Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16

Wharton University Creating VisionariesFebruary 2016

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Team

A MIAMI AD SCHOOL BRIEFING


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Team

Candi GarridoArt Director

Lucas MomeñeArt Director

Almu CasadejustCopywriter

[email protected] [email protected]@gmail.com


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Debriefing



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Debriefing

Roadmap RedesignRepresent the roadmap in a way that both explains and reflects their main principles.

VideoTo explain and bring the roadmap model to life.

Book PromotionPromote de book through a digital media, print and radio campaign.

Website RefreshBring the concepts to life, make them practicable on a daily basis, and enable interaction among members.

An adition to the campaignMake enterprises want to join Wharton.


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Strategic insights



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Strategic insights

Most people are not used to think ahead or in long-term.

Most People are used to work their way and it’s hard to get them to try something new.

It’s very difficult to take someone out of their comfort zone.

People are afraid to be overtaken by those who understand the forces of change.

Nowadays is hard to achieve both high-tech and high-touch in brands activities.



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Strategic insights - KPI’s

AwarenessWe want people to know the importance of thinking about the future by having a viable strategy for today’s challenges and tomorrow’s posibilities .

Embrace the comunityWe want people to become part of the Wharton movement.

Want to read the bookMake people eager to buy and read Beyond Advertising.

Believe in WhartonGive people the best reasons and confidence to make a change and succeed


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The BIG idea



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The BIG idea - Rationale

Making the 2020 Visionaries

As we read the brief and the Wharton program we realized one of the book s purpose is to encourage people to take a chance in trusting the experts to face today s challenges and tomorrow s possibilities.Nobody likes changing, specially when things have been going your way for many years. Sometimes people have a hard time thinking ahead or in long term, but when you see those people who years ago where called crazy and now they have a successful business, it gets you thinking : “Maybe if I new what they knew I could have been them.” We believe that in order to be successful in the future you have to make some changes, starting by becoming part of this new way of seeing advertising and understanding that the world is in constant movement and we need to move with it . We came up with the concept of becoming visionaries to show people that with the right information they can become the visionaries for 2020.With this idea we want people to become interested about the future and with the question at the end of our tagline, we want them to question themselves to who and were they want to be in a couple of years .



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The BIG idea - Creative platform

Tagline

“There are two types of visionaries, the ones who are and the ones who think they are.”

Platforms

Website, Bussiness Magazines, Digital newspapers and Radio.



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Our Target

People who manage a brand .

CEO s

People who have their own bussiness .


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Creative output



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Website



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Website

Refresh the website. We want the new website to have all the information people need to join this new community, access to buy the book and to check the Wharton courses, plus a forum where people can ask, comment and express any thoughts about the book or the courses.


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The Campaign



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Print, radio and digital. (Adapt this concept to each platform)

Show the difference between this two kinds of visionaries by showing something that nowadays is sucessfull and someone who didn’t thought so, that way we can show that time and not having the facts and information necessary proved them wrong.



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Additional

Print



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Audience 16,300,000 Median age 50

Audience 4,725,000 Median age 50

Audience 53,295,558 monthtly Median age 49 18-34 50 %

WEB

Audience 1,264,733 Median age 18-54 college educated or higher

WEB Audience 11,210,796



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Digital



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Radio



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Additional



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The visionary stamp

Wharton analyzes which enterprises are following their model and give them a visionary stamp to show that they will succeed in the future. That way we award the people who believe in change and more enterprises learn about it and join.



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Roadmap



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WHY DO WE NEED TO CHANGE?

TAKE CONTROL OF THE 5 FORCES OF CHANGE

CHALLENGE WHAT IS ESTABLISHED AND

GO BEYOND IT

A PLAN TO OVERCOMEALL THE IMPORTANT THINGS THAT OFFER VALUE TO YOUR

ENTERPRISE

People in your network . People you want to reach and serve. The society and culture around you.

Arrange Objectives for a Multi-Win Outcomes with short and long term Impact.

Compelling Unifying Brand Purpose

Analitical Brilliance

Operational Billiance

Creative Brilliance

Design Brilliance .

Brand Administration Network Pourpuse AutenticityTrust-Building

LifesAspirationsComunities

PosibleRelevantResponsable

People

Culture , Society and the World.

Plan a Strategy across all Touchpoints

Create Value Creation for all Touchpoints

Aquire a Culture of Adaptive Experimentation

Use this new organization in your advantage to change or start fresh

Expand your Barriers for the new eraWHO

NOW FUTURE

WHAT

WHEN

WHERE

WHY

HOW

Continous advances in Science and Technology.

Evolution of the media world.

The importance of meeting customers expectations.

Understand the rapid changes on the cultural,social and geo-political environments.

New business and revenue models .

Touchpoints solutions through di�erent marketers and agencies

Ads as we know them

Continuously

As many touchpoints as you can

Marketing for Customers

Ad Campaigns

Total Touchpoint coverage collaborators.

Di�erent value creation platformsfor each sector.

When Needed Wanted Appreciated .

Decide strategically which ones to use .

Marketing forPeople

New ways and initiatives to engage people

MultisensoryAudienceDelivery MechanismEnviromentSynergy

Relevant and RespectfulAccionableValuable & valuable -generatingExeptional ExperienceShareworthy stories

1WHY DO WE NEED

TO CHANGE?

WHAT SHOULD/COULD

BE CHANGED?

2DEVELOP YOUR OWN:

ALL TOUCHPOINTRECREATIONAL

MODEL

3IMPROVE

AND EXPANDYOUR MINDSETSAND CAPABILITIES

4

THE ADVERTISING ROADMAP TO BECOME A 2020 VISIONARY



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Roadmap Video



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What we learned from this case

It is important to understand where the forces of change are going in order to go with them and not be overtaken.

As much as you think you know you never know enough.

This is a very interesting matter and more people should know about it. At first this book looked boring and the infographic was unclear but after understanding what it was about actually we wanted to red it so it’s very important not just to have a good plan but to know how to communicate it.



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Suggestions for Wharton.

We believe the promotion of the book could go one step further by advertising not only the book but the content as well.Getting people interested in finding out more about this new model so it doesn t look like just another advertising book .

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