20. A structure for brands: collaboration between experts<br />BTL<br />Rosebud<br />Avertising<br />Graphicdesign<br />Printing<br />Communication and P.R.<br />Own Services<br />Services through partners<br />Consumerresearch: insights<br />Media planning<br />Promotions<br />Planning and positioning<br />Marketresearch<br />Web pages and online communication<br />Direct and promotional marketing<br />Packaging, displays, PLV<br />Events<br />Naming<br />BrandStrategy<br />Specialevents<br />Brandidentity<br />Rosebud<br />* OwnelaborationfromMartyNeumeier<br />
  21. 21. A structureforthe agencies: “collecting” services<br />BTL<br />Advertising<br />GraphicDesign<br />Printing<br />Communication and P.R.<br />Consumerresearch: insights<br />Media Planning<br />CLIENT<br /> “alltogether” agencies<br />Planning and positioning<br />Marketresearch<br />Direct and promotional marketing<br />- The “all together” agencies, try to accumulate all the services. The brand lose the freedom of work with the best in each discipline.-<br />Events<br />Naming<br />Brandstrategy<br />SpecialEvents<br />* OwnelaborationfromMartyNeumeier<br />
  22. 22. The<br />AREAS<br />of our structure<br />© Rosebud 2008<br />
  23. 23. This area contributes with a lot of benefits to the brand building process: THE CONSUMER VOICE is translated to insights and later in a ELABORATED THINKING PLATFORM that allow us to achieve a efficient development of the brand and its creativity.<br />The consumer involvement in the brand creation process is the real ADDED VALUE of the process.<br />The account planning is the axis where we transform the service of a traditional agency that only manages advertising, towards AN AGENCY THAT FOCUS ITS ACTIVITY TOWARDS THE TOTAL BRANDING.<br />Services:<br /><ul><li> account planning and positioning.
  24. 24. Brand building and development strategies.
  25. 25. Insights – consumer research.</li></li></ul><li>The combination of a GOOD STRATEGY AND A BAD EXECUTION is like a great car without wheels. The production elements around a brand action have the same importance like the brand building and creativity.<br />For that reason, in rosebud, the client service is a key area where ALL THE BRAND COMMUNICATION PIECES TURN AROUND.<br />
  26. 26. The creativity and design play a main role in the building and creating brands process because DIFFERENCES and EXPRESS its intangibles: the EMOTION, the CONTEXT and the ESSENCE that the consumers cares.<br />Services:<br /><ul><li>Advertising.
  27. 27. BTL.
  28. 28. GraphicDesign.
  29. 29. BrandIdentity. Branding.
  30. 30. Naming.
  31. 31. Packaging, displays, PLV.</li></li></ul><li>As the Willy Wonka’s chocolate factory, rosebud is organized to boost the CREATIVITY.<br /> All the rosebud workers take part of the creativity.<br /> All of them are suscribed to a creative magazine. They choose.<br /> The creative training is obligatory.<br /> All the fridays are Thinking Fridays.<br /> Creativity as the transverse vector.<br />…but keeping in mind one premise: <br />OUR BUSINESS IS NOT THE CREATIVITY FOR CREATIVITY.<br />Is the creativity at the service of the brands.<br />© Rosebud 2008<br />
  32. 32. Ifyouwanttoknowusbetter: www.rosebud-ad.com<br />Ifyouwanttotalk: agus@rosebud-ad.com/695154774<br />