Big Opportunities. Big Ideas.
Agenda What’s a Cheil? Building a leader A few cases Some observations Q&A
Who is in the room?
Robert Schulman Chief Operating Officer Passion for: Music
Melissa Pordy Director-Media Investments Solutions Passion for: Shopping
Tom McManus Creative Director Passion for: Art
Chris Boak Director- Business Development Passion for: Raptors
Mark Kronenberg Director-Integrated Solutions Passion for: Questing
Jennifer Barba Account Supervisor Passion for: Gardening
Who is in the room?
Robert Schulman Chief Operating Officer Passion for: Music Passion for Ideas
Melissa Pordy Director-Media Investments Solutions Passion for: Shopping Passion for Ideas
Tom McManus Creative Director Passion for: Art Passion for Ideas
Chris Boak Director- Business Development Passion for: Raptors Passion for Ideas
Mark Kronenberg Director-Integrated Solutions Passion for: Questing Passion for Ideas
Jennifer Barba Account Supervisor Passion for: Gardening Passion for Ideas
About us Cheil Worldwide Founded in 1973 36 offices across the globe Over 1,500 employees worldwide Over 200 awards in world-class creative competitions Ranked 17 among worldwide ad organizations
What’s a Cheil? Cheil means… □ Great people □ Number one □ Eternal hope □ Passion for ideas □ None of the above
What’s a Cheil? Cheil means… □ Great people X Number one □ □ Eternal hope □ Passion for ideas □ None of the above
What’s a Cheil? Cheil means… X Great people □ X Number one □ X Eternal hope □ X Passion for ideas □ □ None of the above
Closer to home‌ Cheil Worldwide/North America Founded in 1992 5 offices in North America New Jersey California Texas Canada Mexico 115 employees Ranked #68 among US agencies
What we do Advertising Business-to-Business Business-to-Consumer
Interactive Marketing Channel Support Event Marketing Field Marketing On-line Education Collateral
Media Engagement Planning Buying Stewardship
Retail Experience Mgmt Strategic Planning Market Research Account Planning Experiential Planning Connections Planning
Some of our associations Action for Children's Television
All Kinds of Minds Institute
American Business Press
American Heart Association
Aseptic Packaging Council
NY Zoological Society
Democratic Party (DNC)
National Kidney Foundation
AAAA
Coalition for the Homeless
Cooke Center for Learning and Disabled American Guide Dog Association
Our clients in North America
Our clients around the world
How the industry sees us
Philosophy First, and foremost, ideas. Ideas that are fresh, startling and activating. Ideas that viscerally and emotionally engage our target audience. Ideas that bring about the desired attitudinal and behavioral change. Ideas that noticeably impact our clients business.
From Philosophy to reality
Passion for Ideas
Spirit Principle & Attitude
IDEA IDEA Engineering
Substance
Process & Competitive Edge
Idea Engineers
Collaborative core team approach
• • • • • • • • •
Account Management Events Marketing Channel Marketing Creative Client Interactive Media Investment Solutions Public Relations Integrated Solutions Group
Activating Ideas
Smart Business Solutions
How we think and work Brand Management
Feedback ROI
5 Main Tasks
Communication Strategy
of Marcom
Creative Development
Communication Channel Planning
How we think and work Brand Management
Feedback ROI
IDEA Engineering Cycle
Creative Development
Communication Strategy
Communication Channel Planning
Gaining knowledge/developing insights Brand Management
Feedback ROI
IDEA Engineering Cycle
Creative Development
Communication Strategy
Communication Channel Planning
Turning insights into strategy Brand Management
Feedback ROI
IDEA Engineering Cycle
Creative Development
Communication Strategy
Communication Channel Planning
Generate channel mix, engage consumer and develop communication campaign Brand Management
Feedback ROI
IDEA Engineering Cycle
Creative Development
Communication Strategy
Communication Channel Planning
Turning strategy into magic! Brand Management
Feedback ROI
IDEA Engineering Cycle
Creative Development
Communication Strategy
Communication Channel Planning
Metrics for success Brand Management
Feedback ROI
IDEA Engineering Cycle
Creative Development
Communication Strategy
Communication Channel Planning
Listening
Understanding
Solutions
Listening
Understanding
Product Client
Solutions
Immersion CL
AM
AP
ME
Briefing CR
PM AM
AP
ME
CR
Marcom
AM
Insights
Creative Development
Media/ Channel plan Development
AP
AP PM
AP MP
Imagination
Creative Team Review
EX
AM AP ME Agency CL Briefing CR EX PM
AP ME AM
PM AM Contact Report
AP
ME
EX Strategy/Brief Collaboration
AM
AM ME CR
EX
PM AM
AP
ME
CR
Presentation: Review Creative Business Solutions EX
CL
AM
AP
ME
CR
AP PM
Team Kick-off
Creative Brief Approval EX
CL
Impact Launch metrics plan AP AM
ME
What we have learned building the world’s largest electronics brand
What we have learned building the world’s largest electronics brand
Only the paranoid survive When norms change, opportunities increase Never lose sight of the last three feet of the sale Magic of the product People are about passions…not just features Be felt as well as heard From monologues to conversations Selling versus buying
Ideas at work Power Partner Program: CRM works Blueseat: Engaging the hearts, soul and mind C/NET: Dealing in digital real estate
P3-Power Partner Program
Objectives:
Increase sales with the existing resellers Attract new resellers
P3-Power Partner Program
Key Insights: Most of the competition has SPIFF and reward programs. Resellers are looking for partner companies that understand their needs: worryfree product and product support.
