Integrated Marketing Communications: A Global Brand-Driven Approach

Acknowledgments
Contents
About the Authors
1: Introduction to Communicating Globally: An Integrated Marketing Approach
Practical Challenges
Academic Issues
New Content
The Only Way Is Ethics
Discussion Questions
References
2: Transitioning in the Marketplaces and Marketspaces of 2020 and Beyond
Global Building Blocks
Digitalization
Information Technology
Intellectual Property
Communication Systems
Marketplace, Marketer, and Marketing Communication Transitions
The Manufacturer- or Product-Driven Marketplace
The Distribution-Driven Marketplace
The Interactive Customer-Driven Marketplace
Conclusions
Discussion Questions
References
3: The Global Marketplace Considerations
The Global Marketplace
Whiz-Bang Stores and Marvel Products: A True Global Marketplace Story
Global Marketplace Drivers
Requirements of a Global Marketing Organization
Marketing and Marketing Communication in the Global Marketplace
Conclusions
Discussion Questions
References
4: How Marketing Communication Works
The Changing Role of Communication
Global Growth in Advertising and Promotion
Emergence of the Global Consumer
Development and Importance of Integrated Approaches
Direct Marketing
Database Marketing: Toward a Coordinated Strategy
The Internet: Promotional Tool or Informational Tool?
Coordination and Control: Process Versus Output
The Changing Role of Consumers
How Communication Works
The Drive for Integrated Approaches in a Global Context
Conclusions
Discussion Questions
References
5: Integrated Communication or Integrated Marketing Communication
The Contextual Global Environment
Communication Transition to a Global Brand-Oriented Approach
Integrated Communication
Corporate Identity
Corporate Image
Integrated Marketing Communication
Tactical Coordination
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
Contextual Overview
IMC Defined
Conclusions
Discussion Questions
References
6: Developing Integrated Global Marketing Communication Programs
Critical Requirements for IGMC Programs
Competencies Associated with Mastering IGMC
Create Global Processes and Standardization
Start with Customers, Not Products or Geographies
Identify and Value Customers and Prospects
Identification of Customer and Prospect Contact Points
Align the Organization’s Interactive Response Capabilities
Manage Multiple Systems
Value the Brand
Focus on Financial Measures
Create Horizontal Organizational Structures
The Eight-Step Integrated Global Marketing Communication Planning Process
Step 1. Global Customer/Prospect Databases
Step 2. Customer/Prospect Valuation
Step 3. Contact Points and Preferences
Step 4. Brand or Organization Relationships
Step 5. Message and Incentive Development and Delivery
Step 6. Estimate of Return on Customer Investment
Step 7. Investment and Allocation
Step 8. Marketplace Measurement
Conclusions
Discussion Question
References
7: Implementing the IGMC Strategy
Step 1. Global Databases for Developing Customer Definitions
Level of Data Needed and Database Costs
Types of Data Needed
Analyzing and Understanding the Data
Behavioral Aggregation of Customers
The True Value of the Database
Step 2. Valuing Customers and Prospects
The General Approach to Customer Valuation
The Three Elements in Valuing Customers and Prospects
Product-Use/Product Potential
Income Flows
Behavioral Objectives
Step 3. Contact Points/Preferences
Understand Brand Contacts
Contact Preferences
Step 4. Brand Relationships
Step 5. Message/Incentive Development and Delivery
Media Selection
Relevance
Receptivity
Messages or Incentives?
Coordination
Step 6. Estimating ROCI
The Measurement Process
What Is the Difference Between ROI and ROCI?
The Importance of Measurement Time Frames
Completing the Communication Planning Matrix
Separating Short-Term and Long-Term Returns
Estimating Returns
Step 7. Investment and Allocation
Step 8. Marketplace Measurement
Actual ROCI
Recycle
Conclusions
Discussion Questions
References
8: Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders
Strategic Thinking in the IGMC Mode
Customer and Consumer Mind-Sets Are the Strategic Imperative
Initiative
Concentration
Economy of Resources
Maneuver
Unity of Command
Coordination
Surprise
Simplicity
Flexibility
Communication Strategy: The Need for Organizational Reengineering
Creativity and IGMC
Creativity Templates
The Template in Action
The Three-Step Typology for Application of IGMC Processes
Business Building
Brand Building
Corporate Communication
Conclusions
Discussion Questions
References
9: IGMC Drivers and Agency Interaction
Change Drivers
Cultural Drivers
The Marketing Communication Paradox: Divergence and Integration
IMC Study Findings: The Beginnings
The Integrated Agency Perspective
Media Scenario
Message Incentives
Implications for International Media Research
Conclusions
Discussion Questions
References
10: Investments and Measurements: The Quest for the Holy Grail
A Traditional Approach to Marketing Communication Management
Organisational Factors: Enablers of an IGMC-Friendly Environment
What Type of Management Structure Makes IGMC Work?
A Revised Brand Management Structure
Centralised Marketing Communication Activities
The Market Segment Design
Understanding the Marketing Communication Process
Setting the Budget
From Inside-Out to Outside-In
The Closed-Loop System
Budgeting Approaches in Practice
The Measurement of the IGMC Performance
The Concept and Practical Application of Incremental Revenue to the Firm
Calculating Return on Customer Investment
Measuring Short-Term and Long-Term Returns on Marketing
What Is a Good ROI or ROCI and What Is a Bad ROI or ROCI?
