WHY YOUR 5-YEAR-OLD                                                         IS MORE DIGITAL                               ...
Proprietary & Confidential. © 2012 R/GA All rights reserved.   /2Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
John Militello                 Sean MillerProprietary & Confidential. © 2012 R/GA All rights reserved
John Militello                 Sean MillerProprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
DISCLAIMERProprietary & Confidential. © 2012 R/GA All rights reserved
WHAT WE DIDProprietary & Confidential. © 2012 R/GA All rights reserved
SEX                                                              POLITICS                                                 ...
SEX                                                   POLITICS                                                  RELIGION  ...
Proprietary & Confidential. © 2012 R/GA All rights reserved
AGENDAProprietary & Confidential. © 2012 R/GA All rights reserved
AGENDAProprietary & Confidential. © 2012 R/GA All rights reserved
AGENDAProprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Source: Rewired: Understanding the iGeneration and the Way They LearnProprietary & Confidential. © 2012 R/GA All rights re...
88 Days                                                              Source: Rewired: Understanding the iGeneration and th...
Source: Nielsen Q4, 2011Proprietary & Confidential. © 2012 R/GA All rights reserved
Operate computer                         63%                                                                    58%       ...
“The average 11-year-old child                   has adult technology skills.”                                            ...
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Many are terrified.Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
“Random Acts                                                               of Marketing”                                  ...
The one group that’s                            certainly not terrified...Proprietary & Confidential. © 2012 R/GA All righ...
...is the kidsProprietary & Confidential. © 2012 R/GA All rights reserved
Why?Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved.   / 39Proprietary & Confidential. © 2012 R/GA All rights rese...
The four biggest challenges           Are also the ones they feel least prepared for                                      ...
Marketplace > MarketingProprietary & Confidential. © 2012 R/GA All rights reserved
Source: Q3 2011 Forrester/Heidrick & Struggles Global Evolved CMO Online SurveyProprietary & Confidential. © 2012 R/GA All...
CMOs are sticking around longer                                                              42                           ...
Proprietary & Confidential. © 2012 R/GA All rights reserved.   / 44Proprietary & Confidential. © 2012 R/GA All rights rese...
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Sugata Mitra’s                                                              Hole in the wallProprietary & Confidential. © ...
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Departments                                                                                                 Offerings     ...
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
LESSON                                                              Fuel curiosity.Proprietary & Confidential. © 2012 R/GA...
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Marshmallow challengeProprietary & Confidential. © 2012 R/GA All rights reserved
LESSON                    Stop thinking, start doing.Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Google VillageProprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
LESSON 3Ask a kidProprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
Proprietary & Confidential. © 2012 R/GA All rights reserved
KIDS ARE...                                            collaborative                                            fearless  ...
KIDS ARE...       THE LESSON                                            collaborative     love the ones you’re with       ...
Proprietary & Confidential. © 2012 R/GA All rights reserved
WHAT’S HAPPENING HERE?Proprietary & Confidential. © 2012 R/GA All rights reserved
WHAT’S HAPPENING HERE?                                                              It’s NOT about being a kid.Proprietary...
WHAT’S HAPPENING HERE?                                                              It’s NOT about being a kid.           ...
Thank youProprietary & Confidential. © 2012 R/GA All rights reserved
John Militello                               #kidCMO   Sean Miller                        @JohnMilitello                  ...
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Why Your 5-Year-Old is More Digital Than Most CMOs - Sean Miller, R/GA and John Militello, Google

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R/GA Group Planning Director Sean Miller and Google Head of Creative Innovation John Militello highlight the surprising advantages the under-six set have over today’s CMOs, exploring ideas and different ways of thinking that provoke new behaviors for today's marketing professionals.