P3-Power Partner Program
Solution:
Develop easy to understand messaging that clearly communicates to the reseller “what is in it for me�.
P3-Power Partner Program
Idea:
“Samsung has the elements for your success”
P3-Power Partner Program
“Samsung has the Elements for Success”
Execution – Print, Email and On-line
Collateral
Direct Response
P3-Power Partner Program
Results:
25% revenue growth for ‘07 vs ‘06 for P3 resellers. 1000 new P3 members in 2008. Average of 1,125 P3 users per month(+85%vs previous).
Truly engaging with an audience
Truly engaging with an audience
Objective:
Build emotional attachment for Samsung and their HDTV/home theater products.
Truly engaging with an audience
Insight:
Segmentation research identified a relevant passion point that would help Samsung connect with a key target segment: independent film. Indie directors are driven to tell the story through their own unique lens. Samsung’s HDTVs and Indie filmmakers strive to lose nothing in vision.
Truly engaging with an audience
Solution:
Develop a 360 degree partnership-based marketing campaign dedicated to bringing the passionate Indie film lover an exclusive look into the inner-most workings of independent film.
Truly engaging with an audience
Idea:
Samsung celebrates the vision of Indies.
Truly engaging with an audience
Truly engaging with an audience
Truly engaging with an audience
Results:
48,568 Indie enthusiasts signed on at blueseat.com in first four months. 461,000,000 impressions generated Brand preference/consideration for Samsung increased dramatically within this key segment Chosen film partners won a combined 5 Golden Globe and Oscars
Dealing in digital real estate
Streamlining the clicks
Objective:
Increase brand preference for Samsung HDTV’s
Streamlining the clicks
Insights:
80% of consumers utilize online research prior to making an electronic purchase. 93% of those people make a brand decision only after they have conducted their research. 71% go to C/NET.
Streamlining the clicks
Solution:
“Streamline the clicks� thereby minimizing the opportunity to lose a customer.
Streamlining the clicks
Idea:
Integrate Samsung/Store directly into the C/NET click stream.
Streamlining the clicks
C/Net Samsung Store
Streamlining the clicks
Streamlining the clicks Results:
#1 researched TV brand on c/net (from #3) #2 research mobile phone brand 1,200,000 visits (March-Sept) 329,000 visits to secondary product pages 170,000 leads for secondary products
Imitation is the sincerest form of flattery: Sony has just launched a similar store. -andC/Net has asked for Cheil’s input for their site upgrade.
Enough about us
What we did
PMs have yet to adopt certification
27%
73% of people who describe themselves as “project professionals� do not have any certification. Source: Projects@work poll cited from Florida Sun Sentinel 2/08
PMs have yet to adopt certification
You have plenty of room to grow!
Project management is not a visible discipline “The only time we are noticed is when things go wrong!” Bill
“At the end of the day, project management is a behind the scenes job.” Ellie
“Because it is often a 'behind the scenes " job, it's not always a visible one.” Katherine
“It's not a glory hound job.” Scott
Cheil/LinkedIn Questionnaire 4/24/08
Project management is not a visible discipline Q. What can project managers do to increase awareness/heighten the profile of project management? “Bring quality to our projects”. “Deliver project on time and on budget.” Ellie
“Be the project spokemen, get out and get face time”. “Show people what the project manager does.” Scott
“(By) demonstrating results of the project, the profile and respect of the project manager will increase.” Raj
Cheil/LinkedIn Questionnaire 4/24/08
Project management is not a visible discipline
Help celebrate the invisible hero!