Conclusions
Discussion Questions
References
11: The Way Forward: Overcoming Barriers with IGMC Solutions
Barrier 1: The Transitioning Metaphor
Barrier 2: From Marketplace to Marketspace
Organizational Constraints
Adaptation Versus Standardization
Barrier 3: Internal Organizational Structure
Barrier 4: A Research-Poor Consumer Environment
Barrier 5: Corporate/Marketing Brand Interface
Barrier 6: The Training Investment
Barrier 7: Mind Maps: Strategy and Creativity
Barrier 8: The Agency Interactive Perspective
Barrier 9: Investments and Measurement
The Way Forward
Conclusions
Discussion Question
References
12: Case Studies
The Duality of Boris Johnson’s Political Brand Identity
Political Brand Identity
The Boris Brand
Get Brexit Done
Boris the “Comic” or Boris the “Commander”?
Macmillan Cancer Support: Making Sure No One Faces Cancer Alone, Today or Tomorrow
Summary
Editor’s Comment
Client Comment Carly Wilson, Head of Brand Advertising and Campaign Integration, Macmillan Cancer Support
Introduction
The Story Behind the Brief
Responding to the Brief
Finding the Insight
Bringing the Idea to Life
Broadcast
Fundraising
“Falling” TV ad, February 2013 (see https://www.youtube.com/watch?v=KdWfk_xAMgU)
“Your Not Alone” (see https://www.youtube.com/watch?v=5dOBCFCXmJE)
“Thank You” TV Ad, 2015 (see https://www.youtube.com/watch?v=qp8fmJu1gcU)
Engagement
Partnerships
The Results
TV Advertising Recognition
A Stronger Brand Among Healthcare Professionals
Conclusion
12“We’re Gonna Get Ourselves (Re-) Connected!”—How Can Major Events Such as Euro 2020 Bring Societies Back Together in the Wake of Covid-19—Or—Is the Writing on the Wall?
The Enduring Power of Brands
What are Major Sport Event (MSE) Brands?
UEFA “Euro 2020”
Interconnected Brand Identities and an International Ecosystem
Complexity of MSE Brands
The “Goal” of the Event?
References
De Beers13
Background
Overview
Marketing Objectives
Marketing Communication Objectives
Strategy
Contextual Circumstances
Engagement
Marriage
Other Occasions
Other Jewels
Other Precious Metals
Social Changes
Summary of Marketing Communication Strategic Challenges
Tactics
A Change in Media
Added Production Value
The Brilliant Creative Idea—Intimate Anonymity
Action
Control
Results
Sales Performance
References
Questions
Speeding (New Zealand Transport Agency): Mistakes14
Summary
Speeding Campaign History and Challenges
Campaign Objectives
Our Core Challenge
The Strategy
But Our Greatest Competition Is the Drivers’ Own Experience
People Make Mistakes
The Big Idea
The Creative and Media Approach
Media Approach
Results
Behavioural Impact
Communication Efficiency
Objective 1: Advertising Recall of >15% Within Six Months (Unprompted)
Objective 2: Advertising Relevance of >50%
Objective 3: Top Three Messages Are on Brief
Engagement and Attitudinal Results
Objective 4: Create New Conversations About Speed, Facilitating Broader Ownership of the Problem
Objective 5: Disarm Conventional Counter-Arguments
Objective 6: Shift Attitudes Towards Speed
Calculating the Value of Speed Reductions to Society
Discounting Other Factors
Summary
Leading the World
Behaviour Change Learning
40Tiffany: The Global Way
About Tiffany
Tiffany in USA
Tiffany in China
Tiffany in India
Way Ahead
References
Narellan Pools: Diving into Big Data for Narellan Pools
Summary
Introduction
Background
Demographic Shifts
Housing Affordability
Household Debt
Declining Interest in Pool Ownership
Increased Competition
A Stagnating Market
A Business in Decline
Objectives
Strategy
Creativity and Innovation
Execution
Results
Discounting Other Factors
Promotion
Distribution
Media Spend
Market Growth
Product
Competition
How Does This Compare to Other IPA Winners?
Conclusion
Acknowledgement
Its All About “Co-Opness”
Values with “Heritage”
Values in “Action”
Global Values
It’s the Corporate Values of Course!
Commercialism with a Heart—A Clear Conscience
Stay “True” to Your Values
Guinness: Made of More, 2012–2018
Campaign Details
Summary
Editor’s Comment
Client Comment
The Origins of “Made of More”
The Move to One Global Brand Positioning
Purpose Pays
Challenge 1: The Beer Market Was Declining in GB and Ireland
Challenge 2: The Market Was Shifting to Off-Trade
Challenge 3: The Market Was Increasingly Competitive
Our Objectives
Finding Our Edge
We Needed to Liberate “Made of More” to Play a Role in Culture
The Next Chapter—“Made of More” 2015–2018
“Made of More” 2015 The Rugby World Cup
“Never Alone,” Featuring Gareth Thomas
“The Right Path,” Featuring Ashwin Willemse
Our Final Battleground Was the Physical World
“Made of More” 2016
“Intolerant Champion,” Featuring John Hammond
“Made of More” 2017
Compton Cowboys
Bringing the Cowboys to Our Audience
All Signs Indicate Our Upward ROI Trajectory Will Continue
A Return on Investment “Made of More”
Revisiting Our Objectives
Our Communications Objective
People Loved the Work
“Made of More” Made (More) Waves in Culture
“Made of More” Gives Guinness Permission to Entertain
Our Marketing Objective
Our Commercial Objective
Revenue ROI
Profit ROI
Market Share
Discounting Other Factors
Price
Price Promotions
In-Outlet Activations
Product
Distribution
Number of Pubs
Economy
Spend Level/Share of Voice (SOV)
Conclusions
“Made of More” Work to Date
13: ROCI Investment and Measurement Process: A Worked Example
Complete Spreadsheet on ROCI*
The Basic Concept
Working Through the Return on Customer Investment Spreadsheet: Consumer Product Goods Example
Index