0
CONSULTANTS & CREATIVESTwo sides of the same coinMazen KhaterCMO, JWT MENA
STEREOTYPICALLY,THE TWO AREWORLDS APART
MATHMENMADMENSource: Google, GQ
METHODMADNESS
ADDOCD
POWERPOINTPOWER NAPS
COLD COLORFUL
IN REALITY,THEY’RE IN IT TOGETHER
BOTH TAP ON INTANGIBLE ASSETS TOCREATE STAKEHOLDER VALUE…Strategy LeadershipOrganization& CultureBrand /ReputationHumanCap...
S&P 500 – Market to Book Ratio (1982 to 2004)Source: CMO Council, MPM Forum, “Brand Equity and Shareholder Value” by Jonat...
"All our factories and facilities could burn downtomorrow but youd hardly touch the value of thecompany; all that actually...
SEVERAL STUDIESHAVE CONFIRMEDTHE HIGHCONTRIBUTIONTHAT BRANDSMAKE TOSHAREHOLDERVALUECoca-Cola 69.6 51Microsoft 64.1 21IBM 5...
STUDIES HAVEALSO SHOWNTHAT STRONGERBRANDS RESULTIN BETTERINVESTMENTPERFORMANCE1) The three indices were normalized to 100 ...
OTHER STUDIESHAVE DIRECTLYLINKEDOVERALL BRANDHEALTH WITHBUSINESSPERFORMANCE7.58 6.386% 14%75% 41%7.35 6.7746% 36%2.90 2.09...
SOME STUDIESHAVE EVENSIMULATED THEIMPACT OFBRANDREPUTATION ONSTOCK PRICES2.7%0.8%3.3%0.21%$936 million$1.9 billion$4 billi...
EVEN PERSONALBRANDS HAVEPROVEN THEIRWORTH INIMPACTINGSHAREHOLDERVALUE
CHAIRMAN’SPUBLICITY HASCONSISTENTLYIMPACTEDKINGDOMHOLDING’SSTOCK PRICEImpact of Personal Brand on Stock PriceSource: Forbe...
YET, EACHDELIVERS BRANDSOLUTIONSDIFFERENTLY
DRAMAPRODUCESDECKSPRODUCESDRAMA
ANALYZES DREAMSANALYZES DATA
CRAFTSSTORIESCRUNCHESNUMBERS
DESPITE THEIR DIFFERENCES,THEY COMPLIMENT EACH OTHER
Albert Einstein: “What I admire most about yourart, is its universality. You do not say a word, andyet … the world underst...
Upcoming SlideShare
Loading in...5
×

Consultants & Creatives - May 2013

1,648

Published on

Consultants and Creatives are stereotypically considered worlds apart, but in this presentation, Mazen Khater, JWT MEA's CMO argues they are in fact two sides of the same coin - as both tap into intangible assets to create stakeholder value.
Slides capture important business data from reputable sources.

Author : Mazen Khater, Chief Marketing Officer JWT MEA
Presented : Euromena Consulting 2013 Workshop, 31 May 2013

Published in: Business, Economy & Finance
0 Comments
8 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,648
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
27
Comments
0
Likes
8
Embeds 0
No embeds

No notes for slide

Transcript of "Consultants & Creatives - May 2013"

