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WHY YOUR 5-YEAR-OLD
                                                         IS MORE DIGITAL
                                                        THAN MOST CMOs

                                                              Sean Miller
                                                              Group Planning Director

                                                              John Militello
                                                              Head of Creative Innovation
                                                              The ZOO




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John Militello                 Sean Miller




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John Militello                 Sean Miller




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DISCLAIMER

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WHAT WE DID

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SEX
                                                              POLITICS
                                                              RELIGION
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SEX
                                                   POLITICS
                                                  RELIGION
                                                KIDS & DIGITAL
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AGENDA




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AGENDA




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AGENDA




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Source: Rewired: Understanding the iGeneration and the Way They Learn
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88 Days
                                                              Source: Rewired: Understanding the iGeneration and the Way They Learn
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Source: Nielsen Q4, 2011
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Operate computer                         63%
                                                                    58%
                     Play computer game                                   52%

                     Ride a bike
                                                                                37%
                     Write name

                     Make emergency call
                                                                                      20%
                     Tie shoes
                                                                                            11%




                                                                                            Source: AVG
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“The average 11-year-old child
                   has adult technology skills.”


                                                              Source: AVG
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Many are terrified.


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“Random Acts
                                                               of Marketing”

                                                                               Source: CMO Council, 2011
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The one group that’s
                            certainly not terrified...

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...is the kids




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Why?

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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, 2011
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Marketplace > Marketing


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Source: Q3 2011 Forrester/Heidrick & Struggles Global Evolved CMO Online Survey
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CMOs are sticking around longer

                                                              42
                                                              2011

      24



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Sugata Mitra’s
                                                              Hole in the wall
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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 STUDIO


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LESSON


                                                              Fuel curiosity.


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Marshmallow challenge


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LESSON


                    Stop thinking, start doing.


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Google Village
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LESSON 3

Ask a kid



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KIDS ARE...
                                            collaborative

                                            fearless

                                            tinkerers

                                            unfiltered




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KIDS ARE...       THE LESSON
                                            collaborative     love the ones you’re with

                                            fearless          fuel curiosity

                                            tinkerers         stop thinking, start doing

                                            unfiltered        ask a kid




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WHAT’S HAPPENING HERE?




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WHAT’S HAPPENING HERE?

                                                              It’s NOT about being a kid.




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WHAT’S HAPPENING HERE?

                                                              It’s NOT about being a kid.

                                                        It’s about being a beginner, again.




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Thank you


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John Militello                               #kidCMO   Sean Miller

                        @JohnMilitello                                    @millerse1




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