1. The document discusses how digital is no longer a separate channel and instead is integrated into all channels like TV, print, and outdoor advertising. 2. It argues that from the consumer's perspective, there is no distinction between "digital" or "social" - there is just "life" that brands need to become a part of. 3. The challenges for agencies, clients, and brands are to speed up their adaptation to these changes and shift from traditional approaches to providing 360-degree solutions that are digitally enabled across all touchpoints.

1. Leadership developmentprogrammthe end ofdigitalkaiplatschkechief digital officermccannworldgroupfrance10.06.2010prague

2. What i do not want to talk about today

3. Consumers have taken over media

4. Web 2.0 3.0 4.0 etc.

5. Nike+

6. Forget about « digital »

7. Digitalisonly the opposite of analogue

8. DIGITAL ?THE 2010RAZORFISHOUTLOOK REPORTTOPLINE FINDINGS

9. Digital is not a channelTVPRINTPOSCRMDIGITAL

10. TV is DIGITAL

11. PRINT is DIGITAL

12. OOH is DIGITAL

13. SPONSORING is DIGITAL

14. productis DIGITAL

15. all channelswillbe digitalTVPRINTPOSCRMDIGITALDIGITALDIGITALDIGITAL

16. There is no « digital » for consumers

17. There is no « social » for consumers

18. 2009 (2008)ONLINE USER DECLINATIONONLY 1 YEAR DIFFERENCEJOINERS RISING HIGHBase: 13,834 EU online adultsSource: European Benchmark Survey, Q2 2008 & 2009

19. all channelswillbe socialTVPRINTPOSCRMDIGITALDIGITALDIGITALDIGITALSOCIALSOCIALSOCIALSOCIAL

20. There isonly « life »

21. Facebook is life

22. Gaming is life

23. Using a Mobile phone is life

24. Samesame but different for the agencies

25. color

26. Fromsayingto doing

27. Advertisingneeds to help brands tobecome part of life

28. Frombuyingreach to winningit

29. media agencieswillbe people agencies

30. brands as calls to action

31. brands as calls to action

32. you have to be the brand youpretend to be

33. bloggerscan’tsaveyour life!

34. It’s a marketing shift

36. The problemwith the adaptation speedCONSUMERSAGENCIESCLIENTS

38. AdaptationLevels

39. 321

40. 360

41. 365

42. Customer utility

43. zipcar

44. MINT

45. FED EX

46. LEXUS

47. obama

48. useful new engagingballs brand transformational accessibleexecution

49. Finding a place for digital in the agency

50. If webelievethis, then …TVPRINTPOSCRMDIGITALDIGITALDIGITALDIGITALSOCIALSOCIALSOCIALSOCIAL

51. 360 ideasdigitalized365 SM conceptsMicrosites(Banner) CampaignsMcCANNDIGITALOnline BrandingFBADVERTISINGBRANDINGThe CP comesfrom one of ouragencies and isresponsible for overall coordinationMEDIAMBCLIENT PARTNERMULTIMEDIAGOnline touchpointsOwned, paid, earnedsharesSEO, SEMPerformanceResearchPRVideo ContentBroadcastingWebTVOnline EventsBTLPOSWSCRMeINFLUENCERelatiponships to online journalists and bloggerseINFLUENCERelatiponships to online journalists and bloggersOnline kiosks at POS, interactive touchscreens and isntallationseCommerceOnline CRM porgramsLoyalty/ point systemsCommunityMgmt and customer helpdeskOnline portalsCustomer UtilityMRM

52. ANGLE

53. thinking

54. From a strategy to a digital strategy?

55. BRAND VISIONSTRATEGYCOMMUNICATION THEMECOMMUNIC. INFLUENCEDIGITAL STRATEGYPLATFORMSDIGITAL STRATEGY

56. TOGETHER FROM THE BEGINNINGDIGITALTRADITIONALONLY ONE BOAT

57. HOW Can I help you?

58. ABC APPROACHAudience insightsTarget groups, values, way of life?Role of the product or brand?Needs, motivations, barriers?Which media? …audience continuedWhen, where, how often, how long?Information gathering behavior: brand sites, information portals, weblogs, communities? Who are the opinion leaders?ACBCompetitive insightsDigital market drivers? Today? Tomorrow?Category competitors? Digital competitors?What could the brand do which would be unique in this context?Brand insightsSWOT analysis?Desired digital brand experience?Role of Internet and mobile?Communication goals?Which digital added-values possible?Strategic recommendations

59. Planning FrameworkBRAND ROLEBRAND ESSENCESTRATEGYGOALBEHAVIOURAL PILLARSPLATTFORMS

60. cases

61. casel’oreal

62. caseNESPRESSO club

63. case

64. casemaybelline

65. trends

66. Digitalized reality

67. PERSONALIZATIONpromoterewardentertaininformyoung adultsstakeholdersmums & familiesGeneral info / MUYOM

68. young adults

69. mums & families

70. stakeholders

71. Clever-er retail

77. « Paying? »Cleverspreadsimplyviewed

78. Technologyisnever a barrier

79. No fear

80. All predictions come true

81. cars willfly

82. End of linear tv

83. internet willbeeverywhere and free

84. All media willbestreamed (free of charge?)

85. mastercardwill not be a plastic cardanymore

86. Learnunlearnrelearndailythanks.