Integrated Marketing Communications: A Global Brand-Driven Approach

Acknowledgments
Contents
About the Authors
1: Introduction to Communicating Globally: An Integrated Marketing Approach
	Practical Challenges
	Academic Issues
	New Content
	The Only Way Is Ethics
	Discussion Questions
	References
2: Transitioning in the Marketplaces and Marketspaces of 2020 and Beyond
	Global Building Blocks
		Digitalization
		Information Technology
		Intellectual Property
		Communication Systems
	Marketplace, Marketer, and Marketing Communication Transitions
		The Manufacturer- or Product-Driven Marketplace
		The Distribution-Driven Marketplace
		The Interactive Customer-Driven Marketplace
	Conclusions
	Discussion Questions
	References
3: The Global Marketplace Considerations
	The Global Marketplace
		Whiz-Bang Stores and Marvel Products: A True Global Marketplace Story
	Global Marketplace Drivers
	Requirements of a Global Marketing Organization
	Marketing and Marketing Communication in the Global Marketplace
	Conclusions
	Discussion Questions
	References
4: How Marketing Communication Works
	The Changing Role of Communication
		Global Growth in Advertising and Promotion
		Emergence of the Global Consumer
		Development and Importance of Integrated Approaches
		Direct Marketing
		Database Marketing: Toward a Coordinated Strategy
		The Internet: Promotional Tool or Informational Tool?
		Coordination and Control: Process Versus Output
	The Changing Role of Consumers
		How Communication Works
	The Drive for Integrated Approaches in a Global Context
	Conclusions
	Discussion Questions
	References
5: Integrated Communication or Integrated Marketing Communication
	The Contextual Global Environment
	Communication Transition to a Global Brand-Oriented Approach
	Integrated Communication
	Corporate Identity
	Corporate Image
	Integrated Marketing Communication
		Tactical Coordination
		Redefining the Scope of Marketing Communication
		Application of Information Technology
		Financial and Strategic Integration
		Contextual Overview
	IMC Defined
	Conclusions
	Discussion Questions
	References
6: Developing Integrated Global Marketing Communication Programs
	Critical Requirements for IGMC Programs
	Competencies Associated with Mastering IGMC
		Create Global Processes and Standardization
		Start with Customers, Not Products or Geographies
		Identify and Value Customers and Prospects
		Identification of Customer and Prospect Contact Points
		Align the Organization’s Interactive Response Capabilities
		Manage Multiple Systems
		Value the Brand
		Focus on Financial Measures
		Create Horizontal Organizational Structures
	The Eight-Step Integrated Global Marketing Communication Planning Process
		Step 1. Global Customer/Prospect Databases
		Step 2. Customer/Prospect Valuation
		Step 3. Contact Points and Preferences
		Step 4. Brand or Organization Relationships
		Step 5. Message and Incentive Development and Delivery
		Step 6. Estimate of Return on Customer Investment
		Step 7. Investment and Allocation
		Step 8. Marketplace Measurement
	Conclusions
	Discussion Question
	References
7: Implementing the IGMC Strategy
	Step 1. Global Databases for Developing Customer Definitions
		Level of Data Needed and Database Costs
		Types of Data Needed
		Analyzing and Understanding the Data
		Behavioral Aggregation of Customers
		The True Value of the Database
	Step 2. Valuing Customers and Prospects
		The General Approach to Customer Valuation
		The Three Elements in Valuing Customers and Prospects
			Product-Use/Product Potential
			Income Flows
			Behavioral Objectives
	Step 3. Contact Points/Preferences
		Understand Brand Contacts
		Contact Preferences
	Step 4. Brand Relationships
	Step 5. Message/Incentive Development and Delivery
		Media Selection
			Relevance
			Receptivity
		Messages or Incentives?
		Coordination
	Step 6. Estimating ROCI
		The Measurement Process
			What Is the Difference Between ROI and ROCI?
