Present in Romania since 1994, it is the holding controlling the 10 companies of the Industrie Maurizio Peruzzo Group in Romania. Euroholding defines the strategies of the group, coordinates and supports its companies with a package of centralized services.
The Peruzzo Group was founded in 1949, thanks to the insight and intrepreneur skills of the brothers Maurizio and Albino Peruzzo. Nowadays, the Group successfully operates in the textile, building and real-estate sectors. The Peruzzo Group is a leading company in the production of semi-finished products of the highest quality made of natural and artificial synthetic fibres: this kind of production belongs to the group's history. Today, the Group is composed of ten textile factories, producing a wide range of reinforcing, protective, insulating and stuffing products. Along with these factories, ten between building companies and real-estate companies have been operating since the Eighties. In this sector, the Group is gaining constant and growing success, both in Italy and abroad.
The role of Euroholding Group is also to direct the financial policy of the Group, using verification tools such as budget, cash-flow and industrial management control.
The working team consists in young individuals, professional and flexible, capable of optimizing the coordination between the Group’s entities and who are able to involve themselves in the most complex transactions.
The companies of Euroholding share its values, mainly an effective, complete, innovative and proactive service culture, which provides adequate solutions. The customer is assisted in all the phases of the business related to his reference market and finds proper and complete solutions in the Group.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
We need to improve the image of our internet site: http://www.euroholding.com.ro (our company has an in-house IT department but needs creative support).
We want to restyle our homepage. We need a more modern look. This is how we would like to replace the contents:
- To give more importance and visibility for the brand Euroholding Group (it is the main brand)
- To visually highlight the distinction between the two different areas of activity:
1) TEXTILES – which include IMP and NETEX
2) COSTRUCTIONS – which include the others o Regarding point 1, to explain that IMP stands for “Industrie Maurizio Peruzzo” and that it is an International Group.
- To communicate that we are present in all the value chain: from design to the selling of cement or constructions
- To graphically change all the navigation buttons
- (Optional) To provide a new menu “Financial information”.
All other contents and the box for choosing the languages shall be kept – but you are free to rearrange them as you wish inside the homepage, according to the chosen graphics.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
International clients, suppliers, banks.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
That we are reliable, we have great experience in both the textiles and the constructions fields.
Our mission is excellence.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
Because our experience in the field is unequaled.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
- Professional
- Technological
- Innovative
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
Internet – web site
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
Remember we need to improve the image of our internet site http://www.euroholding.com.ro
If you want you can take a look at the internet site of the International Group: http://www.peruzzoindustries.com/home_uk.html
There are no specific guidelines, the only request is that the proposal is chromatically coherent with the attached logo. Should you use photo images for icons/buttons/etc, we ask you to specify the references (better if you use royalty free materials
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
