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

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

  • 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
  • Proprietary & Confidential. © 2012 R/GA All rights reserved. /2Proprietary & Confidential. © 2012 R/GA All rights reserved
  • Proprietary & Confidential. © 2012 R/GA All rights reserved View slide
  • John Militello Sean MillerProprietary & Confidential. © 2012 R/GA All rights reserved View slide
  • 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 RELIGIONProprietary & Confidential. © 2012 R/GA All rights reserved
  • SEX POLITICS RELIGION KIDS & DIGITALProprietary & Confidential. © 2012 R/GA All rights reserved
  • 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 reserved
  • 88 Days Source: Rewired: Understanding the iGeneration and the Way They LearnProprietary & Confidential. © 2012 R/GA All rights reserved
  • Source: Nielsen Q4, 2011Proprietary & Confidential. © 2012 R/GA All rights reserved
  • 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
  • “The average 11-year-old child has adult technology skills.” Source: AVGProprietary & 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
  • 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” Source: CMO Council, 2011Proprietary & Confidential. © 2012 R/GA All rights reserved
  • The one group that’s certainly not terrified...Proprietary & Confidential. © 2012 R/GA All rights reserved
  • ...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 reserved
  • 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
  • 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 rights reserved
  • CMOs are sticking around longer 42 2011 24Proprietary & Confidential. © 2012 R/GA All rights reserved
  • Proprietary & Confidential. © 2012 R/GA All rights reserved. / 44Proprietary & Confidential. © 2012 R/GA All rights reserved
  • Proprietary & Confidential. © 2012 R/GA All rights reserved
  • Proprietary & Confidential. © 2012 R/GA All rights reserved
  • Sugata Mitra’s Hole in the wallProprietary & Confidential. © 2012 R/GA All rights reserved
  • Proprietary & Confidential. © 2012 R/GA All rights reserved
  • Proprietary & Confidential. © 2012 R/GA All rights reserved
  • 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
  • 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 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
  • 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 tinkerers unfilteredProprietary & Confidential. © 2012 R/GA All rights reserved
  • 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
  • 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 & Confidential. © 2012 R/GA All rights reserved
  • 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
  • Thank youProprietary & Confidential. © 2012 R/GA All rights reserved
  • John Militello #kidCMO Sean Miller @JohnMilitello @millerse1Proprietary & Confidential. © 2012 R/GA All rights reserved