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Why Your 5-Year-Old is More Digital Than Most CMOs - Sean Miller, R/GA and John Militello, Google

  1. WHY YOUR 5-YEAR-OLD IS MORE DIGITAL THAN MOST CMOs Sean Miller Group Planning Director John Militello Head of Creative Innovation The ZOOProprietary & Confidential. © 2012 R/GA All rights reserved
  2. Proprietary & Confidential. © 2012 R/GA All rights reserved. /2Proprietary & Confidential. © 2012 R/GA All rights reserved
  3. Proprietary & Confidential. © 2012 R/GA All rights reserved
  4. John Militello Sean MillerProprietary & Confidential. © 2012 R/GA All rights reserved
  5. John Militello Sean MillerProprietary & Confidential. © 2012 R/GA All rights reserved
  6. Proprietary & Confidential. © 2012 R/GA All rights reserved
  7. DISCLAIMERProprietary & Confidential. © 2012 R/GA All rights reserved
  8. WHAT WE DIDProprietary & Confidential. © 2012 R/GA All rights reserved
  9. SEX POLITICS RELIGIONProprietary & Confidential. © 2012 R/GA All rights reserved
  10. SEX POLITICS RELIGION KIDS & DIGITALProprietary & Confidential. © 2012 R/GA All rights reserved
  11. Proprietary & Confidential. © 2012 R/GA All rights reserved
  12. AGENDAProprietary & Confidential. © 2012 R/GA All rights reserved
  13. AGENDAProprietary & Confidential. © 2012 R/GA All rights reserved
  14. AGENDAProprietary & Confidential. © 2012 R/GA All rights reserved
  15. Proprietary & Confidential. © 2012 R/GA All rights reserved
  16. Proprietary & Confidential. © 2012 R/GA All rights reserved
  17. Source: Rewired: Understanding the iGeneration and the Way They LearnProprietary & Confidential. © 2012 R/GA All rights reserved
  18. 88 Days Source: Rewired: Understanding the iGeneration and the Way They LearnProprietary & Confidential. © 2012 R/GA All rights reserved
  19. Source: Nielsen Q4, 2011Proprietary & Confidential. © 2012 R/GA All rights reserved
  20. Operate computer 63% 58% Play computer game 52% Ride a bike 37% Write name Make emergency call 20% Tie shoes 11% Source: AVGProprietary & Confidential. © 2012 R/GA All rights reserved
  21. “The average 11-year-old child has adult technology skills.” Source: AVGProprietary & Confidential. © 2012 R/GA All rights reserved
  22. Proprietary & Confidential. © 2012 R/GA All rights reserved
  23. Proprietary & Confidential. © 2012 R/GA All rights reserved
  24. Proprietary & Confidential. © 2012 R/GA All rights reserved
  25. Proprietary & Confidential. © 2012 R/GA All rights reserved
  26. Proprietary & Confidential. © 2012 R/GA All rights reserved
  27. Proprietary & Confidential. © 2012 R/GA All rights reserved
  28. Proprietary & Confidential. © 2012 R/GA All rights reserved
  29. Proprietary & Confidential. © 2012 R/GA All rights reserved
  30. Proprietary & Confidential. © 2012 R/GA All rights reserved
  31. Proprietary & Confidential. © 2012 R/GA All rights reserved
  32. Many are terrified.Proprietary & Confidential. © 2012 R/GA All rights reserved
  33. Proprietary & Confidential. © 2012 R/GA All rights reserved
  34. Proprietary & Confidential. © 2012 R/GA All rights reserved
  35. Proprietary & Confidential. © 2012 R/GA All rights reserved
  36. Proprietary & Confidential. © 2012 R/GA All rights reserved
  37. “Random Acts of Marketing” Source: CMO Council, 2011Proprietary & Confidential. © 2012 R/GA All rights reserved
  38. The one group that’s certainly not terrified...Proprietary & Confidential. © 2012 R/GA All rights reserved
  39. ...is the kidsProprietary & Confidential. © 2012 R/GA All rights reserved
  40. Why?Proprietary & Confidential. © 2012 R/GA All rights reserved
  41. Proprietary & Confidential. © 2012 R/GA All rights reserved
  42. Proprietary & Confidential. © 2012 R/GA All rights reserved
  43. Proprietary & Confidential. © 2012 R/GA All rights reserved
  44. Proprietary & Confidential. © 2012 R/GA All rights reserved
  45. Proprietary & Confidential. © 2012 R/GA All rights reserved
  46. Proprietary & Confidential. © 2012 R/GA All rights reserved
  47. Proprietary & Confidential. © 2012 R/GA All rights reserved. / 39Proprietary & Confidential. © 2012 R/GA All rights reserved
