icp

P&G case study.

Brands :

• Gillette
• Braun
• Oral B

Press & Outdoor advertising

• ICP were originally approached by BBDO New York to help implement multinational programmes and were subsequently appointed direct by Gillette to work in over 80 markets worldwide.
• ICP create a master digital file to international standards from creative materials received from BBDO New York who, as lead creative agency, also set creative guidelines and approve all colour proofs.
• ICP work with local BBDO and O&M offices to receive translations, ensure cultural acceptance, undertake language settings and gain approvals.
• ICP supply a production estimate to each local office along with a critical timing plan based on media information, copy rotation and selected creative executions.
• Following approvals, materials are delivered to publications and we also manage the printing of outdoor and point of sale campaigns.
• ICP invoice individual markets using an agreed price list.

Television

• As a result of the successful implementation of press and outdoor campaigns, ICP also adapt US created TV commercials for implementation in international markets.
• TV spots are edited using voice-overs received from local markets, along with end-frame language & pack shot adaptation and content management to reflect local market requirements.

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