Babel Communication Presentation

Babel CommunicationsAgency Presentation

February, 2009

Summary

1. Agency Overview

2. Our Clients

3. Babel’s Vision

4. Babel’s Divisions

• Founded in 1998, Babel Communications is a full services agency, independent, energetic and creative.

• Babel Communications provides a full range of services and it is recognized for its proactive, creative approach to client handling: the highest level of attention, our best advice and our most diligent efforts.

• Our expertise is in Building & Constructions, Banking, FMCG, IT& Telecommunications, Media.

• Starting with May 2008, the agency is owned in majority and managed by Raluca Simu, ex Communication and Marketing Director of Millennium Bank and ABN AMRO Bank. Calin Diaconu, founder of the agency, is part of the managing board and offers his over 14 years of experience to the benefit of clients. Alin Gherman is the new GM bringing his experience of over ten years in the field with multinationals such as P&G.

• In 2008, Babel started the discussions with Springer & Jacoby, one of the most famous and creative German agency, in view of establishing a strategic partnership. Presently, Babel has a bilateral cooperation agreement with Springer & Jacoby.

• Since January 2009 Babel is ISO 9001 certificated.

1. Agency Overview

BABEL Communications

Creative Production PR BTL Media

Client Service Strategy

1. Agency Overview

2.Our Clients

Credibility

CommitmentCreativity

3. Babel’s Vision

Core Strengths & Values

We deliver excellence by focusing on five key principles:

1. Knowledge and Insight - Babel has more than 10 years experience in the advertising industry: this enables us to create accountable and flexible multi-channel communication strategies for every client.

2. Consumer Focus - Rather than adopting a “brand-led” approach to our methodologies, all our advertising models and tools are fundamentally consumer-focused.

3. Creativity - We propose creative and impact solutions in all areas of expertise.

4. Flexibility and Dynamism - The departments of Babel Communications work within a young and dynamic structure. They meet the need for flexibility, intelligence and accountability.

5. Methodological and Financial Rigor - we consistently deliver value for our clients and excellent growth rates. We are rigorous both in the way we work with and report to clients, as well as in the way we constantly evaluate the success of every part of the communication process.

3. Babel’s Vision

• We administrate advertising projects and advertising budgets.

• We ensure the communication flow between every department of the agency and the clients.

• We conceive communication strategies and budgets.

• We collaborate with all the other departments in the best interest of our clients and present the result to the clients.

• We design and implement efficient strategies.

• We use our knowledge and experience to provide cost effective communication services at a high quality level.

Client Service DepartmentMotto: “We serve our clients’ business, not our clients”


• It is our belief that each client is unique and we put a great deal of effort into understanding their individual needs.

• We try to understand our clients' business objectives and strategies, as well as their ways of working.

• We regard each client relationship as special, tailoring our programs as required.

• We strongly encourage long-term professional relationship with our clients, as this approach brings a series of important benefits on both sides.

Client Service Department


PostEvaluation

TacticalPlans

Strategies

Objectives

CompetitionAnalysis

Briefing

IMPLEMENTATION

STRATEGY

CLIENT SERVICEPROCESS

Execution

BRIEFING

CreativeApproach

Client Service DepartmentThe Process of Building Integrated Campaigns


Strategic DepartmentMotto: “The farther backwards you can look, the further forward

you are likely to see” Sir W. Churchill

Our methodology is the result of a combination of research and insights and it is based on three main pillars:

Total understanding of the consumer

Total rigor in strategic planning, maximizing insights, creativity and consumer effective solutions

Total accountability via measurement system

By using this process, we establish clearly a strong link between communications and business results.


Creative ServicesMotto: “While the motto of the 1990s was ‘culture’, the motto of the

21st century seems to be ‘creativity ‘”

Our product is IDEAS:• Business IDEAS

• Brand IDEAS

• Strategic IDEAS

• Famous IDEAS


PR

Consultancy Media relations

Crisis management

CSR Programs

Internal Communication

4. Babel’s DivisionsPR Department

Our PR services

PR DepartmentMotto: “If our clients succeed, we succeed”

• Great PR is about connecting with people, not just communicating with them.

• Our PR team creates relevant, bold, successful media-neutral solutions that add to the value and profitability of our clients' corporate and product brands.

• We are always looking for that creative breakthrough – something that will set our client apart from everything else.

• Babel Communications PR consultants have an average experience of 5 years in PR, and most of them have a journalistic background.

• Our Senior PR Lifestyle & Technology consultant, Loredana Oproiu, has over 6 years of experience in media and communication. A previous lifestyle journalist, Loredana entered PR in 2005 and she worked for technology clients such as Philips, HP, Cisco, Sony Ericsson.


Case studies selection

A Christmas Tree for all Romanians

• Nominated at SABRE Awards 2008 for two categories: “Best PR Project in South Eastern Europe” and “Publicity Stunt”

• Nominated at CIPR Excellence Awards 2008, in the Broadcast Category

• Winner of Silver PR Award 2008 in the Corporate Communication category

The project

• Millennium BCP launched a subsidiary in Romania in October 2007, on a market with more than 40 brands.

