How soon is now ?: How just one regular everyday normal guy is bringing down Doner, the largest independent advertising agency in the world: ACT 2 (Part III)

By october 24th.

need more work from

To explain this concept in 10 minutes to

Mary: "Hi Kyle, I have managed to whittle this down to 6 slides (vs 3) – which I felt was necessary to explain it well enough. But, at the very least, it fewer for you to work with and you can play with this as you see fit to take your client through it. Let me know if it’s to your liking. Also, do you think that you and your client will be able to attend the MIAs with us Astral folks? Please let me know at your earliest convenience. It could provide the inspiration needed to get them to approve this!!! Thanks!"

Kyle: "This is very good!"

October 29th

Michelle: "Allo Mary, Je suis avec Pierre et nous avons révisé les frais de production à 115 000 $ pour sa portion. Voici les éléments qui seront livrés...

1 Story
1 message 30 secondes pré-promo CTA
15 messages reportages avec Marie Claude Perron
1 message-promo télé MusiquePLus

2 micros site internet : un pour le jeu et un autre pour la compagnie Mazda du futur

15 reportages radio en direct

2000 cartes plastifiées

35 capsules sur le web et sur le mobile avec Quick

160 Twitters soit 8 par jour pendant 20 jours

1 désign pour identifier l’automobile

5 messages radio différentes.

Non livrées : production affichage, la Mazda 3 et les assurances..."

Mary: "Hi Pierre, Would you be able to send me this in English so I can send to Kyle? Merci!..."

Pierre: "when do you need this ?"

Mary: "Yesterday! :-)"

Pierre: "i won't be able to do it today. sorry.

Michelle: "Demande a christine de traduire. Elle peut entrer dans le document..."

November 7th

Pierre: "Good morning everyone, i was just curious to hear some news about our great project. Do we have some ? Tell me if i can help in any ways..."

Kyle: "Hello, we are on track to present on Weds, so will have a preliminary feel from the clients no earlier than thurs. wish us luck!..."

Michelle: "Kyle, We all wish you good luck. Fingers Crossed!!..."

November 12th

Pierre: "118 50 and RTÉ to Air First Ever Live Commercial in Ireland...Directory Enquiries number, 118 50 and RTÉ have announced they are to air the first ever live commercial in Ireland and the first ever live ad to be simulcast across TV, radio and online in any country in Europe.The 90 second ad will be performed and transmitted live across RTÉ Two television, RTÉ Radio 1 LW and RTÉ.ie during half time of the Munster versus All Blacks match on November 18th. Irish actors, Paul Reid and Feidlim Cannon who play the parts of 118 and 50 in the brand's well known TV commercials will participate in the live ad, which will be scripted by advertising agency, The Hive, during the first half of the match. Geraldine O'Leary, Commercial Director, RTÉ Television said, "We decided to stage a live cross-media event as we wanted to create an opportunity for an Irish advertiser to connect with their audience in an innovative way. The Munster v All Blacks game provided a perfect platform for us to stage this live cross-media event and we're delighted that 118 50 have embarked on this adventure with us to create broadcasting history".

Michelle: "Tu devrais le faire parvenir à Kyle. C’est aujourd’hui le grand jour..."

Kyle: "Mary if we were to launch this in April (instead of march), what’s the lead time for any creative assets? Can I get a complete workback?..."

Mary: "Pierre, is this something we can provide to Kyle? If so, when do you think you could have this ready? I have a call into him to find out if they’ve seen the client and what the response was – or is he asking for this in advance of his meeting. I’ll let you know as soon as I hear back..."

Michelle: "C'est urgent de répondre a Kyle car ensuite nous devons regarder ton échéancier et le réviser pour toutes les palteformes..."

Kyle: "It went really well preliminarily. There will be followup items once the
client had time to digest..."

Michelle: "On boit tous du champagne à soir!!! Pierre envoie-moi ton echéancier...."

