Vous êtes sur la page 1sur 53

GETTING

FEARLESS WITH
ALCON
NOVEMBER 18, 2016

| Havas Health 2016.


Introductions! Tells us a little bit more
Name
Function Keep?
How long youve worked at/with Alcon
XXX

| Havas Health 2016.


2
Todays objectives

Introduce you to Share history with Review past and


Havas & H4B Alcon and capabilities proposed work on
Chelsea in corporate brand the Alcon brand
building

| Havas Health 2016.


3
15 minutes Arrivals / Breakfast

Update once available time 10 minutes Introductions / Objectives


Introductions
is finalized. Heres a draft Objectives / Agenda

70 minutes Getting to know H4B Chelsea


assuming 2.5 hours. Agency capabilities
Agency / Alcon Structure
Past work with Alcon
Past work in corporate branding
Note, we can truncate as

AGENDA
15 minutes Break
needed would like to offer
30 minutes Corporate brand work completed to date
Kim the floor for 15 minutes Share process and work completed in 2016

early on to talk about her 30 minutes Review current proposal


Share work beginning now
vision for the future Share potential longer-term objectives

15 minutes Wrap up & Next steps

Time Lunch & agency tour


permitting

| Havas Health 2016.


4
GETTING TO KNOW H4B CHELSEA

HavasHealth
| Havas Health2016.
2016.
Replace w/Havas Health &
You
WHO WE ARE

| Havas Health 2016.


6
COMMERCIAL STRATEGY MARKET ACCESS NAMING, BRANDING, & DESIGN

MEDICAL AFFAIRS &


DIGITAL & PRINT PRODUCTION MARKET DEVELOPMENT SCIENCE STRATEGY STRATEGY TO ACTIVATION

REDBIRD

INNOVATION AND PROTOTYPING MEDIA BUYING & PLANNING PUBLIC RELATIONS

| Havas Health 2016.


Replace w/Havas Circle
get from Holly
7
Prob delete pending agenda
convo w/Roslyn
SOME SERVICES YOUVE
ALREADY LEVERAGED

| Havas Health 2016.


8
9

| Havas Health 2016.


TORONTO, HEREDIA, MUMBAI,
Flagship agency of CANADA COSTA RICA INDIA

one global group


CHICAGO, BOSTON, LONDON,
USA USA UK

PARIS, SHANGHAI,
FRANCE CHINA

NEW YORK,
USA
HAMILTON, MANCHESTER,
USA UK

MADRID, DSSELDORF, SO PAULO,


SPAIN GERMANY BRAZIL

2016.
Health2016.
HavasHealth
TOKYO, MILAN, BEIJING,

| Havas
JAPAN ITALY CHINA
10
TORONTO, HEREDIA, MUMBAI,
Flagship agency of CANADA COSTA RICA INDIA

one global group


CHICAGO, BOSTON, LONDON,
USA USA UK

PARIS, SHANGHAI,
FRANCE CHINA

NEW YORK, of our clients use


USA more than one
HAMILTON, MANCHESTER,
global office
USA UK

MADRID, DUSSELDORF, SAO PAULO,


SPAIN GERMANY BRAZIL

| Havas Health 2016.


TOKYO, MILAN, BEIJING,
JAPAN ITALY CHINA
11
WHY DO WE NEED
TO BE FEARLESS?

HavasHealth
Health2016.
2016.
12

| Havas
Fearlessness GREAT
pays dividends
CREATIVE IS

MORE
EFFECTIVE

2016.
Health2016.
AT DRIVING MARKET SHARE

HavasHealth
| Havas
SOURCE: Field P The Link Between Creativity and Effectiveness, London, UK: The IPA; 2010 13

Patients expectations
arent being set by
our industry. They are
being set by Coke,

Apple, Chipotle,
Amazon, IBM, Doritos.
Henry Anderson
Director of Social Media at one
of the top 5 pharma companies

| Havas Health 2016.


