2. How to make great ads
Better creative Effective use of media
3. one size fits many?
adver tising beyond bor der s
Soumya Saklani,
Managing Director, Millward Brown Sub-Saharan Africa
94/2, 2nd Ridge Link, North Ridge,
Accra, Ghana
soumya.saklani@millwardbrown.com
+233 262 952 707
4. Today….
1. INGREDIENTS OF SUCCESSFUL ADVERTISING IN AFRICA…
2. WHAT WO RKS PART ICULARLY IN G HANA & NIG ERIA…
4
5. 5
W E A R E
THE WORLD’S
LEADING
EXPERT
helping clients
GROW
great brands
IN
7. -60%
-40%
-20%
0%
20%
40%
60%
Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12
Millward Brown Top 20* Clients vs. S&P 500
(Jan 2005 - July 2012)
MB Top 20* SP500
Our clients exceed market returns to shareholders
Source: Bloomberg, Millward Brown, MB Optimor analysis * Portfolio is re-weighted annually based on top 20 client each year
+29%
8. 8
The world’s leading copy -testing & creative development solution
111,073 TV ads since 1989
6,000 + multi country campaigns
2,531 in Africa, 37 in Ghana,
180 in Nigeria
LINKTM
9. one size fits many?
AD TRANSFERENCE AND AFRICA
BEYO ND CULT URAL DIF F ERENCES
9
11. the reality of a diverse world...
North America
Latin America
Asia
Western Europe
Eastern Europe and Russia
51%
48%
40%
56%
58%
43%
Africa and Middle East
11
Transference WITHIN geographies
Global Avg 52%
12. among emerging markets, africa is quite different
when it comes to advertising…
12
relevant everyday situations
emotional messaging
celebrities
prominent music
visual humour
41 49 40
31 35 20
11 09 24
36 25 24
30 20 24
% of ads…
13. so what can work in africa…?
13
emotional connect
family, community
sunlight ‘bubbles’
14. so what can work in africa…?
14
happy optimism
important to show positive images
Fanta ‘bannister’
emotional connect
a sense of fun, of drama
coca-cola ‘crazy for good’
15. so what can work in africa…?
15
simplicity in messaging
firm focus on brand benefit
panadol ‘invisible man’
omo ‘soccer girl’
happy optimism
emotional connect
a sense of fun, of drama
17. there are clear cultural differences within africa
17
ghana nigeria
east
africa
80 80 64
15 30 27
40 60 41
65 55 52
PDI
hierarchy
IDV
individuality
MAS
masculinity/Aggression
UAI Uncertainty
avoidance
authority
community
harmony
structure
power
individuality
assertion
less hierarchical
harmony
comfort in ambiguity
18. ghana: what works?
18
geisha ‘bath time’
the importance of family connection and bonding (and
how we bring it to life!)
pepsodent ‘father-son’
21. nigeria: pride in recognised success, vibrancy
21
strong sense of pride
aspirational imagery, a desire for
acknowledged success
vibrancy matters (local music,
colour)
mtn ‘nigeria’
Pepsi ‘whizkid’
Etisalat ‘solo’
22. why is it so difficult to
use the same
advertising execution
across countries?
clearly, there is more divergence than convergence in the
world when it comes to advertising
22
23. four key factors affect advertising transference
stage of category development
brand stature and meaning
media exposure and advertising diet
main contributors in
70%
of cases where an ad
fails to travel
cultural factors
23
24. a simple travel checklist for advertising
• stage of category development
o are the category offerings similar?
o does the message differentiate you from competitors?
• brand stature and meaning
o is your brand in a similar life stage?
o does your brand have the same positioning?
• advertising and media environment
o are there differences in media context? (e.g. ad length)
o is the advertising context similar?
• cultural response to advertising
o does the consumer insight hold true across these markets?
o do these markets fall into the same advertising clusters?
mkt 1 mkt 2 mkt 3
24
25. 25
The world’s leading copy -testing & creative development solution
111,073 TV ads since 1989
6,000 + multi country campaigns
2,531 in Africa, 37 in Ghana,
180 in Nigeria
LINKTM
26. Creative is King…Copy Quality is Key Influence on
ad’s ROI…
27
Top Ten Factors affecting advertising profitability in the
short term and their likely impact upon profit
Paul Dyson and Karl Weaver, Data2Decsions
Admap 2006
Creative effectiveness is the
variable most affecting the
advertising contribution to brand
profit after market size…
…investing in copy-testing
provides a huge return because it
helps maximize the creative power
of the advertising
27. And creative gut is not enough…
28
The most important word in the vocabulary of
advertising is TEST. If you pre-test your
product with consumers and pre-test your
advertising, you will do well in the market-
place.
“
David Ogilvy, 1963
“
28. With pre-testing, earlier is better…
29
ASSOCIATED INVESTMENT RISK
Degree of development
CostHigh
Low
Testing before airing minimises risk
and helps optimise your ad!
29. LinkTM has a solution for every stage in process…
30
Agency
Briefing
Creative
Brief
Presenting the
Idea
Signing off the
production
budget
Creative Strategy
Creative Expression
Creative Execution
Brand Strategy
Link
Link 360™
StoryboardSelect™
IdeaSelect™
StrategyConnect™
StrategySelect™
IdeaConnect™
StoryboardConnect™
Connect Select
LinkSelect™
30. 31
A real life example….