-----
NDLR:

WHY DONER USA ARE NOT INVOLVE IN THE PROCESS ?
WHY SHOULD THEY BE INVOLVE AT THIS POINT ?
WHY SHOULD THEY WANT TO BE INVOLVE ?
WHY MAZDA CANADA WOULD HAD NEED THEM IN THIS AT THIS POINT ?
WHY MAZDA CANADA WOULD ACCEPT TO PAY MORE FOR THE LAUNCH OF MAZDA 3 2010 IN QUEBEC ?
WHY PIERRE COTE NEVER HEARD ABOUT ROB STRASBERG, JUSTIN SMITH OR JASON JAKUBIAK ???

AT THIS STAGE IT IS CLEAR TO US THAT WHAT WAS SOLD TO MAZDA CANADA BY DONER CANADA WAS A MARKETING STRATEGY, A MEDIA PLAN AND A ALTERNATE REALITY GAME CONCEPT CREATED BY ASTRAL/EMARKETING/GRAMSCLO.

THEIR IS NO ARGUMENT ABOUT THIS WHAT SO EVER!!!
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Mary: "Just so we’re prepared, are you thinking beginning of April or later in the month?"

Kyle: "Beg of april"

Michelle: "Ou es-tu??????????????????????????????????????????????????????????????????"

Kyle: "As I’ve said, the clients liked the idea, however, we need to make sure everything is really bottom down and provide reassurance that everything is looked after. The workback is a starting point, but we’ll also need to eventually know more about the talent, the PR company involved, etc. I am excited!..."

Mary: "We have Pierre working on this right away and my boss told him that it was imperative we get it as soon as possible. I’ll give you a timeline once I hear from him. I had wanted to chat with you a little bit about building in the post campaign research. This is something we looked into a while back for another client. It is definitely something we can facilitate but there is a fee attached – of about $5,000 to do it properly. We can chat more about this but overall, it’s not a lot of money to show tangible results! I’m thrilled the initial response from the client was positive. I am ready for any follow up stuff you may need...."

Mary: "I’m told that Christine (who you may remember from the Maynards’ project together) has all the workback info from Pierre and is now incorporating our media elements into that schedule. We’ll have it worked out and sent to you as soon as possible. I completely agree that there are a lot of elements and factors in this project that will need to be itemized, organized, turn-key and button down! Once we get you the workback with all the elements outlined, we can sit down to discuss what else you will need to show the client. I am excited too!!..."

Pierre: "sorry just got back from a 12 hours shooting in sherbrooke. la réponse est probablement oui mais je vous reviens asap..."

Christine Pellerin, Chargée de projets, ASTRAL MEDIA MIX: "Salut Pierre, Mary a parlé au client, et préfère avoir un calendrier bien détaillé et non un truc vague sur lequel il ne peut pas se fier ;). Si on lui fournit lundi, il sera content. Pourras-tu le livrer à cette date là?..."

Pierre: "Mardi avant midi ?..."

Christine: "Il préfèrerait vraiment lundi, mais en après-midi serait correct… Is it at all possible?"

Pierre: "lundi AVANT MIDI. deal ?"

Christine: "Vendu!"

Michelle: "Pierre fournira son échéancier mais nous devons aussi y intégrer tous les éléments de la radio, les éléments légaux, les régies publicitaires. Pierre n'a pas l'habitude de travailler en publicite avec toutes les approbations client-agences etc. il faut se pader...."

Pierre: "à chacune des étapes de création/pré-production/production, combien
de jours dois-je planifier pour les approbations clients/agences ? quels sont les éléments/étapes de production que le client/agence doit approuver ? "

Mary: "Christine, can you please guide Pierre on this?"

Pierre: "allo les filles, je suis sur le workback toute la jourmée jusqu'à 16h00 moins le lunch..."

Mary: "Merci Pierre!!!"

Christine: "Peux-tu m’envoyer ce que tu as à date? Je regarderai ça lundi pour m’assurer que les échéanciers média fonctionnent pour nous..."

