Advertising Workflow Manual Process, Guidelines and Templates

The business that considers itself immune to the Necessity of advertising, sooner or later finds itself immune to business.

Advertising Workflow Manual Process, Guidelines and Templates Table of Contents

I. Process, Definitions, and Guidelines
Introduction .......................................................................................................1 Working with Communication Agencies ...........................................................1 Advertising Agency Assignments.......................................................................2 US Public Agency Assignments ..........................................................................3 US Internet Agency Assignments ......................................................................4 Guidelines .......................................................................................................5,6 Roles and Responsibilities...............................................................................7,8 Process Overview ...............................................................................................9

II. Strategic Tools and Templates

Advertising Strategic Tools and Templates .....................................................11 Research Process ..............................................................................................12 Brand Wheel ....................................................................................................13 Brand Value Ladder .........................................................................................14 Advertising Copy Strategy Platform .......................................................... 15-16

III. Operational Tools and Templates

Tools and Templates Overview ........................................................................17 Annual Scope-of-Work ....................................................................................17 Advertising Staffing Proposal ..........................................................................17 Advertising Work Order ..................................................................................23 Agency Production Estimate ...........................................................................27 Revised Production Estimate ...........................................................................31 Production Schedule ........................................................................................31 Print Specification Sheet .................................................................................35 Print Model/Talent ...........................................................................................39 Production Status Reports ...............................................................................43

IV. Advertising Agency Management Tools

Advertising Agency Evaluation Form ..............................................................47 Agency Client Evaluation Form .......................................................................48 Advertising Agency Pitch Process ....................................................................61 Sample RFP ......................................................................................................64 Pitch Evaluation Forms ....................................................................................68

I. PROCESS, DEFINITIONS, AND GUIDELINES

Advertising Workflow Manual Process, Guidelines and Templates

I. Communication Agency Definitions/Guidelines

Introduction
In order to develop and execute effective advertising campaigns, Company brand managers must manage a matrix of internal and external teams. This can often be challenged by strict production timelines, as well as functional personnel/changes at their agencies. The purpose of this manual is to outline The Companys advertising workflow from both a strategic copy development and operational development view. This manual provides definitions, guidelines, forms and process models to help clarify roles and responsibilities and to offer guidance to brand management in advertising development.

Working with Communication Agencies

Advertising Agencies
The Company maintains corporate relationships with leading advertising agencies, that have specific Company brand assignments. The agencies work under contracts that are updated annually based on individual brand scope-of-work. Brand managers interface with their agencies on an ongoing basis to develop advertising and promotional materials for various customer audiences. Specialized agencies are used for their expertise in specific communication categories. The TFR and/or GBL will direct the brand manager to work with the brand agency on specific deliverables or tactics in an advertising campaign. Usually, the whole brand team, including market research members, is involved in strategic copy development. The Executive Director of Global Advertising functions as a liaison for the brand teams and their agencies. The Advertising Director supports the brand teams by providing agency analysis, coordinating agency evaluations and conducting pitches for new brand assignments or to replace current advertising agencies. In addition, the Advertising Director supports the brand teams by managing the media AOR assignment and screening for new advertising opportunities/channels for Company marketing. Key personnel or resource in advertising workflow: Global Advertising Media Promotional Planning Marketing Operations Production Promotional Review Submission Executive Director Director Executive Director VP Director Executive Director Promotional Review Oversight

Advertising Workflow Manual Process, Guidelines and Templates

Current US Advertising Agency Assignments Brand

A B C D E F G H I J K L M N O

Agency
Professional Professional Professional Consumer Professional Professional Consumer Professional Consumer Professional Professional Professional Professional Professional Professional Professional Consumer Professional Consumer Professional and Consumer Media - Media Agency

Location
Parsippany, NJ Morristown, NJ Morristown, NJ New York City, NY New York City, NY Parsippany, NJ New York City, NY Morristown, NJ Parsippany, NJ Princeton, NJ Parsippany, NJ Parsippany, NJ New York City, NY New York City, NY Princeton, NJ Parsippany, NJ Parsippany, NJ New York City, NY New York City, NY NYC/Parsippany, NJ

Advertising Workflow Manual Process, Guidelines and Templates

Communication Agency Definitions/Guidelines

What
Advertising

Definition
Brand messaging targeted at either Professional or Consumer customers with the purpose of promoting brand benefits to that audience. Usually free standing units of communication vs. embedded in text. Brand or disease state messaging targeted at either Professional or Consumer customers with the purposes of: providing information raising awareness, creating buzz Often embedded within the editorial context of News (TV, Radio, print or webbased) media.

Strategic Application
Deliver marketing objectives that include brand development via customer insight analysis; reaching target audiences with compelling imagery, benefit positioning and specific promotion. Deliver marketing objectives that include extending reach of brand and disease awareness/ information to potential professional or consumer customers.

Tactical Application
Apply pressure to specific audiences with specific measures at specific times in order to deliver strategic positioning.

Public Relations

Articles or mentions in magazines, newspaper articles, TV, radio news. Often uses third party spokesperson as credible mouthpiece (celebrity, opinion leader, patient group leader, journalist, etc.)

Advertising Categories
Professional Healthcare

Definition
Pharmaceutical brand advertising/promotion targeted directly at professional customers (i.e. physicians, nurses, KOLs, etc.) in their professional communications environment. Pharmaceutical brand advertising/promotion targeted directly at diagnosed patients. DTP campaigns can be delivered via patient brochures, direct mail, and internet. These communications are especially valuable in building database and compliance models, since they are targeted at diagnosed patients. DTP is generally not leveraged in mass media venues.

Strategic Application
Generate brand awareness among target HCPs and to motivate use through specific promotional messages.

Unit Types
Detail aids (Slim Jims, flash cards, etc.) rep materials. Journal ads

Direct-to-Patient (DTP)

Reach diagnosed patients currently using our brand or competitive product with relevant and persuasive communications about their disease and treatment options.

Patient education materials brochures, in-office collateral Direct mail and internet channels

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Advertising Workflow Manual Process, Guidelines and Templates

Communication Agency Definitions/Guidelines
Advertising Categories
Consumer (DTC)

Definition
Brand advertising targeted at M ass Market consumer audiences, or audiences comprised of diagnosed and undiagnosed patients. Pharmaceutical DTC leverages traditional consumer advertising media such as broadcast, print, radio and direct mail. It relies on the means, measurements and methodologies of consumer advertising to develop and execute. One-on-One communications of b rand benefit or disease information to professional or consumer customers.