• The bank entered Romania with a generous and human-related positioning, rooted in the bank’s philosophy - “life inspires us” and offered Romanians the highest Christmas Tree in Europe built in Bucharest’s Unirii Square. The Tree gave people a reason to be proud and opened their souls to the magic of Christmas.

• The project succeeded to become a landmark for Bucharest and had international media exposure.

Research and planning

• Primary research sources– Brand benchmarking– Media content analysis– Media consumption research

• Secondary research resources– Other similar Christmas Tree projects in Portugal and Poland to evaluate the

possible PR challenges– Statistics about traffic downtown Bucharest– Public Opinion Barometer of the Open Society Foundation

• Conclusions of the research confirmed that the project should address Romanians’decreasing self-pride and invite them experience the positive celebrity of being thehosts of the most spectacular Christmas Tree in Europe.

Campaign stages and tactics

• Press Conference to launch the project - October 18, 2007

• Internal communication for staff and poster campaign in the branches for clients

• Informal meetings and media pitches: October 28 – building the metal structure;November 26 – rising of the star in top of the tree; November 28 - rising of the lightingpanels; November 29 – light tests

• Launch day on December 1 (National Day of Romania, the traditional timing ofilluminating Bucharest for season celebrations) - public event and live TV broadcasts

• Ongoing Realitatea TV media partnership and photo contest

• Charity campaign – “Give a toy for the children without Santa” - December 10 - 21 2007

• Closing the project - Press Release announcing the disassembling of the tree

Results – The Brand

• 77% awareness about the highest Christmas Tree in Europe, measuredwithin core target as described above, compared to a planned 70%;

• 42% of those who were aware about the project linked the tree to the bank,compared to a planned 40%

• 52% of total respondents highly appreciated the project as a positiveinvolvement of the bank in social life

Baneasa Shopping City

• Baneasa Shopping City, „the most eagerly awaited fashion mall from Romania” situated in the Baneasa Commercial Area of the Baneasa Project opened its gates on the 17th.

• The Grand Opening event has been separated into: the Press Conference and the VIP Evening Event.

• The special guest at the opening event was Eva Herzigova. Other VIP’s: Irina Schroter, Doina Levintza, Catalin Botezatu, Oana Roman, Catinca Roman, Camelia Sucu, Zina Dumitrescu, Andreea Esca etc

BTL DepartmentMotto: “The price of greatness is responsibility”, Sir W. Churchill

• We have one of the most experienced BTL teams on the market, which has developed projects for Henkel, Praktiker, Government of Romania, International Summit (Mr. Bush visit to Romania), Enescu Music Festival, JVC, SME’s Fair (TIM) for the Commerce Chamber of Bucharest, Glasscorp, etc.

• Our main metrics for a successful event are:Attendants vs. invitees ratioMedia coverage 360O feedback analysis (satisfaction index)


Ceresit Caravan – 11th of August – 6th September 2008• The concept “Full shot with Ceresit” (“Suteaza si Ceresit te premiaza”) • Location: 64 building sites in Constanta, Galati, Bacau, Iasi, Brasov, Sibiu, Cluj Napoca, Timisoara, Bucuresti• Attendants: 8000 construction workers

BTL DepartmentExamples of Major Successful Corporate Events


Glasscorp Launch – 20th of June, 2008• launch of the new glass company in Buzau• ratio attendants/invitees: 0.8• coverage in business, generalist and financial media (still gathering the articles)• event organized in three weeks



Launching of the new production unit Henkel - October 10th 2007:• Location Campia Turzii (Cluj)• 150 guests: mass-media (national & local), Henkel’s partners & clients



Henkel Dealers’ Event – December 2005

• 300 guests, Palatul Parlamentului



Jose Carreras Event – 19th of December 2004

• event developed under the high Patronage of the President of Romania



Media DepartmentMotto: “What you see is what you get…

and more”

We believe that returns must be quantifiable and

accountable.

We combine innovation and imagination with

measurement and evaluation.


• Strategic Planning- Recommendations- Annual flowchart development

- TV rating forecast- CPP forecast

• Negotiation with the Media channels:- For the Annual budget- Renegotiating in case of any changes- Solve current questions of placement

• Detailed media planning

• Post-buy reports

• Competitors analysis

Contact:

Alin Gherman – General ManagerMobile: 0723 282 353

Email: [email protected]

Laura Ilie – Head of Strategy and New BusinessMobile: 0723 399 143

Email: [email protected]

Address: Babel Communications, 5 Cpt. Demetriade Street, District 1, Bucharest

Web: www.babel.ro

mailto:[email protected]

mailto:[email protected]

http://www.babel.ro/

Thank you!

Babel Communication Presentation

Business

Transcript of Babel Communication Presentation