Universal McCann PowerPoint Credentials

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Universal McCann PowerPoint Credentials

  1. 1. 2007 Story What We Believe & Who We Are
  2. 2. Three pillars that change everything Media Innovation Consumer Change Attitude Formation
  3. 3. Global leadership team Nick Brien Chief Executive Officer Hugh Dow Graham Duff Mary Gerzema Carlos Guiterrez David Morgan Canada President EMEA President US President LATAM President APAC President Tara Comonte Wayne Fletcher Head of Comms Chief Financial Planning Officer
  4. 4. Tomorrow’s world is here today Interactivity Personalisation Mobility Community Control
  5. 5. Consumers think, interact and behave differently EXPLORATION TRIBES Brands Peers Willingness to experiment Self organising into and shift between communities of shared services, brands and values and interests. technologies in the Creating meeting pursuit of self identity, self grounds for the similarly expression and social minded, socialising in rich, connections ad hoc and instant ways. EMOTION FLEXIBILITY Movement toward Turning towards services consumption out of wants and technologies that and desires rather than Media make work, rest and play out of need, defining easier and more flexible value in terms of emotion reward
  6. 6. Brand experience is the driver of attitude and behaviour Direct Contacts (generated by marketer) Advertising Promotional Initiatives Events Pricing & Packaging etc. Indirect Contacts (generated by someone else) WOM/Advocacy Competitor initiatives Cultural References etc. Brands as Ideas formed through Cumulative Experience
  7. 7. Index of Influence (Average) Word-of-mouth 129 Friends / Family recommendation 120 TV ad 117 Test / tasting 113 Message delivered in person by staff or expert 113 Exhibitions / Galleries 111 Packaging 111 Branded items 110 POC / POS 110 Mag ad 109 Source: Universal McCann UMCA, Integration 2006
  8. 8. Experience is everything Contact Experience Content Shared Vision
  9. 9. Thinking along different lines Top-down Determined by the brand Interact Invite Share Express Experience Involve Bottom-up Determined by the consumer
  10. 10. Exploring different avenues Top-down Determined by the brand Interact Invite Share Express Experience Involve Bottom-up Determined by the consumer Directories Search CRM Social Networks / WOM Content Network Events & Sponsorship Marketing Mobile Marketing
  11. 11. Best-in-class companies built to deliver total communications that propel business forward Advertising Media Communications Relationship Marketing Events & Promotions Brand Identity Public Relations
  12. 12. Traditional media are in transition A while ago Yesterday Today Tomorrow Television Broadcast Cable HD ITV Radio & Music Stereo system / Portable mp3 Satellite & Radio Walkman players / iPods online radio Readership Magazines & Books Newspapers Online, blogs Electronic paper News Broadcast & Newspapers & radio cable TV Online & podcasts News on mobile
  13. 13. Traditional media are in transition A while ago Yesterday Today Tomorrow Television Mainframe & mini-apps PC software Web applications Cyborgs Internet access Internal network Dial-up Broadband & WiFi WiMax Personal communication Mail Courier, fax E-mail Multi-platform IM Phone Landline phone Portable phone Mobile phone Smart phone Home video Film projector VHS DVD DVR and VOD Games Electronic PC games Pinball arcade games and consoles Mobile multiplayer
  14. 14. Our expertise is as diverse as our global roster Technology Packaged Goods QSR Automotive Healthcare Financial Services Transportation Beverage/Alcohol

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