Strategic Application
To extend reach of brand or disease state information to both diagnosed and undiagnosed patients in order to optimize patientphysician dialogue.

Unit Type
Traditional: Journal/magazine ads; :30 and :60 television commercials (branded and unbranded or disease state; :30 and :60 radio spots; OOH (out-ofhome) - billboards, posters, signage, newspaper pages. Non-Traditional: Internet banners and linkage; POP (pointof-purchase); FSIs; inserts.

Direct Marketing or RM, CRM (Relationship Marketing, Customer Relationship Marketing) Internet

Specialized expertise in wired media and creative web execution. Adjunct advertising channel to core brand campaign.

Deliver marketing objectives that focus on specific promotion generating response in order to develop one-toone brand relationship; build compliance and persistency. Extend reach of brand benefit and disease state information to professsional and consumer customers through interactive media. To deliver marketing objectives that focus on generating awareness among key professional audiences such as physicians, researchers and pharmacists.

Mail, phone scripts, fulfillment (DTP/DTC), telemarketing, internet

Banners, links, opt-ins, text surveys

Medical Education

Brand or disease state information distributed as clinical information, updates, CME to professional audiences, including KOLs.

Publications, dinner meetings, symposia and advisory boards. Education materials, clinical reprints, training manuals. Round table meetings, websites, conferences.

Advertising Workflow Manual Process, Guidelines and Templates

Roles and Responsibilities - Strategic What
Marketing Objectives

Responsibility
Brand Management

Role
TFR sign-off

Scope-of-Work

Business Analysis

GBL sign-off

Brand Wheel

Evolved by brand and agency management in conjunction with Market Research.

TFR sign-off

Brand Ladder

TFR sign-off

Copy Platform

Brand and agency account planning.

GBL sign-off

Concepts

Agency management

GBL sign-off

Validation

Business Analysis

Brand management sign-off

Promotional Review

Brand management/ Company Promotional Managers

Promotional Review sign-off

Revisions

Agency management/ Company Promotional Managers

Promotional Review sign-off

Release to Proofreading Promotional Managers Promotional manager Proofreading Proofreading faxes approval to Company production.

Advertising Workflow Manual Process, Guidelines and Templates

Roles and Responsibilities - Operational What
Marketing Objectives

Responsibility
Brand Management

Role
TFR sign-off

Scope-of-Work

Agency management

GBL sign-off; attached to contract

Work order for each tactic

Agency account management

Brand management sign-off

Job estimate for each tactic

Agency account management

Brand management sign-off

Promotional Review Submission

Agency account management with Company promotional planner

Brand management sign off

Production schedule

Company promotional manager/agency production manager

Brand management copied by Company production

Weekly production status reports

Agency traffic coordinator

Agency account management/Company Promotional Manager

Process Overview

Production estimate Production Model Clearance

Print Spec Sheet

Objectives Schedule

Scope-of-Work Status

Work Order for each tactic

Weekly Status

Newark Trade In-market! Revise

Advertising Workflow Manual Process, Guidelines and Templates

9
Concepts Review & revisions Promo Review approval Testing

Brand Wheel Ladder Copy Brief

PromoReview review & sign-

II. ADVERTISING STRATEGIC TOOLS AND TEMPLATES

Creative without strategy is called art. Creative with strategy is called advertising - Ries and Trout

Advertising Workflow Manual Process, Guidelines and Templates

II. Advertising Strategic Tools and Templates

The purpose of the advertising strategic development tools is to provide a standardized basis for our brands to delineate their brand identity platforms. The tools are also provided to assist brand management in defining the customer insights that drive Company branding and copy strategy. All of these tools are utilized by Brand Management, Market Research and Agency Account Planners. There are many other ways to describe branding elements and copy strategy. In fact, most agencies have their own trademarked systems (i.e. Brand Footprint, Copy Blueprint, etc.). We do not discourage the use of those internal agency processes. However, in order to ensure that advertising campaigns are aligned behind a consistent insight-based approach, Company brand managers are required to use the strategic copy development guidelines and tools that follow: Customer Insight - Research Process Outlines patient-physician research steps to develop copy strategy. Brand Wheel A brand identity platform that is unique and own able by your brand alone. Brand Value Ladder This is a simplified visual means to show how the brand delivers its benefits. Value ladders should be constructed for different customer audiences (i.e. professional vs. consumer). Copy Brief This document reflects the customer insight/strategy and is used to develop advertising executions. It should be signed off by agency and brand management.

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Advertising Workflow Manual Process, Guidelines and Templates

Research Process

Patients
Key barriers to treatment identified

Physician
Identify barriers to treatment

Need to identify Unmet Needs & Motivators to Action

Eliminate Disconnect

Upgrade Unmet Need Awareness & Motivation to Treat

Conduct Patient Segmentation & Positioning Opportunities

Conduct MD Segmentation/ Positioning Opportunities

Establish New Brand Platform

Establish New Brand Platform

Campaign & Message Development (DTC/DTP )

Integrated Brand Positioning &Message Execution

Campaign & Message Development

EXPAND MARKET! GROW SCRIPTS!

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Advertising Workflow Manual Process, Guidelines and Templates

Brand Wheel*

Attributes Benefits Values Personality Brand Essence/CPP

What the Brand is. Physical characteristics What the Brand does for me. Rational and emotional expectations, desirable consequence of the attribute. How the Brand makes me feel. The end emotional reward for using the brand.

The image of the Brand, as elicited in human characteristics - it combines rational and emotional perceptions. Enduring core promise of the Brand. A single idea that fuses the key emotional and functional roles of the Brand.
*Based on Consumer/Customer/Competitive insights.

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Advertising Workflow Manual Process, Guidelines and Templates

Product to Brand Value Ladder*

Emotional

Personal Value

How brand makes user feel about themselves.

Emotional Benefit

How brand makes user feel.

Functional Benefit

What product does.

Rational

Feature

An aspect of the product.

*Based on Consumer/Customer/Competitive insights.

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Advertising Workflow Manual Process, Guidelines and Templates

Advertising Copy Strategy Platform Brand

Target Audience Who are we talking to? What is their current behavior and what needs can be exploited?

Consumer/ Customer/ Competitive Insights

What insight do we have into customer behavior and attitude that can effect a change in attitudes and/or behavior that favors our brand, vs. competition, in achieving in its marketing objectives: - Perceived or real weaknesses - Barrier to overcome - Untapped compelling desire/belief What is it the brand needs to accomplish? Increase penetration? Convert competitive users? Stimulate switching? Must be concrete measurable goals. Taken from MPH Plan.

