Lecture 2: Managing marcoms activities

Overview of marcoms
management

Marcoms agencies

Environment factors
affecting marcoms
 Planning

Evaluation Organizing

Marcoms
management

Monitoring Resources
and Control allocation
Key issues
Demographics
Insight
Journey and touchpoints
Experience
Brand POD, Brand essence Target …
Branding objectives ST-LT
Engaging brand story with
audience
consistency, & coherence

KPIs & BRAND

Creative Creative brief,
Budget content Big Idea
Emotional/ Rational/Shared values appeal
Message execution
…
Budgeting
Sales performance
Communication impact
Data & tools measurement
Media &
tools Media performance: reach, cost, interactivity, affinity…
Timing and integration
…
Majors actors
Target audience

Media Support
channels services

Client / brand Agencies

Client / brand

• Individuals, organizations, businesses…

• Manufacturing/ service
firms • want to connect with some target audience
• Retailers, wholesalers
• Government and social
organizations Scope of work?
• Others What do they
Short term?
need?
Long term?

7
 Communi-
cation KPIs & Budget In-house
objectives
Client / brand
takes decisions

Media
Creative
selection & Agencies
ideas
timing
 Cons
Pros
 Lack of professionalism
☺Control
In-house  Lack of creativity
☺Understand problem
communication
 High subjectivity
☺Cost savings
 Low motivation to work
☺Not for profit
Hire agencies or not?
Scale/scope

Budget

Products / Industry

Role of IMC in the marketing mix

Marketing organization
Marketing communication agencies

• Communication services agencies (advertising, digital, event, PR, …).

• Distinct expertise depending on the service provided.
• Consulting creative solutions and advising / conducting execution activities

Solve the problems of the BRAND (Client) with creative communication solutions.
 Agency talents

Arts Copy writer Planner

Photographer Analysis Other skills

 Media

Channels to deliver
message to the audience

Traditional Modern Paid / Owned / New media

Mass media Digital, Internet Earned / shared Individual (KOL…)
Outdoors Mobile media Retailer, community
… …
Specialized service firms
• Provide support services
• Information (research)
• Skills and techniques
• Equipment
• People

• Participate in planning,
production, execution &
evaluation of campaigns
Work flow in marcom activites
Organizations and businesses with
communication PROBLEM or OPPORTUNITY

Communication Objectives and Strategies

Client brief

Client/Brand Agencies
Marketers Ad, PR, event agencies
Production house,
SP agency; DM agency

SOLUTIONS (Planning, communication program)

TARGET AUDIENCE
 Client Agency

• Leading and
executive role ➢Operational role
• Decide all issues ➢Fulfill the
related to the requirements and
communication goals of the client
process

Legally binding: Contract and terms agreed

between the two parties
Flow of coordination among client-agencies
Media brief
Client brief
Client/Brand
Creative brief

proposal
IMC plan Media plan

Marketing Media agencies &

communication Creative idea development & and media service
agencies execution, media booking/buying agencies

Creative
Creative brief

Creative
Creative execution Media booking/buying
agencies,
production
house
 Roles of agencies
Agencies are the payee, so the pressure is on them to deliver. They need to:
• Ask the right questions to familiarize with the brand and business context as quickly as possible.
• Provide innovative, creative ideas and tactics to make the brand standing out from the clutter.
• Proactive AND responsive to deliver a great customer experience.
• Provide personnel with the right expertise and skills to deliver top quality work.
• Set a clear goal with a commitment to the level of success.
• Be honest about expectations, progress, response times, and deliverables. Having early conversations can
help set the stage for success.
• Work strategically and respectfully to agreed budgets and be completely transparent and proactive when
projects/work are out of scope.
• Admit mistakes as they happen - because they will - and learn from them.
• Demonstrate flexibility in being able to respond to changing priorities and business opportunities.
• Work as an equal partner, not just an order taker. This means there will be disagreements and arguments in
the relationship and as long as the goal is the client company's success all is well.
 Roles of the client
As the client, firms are the paying party but that doesn't mean they just wait for success. Clients need to:
• Completely participate in the process of developing communication brief so that the agencies can access the
information needed to learn about businesses and brands.
• Set a clear goal with a commitment to the level of success.
• Committed to always be ready and collaborate with its employees.
• Provide honest feedback on products (proposed) delivered. If you like, speak straight! If you don't like it, speak
out, - and providing time for consulting firm / communication service to refine and bring what businesses want,
especially in the first steps to deploy.
• Respect the budget and the scope of the project agreed and understand that if the business wants to achieve a
large result, it must be spent in accordance with the existing or additional agreement.
• Admitting that mistakes will happen to both sides and most will easily overcome.
• Understand that service providers are outsourcing partners, they also serve other customers. The best service
firms will make customers feel like they are the only customers, but it cannot always respond in every situation.
• Exchange everything with the account manager if you feel not listened or uncomfortable with a proposal.
Professional companies have a leadership team that can intervene to help everything back in the right direction.
• Open and absorb new ideas, breakthrough thinking. Although at the end the enterprise can decide in an
inappropriate idea, but it still should encourage agencies to bring new proposals and ideas.
• Choose a service firm that you consider to become an important partner in the business - they will become so!
 Reasons for Client- Agency’s “break-up”
Declining
Poor results revenue, scaling
down

Ineffective self Payment or

communication benefit conflicts
Agency Client
Customers too Change in
demanding strategy

Value and Change in

priority conflicts personnel
Shift in client-agency relationship

Building a marketing organization that drives growth today

Thomas Bauer, Jason Heller, Jeffrey Jacobs, and Rachael Schaffner, “How to get the most from your agency
relationships in 2017,” February 2017, McKinsey.com.
Building a marketing organization that drives growth today
Thomas Bauer, Jason Heller, Jeffrey Jacobs, and Rachael Schaffner, “How to get the most from your agency
relationships in 2017,” February 2017, McKinsey.com.
Overview of marcoms
management

Marcoms agencies

Environment factors
affecting marcoms
 Research
Planning

Various ➢ Advertising
marketing, ➢ Sales promotion
Creative strategy
➢ Direct marketing
& tactics communication, ➢ Packaging
and research ➢ Public Relations
services ➢ Personal Selling
➢ Point of Purchase Display
Production ➢…..

