Effectiveness should not be something that is only considered during the effectiveness awards period but something that is continual within Marketing or at agency level, something that is used internally to help form future strategy to the benefit of the brand. There are many definitions of effectiveness within our industry, but from our viewpoint effectiveness should be about focusing your creative strategy to meet commercial objectives from the very start of the creative process.
Here are some tips to help you integrate effectiveness into the culture of your organisation and for crafting great Effectiveness cases.
1: Invest the time upfront to understand the business issue. It is wise to be sceptical about what is initially presented to you as the problem. You need to satisfy yourself before setting objectives.
2: Make sure that you set objectives that are realistic and achievable within a specified time frame. The brand objectives at the highest level should be set at a commercial level. This would mean defining shareholder value, profit, revenue or market share objectives (for a non-profit or government brief we would rephrase commercial into ‘saving to the economy or Society’). You should always have clear and timed objectives at a:
- Commercial level (Shareholder Value, Profitability or Revenue)
- Marketing (Penetration or Frequency, not both as each will have different strategies)
- Communications (What is the role for Comms? Identify the key metrics)
Ideally, these should all ladder up to the Commercial Objective so that each objective is linked.
3: Focus your strategy needs to be directed on meeting these commercial objectives and then work its way down through the marketing and communications objectives.
4: Collaborate. The days of a single planner (strategist) working on the entire brief are gone, now one has many types of planner all working on the similar briefs. So, one needs to work together with the rest of the stakeholder agencies to meet the clients top line commercial objectives, otherwise more than often the strategy is not cohesive and tends not to maximise ROMI.
5: Get into the habit of articulating your strategy from the top line business objectives to either the overarching brand/creative idea or if possible, at executional level. This StratMap will help you in deciding which metrics are key to creating your dashboard.
6: Create a holistic dashboard within your agency that is relevant to your brand strategy. This will most likely be different to the dashboard created by the other stakeholders. Ideally you will want to work together with the rest of the stakeholders to something that takes into account the key metrics to demonstrate effectiveness across the macro level strategy.
7: Conduct creative and business reviews at the same time; so that when one has assessed the quality of the creative work, one also has an understanding of how the client business is performing.
8: Demonstrate the commercial value of your creative output to your clients on a regular basis and then work with your client to showcase the brand’s success with award submissions
9: Learn. Learn from the journey taken above to help the brand grow by taking to account all the learning from your effectiveness process.
10: Use effectiveness to help your agency win new business. Or if you are in Marketing, to ensuring the Board, Finance and Procurement better appreciate the commercial value generated by Marketing. If your award submissions take account of the process above, you should have the fuel to help Marketing demonstrate success to the Board in the right language.
About Gurdeep Puri
Founding Partner of The Effectiveness Partnership – United Kingdom
Before starting up The Effectiveness Partnership, Gurdeep Puri and his co-founder Janey Bullivant both worked at Leo Burnett, where Janey was a Planning Director and Gurdeep was Head of Effectiveness. One of his primary responsibilities was to help embed effectiveness into the culture of the agency. He has worked across Leo Burnett’s businesses including Kellogg’s, Procter & Gamble, McDonald’s, Fiat, Heinz, Morgan Stanley, John West, Holiday Inn, Nintendo, Barclays and the COI.
He has personally won 5 IPA Effectiveness Awards (including double Gold in 2006), and 11 European Effectiveness Awards, including 3 Golds. The Effectiveness Partnership has helped its clients win over 25 Effectiveness Awards globally. He has worked with industry pioneers such as the late Dr. Simon Broadbent, and is a former member of the IPA Value of Advertising Group and IPA ROMI committee. He also runs workshops at the IPA, APG and the EACA on Effectiveness Strategy and Econometrics. He was part of the pioneering IPA Data Bank analytics group and was also involved in leading the IPA VAG Industry Effectiveness research project. Gurdeep is an international speaker on the topics of Communications Effectiveness and has represented the UK and European industry at conferences globally.
Gurdeep is a qualified econometrician and previous to his career in marketing he worked in research and the financial markets.
Originally posted on: ANFOeffekt: Top 10 Tips | ANFO