Key Marketing Objective(s)

Brand Vision

Brand Position

MPH positioning statement. To who, vs. what and why (crisp!) Convince (Target) that (Benefit) because (Support)

Copy Strategy

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Advertising Workflow Manual Process, Guidelines and Templates

Copy Message Flow

M&S Model: Impactful

Opening What It Is: (Problem the Brand solves)

Core
Messages (Key functional benefits)

Summary
Call to Action (RTBs, CPP)

Close
Ask for business!

Brand Personality

Does it differentiate the brand and provide the customer with additional reasons to choose our brand? Use words that you would like to describe the traits and values of a friend or family member. Enduring core promise of the Brand. A single idea that fuses the key emotional and functional roles of the Brand. Real, not executional Attach full PI

CPP

Legal/Regulatory Mandates

Agency/Creative Director

Client/Group Brand Leader

Agency/Account Director

Client/Team Leader

Date
16

Date

III. OPERATIONAL DEVELOPMENT TOOLS AND TEMPLATES

I know half the money I spend on advertising is wasted, but I can never find out which half - John Wanamaker

Advertising Workflow Manual Process, Guidelines and Templates

III. Operational Development Tools and Templates

Tools and Templates Overview
These forms actually help managers initiate, execute and produce brand advertising at Company. They also allow for a transparent process that can be monitored, double-checked for progress and clarity of direction by all internal/external stakeholders. Since brand managers must matrix teams from internal and external organizations and because the advertising product is so important to brand building, these standardized forms MUST be used. No exceptions. The following forms are included with examples. Annual Scope-of-Work Advertising Work Order Print Production Specifications Sheet Production Estimate Talent (Model) Approval Production Schedule Production Status Report CTOC Submission Sheet

Annual Scope-of-Work
This document reflects the annual tactical plan for the brand. It is a critical document to brand advertising because it: Is the basis for the advertising agency annual fee and contract. Guides timelines Is a reference point for Finance in the budgeting process. The Scope-of-Work is completed by agency management and approved by brand management. The GBL must sign-off. A copy goes to the Executive Director of Global Advertising and to Finance for attachment to the agency contract file.

Agency Staffing Proposal

This document is completed by agency management. It reflects the agency personnel that will be working to complete the scope-of-work, and is attached to the scope-of-work and agency contract.
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Advertising Workflow Manual Process, Guidelines and Templates

Year

Agency

# of Hours Brand Tactic/Service

Total Fee

19

20

Brand Person Title % of Time

Agency

Year Total Hours

Function

Executive

Creative

Advertising Workflow Manual Process, Guidelines and Templates

21

Administration

Finance

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Advertising Workflow Manual Process, Guidelines and Templates

Advertising Work Order

The Advertising Work Order form will be used by each advertising agency to execute advertising at Company. The purpose of the work order is to provide: Clear direction for the specific advertising tactic Accountability and expectations for completion of the job This form includes the following information: Communication objective Audience Date of use Reference/support Restrictions/mandatories The Advertising Work Order requires a sign-off by brand and agency management to open the job. The agency must provide a revised work order and obtain sign-off as the job evolves. This serves to help track production estimates and budgets.

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Advertising Workflow Manual Process, Guidelines and Templates

Advertising Work Order

Original: Revised: Date:_______________________________ Brand: _____________________________

Agency: ____________________________ Job Initiator: ________________________ FINANCE SYSTEM Project #:_____________________ Agency Acct. Mgr :___________________ Phone #: ____________________________ Phone #: ____________________________

Purpose (Communication Objective ):

Job Description: Provide a brief summary of this job and how it delivers against objectives Audience:

Who is this communication directed to? Timing:

When will it be used? Support:

List or attain clinical references, PI, research study, etc. Restriction/Mandatories:

Identify or highlight (i.e. fair balance) Brand Mgr: ________________________________ Agency Mgr: ___________________________ Signature (date) Signature (date)

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Advertising Workflow Manual Process, Guidelines and Templates

Agency Production Estimate

Once the work order is approved, the agency will generate a production estimate to complete the job. The production estimate is signed-off by brand management. Ball park printing should be included in order for Company production to establish bid prices. The signed production estimate is attached to completed Finance forms - EC and PRFs. EC = Company Event Commitment Form (This is PO, or Purchase Order that can trigger an invoice) PRF = Project Request Form - this opens the FINANCE SYSTEM number The production estimate should reflect the talent model status (buyout or stock). Brand admins are responsible for EC and PRF forms.

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Advertising Workflow Manual Process, Guidelines and Templates

PRODUCTION ESTIMATE

CLIENT:

Company - Brand Company Address City, State zipcode Attn: Contact

DATE AGENCY JOB No. CLIENT No. CLIENT PO No.

06/14/10 15253022 156600

PRODUCT JOB DESC.

Brand Physician Monitoring Chart

SIZE COLORS QUANTITY STOCK No. PAGES

8-1/2 x 11 4/C 13,000 100# Cover 4

DESCRIPTION Separations Telefax Freight/Messenger Design - Canon Color (11 x 17) Design - Disks:ZIP Design - Electronic Mechanicals Design - Conventional Studio Time Design - Electronic Illustration High Res

ORIGINAL ESTIMATE 500.00 25.00 200.00 20.00 20.00 336.00 112.00 560.00

TOTAL: SALES TAX (* denotes taxable item): ESTIMATE TOTAL:

1,773.00 00.00 1,773.00

COMMENTS: Printing 13,000 copies of a 4-page, 8-1/2 x 11, 4/C chart on 100# cover stock estimated at $5000.; vendor will invoice client directly.

APPROVALS: CLIENT ACCOUNT EXECUTIVE BUSINESS MANAGER

DATE DATE DATE

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Advertising Workflow Manual Process, Guidelines and Templates

Revised Production Estimate

Reflects copy/layout revisions Completed by Agency Account Management Sign-off by Brand Management and Agency for approval Update FINANCE SYSTEM allocation

Production Schedule
The production schedule is initiated by the agency production manager in conjunction with Company brand production manager. The production schedule is based on PM (Company Planning Meetings) timing for T1, T2, and T3. All production must align with shipment dates for the meetings. Brand Management approves the schedule.

