Un print de-l facura Vlad & Ovidiu pentru UniCredit. Ne place sa fim aducatorii de vesti bune din sistemul financiar-bancar. Nu de alta, dar sunt rare. Si, ca tot veni vorba, condoleante si voua pentru TVA, bonuri de masa si drepturi de autor.
Iata un articol despre un studiu tres interessant:
"Perhaps the Belgians Were Right… New Research Shows that Agencies Paid for Pitches are more Successful
Earlier this year, 27 Belgian agencies staged a “strike” to draw attention to the cost of new business pitches and to emphasize the need to be paid for pitches. Now there is new research to demonstrate that there may have been method to what seemed to some like Belgian madness.
Vale International Ltd., a global advertising consulting company with talent and resources in 75+ countries, has just announced results from an extensive analysis of new business practices among independent advertising agencies on six continents. The study, carried out in March 2010 as annual benchmarking data, surveyed 320 offices representing 12,800 employees.
According to Jorg Borgwardt, Managing Partner of Vale International, “One of the most interesting findings is that agencies which insist on being paid for the pitch average a 57.8% success rate. Those that did not ask for a fee had a success rate of slightly fewer than 10%. To the best of our knowledge no other study has uncovered this."
Si o ciresica pentru tort din acelasi articol:
"In 2009 procurement officers took over making 77% of decisions for agency revenue. But Borgwardt raises an interesting issue: “If only 26% of them took part in setting the pitch parameters; how can the others price what they didn’t brief?"
“Vanzarile” si “distributia” s-au dus cu precadere la BigFour.
Iar “marketingul” si “comunicarea” a mers mai degraba la Massive Attack. Am strigat “Cine n-a scris sau n-a modificat niciodata un headline sa ridice mana!”, dar - dupa cum ma asteptam – nimeni din multime n-a ridicat-o; in mod evident nu era cazul.
La afterparty, Craciun a furnizat “the comic relief”, intervenind in pozele fanilor alaturi de indragitii lor artisti. Mai jos, Xmas stricand un foto-session cu dl. Grantley Marshall (aka Grant - nu cel de la Ursus – aka Daddy G)
Recruteaza pentru departament, inspira, indruma, motiveaza, face strategii, da interviuri pentru presa de specialitate, injura, se tranteste pe jos, aloca oamenii pe conturi, face alegeri grele, tot tacamul.
Are pitch duminica, de la 21.30
Daca vreti si voi un tricou, adresati-va lui Matache, omul care tocmai a reconstruit minutios - si absolut exact - vechiul, originalul, istoricul ambalaj de Carpati. Pentru ca da, Romania de fapt mai are o mega-marca in afara de Dacia, dar lumea inca nu are “ochi de vazut” treaba asta.
In viitor, spoturile vor fi oricat de lungi si oricat de ieftine, comunicand oricat de multe branduri.
Totodata, video-ul de mai sus ofera si un raspuns inedit la intrebarea “oare cum as putea avea branding permanent intr-un spot tv, altfel decat printr-un colt intors sau un scroll in subsolul ecranului?”
