Strategic fuel INMA - IAB Norway Amsterdam, February 8 2008

2740+ 100+ 37 staff offices countries Is a network not an agency Portfolio of diverse best-in-breed agencies Americas EMEA APAC Anorak Digital

The game has changed

“ To find something comparable, you have to go back 500 years to the printing press, the birth of mass media ... Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control” - Rupert Murdoch

Separation of Content

Ubiquitous content…everywhere

Everyone and everything connected…

… and everything is searchable

New horizons in media Possibilities to connect Possibilities to interact Possibilities to sell

Transparency

Empowered consumers

What brands do, not just what they say

http://www.flickr.com/photos/molas/128652106 Traditional creative agencies tell stories about brands Traditional media agencies buy time to allow these stories to be told But it’s your consumers who tell the most powerful stories about your brands

‘ Creating Time’

Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION

Data + Insight = Data+

Influencer marketing Every week we see 30,000 commercial messages. We only act upon 4. Number of brand, product and service recommendations from trusted friends we act on weekly: Source: Walter Carl, Northeastern University 1:3

Every week we see 30,000 commercial messages.

We only act upon 4.

Number of brand, product and service recommendations from trusted friends we act on weekly:

262 IceVibers 82% feedback through online questionnaire 4.9 of 6 samples passed on to friends 13.4 conversations G0  G1 4.6 conversations G1  G2 >> 13,375 conversations 25% increase of buying intention 44% describes ‘match’ Labello and herself as super 83.3% prefers Labello Caregloss & Shine over similar products

262 IceVibers

82% feedback through online questionnaire

4.9 of 6 samples passed on to friends

13.4 conversations G0  G1

4.6 conversations G1  G2

>> 13,375 conversations

25% increase of buying intention

44% describes ‘match’ Labello and herself as super

83.3% prefers Labello Caregloss & Shine over similar products

Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION

Be different: Sixt car rental (Germany) Sixt is a car rental company. When you type in the word ‘Mietwagen’ you get a lot of sponsored results - and all of them look the same. How to stand out of the crowd? Sixt found the solution in using the good old ‘ASCII-art’.

Sixt is a car rental company.

When you type in the word ‘Mietwagen’ you get a lot of sponsored results - and all of them look the same.

How to stand out of the crowd?

Sixt found the solution in using the good old ‘ASCII-art’.

Viral video’s In-line with other brand communications

Digital out of home MINI, London adidas, Paris

Amplification: adidas in Second Life

Amplification

Dove Evolution ad: similar mechanism

Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION

Sync SEA with offline media

Bring mobile into the mix Offline to mobile Web to mobile

Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION

Gaming Gettheglass.com AXE easter egg in Rainbow Six Vegas Coke ad based on GTA

Again adidas, Paris Mobile Digital in-store

Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION PARTICIPATION

Super bowl ads / MySpace During ‘the big game’ fans were prompted to go to MySpace to view and share TVC’s. Social media extends effect of TV campaign. It makes use of existing habits and mechanisms. Where search is great for informational content discovery, social media is great for entertainment content discovery. … and ROI tracking!

During ‘the big game’ fans were prompted to go to MySpace to view and share TVC’s.

Social media extends effect of TV campaign.

It makes use of existing habits and mechanisms.

Where search is great for informational content discovery, social media is great for entertainment content discovery.

… and ROI tracking!

Social media optimization News Blog Wikipedia YouTube Review Blog search

Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION

Multivariate testing

CRM Proof of purchase. Combination of short and long term programs.

Proof of purchase.

Combination of short

and long term

programs.

Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION CONNECTION SUSTAINABLE AND OPEN SOURCE

What brands do…

Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION

Conversation/ buzz tracking

Brand dashboard

Wrap up From campaign based thinking to continuous consumer interactions. Everything interdependent and interconnected. Connect through mobile and search (and CRM). Work on a solid social media strategy. What brands do, not just what they say. Think in outcomes, not in output.

From campaign based thinking to continuous consumer interactions.

Everything interdependent and interconnected.

Connect through mobile and search (and CRM).

Work on a solid social media strategy.

What brands do, not just what they say.

Think in outcomes, not in output.

Thank you [email_address]