Proprietary & Confidential. © 2014 R/GA All rights reserved.
Breaking Patterns
The Marriage of Strategy + Technology
July ...
3Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Our culture of patterned thinking creates critical roadblo...
4Proprietary & Confidential. © 2014 R/GA All rights reserved. /
To arrive at truly transformational ideas, we must start b...
5Proprietary & Confidential. © 2014 R/GA All rights reserved. /
And embrace change
(insert images of before & after beef)
6Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Partner Strategy + Technology
Identifying knowledge gaps a...
7Proprietary & Confidential. © 2014 R/GA All rights reserved. /
8Proprietary & Confidential. © 2014 R/GA All rights reserved. /
9Proprietary & Confidential. © 2014 R/GA All rights reserved. /
10Proprietary & Confidential. © 2014 R/GA All rights reserved. /
11Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Surfacing behaviors
The more we explored, the more we sur...
12Proprietary & Confidential. © 2014 R/GA All rights reserved. /
13Proprietary & Confidential. © 2014 R/GA All rights reserved. /
And flexible data sharing platforms extends
content, reac...
14Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Creating new methods to value
Create greater consumer
val...
15Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Breaking patterns  the marriage of strategy + technology
Breaking patterns  the marriage of strategy + technology
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Breaking patterns the marriage of strategy + technology

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Our culture of patterned thinking creates roadblocks to creative problem solving. To get to transformational ideas, start by deconstructing structures, behaviors and interactions. Partnering strategy with technology first, we radically transformed the marketing model and changed consumer behavior.

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Breaking patterns the marriage of strategy + technology

  1. 1. Proprietary & Confidential. © 2014 R/GA All rights reserved. Breaking Patterns The Marriage of Strategy + Technology July 2014
  2. 2. 3Proprietary & Confidential. © 2014 R/GA All rights reserved. / Our culture of patterned thinking creates critical roadblocks to creative problem solving.
  3. 3. 4Proprietary & Confidential. © 2014 R/GA All rights reserved. / To arrive at truly transformational ideas, we must start by deconstructing the structures, behaviors and interactions that establish cognitive loops.
  4. 4. 5Proprietary & Confidential. © 2014 R/GA All rights reserved. / And embrace change (insert images of before & after beef)
  5. 5. 6Proprietary & Confidential. © 2014 R/GA All rights reserved. / Partner Strategy + Technology Identifying knowledge gaps around consumer behavior led to the development of the “Beef Stock” tool, which aggregated cross-platform listening data in an interactive trend analysis. This surfaced conversations about beef and gave us a sense for when, where and how perceptions were evolving. Meet “Beef Stock”
  6. 6. 7Proprietary & Confidential. © 2014 R/GA All rights reserved. /
  7. 7. 8Proprietary & Confidential. © 2014 R/GA All rights reserved. /
  8. 8. 9Proprietary & Confidential. © 2014 R/GA All rights reserved. /
  9. 9. 10Proprietary & Confidential. © 2014 R/GA All rights reserved. /
  10. 10. 11Proprietary & Confidential. © 2014 R/GA All rights reserved. / Surfacing behaviors The more we explored, the more we surfaced layers to the issues around planning and preparing ‘any day’ family meals, resulting in additional barriers to beef. Understanding these behaviors informed our approach and led to the creation of Telecontext.
  11. 11. 12Proprietary & Confidential. © 2014 R/GA All rights reserved. /
  12. 12. 13Proprietary & Confidential. © 2014 R/GA All rights reserved. / And flexible data sharing platforms extends content, reach and sharing.
  13. 13. 14Proprietary & Confidential. © 2014 R/GA All rights reserved. / Creating new methods to value Create greater consumer value rooted in actual behavior Increase marketing value, improve reach and engagement across channels Engage 1:1 with consumers in hyper- contextual moments
  14. 14. 15Proprietary & Confidential. © 2014 R/GA All rights reserved. /

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