Communications and media strategy

 

The best strategies I have been responsible for are those which won competitive pitches for leading brands.

 

As the Partner in charge of strategy at MPG UK up to September 2001, the best strategies I was responsible for were those which won competitive pitches for leading brands.

 

In all pitches I was responsible for the development of strategies, writing and ultimately presenting the strategic section of the pitch.

 

Here's my personal top ten (in alphabetical order):

 

Company

What distinguished the winning strategy

Air France

Global budget allocation model saving c.€x from annual budgets

Bourjois

Radical ways of using magazine space and poster formats to stand out in a cluttered cosmetics market

BT International

Innovative sponsorship ideas to achieve global presence at minimal cost

Camelot

Localising ‘good cause' messages in national media; post-draw ‘loss management' strategy; budget allocation model

Good Year

A ‘point of sale outwards’ communications strategy to fully integrate above/below-the-line programmes, based on purchase cycle analysis

Jordans

Move from regional ITV to national C4, based on new customer segmentation and brand prioritisation

Microsoft

Radical innovation (free Times to launch Windows '95)

Orange

Creating new media opportunities to reach roaming business travellers

Philips

Global budget allocation model for global re-launch

Pernod Ricard

Moving both Jamesons and Jacob's Creek on to TV

Reebok Int

Optimising use of pan-regional media across Europe – shifting from sponsorships to spots

Scottish Widows

Portfolio management strategy across 3 autonomous divisions to maximise brand visibility

 

What does this mean for you?

 

I could help develop communications strategies for clients or their agencies, and specifically for agencies working on new business.

I could also help express these strategies in writing – from initial presentations through to awards entries.