Strategic Thinking. for Media Planners May Let industry masters lead to you new levels of mastery

Transcription

1 Strategic Thinking for Media Planners P.V. Narayanamoorthy (Independent Strategic Communications Consultant) Sulin Lau Anirban Ganguly DiGi Telecommunication Sdn Bhd Omnicom Media Group Malaysia May 2012 Desmond Choong Aegis Media Berhad Ranganathan Somanathan VivaKi Malaysia Let industry masters lead to you new levels of mastery

2 Strategic Thinking for Media Planners The Media Specialists Association is proud to present Strategic Thinking for Media Planners. Born out of the industry's need to continuously raise the bar in strategic thinking, this is the first programme of its kind for the media industry in Malaysia. In this highly hands-on 3-day programme, industry legend P.V. Narayanamoorthy is joined by industry masters Sulin Lau, Desmond Choong, Ranganathan Somanathan and Anirban Ganguly to inspire and lead mid to senior level media planners to new levels of mastery in strategic thinking. Mastery comes only with practice. And we've designed the programme such that participants will have the opportunity to immediately refine their skills by putting the new learnings to practice after the end of each talk. The modules are designed to take the participants through the entire work process, from the receipt of the brief in Module 1 to the presentation of the media solution in Module 6, giving you a wholistic workout. Who Should Attend : Mid to senior level media planners. Date : May 2012 Venue : Sime Darby Convention Centre Fee : RM3000 (MSA, 4As & MAA Members) RM3,300 (Non MSA, 4A s or MAA Member) (Claimable under HRDF SBL and SBL Khas Schemes) HRDF Claimable If you are registered with HRDF, you have already set the money aside. This training is fully HRDF claimable, under the SBL and SBL-Khas schemes.

3 Strategic Thinking for Media Planners Day 1 Module 1 : Seeing the Big Picture Speaker : Sulin Lau (Head, Marketing Services, DiGi Telecommunications ) Media has evolved beyond the handful of TV and radio stations, newspapers and magazine publishers. With it, the role of the media planner has also evolved to become to become more complicated, yet more interesting. The media plan is no longer just a vehicle for the creative idea, it can be the creative idea! Media agencies no longer play second fiddle to advertising agencies, they have started to take the lead in offering creative solutions to the clients business problems. To step up to this role, a deeper understanding of the clients' brand and business issues is required. Understanding the client - brand background, positioning and creative idea. Understanding the client's business issues Identifying business challenges via deep consumer and shopper understanding. Use of data and analysis to make strategic choices and translating these choices into priorities and actions to drive business. Module 2 Identifying Prime Prospects Speaker : P.V. Narayanamoorthy (Independent Strategic Communications Consultant) The target is at the heart of every campaign. However, it s no longer as easy to connect with them as before, as the development of media in the last decade has changed the way consumers interact with media and brands forever. Communication is becoming more and more targeted as marketing is evolving from creating awareness to building relationships, channel centric to consumer centric and from being standalone to integrated multi-platform. It is therefore imperative to identify the target with laser precision and understand how they buy the client s product or services. In this module, learn how to identify the best prospects for your brand so that ROI is maximized. Defining the target audience with laser precision via demographics, psychographics, lifestyle and lifestage Delve deeper into the purchase cycle. Examining the role of influencers and retailers in the purchase cycle

4 Strategic Thinking for Media Planners Day 2 Module 3 Mining Insights From Data Speaker : Desmond Choong (Director of Business Science, Aegis Media Berhad) Once the target audience is defined, it is time to take a deep dive into the consumer's attitude, behaviour and motivation. This module strengthens your ability to extract key insights from data that lead you to ideas on how to connect the client's brand with a real consumer need. And this will form the springboard for ideas that 'wow'. Use data to understand the consumer in terms on attitude, behaviour and motivation Leverage this understanding to identify key consumer needs from data. Identify opportunities for growth by building trials or CDI Module 4 Developing The Solution Speaker : Ranganathan Somanathan (CEO, VivaKi Malaysia) Here s the fun part. With all the ground work done, it is time to unleash your creativity to develop ideas that will engage the consumer. What opportunities are there in the changing media landscape and media habits of the target for new, effective and innovative contact points? Then, how do you holistically integrate all these touchpoints to optimize the media budget and plan? Developing ideas that excite and engage the prime prospects Identifying the most appropriate contact points based on market dynamics and business needs. Using receptivity insights and changing media habits to finetune contacts choices and develop role for each contact choice. Optimizing media budgets & plans via holistic integration of touch points.

