The New McCann Media课件.ppt

The NEW McCann Media;What’s New ?;What’s New ?;Ira Carlin- WW MD Allan Medforth- AP MD;Marston Allen Media Director;18;Strategic Planning Buying Benefits;Our Clients in China;Media Services: China Rank;Est. 1999 Client Spend by Media;Power In The MarketplaceAmong International Agencies;Leadership, Initiative, Creativity;Leadership, Initiative, Creativity;Relevant Experience;The Future of Media… NOW;The key problem is that industry media measurement has not kept up;McCann invested heavily into media tools and resources to supplement industry data; ;McCann’s Media Philosophy;Brilliant Execution ;“In The Zone”;OPTIMIZE INVESTMENT;The McCann Media Process;The McCann Media Process;Industry Information Insights;McCann Media Information Brief;1. Information 2. Insight3. Ideas4. Imperatives 5. Interrogation6.Implementation 7. Inspect;Greater definition of the Target Audience;1. Information 2. Insight3. Ideas4. Imperatives 5. Interrogation6.Implementation 7. Inspect;A McCann interactive program to maintain consumer dialogue Provides ongoing knowledge, understanding and insight about New values, ideas and trends An ability to talk more accurately in the language of the consumer Consumer perspective on client issues Context for new media ideas Groups conducted monthly in China in BJ, SH, GZ and centrally facilitated throughout China offices and worldwide thru GZ office; - “Identity Builders” - The sixteen year old in all its variations - “Family Builders” - The mum with kids at home - “Career Builders” - The apprentice executive white collar worker in their first ten year on the career treadmill - “New Life Builders” - The 50-65 year old facing mid-life change, facing retirement, looking for something else.;Pulse: Three Components;In UseGlobally;Increase kids consumption of X during schoolday;The Insights;Conclusion;Benefits/Cost Control/Results;Cognito? ;Cognito ? ;Why is Cognito? so valuable?;