Europe 2010

1. Brand Protection and Management for Advertisers

2. A topical Question

3. A topical Question

4. A topical Question Accenture Gillette Golf Digest EA Sports at&t Tag Heuer Gatorade Netjets

5. If you were Accenture... Would you have dropped Tiger?

6. My Chairman puts it rather well... “Surely Tiger's decision to outsource sexual services to a range of competing providers is in line with Management Consultancy's established best practice?Previously he had been tied to a monopoly Scandinavian supplier - with the cripplingly high social costs this usually entails. Moreover, given his wife's age, it is possible that she was on the brink of becoming a depreciating asset who needed to be moved off the balance sheet as soon as possible. Admittedly he could have off-shored more - to girls from low-wage economies. But the arrangement where he could have anything from nil to three girls on call at any one time allows for better load-balancing, enabling him to handle the peaks and troughs of demand better than under the previous inflexible arrangement. By sourcing girls locally, he was also reducing distribution costs and helping the environment...... while allowing him to adopt a best-of-breed approach to sexual delivery, rather than depending on a single source.” Source: Rory Sutherland – Chairman Ogilvy Group UK

7. I’m not suggesting for one minute that Affiliate marketing is like Mr Woods sexual proclivity... But it is worth asking some questions... What was Accenture trying to achieve? Were they right? What would you have done? Are they right to protect their brand in this way?

8. Here’s a thought

9. OK, let me put it another way -30%

10. Here’s a thought Not technically a device TV commercial costs 50c per household, per year Is it of lesser value?

11. Here’s a thought How do we regard solutions that are beyond our expectations or outside our experience ? Why do we regard those solutions as lesser value? Are they of lesser value?

12. Just because we don’t understand it doesn’t mean it’s wrong

13. But then...

14. What’s that got to do with anything?

15. Distinguishing the good, the bad and the ugly

16. The opportunist A quick ad word campaign during the hours of darkness It’s naughty, not nasty

17. A thin line - Spyware Deliberate theft of traffic Malice Shrouded as something else

18. Not what you think Pretending to drive traffic one way... Not being completely open about all traffic sources

19. Trust

20. Trust

21. What have Nine Inch Nails got to do with it? NIN distributed content from The Limitless Potential album for fans to remix Remixes uploaded to NIN site Tracks were free to download

22. Affiliate launch Clients need to trust their agency, network and affiliate partners Dubious activity will damage vulnerable new programmes Ask the network, agency or client direct Explain methods and implications Give examples of how it works and with whom BUILD TRUST

23. A graph

24. A topical Question

25. Proper planning prevents poor performance

26. Protection from what? Affiliates are not magicians

27. Protection from what?

28. Protection from what? Paid search intrusion Does it need to be prevented? Is it a black and white issue? Adware, malware and spyware Where are the threats? Do we know how it works? Negative online PR Blogs and forums Youtube

29. For a prize, name the band...

30. Further questions and comments