Well Rob, Andrew and I realized it was about time we did another APSOTW assignment. Here goes.
This is an exercise in the often overlooked art of defining the problem to be solved and therefore the role for communications. It's a simple challenge we're setting:
Imagine you are at your desk and your phone rings.
It's the new CMO of Kiehl's, a wildly successful brand of stripped down cosmetics. Retail stores around the world. Acquired in 2000 by L'Oreal.
Success has been built through great word of mouth and their habit of giving free samples for you to use or pass along to friends and family.
There has been little, if any, 'traditional' paid advertising.
But sales have slowed. The CMO believes it's time to invest in marketing communication. He wants your agency to tell them - and the management team - if you believe they should invest in marketing communication and why.
You have no more than 10 minutes on a conference call to make your case. Your answer to this question will determine whether conversations continue. They are talking to 12 more agencies. What would you say?
The assignment is to share your talking points/argument in no more than a one page document. We will be looking for clarity and conviction; interestingness and rigor. Send entries by the contact address on this blog by the end of June. We'll pull together a group of judges (hoefully including Rob, Andrew and David from WARC) to get you feedback soon after - this will be posted!
To help you, the kind people at WARC (one of the best resources of intellectual capital about brands and advertising) have offered up free access to some useful articles. You can access:
Peter Field and Les Binet on short term and long term effects here