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Advertising Workflow Manual Process, Guidelines and Templates

Status Report
Client #: 156600 Company Distribution: R Abdul-haqq, P. Bergin, K. Harrington-Smith, M. Grigorieff, K. Kole, G. Olsen, W. Ross, S. Santos, S. Trieu Noesis Distribution: B. Balter, E. Cohen, J. Costa, D. Cunningham, J. Duff, B. Epstein, M. Factor, E. Garcia, M. Kole, M. Macdonald, A. Reich, F. Robinson, F. Roes, K. Schneider, L. Simone, C. Wensberg EN = Estimate Needed NA = Need Approval EA = Estimate Approved EB = Estimate Billed FB = Final Billed n/a= not applicable PO = Awaiting PO

LTR CODE

AGENCY JOB #

QTY

DESCRIPTION

INPUT MTG

COPY DUE

LAYOUT DUE

PREVIEW TO CLIENT

COMMENTS DUE

SUBMIT TO CT

CT REVIEW

FINAL APP.

SUBMIT POST CT

DISK RELEASE

DELIV TO WAREHOUSE

DELIV TO REP MAIL

FIELD FORCE PDI, Nov, Ciba, CV, N2, N3, N4

COMMENTS franshise. Bill Checking w/ Melissa to DDS Harris

Estimate Status

Billing Status

LTR-9462

15252853

3800

1T02 ADA Memo

2/1

2/5

n/a

2/7

2/14

6/26

7/3

7/3

7/3

7/3

TBD

EA

PO

Requested

15253237

TBD

2002 Sales Aid

n/a

6/26

7/1

7/17 6/12 6/13

6/17 6/12 6/13

7/22

7/29

8/1

8/2

8/5

TBD

TBD

TBD

NE

n/a

15253198

n/a

Creative Concept Development

6/5

n/a

n/a

n/a

n/a

6/21

n/a

n/a

n/a

n/a

Testing

6/24-6/28

NE

TBD

TBD

TBD

Training Module #3- Renal

TBD

TBD

TBD

TBD

TBD

TBD

TBD

TBD

TBD

TBD

TBD

TBD

TBD

TBD

n/a

TBD

TBD

TBD

Malocco Marketing Memo

TBD

TBD

TBD

TBD 4/5 4/15

TBD 4/8 4/15

6/12

6/20

TBD

TBD

TBD

TBD

TBD

TBD 200 per rep B&W for Pocket Meetings

TBD

n/a

LTR-1088

15252993

44K

CV Slim Jim

4/1

4/4

4/10

6/10

6/13

6/17

6/17

6/21

7/8

7/2

CV

EA

PO

LTR-8190

15253026

250

CV Slim Jim Primer

4/10

4/30

5/2

5/3 6/3 5/20

6/17

6/19

6/27

6/27

6/27

6/27

7/8

7/2

CV

B&W for Pocket Meetings

EA EA 6/5

PO

n/a

15253130

n/a

M&M Study Name

4/29

5/7

TBD

6/6

TBD

TBD

TBD

TBD

TBD

n/a

n/a

LTR-8179

15253114

1690

10/20 Implementation Guide

4/23

4/26 AM

4/30

5/28

6/17

6/19

6/27

6/27

6/27

6/27

7/8

7/2

N2, N3, N4, CV

B&W for Pocket Meetings

EA 6/5

LTR-9489, A

15253112

TBD

Pharm/Med Alert Teaser and Memo

4/23

4/23 4/25

4/25

5/28 5/13

6/17

6/18

6/20

6/27

6/28

6/28

Waiting for review from S. Cunningham on Med Letter

EA 6/5

CT toe-mail LTR-8191 15253027 TBD 10/20-CV Video CD-Rom 4/9 4/19 n/a 4/22 4/23 6/13 comments TBD TBD TBD 7/2 DM's Taping 6/20 Send to DM's for Pocket Mtgs EA PO

LTR-8188

15253002

58450

HEALTH Business Card BP Monitor

4/3

4/8

4/11

4/15

4/15

6/11

6/13

6/17

6/17

6/18

7/8

N2, N3, CV

ACE

EA

PO

LTR-8185-A

15253003

58450

HEALTH Patient Booklet

4/3

n/a

4/10

4/15

4/15

6/11

6/13

6/17

6/18

6/18

7/8

N2, N3, CV

LPT

EA

PO

LTR-1087

15253004

3507

HEALTH Sell-in Flashcard

4/3

4/9

4/12

4/15

4/15

6/11

6/13

6/17

6/17

6/18

7/8

N2, N3, CV

ACE

EA

EB

5/16

LTR-8186

15253022

11690

HEALTH PhysicianBP Monitoring Chart Now Available 10/20 Rep Business Card Holder

4/3

4/9

4/12

4/15

4/15

6/11

6/13

6/17

6/17

6/18

7/8

N2, N3, CV

4 STAR

EA

PO

LTR-7073

15253006

169K

4/3

4/5

4/9

4/15 4/22 4/8

4/15 4/22 4/15

6/11

6/13

6/17

6/17

6/18

7/8

7/2 N2, N3, N4, CV

EA

PO

LTR-8187

15252977

169K

10/20 Shelf Talker

3/27

4/1

4/4

6/11

6/20

6/21

6/21

6/24

7/8

7/2

On hold

EA

PO

LTR-1083

15252919

5070

10/20 Introductory Flash Card

n/a

n/a

4/1

4/4

4/8

6/11

6/13

6/17

6/18

6/19

7/8

7/2

N2, N3, N4, CV

B&W for Pocket Meeting NEI

EA

EB

C-LTR-1031

15252975

n/a

10/20 Journal Ad

3/27

n/a

4/2

4/4

4/8

6/11

6/13

6/17

6/18

6/19

n/a

EA6/5

LTR-1085

15253010

7500

10/20 Clipboard Insert Update

4/5

n/a

4/11

4/16

4/16

6/17

6/20

6/27

6/28

6/28

7/8

N2, N3, N4,CV, Ciba, PDI

EA

PO

LTR-5027

15253011

42285010/20 File Card

4/5

n/a

4/11

4/16

4/16

6/17

6/20

6/27

6/28

6/28

7/8

N2, N3, N4, CV, Ciba, PDI N2, N3, N4, CV, Ciba, PDI

EA

EB 5/16 EB 5/16

LTR-1086

15253012

8457

10/20 Sales Aid Update

4/5

n/a

4/11

4/15

4/15

6/17

6/20

6/27

6/28

6/28

7/8

NEI

EA

LTR-4030

15252948

169K

10/20 Sticky Pad

4/1

n/a

4/10

4/15

4/15

4/17

6/20

5/3

5/3

5/3

7/8

Ciba, CV, N2, N3, N7 N2, N3, N4, CV, Ciba, PDI PDI, Ciba, CV, N2, N3, N4 PDI, Ciba, CV, N2, N3, N4 Not branded. Do we need to wait for PI? to DDS Harris Waiting for PI. to DDS Harris Waiting for PI. to DDS Harris

