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Ogilvy Cape Town Integrated Marketing

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A presentation from Ogilvy Cape Town on integrated advertising. The presentation was given at the 2012 Integrated Marketing Conference in Cape Town by Luca Gallarelli, Jonathan Lang, and Chris Rawlinson. Look below the presentation for Slide Notes.

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But before we dive right in we needto understand some context

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”The consumer is not a moron,she’s your wife”

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But how we consume media has changed.

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“It’s not informationoverload we suffer from,

it’s filter failure.”- Clay Shirky

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Each of Us Has Our Own “Personal Message Filter”

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“The time is ripe for the next generation of contextual

branding - the art of sending the right

message, to the right audience, at the right

time”

Martin Lindstrom

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So to capture and hold their

attention,

we need to play smarter

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What do we mean when

we talk about

“integrated communication”?

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WE DEFINE IT AS:

A single campaign thought that leverages multiple

communication channels

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How do we categorizethese communication channels?

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Paid

Owned

Earned

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Which of theseare in your control?

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Paid

Owned

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Paid&

Owned

is about the HOW

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How do you bestinfluence that which is not in

your control?

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Earnedis about the

WHAT

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WHATis the idea

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Is what you’re doing…..

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Is the idea worthy enough

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Shift HappenedYou can’t outspend your way across

the network.You can’t outshout your way across the

network.You have to outsmart your way across.

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Lets think more about what we’re doing.

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Are you brave enough?

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