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53 J.D Power and Associates 2006 UK Car Customer Satisfaction Index Study SM 53

54 Here s an idea... Integration A personal POV on a buzz word that risks becoming a cliché. Who defines integration in today s communications industry? Ask anyone in the company what integration is, and after they hesitate for a few seconds thinking it s a trick question, you ll probably get as many different answers to what it is, as the number of individuals you ask. It all started with the emergence of the internet, and the lack of the big, lumbering, old school, mainstream ad agencies to understand the new media, and be capable of applying it as part of the total advertising and communications mix they were designing for all of their clients. Add this to the fact of a growing, new age, media neutral, brand management and brand stewardship within agencies in the form of brand advocates and brand directors, compounded the issue for the larger agencies in the world, because these brand directors not only needed to, but were being requested to, consolidate and integrate the strategic thinking, the idea generation and the solution building within the agency at the clients request. That frightened more people than I can number, who then asked, How did the clients get so far ahead of us on this integration issue? When these two issues began colliding, and the agency status quo was in question, the business model of our industry was thrown into turmoil. Big agencies began losing business to the smaller, nimble, creative, and specialized firms that looked at the whole picture. These firms, ranging from direct and online marketers to viral, digital and interactive agencies, specialized in reaching the evolving consumer through an integrated approach, which incidentally always included an online or digital element, though it was never supposed to be the only element, except in the odd circumstance. So, agencies set out to understand the trend and compete with these firms. Now, they own many of them, and this has brought along a whole new set of integration issues. Now where are we? 54

55 OK, let s clear this up some. I mentioned that the word integration risked becoming a cliché, and having little or no value to our clients. Here s why. Heard across the world from the mouths of agency staffers: We re integrating, everyone s working in an integrated way. We re creating more integrated solutions for our clients with integration specialists. We want to integrate our M&A assets into the agency, creating a new integrated company, delivering fully integrated campaigns. Hmm... do you think we might need to think about how we are positioning integrated solutions to our clients? Because after all, aren t our lives all about understanding our client s issues and providing effective solutions that are relevant to today s market? Look, integrated companies are a necessity today, integrated ideas and campaigns are the price of entry with today s consumer, and integrating process and procedures insures we can do all of that. It s all good. But let s focus on what s right for our clients, and ultimately the consumer. If we do not integrate our approach to the consumer, we ll lose them. They have neither the time, nor the patience, to go looking for brands and products; we have to go find them. Go find where they live, work, relax, play, anything, and do it with an idea that works across all media, every relevant contact point for the brand, not just traditional, high volume media outlets, not just digital or outdoor. That s a start to integrating our solutions and opening up big opportunities for our clients. Ultimately, integration is all about putting the right people, regardless of specific disciplines, but true, unbiased idea people, all in the same room together, and giving them the insights and resources to solve the problem. It s about having one unified brief regardless of specific disciplines and silos. Brief everyone at the same time. AKQA & Razorfish, as well as the boutique agencies like Mother, Butler, Shine and Stern, and The Jupiter Drawing Room have all been doing this for years now, and they have the great work and clients to prove that it works. Integration 1. the process of opening a group, community, place, or organization to all, regardless of race, ethnicity, religion gender, or social class. 2. becoming an accepted member of a group or community. 3. a combination of parts or objects that work together well. 4. the mathematical process of finding the solution of a differential equation or a function whose differential equation is known. 5. the process of coordinating separate personality elements into a balanced whole or producing behavior compatible with somebody s environment. Integration isn t just about blending agencies, departments or our policies and process, it s about an attitude. An attitude that believes we are stronger together, more effective together, and more creative together. An attitude of a shared passion... A passion for ideas that work universally across the media mix, whatever that mix might be. 55

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60 Royal Branding - Shooting for Europe's Crown Jewels Jungfraujoch - Top of Europe CERN Schoenbrunn Palace Royal Branding is a newly coined term in the Samsung World designed to enhance the company s strategic marketing approach with an additional dimension that concentrates on a country s history, culture and tradition, represented by its utmost national monuments. As will be outlined, Royal Branding in this article should be seen and regarded as Samsung s endeavour to show the company s long-term commitment to local markets. In addition to customer retention projects and enhancement programmes for brand loyalty, Royal Branding in itself will enable Samsung to cooperate with well established local constituencies and establish itself as a strong localised partner. As brand stewards of the Samsung Brand, Cheil Austria has embarked on a challenging mission to build a bridge between Samsung and local constituencies such as museums, cultural institutions, and local authorities. While continuously striving to maintain and improve Samsung s highest quality standards through means of marketing communication and advertising, Cheil Austria has in many ways act- 60