EA

FB 5/30

NOV-8051

15253000

75K

ADA Reprint Carrier

4/3

4/9

4/12

4/15

4/16

5/1

5/9

5/13

5/16

5/17

7/8

EA FB 5/15 FB 5/15

LTR- 8169

15252769

75K

02 Weir Reprint Carrier

1/14

1/18

1/23

2/4

2/11

2/13

2/21

2/25

2/25

4/3

7/8

EA

LTR-8170

15252766

75K

02 Fogari Reprint Carrier

1/14

1/21

1/24

2/4

2/11

2/13

2/21

2/25

2/25

4/3

7/8

EA

LTR-8172

15252767

75K

02 Kuschnir Reprint Carrier

1/14

1/25

1/30

2/4

2/11

2/13

2/21

2/25

2/25

4/3

7/8

PDI, Ciba, CV, N2, N3, N4

Waiting for PI. to DDS Harris

EA

FB 5/15

n/a

15252753

e-detailing - Animation

n/a

n/a

n/a

n/a

n/a

n/a

n/a

n/a

n/a

n/a

n/a

EB3/15

Jobs Pending/Hold

LTR-5028

15253173

TBD

Pocket Dosing Cards

5/21

5/22

5/24

5/28

5/28

TBD

TBD

TBD

TBD

TBD

TBD

Pending (T3)

NA

n/a

15252852

n/a

1T02 Flash Sales Watch

n/a

n/a

n/a

n/a

n/a

n/a

n/a

n/a

n/a

n/a N2, N3, N4, CV, Ciba, PDI ON HOLD (was Module #3) to DDS Harris

EA

PO

LTR-8168-G

15253039

TBD

Training Module #4- African American

TBD

TBD

TBD

TBD

TBD

TBD

TBD

TBD

TBD

TBD

TBD

EN

Recently Completed Jobs

LTR-9491

15253181

3750

Pfizer/Weir Marketing Memo

5/24

5/30

n/a

6/3

6/4

6/5

6/13

6/14

6/14

6/17

6/19

N2, N3, N4, CV, Ciba, PDI

EA 6/5

LTR-8185 LTR-8168E,F

15253001

13K

HEALTH Booklet Holder

4/3

4/8

4/11

4/15

4/15

4/17

TBD

TBD

TBD

TBD

TBD

TBD

N2, N3, CV PDI, Nov,Ciba, CV, N2, N3, N4

Cancelled. Close and bill. to DDS Harris Record 5/13

EA EA 6/5

PO

15252969

3800

Training Audiotape #2- Systolic Hyp

3/27

4/15

n/a

4/18

4/22

4/24

5/2

5/7

n/a

5/8

n/a

6/5

LTR-9473, A

15252999

15/6

10/20 Lobby Posters and Banners

4/3

4/8

4/11

4/15

4/15

4/17

4/25

5/6

4/29

5/6

n/a N2, N3, N4, CV, Ciba, PDI

Display 7/15 NEI to DDS Harris

EA6/5

LTR-1084

15253018

7600

Phase IV Clinical Trial Flashcard

4/8

4/9

4/11

4/15

4/15

4/17

4/25

4/29

4/29

4/30

5/22

EA

PO

33

34

Advertising Workflow Manual Process, Guidelines and Templates

Print Specification Sheet

The print specification sheet is triggered by the work order approval. The print specification sheet is issued by Company production to the agency. The agency must complete the form. It accompanies all disk releases to Company production. The print specification sheet details all aspects of print production (i.e. binding, packing, weight, etc.)

35

36

Advertising Workflow Manual Process, Guidelines and Templates

PRINT SPECIFICATION SHEET

Agency Product Job Name Quantity AGENCY BRAND HEALTH SELL-IN FLASHCARD A) 3507 2 Flat Cover Text Other B) S/C Contact Company # Description C) Plus AGENCY CONTACT LTR-1087

PRODUCTION CONTACT

Date:

06/19/10

Agency #

2-SIDED FLASHCARD PI Reqd? Page Cover Finished 8-1/2 x 11" Yes No

Allowable Overs Glued Pocket(s) Recessed Cover

Size: (see diagram)

8-1/2 x 11" (+bleed)

Stock

Colors

Covers Plus:

over

4 sides 2 sides

Specify Spot

Varnish Aqueous

Text Plus:

over Varnish Aqueous sides sides Yes No

Specify Spot

Pre-press

Disk Supplied Add'l Information (scans, etc.) Proofs Blueprints: 2

Bindery

Perfect Bind Fold: # of Folds Tabs:

Wire-O

Spiral Saddle Stitch

Trim

Score Die-cut (show diagram)

Diagram attached Collate (explain below)

Yes

3-hole Drill Mylar reinforce

banks of

Tabs print only/common face Foil Stamp Parallel? Dimension to: Chipboard Glued? R/A? Other Pocket(s) size

Face printing changes each tab

Emboss: Multi-level? Perfs: # of Perfs Pad In Across

Pocket Folder: # of pockets Add'l Information

Packing Other Info Shipping

S/W in Other

3'S

Paper Band in

Rubber Band in

Convenient Lots

Bulk in/cartons

WAREHOUSE

Samples: Agency Company Prod Tracking Coor

25 5 50

Disk Release: Due Date: Partials Est. # Quantity /M Base Price Overs Tax Shipping Total % Yes

06/19/10 07/08/10

No

Printer Quantity Base Price Overs Tax Shipping otal Stock :Covers: Text: Rolls Schedule: Signature 10 %

Est. #

Est. # Quantity /M /M Base Price Overs Tax Shipping Total %

/M

sheets sheets lbs

x x
width

Stock : Covers Text: Rolls: Schedule: Date

sheets sheets lbs

x x
width

Stock: Covers: Text: Rolls Schedule:

sheets sheets lbs

88901/99

37

All Common Colors? Addl Information

Bleeds?

