The post-recession future
post-
Charles Courtier, September 15th, 2009

How are global brands
reacting?

1) Cutting costs
2) Saving money
3) Staying flexible
4) Planning short term

How is the consumer
reacting?

1) Change in behaviour
2) Change in attitude
3) Who to trust
4) Social media explosion

Engaging the ‘new
consumer’

Paid Owned Earned
Whereby brands pay for Whereby brands Whereby brands
media from a third develop their own encourage their
party (media owner) proprietary media audience to generate &
propagate social / user
generated media as a
result of their actions

Paid Owned Earned
Rich media Online Websites Microsites Blogs User Generated
ads Display ads
DIGITAL
Podcasts Video Content
Video ads Mobile ads Online Buzz Social network
Mobile content SEO WoM
In-game ads pages
Email ads
Widgets Advergames Branded
Paid Search SMS ads Communities
Email / SMS RSS feeds
TRADITIONAL
TV ads Radio ads Print / Brochures PR Editorial
Cinema ads OOH ads Direct Mail Word of
Customer
In-store service mouth Customer
comms Live events feedback

EARNED
OWNED
MAXIMUM ENGAGEMENT
PAID

Thank you!