THE DIGITAL     BRIAN FETHERSTONHAUGH


             FUTURE          CHAIRMAN & CEO, OGILVYONE WORLDWIDE

                ...
HIGHWAY TO

            HELL
Monday, September 20, 2010   2
HIGHWAY TO

            HELL
Monday, September 20, 2010   3
THE MARKETER’S HOT SEAT
                                  More
                               Innovation!
                ...
THE MARKETING CONFIDENCE GAP
                             40%



                             30%



                     ...
Yaaay!

                             Wheee!


                                              Wow!




                     ...
Monday, September 20, 2010   7
HIGHWAY TO

            HELL
Monday, September 20, 2010   8
STAIRWAY TO
                             HEAVEN


Monday, September 20, 2010                 9
STAIRWAY TO
                             HEAVEN


Monday, September 20, 2010                 10
•Mindset
                             •Pathway
                             •Platform
                             •Discip...
THE RIGHT MINDSET

                              Four Ps     Four Es

                             Product     Experience
...
CREATING THE STAIRWAY TO HEAVEN
                                                                                          ...
Monday, September 20, 2010   14
“Stop the
           campaignery.”




Monday, September 20, 2010   15
Monday, September 20, 2010   16
Monday, September 20, 2010   17
Monday, September 20, 2010   18
© 2009 IBM Corporation   © 2009 IBM Corporation


Monday, September 20, 2010                                          19
Monday, September 20, 2010   20
IBM Wimbledon SEER 2010




Monday, September 20, 2010                             21
Monday, September 20, 2010   22
Monday, September 20, 2010   23
Monday, September 20, 2010   24
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Monday, September 20, 2010   27
Link & Text
                                           n
                             lo g-in butto
                      ...
Monday, September 20, 2010   29
Original   Optimized




                                          +15%

Monday, September 20, 2010                       ...
Monday, September 20, 2010   31
Monday, September 20, 2010   32
Monday, September 20, 2010   33
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Monday, September 20, 2010   35
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Monday, September 20, 2010   37
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Monday, September 20, 2010   39
Monday, September 20, 2010   40
Monday, September 20, 2010   41
Monday, September 20, 2010   42
It all starts with Mom




                                         The universal
                                        ...
Understanding Mother’s Journey




                                                                        Personas
      ...
Monday, September 20, 2010   45
Monday, September 20, 2010   46
We need to focus on Mom,
                                 not just websites

                                             ...
A creative platform
                             that grows with mum
                             and baby.




Monday, Se...
Mobile apps




Monday, September 20, 2010                 49
Monday, September 20, 2010   50
Monday, September 20, 2010   51
Monday, September 20, 2010   52
WHERE WILL
                             YOU LEAD US ?

Monday, September 20, 2010                   53
STAIRWAY TO
                             HEAVEN


Monday, September 20, 2010                 54
HIGHWAY TO

            HELL
Monday, September 20, 2010   55
brian.fetherstonhaugh@ogilvy.com




Monday, September 20, 2010                                      56
THE DIGITAL                               BRIAN FETHERSTONHAUGH


             FUTURE
              HIGHWAY TO HELL OR STA...
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Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"

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Why are consumers so far ahead of marketers when it comes to integrating digital media into their daily lives? Why is it so hard to sell through digital programs in large and small marketing organizations? How can we show ROI in terms of customer acquisition and value, rather than try to justify it with eyeballs and click-thrus? What does it take to get CMOs to embrace and invest in digital for the long haul? How can we all get together on the path to digital success?

Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, will share his view about how the current community of clients, agencies, and partners must change their mindset, approach and strategy if they are to avoid the roller coaster ride to digital hell. Using a wide variety of examples from consumer goods and business-to-business marketers around the world, Fetherstonhaugh will show how the stairway to digital heaven is not about shiny one-offs; it’s about making the most of behavioral data, employing disciplined testing, understanding the power of social media, and building a platform for the future.

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Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"

