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MarkteingWise Group Team
Created the positioning for Kit Kat’s “Give me a Break…Break me off a piece of that KitKat Bar”
Repositioned Kellogg’s Tony the Tiger to a Super Hero
Have successfully worked with five globally recognized Ad Agencies on three continents including: DDB Needham, JWT, Bates, O&M, and Leo Burnett
Developed the tagline, “Formula for the Future,” for Fina Oil and Chemical as a result of research conducted by MarketingWise Group researchers
Conducted ideation sessions to develop marketing/advertising strategy for Kimberly-Clark Corporation, Amway, HIT Entertainment, Frito-Lay and Pizza Hut
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Business marketing and advertising are actually vastly different. Depending upon the company, marketing management is usually charged with achieving overall sales and profitability, while advertising is responsible for creating a communication program. For our B2B clients this is typically with their customers or for their sales force as part of a selling tool that will educate, build awareness, and stimulate purchase. Advertising is just one of several marketing tools that business marketing and advertising management will use to drive sales.
Here are some MarketingWise Group guidelines for business marketing and advertising teams to use in the creative development process:
Business marketing management’s responsibilities include:
• A concisely written creative brief establishing
• The purpose for new creative
• The brand’s unique selling proposition for the trade
• An acceptable “tone and manner” for the creative
• The desired target audience
• The expected outcome
Joint responsibilities for business marketing and advertising include:
• Preparing the brand creative brief
• Analysis of multiple advertising concepts
• Determining which concept most clearly:
- Communicates the name and proposition to the trade
- Is the most unique and most memorable
- Is consistent with the brand positioning
- And critically … the most motivating to buyers
Creative objectives for business marketing and adverting must be measurable.
The MarketingWise Group has the research expertise to assist you!
As the creative is being finalized, the business marketing and advertising management teams must jointly determine the best media and most efficient spending/weighting to achieve the desired awareness levels.
Not all creative is suited to all media. Both business marketing and advertising teams need to agree on the desired media (i.e., the internet or trade journals, etc.)
At the MarketingWise Group, we have worked with five global ad agencies on three continents to create some of the most memorable and most impactful advertising in the industry.
– Steve Mullen, Senior Partner
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