Christine: "Le processus commence trop vite dans ton calendrier. On ne veut pas donner l’impression au client qu’on le bouscule (genre « Signe vite, sinon on va être en retard! »). Peux-tu tout me décaler pour que ça commence la 2e semaine de décembre?..."

Michelle: "Bonjour Pierre,Merci pour ton échéancier. Tout semble très bien mais tu commences ton échéancier beaucoup trop tôt soit en novembre!!??!! Il faut donner à Kyle un peu de flexibilité pour prendre une décision avec son client. Aussi nous ne sommes pas au bout des demandes de Kyle , nous aurons d’autres exercices budgétaires à faire avant la réponse finale. Donc je commencerais l’échéancier mi-décembre.Comme tu sais Christine doit refaire ton tableau d’échéancier pour le mettre dans un dossier Excel. Il serait bon que tu penses à avoir des programmes qui sont compatibles avec nous et les agences. Nous n’avons toujours pas le document de pitch que tu as fait et Christine doit consacrer du temps pour reformater les informations de ton échéancier. Pas rentable du tout, donc ce sera un must si on fait le projet. On ne peut travailler en double."

Pierre: "Avec qui je négocierai le contrat, si contrat il y a. Avec Astral, Doner ou Mazda ? Et quand viendra la réponse finale selon toi ?..."

Michelle: "Je crois que le plus simple ce sera Astral Media qui signera ton contrat. Après tout, Doner a communiqué avec Astral Media pour les aider à trouver une idée pour le lancement de leur automobile. Si cette idée est retenue, le client va préférer avoir un intervenant plutôt que deux même si tu interviens dans le dossier à tout moment. Le client sent qu’Astral Media est imputable pour Gramsclo...."

Christine: "Bonjour Pierre, Voici le calendrier de prod. Pierre, vérifie si les dates fonctionnent, mais tout devrait être beau. Mary l’a déjà et l’a fait suivre au client. Bonne fin de journée!..."

November 24th

Mary:"...Hi Kyle, Any news on where things are at? I’m so anxious to hear!!.."

Kyle: "...They liked it, but we haven’t heard other news. I will let you know as soon as I know next steps..."

November 27th

Kyle: "...Hi Mary, Left you a message on this, let’s chat if you have more questions.
It is unlikely the client will approve this before the new year. Having said that, can we shift everything from your workback to start w/o Jan 12? How would this affect the start date? If it’s really tight, I am not opposed to start the programme later on in April vs. April 1? Secondly, the client IS excited about the concept but needs a lot of reassurance. I can take them through the more detailed deck, but there is a missing component which I will need your help on. Basically, because this is NOT a traditionally programme, the feeling is that the measurement for success should also include things beyond impressions and delivery. Is there any way you or Pierre can forecast # of interactions or leads based on this programme? Given the scope of investment, will there be some kind of guarantee on delivery (both on traditional impressions and the # of interactions forecast) and if that delivery is not met would there be compensation? If we can address these issues it will give the Mazda client a better comfort level. Thanks!..."

Mary: "A couple of things… Kyle said that it’s looking very positive – hence all the questions. He said they could give us a final approval by January 12th and would like to be on air April 20th. I told him that cuts out two weeks of prep in our schedule. I said that Pierre would have worked on the story, etc… over the holidays if we had the go but we can’t expect him to do that without an official “go” before hand. But he really does think this will happen..! So, that’s good. And Pierre, you can decide how much you are willing to do in advance of an official Yes. Christine, can you please revise the WBS accordingly. And Pierre, would you be able to come to Toronto the week of December 8th for a meeting with their account people? Kyle would like us to take their entire team through the whole program as soon as possible. They will want to bring in their account people from the Doner Montreal team too so we need to organize this as soon as possible. Please let me know your availability. For me, the best day is the 10th..."

NDLR:

WHY THE DONER US TEAM IS NOT INVITED TO THIS MEETING IN TORONTO ???

(À SUIVRE...)