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Keeps us In TouchWith our agenciesWith the changing, global consumerWith best-in-class work

Fuels marketing innovationBrings best ideas and practices into the companyOne-of-a-kind training opportunityStrengthens our commitment to creativityInspires us to challenge paradigms, avoid complacency

Get us the best global creative talent

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(Silver Lion - First ever P&G Film Cannes Lion)

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Cannes 2006 Where will

the Best Ideas come from?

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Cannes 2006 Where will

the Best Ideas come from?

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Enduring campaign starts with strong strategic ideaCould be executed in many ways over timeStarts and goes well beyond 30 second copyEnables holistic programs to be bigger, eachcontact point deepening the communication

: TV centric ideas will not win in the new world

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(Media Grand Prix, Direct Gold, Promo Lion)

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(Gold Lion Publications & Media)

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Younger than 25 are Older than 25 are immigrants in Digital World

will learn the language, but always with an accent!!

DWN suffers CPA (Constant Partial Attention)@ the same time:

Has TV on Is navigating the internet Is writing e-mail Is playing Wi-Fi Video games etc

Need to think beyond 30 to hold DWN attention

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Think beyond 30 to hold DWN attention

(Silver Lion - Best use of Media)

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Think beyond 30 to hold DWN attention

(Gold Lion - Best use of Ambient Media)

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CY 06 consumers loaded to Internet more contentthan last 10 years of advertising

Letting consumers play with your Brand is a risknot letting them is much worth

Must use & foster this to build stronger Brands bygenerating newer, fresher consumer contact

If you do it right, gets viral and its like magic

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Getting Viral

(Is it real? Thats the point that drove this tomore than 50MM contacts with 0 GRPs on TV!!!)

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Getting Viral

(84% Awareness in UKwith 3 weeks open TV!!!)

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Entertaining is the way to pass through the clutter Simplicity & Universal human truths

What is in it for the consumer? Music is clearly an essential piece of an

entertaining and effective spot

Music is the last thing we think/discuss(base case by end of PPMs) we have an issue

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(Gold Lion Direct & Silver Lion Film)

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(Gold Lion Film)

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(Bronze Lion Film No Gold nor Silver in category)

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Today too many stops to get what we need Roster agency, PR agency, BTL agency, in-store

agency, promotion agency,.

Need to simplify transaction for the idea to be thecenter

Push your agencies to deliver better and moreholistic ideas vs. current TV centric model.

We have the right to ask for best teams andwe have Jim Stengel support for that:There must be, and is, life beyond the 30ad (Speech to American Association of Ad Agencies)

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As the contact landscape continues to evolve, the need tomaster future possibilities and advance our ideas,

innovations and capabilities is more essential than ever.

WE MUST CONSTANTLY:-Raise the bar-Question status quo-Re-think our approach and our model to elevate the quality of our work.

Leveraging on Pillars of Fueling Brand Power:-Consumer Insights-Contact Innovation-Value creation

Rennetta McCann

(CEO Startcom mediaVest Group)

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-Groups of 3 people to jury the SMG Fuel Award-Award Top 3 categories (including rationale):

-Grand Prix-Gold

-SilverBased on Pillars of Fueling Brand Power:

-Consumer Insights-Contact Innovation-Value creation

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Top 3 categories (including rationale):

-Grand Prix -Gold -Silver

Drivers for winning :

-Delivery of Brand Power Pillars-Simple to understand by consumers-Easy to remember by consumers

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