BUREAUS
Ceo/algemeen directeur Arjan Kapteijns spreekt van een ‘partnership’ dat gaat opereren volgens een ‘twee merken, één deur’- structuur. Saatchi & Saatchi biedt klanten net als voorheen een geïntegreerde aanpak, Saatchi X blijft shoppermarketingexpertise bieden en Leo Burnett Arc zal zich specialiseren in ‘praktische, activation- based communicatieoplossingen’. Om kosten te besparen, betrokken Publicis Groep-bureaus Saatchi & Saatchi, Arc en Starcom eind vorig jaar al samen een nieuw kantoorgebouw, waarbij Arc zichzelf weer omdoopte in Leo Burnett. Drie jaar eerder was de omgekeerde beweging gemaakt: het merk Leo Burnett Amsterdam werd toen vervangen door Arc Amsterdam en onderdeel van Arc Worldwide, de through-the-line partner van Leo Burnett Worldwide. Managing director Marcel Hölscher is in de nieuwe opzet Business Unit Leader van Leo Burnett Arc. Mariëlle Tammer is Business Unit Leader Saatchi & Saatchi en de creatieve directie van Saatchi & Saatchi en Leo Burnett Arc wordt gevormd door Avinash Sampath en Tim Bishop. Jan Uitendaal is cfo.

CREATIEVE AGENDA
De structurele veranderingen zijn volgens Kapteijns op gang gebracht door een nieuwe ‘creatieve agenda’. Deze insteek, ‘Being Today’ genoemd, is ‘de hoeksteen van het nieuwe Saatchi & Saatchi in Nederland’, aldus Kapteijns in een persbericht: ‘Onze manier van denken en het bepalen van de strategie richten we op het leveren van creatieve ideeën die crossmediaal, voor alle platformen participatie mogelijk maken. Want we bouwen vóór alles aan motionele connecties. Tussen de merken waarvoor we werken en de 16,5 miljoen mensen in dit land.’

VERANDERINGSPROCES
Hoogdravende woorden, waarmee de ceo wil zeggen dat zijn bureau relevant wil zijn voor deze tijd. Was het dat dan nog niet? Kapteijns: ‘Toen ik hier tien maanden geleden begon merkte ik dat wij toch nog een redelijk klassiek bureau waren. Je ziet dat veel bureaus expertises als online en social media in aparte shopjes zetten. Wij zijn van mening dat alles een digitale component heeft en dat dit daarom geïntegreerd moet zijn in het geheel. We hebben een veranderingsproces ingezet. Waarbij “Being Today” een motto was dat we waar willen maken: niet het bureau van morgen zijn maar continu het bureau van vandaag.’ De veranderingen hebben volgens Kapteijns al successen opgeleverd voor de Nederlandse vestiging van Saatchi & Saatchi. Hij noemt het binnenhalen van Mead Johnson Nutrition en Strijp-S als recente voorbeelden, en de geïntegreerde realitycampagne die het bureau bedacht voor de lancering van TMobile’s Relax abonnement. Ook zit het bureau in de laatste ronde van een internationale pitch voor Schweppes.

Bron: Adformatie

Operating under a ‘two brands, one door’ structure, Kapteijns will lead
Saatchi & Saatchi/Leo Burnett Arc, the Netherlands as CEO/Algemeen Directeur.

Kapteijns will be supported by a talented senior management team comprising
Mariëlle Tammer as Business Unit Leader for Saatchi & Saatchi and Marcel Holscher as Business Unit Leader for Leo Burnett Arc. Avinash Sampath and Tim Bishop take up the Creative Director roles of both Saatchi & Saatchi and Leo Burnett Arc. Jan Uitendaal will be Chief Financial Officer of the group. The team will operate from the harbour-side Danzigerkade office location, with a view to fostering a strong collaborative culture.

Kapteijns on the partnership: “As the Lovemarks Company, Saatchi & Saatchi will continue to provide a fully integrated offering to clients, creating compelling content solutions that build Lovemarks – brands that inspire Loyalty Beyond Reason. Saatchi X will continue to offer shopper marketing leadership to clients and Leo Burnett Arc Netherlands will specialise in practical, activation-based communication solutions and add value to much of Saatchi & Saatchi’s tactical execution.”

On the agency’s new creative agenda he added: “We’re a young, eager and enthusiastic team creating an agency relevant to today’s times. ‘Being today’, we believe, is the cornerstone of the new Saatchi & Saatchi in the Netherlands. Our thinking and strategy will focus on delivering creative ideas that allow participation across all platforms, building emotional connections between the brands we work for and the 16.5 million people of this country.”

The structural changes have already led to a string of successes for the Saatchi & Saatchi Netherlands Agency in the first quarter of 2010. Recent new business additions include Mead Johnson Nutrition and Strijp-S. They are also currently in the final rounds of a multinational pitch for the Schweppes Fruit Fusion range.

For their client T-Mobile, the Agency introduced the acclaimed Reality Ad Series Campaign that launched T-Mobile’s new “Relax” subscription – an integrated campaign that features a 39-year-old carpenter reuniting his football team from 1997 for a rematch with his unused minutes and texts. This multimedia campaign spanned three months and delivered a substantial boost in sales.

