A pmktgcredentials

Marketing&Communication
Expertise and Credentials: a visual presentation

martedì 30 ottobre 12

25 year experience in top marketing,
general management and consulting
positions

Turn-arounds and start ups


Andrea Portante
Degree in Economics - Univ. of Bologna
M.S. in Management - M.I.T. Sloan School of Management

- McKinsey&Co. 1990-1994
- Value Partners Management Consulting 1994-1995
- Abril Group (Sao Paulo, Rio de Janeiro)
- RAI (Italian National Public Broadcaster)
RAI Trade (rights sales)
RAI New Media (Marketing and Business Development
New Platforms)

Full Resume available on Linkedin


Speciﬁc Areas of Expertise

1) Marketing Strategy
2) Media Strategy
Above the Line

3) Social Media Marketing

4) Promotions
5) Event Management Below the Line
6) Licensing
7) Direct Marketing
8) Sponsorships

9) Digital Media
10) Communication
Communication

11) Training


Summary of Credentials

Marketing Strategy 10 years of leading management consulting (McKinsey,Value Partners) and top
management positions in content related companies

3 year experience as Marketing Director for RAI New Media, with speciﬁc focus on
Social Media Marketing social e digital media

Promotions
Event Planning & 8 year experience as Marketing and Sales Director of RAI Trade, 3 years as Marketing
Director of RAI New Media
Management

Media planning experience and acquisition of TV, print, mailing list in Abril Coleçoes
Media Strategy (Brasil). Acquisition of adwords, online banners and social media in RAI New Media.

Licensing 8 year experience. Created and brought to success Licensing Division of RAI Trade

4 years as Director General of Abril Coleções, JV between Grupo Abril and Time
Direct Marketing Life. B2B experience with RAI Trade

Digital Media 12 year experience with RAI in digital productions (DVD, video, promo, etc.)

Communication 25 years in B2B and B2C communication

Training Experience in communication and positive track record in coaching my own team


What

• Diagnostic of current strategy and

marketing plan

• Deﬁnition of new strategy and
implementation plan

• Market Analysis
• Qualitative and Quantitative
Research


Credentials
• Strategy and Organization work on
“Children&Teen” for Rizzoli Corriere della Sera

(RCS)

• Strategy and Organization work on
“Trade&Professional” for RCS

• Strategic Plans for Abril Coleçoes, RAI Trade
• Market Analysis for CD Rom multimedia (for
Olivetti)

• Qualitative and quantitative research to select
editorial products for launch with Abril Coleçoes

• Qualitative and quantitative research on usability
for RAI.tv/RAI.it

What Where
Strategy Deﬁnition
2) Media Strategy

Traditional Media
Budget Allocation Online
Campaign Management Search (adsense, adwords)
and Monitoring


Credentials

• In charge of Advertising budget both in B2C and
B2B settings (Abril Coleçoes, RAI Trade)
2) Media Strategy

• For 8 years in charge of “Compliance Control”
for all ads aired on RAI
• Management of “Adwords” and Facebook
campaigns for RAI New Media
• Design and implementation (with clients/
agencies) of ad campaigns on RAI.it, RAI.tv
• “banner”/ Pre Roll/New formats
• Special Projects


Example Online Game: Ski Challenge
2) Media Strategy


Ski Challenge: In game Ad Spaces
2) Media Strategy


Ad hoc projects: A “branded channel” for
Costa Crociere...
2) Media Strategy


...so successful that MSC, their main
competitor, asked us to do the same
2) Media Strategy


What

Assessment, strategy and marketing plan deﬁnition in social media (Facebook,You Tube,
3) Social Media Marketing

twitter, etc.)

Integrated Approach to:

- Owned Media
- Paid Media
- Earned Media

“Turn key” management of Social Network presence

- Facebook pages
- Viral Videos
- “Apps” for penetration and ﬁdelization


3) Social Media Marketing Credentials

• Negotiated and currently manages RAI You Tube deal
• 20,000 clips uploaded on 14 RAI branded “channels”
• Revenues represent today 25% of total from web
• Negotiating extension to “long form”. Expected quadruplication
of total company revenues in three years.