			The Importance of Measurement Time Frames
			Completing the Communication Planning Matrix
			Separating Short-Term and Long-Term Returns
		Estimating Returns
	Step 7. Investment and Allocation
	Step 8. Marketplace Measurement
		Actual ROCI
		Recycle
	Conclusions
	Discussion Questions
	References
8: Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders
	Strategic Thinking in the IGMC Mode
	Customer and Consumer Mind-Sets Are the Strategic Imperative
		Initiative
		Concentration
		Economy of Resources
		Maneuver
		Unity of Command
		Coordination
		Surprise
		Simplicity
		Flexibility
	Communication Strategy: The Need for Organizational Reengineering
	Creativity and IGMC
		Creativity Templates
		The Template in Action
	The Three-Step Typology for Application of IGMC Processes
		Business Building
		Brand Building
		Corporate Communication
	Conclusions
	Discussion Questions
	References
9: IGMC Drivers and Agency Interaction
	Change Drivers
	Cultural Drivers
	The Marketing Communication Paradox: Divergence and Integration
	IMC Study Findings: The Beginnings
	The Integrated Agency Perspective
	Media Scenario
	Message Incentives
	Implications for International Media Research
	Conclusions
	Discussion Questions
	References
10: Investments and Measurements: The Quest for the Holy Grail
	A Traditional Approach to Marketing Communication Management
	Organisational Factors: Enablers of an IGMC-Friendly Environment
	What Type of Management Structure Makes IGMC Work?
		A Revised Brand Management Structure
		Centralised Marketing Communication Activities
		The Market Segment Design
		Understanding the Marketing Communication Process
	Setting the Budget
	From Inside-Out to Outside-In
	The Closed-Loop System
	Budgeting Approaches in Practice
	The Measurement of the IGMC Performance
	The Concept and Practical Application of Incremental Revenue to the Firm
		Calculating Return on Customer Investment
	Measuring Short-Term and Long-Term Returns on Marketing
		What Is a Good ROI or ROCI and What Is a Bad ROI or ROCI?
	Conclusions
	Discussion Questions
	References
11: The Way Forward: Overcoming Barriers with IGMC Solutions
	Barrier 1: The Transitioning Metaphor
	Barrier 2: From Marketplace to Marketspace
		Organizational Constraints
		Adaptation Versus Standardization
	Barrier 3: Internal Organizational Structure
	Barrier 4: A Research-Poor Consumer Environment
	Barrier 5: Corporate/Marketing Brand Interface
	Barrier 6: The Training Investment
	Barrier 7: Mind Maps: Strategy and Creativity
	Barrier 8: The Agency Interactive Perspective
	Barrier 9: Investments and Measurement
	The Way Forward
	Conclusions
	Discussion Question
	References
12: Case Studies
	The Duality of Boris Johnson’s Political Brand Identity
		Political Brand Identity
		The Boris Brand
		Get Brexit Done
		Boris the “Comic” or Boris the “Commander”?
	Macmillan Cancer Support: Making Sure No One Faces Cancer Alone, Today or Tomorrow
		Summary
		Editor’s Comment
		Client Comment Carly Wilson, Head of Brand Advertising and Campaign Integration, Macmillan Cancer Support
		Introduction
		The Story Behind the Brief
		Responding to the Brief
			Finding the Insight
		Bringing the Idea to Life
			Broadcast
			Fundraising
		“Falling” TV ad, February 2013 (see https://www.youtube.com/watch?v=KdWfk_xAMgU)
			“Your Not Alone” (see https://www.youtube.com/watch?v=5dOBCFCXmJE)
		“Thank You” TV Ad, 2015 (see https://www.youtube.com/watch?v=qp8fmJu1gcU)
			Engagement
			Partnerships
		The Results
		TV Advertising Recognition
		A Stronger Brand Among Healthcare Professionals
			Conclusion
	12“We’re Gonna Get Ourselves (Re-) Connected!”—How Can Major Events Such as Euro 2020 Bring Societies Back Together in the Wake of Covid-19—Or—Is the Writing on the Wall?
		The Enduring Power of Brands
		What are Major Sport Event (MSE) Brands?
		UEFA “Euro 2020”
		Interconnected Brand Identities and an International Ecosystem
		Complexity of MSE Brands
		The “Goal” of the Event?
