Account Director for the Pond’s Account - Brand Performance Issue - Communication Issue Challenge - Business Assessment Answer

Account Director for the Pond’s Account Brand Performance Issue Communication Issue Challenge Business Assessment Answer

Assessment Task:

As the newly appointed agency Account Director for the Pond’s (Egypt) account, we are looking to you for knowledgeable guidance. Your insights about this account will be valuable in the agency's understanding of its success.

So, as a starting point, I seek your opinions and advice on these questions. Please answer each question based on information available from the campaign case study information. Your role is basically like the campaign account director. Your explanation should be directed toward the creatives or client, as specified in the question. Answers should be brief and direct, much like elements in a communication briefing document.

Another key point – you do not need to quote (copy/paste) information from the case. You can assume that I am equally familiar with all case/client information. It is your opinion and explanation that I am eager to benefit from. Please write your opinions in your words … explain and persuade me of your opinion.

I’m looking forward to your insights!

The fine print …

Answers should be typed directly into this file in the spaces below each question. There is no minimum or maximum expectation, just a clear and concise answer addressing the question directly. Time is your only limit – the allocated class meeting time of 11:00 – 12:20.

I am most interested in your ideas and opinions. Please avoid the temptation to compare thoughts. You may notice that track changes is enabled in the file. Please type directly in this document and avoid copying/pasting information from another working file.

It is easier to type without changes showing. Word defaults to showing all changes, so you can switch to hiding track changes using the ‘Review’ tab option. Click the ‘Simple Markup’ option to see the menu items and then choose ‘No Markup’ …

Each question is worth a maximum 20 points or 12.5 points, depending on your choice in Part 1.

I recommend saving the file frequently while working, just in case you lose any work near the end. When you have finished, please save and upload the file to the submission link on Blackboard.

Lastly, please note that files will be run through SafeAssign. Therefore, avoid using information verbatim from websites … or your colleagues. I am looking forward to your insights relative to these question topics.

If you have any questions – about the questions – please ask. I am happy to help explain the context.

1. What is an example of one key business/brand performance issue that Pond’s is facing at the start of this campaign? We discussed these as ‘symptoms’ in class. How would you briefly explain a key brand performance issue that Pond’s anti-aging face care is experiencing in the Egyptian market?
2. Assume you are the agency account manager for this campaign. How would you summarize the key communication issue/challenge for Ponds? Briefly describe as if you are explaining it to the creative team. This will direct the creative strategy.
3. Target audience characteristics are described in the campaign summary, leading to a key insight. These characteristics relate to a core purchase choice motivation … the main reason for our target audience to buy Ponds instead of another brand. How would you describe this core motive to the creative team?

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