Strategising Newspaper Advertising - PDF

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					              Marc Spiteri started MAS Communications in 1992, putting into practice the
              principles he had learnt through his experience working in the industry in

              The agency started small, but by 1995 had established a reputation as
              a ‘creative powerhouse’, providing service to some of Malta’s leading
              companies and finding strong demand for other agencies looking for a
              reliable, innovative subcontractor to handle work for their own clients.

              MAS quickly came into its own, and by 1997 was handling some of Malta’s
              biggest, most dynamic accounts. Its client list included Melita Cable, HH Ltd
              (Marsovin), Brandstätter and Midland Bank.

              The company faced its biggest challenge in 1999. Midland Bank rebranded
              all its operations to HSBC and at the same time, acquired Mid-Med Bank.
              MAS was appointed the lead agency to the bank and was responsible for
              the complete image transformation the bank underwent, as well as the
              introduction of a series of new products on the Maltese market.

              In 2000, MAS signed an agreement with Lowe and Partners becoming an
              affiliate of Lowe Worldwide, the fifth ranked agency network in the world.
              With a presence in more than 80 countries across the globe, Lowe has
              developed deep experience, which has been put to the benefit of MAS’s
              clients. MAS also actively contributes to Lowe’s international pitches and
INFORMATION   contracts.

              Through Lowe, MAS is able to access research and data from 80 markets
              and then put this information to work in the interests of its clients. More
              than this, MAS employees have benefited from training with one of the best
              agencies in the world – and have been able to tap into a valuable source of
              best international industry practice. MAS also actively contributes to Lowe’s
              international pitches and contracts.

              In 2002, MAS ventured into publishing, with the birth of WriteOn, its
              publishing house. Its first title, HOMEWORKS, has become Malta’s most
              anticipated design and interiors publication, and was quickly followed by
              Vivre, an aspirational lifestyle title.

              The company’s growth meant that by 2007, its Ta’ Xbiex premises were
              getting too small, and the company moved to new offices in central Sliema,
              close to the commercial heart of Malta.

              MAS’s track record of solid creative work for its high profile client portfolio
              is the best evidence there is of the agency’s ability to handle major clients,
              complex multi-channel briefs and national, far-reaching communications and
              advertising campaigns.

              This track record is the best guarantee of MAS’s service promise.

                                                                                                                                  YOUR No.1 SOURCE FOR DANCE & R&B

                                                      YOUR PERFECT BALANCE OF LEISURE AND LIVING

                                                                                                   the home of luxury living

    MAS Communications is an established full-
    service Agency.

    The agency was founded in 1992 based on
    an international precept, communicating the
    benefits of brand communications
    . . . successfully.                                                                               the home of luxury living

    Today, MAS Communications delivers
    professional, high-quality, creative, strategic
    marketing and communications solutions
    that serve the business needs of local and
    international companies and corporations.

    The agency’s depth of knowledge and
    breadth of creativity has been recognised for
                                                                                                                                  ELECTORAL COMMISSION
    its excellence by such notable clients as:

4                                                                                                                                                                    5
100% Malta grown

There’s a lot of pride in our history,
our culture, our people.

There’s a lot of pride in our wine.

                                         patbugeja - Stylist
DELICATA. A fresh taste of Malta.
                                                                The Lowe Group’s main advertising network is a highly experienced international agency with offices in 80
                                                                countries and territories. Lowe’s corporate vision and principles have set the standard that has enabled the agency
                                                                to serve globally recognised corporate brand names such as:

    “Good communication costs no less than bad communication,   The Lowe network manages a multitude
    but in the end it becomes priceless”                        of major brands globally. In fact, Lowe
                                                                Worldwide partners with 7 out of the 10
                                                                top global marketers.
    Frank Lowe
                                                                (Source: Advertising Age Global Market-
                                                                ers Report Nov 2004)

                                                                01. Procter & Gamble Co.   06. Time Warner
                                                                02. Unilever               07. Daimler Chrysler
                                                                03. General Motors Corp.   08. L’Oreal
                                                                04. Toyota Motor Corp.     09. Nestlé
                                                                05. Ford Motor Corp.       10. Sony Corp.