		References
	De Beers13
		Background
		Overview
		Marketing Objectives
		Marketing Communication Objectives
			Strategy
		Contextual Circumstances
			Engagement
			Marriage
			Other Occasions
			Other Jewels
			Other Precious Metals
			Social Changes
		Summary of Marketing Communication Strategic Challenges
		Tactics
			A Change in Media
			Added Production Value
			The Brilliant Creative Idea—Intimate Anonymity
		Action
		Control
		Results
			Sales Performance
		References
			Questions
	Speeding (New Zealand Transport Agency): Mistakes14
		Summary
		Speeding Campaign History and Challenges
		Campaign Objectives
		Our Core Challenge
		The Strategy
			But Our Greatest Competition Is the Drivers’ Own Experience
			People Make Mistakes
			The Big Idea
		The Creative and Media Approach
		Media Approach
		Results
			Behavioural Impact
		Communication Efficiency
			Objective 1: Advertising Recall of >15% Within Six Months (Unprompted)
			Objective 2: Advertising Relevance of >50%
			Objective 3: Top Three Messages Are on Brief
		Engagement and Attitudinal Results
			Objective 4: Create New Conversations About Speed, Facilitating Broader Ownership of the Problem
			Objective 5: Disarm Conventional Counter-Arguments
			Objective 6: Shift Attitudes Towards Speed
		Calculating the Value of Speed Reductions to Society
		Discounting Other Factors
		Summary
			Leading the World
		Behaviour Change Learning
	40Tiffany: The Global Way
		About Tiffany
		Tiffany in USA
		Tiffany in China
		Tiffany in India
		Way Ahead
		References
	Narellan Pools: Diving into Big Data for Narellan Pools
		Summary
		Introduction
		Background
			Demographic Shifts
			Housing Affordability
			Household Debt
			Declining Interest in Pool Ownership
			Increased Competition
			A Stagnating Market
			A Business in Decline
		Objectives
		Strategy
			Creativity and Innovation
		Execution
		Results
		Discounting Other Factors
			Promotion
			Distribution
			Media Spend
			Market Growth
			Product
			Competition
		How Does This Compare to Other IPA Winners?
		Conclusion
		Acknowledgement
	Its All About “Co-Opness”
		Values with “Heritage”
		Values in “Action”
		Global Values
		It’s the Corporate Values of Course!
		Commercialism with a Heart—A Clear Conscience
		Stay “True” to Your Values
	Guinness: Made of More, 2012–2018
		Campaign Details
		Summary
		Editor’s Comment
		Client Comment
		The Origins of “Made of More”
		The Move to One Global Brand Positioning
		Purpose Pays
			Challenge 1: The Beer Market Was Declining in GB and Ireland
			Challenge 2: The Market Was Shifting to Off-Trade
			Challenge 3: The Market Was Increasingly Competitive
		Our Objectives
		Finding Our Edge
		We Needed to Liberate “Made of More” to Play a Role in Culture
		The Next Chapter—“Made of More” 2015–2018
			“Made of More” 2015 The Rugby World Cup
			“Never Alone,” Featuring Gareth Thomas
			“The Right Path,” Featuring Ashwin Willemse
			Our Final Battleground Was the Physical World
			“Made of More” 2016
			“Intolerant Champion,” Featuring John Hammond
			“Made of More” 2017
			Compton Cowboys
			Bringing the Cowboys to Our Audience
			All Signs Indicate Our Upward ROI Trajectory Will Continue
		A Return on Investment “Made of More”
		Revisiting Our Objectives
			Our Communications Objective
			People Loved the Work
			“Made of More” Made (More) Waves in Culture
			“Made of More” Gives Guinness Permission to Entertain
		Our Marketing Objective
		Our Commercial Objective
			Revenue ROI
		Profit ROI
		Market Share
		Discounting Other Factors
			Price
			Price Promotions
			In-Outlet Activations
			Product
				Distribution
				Number of Pubs
			Economy
				Spend Level/Share of Voice (SOV)
		Conclusions
			“Made of More” Work to Date
13: ROCI Investment and Measurement Process: A Worked Example
	Complete Spreadsheet on ROCI*
		The Basic Concept
		Working Through the Return on Customer Investment Spreadsheet: Consumer Product Goods Example
Index