Wieden and Kennedy Essay Example for Free

Wieden and Kennedy EssayChapter 1 The assurance and how it fits within the context of the industry W+K Inc. is an independent, full service, fancifully driven advert agency based in Portland, Oregon. W+K was founded by Dan Wieden and David Kennedy in 1998. Upon working to urinateher, the duo recognise great similarities in their ad philosophies and nurtured a strong business consanguinity that led them into creating their own advertising agency. Since the establishment of W+K on April 1st, 1982, the company has grown to become one of the worlds leading creative agencies with offices in the United States (Portland and New York), Amsterdam, London, Sao Paulo, Tokyo, Shanghai and Delhi. W+K has been built just nearly the founders common tendency to break from the status quo advertising with intention of creating a firm and solid human relationship between their invitees and their customers. The business structure was formed around the ambition to provide an environment whe re employees would be adequate to(p) to produce their best work, and in turn offer a diversity of talent unpar totallyeled by any other agency. Till this day the company continues to acknowledge and give credit to its staff for the agencys superb creative reputation, as its shows below of some of their most prestigious and prized awards that become allowed them to instigate the agency and wherefore becoming a tough competitor to compete with, within the industry. Few factors that sets them isolated from their competitors, argon show belowThe picture on the left shows the 2012 Creativity awards report. You stick out clear see that the most successful creativity agency is W+K, Winning the Best Creative theater director of 2012, the best case along with best advertising agency in the world, compared to some of their competitors such as ServicePlan Munich, BBH and BETC EURO RSCG.Further much than to prove wherefore they are the top competitor within the industry theyve recent ly been voted by ADWEEK the Agency of the year and from the picture on the left you can see some of the many awards theyve win due to their innovative and creative work. What makes W+K so successful compared to other competitors, is arguably a result of the companys arcane understanding of current trends and, as of more recently, digital media such as soci fit networking websites. The agency has latched onto the idea of making advertisements for its major clients that go the distance. For example, More recent success for the agency can be found in their current Old Spice bleed titled, The Man Your Man Could notion Like, which recently won the 2010 Primetime Emmy Award for Outstanding Commercial. This campaign featured former professional football worker Isaiah Mustafa to re filth your grandfathers cologne into a mod mega-brand beloved by young and middle-aged men alike.Isaiahs swagger and eerie but enticing acting captivated the country by convey of the agencys knowledge of t he digital merchandise. The campaign generated more than 94 million views for the brands YouTube spots, over 90,000 additional Twitter followers, and up to 675,000 Facebook fans. Another reason for W+K success is down to the co-founder and global president Dan Wieden attributes that creative consistency to building a glossiness thats just more fun than you can believe and harder than hell. That generates ideas, great enthusiasm and new shipway of looking at old issues. They hire some of the most talented tidy sum from around the world, where they are trained by experienced ad gurus and moulded around the agencies goals, to curb they come up with the most innovative, unequaled and outstanding advertising campaigns for their clients.Although they can come-up with the most unique and the most creative ideas but what they do better(p) than anyone else, according to Ian Armstrong- Honda, is that they Truly understand who we are as a client, to a point where they feel more like lon g-standing Honda employees than an agency. It is wonderful to see them truly immersing themselves in our business, even if that does mean racing cars around the slice most of the time This is the main reason why W+K stands out from the crowd as they piddle a strong desire to protect the truth in communicating the brand value and objectives, whilst keeping a unique voice in a crowded foodstuff. W+K singularity in the industry, their success and the reason why theyre the top competitors, can be seen below through the eyes of their clients Chapter 2 The different roles within the agencyThe process of creating a TV ad for HondaThe rootage stage of the process starts when the Client calls and asks to arrange a meeting with the Account management of W+K. The taradiddle management of W+K are responsible for getting their clients messages across the public and they act as the main point of contact between the agency and the client. More importantly, Account management entrust ensur e that project are completed on time, and within budget, whilst ensuring they create a sociable and friendly relationship with the clients. The strategic planner will than consult work with the client, to discover what the real business problem is that theyre trying to solve. The planner would likewise find and draw conclusions from factors such as the consumer wants, needs , behaviours, that are thus conducted through exhaustive market research and testing.For example the strategic planner of W+K was devoted a apprize from Honda which was to With this in mind, the strategic planners moldiness incorporate research from focus groups, surveys, questionnaires, in order to aid them, in development of the overall advertising dodge. From their in-depth research on Honda they discovered that base on the research shown preceding(prenominal) the planner than concludes by detailing how the goals will be achieved. When the communication brief is created, it would outline and instruct the W+K creative team on where they need to advertise, who they need to be targeting and the message that they want to send.The communication brief states With the needs understood, the strategic planners of W+K would then travelling to the headquarters of Honda, in japan in order to gain insight to what this car manufacturing company is all about and also to help them generate a marketing strategy. With strategy in place and the clients approval of the strategy, the next step of the process would be providing down all these valuable teaching about Honda to the creative directors and figers of W+K.Tony Davidson Executive Creative directorKim Papworth Executive creative director The main roles of creative directors within W+K, are to be responsible for the overall supervision of the agencies creative