Hi-res art supplied to place Film supplied VENDOR TO CHECK ALL TRAPS & PLACE HI-RES ART. to Agency, 1 to Company Composed Color 1

Number of Pages

Cover has

100# WHITE GLOSS COVER C/2/S

4 C/P O/A O/A

PMS Specify (GL, Dull) Specify (GL, MT, Satin) PMS Specify (GL, Dull) Specify (GL, MT, Satin) Yes, 4 sides No GLOSS

4 C/P O/A O/A

Pre-lim Specs

Final Specs 15253004 1 of

Revised Specs

Comonent

1 % IBC Flush Cover

10

IFC

Same both sides? Yes If No Same both sides? Yes No No

Other

Other No

/M /M

x x
width

38

Advertising Workflow Manual Process, Guidelines and Templates

Print Model/Talent
Agencies are required to supply Company with a list of all models used in ads: Model name Date used Brand name Agency name Agency art director Company will compile a database of all currently used models via this process. Prior to actual production, the agency must screen for model legacy use to avoid category or corporate duplication. A box is noted on the production estimate to indicate buy-out or stock status.

39

40

Advertising Workflow Manual Process, Guidelines and Templates

PLEASE FAX OR E-MAIL THE FOLLOWING INFORMATION TO:

CONTACT Company Corporation Marketing Operations Company Address Company City, ST zipcode Phone: 555-555-5000 Fax: 555-555-5100
[email protected]

__________________________________________________________________

Date: Model Name: Brand: Company #:

____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________

Ad Agency Name: Ad ____________________________________________ Agency Contact: Ad ____________________________________________ Agency Phone #: Ad ____________________________________________ Agency Fax: ____________________________________________

41

42

Advertising Workflow Manual Process, Guidelines and Templates

Models
Date Model Name Brand Company # Ad Agency Name Ad Agency Contact Ad Agency Phone # Ad Agency Fax #

Production Status Reports

The production status report is a useful tracking tool to monitor all brand advertising production activity. This document also helps brand management anticipate production/approval delays and budget overruns. This establishes appropriate expectations with brand stakeholders. Company format issued to all agencies. Status report will be updated by agency traffic coordinator Status report will be used by the brand team and promotional managers for weekly status meetings.

Promotional Review Submission Description Form

All advertising to be submitted for Promotional Review Approval needs to have a Submission Description Form attached. Using this form will help expedite the advertising approval process. It is the responsibility of the Company Promotional Planners to ensure that the forms are completed and attached at each Promotional Review submission.

43

44

Status Report

EN - Estimate Needed EA - Estimate Approved ES - Estimate Sent AN - Approval Needed RE - To be Re-estimated

i l To Client Approval r ti l t l i l i l i li

FB - Final Bill Requested I - Invoice Sent HB - _ Bill Requested

i t Client

Financial Status

Advertising Workflow Manual Process, Guidelines and Templates

45

46

Advertising Workflow Manual Process, Guidelines and Templates

PROMOTIONAL REVIEW PROCESS CHECKLIST

47

48

IV. ADVERTISING AGENCY MANAGEMENT TOOLS

I have learned that you cant have good advertising without a good client and that you cant keep a good client without good advertising.

Leo Burnett

Advertising Workflow Manual Process, Guidelines and Templates IV. Advertising Agency Management Tools
Company advertising agency partners are compensated with incentives based on brand sales targets delivery. They are also evaluated annually by the brand teams in a 360 performance review. The agency evaluation process provides an opportunity for brand management to assess the performance of their agencies in select criteria including account service, creative, research, media, production and productivity.

Process and Forms

In January, the Advertising Director will ask each brand team to submit their annual agency evaluation. Simultaneously, agencies are asked to review client leadership and direction. The evaluations are collected by Advertising for an overall report to Company executive management. Individual one-on-one meetings are held with agency and Company management to go over the performance reviews and establish expectations for the next six months. Mid-year evaluations are meant to serve as updates and to gauge progress to goals for year end.

47

48

Advertising Workflow Manual Process, Guidelines and Templates

Advertising Agency Performance Annual Review

Agency:

____________________________________________________

Brand:

____________________________________________________

Review Period:

___________________ To

____________________________

Reviewed by Company: Name Title Date

Received by Agency:

Name Title Date

49

Advertising Workflow Manual Process, Guidelines and Templates

Advertising Agency Performance Annual Review

I.

EXECUTIVE SUMMARY
Reviewer to summarize overall performance based on ratings and comments.

II.

KEY CONTRIBUTIONS
Reviewer should list real agency achievements that have aided in advancement of marketing objectives.

III.

OPPORTUNITIES FOR IMPROVEMENT

Reviewer to summarize specific areas that agency may improve upon, with examples.

50

Advertising Workflow Manual Process, Guidelines and Templates

Agency Review Definitions of Rating Terms

Rating
5

Description
Far Exceeds Overall Expectations - Agency behavior or performance consistently exceeds expectations for virtually all standards, goals and projects. Exceeds Overall Expectations - Agency behavior/performance consistently meets or exceeds virtually all standards and established goals/projects. Results exceed expectations in several significant accomplishment areas. Meets Overall Expectations - Agency consistently attains most established goals and meets most behavior and performance standards. Lower results in some areas are offset by higher results in others. An agency rated at this level is considered a valued supplier, is meeting job requirements in a competent manner, and is making an important contribution. Needs Improvement - Agency accomplishment in some key areas of the job are below the established goals and behavior/performance standards. A rating at this level requires a formal improvement program (specific improvements targets, coaching, and training as appropriate) to help the agency improve. Unacceptable - Agency behavior/performance results and goal accomplishments are consistently below an acceptable level. The agency should be placed on probation, and given a list of expected improvements to be made by specific dates. The objective is to elevate performance to an acceptable level within a stated period of time.

51

Advertising Workflow Manual Process, Guidelines and Templates

Agency Review Standards of Performance

A. Account Management
Provides strategic input regarding markets/media, environments, and understands medical issues. Develops initiatives to help build our business; pushes envelope. Knowledge of and commitment to the business/products. Assures ideas/recommendations are scientifically sound, have practical value, and impact on the business. Provides a firm point-of-view with rationale for their recommendations. Fosters a sense of partnership with the client. Takes client direction well, directs creative appropriately. Manages the process of setting and adhering to priorities. Adapts to changes in client organization and needs. Inspires confidence in day-to-day administration. Demonstrates fiscal responsibility; provides accurate budget information; monitors costs; gives early warning of cost overruns.

