Havas x TCL - 欧洲传播方案

PRACTIVITIESFORTCLEUROPEPRHUBAGENCYPITCHHAVASPROPOSALHAVASWORLDWIDE2WHOISINTHEROOMMarionBouchutConsultant10hoursaweekManonGaudefroySeniorConsultant9laundriesaweekFlorenceMoizanAssociateDirectorStoreeggsoutsideofthefridgeIrinaPungaruAssociateDirectorStorestomatoeswithinthefridgeTiffanieRauxConsultant4hoursaweekArielleSchwabSeniorPartner12laundriesaweekHAVASWORLDWIDE31.Havasinanutshell2.Ouranalysisofthecontext3.Whatisatstake4.Actingtogether(Methodology)5.Actionplan6.Bestcasesandreferences7.Team8.BudgetCONTENTSPROPOSAL•HAVASINANUTSHELLPROPOSALWHOWEARE1.1618.7%€2.3Billioninrevenue47%GlobalclientsGrowth20,000People777Offices100Countries6HAVASWORLDWIDEHAVASISPARTOFTHEVIVENDINETWORK7monthlyuniqueplayers170Mtotalindividualpay-TVsubscriberscumulatedfansonsocialmedia11Buniqueviewerseachmonth300M15M8oftheGroup’srevenue50%HAVASPARISLEADSAWORLDWIDEREPUTATIONNETWORKSariyahJalaluddinRuedigerStettinskiElisabettaKluzerAgataPieharz-UrbasAnadeCastroIngemarAkessonJohnnyTwileIngalillSandalMichalVlasakIntheworldaccordingtorevenue371500#10PeopleCountries30Bestinclassagencies#1PRnetworkConsultants,including15Partners+80ConsumerPRExpertsTVnewsstoriesaday1,7Mediacontactsperday+1200+12INFRANCEWEARESPECIALISTSINCORPORATE&CONSUMERPR9WITHANIN-HOUSECHINATOUCHADEDICATEDTASKFORCEFORALLCHINA-RELATEDPROJECTS.TheHavasChinaDesk,basedatourheadquartersinParis,isateamoftrilingual(CN/EN/FR)specialistswithmulticulturalbackgroundsthatwasformedin2017toreinforcebusinessdevelopmentforourclientstoandfromtheChinesemarket.LiaisingwithouragenciesinBangkok,Shanghai,andHongKong,theDesksupportsouragenciesinprojectmanagement,internationalcoordination,interculturalrelationshipmanagement,partnershipsandtranslationfor+100clientsandChina-Europeprojects,includingAlibaba,GACMotorandParisAirport.WANCHENCHUNGHeadofChinaDeskLITINGCHENConsultantChinaDeskGALINATODOROVAConsultantChinaDeskXIULINGWANGAssistantChinaDesk10HAVASWORLDWIDE11WITHEXTENSIVEEXPERIENCE……INSUPPORTINGMAJORTECHBRANDS…INPRCONSUMER…ININTERNATIONALCOORDINATIONPROPOSALWEBELIEVEINAUGMENTEDPR1.2HAVASWORLDWIDE13CREATIVEBUSINESSMEDIABUSINESSPR,SPORTS&ENTERTAINMENTTCLAUGMENTEDBYINTEGRATIONLUDOVICHALARYACCOUNTDIRECTORSEBASTIENPOUZETPARTNERALEXANDREPAULEAUSOCIALMEDIAFLORENCEMOIZANASSOCIATEDIRECTORAHAVASCOMMUNITYFORTCLHAVASWORLDWIDE14AUGMENTEDBYOURCOMMUNITIESANDEXPERTISESENGAGEMENTANDREPUTATIONRETAIL&COMMERCEPEOPLE&DIGITALTRANSFORMATIONCONTENT&EDITORIALINTERNATIONALBRANDCULTURE&ADVERTISINGSOCIALMEDIA15AUGMENTEDBYSTRATEGYTHECORTEX,ourintegratedstrategicplanninghubmadeofstrategists,fromcreative,media,data,content,innovation.Thelargestresearch&developmentbudgetofanyagencyinFrance.Morerelevant,innovativecreativecontentClient-centricstrategiestoraisebrandimageandincreasebusinessresultsMoreaccurateandcompletebrandperspectivesAll-in-oneplaceforseamlessworkTHECORTEXCREATIVEXMEDIAXDATA17AUGMENTEDBYCREATIVITYATELIERDEJEAN—LABFABWehaveanin-housestudioforcreation,productionofsocialcontentandexperimentationthatcanbeactivatedbyallouremployees:LeLab/Fab.Theagencysenttothepressamediakitfollowingpictureconsequencesrules.70CREATIVES18AUGMENTEDBYCOMMITMENTPROPOSAL•OURANALYSISOFTHECONTEXTPROPOSAL•Generalcontextandstrategy2.1OVERALLCONTEXTEuropeconsumerelectronicsindustryissettoreachUSD95.4billionby202495.4BNOfpenetrationinEurope.TelevisionsegmentaccountsforthelargestmarketshareRefrigeratorsmarketshareisgrowingataCAGRof7.2%overtheforecastperiod7.2%58%21YOUAREEVOLVINGINAPROMISINGMARKET…22CHINESETECHHASBECOMEHIGHLYCOMPETITIVE…23…BUTASIANTECHIMAGESOMETIMESFACESPREJUDICIES24TECHNOLOGYMAKESPEOPLEDREAMABOUTTHEFUTURE…25…BUTTECHNOLOGYISALSOAMINEFIELDFOCUSONTHETARGET2.2PUBLICOPINIONINEUROPEISCOMPLEX,DEMANDINGANDFRAGMENTED27HAVASWORLDWIDEWHATSHEEXPECTSOFHERHOMEAPPLIANCEDoesn’thaveaTVyetassheuseshersmartphoneforsocialmediaandinformationandhercomputertowatchNetflix.Asshesharesaflatwithotheryoungadults,shethinksaboutbuyingaproperTVtowatchmoviesandplayvideogamestogetherbutshecan’taffordpremiumproducts.ExpectsherTVtoeasilyconnecttotheonlineservicessheuses:Netflix,YouTube,AmazonVideo…27LAURA25YEARSOLDEarlieradoptersoftechnologyMan/Woman,2535,UrbanLEISUREPlayingmusic,boxing,athleticism,listeningtointernationalpopmusic(andsometimesonvinyls).“Ihaveinterestintech,smartobjectsandgrewupwiththesmartphonetechnology”RESIDENCEFlatsharinginthecity-centreWORKMarketingassistantDIGITALUSERLEVELDIGITALUSERFREQUENCYMAXIME28YEARSOLDEfficencyseekerMan/Woman,2545,Peri-urbanLEISUREPlayingfootball,martialarts,videogames,listeningtointernationalpop,hip-hop“Iuseandneedgood-qualityandreliabletechnologyinmyeverydaylife”RESIDENCE2-bedsflatinasmallcitynearhisjobWORKElectricianWHATHEEXPECTSOFHISHOMEAPPLIANCEUseshisTVeveryday.Heoftenwatchesmoviesandplaysvideogames.HeboughthisfirstTV,washerandfridgewhenhefirstmovedinandnowhopestoimprovehisequipmentashisincomesgrew.HeexpectshisTVtohaveawidescreenandgoodqualitysoundbutalsotobegoodvalueformoney.DIGITALUSERLEVELDIGITALUSERFREQUENCYProfilingofEuropeanpotentialtargetsHAVASWORLDWIDE28SOPHIE31YEARSOLDMARRIED,MOTHEROFA2YEAROLDDAUGHTERFam