  1. 1. THE DIGITAL BRIAN FETHERSTONHAUGH FUTURE CHAIRMAN & CEO, OGILVYONE WORLDWIDE IMEDIA BRAND SUMMIT SEPTEMBER 14, 2010 Monday, September 20, 2010 1
  2. 2. HIGHWAY TO HELL Monday, September 20, 2010 2
  3. 3. HIGHWAY TO HELL Monday, September 20, 2010 3
  4. 4. THE MARKETER’S HOT SEAT More Innovation! More Accountability! Monday, September 20, 2010 4
  5. 5. THE MARKETING CONFIDENCE GAP 40% 30% 20% The Marketing Con dence Gap 10% 0% 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 % Consumer Time Spent Online % Advertising Dollars Spent Online Source: eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Nielsen Media Research 2008, Neo@Ogilvy Media Analytics, PricewaterhouseCoopers LLP Wilkofsky Gruen Associate. November 2009 Report. , Monday, September 20, 2010 5
  6. 6. Yaaay! Wheee! Wow! • One-off mentality • Perpetual start-up mode • Chasing the next shiny object Monday, September 20, 2010 6
  7. 7. Monday, September 20, 2010 7
  8. 8. HIGHWAY TO HELL Monday, September 20, 2010 8
  9. 9. STAIRWAY TO HEAVEN Monday, September 20, 2010 9
  10. 10. STAIRWAY TO HEAVEN Monday, September 20, 2010 10
  11. 11. •Mindset •Pathway •Platform •Discipline Monday, September 20, 2010 11
  12. 12. THE RIGHT MINDSET Four Ps Four Es Product Experience Place Everyplace Price Exchange Promotion Evangelism Monday, September 20, 2010 12
  13. 13. CREATING THE STAIRWAY TO HEAVEN ADD TEST #4 OPTIMIZE #1, 2, 3 ADD TEST #3 •Digital Ambition OPTIMIZE #1, 2 •Customer Journey •Platform Choices ADD TEST #2 OPTIMIZE #1 START HERE PILOT TEST #1 TIME PHASE 1 PHASE 2 PHASE 3 PHASE 4 Monday, September 20, 2010 13
  14. 14. Monday, September 20, 2010 14
  15. 15. “Stop the campaignery.” Monday, September 20, 2010 15
  16. 16. Monday, September 20, 2010 16
  17. 17. Monday, September 20, 2010 17
  18. 18. Monday, September 20, 2010 18
  19. 19. © 2009 IBM Corporation © 2009 IBM Corporation Monday, September 20, 2010 19
  20. 20. Monday, September 20, 2010 20
  21. 21. IBM Wimbledon SEER 2010 Monday, September 20, 2010 21
  22. 22. Monday, September 20, 2010 22
  23. 23. Monday, September 20, 2010 23
  24. 24. Monday, September 20, 2010 24
  25. 25. Monday, September 20, 2010 25
  26. 26. Monday, September 20, 2010 26
  27. 27. Monday, September 20, 2010 27
  28. 28. Link & Text n lo g-in butto Button Text Button Color Number of Offers Monday, September 20, 2010 28
  29. 29. Monday, September 20, 2010 29
  30. 30. Original Optimized +15% Monday, September 20, 2010 30
  31. 31. Monday, September 20, 2010 31
  32. 32. Monday, September 20, 2010 32
  33. 33. Monday, September 20, 2010 33
  34. 34. Monday, September 20, 2010 34
  35. 35. Monday, September 20, 2010 35
  36. 36. Monday, September 20, 2010 36
  37. 37. Monday, September 20, 2010 37
  38. 38. Monday, September 20, 2010 38
  39. 39. Monday, September 20, 2010 39
  40. 40. Monday, September 20, 2010 40
  41. 41. Monday, September 20, 2010 41
  42. 42. Monday, September 20, 2010 42
  43. 43. It all starts with Mom The universal insight Am I doing the best for my baby? Monday, September 20, 2010 43
  44. 44. Understanding Mother’s Journey Personas GSI Consumer Intent Model 2009 Monday, September 20, 2010 44
  45. 45. Monday, September 20, 2010 45
  46. 46. Monday, September 20, 2010 46
  47. 47. We need to focus on Mom, not just websites Social Networks Friends & Family Websites Social Search & Blogs e-Commerce Monday, September 20, 2010 47
  48. 48. A creative platform that grows with mum and baby. Monday, September 20, 2010 48
  49. 49. Mobile apps Monday, September 20, 2010 49
  50. 50. Monday, September 20, 2010 50
  51. 51. Monday, September 20, 2010 51
  52. 52. Monday, September 20, 2010 52
  53. 53. WHERE WILL YOU LEAD US ? Monday, September 20, 2010 53
  54. 54. STAIRWAY TO HEAVEN Monday, September 20, 2010 54
  55. 55. HIGHWAY TO HELL Monday, September 20, 2010 55
  56. 56. brian.fetherstonhaugh@ogilvy.com Monday, September 20, 2010 56
  57. 57. THE DIGITAL BRIAN FETHERSTONHAUGH FUTURE HIGHWAY TO HELL OR STAIRWAY TO HEAVEN? CHAIRMAN & CEO, OGILVYONE WORLDWIDE IMEDIA BRAND SUMMIT SEPTEMBER 14, 2010 Monday, September 20, 2010 57
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