New Business IdeaNew Business Idea

The Phelps GroupThe Phelps Group

ICOM North American Regional MeetingICOM North American Regional Meeting

October 18-20, 2007October 18-20, 2007

Our ChallengeOur Challenge

How can we effectively compete in new How can we effectively compete in new business pitches in categories where we business pitches in categories where we currently don’t have depth or experience?currently don’t have depth or experience?

In the PastIn the Past

We’ve depended on freelancers, consultants or We’ve depended on freelancers, consultants or people on “our bench.” people on “our bench.”

We’ve done research on our own.We’ve done research on our own.

A New ApproachA New Approach

We’ve partnered with a company called We’ve partnered with a company called iconoculture to bring new depth and insights to iconoculture to bring new depth and insights to our current business and new business pitches.our current business and new business pitches.

iconocultureiconoculture

Specializes in putting the consumer at the center Specializes in putting the consumer at the center of the client’s business.of the client’s business.• They help align products, services, brands and They help align products, services, brands and

messaging with consumer wants, needs and desires.messaging with consumer wants, needs and desires. Provide clients/agencies with real-time Provide clients/agencies with real-time

consumer insights and translation capabilities.consumer insights and translation capabilities.

iconocultureiconoculture

Iconoculture Advisory ServicesIconoculture Advisory Services• Answer specific consumer-related questions with Answer specific consumer-related questions with

deep insight, implications and application advice.deep insight, implications and application advice.• New product development and creative innovationNew product development and creative innovation• Advertising and promotion evaluationAdvertising and promotion evaluation• Market direction and trendsMarket direction and trends• Hypothesis development and confirmationHypothesis development and confirmation• Brand architecture and developmentBrand architecture and development• Communications and messagingCommunications and messaging• Concept validation and enrichmentConcept validation and enrichment• Design and packaging approachesDesign and packaging approaches

Iconoculture Advisory ServicesIconoculture Advisory Services

Core team of 35+ consumer experts, each Core team of 35+ consumer experts, each specializing in one or more consumer lifestyle specializing in one or more consumer lifestyle categories or demographics.categories or demographics.

Adult Beverage Grocery African-Americans Men 21-29Automotive Health Asian Americans MillennialsBeauty Home/Garden Asian Influence MomsBeverages Leisure Travel Boomers Women 21-29Business Travel Media Generation WeEntertainment Pets Gen XersFinancial Retail LatinoFood Sports/Fitness LGBT

Livestyle Category Demographic

A few panel membersA few panel members

Larry Wu, VP, Consumer StrategistLarry Wu, VP, Consumer StrategistFood/BeverageFood/Beverage

• Director of R&D at Starbucks Coffee CompanyDirector of R&D at Starbucks Coffee Company

• General Foods Corporation’s Beverage DivisionGeneral Foods Corporation’s Beverage Division

• Campbell Soup Co.Campbell Soup Co. Christopher Keating, VP, Consumer StrategistChristopher Keating, VP, Consumer Strategist

Financial ServicesFinancial Services

• FCB and Y&R agency experience working with FCB and Y&R agency experience working with JPMorgan Chase, Citigroup, American Express, JPMorgan Chase, Citigroup, American Express, AT&T, Disney and Miller Brewing Co.AT&T, Disney and Miller Brewing Co.

Tim Henderson, Sr. Director, Consumer StrategistTim Henderson, Sr. Director, Consumer StrategistMatures and RetailMatures and Retail

• Former editor-in-chief of STORES magazineFormer editor-in-chief of STORES magazine

• Managed communications for National Assoc. of Convenience StoresManaged communications for National Assoc. of Convenience Stores

Consumer Intelligence PlatformConsumer Intelligence Platform

24/7 online access to all general market and 24/7 online access to all general market and multicultural consumer contentmulticultural consumer content

Houses more than 45,000 consumer Houses more than 45,000 consumer observations, trends, values, Macrotrends and observations, trends, values, Macrotrends and market facts.market facts.

Webcasts on emerging trends and breaking Webcasts on emerging trends and breaking consumer topicsconsumer topics

IconoCommunitiesIconoCommunities

Focused online conversations with consumersFocused online conversations with consumers• Deep DiveDeep Dive

One or a series of questions about a particular One or a series of questions about a particular topic.topic.

• PulsePulse Regularly scheduled check on consumers’ Regularly scheduled check on consumers’

reactions to something specific (tracking reactions to something specific (tracking communication or consumer perception over time, communication or consumer perception over time, etc.)etc.)

IconoWorkshopsIconoWorkshops

Work sessions with Iconoculture strategistsWork sessions with Iconoculture strategists• Idea alignment Idea alignment (half-day ideation session)(half-day ideation session)• Idea DNA Idea DNA (more detailed full-day session with (more detailed full-day session with

advanced analysis and insight tools)advanced analysis and insight tools)• Multi-day workshopsMulti-day workshops

In closingIn closing

The Phelps GroupThe Phelps Group

Santa Monica, CASanta Monica, CA