Rosebud Agency Credentials

WARNING: this presentation IS NOT designed just for see it, but to share with you thoughts and comments (TO STABLISH A DIALOGUE) about your business and your brand and, meanwhile, you could know us a little better… © Rosebud 2008

Rosebud borns with a CLEAR AND UNIQUE CONVICTION: the current context where your products / services are moving HAS RADICALLY CHANGED and YOUR BRAND must be considered as the CENTER of the communication strategy with your consumers. © Rosebud 2008

That’swhywechosenA CLEAR WAY: the center of ourbusiness. wouldbetheATTENTION OF OUR CLIENT’S BRANDS. © Rosebud 2008

BUT ? WHAT IS BRAND CARE agency © Rosebud 2008

We must start from the beginning. We were saying before that… HAS CHANGED the context

thecontext has changed audience disintegration, media atomizationOVER-communication… HYPER-confusion

thecontext has changed our old method to judge the products (comparing features and benefits) DOESN’T WORK ANY MORE due to the LOW FUNCTIONAL DIFFERENTIATION that exists in YOUR MARKET © Rosebud 2008

thecontext has changed from the mass- production economy to the PERSONALIZATIONeconomy.

thecontext INCREASE OF NEW COMMUNICATION DISCIPLINES: has changed 184 millions of bloggers 73% online active users have read a blog 45% have started their own blog 57% have participated with a online network 55% have uploaded pictures to Internet 83% have seen video clips 39% subscribed to a RSS source © Rosebud 2008 Font: Universal McCann Comparative Study on Social Media Trends April 2008

thecontext has changed + all of this mixed with a experimented consumer, CURIOUS, SKEPTICAL AND PLAINTIFF. © Rosebud 2008

don’t forget: “your brand IS NOT what you say it is, it’s what THEYsay it is.” * MartyNeumeier

this new context favours the disintegration of the brands, ERASING their ESSENCE © Rosebud 2008

in view of this situation, emerges the brand as the main allied of the companies contributing with DIFFERENCE, VALUE and CONFIDENCE to their products. © Rosebud 2008

brand care agency: the brand in the middle of the rosebud philosophy Traditional agencies Brand care agency * OwnelaborationfromMartyNeumeier

Ourpositioning + “Ad focused” (focused to the tactics, to the advertising) - + “Brand Care” (strategy and creativity to build brands)

the art of marketing is the art of BUILDING brands If your company doesn’t create a brand, won’t offer much more than generic products in its catalog. In that case, the price is the most important thing and the companies that produce with the best price, will win. With this approach, you don’t need advertising*. If you still believe in advertising for advertising, we can finish this presentation right now. As opposed, if you have begun to believe in brands, keep reading. * Philip Kotler © Rosebud 2008

we have reached a deal Now, we are agree about the prominence of the brand in the communication. But managing brands needs a specialized team who share ideas and coordinated efforts with a teamwork. To achieve this TEAM, we have designed our own agency proposal.

A structure for brands: collaboration between experts BTL Rosebud Avertising Graphicdesign Printing Communication and P.R. Own Services Services through partners Consumerresearch: insights Media planning Promotions Planning and positioning Marketresearch Web pages and online communication Direct and promotional marketing Packaging, displays, PLV Events Naming BrandStrategy Specialevents Brandidentity Rosebud * OwnelaborationfromMartyNeumeier

A structureforthe agencies: “collecting” services BTL Advertising GraphicDesign Printing Communication and P.R. Consumerresearch: insights Media Planning CLIENT “alltogether” agencies Planning and positioning Marketresearch Direct and promotional marketing - The “all together” agencies, try to accumulate all the services. The brand lose the freedom of work with the best in each discipline.- Events Naming Brandstrategy SpecialEvents * OwnelaborationfromMartyNeumeier

This area contributes with a lot of benefits to the brand building process: THE CONSUMER VOICE is translated to insights and later in a ELABORATED THINKING PLATFORM that allow us to achieve a efficient development of the brand and its creativity. The consumer involvement in the brand creation process is the real ADDED VALUE of the process. The account planning is the axis where we transform the service of a traditional agency that only manages advertising, towards AN AGENCY THAT FOCUS ITS ACTIVITY TOWARDS THE TOTAL BRANDING. Services: ,[object Object]

Brand building and development strategies.

Insights – consumer research.,[object Object]

The creativity and design play a main role in the building and creating brands process because DIFFERENCES and EXPRESS its intangibles: the EMOTION, the CONTEXT and the ESSENCE that the consumers cares. Services: ,[object Object]

Rosebud Agency Credentials

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Rosebud Agency Credentials