14
HOW WE DELIVER FEARLESSLY,
EFFECTIVELY, EFFICIENTLY

HavasHealth
| Havas 2016.
Health2016.
15
The H4B Chelsea
difference Traditional Model Our Model
Marketing Development

Medical Education Marketing Development


Advertising Medical Education

PR Advertising

RM PR

Medical & Strategy


Managed Markets
RM
Digital

DTC

Digital
Managed Markets

DTC

2016.
Health2016.
Medical & Strategy

HavasHealth
| Havas
16
The company
we keep

Replace Replace
w/Astrazeneca w/Merck

Replace
with Avanir

| Havas Health 2016.


Replace with
Aytu
17
The company
we keep

90 %
65 %
of our clients use
2 or more capabilities

use 3 or more

| Havas Health 2016.


18
Being fearless
with H4B Chelsea
pays dividends

90%
of our clients hit
or exceeded
their marketing
goals last year

HavasHealth
| Havas 2016.
Health2016.
19
20

| Havas Health 2016.


TEAM STRUCTURE

21

| Havas Health 2016.


Enterprise and Portfolio Leadership

Alcon Client Services

Chris Schnurman
Mike Peto Christian Bauman
Global Vision Care Alcon Team Lead US Vision Care Chief Operating Chief Creative
Officer & Partner Officer & Partner
Lets add Surgical &
CyPass teams. We dont
need faces below the VP
level if that helps Lauren Berkoff Kristen Goelz
SVP, Account Director SVP, Account Director

Franchise/US Franchise/US
Air Optix DD/Specialty & Franchise LC

Jenn Chang Christina Gohde


VP, Account Supervisor VP, Account Supervisor

| Havas Health 2016.


Kelly Noon Zach Birenbaum
Senior Account Executive Account Supervisor

Peter Adams 22
Assistant Account Executive
Alcon Creative
Christian Bauman
Chief Creative Officer & Partner

Lets add Surgical &


CyPass teams. We dont Copy Art
need faces below the Sup
level if that helps Beth Sabbatini
EVP, Executive Creative Director

Danielle Decatur Natalie Garber


VP, Associate Creative Director VP, Associate Creative Director

Chris Skinner Christina Amazan Diego Paz Will Diggs


Copy Supervisor Copy Supervisor Art Supervisor Senior Art Director

| Havas Health 2016.


Alex De Liberto David Escobar
Copywriter Art Director
23
Alcon strategic planning
and medical

Anna Kotis Karsten Risch, MD, PhD, MPH


Associate Managing Director,
Chief Medical Officer
Marketing Strategy and Innovation

Mary Mazza
SVP, Account Planner

Add pic of Dora


here. SVP Account
Planner, Alcon Jackie Colognesi
Surgical VP, Customer Engagement Strategist

| Havas Health 2016.


24
Meena Larijani
Account Planner
HISTORY WITH ALCON

25

| Havas Health 2016.


H4B Chelsea is currently the Agency of Record for
a significant portion of Alcons brands

Alcon Vision Care Alcon Pharma Alcon Surgical

| Havas Health 2016.


26
Our partnership with Alcon
H4B awarded AOR
status for AVC
Global Franchise

2010 2011 2012 2013 2014 2015 2016

Olopatadine HD

| Havas Health 2016.


27
Alcon follows a decoupled Agency model

Creative & Strategic Initiatives Tactical Execution

Product Liaison Services


Strategic partnership & planning Transcreation & resizing
Ideation / Big ideas Production across multiple mediums
Creative development Collateral materials
Campaign evolution Digital adaptation
New initiatives Advertising resizes
New or updated messaging & claims
New or updated artwork

When there is overlap in services offered, Agencies will work together

| Havas Health 2016.


with Marketing/Procurement to best determine Agency utilization

28
And uses a plethora of partners

Product Liaison
Services
Consumer and
Professional AOR
Execution PR & Social

CRM Medical Education

| Havas Health 2016.


SEO/SEM Shopper
Marketing
Media Digital Digital
Consultation 29
AIR OPTIX COLORS

PROJECT FEARLESS:
THE CONSUMER CAMPAIGN POTENTIAL

| Havas Health 2016.


