2. Michael Bolton - Credentials
• 16 years of Brand Marketing experience B2C, B2B
• Brand Management for
• Sarova Hotels, BSM, BSM Rider Training, McAfee
Direct ww
• Leading creative visual design, implementation, tone,
execution and ongoing management
• Localisation
3.
4. Executive Brand Equity Conclusions
Murphy Cobb Equity ruminations
(Small town feel with a big city reach)
Insight
My Agency is no longer my “go to” expert on advertising production best practices
Brand Character - Masterfully Maverick. Diligent yet daring
Masterful – Expert; showing leadership
Maverick – Independent thinker; non-conformist; opportunistic
Diligent – persistent; hard working
Daring – Brave and adventurous; unconventional, different, innovative
Key Building Blocks
Keeping Clients in the forefront of production innovation and best practices
Driving value for our Clients across the broad media landscape (not just TV)
Tailored and innovative solutions born of broad and in-depth industry experience
Small company feel with a big company reach. Offering a broad footprint in terms of both
industry experience and geographic spread
We populate our offices with only those with a demonstrated and consistent level of industry
experience at the highest level and a confidence to make it happen
5. Who are we?
• MurphyCobb has successfully grown to a multi-
region cross discipline approach company
• MurphyCobb has more scale than many competitors
• MurphyCobb has a reputation for delivering results
to the satisfaction of clients and agencies
• Jeff Cobb has left the business
• Wants MurphyCobb to be less focussed on a
particular person
• Build on the international reputation / equity
achieved so far but expand the horizons past the
partnership and “Pat & Jeff”
6. Who are we?
• We are MCA
• Reflecting the heritage and principals of
MurphyCobb
• Broadening the perception of the company from a
partnership
• MurphyCobb and Associates is already often referred
to as MCA by clients and agencies so the jump from
old to new is an easier transition
7. How do we look?
• A new name requires a new logo / A new corporate “identity”
• Encompassing the brand equity conclusions
• Considering cost implications for usage and implementation
• We ran a competition on logomyway.com offering $600 prize
money for the winning entry
• The site has over 14,000 registered designers who can submit
entries for each competition
• It allows us to quickly and efficiently get many designers to
interpret the brief and show us their design
• It allowed us to indicate the ones we liked and rank entries to
assist designers
8. The Brief
Top Three Things to Communicate Through Our Logo Design:
• #1 • Be able to utilise the identity to define the divisions of MCA, MCAlondon, MCAnewyork,
MCAhongkong, to be able to adapt the logo for the region
• #2 • We check and approve things so of communication of a sense of validation, confidence and approval
• #3 • Uphold the values of being Masterfully Maverick. Diligent yet daring.
Our Target Audience:
• Global and National blue chip companies.
• CEO's, CMO's, CFO's
• Advertising and creative agencies
• TV, Radio, Print Industries, Professional bodies and associations.
• Thought leaders in the advertising and creative industries.
• We want a logo where the initials MCA are bold and the clear centre of focus
• We feel that green or colour represents validation and approval would be appropriate as main colour,
although we are open to suggestions
• Not sure if colours should be vibrant to reflect personality of company or be muted and sober keen to see
submissions in both routes
• We would like a graphic or image to reflect approval or validation
• Font should be bold, clear, modern, clean and legible across all uses, Do not wish to have a very complex
script typeface but would consider a design with an innovative or clearly legible “signature”, style font
• Open to creative case use. So London could be used with or without a capital c - ditto the main company
characters
• Like a lot of the work in the” We never Spam “ content with a checkmark or “seal” we are very keen that
the logo reflects an affirmation of checking and approval, although we are a professional consultancy and
we need to communicate as such.
13. The Brand Hierarchy
The Brand
On generic material such as the ppt the Brand is MCA
On the final slide MCA – Office can be used with contact details
The Regions
Only used on website to delineate the regions we work in to align against our
global customer regions
The Offices
Used for Stationary, PO’s, Quotes, Invoices, Business Cards, Signage, Email
sign off
14. So New Logo – How do we look?
• A new logo is only the start
• We took the design to Creative agency:
Creative Jar to build a new website and
corporate identity
• We produced a detailed brief for the identity
and site and carried our several discovery
sessions
15. So New Logo – How do we look?
• From the website designs a new “identity”
emerged which was measured against the
equity results and brief
• Everyone has a view on design – colours, font,
images etc – It is impossible to achieve
consensus due to personal taste
• The challenge is answer the question
“Does it meet the brief”
18. The New MCA Identity
Michael Bolton
Senior Digital Consultant
Presented by Contact
Michael Bolton t. +44 (0) 203 214 4004 e. michael.bolton@mciint.com
19. The ppt design
• Combination of black and white background slides
• Used to highlight specific subject areas
• Interstitials from each business area
• Use of two fonts
Arial for large area of text
Arvo for illustration / Headings / summary slides
• Use of Gray and Green palette to maintain
consistency
• Design consistent with website design
• Flexibility to make presentation unique
Presented by Contact
20. Here's how our slide interstitials look
Presented by Contact
28. Our Values
• “Our philosophy is to develop long-term partnerships
based on trust.