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                                                                                               •	 Conceptual	origination
                                                                                               •	 Copywriting
                                                                                               •	 Data	mining	and	sourcing	of	relevant	regional		
                                                                                                 information through the LOWE international
                                                                                               •	 Design	origination
                                                                                               •	 Design	and	management	of	internal	publications
                                                                                               •	 Design	and	management	of	the	annual	reports	and	
                                                                                               •	 Design	and	coordination	of	promotional	material		
                                                                                                 for fairs and events
                                                                                               •	 Execution	of	advertising	and	promotional		        	

     MAS SERVICES                                                                              •	 Event	co-ordination
                                                                                               •	 Identification	of	PR	and	media	opportunities,	and		
     A term like “full-service agency” can be abused: at MAS we like to be clear. The agency     liaison with the media, to strengthen the company’s
     has the capacity to provide a whole list of services, and for each campaign can put         relationship with the media;
     together the particular mix needed. When we say “full-service”, we mean that we can,      •	 Marketing	analysis
     do and have successfully handled:                                                         •	 Marketing	/	Communications	consultancy
                                                                                               •	 Media	agent
                                                                                               •	 Multimedia	design
                                                                                               •	 Photography
                                                                                               •	 Printing
                                                                                               •	 Public	relations
                                                                                               •	 Radio	-	creative	and	production
                                                                                               •	 Research	-	market	sampling,	surveys,	analysis
                                                                                               •	 Scanning	of	local	media,	including	daily	newspaper		
                                                                                                 scans reporting items of interest
                                                                                               •	 Strategic	brand	development
                                                                                               •	 Television	-	creative	and	production
                                                                                               •	 Web	design	and	management
                                                                                               •	 MAS	publications	and	TV	Productions

                                                                                               And if there is a particular service needed for
                                                                                               a campaign, MAS can source it.

                                                                                                                                                         CLIENT: DELICATA
                                                                                                                                                         PRODUCT: MEDINA CAR WRAP

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     We believe that no two communications problems are ever identical. Therefore,
     a solution for one is not going to deliver the goods for the next. There will be
     lessons for us to learn, the first of which is NO REPETITION.

     What distinguishes MAS is its lack of rigidity in its approach to each new
     communications challenge. The creativity and innovation essential to any
     successful business operation are all the more vital in a communications agency,
     and are the core values of MAS Communications.

     We have brought considerable agility, creativity and innovation to the work
     done for our clients, as our track record for the past 17 years demonstrates.
     The aim: to provide clients with flexible solutions, fit for the occasion and the
     task at hand. We tailor-make account teams, processes and communications
     strategies to make the most of the differences between individual firms, markets
     and the socio-economic environment.

     For us to develop good communications strategies for our clients, we cannot
     work alone. Collaboration and partnership are the keystone to our approach.
     We work closely with our clients to jointly build the best strategy for the
     situation. This is, we believe, the basis for a fruitful, long-term relationship.

     To ensure complete mutual understanding of the aims, strategies and concerns
     of the client, we ensure almost daily contact between the client’s personnel and
     our staff and at all levels. This is what sets us apart from the majority of other

     We take our craft seriously, as our clients take their business seriously. Our
     most effective work has been – and will continue to be – with clients who
     value effective, superior communication.


                                                                                                Creative Director

        Associate Consultants                      Client Services                                  Art Director                       TV/Radio Productions   Publications & Media
              - corporate strategy            -	traffic	and	planning	of	all	clients                                                         Director          Publications Manager
            - business development         - internal auditing and quality control                                                          Producer                   Sales
          -	opportunity	identification                   - customer care                            Copy Writer
      - SWOT and environment analysis                    - client handling
         - media and market research     - production scheduling and monitoring
                                                     -	office	administration	                   Studio Coordinator

                                            Senior Account Executives                                 Designers
                                           - account management and handling
                                            - planning of advertising campaigns
                                                     and marketing plans
                                                  - business development
                                               - media and market research
                                                      - report writing
                                          - coordination of events and launches                   Public Relations
                                                                                                      - PR strategising
                                                                                                    - liaison with media
                                                 Account Executives                       - coordination of events and launches
                                                 - execution of campaigns             - writing of press releases and other articles
                                                      - client handling               - writing of press releases and other articles
                                              - assistance to senior account          -	translation	of	copy	to/from	English/Maltese
                                                           executive                                    - copy writing
                                                      - report writing                              - liaison with media
                                             - assistance in the coordination             - coordination of events and launches
                                                   of events and launches

14                                                                                                                                                                                   15

