The process of an effective advertising campaign |
by Sanne van Egmond and Dominique Nolen |
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Image 2.4: http://www.geheugenvannederland.nl/?/nl/items/RA01:30051001475810
www.unilever.com/
General
On Tuesday second July we went to Unilever in Rotterdam to interview Ellen
Verploegen, senior brand manager at Unilever for the brands Becel and Becel pro
activ, about the way Unilever advertises. A brand manager, also called a marketer, is
responsible for the development of a year plan of a brand. The year plan of a brand
tells us how the brand is doing, which targets have to be achieved in the relative year
(marketing targets as well communication targets) and what the activity plan is. On
the basis of the activity plan is decided which advertising campaign agencies are
needed (for above or below the line activities). Next the brand manager sends a
briefing to these agencies for the activities (for example a new TV-commercial). So a
brand manager decides with whom he/she wants to work and how to carry out it, but
he/she isn’t the creative spirit behind the idea. The brand manager function is split
into two branches:
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- Brand development: this branch is responsible for the brand strategy on a longterm basis. They think about new products and for example new TV-commercials.
They do this for different countries at the same time.
- Brand building: this branch takes care of the sales for a country on a short-term
basis. Summarized they realize the brand sales for a relative year and take care of
the execution of the marketing plan.
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Madam Verploegen has specialized in Brand Building, so she has to achieve her
short-term sales targets and has to take care that her products will be promoted in
Dutch stores and through other media channels. She tells us more about the
advertising campaign process and the distribution at Unilever.
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The advertising campaign process
First of all, they make a year plan every year. After that they make an activity plan
and next a briefing. A briefing contains:
- Jobs to be done; so the targets. You look which cust