Why Marketing Works, What is Good Marketing and Why It Is So Damn Sexy?

Phil Clement Global Chief Marketing & Communications Officer Aon plc

MARKETING

13% to 19%

$1.48 to $4.83

$760M to $1.4B

$6.4B to $11.9B

$22 to $82

$7B to $24B

39% to 53%

Margin

EPS

Cash Flow

$830M to $2.3B

Revenue

Share Price

Market Cap

Operating Income

Brand Awareness

BEAUTY

NUMBERSin

And what has the brain taught us?

The Pepsi challenge....

No emotion....

Is innovative

Has a strong reputation/brand name

Is an ethical company

Provides creative solutions

Is knowledgeable about my company’s needs

Is knowledgeable about my industry

Provides long-term value

Provides my company with tailored solutions Allows me to control costs

Provides fact-based insights

Provides access to the best markets in the world

Has a local team who knows your business

Can seamlessly bring you any specialists you need

Is a leader in providing health and benefits solutions

Is a leader in human resource consulting

Is a leader in human resource outsourcing

Is innovative

Has a strong reputation/brand name

Is an ethical company

Provides creative solutions

Is knowledgeable about my company’s needs

Is knowledgeable about my industry

Provides long-term value

Provides my company with tailored solutions

Allows me to control costs

Provides fact-based insights

Provides access to the best markets in the world

Has a local team who knows your business

Can seamlessly bring you any specialists you need

Is a leader in providing health and benefits solutions

Is a leader in human resource consulting

Is a leader in human resource outsourcing

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50

53

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26 29 32 35 38 41 44 47 50 53 56 59

Ma

rsh

& M

cL

en

nan

Pe

rfo

rma

nce

Aon Performance

Sponsorship Aware

Sponsorship Unaware

Marketing evokes feelings