Creative Director of the Decade Alex Bogusky's presentation from Resource's Open Brand Summit.

1. Welcome to:
How marketers are going
to save the world.

2. Like a lot of people
I have a collection.

3. Cardboard and markers

4. The same tactics we use

5. Lots of A/B testing

6. Make us laugh

7. Honesty cuts through

8. When in doubt, use a celebrity.

9. If it’s working, stick with it.

10. A friend made a movie
about my odd collection.

11. Personalization is a
two way street.

12. My old sign.

13. Why the poopy face?

14. Have you heard these
terms at all today?

15. Have you heard these
terms at all today?

16. Imagine a stone
dropping into
a bucket

18. Today humanity uses the equivalent
to 1.5 Earths to provide the
resources we use and absorb our
waste.

20. This makes sense

21. “On the issue of
sustainability, some
estimate that the total
profits of the consumer
goods industry could be
wiped out in 30 years if
no action is taken.”

22. “On the issue of
sustainability, some
estimate that the total
profits of the consumer
goods industry could be
wiped out in 30 years if
no action is taken.”
-Paul Polman, UNILEVER CEO

23. So why aren’t we all
racing to these goals?

24. Another sign of the times

25. Dad said,

26. What’s the social
responsibility that comes with
this kind of size and power?

27. 53 of the 100 largest
economies on earth
are corporations.
More than half.

28. The inequality in the
distribution of
wealth, property and
salary is the largest
it’s been since 1929.

29. The corporations we work
for are protected as
individuals in the eyes of
the law.

30. But they are “limited
responsibility”
individuals.
They can kill and at most
what they can expect is a
fine.

31. Today corporately funded
special interests regularly
advance their agenda
over the overwhelming
opposition of the people.
GMOs.

32. Corporations are
incapable of feeling
concern about their
children or grandchildren.

33. So what’s to keep this
giant, rich and
powerful, psychopathic
individual from doing
harm?

34. I see two possibilities:
• You
• Your customers/citizens)

35. Since corporations have
no soul, no
conscience, no dreams
for future generations.
We will have to use
yours and your
customers.

36. "I don't think our fiduciary duty is
to put shareholders first. I say the
opposite. What we firmly believe
is that if we focus our company
on improving the lives of the
world's citizens and come up with
genuine sustainable solutions, we
are more in synch with
consumers and society.”

37. "I don't think our fiduciary duty is
to put shareholders first. I say the
opposite. What we firmly believe
is that if we focus our company
on improving the lives of the
world's citizens and come up with
genuine sustainable solutions, we
are more in synch with
consumers and society.”
-Paul Polman, UNILEVER CEO

38. Marketers are at the
front lines of a new
capitalist revolution.
Between citizen
consumers and
corporations.

39. This again.

40. Please don’t think I’m
telling you what to do.
I don’t know what to do.
French resistance
WWDD?

41. This is not the end of the story.