Capgemini_presentation

My BEST marketing project (I've managed so far)

Agnieszka Głowacz-Asplund

Agenda

1. The best marketing project that I've managed so far

2. My role

3. Briefing and execution approach

4. Why did I choose this project?

5. What did I learn from this experience?

6. How did I deal with tough stakeholders?

7. What would I do differently in retrospect?

The best marketing project that I've managed so far

• Męskie Granie for Żywiec brand - one of the most outstanding festivals on the Polish market
• Every year, refreshing the idea of ​​Męskie Granie and adjusting the promoting campaign of the route to the main communication platform of the Żywiec brand.
• Building the image, engaging and maintaining a high artistic level (selection of the artistic director, premiere of the single, tour promotion, online streaming of the final concert)

My role

• lead coordinator - inside the digital agency and among outside partners and client ( media house, ATL, BTL agencys, event agency, artists)
• managing brainstorms with client and partners
• brifing the creative team and monitoring progress of work
• weekly reporting of project progress/status with client
• creating the necessary documentation and co-creating offers and project calculations
• supervising concerts tour from digital side

Briefing and execution approach

• checking the market, new trends of communication and competitors
• createing brief of the campaign ( which defines the scope of project and project deliverables) with dividing whole campaign on three phases

• briefing strategy team and creative team
• delivering the big idea and proposals of execution for each of the phase to the client with timeline and budgets

• execution of the campaign

• timeline and schedule of work with deadlines for creative, social media and IT teams
• preparing communication plans with collaboration with media house
• acceptance of the final project with client and artist
• testing offline
• launching

Why did I choose this project?

What did I learn from this experience?

• leadership (leading the team, support, open for new solutions & ideas, multitasking)
• dealing with artists, clients and challenging projects
• doing BIG things for real money
• team building is the KEY to the success

How did I deal with tough stakeholders?

OFFICIAL VIDEO CLIP OF THE SINGIEL

• video clip was presented to the client in the very last moment (on the premiere day of the singiel)
• the final version was not accepted by the client
• solution: I made decision to replace video clip with key visual of the concert tour with soundtrack
• client accepted to present NEW video clip within 3 days after acceptance

What would you do differently in retrospect?

• If I were to do this project again, I would delagate more tasks, diuties to built the ownership among my team

• I would be more leader than manager

• I would negotiate more strict contracts with artists to not allow them to have such big impact on the campaign

Thank you!