Today I was thinking how are advertising agencies are able to manage two companies from same sectors and produce advertisements for competitions. Within a publicity agency many confidential information from a company and a brand is held, things such as new products and future ideas. If competitors were to know about this then they would probably find something to reach that level or maybe they would even come up with better ideas. So I asked Javier about this, how could they possibly handle to competitors in the same building? He told me that this has never happened and it never will. Generating promotions and ideas for two companies of the same sector (competition) is ethically wrong since the private information of each brand could easily spread out and it could affect the other company. On the other hand managing two brands form the same category is unfair and it's considered illegal as well.
Handling the advertisement for two competitor companies can be very risky for the agency. If the secret information gets out then the client of the company would be disappointed and he would lose trust on the agency. Like I mentioned previously adding value is not the only important thing that allows your company to succeed but also adding trust. If the client doesn't trust you with their brand and company then they are not going to hire you to do their advertisement. Imagine if no one would trust your company?
Once a promotion agency has signed a company then company practically owns the agency. No other company from your same sector can be advertise there as well. However, if you are looking for an agency to do promote your company don't worry, in Lima there are many promotion agencies. Usually each promotion agency in Lima handles a bank and an insurance company the most popular categories that are advertised in the market. However here are other categories that are very promoted in the market.
-Phones (telephony companies)
Ex. Movistar, Claro, Nextel
-Liquor Drinks
Ex. Cristal, Pilsen, Brahma
-Banks, Insurance, AFP
Ex. Interbank, Banco Financiero, Pacifico, Rimac
-Soft drinks
Ex. Coca- Cola, Fanta, Sprite
-Food, food and dairy
Ex. Gloria, KFC, Mc Donalds
-Detergents
Ex. Ace
Handling the advertisement for two competitor companies can be very risky for the agency. If the secret information gets out then the client of the company would be disappointed and he would lose trust on the agency. Like I mentioned previously adding value is not the only important thing that allows your company to succeed but also adding trust. If the client doesn't trust you with their brand and company then they are not going to hire you to do their advertisement. Imagine if no one would trust your company?
Once a promotion agency has signed a company then company practically owns the agency. No other company from your same sector can be advertise there as well. However, if you are looking for an agency to do promote your company don't worry, in Lima there are many promotion agencies. Usually each promotion agency in Lima handles a bank and an insurance company the most popular categories that are advertised in the market. However here are other categories that are very promoted in the market.
-Phones (telephony companies)
Ex. Movistar, Claro, Nextel
-Liquor Drinks
Ex. Cristal, Pilsen, Brahma
-Banks, Insurance, AFP
Ex. Interbank, Banco Financiero, Pacifico, Rimac
-Soft drinks
Ex. Coca- Cola, Fanta, Sprite
-Food, food and dairy
Ex. Gloria, KFC, Mc Donalds
-Detergents
Ex. Ace
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Probably you recognize many since they are always present either on the streets or in the TV. These sectors promote themselves very good and have AMAZING advertisements.
Your consumers are your #1 fans thus you want to conquer them. Therefore having a good promotion is very important for a brand. This is why companies spend so much money on advertisements. The more fans the more money and the more successful the company is. The best way to get fans is to think like one, you want to know exactly how they feel, what they need, want or expect and how they are so you can formulate good relationships.
Your consumers are your #1 fans thus you want to conquer them. Therefore having a good promotion is very important for a brand. This is why companies spend so much money on advertisements. The more fans the more money and the more successful the company is. The best way to get fans is to think like one, you want to know exactly how they feel, what they need, want or expect and how they are so you can formulate good relationships.
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In a promotion agency the planning team works to reach out the fans the best way possible. The planning gets together, does research to think like a consumer, not like the brand or the agency. Then they create an EFFECTIVE and STRONG strategy to approach the costumers in the best way possible. Finally the creatives come up with UNIQUE ideas which they use to formulate bonds and relationships amongst the consumers and the brand.
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