3) Social Media Marketing Credenziali

Established RAI presence on Facebook



1 Million fans (1,5 before closing of
Anno Zero, a political talk show)




Report: 473,000 Fan
Che tempo che fa: 230,000 Fan
RAI TV: 150,000 Fan
Il Ruggito del Coniglio: 135,000 Fan
Ballarò: 35,000 Fan


What Where
4) Promotions

• Integration within • Online
Marketing Strategy
• In-Store
• “Turn key” management • Fidelity


Credentials
CONAD for “Isola dei Famosi” (Survivor)
DIMEGLIO 03-06 copia 6-06-2005 14:32 Pagina 11

MEDICI SENZA
FRONTIERE
1.900+ PUNTI€
GRATIS
4) Promozioni

900 PUNTI 8,40

AGENDA
VANTAGGI
CARTA
— Kit Survivor
marsupio con cintura
e chiusura con piccola bussola zip.
Contenuto: un binocolo 4x30,

COLLEZIONE
una mini torcia con clip,
utensile pieghevole con coltello,

1a
forchetta, cucchiaino, apribottiglie
e lama, fischietto.
Dimensioni: 15x15x8 cm.
Su prenotazione.

COLLEZIONE
3.100+PUNTI €
GRATIS 2a
1.500 PUNTI 12,40 DEI FAMOSI
ISOLA
SUPERPREMI

˜ Zaino Trolley
realizzato in poliestere,
con rifiniture di pregio
e comode tasche,
chiusura a zip e meccanismo
trolley a scomparsa.
RADDOPPIA
IL REGALO

Dimensioni: 37x20x55 cm.
Su prenotazione.

11


Credentials
Several Fidelity Catalogue Projects
4) Promozioni


...Point of Sales Promotions
4) Promozioni


What Where
5) Event Management

• Planning • Trade shows, Showcases
• “Turn Key” and Road Shows
Management • Festival, cultural events
• Supervision/ • Promotional Events
Coordination of
suppliers and • Conventions, Product
service providers Launches


Credentials

For 10 Years in charge of event organization
5) Event Management

for RAI Trade:

- MIP/MIPCOM
- Bologna Children Book Fair
- Cannes Film Festival
- Cannes Lions
- RAI Trade Screenings
- Cartoon On the Bay
- ANUGA
- Licensing Show
- Franchising Show


5) Event Management Credentials: MIP/MIPCOM (Cannes)


5) Event Management Credentials

Presentazione parete scenografica Rai Trade MIP TV 2006

Bologna Licensing
Visione prospettica

ANUGA (Colonia)
posizione marchio aziendale
e titolo programma

posizione marchio sponsor

Franchising MIP posi

Imaginali®©2006


5) Event Management Credentials: RAI Trade Screenings


5) Event Management Credentials: “Deal or No Deal” Mall Tour


Credentials: Cartoon on the Bay
(International TV Animation Festival)
5) Event Management


Credentials: Mall Events
5) Event Management


Credentials: Festival di Sanremo
On-site Marketing Initiatives


What For

• Character Licensing, • Use of third party
6) Licensing

Brand Licensing, characters/brands to
Celebrity Licensing, connote products
Heritage
• Licensing of own brands/
• Complete Coverage: characters for promotion
1.Strategy and revenue generating
2.Creativity/Style Guide initiatives
3.Sourcing
4.Deal Negotiation
5.Contracts
6.Monitoring

Credenziali:
Over 10 years experience in Licensing &
Merchandising
6) Licensing


Credentials: Created and brought to success
L&M Division of RAI Trade
PG_XPress 6-06-2006 10:37 Pagina 1

Success in terms of
branding and
6) Licensing

incremental revenues

Developed and
“monetized” own and
third party brands and
characters


6) Licensing Credentials: Isola dei Famosi (Survivor)


6) Licensing Credentials: Franchising


6) Licensing Credentials: La Prova del Cuoco (Ready, Steady, Cook)


Credentials: Linea Blu (Es. Style Guide)
Style_Guide_bella 26-07-2005 15:27 Pagina 21

P R O D OT T I


A P P L I C A Z I O N I D E L LO G O

SI SI
6) Licensing

SI SI


TEXTURE
Toiletries

Poco visibile Distorto
21
NO NO

Logo sfumato in quadricromia Logo Bianco

NO NO

Logo in quadricromia - C 100 - M 100 - Y 0 - K 0 Logo Nero K100

Inclinato Verticale

5 Logo in quadricromia - C 70 - M 30 - Y 0 - K 0 Logo sfumato Pantone 2748 - 279

Logo Pantone 2748 Logo Pantone 279

4

Texture Onde 2

12

6) Licensing Credentials: Incantesimo (Es. Style Guide)


rai 50
set 6 tazzine
rai 50
set 6 tazzine

© Rai, su licenza esclusiva
rai 50
set 6 tazzine

set 6 tazzine
rai 50
6) Licensing

© Rai, su licenza esclusiva
Carlo Giannini Spa è licenziataria delle immagini di repertorio archivio Rai per il set di tazzine “Rai 50”.

