0
Want this question answered?
Be notified when an answer is posted
Add your answer:
Earn +20 pts
When was TBWA Worldwide created?
TBWA Worldwide was created in 1970.
Who is the agency of record for Absolut Vodka?
TBWA
What day does Chiat day fall on?
Chiat Day is an advertising agency located in Venice, California, 4 miles from the Pacific Ocean. Chiat Day merged with TBWA in 1995 to become the American Division of TBWA Worldwide.
What advertising agency does Apple use?
Generally they use TBWA \ Chiat \ Day in Los Angeles, CA.
Who are the top global ad agencies?
In no particular order: BBDO Worldwide DDB Worldwide TBWA Worldwide Publicis Worldwide JW Thompson Dentsu Japan
What are the top ad agencies in the Philippines together with their addresses and contact numbers?
Here are some of the top advertising firms in the country today (not the actual rankings but they are the BIG ONES) These are most likely to be multi-national companies with local partnerships established (like the TBWA, BBDO)1. Zero-In Concept & Production .com)2. McCann Worldgroup3. Ogilvy and Mather4. TBWA Santiago-Mangada-Puno5. BBDO Guerrero6. Ace Saatchi and Saatchi7. Publicis Jimenez-Basic8. Lowe9. DentsuIndio10. DM9JaymeSyFu11. Leo Burnett12. Publicis Manila13. Campaigns and Grey14. Bates 14115. Y & R Philippines16. Dentsu Philippines17. Netbooster Asia1) BBDO/Proximity2) Mccann Erickson/Black Pencil3) TBWA/Santiago & Puno4) J. Walter Thompson5) Dentsu Advertising6) DM9 Syfus7) Lowe8) Campaigns and Grey9) Adformatix10) Greatwall Advertising
Does Taco Bell still use the little dog in their advertisements?
Gidget "The Taco Bell Chihuahua" (February 7, 1994 - July 21, 2009) was a popular advertising figure and mascot, voiced by Carlos Alazraqui, and developed by TBWA and used by Taco Bell,
Who are the top 3 advertising agencies in the US?
The Leading US Agencies in 2006 by US Revenues: JWTZimmerman Partners BBDO Dailey & Associates McCann Erickson Arnold WorldwideLeo Burnett GlobalHue Ogilvy & MatherCrispin Porter & Bogusky DDB Wieden & Kennedy Y&R Advertising Campbell MithunGrey Lowe & Partners Saatchi & SaatchiTeam One (Saatchi & Saatchi USA) DraftFCBMartin Agency Publicis Fallon WorldwideTBWA Bernstein-Rein Euro RSCG Merkley & Partners Doner Kaplan Thaler Richards Group Carmichael Lynch Deutsch WestWayneCampbell-Ewald Kirshenbaum Bond Bernard Hodesmcgarrybowen GSD&M Bromley CommunicationsHill Holliday Element 79 PartnersCramer-Krasselt Barkley Mullen TM Advertising Rubin Postaer & Associates R&R Partners Goodby Silverstein Martin | WilliamsAmbrosi Dieste HarmelSource(s):http://www.entertainmentvenues.org The Leading US Agencies in 2006 by US Revenues: JWT Zimmerman PartnersBBDO Dailey & Associates McCann EricksonArnold Worldwide Leo Burnett GlobalHueOgilvy & Mather Crispin Porter & BoguskyDDB Wieden & Kennedy Y&R AdvertisingCampbell Mithun Grey Lowe & PartnersSaatchi & Saatchi Team One (Saatchi & Saatchi USA) DraftFCB Martin Agency PublicisFallon Worldwide TBWA Bernstein-Rein Euro RSCG Merkley & Partners Doner Kaplan Thaler Richards Group Carmichael LynchDeutsch WestWayne Campbell-EwaldKirshenbaum Bond Bernard Hodes mcgarrybowenGSD&M Bromley Communications Hill HollidayElement 79 Partners Cramer-Krasselt BarkleyMullen TM Advertising Rubin Postaer & Associates R&R Partners Goodby SilversteinMartin | Williams Ambrosi Dieste HarmelSource(s):http://www.entertainmentvenues.org
Briefly analyze the branding strategy adopted by cellular operators?