     MARC SPITERI                                                                 MIKE ROSS                                                                          CHRIS PSALIA                                                                 CLAIRE KENNINGTON
     Managing	Director                                                            Creative	Director                                                                  Art	Director                                                                 Business	Development
                                                                                                                           over 50 music videos, commercials
     Marc grew up in Canada,                formerly also been Creative           Mike Ross comes from a background        and corporate films.                      Chris studied design at the           worked freelance for four years,       A BA Marketing graduate from the
     consequently this is also where        Director	presiding	over	all	client	   in the uK and uS music and                                                         Institute	of	Visual	Arts	at	a	very	   working with major clients, mostly     uK, with 2 years experience as a
     his career started after attending     accounts. One of his career highs     entertainment industries, where he       Irrespective of the high-profile          young age, which led him to the       in the fashion industry. he's          Senior Marketing Assistant for a
     the high-profile Media Arts            was being part of the global          worked at the top of his field during    experience he is, above all, passionate   field of design. he started work as   been with MAS communications           nationwide retail company in England,
     Programme at Fanshawe College          team which originated the hSBC        the golden age of record sleeve          about thought-provoking imagery           a designer with cousin Matthew        since 2007, designing and art-         Claire relocated to Malta in 2007 and
     in London. In Toronto, he worked       slogan, 'The world's local bank'.     design. his client list reads like a     and the right idea executed to            Mangion at Mangion & Lightfoot        directing various projects including   took up the position of Production
     for	leading	studios/production	                                              who's who of popular music and           perfection. Some of his past clients      and progressed within the             publications hOMEWORKS &               Coordinator with MAS. She was
     houses	McLear	Place	and	Eastern/       In this time he also established      he has garnered premier awards for       include	Elton	John,	Diana	Ross,	The	      company over an 8 year period.        Vivre.                                 later given a secondary role as Office
     VTR	before	settling	in	to	Dome	        a successful publishing firm,         every aspect of his multi-faceted        Beach	Boys,	Neil	Diamond,	Emerson	        This gave him the opportunity to                                             Manager in September 2008.
     Productions as a Recording             Write-on ltd. where he is also the    and prestigious career, whether as       Lake & Palmer, The Police, Sting, Joe     work on leading brands both in
     Engineer/Producer,	recording	and	      Managing	Director.                    an independent running his own           Jackson, Squeeze, Paul McCartney,         Malta and overseas. After M&L
     producing commercial creative                                                design group, or as a record company     Bob geldof and countless others. he       he moved to another design
     for radio and television for leading                                         creative director.                       has also commissioned renowned            company were he worked for a
     agencies		Saatchi,	JWT,	BBDO	and	                                                                                     photographers Bailey, Mapplethorpe,       year garnering further experience,
     others.                                                                      As an art director he has worked         Leibovitz and Snowdon.                    mainly in corporate identity and
                                                                                  with some of the most eminent                                                      environmental graphics. he then
     In 1992, Marc established MAS                                                photographers in the world and is
     Communications in Malta and to                                               an accomplished photographer in his
     this day retains his principal role                                          own right with a portfolio that ranges
     as	Managing	Director,	having	                                                from distinguished names to remote
                                                                                  locations. As a director he has shot

16                                                                                                                                                                                                                                                                                         17
     “We have been working with MAS for the last five years and they have helped
     us achieve what we only dreamt of achieving…and more!”
     Brian Attard,                                                                 PORTFOLIO
     Brand Manager Chevrolet and Isuzu, MIRA Motor
                                                                                   Whilst every effort is made to demonstrate
                                                                                   the broad spectrum of capabilities, it is
                                                                                   impossible to encapsulate the extent of the
                                                                                   work generated for the various campaigns over
                                                                                   the years. This portfolio is a mix of creative
                                                                                   executions and technical executions; It does not
                                                                                   comprehensively	demonstrate	our	ability	in	TV	

                                                                                   production or web work. It also does not show
                                                                                   the extent and the breadth of some executions,
                                                                                   such as MCA’s national renumbering campaign
                                                                                   or	more	recently,	the	bond	issue	of	MIDI	p.l.c.	
                                                                                   We have however, included an hSBC case
                                                                                   study, which is a comprehensive study of the use
                                                                                   and coordination of ALL media.

18                                                                                                                                    19
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Airways house, Level 5, high Street, Sliema
  SLM 1551 Malta Tel +356 21 332 036


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Description: Strategising Newspaper Advertising document sample