5 Strategic Thinking for Media Planners Module 5 Execution & Evaluation Speaker : P.V. Narayanamoorthy (Independent Strategic Communications Consultant) After all that strategising and planning, it is time to roll out the plan. How do you ensure that execution is flawless? And once the plan is executed, the hard work of evaluation begins. What were the returns on investment? How do you measure these returns? What went right? What went wrong? And what are the learnings to take for the future? Taking a look at deployment Evaluating the effectiveness of the plan Driving accountability via a) understanding the importance of flawless execution, b) developing metrics for measurement c) building knowledge for best practices. Bringing the learnings forward to the future Day 3 Module 6 Selling Your Media Plan Speaker : Anirban Ganguly (Communications Planning Director, Omnicom Media Group) Media plannning is by nature data rich. But that's no reason to condemn your audience to data overdose and death by powerpoint. In this module, discover how you can bring data and media plans to life via dynamic story telling. Selling your Media Plan through dynamic story telling Combining soft skills with technical expertise to convince the client. Group Presentations After 3 days of intense practice, here's your chance to present your media plan to a panel of industry experts and learn from their feedback. Each group will present their assignments.

6 Speakers' Profiles P.V. Narayanamoorthy Independent Strategic Communications Consultant P.V. Narayanamoorthy is an M.Sc. (Statistics) from The Madras Christian College, University of Madras. He worked in several leading advertising agencies from 1978 to During his long career, he specialized in strategic media planning and strategic communications planning. He has worked both in India and Asia Pacific and Europe. He has held several senior positions, including: Regional Director, Carat Asia Pacific (Board Member) Member of the Global Products & Services Board, Aegis Media Member of the Global IT-Media Forum, Aegis Media Chief Operating Officer, Carat Insight India His last assignment was Managing Director, Carat India. He left the employment of Carat Media Services India in November Since then, he has been working as a Strategic Communications Consultant for a number of organizations, providing consultancy in the area of advertising and media strategies and training. He continues to be a consultant to Aegis Media, India. The job involves strategizing the communication plans of brands handled by Aegis Media as well as training their staff on proprietary software. He also handles industry level projects for exchange4media. His current project is to rank the media agencies in the country by their size. In addition, he teaches communication and media strategy at the National Institute of Advertising, Indian Institute of Mass Communications & Infinity Business School.

7 Speakers' Profiles Sulin Lau Head, Marketing Services DiGi Telecommunications Sdn Bhd Sulin spent 9 years in brand planning, the last 2 years of which as Regional Planning Director at BBDO/Proximity Singapore on SingTel, Visa, Fonterra and Guinness. She now works for DiGi, a brand she first fell in love with many years ago. Today, she looks after DiGi's brand, advertising, events, sponsorships, digital marketing and ecommerce but can't seem to shake off those annoying planner habits: she's the current vice-chairman of the EFFIE Awards, runs knowledge and idea-sharing projects for the Advertisers' Council, and just this year pulled several brands to work together to create Malaysia's first Internet awards for user-generated content. Off-duty, Sulin writes a little, paints a little and daydreams a lot.