The Netherlands Agency was most recently the lead agency in Saatchi & Saatchi’s launch of Sara Lee’s L’Or Espresso capsule (a new espresso capsule

compatible with Nespresso appliances) in France, with the product reaching outstanding consumer awareness levels in a record two weeks.

Saatchi & Saatchi’s clients in the Netherlands include T-Mobile, Procter & Gamble (P&G), Mead Johnson Nutrition, Wagner Pizza, Cordaid, AVRO, Duvel, Strijp-S, Sara Lee and Visa, among others.

Leo Burnett Arc’s clients include Fiat, P&G, Chrysler, Lancia, Jeep, Dodge, Hallmark, Rijkswaterstaat (Dutch Department of Waterways and Public Works), Mushroom Promotion Foundation, Amsterdam ArenA, It’s, and Hulshoff.

The P&G brands from both agencies will be consolidated to form a singular P&G hub that will handle the work for Ariel, Head & Shoulders, Olay, Pampers, Max Factor, Fixodent and Eukanuba for the Netherlands.

ENDS

NOTES:

Saatchi & Saatchi EMEA has 74 offices in 56 countries across Europe, the Middle East and Africa. Simon Francis is Chief Executive Officer EMEA and John Pallant is Regional Creative Director EMEA. As a network, Saatchi & Saatchi is renowned worldwide for creating compelling content solutions that build Loyalty Beyond Reason for its clients’ brands.

Arjan Kapteijns is CEO/Algemeen Directeur, Saatchi & Saatchi / Leo Burnett Arc, the Netherlands. Prior to this role he spent nine years as an independent entrepreneur and partner at the brand innovation agency Project X where he managed a broad scale of brand innovation projects. Key clients included Volkswagen, Audi, NS, Bijenkorf, Hema, KPN, Unilever, Remia, Postbank, ING Bank, Robeco, The Office of Economic Business and TiasNimbas Business School. Prior to that he spent nearly nine years at DMB&B Worldwide Communications, where he held the roles of Marketing & Strategy Director and European Planning Director. As a member of the NIMA College, Kapteijns is responsible for ensuring the quality of the NIMA communications exams. From 2001 to 2009 Kapteijns was a monthly columnist for the trade publication “Tijdschrift voor Marketing”.

Nespresso® is a registered trademark of Société des Produits Nestlé S.A., a company not associated with Sara Lee.

CONTACT:

Arjan Kapteijns
CEO/Algemeen Directeur Saatchi & Saatchi / Leo Burnett Arc, the Netherlands
Tel: +31 6 150 90 90 1
Email: arjan.kapteijns@saatchi.nl

Isobel Kerr-Newell
SweeneyVesty for Saatchi & Saatchi
Tel: +44 20 3178 5710
Email: isobel.kerr-newell@sweeneyvesty.com

The last 16 days lost minutes accumulated in print, billboards, banners, on national television and on the website verlorenminuten.nl, where we announced: “Not everything is lost. Discover it on 13 January”.

Starting today finally the sender was unmasked and our new campaign for the new relax of T-Mobile was launched. The campaign unfolds itself on TV, but also on Hyves (The Dutch equivalent of Facebook), YouTube, Radio, Print, Outdoor Instore, internal communications and on the campaign site www.t-mobile.nl/relax.

The first two commercials will be broadcasted within the next two weeks. Then the next phase with commercials will follow. How the campaign will evolve we do not know yet. We will let us surprise by reality. One of the real people in the commercials will get the opportunity to realize his dream using the extra minutes of T-Mobile Relax. And we will follow him other.

On the site you will find besides information about the new Relax, also a link to branded utility the T-Mobile Countdown. Your Holiday. A great party. The concert of your favorite band. With this branded utility on Hyves, you and all your friends know exactly how many minutes you still have to wait. Share the application with all your friends.

Our new address is:
Danzigerkade 23c
1013AP Amsterdam
Tel: +31 (0)20-5431543
Fax: +31 (0)20-5431515

We discovered a new appreciation for old values, an unstoppable tide of determination and a renaissance of intimacy and emotion.

Read more on:

http://www.xploringfromthetop.blogspot.com/

The reality is people are reframing their whole life value system. The only way forward therefore is to understand where our brands can best fit in this new value set.

We believe that retailers and services are responding to this faster than classic brands, which seem to still want to lead the value discussion on their terms. Retailers and services are more attuned in real time to how shoppers are changing their habits and behaviors.

A lot of value discussions are now seen as temporary and tactical. But the reality is that they need to be strategic and long-term. People have already realized this is not going to be a blip – this is the new world order – and any adjustments they make are likely to be permanent. They do not see this as something to “get through’. This is the new reality.

Gas prices are down (lowest point in 5 years), yet miles traveled has not gone significantly back up – people are seeing the benefits that the changes in behavior are bringing and are sticking to them. They’re enjoying taking the bus/walking to work/car pooling with friends. Prius buyers have income levels of BMW buyers (Over $100,000)

BMW buyers are remaining loyal, but trading down from 5 series to 3 series.