Millward Brown's Media Presentation - Ghana
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This document discusses advertising across borders in Africa. It finds that while transference of advertising executions within Africa is only 43%, certain techniques tend to work better, such as emotional messaging focusing on family and community, optimism, and simplicity. However, there are also cultural differences between countries like Ghana, Nigeria, and East Africa that must be considered. The document provides recommendations for ensuring advertising travels well, such as understanding category development, brand meaning, and cultural factors. It also discusses how Millward Brown's LINK testing solution can help optimize ads and maximize their effectiveness and sales impact.
Millward Brown's Media Presentation - Ghana
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- 2. How to make great ads Better creative Effective use of media
- 3. one size fits many? adver tising beyond bor der s Soumya Saklani, Managing Director, Millward Brown Sub-Saharan Africa 94/2, 2nd Ridge Link, North Ridge, Accra, Ghana [email protected] +233 262 952 707
- 4. Today…. 1. INGREDIENTS OF SUCCESSFUL ADVERTISING IN AFRICA… 2. WHAT WO RKS PART ICULARLY IN G HANA & NIG ERIA… 4
- 5. 5 W E A R E THE WORLD’S LEADING EXPERT helping clients GROW great brands IN
- 7. -60% -40% -20% 0% 20% 40% 60% Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12 Millward Brown Top 20* Clients vs. S&P 500 (Jan 2005 - July 2012) MB Top 20* SP500 Our clients exceed market returns to shareholders Source: Bloomberg, Millward Brown, MB Optimor analysis * Portfolio is re-weighted annually based on top 20 client each year +29%
- 8. 8 The world’s leading copy -testing & creative development solution 111,073 TV ads since 1989 6,000 + multi country campaigns 2,531 in Africa, 37 in Ghana, 180 in Nigeria LINKTM
- 9. one size fits many? AD TRANSFERENCE AND AFRICA BEYO ND CULT URAL DIF F ERENCES 9
- 10. defining ad transference… as a percentage of all ads * Source: Millward Brown Global LINK™ Database 10
- 11. the reality of a diverse world... North America Latin America Asia Western Europe Eastern Europe and Russia 51% 48% 40% 56% 58% 43% Africa and Middle East 11 Transference WITHIN geographies Global Avg 52%
- 12. among emerging markets, africa is quite different when it comes to advertising… 12 relevant everyday situations emotional messaging celebrities prominent music visual humour 41 49 40 31 35 20 11 09 24 36 25 24 30 20 24 % of ads…
- 13. so what can work in africa…? 13 emotional connect family, community sunlight ‘bubbles’
- 14. so what can work in africa…? 14 happy optimism important to show positive images Fanta ‘bannister’ emotional connect a sense of fun, of drama coca-cola ‘crazy for good’
- 15. so what can work in africa…? 15 simplicity in messaging firm focus on brand benefit panadol ‘invisible man’ omo ‘soccer girl’ happy optimism emotional connect a sense of fun, of drama
- 16. 16 yet transference within africa is only 43%...why? 43%
- 17. there are clear cultural differences within africa 17 ghana nigeria east africa 80 80 64 15 30 27 40 60 41 65 55 52 PDI hierarchy IDV individuality MAS masculinity/Aggression UAI Uncertainty avoidance authority community harmony structure power individuality assertion less hierarchical harmony comfort in ambiguity
- 18. ghana: what works? 18 geisha ‘bath time’ the importance of family connection and bonding (and how we bring it to life!) pepsodent ‘father-son’
- 19. ghana: what works? 19 coca-cola ‘with meals’indomie ‘office’ social moments – around a clear brand benefit and anchor
- 20. ghana: what works? 20 sensodyne ‘sensitive’ariel ‘jubilee’ tonality is important– its not just a product story
- 21. nigeria: pride in recognised success, vibrancy 21 strong sense of pride aspirational imagery, a desire for acknowledged success vibrancy matters (local music, colour) mtn ‘nigeria’ Pepsi ‘whizkid’ Etisalat ‘solo’
- 22. why is it so difficult to use the same advertising execution across countries? clearly, there is more divergence than convergence in the world when it comes to advertising 22
- 23. four key factors affect advertising transference stage of category development brand stature and meaning media exposure and advertising diet main contributors in 70% of cases where an ad fails to travel cultural factors 23
- 24. a simple travel checklist for advertising • stage of category development o are the category offerings similar? o does the message differentiate you from competitors? • brand stature and meaning o is your brand in a similar life stage? o does your brand have the same positioning? • advertising and media environment o are there differences in media context? (e.g. ad length) o is the advertising context similar? • cultural response to advertising o does the consumer insight hold true across these markets? o do these markets fall into the same advertising clusters? mkt 1 mkt 2 mkt 3 24
- 25. 25 The world’s leading copy -testing & creative development solution 111,073 TV ads since 1989 6,000 + multi country campaigns 2,531 in Africa, 37 in Ghana, 180 in Nigeria LINKTM
- 26. Creative is King…Copy Quality is Key Influence on ad’s ROI… 27 Top Ten Factors affecting advertising profitability in the short term and their likely impact upon profit Paul Dyson and Karl Weaver, Data2Decsions Admap 2006 Creative effectiveness is the variable most affecting the advertising contribution to brand profit after market size… …investing in copy-testing provides a huge return because it helps maximize the creative power of the advertising
- 27. And creative gut is not enough… 28 The most important word in the vocabulary of advertising is TEST. If you pre-test your product with consumers and pre-test your advertising, you will do well in the market- place. “ David Ogilvy, 1963 “
- 28. With pre-testing, earlier is better… 29 ASSOCIATED INVESTMENT RISK Degree of development CostHigh Low Testing before airing minimises risk and helps optimise your ad!
