Media Institution - Unit 1- P1-P5.

media institution- unit 1. p1-p5.

P1- RESEARCH AND INTRODUCTION:

Wieden and Kennedy; founded in 1982, April 1st. The founders, Dan Wieden and David Kennedy. It is one of the largest independently owned advertising agencies in the world. Dan and David met in 1980 at a media convention and went from there.

Wieden and Kennedy are a big company working in 8 different countries/ cities: Portland, New York, Sao Paulo, London, Amsterdam, Dehli, Shanghai and Tokyo with 1656 workers across the piece on average. Their Headquarters is located in Portland, Oregon, US.

Weiden and Kennedy have their own entertainment, WKE which is their original documentaries and tv series. They also have WK radio and W+K Tokyo Lab which is their record label and a creative workshop.

Wieden and Kennedy make adverts for their clients; American Indian College Fund, Chiquita Bananas, Chobani, Coca-cola, KFC, LAIKA Studios, Nike, Old Spice, P&G, Samsung, Facebook, Honda, Trebor and many more. The most popular adverts they've made are for Nike and Honda.

P1, (A)& (B)- Ownership and operation:

Wieden and Kennedy are an independently owned company, as there are no other companies linked to it. (Their offices are listed above.) It's a very small company compared to Disney, 21st Century Fox. A disadvantage to being an independent company is that you're in charge of one thing, but you've got to reach out to other companies. Widen and Kennedy are split into 8 different subsidiaries; W+K London, W+K Amsterdam, W+K Portland, W+K Tokyo, W+K New York, W+K Shanghai, W+K Bristol and WKE. Being an independent company their operation is horizontal.

Wieden and Kennedy's company operation is horizontal because, they are a small company and their work sits on that line of; online and social media services, print media and print advertising, distribution, TV channels and merchandising.

ownership structure:

Dan Wieden;

President and co-creative director.

David Kennedy;

Chairman and co- creative director.

David Luhr;

Chief operating officer.

Bill Davenport;

Wieden and Kennedy Entertainment.

Renny Gleeson;

Global director of Digital strategies.

Tom Blessington;

MD Portland.

John Lay;

Global Business.

P1, (C)- PRODUCTS:

The products Wieden and Kennedy make are adverts. To create the adverts, Wieden, Kennedy and their client sit in a meeting and brainstorm what style, genre, how the advert will start and end with and then, Wieden and Kennedy put all ideas together and make the clients vision. Some of the clients they work with are: Honda, Old Spice, Nike and Trebor. These are just some of the main clients they work with.

P1, (d)& (e)- MARKETING AND COMPETITORS:

Wieden and Kennedy are one of the smaller companies, as they are independent. They bring in 116 million dollars annually with on average 1656 employees across their offices. Conglomerates means companies that are big and are in charge of a number of other companies in them such as, Disney and 21st Century Fox. Wieden and Kennedy's competitors who do similar work to them are, Detroit Royalty, Incorporated, Fallon Group, Inc and Wongdoody, INC:

Wongdoodly is one of Wieden and Kennedy's competitors. Their company provides advertising and marketing services through less conventional, more idea and design- driven campaigns. Wongdoodly are a bigger than Wieden and Kennedy bringing in 23.7 million dollars annually.

Detroit Royalty Incorporated, Fallon Group, Inc is the second competitors of Wieden and Kennedy. Their company primarily operates in the Advertising Agencies business / industry within the Business Services sector. Detroit Royalty is bigger than Wongdoodly and Wieden and Kennedy bringing in 74 million dollars annually.

I feel overall, comparing all 3 together, that Wieden andKennedy aren't that big as a company regarding annual income. Wieden and Kennedy work with big companies, but they aren't themselves.

P2- Advert analysis.

Choose your Trebor:

The Trebor advert, 'choose your trebor' is advertising soft mints and strong mints and the preference the son has towards soft mints instead of strong. The advert opens with the son stood in the doorway talking to his father and telling him that he prefers soft mints instead of their harder contemporaries, strong mints which makes the father go mad, breaking his glass, half full.

It would be advertised on television and social media sites. In this advert, there are different camera angles and shots to capture the advert intensely.With shots, there is a slider shot at the beginning from left to right as the son walks into see his father to talk about soft mints.

The last shot is zoomed out on the son, this is done so that it the father isn't shown straight away in his chair strong to reveal that he is a mint head and there's also pictures of the family. The genre of this advert is comedy, as at the end of the clip the father turns around to reveal that he is a mint head and not human.

The style of this advert is quite simple with different camera angles, again capturing the scenes contently. The meaning behind this advert is that the son is tired of being with strong mints and wants to try something different, the soft mints, but the father decline and doesn't agree.

The production process to make this advert would've taken awhile to get right. There would've been Pre-Production: script writing, storyboards of how the advert will look like, locations where the advert will take place, cast. Production: making all the content is brought to life by being created and shot. Post-Production: is the editing that comes after creating and shooting your vision.

P3- TARGET AUDIENCE:

Demographics:

Gender: Male.

Age: 55+.

Social Grade: ABC1.

Top Regions:

Midlands.

London.

East Anglia.

Politics:

Professions:

Wholesale and Retail.

MAD.

Construction.

monthly spare£:

£1000 or more.

The product I've chose to point a target audience for is Trebor. I've chose to do this advert because, it's quite simple and easy to link to. I used YouGOVProfiles to find the target audience appropriate to this advert. YouGov is a brand search for an audience you're looking for. You type in a product you know and from that, a profile of that person interested will form.

