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 market share 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 inthe bake-off Agencies were asked to work independently on the assignment A joint plan to be made after both the agencies made presentations to Gillette seperately Consumer testing of thenew dry idea advertising 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