Cosmetic category
Current DTC up +41.7% YTD vs.
year ago due to AOC
campaign makes launch
an impact
AOC market share
of 67.7%, +41.1 pts
since 2014

30.8% of AOC SOV


from new to contact
lens wearers

High ROI: portfolio


level ROI of AOC TV
is $3.51

| Havas Health 2016.


Marketing challenge: turn a quality niche
product into a mass-market success
Research overview

The team conducted


qualitative, attitudinal,
exploratory research in Research Objective Research Plan
3 major cities.
Understand the role that Qualitative research utilizing
This uncovered deeper color plays in the consumers life innovative research techniques to
insights into our target to and how it connects to beauty elicit the deeper role that color plays
help further understand and the brand in the consumers life and why
the fundamental barrier wearing color-contact lenses is
to wearing color important to her
contact lenses.
3 cities

Beauty-focused women aged 15-25

Output included journal and video

| Havas Health 2016.


diaries, inspiration boards, and
learnings from qualitative listening
Color contact lenses are viewed as
socially unacceptable; and women THE KEY
worry that they will be perceived as
being fake or deceptive.
BARRIER

| Havas Health 2016.


Addresses the
psychological barrier of
fear of being judged
PERMISSION Play offers a palette of
enhancements

TO PLAY from subtle to bold


Supports self-exploration
Hits the right tonality for target
Another avenue for escape from
judgment

| Havas Health 2016.


THE WORK

The evolved campaign leverages these critical insights.


Within the context of permission to play consumers are
free to experiment without fear of being judged.

| Havas Health 2016.


FINAL
EXECUTION

| Havas Health 2016.


All 3 campaign
ideas have very
strong, persuasive
ability and
breakthrough
RESULTS potential

Millward-Brown called all 3 ads more successful than any ever


tested from Alcon
The campaign doubled awareness and engagement metrics from
the successful launch campaign

| Havas Health 2016.


ALL 3 potential ads tested approximately in the 90th percentile of
all CPG ads tested
The teams approach to
research led to uncovering
insights that framed a clear
strategic path to execution.

A collaborative creative brief


development method resulted
in one powerful, single-
minded brand communication.

Exercising discipline and


enforcing a singular focus
in the creative brief is critical
to effective creative outcomes.

| Havas Health 2016.


Insert 2 Birds Case

| Havas Health 2016.


New Background Image

CORPORATE BRANDING

| Havas Health 2016.


40
Need list of corporate brand work from Meredith

| Havas Health 2016.


Insert 1 case. Break open Teva in case of emergency

| Havas Health 2016.


BREAK

43

| Havas Health 2016.


CORPORATE BRANDING
WITH ALCON

| Havas Health 2016.


44
Insert summary of proposal/work last year and work this year

| Havas Health 2016.


Wrap up slide:
TBD pending on whether were lunching, touring, etc

FOR CONSIDERATION if its supposed to be a nice day, do we


lunch or (if late afternoon) have a drink on the Terrace.

ADDITIONALLY we should see if Donna is in the office that day


and can swing by to say hello. Action item for Chris once we get the
times nailed down

| Havas Health 2016.


APPENDIX

47

| Havas Health 2016.


AOA professional

48

| Havas Health 2016.


AONDA professional

49

| Havas Health 2016.


50

| Havas Health 2016.


LATAM DTC
OPTI-FREE

51

| Havas Health 2016.


OPTI-FREE
LATAM TV spot Background/Objective: To develop a DTC campaign pilot
for OPTI-FREE to help promote, create awareness and
highlight the differentiating benefits of OPTI-FREE.

Address the importance of using appropriate products to


keep eyes healthy and highlight the importance of the role of
the ophthalmologist in the adaptation process.

Desired outcome is to change the behavior of those who


used the serum to OPTI-FREE.

| Havas Health 2016.


52
53

| Havas Health 2016.

Centres d'intérêt liés