- 29. LinkTM has a solution for every stage in process… 30 Agency Briefing Creative Brief Presenting the Idea Signing off the production budget Creative Strategy Creative Expression Creative Execution Brand Strategy Link Link 360™ StoryboardSelect™ IdeaSelect™ StrategyConnect™ StrategySelect™ IdeaConnect™ StoryboardConnect™ Connect Select LinkSelect™
- 30. 31 A real life example…. A creative idea born in Africa & ‘transferred’ successfully to the world….
- 31. A real life example from work done in Ghana/WA… 32 1 2 3
- 32. Findings indicated ‘Library’ to be the best route… & also how to improve/optimize further… 33 Branded Memorability • Enjoyment • Involvement • Branding Communication • Story/Comprehension • Message delivery • Creative Magnifier Response • Relevance • Appeal • Credibility/RTB • Uniqueness ‘Cavemen’ ‘Shoes’ ‘Library’
- 33. Let’s look at the finished film… 34
- 34. ..Idea was exported successfully to Asia… 35 4,739 likes….far more than any other Nescafé ad on FB page in Pakistan… Nescafe Library Pakistan
- 35. So what questions can LinkTM help answer…? 36 36 Which scenes would be essential to creating the most powerful cut down? Will the ad cut through? What can we learn from this test which helps future creative development?What is the adverts media efficiency going to be in-market? What will the ad Communicate ? Will it sell more?
- 36. LinkTM makes advertising budgets work harder… 37 The rich diagnostics from Link help identify opportunities to improve the advertising *As measured by the ‘Awareness Index’, a metric proven to have a strong relationship with sales effectiveness Based on analysis of 70 ads that were researched at two stages
- 37. Clients using Link regularly achieve stronger sales… 39 Link clients have a 20% higher short-term sales likelihood than those who do not benefit from the learnings from Link
- 38. Since the inception of the awards in 1993, Millward Brown has been the research partner behind more award-winning campaigns than any other research company: Walkers ‘Sandwich’ Dove “Soap Scum” Bronze Effie 2010 U.S. Postal Service “A Simpler Way to Ship” Silver Effie 2010 Coca-Cola “Happiness Machine” Gold Ogilvy 2012 Kit Kat “Break time. Anytime” Silver Ogilvy 2012 Domino’s “Oh Yes We Did” Grand Ogilvy 2011 Reese’s “Perfect” Silver Ogilvy 2013 Powerade “Powerade Believe” Gold Ogilvy 2013 Red Lobster “Sea Food Differently” Gold Ogilvy 2013 Orbitz “Take Vacation Back” Gold Ogilvy 2013 U.S. Postal Service “A Simpler Way to Ship” Grand Ogilvy 2010 Hefty Odor Block “Revolutionary Technology” Gold Ogilvy 2010 Dove “Soap Scum” Silver Ogilvy 2010 Kellogg’s Special K “What Will You Gain When You Lose” Gold Effie 2012 Schick Hydro “A Blast of Hydration” Bronze Effie 2012 Homeaway.com “The Return of the Griswolds” Gold Effie 2011 Millward Brown has been the research partner behind more than a third of award-winning campaigns in recent years: Guinness ‘Noitulove’ Lynx ‘Metamorphosis’ Peugeot ‘Sculptor’ Peugeot ‘Sculptor’ Indesit ‘Aqualtis’ Dick’s Sporting Goods “Serving the True Athlete” Bronze Effie 2013 Jim Beam “Devil’s Cut Global Campaign” Bronze Effie 2013 Corona Extra “Finding Our Beach” Gold Effie 2013 Corona Light “A Refreshing Change of Beer” Bronze Effie 2013 Kellogg’s “The Start” Bronze Effie 2013 Heineken “Legendary Journey” Cadbury Dairy Milk “Gorilla” Link™ enables creativity rather than suppressing it
- 39. Comments from some of our clients “I'm impressed. I can now see you are very well equipped to measure what we need to measure” - David Wheldon, Vodafone's Global Director of Brand and Customer Experience “Over recent years Millward Brown has become a global currency in quantitative pre-testing. Our big international clients, like Unilever and Diageo, value its simplicity, comprehensibility and consistency. I have always been impressed by the willingness of Millward Brown's executives to tailor their models to a particular advertising brief and to explore new ways of measuring communication potential.” - Jim Carroll, Chairman BBH UK
- 40. Comments from our clients “We started our journey with Millward Brown 2 years ago, when we started Link testing. The team has hand held us through the entire process and today we are in a position where we can actually say that I think our consumers understand our communication better and we are talking to our consumers in a much more relevant way, thanks to all the Link testing we’ve done There is a real partnership that has happened here and I think we feel some very strong bonds with the team in Millward Brown.” - Comal Hate Malik, Head Consumer & Marketing Insight L’Oreal (2013) “We have been working with MB from more than 4 Years, and we are exclusive users of Link™ and we firmly believe in Quantitative assessment of our ads before we invest in them. Link has helped us make impact and useful corrections in our advertisements resulting in improvements in branding and persuasion.” - Sundip Shah, Marketing Head Heinz India (2013)
- 41. one size fits many? adver tising beyond bor der s Soumya Saklani, Managing Director, Millward Brown Sub-Saharan Africa 94/2, 2nd Ridge Link, North Ridge, Accra, Ghana [email protected] +233 262 952 707