YouGOV: Demographics; The gender of the target audience is a Male aged 55+ with a social grade of ABC1 so, very upper class who lives in the Midlands. The majority of the monthly spending is £125 or less. The lifestyle that comes into consideration from the target audience is hobbies and general interests so, buying and selling online, board games, newspapers and magazines and television. Favourite sports to watch and play is cricket, athletics and summer olympics. The personality of the target audience to build up profile is; agreeable, challenging and patient, but on occasion, nervous and hyperactive. Favourite dishes that they like are; BBQ Ribs, Lasagne, Pumpkin pie and Banana milkshake. Most commonly shops at Sainsbury's and banks at Natwest.

ACORN: I used another form of profile search for the target audience on Trebor; this website is split into 62 different categories for the type audience a product is being aimed at. YouGov told us that half of the target audiences social grade is ABC1 and half is C2DE. To place them equally, I've looked through all of the 62 categories and found an appropriate group, group I. This is grouped, Comfortable Seniors- older people, neat and tidy neighbourhoods. With the elderly, "They are unlikely to use the internet more than sporadically for practical purposes such as email." This is good for the company, Wieden and Kennedy, as from this information given they know not to spend money on social media websites to get there advert, Trebor across. "Free digital services are likely to be preferred to cable or satellite service." So, the basic main channels: BBC, ITV, BBC 2. This benefits Wieden and Kennedy for Trebor a lot because, from the information given they know to put their advert on these channels, as they know that their target audience will watch it. Acorn doesn't say how many hours the target audience watch television, but YouGOV do. On average they watch 21-25 hours per week. Which is again giving credit to Wieden and Kennedy because, they can place their advert on these channels.

(CLICK to view the ACORN Structure)

Radio.

P4-advert distribution:

TV and Idents.

Sainsbury's- Food dancing. ' Our first work for Sainsbury's celebrates the real power of food.' Recently launched.

Distribution:

Lurpak-Kitchen Odyssey: advertising for butter. The campaign boosted Lurpak sales to overtake Flora and become number 1 in Butter, Spreads and Margarine sales and become Uk's most valuable brand.

'Three- pony'; advertising for the mobile phone company. The campaign generated 1.5 million Youtube views after the first weekend.

Above are some examples of advert distribution. With Trebor, Wieden and Kennedy, their advert distributions are, TV, Radio and digital screen. They did their research on their target audience and put their 'Choose your Trebor' advert forward on TV mainly because, they've notice that their audience seem to watch TV on an average of 21-25 hours per week than they use digital devices. From 'ACORN': With the elderly, "They are unlikely to use the internet more than sporadically for practical purposes such as email." With this it gives Wieden and Kennedy another chance to bump their distributions up.

P5- What? Why? How?

Impact on audience is key when discussing and creating media or an advert for a company. The company making media or an advert talk about how they will try and impact their audience or how their creation with impact their targeted audience. Ways of impacting or influencing an audience is both negative and positive. The positives of impacting an audience comes with one side of the content in media or the advert and that comes to role models that may inspire the audience. A negative way of impacting an audience in the content of media is misrepresentation, false imagery and unrealistic exceptions. These examples of negativity in media could give false hope to the members of the audience making them think if they don't buy a specific product from a company, you're not good enough.

Representation is the description or portrayal of someone or something in a particular way. The different things that could be represented in media or adverts are gender, girl or boy, ethnicities where the audiences background. Disabilities, does the audience have a disability and should it effect someone else. Age, how old they are and base a media product or advert around that age to stay within and the last topic to be represented is issues, socially or behind closed doors. Violence, racism and sexism. All of these topics can be represented within media or adverts and people don't pick it up. Issues occur all the time generally or not, but with representation in particular, as it can change over time and not being accurate to what people know and also, it can make impressions and impressions are very important.

Media companies need to be careful with what they represent in their media sites or pages because they need to make sure they don't corner one gender over the other or put something inappropriate on their site. For example, Wieden and Kennedy's advert for Nike they focus on both genders and all ages. If they were to focus on the male gender and not female, females and the audience are going to go to issues of sexism and ethnical. People would complain if that ever happened so, Wieden and Kennedy make sure they represent both genders, all races and age so, they don't get tied up in representation issues.

With Wieden and Kennedy's 'Choose your Trebor' advert there are legal and ethical issues that need to be looked over through editing and distributing. The first issue that may occur is the copyright act. This may happen if Wieden and Kennedy weren't careful on where they put their advert. Copyright on this advert wouldn't happen because, Dan and David know where their advert would be. Consequences of copyright would be UK 6 months in prison and/or a fine of up to £50,000. Offensive materials in this advert such as audio and visual could occur if not storyboards are changed and is not checked through properly whilst editing and distributing. Audio would be the speech between actors and visual would be what the audience can see so, the acting. It wouldn't become offensive if producers checked through the work thoroughly. If anything of this advert offended the producers, they wouldn't distribute it out.

Wieden and Kennedy's regulatory body is ASA (Advertising Standards Authority) in terms of control over their adverts and support. The ASA again are the main people in charge of adverts and distribution. They are a self- regulatory organisation of the adverting industry. The ASA look after all adverts including Wieden and Kennedy. They help prevent anything bad happening to their adverts so, they keep an eye on them all the time. If the ASA see a problem coming they, stand up and stop it. For example, Wieden and Kennedy created an advert about children and alcohol that will allows encourage schools and families to speak to children about alcohol. They also wanted to show the audience that if children are allowed to drink young, it could make them feel pressured into doing things they don't want and may have consequences to them which shouldn't happen. Wieden and Kennedy are creating this to aware people of what could happen. With this advert the viewers made 27 complaints that they caught sight of children discussing adult topics which they thought was unacceptable. This happened, but the ASA cleared the government campaign to prevent anything escalating.