  48. The four biggest challenges Are also the ones they feel least prepared for Unpreparedness 1 2 3 1 Data explosion 2 Social media 4 3 Growth of channel and device choices Impact 4 Shifting consumer demographics Source: IBM CMO Study, 2011Proprietary & Confidential. © 2012 R/GA All rights reserved
  49. Marketplace > MarketingProprietary & Confidential. © 2012 R/GA All rights reserved
  50. Source: Q3 2011 Forrester/Heidrick & Struggles Global Evolved CMO Online SurveyProprietary & Confidential. © 2012 R/GA All rights reserved
  51. CMOs are sticking around longer 42 2011 24Proprietary & Confidential. © 2012 R/GA All rights reserved
  52. Proprietary & Confidential. © 2012 R/GA All rights reserved. / 44Proprietary & Confidential. © 2012 R/GA All rights reserved
  53. Proprietary & Confidential. © 2012 R/GA All rights reserved
  54. Proprietary & Confidential. © 2012 R/GA All rights reserved
  55. Sugata Mitra’s Hole in the wallProprietary & Confidential. © 2012 R/GA All rights reserved
  56. Proprietary & Confidential. © 2012 R/GA All rights reserved
  57. Proprietary & Confidential. © 2012 R/GA All rights reserved
  58. Departments Offerings ACCOUNT / PRODUCTION Platforms / Applications Campaigns Digital Advertising Relationship Marketing INTERACTION DESIGN Web Sites E-commerce Systematic Design Data Visualization VISUAL DESIGN CONNECTIONS COPYWRITING TECHNOLOGY Brand Development Mobile ANALYTICS PLANNING Consulting Media Product Innovation Social Retail Live Events DIGITAL STUDIOProprietary & Confidential. © 2012 R/GA All rights reserved
  59. Proprietary & Confidential. © 2012 R/GA All rights reserved
  60. Proprietary & Confidential. © 2012 R/GA All rights reserved
  61. Proprietary & Confidential. © 2012 R/GA All rights reserved
  62. LESSON Fuel curiosity.Proprietary & Confidential. © 2012 R/GA All rights reserved
  63. Proprietary & Confidential. © 2012 R/GA All rights reserved
  64. Proprietary & Confidential. © 2012 R/GA All rights reserved
  65. Proprietary & Confidential. © 2012 R/GA All rights reserved
  66. Proprietary & Confidential. © 2012 R/GA All rights reserved
  67. Proprietary & Confidential. © 2012 R/GA All rights reserved
  68. Proprietary & Confidential. © 2012 R/GA All rights reserved
  69. Proprietary & Confidential. © 2012 R/GA All rights reserved
  70. Marshmallow challengeProprietary & Confidential. © 2012 R/GA All rights reserved
  71. LESSON Stop thinking, start doing.Proprietary & Confidential. © 2012 R/GA All rights reserved
  72. Proprietary & Confidential. © 2012 R/GA All rights reserved
  73. Google VillageProprietary & Confidential. © 2012 R/GA All rights reserved
  74. Proprietary & Confidential. © 2012 R/GA All rights reserved
  75. Proprietary & Confidential. © 2012 R/GA All rights reserved
  76. Proprietary & Confidential. © 2012 R/GA All rights reserved
  77. LESSON 3Ask a kidProprietary & Confidential. © 2012 R/GA All rights reserved
  78. Proprietary & Confidential. © 2012 R/GA All rights reserved
  79. Proprietary & Confidential. © 2012 R/GA All rights reserved
  80. Proprietary & Confidential. © 2012 R/GA All rights reserved
  81. KIDS ARE... collaborative fearless tinkerers unfilteredProprietary & Confidential. © 2012 R/GA All rights reserved
  82. KIDS ARE... THE LESSON collaborative love the ones you’re with fearless fuel curiosity tinkerers stop thinking, start doing unfiltered ask a kidProprietary & Confidential. © 2012 R/GA All rights reserved
  83. Proprietary & Confidential. © 2012 R/GA All rights reserved
  84. WHAT’S HAPPENING HERE?Proprietary & Confidential. © 2012 R/GA All rights reserved
  85. WHAT’S HAPPENING HERE? It’s NOT about being a kid.Proprietary & Confidential. © 2012 R/GA All rights reserved
  86. WHAT’S HAPPENING HERE? It’s NOT about being a kid. It’s about being a beginner, again.Proprietary & Confidential. © 2012 R/GA All rights reserved
  87. Thank youProprietary & Confidential. © 2012 R/GA All rights reserved
  88. John Militello #kidCMO Sean Miller @JohnMilitello @millerse1Proprietary & Confidential. © 2012 R/GA All rights reserved

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