Advertising [Planning] School On The Web
The results of the latest assignment from A[P]SOTW – or the Advertising [Planning] School On The Web – are in.
This initiative is run by a team of senior planners from across the world. They post challenges for up-and-coming planners and marketers - or, in fact, anyone with an interest in smart ideas and communications – and have the entries judged by a heavyweight group of marketers and strategy experts. Warc teamed up with the School a few months ago to help promote the challenges.
You can view the previous challenge we helped out with here. Over to Gareth Kay and the feedback from the latest assignment!
The brief was an exercise in the often overlooked art of defining the problem to be solved and therefore the role for communications.
Imagine you are at your desk and your phone rings.
It's the new CMO of Kiehl's, a wildly successful brand of stripped down cosmetics. Its success has been built through great word of mouth and their habit of giving free samples; there has been little, if any, 'traditional' paid advertising.
But sales have slowed. The CMO believes it's time to invest in marketing communication. And he wants your agency to tell them - and the management team - if you believe they should invest in marketing communication and why.
You have no more than 10 minutes on a conference call to make your case. Your answer to this question will determine whether conversations continue. They are talking to 12 more agencies. What would you say?
We got 14 entries. What follows are some macro points that the illustrious judges – Rob, Andrew and David – and I observed.
We did decide there was a winner – Lizbeth Pal, well done. It felt the most credible articulation of the business problem and how comms could address it.
Here's Lizbeth's entry:
How marketing communications will help solve the problem
How might a Kiehl's marketing communications campaign look?
Example: ‘The Sample Push'
Thanks to all those who took part and thank you to the judges for their time and clarity and usefulness of feedback. - GK