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1. Comment on the bake-off assignment and implementation plan followed by Gillette.

The bake-off assignment:

Introduction:

BBDO to compete with AMES to cook up a breakthrough advertising campaign for Dry Idea

Stress was given on the need for a better brand personality

It essentially highlighted the importance and commitment Gillette showed to the product

The confusion surrounding the brands creative crisis was considered urgent matter

The form extension results for Dry Idea were provided in detail

Advertisement campaigns:

BBDO: Never Never

AMES: Body at Work and Get Together

Expected results from the Bake-off assignment:

Remodelling of the strategic business plan Development of a new break-through advertising campaign

Form concept testing with the help of a strong candidate

Benefits of Bake-off assignment over a sole BBDO assignment:

Competition was expected to get the best out of both the agencies

The existing lack of effective advertising was to be tackled through instructing the agencies

to develop a new creative and assisting it with an effective campaign

Gillette have instructed both the agencies to develop a new strategic business plan following

a fixed direction

Form extension through of a new solid advertising plan was planned, since roll-ons marketshare was declining

Implementation plan by Gillette

The implementation plan consisted of four major phases and was expected to run for six months i.e.

till April, 1984

Brand orientation

for agencies

participating inthebake-off

Agencies were

asked to work

independently onthe assignment

A joint plan to be

made after both

the agencies madepresentations to

Gillette seperately

Consumer testing

of thenew dry idea

advertising

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Comments of the Implementation plan:

Since Gillette was looking into form extension the concept of evaluating the two agencies on

test vehicles for which the scores or old dry idea campaigns were available is debatable.

Rather evaluating both the campaigns against each other would have resulted in better

results The difference in the approach followed by both BBDO and Ames can be explained by the

fact that both the agencies were given similar brand orientation by Gillette. The right

approach would have involved providing AMES with a much detailed orientation plan since

they were new to this project. This explains the reserved and unauthoritative approach of

AMES versus the more personal approach shown by BBDO