Carlo Giannini Spa è licenziataria delle immagini di repertorio archivio Rai per il set di tazzine “Rai 50”.
6 tazze con piattino - porcellana
6 espresso cups with saucers - porcelain
set 6 tazzine
6 demi-tasses avec sousoupes - porcelaine
6 tazas cafè con platos - porcelana rai 50
6 espressotassen mit untertassen - porzellan
1 2 3 4 5 6
Credentials: “Heritage Licensing” RAI

6) Licensing Credenziali: Quark


6) Licensing Credentials: Melevisione


Designed and launched franchising program for
kindergarten on Melevisione, one of RAI leading
children brands
6) Licensing


Launched Theatre Tour on same Brand

Over 800,000 Tickets sold
6) Licensing

Most successful children theatre
show in 2003 e 2004
Generated Royalties of over 1,5
million Euros


7) Direct Marketing

What For

Strategy B2B and B2C
Feasibility Analysis Traditional (mailing,
Implementation DRTV), web/mobile/social

Management Front end / Back end


7) Direct Marketing

Designed and managed the turn around of this Business Unit selling
books, Cds and videos through the continuity system. TIME LIFE Books
was minority shareholder and exclusive licensor to the company.

-! !ncreased subscribers to its historical high (250,000 active
I
members), doubling revenues to US$40 Million with cash ﬂow in
excess of US$6 Million in 1997.
-! Reduced average collection time from 62 to 30 days.
-! Improved customer service (average wait time reduced from 2
minutes to 30 seconds).
-! Reduced costs by switching suppliers and re-negotiating contracts
(editorial costs –50%, printing of promotions –25%, handling –50%)
-! Increased sales to current subscribers by adding new titles to extend
ongoing series and increasing shipment frequency (Impact on
revenues $4 Million in 1998)
-! Negotiated with TIME LIFE the selling of non TIME LIFE licensed
products, turning Coleções into the direct marketing arm of the Abril
Group


7) Direct Marketing Credentials: B2B Kit for promoting RAI “stock footage”

In competition in
Cannes Lions Direct

“response rate” success


What For
8) Sponsorships

Editorial Products, custom
Strategy integration publishing
Prospecting and Valuation Audio/Video Productions
Turn Key Management Events


Credentials
8) Sponsorizzazioni

Outdoor Clay motion Lab Chiquita

Sponsoring of Sanremo Posters


What For
Strategy Integration Sites&Portals
Concept Apps (IOS, Android,
9) Digital Media

Development&Production Facebook)
Management/Monitoring Digital Video


9) Digital Media Credentials: Locast (A RAI-MIT Project)


Credentials: Productions

Branded Content
9) Digital Media

Reversioning per Estero


Credentials: Home Entertainment
T I MIGLIORI ANNI DELLA NOSTRA T 271x183_CoverDVD 15-11-2005 11:10 Pagina 1

LE INCHIESTE DEL COMMISSARIO MAIGRET

!
dai romanzi di Georges Simenon

LE INCHIESTE
DEL COMMISSARIO
MAIGRET
9) Digital Media

con GINO CERVI e ANDREINA PAGNANI
! regia di MARIO LANDI

m

CREDERCI SEMPRE - ARRENDERSI MAI L’ISOLA DEI FAMOSI 2005 IL DVD
di Operatore Edizioni
Angelo Ferrari Marco Landini Magnolia/Castaway
Montaggio Assistente al Montaggio Si ringraziano inoltre
Ivo Vacca e Arcadio Cavalli Elena Griguol Jonni Pellegrini Giovanni Buoro
Scritto con Il cicerone di Samanà è Superpako Simona Caprini
Sabina Bologna e Marianna Schivardi musiche originali Le fotografie
Assistente alla Regia Angelo Ferrari, Stefano & sono dell’agenzia
Sonia Soldera Roberto Magnanensi Frezza / La Fata
ISOLA DEI FAMOSI un programma di RAI 2, basato sul format Celebrity Survivor,
created by Charlie Parsons. © 2005 Castaway Television, prodotto da Magnolia
su licenza esclusiva RAI Trade S.p.A. Il film riprodotto in questo DVD è per uso
privato domestico. Tutti gli altri diritti sono riservati. Ogni violazione sarà
perseguita a termini di legge.


What For
Strategy Integration Newsletter
10) Communication

Implementation and Annual Report
Management Brochure
Catalogues
Online


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10) Communication

11) Training/Coaching

Training for all the areas mentioned before

Social Media Marketing
Communication
Direct Marketing


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