Being close to your local target group is crucial for every business. However, brands nowadays mostly only survive with convincing global communication strategies. Aligning these different perspectives is a challenge. SKIM's Creative Lab approach combines a new mindset with an effective approach to communication testing, which has proved successful in helping global and local marketers to jointly create and support the future communication strategy. Eva and Henrike showed us how Nutricia and SKIM made it happen!

1. expect great answers
Creative Lab
‘Overcoming the global-local challenge in communication’
Henrike Reinhardt & Eva Kulla Share your thoughts online:
#SKIMspiration

2. What are you going to hear ?
Global vs local – the challenge
The Nutricia case study
Creative Lab
The year after – results
Why it was worth it

3. Conventional approach to concept /
communication development and testing
Concept Launch Launch
Insight Insight Concept Concept
Develop Global Local
ment Generation reporting Refinement Testing Campaign Campaign
Global Global Global Global Global
Marketing Marketing Marketing Marketing Marketing
Creative Creative
Agency Agency
Local Local
Marketing Marketing
Market Market Market
Research Research Research
Agency Agency Agency

4. Key to success is to
“uncover just the
right balance
between local
relevance and global
leverage”
Swaan Arons, Marc de & Driest, Frank van den. (2012).
The Global brand CEO. Building the ultimate
marketing machine. New York: Airstream.

5. The global-local challenge at Nutricia
Global: Local:
• to look for strategic • to develop and
insights implement concrete
• to move overall category communication
perception to a higher campaign
level • to boost core product
• to uncover full potential

6. The Nutricia case study
Business challenge:
Sales potential of Nutricia’s medical nutrition portfolio
not fully reached amongst key target group of GPs
Different barriers USPs of core product
to prescribe category range might offer
assumed potential for leverage

7. The Nutricia case study
5 different Results to serve
communication Germany
global strategic as pilot market
routes (concepts) and
to test amongst local executive
GPs needs

8. The approach:
Creative Lab
‘The sky is the limit when we work
together’

9. Why Creative Lab?
Iterative approach
•Evaluate and improve material on the go
•Don’t waste time and money on bad concepts
Ensure buy-in off all parties
• Create synergy and touchpoints
• Create involvement, avoid conflicts
Short turn around time
• Combine forces, access to input of multidisciplinary team
• No delay due to usual reporting / approval procedures

10. Setup – focus groups and interactive workshops
Day 1 Day 2 Day 3
Focus group 1: Creative lab Focus group 3:
Non- and low Non- and low
prescribers of category Workshop prescribers of category
(client & SKIM)
Refinement to discuss, amend Refinement
session and refine concepts session
Focus group 2: Focus group 4:
Frequent prescribers Frequent prescribers
of category of category
• Each focus group with n=5 GPs and a duration of 90mins

11. Cross-functional work team
Nutricia - global Marketing:
Category director & Marketing
manager
SKIM – Global Market
market research Knowledge manager
agency
Nutricia German CBU:
EURO RSCG – Marketing & Brand
communication agency manager
Medical Marketing Market Knowledge
Manager, Germany Manager, Germany

12. Aligning on conceptual test material

13. Common underlying concept structure
In… (this situation) you’re faced with… (the dilemma pertaining to conflicting needs
and goals). This… (solution) helps to achieve… (functional benefit focusing on a
relevance). That’s because the solution has/is… (RtB). This is valuable because…
(emotional benefit focusing on higher-level desire). This product is unique because it
is the only one to achieve… (discriminator).
Insight
Solution
Benefits
RTBs
Discriminator

14. Examples of concept weaknesses
No real insight, very Less weight loss to improve
Insight
unemotional treatment outcome:
Early nutritional intervention
Solution No dilemma, “what is the problem GPs prevents weight loss at patients
can solve with the help of product X?” during their treatment. An
additional weight ‚buffer‘ however
Concept starts with a benefit is difficult to reach through a
Benefits (less weight loss) right away normal diet.
…
RTBs RtBs missing, misunderstood • A bottle contains 50 ml with 10 g
protein, 250 kcal, especially
developed to drive compliance
Discriminator Not clear, needs more explanation
• 2 bottles per day parallel to the
treatment.

15. Creative Lab - Conclusions
Immediate implementation of learnings
Collaboration & dynamic behind the mirror
‘The winning concept is our baby!’

16. The year after
Did it work
in practice?

17. Local multi-touchpoint campaign
CONGRESSES
NEWSLETTERS PRINT MEDIA
E-DETAILING
MAILINGS ONLINE BANNERS
FACE-TO-FACE DETAILING
NETWORK MEETINGS

18. E-detailing campaign
Did you hear the bell?
Start training

19. E-detailing campaign
http://youtu.be/AsIJj_NyEgs

20. E-detailing campaign
Source: Springer, e-detailing statistics

21. Local success = Global success
Unaided Product
product market
awareness +18% share
+2.0pp
+31% +25%
More
Product
participants
value sales
than expected
Sources: Springer e-detailing statistics, Nielsen sales tracking, Nutricia sales data, all 2012

22. Why it was worth it?
Frederiek Ysebaert, Global Category Director:
"The insight driven findings from the Lab
and its successful implementation in
Germany were the foundation of an
improved approach to globally communicate
to our target groups and inspired the way of
working in the central marketing team."

23. This is the END
of our presentation… Thank You!
Henrike Reinhardt
…BUT Nutricia’s
journey will continue! Eva Kulla

24. contact us or follow us online!
Henrike Reinhardt Eve Kulla
Global Market Knowledge Manager Nutricia SKIM Project Director Consumer Health
Henrike.reinhardt@nutricia.com e.kulla@skimgroup.com
+31-10 282 3542
Share your thoughts online:
#SKIMspiration