61 ed as consultants for Royal Branding projects. Local knowledge, experience and expertise, in-depth research works and assessment, concept and framework proposals, coupled with the willingness to look beyond billings and profits have ultimately resulted in the best practice projects for Royal Branding in Europe. The following three case studies illustrate the development and establishment of successful Royal Branding partnerships in Austria and Switzerland. Jungfraujoch - Top of Europe One of Switzerland s most well-known spots is found in the Bernese Oberland region, best known for imposing mountains and breathtaking landscapes of natural flora and fauna. The Jungfraujoch, also known as Top of Europe, allows for a spectacular panorama, leaving 1.2 million visitors per year with an unforgettable imprint of Switzerland. Superlatives include Europe s largest glacier as well as the highest railway station in Europe at 3,454 metres, all of which contributed to being awarded a UNESCO World Heritage Site since Samsung Electronics, represented by Cheil Austria, first approached the Jungfrau Administration in early 2008 to find possible areas of cooperation. During a period of careful assessment and evaluation, the notion of service improvement came to the fore. Centred on this key finding, several discussions between all involved parties lead to a preliminary concept proposal that was introduced in early April The main focus of this concept evolved around the idea to accompany the visitor from the main point of departure for the Jungfraujoch all the way to the Top of Europe. Namely, all train stations, especially the ones in Interlaken were to be equipped with Samsung LCD-TV units whereby the content would attract the visitor s attention with pictures and streaming web-transmissions of the Jungfraujoch (Picture 1). Additionally, the Jungfraujoch at 3,454 metres above sea level was to be equipped with Large Display Format products that would provide multi-media exhibitions of the Jungfraujoch region as well as entertainment in restaurants and photo points. The biggest challenge of this provision was of technological nature where altitude posed an initial problem in the choice of products. However, Samsung s superb quality testing and assurance as well as an extended trial period ensured a successful launch of this pioneer project (Picture 2). The partnership between Samsung Electronics and the Jungfrau Railway Administration officially commenced with the Signing Ceremony held at the Jungfraujoch on 12 September 2008, with representatives of both entities signing the official documents (Picture 3). Under this sponsorship agreement, Samsung Electronics has been chosen to act as strategic technology partner whereby acting as both, advisor and solution provider for the next two years. (Picture 1) (Picture 2) (Picture 3) 61

62 (Picture 4) Schoenbrunn Palace: Austria s most important cultural monument and UNESCO World Heritage Site since 1996, the Schoenbrunn Palace in Vienna attracts more than 8 million visitors per year. This baroque palace along with its neighbouring complex of buildings and parks are a glorious reminder of the Habsburg Dynasty, one of Europe s most formidable monarchies for over 630 years. Since 1992, Schoenbrunn Palace is administered by the Schloss Schoenbrunn Kultur- und Betriebsges.m.b.H. whose main goal is to promote this cultural monument and to maintain and preserve one of Europe s top historical landmarks. Samsung s engagement with Schoenbrunn Palace started in 2007 when it was approached by the Schoenbrunn administration that was looking for suitable candidates for product placement sponsorships. To enhance the quality of service offerings to its visitors, the Schoenbrunn administration sought to equip certain parts of the Palace with state of the art monitors. Cheil Austria was subsequently asked to come up with a concept that, rather than engaging in sole product sponsorship, would define a holistic approach to Royal Branding. Over a period of 4 months, Cheil Austria, together with the Schoenbrunn administration, developed a concept that would benefit both Samsung and the Schoenbrunn Palace. Negotiation topics included among others, the refining of key objectives of both parties, the development of content for the monitors by the Schoenbrunn Administration, product testing and selection period, branding of products, definition of key benefits, maintenance and service issues, etc. Ultimately, in June 2007, the sponsorship agreement was signed and immediately went into effect. Today, visitors to the Schoenbrunn Palace, while waiting in line to access the museum are entertained through a so called visitor guiding system that accompanies them into the museum (Picture 4). The content incorporates some of the highlights of the Schoenbrunn Palace that are a mustsee for the visitor. At the end of the tour, two large-format displays promote affiliate museums such as the Sissi Museum at the Hofburg Palace and the Imperial Furniture Collection, all of which are also administered by the Schoenbrunn Administration (Picture 5). (Picture 5) CERN If you have closely followed the news in August and September 2008, chances are that you might have come across the words Big Bang, Greatest Scientific Experiment or Nuclear Revolution. The location is at the Swiss-Franco border in Geneva, at a facility called CERN (European Council for Nuclear Research). The purpose of this experiment is to find answers for the big mysteries of the universe, for example Higgs Boson, a 62

63 sub-atomic particle that scientists hunted for decades to explain why some particles have mass when some others don t. To date, CERN, an international facility funded by 20 European member states, is one of the most respected centres for scientific research in the world, boasting five Nobel Prize awards and countless other awards. It is also the place where the World Wide Web (WWW) was invented by Tim Berners-Lee in Being a multi-nation facility, CERN approached several business enterprises in open tenders for electronic product provision, Samsung Electronics being one of them. Among others, requests for a three figure number of monitors was tendered and Samsung Electronics won this contract through quality and service assurance. At the same time, Cheil Austria, on behalf of Samsung, worked out a sponsorship agreement with CERN over a period of 6 months, introducing a concept that would enable scientists and visitors alike to see the progress of research development on large screens throughout the facilities. (Picture 6) While not representing a conventional cultural or historical monument, CERN is synonymous with a strong internal culture and history of science and innovation. It is this reason that the CERN sponsorship project is well in line with Samsung s choice and commitment of Royal Branding. (Picture 6) The Gist Samsung Electronics [Europe] has yet again ventured into new territory, namely Royal Branding, and has come out as leader of the pack among international companies operating in Europe. Samsung s holistic approach to Royal Branding is strongly nestled in the company s commitment to preserve national cultural, historical and traditional monuments. Rather than deepening the misconception that modernity and history are bound to collide, Samsung is creating synergy effects that transcend this disparity. Underlying the concept of Royal Branding is an understanding that rather than focusing on short-term sales targets or product promotions, the ulterior motive is to create win-win situations that are beneficial to both sides in the long run. The nature of Royal Branding is thus based on non-financial commitment whereby Samsung has become the sole provider of state of the art technology and consultative expertise in each of the above three cases whereas the counterside has unconditionally allowed Samsung the usage of its local identity. Acknowledgements: I would like to thank all partners, including the Jungfrau Administration, the Schoenbrunn Administration and the CERN Administration for their open dialogue and constructive discussions in making all three projects success stories. 63

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