  1. 1. CONSULTANTS & CREATIVESTwo sides of the same coinMazen KhaterCMO, JWT MENA
  2. 2. STEREOTYPICALLY,THE TWO AREWORLDS APART
  3. 3. MATHMENMADMENSource: Google, GQ
  4. 4. METHODMADNESS
  5. 5. ADDOCD
  6. 6. POWERPOINTPOWER NAPS
  7. 7. COLD COLORFUL
  8. 8. IN REALITY,THEY’RE IN IT TOGETHER
  9. 9. BOTH TAP ON INTANGIBLE ASSETS TOCREATE STAKEHOLDER VALUE…Strategy LeadershipOrganization& CultureBrand /ReputationHumanCapitalIntellectualCapitalInnovationPartnerships IT Networks Supply Chain Processes Technology Loyalty
  10. 10. S&P 500 – Market to Book Ratio (1982 to 2004)Source: CMO Council, MPM Forum, “Brand Equity and Shareholder Value” by Jonathan Knowles and Wolff OlinsDec02Dec03Dec04Dec97Dec98Dec99Dec00Dec01Dec92Dec93Dec94Dec95Dec96Dec87Dec88Dec89Dec90Dec91Dec86Dec85Dec84Dec83Dec820.01.02.03.04.05.06.07.08.0A “Market to Book” ratio of 4.6 means that in 2003the net tangible assets on the balance sheets ofthe companies comprising the S&P 500 accountedfor only 22% of their market valueThe remaining 78% represents value that iscoming from intangible assetsTHE CHOICE OFASSETS IS DUE TOTHE EVERGROWINGIMPORTANCE OFINTANGIBLES ONBALANCE SHEETS
  11. 11. "All our factories and facilities could burn downtomorrow but youd hardly touch the value of thecompany; all that actually lies in the goodwill of ourbrand franchise and the collective knowledge in thecompany"Roberto Goizueta, the late CEO of Coca-Cola"If this company were to split up I would give you theproperty, plant and equipment and I would take thebrands and the trademarks and I would fare far betterthan you"John Stuart, the ex-Chairman of Quaker“It’s about brands and brand building and consumerrelationships … Decapitalized, brand owning companiescan earn huge returns on their capital and grow faster,unencumbered by factories and masses of manualworkers. Those are the things that the stock marketrewards with high price/earnings ratios”John B. Akasie, Financial Editor, ForbesAMONGINTANGIBLEASSETS,BRANDS WEREDEEMED THEMOSTVALUABLE FORMANYCOMPANIES
  12. 12. SEVERAL STUDIESHAVE CONFIRMEDTHE HIGHCONTRIBUTIONTHAT BRANDSMAKE TOSHAREHOLDERVALUECoca-Cola 69.6 51Microsoft 64.1 21IBM 51.2 39GE 41.3 14Intel 30.9 22Nokia 30.0 51Disney 29.3 68McDonald’s 26.4 71Marlboro 24.2 20Mercedes-Benz 21.0 47Emirates Airlines 3.21 29%STC 2.51 8%Q-Tel 2.13 14%Zain 2.08 11%Etisalat 1.99 14%Saudi Electricity 1.02 5%DP World 1.00 12%Savola 0.87 23%Kuwait Finance House 0.79 6%Aldar 0.73 17%InternationalBrands-2002Brand Value(USD Bn)Company/BrandBrand Contributionto Market Cap (%)GCCBrands-2009Source: BusinessWeek, Interbrand/JP Morgan league table 2002, GMR March 2009 Edition
  13. 13. STUDIES HAVEALSO SHOWNTHAT STRONGERBRANDS RESULTIN BETTERINVESTMENTPERFORMANCE1) The three indices were normalized to 100 for the first time period to set a baseline for the value growth2) Based on Business Week world’s most valuable brands study, e.g. Coca-Cola, Ford, and Microsoft2000 2001 20021995 1996 1997 1998 1999199419931992199119905004003002001000ValueGrowthIndex 1: Most valuablebrands in S&P 500Index 2: Less valuablebrands in S&P 500Index 3: S&P 500companiesBrand Contribution to Shareholder ValueUSD 100 in 1990= USD 450 in 2000Source: UBS, Prophet Consulting, Business Week
  14. 14. OTHER STUDIESHAVE DIRECTLYLINKEDOVERALL BRANDHEALTH WITHBUSINESSPERFORMANCE7.58 6.386% 14%75% 41%7.35 6.7746% 36%2.90 2.0916% 34%1.93 1.777.24 6.03AttractivenessLiabilitiesLeadershipSatisfactionDistinctivenessBrandHealthMetricsConsider new offersLikelihood to switchAdds to billLikelihood to referBusinessPerformanceHealthier Brand = Healthier BusinessSource: MIT Sloan Review
  15. 15. SOME STUDIESHAVE EVENSIMULATED THEIMPACT OFBRANDREPUTATION ONSTOCK PRICES2.7%0.8%3.3%0.21%$936 million$1.9 billion$4 billion$292 millionits stock pricewould rise by……had thereputation ofIf…boosting valueby…Source: Buisness Week July 9, 2007 / CCW Communications Consulting Worldwide Inc.
  16. 16. EVEN PERSONALBRANDS HAVEPROVEN THEIRWORTH INIMPACTINGSHAREHOLDERVALUE
  17. 17. CHAIRMAN’SPUBLICITY HASCONSISTENTLYIMPACTEDKINGDOMHOLDING’SSTOCK PRICEImpact of Personal Brand on Stock PriceSource: Forbes; Interactive data via factset search systems
  18. 18. YET, EACHDELIVERS BRANDSOLUTIONSDIFFERENTLY
  19. 19. DRAMAPRODUCESDECKSPRODUCESDRAMA
  20. 20. ANALYZES DREAMSANALYZES DATA
  21. 21. CRAFTSSTORIESCRUNCHESNUMBERS
  22. 22. DESPITE THEIR DIFFERENCES,THEY COMPLIMENT EACH OTHER
  23. 23. Albert Einstein: “What I admire most about yourart, is its universality. You do not say a word, andyet … the world understands you.”Charlie Chaplin: “ It’s true… but your fame iseven greater: The world admires you, whennobody understands you.”
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×