A creative idea born in Africa
& ‘transferred’ successfully to the world….
31. A real life example from work done in Ghana/WA…
32
1
2
3
32. Findings indicated ‘Library’ to be the best route… &
also how to improve/optimize further…
33
Branded Memorability
• Enjoyment
• Involvement
• Branding
Communication
• Story/Comprehension
• Message delivery
• Creative Magnifier
Response
• Relevance
• Appeal
• Credibility/RTB
• Uniqueness
‘Cavemen’ ‘Shoes’ ‘Library’
34. ..Idea was exported successfully to Asia…
35
4,739 likes….far more
than any other
Nescafé ad on FB page
in Pakistan…
Nescafe Library Pakistan
35. So what questions can LinkTM help answer…?
36 36
Which scenes
would be essential
to creating the
most powerful
cut down?
Will the ad cut
through?
What can we learn
from this test which
helps future creative
development?What is the adverts
media efficiency going
to be in-market?
What will the ad
Communicate ?
Will it sell more?
36. LinkTM makes advertising budgets work harder…
37
The rich diagnostics from
Link help identify
opportunities to improve
the advertising
*As measured by the ‘Awareness Index’, a metric
proven to have a strong relationship with sales effectiveness
Based on analysis of 70 ads that were researched at two stages
37. Clients using Link regularly achieve stronger sales…
39
Link clients have a 20%
higher short-term sales
likelihood than those
who do not benefit from
the learnings from Link
38. Since the inception of the awards in 1993, Millward Brown has been the research
partner behind more award-winning campaigns than any other research company:
Walkers
‘Sandwich’
Dove
“Soap Scum”
Bronze Effie 2010
U.S. Postal Service
“A Simpler Way to Ship”
Silver Effie 2010
Coca-Cola
“Happiness Machine”
Gold Ogilvy 2012
Kit Kat
“Break time. Anytime”
Silver Ogilvy 2012
Domino’s
“Oh Yes We Did”
Grand Ogilvy 2011
Reese’s
“Perfect”
Silver Ogilvy 2013
Powerade
“Powerade Believe”
Gold Ogilvy 2013
Red Lobster
“Sea Food Differently”
Gold Ogilvy 2013
Orbitz
“Take Vacation Back”
Gold Ogilvy 2013
U.S. Postal Service
“A Simpler Way to Ship”
Grand Ogilvy 2010
Hefty Odor Block
“Revolutionary Technology”
Gold Ogilvy 2010
Dove
“Soap Scum”
Silver Ogilvy 2010
Kellogg’s Special K
“What Will You Gain When You Lose”
Gold Effie 2012
Schick Hydro
“A Blast of Hydration”
Bronze Effie 2012
Homeaway.com
“The Return of the Griswolds”
Gold Effie 2011
Millward Brown has been the research partner behind more than a third of award-winning
campaigns in recent years:
Guinness
‘Noitulove’
Lynx
‘Metamorphosis’
Peugeot
‘Sculptor’
Peugeot
‘Sculptor’
Indesit
‘Aqualtis’
Dick’s Sporting Goods
“Serving the True Athlete”
Bronze Effie 2013
Jim Beam
“Devil’s Cut Global Campaign”
Bronze Effie 2013
Corona Extra
“Finding Our Beach”
Gold Effie 2013
Corona Light
“A Refreshing Change of Beer”
Bronze Effie 2013
Kellogg’s
“The Start”
Bronze Effie 2013
Heineken
“Legendary Journey”
Cadbury Dairy Milk
“Gorilla”
Link™ enables creativity rather than suppressing it
39. Comments from some of our clients
“I'm impressed. I can now see you are very well equipped to measure what we need to measure”
- David Wheldon, Vodafone's Global Director of Brand and Customer Experience
“Over recent years Millward Brown has become a global currency in quantitative pre-testing.
Our big international clients, like Unilever and Diageo, value its simplicity, comprehensibility and
consistency.
I have always been impressed by the willingness of Millward Brown's executives to tailor their models
to a particular advertising brief and to explore new ways of measuring communication potential.”
- Jim Carroll, Chairman BBH UK
40. Comments from our clients
“We started our journey with Millward Brown 2 years ago, when we started Link testing. The team has
hand held us through the entire process and today we are in a position where we can actually say that
I think our consumers understand our communication better and we are talking to our consumers in a
much more relevant way, thanks to all the Link testing we’ve done
There is a real partnership that has happened here and I think we feel some very strong bonds with the
team in Millward Brown.”
- Comal Hate Malik, Head Consumer & Marketing Insight L’Oreal (2013)
“We have been working with MB from more than 4 Years, and we are exclusive users of Link™ and we
firmly believe in Quantitative assessment of our ads before we invest in them. Link has helped us make
impact and useful corrections in our advertisements resulting in improvements in branding and
persuasion.”
- Sundip Shah, Marketing Head Heinz India (2013)
41. one size fits many?
adver tising beyond bor der s
Soumya Saklani,
Managing Director, Millward Brown Sub-Saharan Africa
94/2, 2nd Ridge Link, North Ridge,
Accra, Ghana
soumya.saklani@millwardbrown.com
+233 262 952 707
