Jan
16
Cine cistiga contul Vodafone?
16 January, 2007 | 26 comentarii
In aceste zile se pregateste pitch-ul anului in publicitate. Vodafone, cel care, alaturi de Orange, domina clasamentul brandurilor in investitiile de publicitate, isi alege agentia de media cu care va lucra in 2007.
Contul companiei de telefonie mobila a fost evaluat la 38 milioane de euro la rate-card pe primele 10 luni ale lui 2006, conform Media&Advertising.
Concureaza McCann Erickson (actualul partener Vodafone), Media Direction si OMD, Mindshare, Zenith Media.
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Comentarii
26 Responses to “Cine cistiga contul Vodafone?”
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January 16th, 2007 at 12:26 pm
Cred ca asta intra la capitolul “impuse” din afara. Trebuia bifata.
Tot Mc Cann va castiga. Afinitatile sunt prea mari.
January 16th, 2007 at 12:32 pm
ajuta la ceva?: sa vedem. Inteleg ca le-ai dat celor de la McCann o situatie fara iesire. Dc pierd e rau, dc cistiga sint cei doriti
January 16th, 2007 at 1:11 pm
McCann par sa fie favoriti, pe departe.
EI nu sunt de ceva ani in relatii foarte bune cu Connex/Vodafone?
January 16th, 2007 at 1:12 pm
as zice ca mccann pleaca cu sansa 1, desi nu cred ca este cea mai buna alegere… http://bogdanlebu.wordpress.com/2006/11/21/media/
January 16th, 2007 at 1:20 pm
bogdanlebu : poate ca va fi o alegere de cost. Ce zici?
January 16th, 2007 at 1:29 pm
bogdanlebu : a postat si iqads ceva despre zenith
http://www.iqads.ro/stire_6283/zenith_media_a_luat _un_a.html
January 16th, 2007 at 1:51 pm
nu cred ca logic ar fi sa ia o decizie doar bazata pe cost. la asa un cont mai ai nevoie si de servicii, creativitate in media… zenith le are…
apoi, cu asa un buget, costurile cred ca vor fi cam aceleasi… statiile tv (care inghit cea mai mare parte din acesti bani) vor da acelasi cpp, cred, tuturor agentiilor, pentru conturile astea!
January 16th, 2007 at 2:00 pm
poate fi si o alegere de cost, dat fiind ca Vodafone e condusa de un “finantist”.
Cred ca trebuie sa privim mai intai la motivele ce ar putea sta la baza deciziei de a initia un pitch de media.
Cartea de “media pitch” spune urmatoarele (Putem sa le luam prin excludere si sa vedem ce ramane):
“For an advertiser, the decision to invite a pitch in the media and more specifically media buying area, can be made for several reasons, for example:
1. Internal procedural systems which call for periodic competitive review of each of its partners/suppliers.
2. Modification in the structure of the company (mergers, buy-outs, etc.) and therefore its needs, especially regarding media arrangements.
3. Wanting to test the negotiation, innovative and creative capacity of its current partner/supplier.
4. Unsatisfactory relationship with the incumbent media agency. ”
Asadar, 4) nu este cu siguranta, 3) la fel. Cred ca este o combinatie de 1) si 2).
cred totodata ca au si un “evaluation scheme” beton, venit de pe retea si, ca decizia nu va fi luata aici.
Avem asadar doua situatii: daca decizia o iau cei de aici, Mc Cann are toate sansele sa castige. Daca nu, toate agentiile pornesc cu aceeasi sansa.
January 16th, 2007 at 2:09 pm
irina: e interesant ceea ce spui. Pe de alta parte, motivelor pe care le-ai enumerat si care stau la baza deciziei unui pitch li se pot adauga cele specifice Romaniei:
1. Piata cu inflatie mare si cu crestere mare a cheltuielilor de publicitate,
2. Piata hipercompetitiva pe mai multe segmente de media
3. Crestere economica importanta
Plus ca apar chestiuni legate de new media, care sint pe un trend global, nu neaparat romanesc. Pe o asemenea piata, inflationista, fragmentata si competitiva, expertiza media este extrem de importanta.
Multumesc.
January 16th, 2007 at 2:28 pm
As fi curios daca vor cumpara baietii si reclama pe bloguri
January 16th, 2007 at 2:40 pm
Oradeanul,
eu zic ca da, unele bloguri vor avea reclama in acest an.
January 16th, 2007 at 8:39 pm
Eu deja am fost contactat … dar nu dau blogu’ din mana pe bloaga de pe gard
January 16th, 2007 at 11:07 pm
ce te-a apucat sa scrii tu despre ce o sa se intample la vodafone?… s-a terminat mizeria din sport?… eu unu nu inteleg…tu acum le-ai facut publicitate?…sau maine pe telefon o sa primesc sms ca tu esti cel mai bun editor publicidin tara?…poate imi explici si mie
January 17th, 2007 at 2:50 am
cat de ingusti la minte sunt unii.
succes in continuare catalin si continua cu astfel de posturi
January 17th, 2007 at 4:01 am
nu cred ca (mai) suntem o piata cu crestere inflationista mare.
inflatie Romania 2006: 4.8 ceva la suta
inflatie ungaria 2006: ceva de genul 3 si ceva la suta
inflatia UK 2006: 3%.
si dobanzile la noi scad in continuare…
January 17th, 2007 at 9:37 am
catalin s-a referit la inflatia de pe piata media, la cresterea continua a tarifelor de publicitate, nu la inflatia generala, la nivel macroeconomic in Romania.
Nu cred ca inflatia si miscarile de pe piata i-au determinat pe Vodafone sa organizeze pitch-ul, nu in mod direct cel putin.
Poate doar in sensul in care vor sa vada care din agentii se adapteaza mai bine acestor schimbari, sau, pur si simplu, sa se asigure ca agentia lor actuala este cea mai buna alegere. Au nevoie pratic de o confirmare.
In plus, e bine ca, din cand in cand agentia sa simta o unda de amenintare, pentru a o determina sa fie mai eficienta, mai competitiva, sa primeasca practic un imbold.
cine stie care este reteaua cu care lucreaza Vodafone worldwide?
January 17th, 2007 at 2:00 pm
nu mai combate nimeni aici?
January 17th, 2007 at 4:16 pm
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January 18th, 2007 at 12:47 am
finantista la vodafone? cine e?
January 18th, 2007 at 11:52 am
pai liliana solomon are background financiar
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February 26th, 2007 at 12:43 pm
23 feb – Operatorul de telefonie Vodafone va alege, până la sfârşitul săptămânii viitoare, agenţia care îi va gestiona bugetul de media (de reclamă ), în urma unui pitch la care s-au prezentat patru agenţii, dintre care compania a selectat Universal McCann şi OMD-MD, spun persoane apropiate licitaţiei.
Bugetul de media al Vodafone este evaluat la peste 15 milioane de euro, după unele estimări