Q3. A Marketer asked you what type of brand you thought an organization's new product should carry. What advice would you give? Briefly analyze the branding strategy adopted by cellular operators.Answer:Branding Strategy is a plan for the systematic development of a brand to enable to meet its agreed objectives. Today's most successful companies regard brand as the driver for every process in their business. And for good reason, Corporate leaders recognize that a brand carries as much asset equity as personnel, proprietary formulations or capitalDeveloping a brand strategy can be one of the most difficult steps in the process of marketing plan. Often, it is that element that causes most businesses the biggest challenge, but it is a vital step in creating the company identity. The brand identity will be communicated repetitively, in multiple ways with frequency consistency throughout the life of the business.The following seven factors continue to rule the day for building leading brands:Organization Support•CEO leadership & support•Distinctive corporate culture that supports brand promise•Ability to obtain support from a broad spectrum of employees•Alignment of brand messages across functionsBrand Presentation•Strength of brand identity system•Effective use of visuals/imagery•Ability to capture the brand in a sloganIf the brand's team has followed the sequential steps (as per below diagram), there is a high likelihood of there being an integrated brand that is respected by all stakeholder groups. At each stage in this brand building/ strengthening process, decisions have been taken about how the brand should be molded to achieve specified objectives.BRAND VISIONORGANIZATIONAL CULTUREBRAND OBJECTIVESAUDIT BRANDSPHEREBRAND EVALUATIONBRAND ESSENCEINTERNAL IMPLEMENTATIONBRAND RESOURCINGAfter launching the new brand, or enacting changes to an existing brand, its acceptability will become apparent over time as customers and other stakeholders respond to it. At the most fundamental level, tracking the brand's sales and profitability will provide some insight regarding the suitability of the brand. By tracking the brand against a broader set of measures, the brand's team is in a stronger position to fine-tune the brand.Branding is an essential part of marketing sub-function of selling. Manufactured goods are standardized in the process of production. These goods are given a definite symbol, mark or slogan so that these goods catch the attention of the consumers. Also, a manufacturer or a seller wants to establish certain definite image in the mind of the public about the quality, durability, shape, fashion and color of his product. He does this by using a brand or trade mark to symbolize his product. Consequently, sales of known brands exceed those of the competing brands which have not created such distinct image. Thus, brands provide the base for selling efforts. Manufacturers and sellers are aware of the fact that branded products can be sold more easily and at highest prices than competitive unbranded products. Therefore, branding is invariably used as a method of modern mass selling. The primary objective of branding is to introduce "product differentiation" in the market, i.e., to single out a product from its rivals.The following factors have made branding necessary:Ø The growth of competition.Ø The increasing importance of advertising.Ø Significance of packing as an important function of marketing.Ø The growing habit among consumers to buy goods of particular brands.Branding has become a management technique as it involves considerations of alternatives and choosing the best alternative. Brand managers have to develop a logical order of action in developing brand awareness and ultimately leading to brand loyalty.The following points have to be considered while suggesting a marketer about the type of brand to be used to carry out his new product:1. How to define your brandThis is the first step in the process of developing the brand strategy. By defining what your brand is, the marketer can create the foundation for all other components to build on. The brand definition will serve as a measuring stick in evaluating any and all marketing materials and strategies.2. Determining the brand's objectives.Critical to effective brand management is the clear definition of the brand's audience and the objectives that the brand needs to achieve.3. Focusing on Target audience.The power of the brand relies on the ability to focus. That is why defining the target will help to strengthen the brand's effectiveness.4. Discovering and Crushing the Brand Barriers.When creating the brand strategy for a product or service, it is important to perform a careful analysis to determine principal barriers that the marketer may come in contact with. These barriers are also known as market conditions that can keep the product or service from achieving success.5. Brand Packaging and Identity.Branding is a company's identity in the marketplace. The appearance of the packing of products describes a lot of the branding strategy of the company.Branding Strategy adopted by cellular operators:-Some of the major cellular providers operating at national level are BSNL's Cellone, Airtel, Reliance, Tata Indicom and Hutch. Reliance and Tata Indicom operate on CDMA technology and others on GSM. Apart from these, there are regional GSM operators like Spice in Karnataka, Aircel in Tamilnadu, MTNL's Dolphin in Mumbai and Idea in North India etc.Airtel"In a service industry like telecom, people live a brand 24X7. It's all about experience; and for Airtel 'brand=customer experience," says Rajan Mittal, joint managing director, Bharti Tele-Ventures Ltd.That's now, but when mobile telephony began in India a decade ago, the brand was all about aspiration. That's understandable: a handset cost about Rs 45,000 - the price of a second-hand Fiat - and call charges hovered around Rs 16 a minute.Naturally, the target customer was clearly defined: elite, up market professionals and entrepreneurs. "We positioned Airtel as an inspirational and lifestyle brand, in a way that trivialized the price in the mind of the consumer. It was pitched not merely as a mobile service, but as something that gave him a badge value," recalls Hemant Sachdev, chief marketing officer (mobility) and director, Bharti Tele-Ventures.Airtel was on a power trip: the logo was black, uppercase bold lettering; and the baseline was "the power to keep in touch". "From