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Dott.ssa Costantino_S&S FOR MUMM.pdf

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Dott.ssa Costantino_S&S FOR MUMM.pdf

  1. 1. MAY 2022 Saatchi & Saatchi For MUMM. 1
  2. 2. THAT’S ME! S T RAT E G I S T S AAT C H I & S AAT C H I F I N T A B O R G H E S E C A L A M I T A P E R B R U T T E F I G U R E
  3. 3. 0.0 INTRODUCTION Who is Publicis Groupe Who is Saatchi & Saatchi Diving into a communication agency 1. 2. 3. 4. Don’t be shy: question time! Agenda 4
  4. 4. Who is Publicis Groupe? 1.0 | CHAPTER ONE
  5. 5. NUMBERS • 80.000 talents • 1.302 officies • 100+ countries GLOBAL ITALY • 1.500+ talents • 4 officies • 4 cities
  6. 6. PUBLICIS COMMUNICATIONS PUBLICIS SAPIENT PUBLICIS MEDIA CLIENT POWER OF ONE
  7. 7. Who is Saatchi & Saatchi? 2.0 | CHAPTER TWO
  8. 8. TWO ENTREPRENEURIAL IRAQI BROTHERS WHO WERE OUTSIDERS IN THE INDUSTRY OPEN AN AGENCY IN LONDON. 1970
  9. 9. THEY EMBARKED ON A QUEST FOR GLOBAL DOMINATION WITH THE BELIEF THAT NOTHING IS IMPOSSIBLE.
  10. 10. 1.700 EMPLOYEES 55 OFFICES 35 COUNTRIE S
  11. 11. OUR KEY CLIENTS
  12. 12. Y The idea comes to life through storytelling and images, it’s time to fall in love. MAKE IT RIGHT STRATEGY Research and analysis, based on data, to decide what’s the best course of action. MAKE IT MAGIC CREATIVIT MAKE IT WORK EXECUTION Production, delivery and optimization of everything it’s been thought. OUR METH ODOLOGY
  13. 13. POSSIBLE IMPOSSIBLE IRRELEVANT RELEVANT MADNESS FODDER GREAT GOOD ONE KEY OBJECTIVE
  14. 14. Diving into a Communication Agency. 3.0 | CHAPTER THREE
  15. 15. Expectations.
  16. 16. Reality.
  17. 17. C L I E N T S T R A T E G I S T A C C O U N T C R E A T I V E P R O D U C T I O N M E D I A C O N T E N T R E S E A R C H P R …
  18. 18. So many different people working as one big team.
  19. 19. ST er , smart Roge ha up even in the most difficul ha quickly read situations and study the right soluti in the shortest possible time. The person everyone calls when they have a problem, because has the right answer at hand.
  20. 20. Analysis of trends, data and research to better understand the consumer, the market and the socio- cultural context; Definition of the brand strategy (e.g. purpose, mission, vision, positioning) and definition of the communication strategy (e.g. audiences, key messages); Drafting of creative briefs and support to the Creative Team on the definition of concepts and ideas. Check that the agency’s response is always in line with the strategy. How does a strategist work?
  21. 21. Resolute, practical and coragious. Romanova has a gifted intellect she displays an uncanny affinity for psychological manipulation and can mask her real emotions perfectly. Like Steve Rogers, she possesses the ability to quickly process multiple information streams (such as threat assessment) and rapidly respond to changing tactical situations. She’s a natural problem solver. Whatever life throws at her, she knows how to deal with it, one way or the other. THE ACCOUNT BLACK WIDOW
  22. 22. How does an account work? Coordination of the work inside and outside the agency; Take care of the relationship with the client; Deal with timings, cost and quality of the project; Discussione of the communication budgets; Check that the agency’s response is in line with the client’s requests; Follow the progress of the campaign and verifies the results.
  23. 23. Visionary, passionate, with a hint of insolence. “Genius. Billionaire. Playboy. Philanthropist” is how Tony Stark describes himself. He’s the out of the box thinker, brilliant mind, creative attitude, he sees the world in terms of opportunities. He’s not always the most reliable person in the room, but he will pull through. He’s the cool geek, the trendy nerd. THE CREATIVE Iron Man
  24. 24. How does a creative work? The Art Director takes care of the visual part of a campaign; Copywriter takes care of the textual part: he/she writes the texts and takes care of the music, searches for words and concepts able to integrate perfectly with images; Their work is followed and directed by the Creative Director, who is responsible for the agency's creativity, from the creative development to the production phase of the campaign
  25. 25. THE CONTENT TEAM Guardians Of The galaxy "What a bunch of a-holes." Garthan Saal The Guardians of the Galaxy are a band of intergalactic outlaws who teamed together to protect the galaxy from planetary threats. They are a different bunch of people: someone call them misfits, some others quirky. They are just different. Their set of skills is unique and together there is nothing they can’t do.
  26. 26. How is a content team composed? Content manager Content strategist Social media specialist/manager Content editor Content creator (Photographers, Graphic designers, Bloggers/copywriters, Illustrators, Video producers, Podcasters) Tech specialist
  27. 27. THE PRODUCTION Ant Man & The Wasp Fast, resolute, always on the spot. They might be less famous or have less visibility than other Avengers, but as we all know ‘there is no I in team’. They cover everyone's backs, do the dirty work. Their role is fundamental for the victory of the whole team.
  28. 28. How is a production team composed? The production unit is crucial to accomplish the most delicate missions and each member has its task and special skills. Art Buyer TV Production Print Production WEB Production
  29. 29. Client Account Strategist Creative/Content Client Production The client brief The creative brief Collecting and processing client’s request The ideas Presentation from the Agency The project comes to life The organizational flow. HOW IT SHOULD WORK
  30. 30. The organizational flow. HOW IT WORKS Client Brief Project comes to life
  31. 31. But in the end, it always works.
  32. 32. Don’t be shy: question time! 4.0 | CHAPTER FOUR
  33. 33. Thank you. 43

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