Title Slide: Group Name – Creative Minds United

QUESTION

Choose an ad as a group

1. chosen ad – https://www.ogilvy.com/work/turnyourback
2. ad in which there are three clear stakeholders.

(E.g. Ogilvy is a world famous multiservice agency. Here is an ad (https://www.ogilvy.com/work/shah-rukh-khan-my-ad-0) it created in partnership with Cadbury, customized for small businesses in India. Ogilvy (agency), Cadbury (client), local shop owner (partner).)

Stakeholder identification

1. One stakeholder will be Ogilvy (agency) regardless of the situation chosen.
2. The group must identify two other stakeholders in the chosen ad, so there are three stakeholders in total.
3. Each student (or a pair of students) must act as stakeholder representative and explain why this party is a stakeholder.

Communications requirement analysis

1. Each stakeholder representative must develop a communications requirement analysis from their perspective.
2. Other members of the group must contribute by explaining what kind of communications they need from this stakeholder to make a good decision, their preferred communication method, and frequency.

RACI

1. Each stakeholder representative must develop a RACI matrix from their perspective based on the communication requirements analysis. You can make assumptions about who is working on your internal team.

Communications plan

1. Each stakeholder representative must develop a communications plan from their perspective and explain the 5Ws and How in their plan.

TASK DETAILS:

Each stakeholder representative must develop a PowerPoint deck with the following sections and present it to the instructor in class:

1. Title slide – group name, members name
2. Ad overview – briefly explain the ad, or share a brief video, if available
3. Stakeholder overview – name the stakeholder group you are representing and explain what makes them a stakeholder.
4. Communications requirements analysis – give a brief overview of what kind of communications other stakeholders need from you to make a good decision, their preferred communication method, and frequency.
5. RACI matrix – complete the matrix from your perspective. Some of your group members will be a clear fit for the R/A/C/I roles. You can assume other people within your company for the rest.
6. Communications plan – this  plan based on the RACI you developed. Explain the 5Ws and How in your plan.

Deliverables:

1. A PowerPoint deck in the dropbox before in-class presentation
2. Each stakeholder representative (1-2 students) will present their respective section in class

ANSWER

Title Slide: Group Name – Creative Minds United

Group Members – [List the names of the group members here]

Ad Overview:
The chosen ad is “Turn Your Back,” created by the world-famous multiservice agency, Ogilvy. The ad aims to convey a powerful message about social justice and equality. In the ad, individuals turn their backs on various issues like racism, sexism, discrimination, and environmental destruction, symbolizing their refusal to accept these injustices. It encourages viewers to stand up against these problems and be agents of positive change.

Stakeholder Overview

Ogilvy (Agency) – Ogilvy is the agency responsible for creating and producing the ad. They are the driving force behind the campaign’s creative concept, execution, and overall strategy.

Non-Profit Organization (Client) – A non-profit organization partnering with Ogilvy to promote social justice causes. They are the main beneficiaries of the ad, as it helps raise awareness for their mission and attract support.

General Public (Audience) – The general public is the target audience of the ad. They play a crucial role as stakeholders since their response and engagement with the ad can determine its success in spreading the message and initiating social change.

Communications Requirements Analysis

Ogilvy (Agency)

– Stakeholders need regular updates on the campaign’s progress and performance metrics, including reach, engagement, and impact.
– The preferred communication method would be formal reports and presentations at specified intervals (e.g., weekly or monthly).
– Communication should be transparent and concise, focusing on key performance indicators and areas for improvement.

Non-Profit Organization (Client)

– Stakeholders need to be actively involved in the creative process and decision-making.
– They require clear insights into the ad’s alignment with their mission and values.
– Regular communication through meetings, email updates, and progress reports is essential to keep the client informed.

General Public (Audience)

– The general public requires a compelling and emotionally resonant message to engage with the ad.
– Communication should be accessible through various platforms, such as social media, TV, and online ads.
– The ad’s messaging must be clear and easily understandable to reach a wide and diverse audience.

RACI Matrix:

| Stakeholder | Responsible (R) | Accountable (A) | Consulted (C) | Informed (I) |
|————————-|—————–|—————–|—————|————–|
| Ogilvy (Agency) | R | A | – | I |
| Non-Profit Organization | A | R | C | I |
| General Public | – | A | C | I |

Communications Plan

 Ogilvy (Agency) Communication Plan

– Who: The agency team members responsible for the campaign.
– What: Provide regular updates on the campaign’s performance, challenges, and opportunities for improvement.
– When: Weekly progress reports and monthly in-depth presentations.
– Where: Meetings at the agency’s office or via video conferencing.
– How: Use data-driven insights and creative performance metrics to demonstrate the ad’s impact and effectiveness.

 Non-Profit Organization Communication Plan

– Who: Representatives from the non-profit organization.
– What: Active involvement in the campaign’s creative decision-making process.
– When: Scheduled meetings during the creative development phase and updates throughout the campaign.
– Where: Meetings can be held at the agency’s office or at the non-profit organization’s headquarters.
– How: Engage in brainstorming sessions and creative discussions to ensure the ad aligns with the organization’s mission and values.

General Public Communication Plan

– Who: Target audience and public relations team.
– What: Deliver a compelling and emotionally resonant message through the ad.
– When: The ad will be launched on multiple platforms simultaneously.
– Where: The ad will be broadcasted on TV, social media, and online platforms.
– How: Utilize relatable and impactful storytelling to encourage sharing and engagement, and monitor audience feedback to optimize the ad’s effectiveness.

In conclusion, the ad “Turn Your Back” involves three clear stakeholders: Ogilvy (the agency), a non-profit organization (the client), and the general public (the audience). Each stakeholder has specific communication requirements, and the RACI matrix helps allocate roles and responsibilities effectively. The communications plan ensures a coordinated effort to achieve the campaign’s goals and maximize its impact on promoting social justice and equality.