Rating 1 - 5
____________ ____________ ____________

____________ ____________ ____________ ____________ ____________ ____________ ____________

Summary Rating (Average for Category)

____________

Specific examples for the above ratings and comment on Account Team Service:

52

Advertising Workflow Manual Process, Guidelines and Templates

Agency Review Standards of Performance

B. Creative Services
Agency produces fresh ideas and original approaches. Innovation, uniqueness and stopping power are reflected in the final product. Agency accurately interprets facts, strategies and objectives into usable communications and plans. Creative group is knowledgeable about therapeutic area and competitive marketing environment. Creative group works closely with Client on strategic development. Creative team has iterative capability, can adapt quickly to research findings. Creative group produces on time, performs well under pressure. Creative group operates in a business-like manner to control production costs and other creative charges. Agency presentations are well organized with sufficient examples of proposed executions. Agency willingly accepts ideas generated by other Client locations/Agency offices vs. being overprotective of its own creative product.

Rating 1 - 5
____________

____________

____________ ____________

____________ ____________

____________

____________

____________

Summary Rating (Average for Category)

____________

Specific examples for the above ratings and comment on Account Team Service:

53

Advertising Workflow Manual Process, Guidelines and Templates

Agency Review Standards of Performance

C. Research/Strategic Planning
Listens to and empathizes with the clients up-front thoughts and points-of-view regarding brand, customer and business issues. Creates a collaborative environment whereby the Brand Group and the Agency work together as a planning team. Identifies and evaluates market trends and competitor strategies to include strengths and weaknesses. Suggests innovative qualitative and quantitative research projects, copy testing and brand testing studies. Generates brand ideas and develops brand strategies and creative briefs that are customer relevant, solution-oriented and creatively inspiring. Campaigns to keep the essence and spirit of brand/customer relationships alive throughout the advertising process.

Rating 1 - 5
____________

____________

____________

____________

____________

____________

Summary Rating (Average for Category)

____________

Specific examples for the above ratings and comment on Account Team Service:

54

Advertising Workflow Manual Process, Guidelines and Templates

Agency Review Standards of Performance

D. Integrated Media
Presents fresh approaches, which go beyond the expected; recommends new and non-traditional media to address new markets and expanding audiences. Quality of traditional media suggestions (i.e. journals) Phase IV and educational recommendations. Participation/recommendations, regarding any ROI analysis. Effectively deals with the media on our behalf.

Rating 1 - 5

____________ ____________ ____________ ____________ ____________

Summary Rating (Average for Category)

____________

E. Managed Care Focus

Agency knowledge of Managed Care issues. Effectiveness in supporting our needs in this area. Level of initiative shown in making suggestions. Quality of recommendations. Commitment to this area of our business. ____________ ____________ ____________ ____________ ____________

Summary Rating (Average for Category)

____________

55

Advertising Workflow Manual Process, Guidelines and Templates

Agency Review Standards of Performance

F. Production (filled out by Company Print Production)

Adherence to clearance procedures and completeness of copy submissions. Quality of finished product when given responsibility for it. Disks/mechanicals/art prepared to industry standards. Print spec sheet and estimate provided on schedule. Cooperation and assistance in meeting established deadlines, providing requested information, etc.

Rating 1 - 5
____________ ____________ ____________ ____________

____________

Summary Rating (Average for Category)

____________

G. Productivity/SOPs
Agency has validated and accounted for all time spent on assigned projects. ____________ Agency has made an effort to align with benchmarked productivity rates. Agency has been timely and thorough in invoicing fee hours. Agency has been timely and responsible in invoicing OOPs. ____________ ____________ ____________

Summary Rating (Average for Category)

____________

56

Performance vs. Goal

PERFORMANCE STANDARDS Tracking Share Achievement

Target

Advertising Workflow Manual Process, Guidelines and Templates

57

5 = Far Exceeds Overall Expectations 4 = Exceeds Overall Expectations 3 = Meets Overall Expectations 2 = Needs Improvement 1 = Unacceptable

Advertising Workflow Manual Process, Guidelines and Templates

Agency/Client Review

Agency:

____________________________________________________

Time Period:

____________________________________________________

Reviewer:

Name Title Date

58

Advertising Workflow Manual Process, Guidelines and Templates

Agency/Client Review
Agency: _______________ Brand: _______________ Time Period: ________________

Always
1. Brand team provides clear direction, sets objectives, expectations. 2. Brand team provides clear timelines, sense of urgency. 3. Brand team provides thoughtful response to Creative, evaluates against strategic platform. 4. Brand team listens to agency point-of-view, responds respectfully. 5. Brand team encourages agency initiative, pro-activity. 6. Brand team keeps agency informed on issues relevant to performance (e.g. clinical testing, budget, etc.) 7. Brand team works to involve agency as much as possible in all marketing activity. 8. Brand team is timely and upfront in addressing working/personnel issues related to agency performance. 9. Brand team is timely with decisions involving media expenditures. 10. Brand team offers a sense of partnership and teamwork to agency.

Often

Occasionally

Never

59

Advertising Workflow Manual Process, Guidelines and Templates

Agency/Client Review
Agency: _______________ Brand: _______________ Time Period: ________________

1. Additional comments and specific examples for ratings on preceding page:

2. Please identify 3-5 specific positive examples of this in agency/client relationship:

3.

Please identify 3-5 specific examples which provide opportunities for improvement in this agency/client relationship.

60

Advertising Workflow Manual Process, Guidelines and Templates

Pitch Process
For advertising agency pitches we strive to utilize a phased approach in order to maximize:
Strategic vs. executional assessment Exposure to varied top agency talents Opportunities for brand management participation (including global and US teams) The pitch process proceeds as indicated: Phase I Identify agency candidates Select criteria Assess conflicts and brand capability Submit RFP to select agencies, Request: Capabilities Strategic/branding process Case studies Strategic assessment of Company assignment Audience analysis Proposal implementation Require: 2-hour presentation Leave behinds with back-ups Phase III 1 day Phase IV 2 weeks Phase V 1 day Presentations to Company panel. Panel selects 2-3 for Phase IV Creative presentations - 2 hours Copies of work for review/testing Company panel reviews using quantitative measures. Awards business.

Phase II 3-4 weeks

Total time = 6-8 weeks Phase I is provided as an annual overview to executive management. It is possible to collapse Phase III (strategic assessment) and IV (creative execution), but it is not optional. An agency briefing document is provided to the agencies at Phase II, once Confidentiality Agreements are signed. The Briefing is conducted by Brand Management.
61

Advertising Workflow Manual Process, Guidelines and Templates

Roles and Responsibilities
Pitch leader: Key stakeholders: Executive Director, Global Advertising Company senior management: TFRs (Global & US) Group Brand directors and product directors Pitch panel: Market Research (1 US, 1 Global) Brand Management (2-3 US, 1-2 Global) Marketing Operations (1) Sales Management (1)

62

Advertising Workflow Manual Process, Guidelines and Templates Agency Selection Criteria
Several criteria are used to evaluate agencies. The following provides an overview:

Industry Benchmarks
Network Identifies Global Holding company for the agency. Each network represents particular strengths/weakness in the marketplace - and, they are all tracked in industry reportage, Dow Jones, NASDAQ, etc.