day one, it was decided that the brand should always connote leadership - be it in network, innovations, offerings or services," says Diwan Arun Nanda, CMD, Rediffusion-DY&R, the agency that has created all Airtel ads over the past decade. The taglines emphasized that: "Airtel celebrates the spirit of leadership" and "The first choice of the corporate leaders".This was also a time when customers needed to be educated; interest levels were high, but customers' exposure to the cellular world was limited. Airtel took out full and half-page ads in newspapers, answering queries like "what is roaming?", "what is coverage area?" and "how to make international calls".In 1999, the rules of the game changed. The New Telecom Policy came into effect, replacing license fees with a revenue-sharing scheme and extending the license period from 10 to 20 years. Now, cellular service operators could drop their prices and target new customer segments. Hence Airtel's communication changed from "power" to "touch tomorrow".The focus now was on the endless possibilities of technology to make life good and advertising became two-pronged: a product-driven communication that showcased new offerings like the Magic prepaid card, and an emotional communication that showed younger people.In 2002, Airtel signed on music composer A R Rahman and changed its tune to "Live every moment": Rahman's signature tune for Airtel is, perhaps, the most downloaded ringtone in India. But that was just part of the ongoing communication.The following year Airtel adopted the "Express yourself" positioning, which is also its current tagline. Now, the emotional angle was predominant - and stark, black and white imagery to stand out in what was becoming a highly commoditized, crowded market.The latest campaign continues that thought. Only, mobile telephony is now extending to even low-income mass categories. So the first TVCs in Hindi and regional languages are now on air, as are low-priced products, like the Rs 200 recharge coupon.Communication was just part of the battle: customer service would prove more critical. "We were very clear that Airtel will be a service-led brand," says Mittal.Accordingly, Airtel was the first cellular service provider to start customer centers (called Airtel connects), where customers could pay their bills, apply for new connections and touch and feel new handset models.The way to the future, though, seems to be through product innovations such as easy charge (recharging prepaid connection through SMS), hello tunes, the Blackberry option, stock tickers and M-cheques (mobile credit cards).The customer care centers, too, are metamorphosing into "relationship centers", one-stop shops where subscribers can not only pay their bills and have their queries answered, they can shop for new phones, surf the net and enjoy a cup of coffee. "What matters is what the customers want," points out Mittal.Hutch: Color codedBack in 1995, using "Hello Bombay" as the tagline, and pitted against consumer electronics giant BPL, the campaign for the unknown Max Touch got underway. Says Narayan Kumar, executive creative director, TBWA Anthem, part of Mudra's creative team for Max Touch. "We consciously decided to cultivate the brand personality as foreign."The international pedigree was underlined by the baseline "World in your pocket", but local relevance was built using celebrities to endorse the brand. Like Airtel, Hutch, too, needed to educate consumers about cellular telephony. So, it also had ads like "Can I call STD?", "Can I use my phone in a lift?" "What is airtime?"International was believed to be synonymous with sophisticated, and the customer service reflected that. Max Touch introduced Integrated Voice Response systems, and for face-to-face interactions, it had swanky customer spaces with smartly dressed executives who had been trained in customer relationships.Even as Hutch's communication appealed to the upper class, it was working on innovative product offerings: in 1996, it was the first cellular company to establish national roaming; later that year, it introduced over-the-counter prepaid cards.And if black proved to be Airtel's winning colour, Max Touch found orange worked for it. The almost accidental use of the colour in an ad campaign - changed at the last minute from green - was fortuitous.A big success factor was how inspirational overtones in brand imagery stayed, even though price wars had started. Again, the colour orange was a seminal attribute; the brand's slogan was 'The future's bright, the future's orange'.Later Hutchison announced the creation of an umbrella brand.The new brand name also heralded the arrival of a new mascot, the "Hutch" pug. When Hutch launched the Abby-winning "Wherever you go our network will follow'" ad, viewers believed that was Hutch's new slogan, but it was just one brand attribute. Twelve other campaigns followed; each one with a single communication of a value-add, all stylized to be uniquely Hutch.Value-added services - such as "Privileges" (discount coupon booklets), cricket scores and stock market information - have formed as critical a part of Hutch's marketing efforts as its advertising. Other services like Hutch World (GPRS service), Hutch Alive (non-stop, streaming action) and Hutch4Help, a unique dial-in 'convenience' service, all emphasize the premium attributes of the service.But now there's Chhota Recharge, small value recharge cards (starting at Rs 10), which will also help mobilize small spenders.Recently, the country sported the Hutch tristar in a new, vivid pink. At the time, Naveen Chopra, corporate vice president, group marketing, Hutchison Essar, said, "The idea is just to refresh the brand, and inculcate a new 'Hutch spirit'." But the brand makeover had less to do with creating excitement and more with renouncing the Orange brand to Orange Telecom and creating the new pan-Indian Hutch brand.Like Air tel, Vodafone implemented the celebrity endorsement strategy partially, relying primarily on its creative advertising for the promotion of its brand. BSNL, on the other hand, attracted the consumer through its low cost schemes. Being a state owned player, BSNL could cover rural areas, and this helped it increase its subscriber base. Reliance was another playerthat cashed on its innovative promotional strategies which included celebrity endorsements and attractive talk time schemes. Idea, relied heavily on its creative media advertising sans celebrities.