Multiple sources of information, multiple communities Google “Project Management” “Project Manager” “Project Management Institute” “PMI”
70MM entries 33MM entries 16MM entries* 1.4MM entries#
YouTube “Project Management” “Project Manager” “PMI” “Project Management Institute”
2070 videos 3170 videos 1180 videos# 58 videos*
Technorati “Project Management” “PMI”
1379 blogs 140 blogs#
#Includes other countries & local chapters * Includes Private Mortgage Insurance
Multiple sources of information, multiple communities
Project Management Central
PMI.org receives fewer returning visitors per month than other associations PMI.org
isixsigma.com
SHRM.org
Quantcast.com
PMI.org receives fewer returning visitors per month than other associations
Every PM should return to PMI.org
The value of project management/PMP certification itself varies widely globally Answin Vilmar VP Cheil Russia
Resourcefulness “They perceive themselves as very flexible to achieve the results they want to achieve (with power, money, tricks or whatever, but not systematically), because processes are less important than results and the true connection between both is not seen by them.” Relevance of Education “The general perception is that there is not a strong correlation between education levels and business/career success. It is more important to know the right people in the right positions.” Skepticism “Generally the trust and belief in certificates is very low (one can buy every certificate).”
The value of project management/PMP certification itself varies widely globally Jaime Nakamura VP Cheil Brazil
Perception “Project Management is more associated to Administration area/courses – even though engineers are familiar with this subject.” Value Equation “The credibility of the educational institution is important (tradition, heritage, prestige). Companies & professionals are not going to spend money & time with a certification that will not return value back.” Alliance/Affiliation “In Brazil we have extra value added when the professional comes from a high-lighted Brazilian education institute; when it is related with international prestigious educational institute it is even better.”
The value of project management/PMP certification itself varies widely globally Shawn Yang VP Cheil Korea
Cultural heritage “Project management skill is very important requirement for any kinds of business managers.” Limited perceived value “PMP is not a popular certificate at the moment. Hence, I would say it is undervalued when comparing to other certificates such as CFA or CPA.”
The value of project management/PMP certification itself varies widely globally Expat South Africa
Scarcity “South Africa has a general shortage of all skills. Good project managers are a rarity. There’s no such thing as on time delivery and budget over-runs are reported daily on large public development projects.” Certification does not mean qualification “Certification is a popular tertiary qualification in South Africa, but it offers no qualification of the individuals ability. Government has stepped in to provide these tertiary institutions with guidelines to improve the value of certification.”
The value of project management/PMP certification itself varies widely globally
Global Strategy. Local Adaptations. (Cultural differences, perception, relevance) “
Do project managers think certification is relevant? Perception: Certification does not equal business success “Managing chaos to deliver business results is what companies are interested in. Not certifications.” Steve Stump blog
Lack of information “Certifications need to be reflective of the competency of their recipients—their ability to apply their knowledge—not just their ability to pass a test.” Mark Parrish PM blog
Certification is a foundation only, (application + experience) = success “For me the PMI appeared to be full of those who managed to successfully complete the PMI exam but had no real successful PM experience - they were seeking a title to substantiate what they should be able to do as a PM without PMI accreditations. I ceased membership of PMI for this reason as I found a number of PMI members would have failed a competency based exam - but because they studied the PMBOK, completed the prior year exams for practice, paid the fees, sat and passed the multiple choice exam, they were "qualified" PM's! They forget – it’s not a qualification but a certification.” PM blog
Do project managers think certification is relevant?
Clearly define to project managers the benefits of certification
Do employers think certification is relevant? 400 listings for Project Management jobs analyzed
“Project Manager” in the title 27% of job postings required PMP in their qualifications Additional 5% of positing included “PMP certification preferred”
“Project Manager” in the title 30% of job postings required PMP in their qualifications
Do employers think certification is relevant?
Clearly define to employers the benefits of certification
Observations You have plenty of room to grow!! Help celebrate the unsung hero! Become Project Management Central Every PM should return to PMI.org Global Strategy. Local Adaptations Clearly define the benefits of certification to PM’s and the companies who need them.
Observations
Unleash the potential of PMI now!
Our commitment to you Learn your world inside and out… Give you total access to our world of resources… Always dig deeper… Disrupt convention… Bring powerful ideas to life… Exceed expectations…
Our commitment to you
Big Opportunities need Big Ideas.
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