products, meaning they will be monitoring progress, discussing ideas and suggesting changes. The directors will than arrange a meeting, where they would be presenting the clients needs a nd wants to the design directors and then pass down through to junior designers, in order for them to generate some creative ideas. The creative minds of W+K were than able to turn the The power of dreams and telling the truth about Honda marketing strategy into cleverly thought out campaign called Hate someaffair, Change something.The overall Honda communications strategy is about simply getting the truths of Honda out there. This strategy led them into discovering an interesting truth the diesel engine from the company that hated diesel engines. During the two years that W+K having been working with Honda, sales have consistently nonplusen industry expectations and brand tracking has been incredibly satisfying. thank to creative minds of W+K, Honda beat brands like Ford, VW, Renault and Toyota. Hondas voice is now in the public domain, and theyre starting to mean more than small, dull, reliable cars. Most of this was down to a fantastic client and agency team and some exalt cre ative idea. But I believe the new ways theyve invented to integrate strategic and creative view made a significant contribution to their success.Chapter 3 The agencies clients and case study of a client and campaign of your choice with critical analysis According to Nike company lore, one of the most famous and easily recognize slogans in advertising history was coined at a 1988 meeting of Nikes ad agency W+K and a group of Nike employees. Launched in August of 1988, Nikes right Do It tagline was conceived by W+K. expert Do It is without a precariousness one of the most Powerful lines in marketing, which Dan Wieden credits the inspiration for his Just Do It slogan to Gary Gilmores last word, Lets Do it.After stumbling badly against archrival Reebok in the 1980s, Nike rosaceous about as high and fast in the 90s. It took on a new religion of brand consciousness and broke advertising sound barriers with its indelible Swoosh, Just Do It slogan and deified sports figures. Nike man aged the deftest of marketing tricks to be both anti-establishment and mass market, to the tune of $9.2 billion dollars in sales in 1997. Jolie Soloman When Nike Goes Cold Newsweek, March 30, 1998 From the above source you can see that before the creation of the Just Do It Campaign, Nike was losing ground to Reebok and other competitors, therefore something had to be done to get them back on track. With the help of W+K and its Just Do it Campaign and Nikes strong products, they were able to increase its share of the domestic sport-shoe business from 18 % to 43 %, from $877 million in worldwide sales to $9.2 billion in the ten years between 1988 and 1998.Thanks to the creative mind of W+K Nike were able to gain a stronger brand to expand their market share, command higher prices and generate more revenue than its competitors. The main message behind this campaign is to get everyone urgently too loose weight by either running miles, joining a sports team and basically not being lazy a nd being productive in their lives. What Just Do it, means is that they want you to Just do it dont think twice and dont have second thoughts start exercising. The main success of the Just Do It campaign was the timing, when Nike was able to faucet into the fitness craze of the 1980s, by releasing a tough, take-no prisoners ad campaign that practically shamed people into exercising, and more importantly, to exercising in Nikes.They propelled their campaigns by endorsing celebrities such as Michael Jordan, who is considered the best basketball player of his time. Nike were than able to cleverly use the success of Michael Jordan, to create a whole new line of Nike apparel coined, Air-Jordan, which persuaded the customers into accept that his shoes were performance enhancers. In their TV advertisements with the basketball star, there were several instances where at the end of the ad, they concluded, It must be the shoes that makes his success. Along with Jordans rise to fame, Nike w as able to tap into the spot light. Where ever Jordan succeeded, Nike was cosy behind offering the swoosh and the healthy saying of Just do it.Celebrity endorsement also helped to forge a relationship with the consumers, whilst also appealing to their sense of belonging and hipness. Nike went on to become a self-fulfilling image prophecy meaning if you want to be hip, wear Nike if you are hip, you are probably article of clothing Nike. The Just Do It campaign was able to turn sweaty, pain-ridden, time-consuming exercise in Nike sneakers into something sexy and exciting. perchance most importantly, even those who were not in fact exercising in Nikes (the vast majority) still wanted to own them. By focusing on the aura and image conveyed by the fitness culture, Nike was able to draw and quarter those who wanted the image without incurring the pain.Chapter 4 The agency as a Brand and rational for why it fits to you as brand The companys personality, culture, and style resonate gre atly with me its about thinking outside the box, forgetting the rules, and bringing out the best in its team. Thinking outside the box is one thing that I try to apply in life, as it allows me to think differently to others, see things from different likely and not being afraid to try something that seems different. From the in-depth research that Ive completed, there is a little doubt remaining that W+K has proven itself continuously throughout the past three decades as a leader and bar setting agency in the advertising world across the globe.W+K attention to detail and their commitment to hiring only the best employees comes through strongly in their work. While modern marketing expects an understanding of digital media and popular culture, to truly push the boundaries of what is achievable, a deeper current understanding is needed. As an agency, its collective critical eye into the vortex of technology, commercial art, and all types of media gives Wieden + Kennedy the advantage of foresight into campaign ideas that otherwise would go undiscovered by their competitors. Bibliography/referenceBerry, Matt. Making of Honda Diesel Ad. Http//wklondon.com. N.p., 12 Oct. 2009. Web. 13 Dec. 2012. http//wklondon.com/general/about/further-reading/Making-of-the-Honda-Diesel-ad.pdf. Daniel Seijo , (2006), http//www.motorpasion.com/videos-de-coches/otro-precioso-anuncio-de-honda-impossible-dream ONLINE. Available at http//www.motorpasion.com/videos-de-coches/otro-precioso-anuncio-de-honda-impossible-dream Accessed 13 December 12. Ed Cotton, (2010), Goodby talks to weiden and kennedy ONLINE. Available at