Bridging the Big Brand Gap in Mobile Development

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Use this deck to kick off the Big Brand Hackathon June 16-17 featuring Kraft Foods and The Home Depot. Frames the opportunity, discusses the gaps and sets the objectives for the Hackathon.

Use this deck to kick off the Big Brand Hackathon June 16-17 featuring Kraft Foods and The Home Depot. Frames the opportunity, discusses the gaps and sets the objectives for the Hackathon.

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  • 1. Bridging the Big Brand Gap in MobileBrand Opportunity Overview for The Big Brand Hackathon June 16, 2012
  • 2. LET’S TALKELEPHANTS,WHALES &OTHERMETAPHORSOF MASSIVESCALE• In Vegas, a whale spends $1/2B/hour• US economy driven by 70% consumer spending• Brands Are Like Elephants
  • 3. WHAT BRANDS Top Internet Ad Categories EMBRACE THE DIGITAL AGE BEST? • Retail, Financial Services, Telecom, Automotive, Computing and Travel have all transformed business models with digital • Growth opportunity great in CPG, Media and EntertainmentSource: IAB/PwC 2012
  • 4. “IT’S LIKE THE 2011 US Ad Spending INTERNET200 WITH MORE ZEROES”150 DAVE MORGAN, CEO, SIMULMEDIA @DAVEMORGANNYC $31,700,000100 • Internet comprises $171,700,000 $162,000,000 $144,000,000 <20% of US ad spend50 • TV still dominant medium for spending 0 • Traditional dollars to US Media 2011 digital pennies IAB/PwC Kantar Magna Internet
  • 5. WITH MOBILE, eCommerce vs Total Retail WE’RE NOT 1500 JUST TALKING MARKETING 1125 BUT ALSO $1,082,635,000,000 $53,156,000,000 750 NEW MARKETS 375 • Q1 2012 Total Retail: $1,082,635,000,000 0 Q1 2012 Q4 2011 Q3 2011 • Q1 2012 Total eCom: $53,156,000,000 eCom Retail Total RetailSource: US Census June 2012
  • 6. Mobilizing .COM
  • 7. Mobilizing .COM “Mobilizing the Stores”
  • 8. “Accelerating Multi-Channel”
  • 9. WHY BIGBRANDS ARESETTING UPSHOP,INVESTING,ACQUIRINGAND COMINGTO THEVALLEY
  • 10. BIG BRANDACQUISITIONEXAMPLES:Walmart: • Kosmix • Grabble • Set Direction • One RiotThe Home Depot: • Red Beacon
  • 11. BIG BRANDINVESTMENTEXAMPLES:PepsiCo and Unilever: • Physic Ventures • YummlyAmerican Express • Establishes $100m fund for payments
  • 12. BIG BRANDSSETTING UPSHOP IN THEVALLEY:Anheuser-Busch/InBev • Beer GarageBest BuyProctor & Gamble
  • 13. CURRENT STATE Technology Agency Marketer Capital Well Established Value-Creating RelationshipsProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 14. THE GEEKOSYSTEM At the center of this thesis • Sum of parts, not one player • Defining the intersection will generate disproportionate value • Technology will outstrip other elements in ecosystem for wealth, value and cultural capital generation • Consider new compensation, organizational structure, service and role definitions Defining and Developing A Value-Creating EcosystemProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 15. THE GEEKOSYSTEM At the center of this thesis • Sum of parts, not one player • Defining the intersection will generate disproportionate value • Technology will outstrip other elements in ecosystem for wealth, value and cultural capital generation • Consider new compensation, organizational structure, service and role definitions Defining and Developing A Value-Creating EcosystemProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 16. THE GEEKOSYSTEM At the center of this thesis • Sum of parts, not one player • Defining the intersection will generate disproportionate value • Technology will outstrip other elements in ecosystem for wealth, value and cultural capital generation • Consider new compensation, organizational structure, service and role definitions Defining and Developing A Value-Creating EcosystemProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 17. CHANGE IS EVENT DRIVENProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 18. CHANGE IS EVENT DRIVEN B ETAProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 19. A NEW WAY TOLOOK ATBRANDS:SCALE+ ADAPTIVE+ ADVISORY+ PARTNERS+ STRATEGIC+ VALIDATION
  • 20. A NEW WAY TOLOOK ATBRANDS:SCALE+ ADAPTIVE+ ADVISORY+ PARTNERS+ STRATEGIC+ VALIDATION
  • 21. WELCOMEFELLOW BIGBRANDHACKANAUTS:EXPLORE ANDBE GREAT#BigBrandHack#BrandHack@anthemww@marksilva
  • 22. Let’s Make Stuff HappenANTHEM WORLDWIDE77 Maiden LaneFourth FloorSan Francisco, CA 94108digital.anthemww.com@anthemwwFacebook: Anthem