Income; % Change Total agency revenues. We look at these measures to assess agency strength and growth - as well as its size. The size can reflect on internal agency resources/capacity. Billings; % Change These figures, when viewed against income, provide an idea of agency profitability. This can also point to agency stability and depths of its resources. Too much profitability may also indicate potential service issues. FTEs; % Change Key Accounts Reinforces growth and stability indicators at the agency. Identifies which businesses are critical to the agency, and also provides insight into their capability or creative pool, by observation of brand campaigns.

Subjective Benchmarks
US/Global We are interested in agencies that can serve our brands all over the world, in order to better align branding/communications and to optimize marketing efforts. This gives us an idea of the agencys capacity to drive big, brand successes.

# Blockbusters

# Brands > $500 mm Reflects on agency ability to manage large brands with multiple constituencies, and multi-level client teams. Awards/Marquis Personnel Indicates agencys ability to attract top creative talent.

Integration Partners Allows us to consider who and how well they integrate with multiple agency partners and marketing suppliers - and to judge the quality of this important capability.

63

Advertising Workflow Manual Process, Guidelines and Templates

Executive Director, Global Advertising

Company Corporation One Company Address Company City, STATE zipcode Tel 555-555-5500 Fax 555-555-5100 Internet:[email protected]

SAMPLE RFP

Agency Address City, State Zip Attn: Director of Client Services Dear XX: The Company is conducting a review of Advertising Agencies to develop and execute advertising for its (brand). This will be a global assignment with emphasis on US execution followed by a global rollout in various countries. REVIEW PROCEDURE OVERVIEW The procedure that will be followed in this review is outlined below: 1. 2. Agencies will provide a capabilities review in response to this document by (date). Select Agencies will be briefed and requested to provide presentations to a panel of marketing executives here at Company the week of (date). Award Agency to begin work date, with initial goal of in-market testing by (date).

3.

Company will reimburse the Select Agencies for their creative presentations in the amount of $10 - $20K. REVIEW PROCEDURE DETAILS The first deliverable from the Agency should include the following components: 1. A brief review of your agencys credentials including a statement about what it is in your agencys experience, resources and professional accomplishments that makes it especially well-qualified to handle (brand).
A description of the internal processes that your agency follows in developing and evaluating advertising campaigns.

2.

It is important that you describe how the various disciplines in your agency (account, creative, planning/research, media, etc) integrate with each other in these internal processes and also how you organize yourselves to provide seamless and proactive interaction with your clients as those processes evolve.
64

Advertising Workflow Manual Process, Guidelines and Templates

The description of internal processes and how they interact with your clients should be illustrated by: - Your point of view about the nature of the targeting and messaging issues that currently face pharmaceutical brands like (product) as they attempt to reveal their brand essence and benefits to their audiences. - A discussion of how these issues would affect creative and media strategy development for (product) communications in the future 3. A presentation of Advertising and other communications materials/programs developed by your agency that illustrate solutions in situations that you believe to be analogous to those faced by (product). For each of these advertising/communication solutions that you describe, we would like to know the kinds of benefits that accrued to your clients as a result of this program. The Company panel would also like to receive a written document for subsequent review that would cover the these topics: - A list of Global and US clients and the specific advertising assignments your agency has from each client. - A list of your five largest clients and the approximate proportion of your total gross billings provided by those clients in 1999, 2000 and 2001. - A list of the advertising accounts and total billings gained over the last three years. - A list of the advertising accounts and total billings lost or resigned over the last three years. - A description of the work histories of the key individuals that you have designated as those who would work on Company/(brand). - A brief summary of how you would serve a Global client based in Europe with the US as the key growth market. The Company will choose three or four finalist agencies to make a second presentation to a larger group of Company executives. These final presentations are currently scheduled for the (date). You will be asked at the second presentation to briefly represent the credentials of your agency and to present an overview of the advertising and communications programs you would recommend for (product). If you are interested in participating in this advertising agency review, please let me know immediately. In addition, if you choose to participate, please return the attached confidentiality agreement by return overnight mail. We will forward an information packet to you that contains backgrounding on the product and its campaigns to date. We look forward to hearing from you, and to a mutually rewarding experience in the process. Best regards,

Executive Director, Global Advertising

65

Advertising Workflow Manual Process, Guidelines and Templates SAMPLE

Agency Pitch Agenda

Agency
Agency A Agency B Agency C Agency D Debrief

Time
8:00 a.m. - 10:00 a.m. 10:15 a.m. - 12:15 p.m. 12:30 p.m. - 2:30 p.m. 2:45 p.m. - 4:45 p.m. 5:00 p.m. - 6:00 p.m.

66

Advertising Workflow Manual Process, Guidelines and Templates Pitch Day Information
Process Overview
Agency evaluation forms are attached. These forms are meant to help you assess each agency individually. In the debrief, we will calculate the scores from each of your individual assessments in order to compare all four agencies on each criteria. Once an overall chart is completed, we will begin our final round of discussion. If you currently work with one of the agencies, your point of view may be leveraged by the group on specific agency performance.

The Evaluation Forms

Fill out each agencys evaluation immediately following their presentation. Your impressions should be clearest regarding their individual approach then. There are three key evaluation sections: Market knowledge Brand recommendation Agency dynamics Each section contains 5-6 criteria to evaluate on a 1-5 scale. Thinking points are also indicated for each criteria for you to consider when scoring. Please include the TOTAL for each section in the lower right corner. When filling out the forms, use your best judgment, based on your own experience. (Hint: Be spontaneous and instinctive.) The final matrix score will help guide our debriefing discussion - but may not necessarily determine the winner.

67

For this presentation, use a scale of 1-5 to reflect your perception of the agencys performance in each area. A rating of 1 means no ability, a rating of 5 reflects outstanding ability.

MARKET KNOWLEDGE 1 2 3 4 5

1. Demonstrates understanding of product and category dynamics

Advertising Workflow Manual Process, Guidelines and Templates

68

2. Demonstrates understanding of clinical issues, rules and regulations

3. Grasp of competitive environment

4. Clear definition of professional target

5. Clear definition of patient target Total

TOTAL MARKET KNOWLEDGE