Mattel Latin American Summit
- 1. Creative & Marketing Communications Update LISA McKNIGHT and KRISTINA GOULD LAAM Summit Mexico City January 2007
- 2. Introduction Combined existing creative and marketing services groups to eliminate redundancies, leverage scale and provide one stop shopping for the corporation Group provides creative services to support Mattel Brands and Corporates marketing initiatives through creative expertise and intimate brand knowledge, while delivering fiscal efficiencies
- 3. Organization Team is organized into six functional areas of expertise.
- 4. Capabilities Print Advertising Provide Consumer & Trade Advertising support for Mattel Brands.
- 5. Capabilities Television Advertising Creative development and production; produced over 40+ commercials realizing over $2.6MM in agency fee savings in 2006. Hyperscan Barbie Sleeping Beauty Max Steel
- 6. Capabilities Brand Guides Brand communication guides for Barbie and Hot Wheels including advertising, packaging, merchandising, online and event marketing direction; utilized by toy marketing, licensing and entertainment partners
- 7. Capabilities Photography Provide photography for packaging, public relations, advertising, and trade purposes
- 8. Capabilities Asset Management Document majority of Mattel (exclusive of FP) product line with photography and trade copy Provide bi-annual product catalog; recently uploaded 80% of Fall 07 product line to media source at conclusion of toy fair
- 9. Capabilities Cost Consultants Facilitate global Ogilvy agency fee and hub negotiations. Provide assistance with local international agency negotiations by providing benchmarking data by country, performance survey and proposed schedule (goal is to have all fees locked by March 30, 2007)
- 10. Opportunities Better creative alignment across brand wide marketing initiatives. To date, best examples are in Barbie entertainment efforts and the below Boutique by Barbie event in Australia:
- 12. Global Marketing Objectives & Strategies Optimize excitement and promotional nature of entertainment to drive sales of BCP Leverage core Barbie brand attributes to drive sell-thru of key categories Ensure retail connectivity in all marketing activities Provide worldwide creative consistency Support licensees with best in class creative materials and tools
- 13. Mermaidia Print Party Goods and DVD Print Ad April issues of Better Homes & Gardens and Parents Magazine ~ 9MM Circ
- 14. Mermaidia Print Germany Poland
- 15. Mermaidia Online Barbie.com Dedicated Plan a Party within Parents section Dress up and Role Play items featured in April BMail and BTV
- 16. 12 Dancing Princesses Print November Print Ad Better Homes & Gardens, Child, Parent, Family Circle; ~ 9MM circ Holiday Toy Wishes
- 17. Global Print Italy Germany Italy
- 18. Cross Sell Booklet Cross Sell Inserted into 2MM Domestic DVDs; 100+MM booklets worldwide
- 19. Holiday Gift Guide Wal*Mart Exclusive 8 Page Holiday Gift Guide Better Homes & Gardens, Parents, Child, Family Circle ~ 9,000,000 Wal*Mart Islander ~ 560,000 Theater Screenings ~ 17,500
- 20. Holiday Gift Guide Poland Insert Cover w/ spread
- 21. Holiday Gift Guide Canada
- 22. Holiday Gift Guide Australia
- 23. 12 Dancing Princesses Programs TV CDI Dance Mat TV @ TRU Airing between 10/23-12/10 Tied to in-store promotion at TRU Exclusive Product
- 24. VIDEO SLATE Dance Mat TRU DRM #38
- 25. Theater Screenings VIP Theater Screenings on September 9 in 49 theaters throughout the U.S.
- 27. Global Events Singapore Add photos of Theater screening in Singapore
- 28. Macys Thanksgiving Day Parade
- 29. Barbie.com BTV CDI Learn to Dance Like a Princesses Instructional DVD and Dance Mat
- 30. Core Barbie
- 31. Print Advertising U.S. U.S.