8 Speakers' Profiles Anirban Ganguly Communications Planning Director Omnicom Media Group Malaysia Anirban is an award winning Idea Engineer working across diverse cultures to create brand experiences that fuels business growth and brand advocacy. He is currently Director of Communications Planning at Omnicom Media Group Malaysia. He has strategic brand planning and trend consulting experience on some of the most favoured brands in South & South East Asia Anirban began his career in 1998 with Lintas(Lowe) India. He has worked with multinational agencies like Mudra, DDB, Leo Burnett across the Asian continent on a wide variety of blue chip brands like Johnson & Johnson, Telenor, Motorola, Compaq, Epson, Titan Industries, P&G, HSBC, Sara Lee, Unilever, Danone, Citibank and F&N Malaysia. Anirban graduated from the prestigious Presidency College, Kolkata, India and has a postgraduate degree in Marketing Management. He is a semi professional photographer and chef in training in his spare time.

9 Speakers' Profiles Desmond Choong Director of Business Science Aegis Media Berhad Desmond manages all of Aegis Media Malaysia s insights and business decision needs. With over 20 years of business and research consulting experience across a wide spectrum of industries, he specializes in customized research, feasibility analysis, forecasting, scenario planning, market profiling, segmentation, econometrics modelling, and tool development. Lately, he tackles business problems with statistics, mathematics, and artificial intelligence. In the course of his career, he has published a finance best seller, been consulted by the US and Malaysian governments and served multinational corporations from several continents. Desmond is an American business school graduate with an Executive MBA and a Finance degree.

10 Speakers' Profiles Ranganathan Somanathan Chief Executive Officer VivaKi Malaysia Ranga Somanathan is currently leading the Malaysian operations of VivaKi Malaysia as CEO, a position he has held since July Starcom MediaVest Group and Optimedia are the anchor division of VivaKi in Malaysia. A media and marketing industry veteran with 17 years of experience, Ranga had previously honed his acumen in communications as Vice President of Insights & Analytics for SMG across the Asia-Pacific region. In this role, Ranga had helped developed and launched IntenTrack, a proprietary tool and approach on measuring accountability for clients in 12 markets across Asia in Significantly, Ranga had a hand in designing the communication planning approach at SMG as well as co-authoring research on wide-ranging topics from recession to skin care for the network. Prior to his Insights and Analytics role, Ranga was Managing Director of SMG s Indonesian operations which grew by 40 per cent under his leadership. Before his stint in Indonesia, Ranga had also headed the Research & Strategic Planning function at SMG Malaysia. And for his work on Microsoft in 2005, he was recognized as one of the Top 10 Suits (or account leads) in Asia by leading advertising trade publication, Media Asia (now Campaign Asia-Pacific). Throughout his illustrious career in the industry, Ranga has worked with some of the world s most renowned and biggest advertisers including P&G, Malaysia Airlines, DiGi, Microsoft, Bayer Healthcare, Danone, and Mead Johnson among others. Outside of SMG, Ranga is a firm believer of giving back and nurturing the local advertising industry. Hence, he has been serving as President of the Media Specialist Association in Malaysia since 2010.

11 Strategic Thinking for Media Planners Registration Form Training Fee Per Person: RM3000 (MSA, 4As & MAA Members) RM3,300 (Non MSA, 4A s or MAA Member) (Claimable under HRDF SBL and SBL Khas Scheme) Seats are limited to 35 participants only. Company Details Company : Address : Participant's Details (please photocopy for extra participants) Name : Position : H/P : Gender : Authorised Signature : Name : H/P : Tel : Fax : SBL SBL Khas Not Claiming HRDF MSA Member 4A s/maa Member Non-Member IC No : Years of experience in media planning: Name : Position : H/P : Gender : IC No : Years of experience in media planning: Name : Position : H/P : Gender : IC No : Years of experience in media planning: We would like to advise all companies that SBL claims are the sole responsibility of the respective HRDF-registered companies. You may use the Training Content, Trainer s Profile, Training Fees and Dates provided in this package for your SBL Khas or SBL Application. Please note that your application must be submitted before the training commences. If you are claiming under SBL, please make all cheques payable to Media Specialists Association. If you are claiming under SBL Khas, no payment is required. To enquire, please contact 95% The Advertising Academy. 95% The Advertising Academy Add : Suite 2.02, 1, Jalan Medan Setia 1, Bukit Damansara, Kuala Lumpur. Tel : (Eu Geen) Fax : eugeen@95percent.com.my