Media Selection
/Booking Buying
Create, execute and analyze results of
market research conducted through
surveys, in-depth interviews, phone
interviews, etc.
- Brand strategy consultation
- Create, plan, manage and
evaluate branding effectiveness
- Deal with communication crisis
- Develop creative messages
- Work with branding agency in
building brand identity system
- Produce visual products like TVC,
online video, product packaging,
poster, flyer, brochure, banner,…
- Create contents that match with up-to-
date technology, help businesses
maintain and promote their brand to
target customers
- Optimize user experience across
different digital platforms and
continuously evaluate the
effectiveness of each activity through
analysis of collected data
Coordinate media presence to
ensure they reach the right
people, at the right place, at the
right time.
In charge of staging, filming, post-
production, ... materializing the client's
idea or concept that has been
developed before.
There are also cases where the
production house works directly with
the client or agency from the big idea to
the final product
Maintain the client's reputation and
good relationship with customers,
shareholders, the press to the
government
Organize or sponsor charity events,
product launches, celebrations
Brand activation is through creating enjoyable
experiences that encourage customers to
interact with the brand and try out a product
or service.
Activities: billboards, product introduction
booths located at supermarkets, roadshow,
interactive games
Agency selection

Resources Expertise

Reputation Compatibility
(brand) (Similarity)

Cost
 Credibility

Relevance Efficiency

Clients, Competitiveness
Partnership
network

56
Expertise Marketing: understand objectives and needs of
client’s customers, industry and competitors

Content creation: capacity of the creative team,

quality of previous campaign, cultural values and
insight understanding, …

Media planning: relationship with media

supply/ownership organizations, understanding of
medium characteristics and media market, cost of
booking/buying media, effectiveness in media
planning
Organization and control: the ability to track
campaign progress, coordinate departments,
resolve conflicts, keep customers' information
confidential, dedicated to work, save money for
customers, ensure goals achievement
57
 ACCOUNT / CLIENT SERVICES
Account/Sales/BD/
Customer service Consultant

PLANNING &
BOD ANALYTICS Strategic/
CEO, Founder Strategic planning Planner

CREATIVE & COPY & TECHNOLOGY &

• Director (8-10Y) DESIGN CONTENT PRODUCTION IT, Developer,
• Head of (5-7Y) Tester, BA, DA…
• Manager (3-5Y) DOP, Cameramen,
MEDIA Post Production,
• Team Leader (2-3Y) OTHERS
SUPPORT PreProduction,
• Senior (1-2Y) BD,
Production
• Junior (3-6M) Marcom
Manager...
• Intern Innovation
Cutting complexity, adding value,
Boston Consulting group, 2013
Cutting complexity, adding value,
Boston Consulting group, 2013
Overview of marcoms
management

Marcoms agencies

Environment factors
affecting marcoms
Technological impact

Fill, Turnbull, 2023. p.26

Cultural impacts

• Customs
• Norms
• Values
• Languages
• Symbols
• …
 Legal impacts
Products can/cannot be advertised

Message content censorship

Allowed media

Allowed number of advertisements

Use of foreign language

Comparative advertising
➢ In the UK, Greece, Belgium, ads directed at
children are restricted Domestic or international agencies
➢ In Quebec, Sweden, Norway, it is illegal to
advertise to children under 12 years old
Tax on advertisement
Social responsibility

• Businesses use advertising to drive customers

to buy and consume unnecessary products?
• Marketing communication abuses influence on
young people?
• Marketing communications drives society
toward materialism?
• Marketing communication promotes low
aesthetic or vulgar values (cultural pollution)?
State regulations on marketing communication
• The Government performs the national unified
administration of advertising activities.
State regulations regarding
• The Ministry of Culture, Sports and Tourism is responsible marketing communication activities:
to the Government for overseeing the legal compliance of
- Law on Advertising No.
advertising activities.
16/2012/QH13, supplementing and
• Ministries and ministerial-level agencies shall, within the perfecting regulations on advertising
ambit of their tasks and powers, coordinate with the activities
Ministry of Culture, Sports and Tourism in performing the
- 37/2006/ND-CP Detailing the
state administration of advertising activities.
Commercial Law on sales
• People's Committees at all levels perform the state promotion activities.
management of advertising activities within their respective
localities according to their competence
State regulations on marketing communication
• The Government performs the national unified
administration of advertising activities.
State regulations regarding
• The Ministry of Culture, Sports and Tourism is responsible marketing communication activities:
to the Government for overseeing the legal compliance of
- Law on Advertising No.
advertising activities.
16/2012/QH13, supplementing and
• Ministries and ministerial-level agencies shall, within the perfecting regulations on advertising
ambit of their tasks and powers, coordinate with the activities
Ministry of Culture, Sports and Tourism in performing the
- 37/2006/ND-CP Detailing the
state administration of advertising activities.
Commercial Law on sales
• People's Committees at all levels perform the state promotion activities.
management of advertising activities within their respective
localities according to their competence