A NEW ERA FOR

TARGET AUDIENCESPOSITIONING STATEMENTS3 YEAR PLANSBRAND PYRAMIDSTHE 4 P’SREASONS TO BELIEVECONCEPT TESTSSINGLE MINDED PROPOSITIONS360 DEGREE CONNECTIONS

FOR YEARS WE’VE BUILT BRANDS THROUGH ‘CALCULATED’ AND ‘FIXED’ GUIDELINES

CREATING AN ABUNDANCE OF PRACTICES TO REFLECT DEPTH OF UNDERSTANDING AND DUE DILIGENCE

IN SEARCH OF DIFFERENTIATION

THE WHITE SPACE NO ONE IS OCCUPYING, THE POSITION THAT NO ONE HAS TAKEN, THE

OWNABLE TERRITORY, AND THE BIG IDEA THAT WILL BE THE FOUNDATION OF THE BRAND

MORE DATA, BETTER TECHNOLOGY, UNLIMITED

INFORMATION, COUNTLESS CHANNELS, TESTS, MORE

TESTS, AND NEW TESTS, ENDLESS OPPORTUNITIES

FOR CONNECTING AND TARGETING…

ARE NOT NECESSARILY MAKING US BETTER AT WHAT WE DO

WHICH IS EASIER SAID THAN DONE

TO PLAY A REAL ROLE IN PEOPLE’S LIVES

RESIST THE USUAL

THE PROBLEM IS THE WORLD HAS CHANGED … WHILE MARKETING IS HOLDING TIGHT TO WHAT THEY KNOW

3 BIG SHIFTSTHAT HAVE CHANGED OUR INDUSTRY IN THE LAST DECADE

1. DEEPER KNOWLEDGE OF CONSUMERBEHAVIOR• REAL TIME ANALYTICS• CONSTANTLY CONNECTED• AT EVERY AGE

IMPLICATION:

SHIFTING FROM 360 DEGREES INTEGRATION TO 365 DAYS OF ENGAGEMENT

2. INCREASING EXPECTATION TO PLAY A REAL ROLE IN PEOPLE‘S LIVES

DEFINING THE ROLE THEY CAN PLAY IN PEOPLE’S LIVES

HOW A BRAND MAKES US FEELWHAT A BRAND STANDS FOR DEFINING THE BRAND’S REAL‐LIFE VALUE

3. CONSTANTLY EVOLVING TECHNOLOGY LANDSCAPEScience is no longer a closed world, just for geeks. Digital and technological advances are enabling us to create in new ways–leading to new creative forms and helping us see a new appreciation of the digital as a thing of beauty.FORBES 2/04/2014 @ 4:46PM

ENCOURAGING

CONTAGIOUS CONSUMER BEHAVIOUR

WITH GREATER BRAND ENGAGEMENT COMES

REAL-TIME EXPECTATIONS

BRANDS ARE FINALLY FEELING

WHAT IT IS LIKE TO BE A

TARGET!

RESULTING IN AN …

URGENT BUT HEALTHY RE-BALANCE OF BRAND ENERGY

SHIFTING US FROM THE SEARCH FOR …

WHAT BRANDS

WANT TO SAY

WHAT TARGET’S NEED TO HEAR

TO A MUCH GREATER CONNECTION BASED ON …

WHAT ROLE DOES

THE BRAND

PLAY

WHAT TRULY INTERESTS PEOPLE

WE ARE NO LONGER IN SEARCH OF THE BIG IDEA, INSTEAD WE NEED TO FIND …

AN IDEA THAT CAN BE BIG

SHIFTING FROM THE NEED FOR PERFECTION TO

ENGAGEMENT

OUR JOB TODAY IS NOT JUST TO SELL PRODUCTS BUT TO BRING OUR CLIENTS’ BRANDS TO LIFE

LIVING BRANDSPRESENT AND PARTICIPATORY IN PEOPLE’S LIVES - NOT JUST EXISTING IN THE SOCIAL AND DIGITAL WORLD

STRATEGICALLYTARGETSTALKING ATINSIGHT BASEDCONCEPT TESTEDMEASURING

PEOPLEBEHAVING ASTRUTH CONNECTEDDATA POWEREDREAL TIME ANALYTICS

360 DEGREEA MESSAGEINTEGRATEDDIGITALBIG IDEA

365 DAYSAN EXPERINECECULTURALLY CONNECTEDENGAGEDIDEA THAT CAN BE BIG

MANAGEMENTCMOSELLINGFACILITATINGMARKETING

BUSINESS STRATEGYC-SUITEPARTNERINGPROBLEM SOLVINGENTREPRENEURIAL

WHERE TO START?

BRANDS ARE NO DIFFERENT

IF YOU WANT TO ENGAGE WITH PEOPLE…YOU NEED TO BE INTERESTING

TENSION + IRRESISTIBILITY =

CLASSIC

IRREVRANTLY

TRADITIONALLY

UNTRADITIONAL

SERIOUSLY

HAPPY

BillboardREPORTS THAT IN ITS FIRST WEEK, THE SONG RACKED UP THE HIGHEST DIGITAL SALES TOTAL OF THE YEAR (544,000 DOWNLOADS)

HARDWORKING

BOONDOGGLE

HOW DO WE APPLY THIS TO BRANDS?

OBSSESIVELY

FUNNY

“THE PRETZEL BACON CHEESEBURGER BECAME THE MOST SUCCESSFUL NEW HAMBURGERINTRODUCTION IN OUR COMPANY'S 40-YEAR HISTORY. SAME-STORE SALES FAREXCEEDED OUR EXPECTATIONS," SAID CRAIG BAHNER, WENDY'S CMO.

HARDWORKING

LUXURY

“I CAN TAKE MY CLIENTS AROUND DURING THE WEEK AND YET I AM NEVER AFRAID TO PUT MY WET DOGS IN THERE ON THE WEEKEND. I WOULD NEVER DO THAT WITH MY MERCEDES.”LANDROVER OWNER, 2013

ENABLING GREATER BRAND ENGAGEMENTWITH REAL-TIME EXPECTATIONS

Over 528,000 sessionsAverage 14 minutes per sessionReturn visit rate at over 15%Over 230MM media impressions in Week 1#1 best seller on Amazon

EVERYDAY

ASPIRATION

ON THE 11TH APRIL 2006, M&S “SMASHED EXPECTATIONS”25 BY ANNOUNCING A FOURTH QUARTER INCREASE IN UK SALES OF 9.1% ON THEYEAR. FOOD SALES WERE UP 8.4%, WHILST SALES OF GENERAL MERCHANDISE ROSE BY 9.1%

IRRESISTIBLY

A LITTLE BIT OF TENSION MAKES THINGS

ENGAGING

THEY ARE NO LONGER STATIC…BUT LIVING ENTITIES

WHEN BRANDS ARE ENGAGING … WE WANT TO SPEND MORE TIME WITH THEM

WE SEEK THEM OUT

WE TALK ABOUT THEM

WE CONNECT WITH THEM

THE TENSITY OF LIVING BRANDS