DESAFÍO
Consolidar la identidad cultural, transformar los valores de la organización (plataforma global) en comportamientos específicos del día a día. Apoyar al equipo líder en su proceso de transformación hacia un equipo de alto rendimiento.
DELIVERY
Escucha: identificar y comprender las motivaciones y perspectivas del personal directivo.
Alineamiento: Estructurar al equipo de liderazgo como un equipo de alta performance.
DESAFÍO
Fomentar la importancia de la creatividad, capacitación en metodologías y herramientas. Promover ambientes de trabajo aptos para el desarrollo creativo.
DELIVERY
Un total de 16 proyectos de innovación que representan los principales reclamos de los ciudadanos. En la primera edición participaron más de 300 personas, y en la segunda, 170.
DESAFÍO
Generar un deck para conocer en profundidad a la Generación Z que sea de fácil comprensión, insightful y lo suficientemente impactante como para inspirar avenidas de oportunidad para Kellogg’s.
ABORDAJE
1. Análisis de contexto, motivaciones, tensiones y fuerzas sociales con impacto en la generación.
2. Aterrizaje de los aprendizajes a la categoría de alimentos.
3. Generación de vías de oportunidad y una narrativa integral.
DELIVERY
Una presentación integradora sobre la Generación Z. Abordaje de contextos, motivaciones, tensiones y su relación con la alimentación, los cereales, el desayuno y los snacks.
IMPACTO EN EL NEGOCIO
Generamos el conocimiento necesario para que el equipo de la marca pudiera diseñar estrategias para conectar con el segmento.
CHALLENGE
Turner needed to understand the impact of the new platforms in content consumption accross different targets.
They also wanted to understand the link between devices and specific contents.
ACTION STANDARD
We conducted ethnographic interviews and online dairies in the South Latin region in order to understand users’ habits and cultural consumptions.
DELIVERY
A comprehensive understanding of each target behavior along with an inspiring docket (mini book) and video.
BUSINESS IMPACT
The study helped Turner to share relevant & inspiring information with Turner sponsors.
CHALLENGE
To develop a knowledge deck around GenZ. It is easily understandable, insightful and powerful enough to build opportunity avenues for Kellogg’s.
ACTION STANDARD
1. Understanding of the situation, motivations, tensions and social forces.
2. Landing of previous findings into the food category.
3. Generation of opportunity avenues and a comprehensive storytelling.
DELIVERY
An integrating presentation on GenZ. Exploring context, motivations, tensions and their relation with food, cereal, breakfast and snacks.
BUSINESS IMPACT
Formed the brand team´s knowledge to engage with the segment.
CHALLENGE
To understand the main social and cultural trends with global impact in order to anticipate business strategies and develop culturally relevant communications.
ACTION STANDARD
1. Synthesize Macrotrends: comprehensive understanding of the macrotrends impacting society and particular industries.
2. Enrich with BMC Knowledge: incorporate knowledge gathered from our participation in global forums.
3. Enrich with Expert Interviews: interview experts in specific macrotrend areas to better understand the macrotrend particularities and their business implications.
DELIVERY
– Definition of 10 big Macroforces.
– Identification of the main social tensions behind each Macroforce in different regions.
– Development of brand and business strategies and communication platforms based on the Macroforces.
BUSINESS IMPACT
Global alignment and definition of key Macroforces and trends impacting consumers. We won two David Ogilvy Awards from the Advertising Research Foundation.
CHALLENGE
Definition of most effective initiatives to generate dual consumption for Coca-Cola Trademark (Original+No Sugar).
ACTION STANDARD
Qualitative and quantitative test of point of sale communication, digital actions, and commercial actions through online consumer panel. 360 vision, sales results, possibility to test, learn and retest.
DELIVERY
Testing of Point of sale initiatives in order to evaluate performance, attractiveness and impact on habits variables (barriers, motivations, iconic/volume scenes, triggers, rewards).
Key learnings to improve campaigns for boosting CCNS.
How to improve the trial and recruitment rates for CCNS?
Business implications of these learnings.
CHALLENGE
The “Deliciosa calma” campaign needed to continue, but a logical way was needed.
ACTION STANDARD
Along with McCann, the client’s creative agency, we developed working sessions to define the most relevant social tensions, make the Brand Key prevail and participate in the next communication steps.
DELIVERY
The strategic communication guideline was defined taking into account the right social tension to build on creatively.
BUSINESS IMPACT
After the “Deliciosa calma” campaign, Pavofrio’s sales improved by a 12,4%.
CHALLENGE
Creating unique positionings and detecting core targets for the Bimbo portfolio of more than 10 brands in South Latin region in order to avoid overlaps between them.
ACTION STANDARD
We touched base with consumers to uncover relevant insights that helped build differentiating and consumer-centric territories for each brand.
DELIVERY
Unique and actionable territories for each brand communication and Bimbo and Fargo brand architecture.
BUSINESS IMPACT
A ready to use tool for organizing each Brand´s communications, actions & innovations.
CHALLENGE
Identify Minute Maid Brand Edge against key competitor brands to determine its points of differentiation in order to develop a global strategy for the Brand.
ACTION STANDARD
We combined the Edge theoretical framework with a deep communication analysis and a brand atributes quantification.
DELIVERY
Based on the Minute Maid Brand Edge, the evolved thinking of how the category is changing, and the need to change in order to accelerate growth, the Global Brand Essence was defined.
BUSINESS IMPACT
Minute Maid’s Brand Edge and Brand Essence were a key input for the Juice Recipe Book: Global Strategy for the Juice Category.