• So expect us to be open with you. Expect us to add
value through our experience and expect us to put
considerable energy into understanding your business.
• It is important to us that you think we excel at
everything we do, so expect us to ask you.
• At MCA we recognise the importance of success and
we aim to make a difference at every stage of the
process.”
Presented by Contact
Pat Murphy t. +44 203 214 4004 e. pat.murphy@mcaint.com
29. Our Operating Model
• Our In-Country Teams are highly
In-Country Expertise experienced practitioners who
understand the local issues
Local Local Knowledge of thoroughly
Benchmarks Market Options • However, they are also supported
by our Global Support Team that
allows them to access superior
Legal/Compliance Industry Respect and knowledge and resources globally
Expertise Understanding • Our teams draw on global best
practice process to help improve
local processes, while they can
Supports also utilize our strong analytical
resources to speed up analysis
and reporting
Global Support Team
Global Best Practice
Benchmarks Process
Assessment Analytical
Frameworks Resources
Presented by Contact
Pat Murphy t. +44 203 214 4004 e. pat.murphy@mcaint.com
30. Cost Management
For MCA, cost management starts at
budgeting and ends at reconciliation
BUDGETING
Business Case
Requirement
BRIEFING
Budgeting
Brief Agency(s)
Pre flight check
Proposition
CREATIVE
Bid / Neg. / Award
Development
PRODUCTION
Research
Pre Prod / Usage
Reconciliation
Shoot / Post
The MCA Model ensures engagement from
budgeting to reconciliation. Value can be derived from
our involvement as early in the process as possible
The traditional cost consultant has engagement
only at creative bid stage
TraditionalCost Consultant
Presented by Contact
Pat Murphy t. +44 203 214 4004 e. pat.murphy@mcaint.com
31. Our Coverage
London Shanghai
Dusseldorf
Toronto
New
York Madrid
Abu Dhabi
Sydney
Montevideo
• Global footprint
• Strong teamwork across all markets
• Local intelligence with global view of production
Presented by Contact
Pat Murphy t. +44 203 214 4004 e. pat.murphy@mcaint.com
32. Summary
• We have a highly experienced international consulting team
• We can deliver value across all marketing production
channels
• We understand the creative development process
• We understand and are knowledgeable about
integrated activity
• We are very sensitive about the work
• We will continually challenge the status quo,
understand current market technologies and benchmarks, in
the pursuit of value for the business
Presented by Contact
Pat Murphy t. +44 203 214 4004 e. pat.murphy@mcaint.com
33. MCA have been our international production consultants
since 2006. We assigned them our Canadian business in
2009.
Michael is about delivering value without compromising
quality, especially important on our premium brands.
His combination of high level agency and production
background allows him to easily engage and manage our
business in all of its aspects which has also enabled him to
build good, collaborative relationships with the local
marketing, agency, procurement teams as well as the
production suppliers. His expertise, and knowledge of all
forms of the production process allows him to have the
respect from all these stakeholders, and we believe that
without this gravitas, it wouldn’t allow us to deliver the
critical financial value we demand across the business in
Canada.
Brett Colbert
Global Manager of Procurement,
Advertising and Market Research
AB-Inbev
Presented by Contact
Pat Murphy t. +44 203 214 4004 e. pat.murphy@mcaint.com
34. MCA have worked with us to completely reshape
our production business. They have decoupled
production so we can access directorial talent in
the most cost effective way that makes business
sense for our organisation and Brands.
They have been challenging in their ideas, and
have been prepared to take on old fashioned
thinking and turn it upside down. We are in early
stages but expect to deliver dramatic efficiency, so
we are well placed to maximise our production
investment.
The MCA team are highly professional,
knowledgeable, and valued partners of our
business.
Christophe Gayraud
NPS Purchasing – Northern Europe
Reckitt Benckiser
Presented by Contact
Pat Murphy t. +44 203 214 4004 e. pat.murphy@mcaint.com
