Mathilde 3rd post

McCann

This second visit was another way for me to more specifically define my professional goals. McCann is a really impressive agency. Whether it’s the working space with the amazing view on the East River and the general design of the environment, or the list of globally known clients, McCann is definitely an inspirational place.

However, from my first step inside to the end of the visit, I’ve never been able to picture myself working in such a big agency. I do remember how Collette from TargetCast was thrilled to share her experience of meeting with clients and having responsibilities. I feel that working at McCann would be a totally different social and interpersonal approach than working in a smaller agency. And as I get more precise about my professional aspirations, I feel the need to interact with coworkers on a personal level.

In addition to my general feeling, and still in comparison to TargetCast, I didn’t get the essence of what a person working at the McCann will do on a daily basis. I feel that the presentation was impressive and remarkable but not as informative as it was at TargetCast.

I also regret that we didn’t have mush time to discuss after the presentation and to fully enjoy the classmates’ presentations.

Evian

As Evian is a mass consumption product, its audience is pretty broad both in terms of age, gender and ethnicity. However, after analyzing the Evian US website, we can define 4 different segments represented by 4 different taglines:

-Mother/Babies – “Like mother, like Babies”

            . Pregnant women

            . Young mothers

            . Babies

-Children – “Water is youth’s best friend”

-Active Life – “Revitalize your body with Evian”

-Senior – “Aging well is drinking well”

For each segment, Evian provides relevant information that may be touch points for potential buyers or current consumers. For example, in the Mother/babies category, Evian explains in detail how water is fundamental in the development of the fetus and that 87% of breast milk is water.

The campaign Baby & Me, by delivering a general message of youth and health does not specifically target one of these segments. However, because the message “Live Young” is portrayed with dance music and hip-hop dance in an urban environment, we can assume that the message reached more young minds than seniors’ minds.