- 32. Print Advertising France Italy
- 34. Print Advertising Spain UK Insert George Ad With Lexi Leaping Insert SS 07 B&B Ad
- 35. Print Advertising Italy Insert SS 07 Pitti Bimbo Vogue Bambini Ad and Fashion or Mood Ad
- 37. Print Advertising Australia Argentina Delete this ad or replace with another not from latin america.
- 38. Print Advertising Poland Australia
- 39. Print Advertising Italy Greece? Insert in Belcom Ads Flower clock and Picture Frame Verify countries below.
- 40. Outdoor Spain
- 41. Outdoor Romania Billboards in Bucharest, 1A locations in the city-center.
- 42. Outdoor Turkey
- 43. Outdoor Italy
- 44. Outdoor Philippines Insert Philippines Billboards And Thailand Vertical Light Boxes (Grace) Thailand
- 45. TV Spots KidDesigns Hug n Heal Pet Doctor I Know You Smart Phone Jam with Me Electric Guitar and Keyboard Airing: October/November 2006 Hallmark Keepsakes included in TV spot airing end of November during the Hallmark Hall of Fame movie. Siport Footwear Italy Puig Fragrance UK, Spain
- 46. VIDEO SLATE Siport Footwear #37 PUIG Fragrance #47
- 47. Online BTV Product Feature
- 48. advertising Insert B-Barbie ad or display graphics Whatever looks best.
- 49. Online Bmails HEAD/Penn Bmail Shop with Barbie E-tailer Website
- 50. Italy Experience Tour
- 51. Window Display
- 52. Barbie.com
- 53. The Event Fashion photographer of Vogue Bambini took pictures
- 54. The Girls
- 55. Advertorial
- 59. Spain Barbie Hotel Room Opening June 29th
- 60. Spain Barbie Hotel Room
- 61. Korea Barbie Hotel Room Insert page of printed materials
- 62. Korea Barbie Hotel Room Insert pictures of room
- 63. Public Relations April Trunk Show Included Barbie Lifestyle Products, Luxe and 12 DP
- 64. Taiwan - Barbie Award Insert page of printed materials
- 65. Taiwan - Barbie Award Insert photos of event
- 66. Pubic Relations Apparel/Accessories
- 67. Pubic Relations Back to School/Home
- 68. Pubic Relations Sporting Goods Over 100 million impressions with estimated media value of $1.7 million
- 69. Global BCP Marketing Review 55 TV Spots 100 Print Ads 10 Gift Guides 20 Outdoor Campaigns 50 Events 40 Trade Shows Unprecedented WW Press Coverage Over $50MM in Marketing Support for the Doll Business
- 71. Whats Next in 2007? Continue to support entertainment by participating in toy and DVD marketing initiatives Support key categories with robust sell-in and sell-through programs Work closely with licensees to provide creative tools and solutions to meet business needs Brand guides = flexibility New participation model for Barbie.com
- 72. Bring Barbie to Life
- 73. Opportunity Create global consistency while allowing for flexibility Connect advertising to other brand communication SELL THE PRODUCT REINFORCE THE BRAND
- 74. Campaign Elements Fantasy/Entertainment Entertainment Logo Brand Mark Soundtrack Movie Animation
- 75. Campaign Elements Core Barbie Brand Logo Brand Mark Barbie Girl Mnemonic Color
- 76. Barbie Silo Head Applications Update with new girl and doll ads See Highlight 2006 Update with screen captures from final TVC
- 79. VIDEO SLATE Barbie TV Broadcast Fairytopia Co-Stars/Dorm Rooms - Fairy Friends MABU 4253 Fairytopia Fairyoke Wings - Friends MABU 4233 Fairytopia DVD Game/Elina - Adventure - MABU 4203 Career Dolls - Wanna B - MABU 4503 Barbie Grooming PUP Styling Head - Puppy Lovin - MABU 4332 Barbie Wedding Collection - Share - MABU 4163 Equity Spot - MABU 3863