Danter Consulting
Apt 13. Crystal Wharf, 36 Graham St. London. N1 8GH. Tel +44 (0) 7812 165258 / +44 (0) 7966 620163 E-mail phil@danterconsulting.com
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.







