ClientSummit2010_JohanJervoe(Intel)

The Power of
Building a New Reality
Johan JervøeVice President, Sales and Marketing Group

Agenda
Its all a new world – really?
What I believe in…
Role of Brand
Role of Marketing
Role of the Organization (Company and Agency)
An example
Discussion

It’s a new world – really?

Fragmentation & Choice

Civic Generation
A Look at the Consumer Landscape
Entitled to Flexibility
Civic Generation
First Soccer Moms
Higher Standard of Family Values
Event Influenced
Event Influenced
Elevated Sense of Style
Value is Important
Nostalgic
Re-Defined Women’s Role
Shopping = Family Hero
Feels Responsible for Child’s Happiness
Cause Greater than Self
Cause Greater than Self
Nostalgic
Results-oriented
Media Multitaskers
Confident & Optimistic
Will pay more for things she valued
Immediate Gratification
Village Approach to Parenting
Connectedness
Connectedness
Latest and Greatest
Philanthropic
Traditional Gender Roles
Status Driven
More Single Mom inthis Group
Family Oriented
Family Oriented
Squeezing in Quality Time
Balance
Integration
Figuring Out Balance
Stability
Challenges and Rewards Herself
Overprotective
Optimistic
Optimistic
Being Overprotective & Sheltering
Not Setting Down
Difference Makers
Difference Makers
GI Generation(84+)
Baby Boomers
(44-63)
Gen X(27-43)
Gen Y(<26)

CONNECTION
SELF EXPRESSION
KNOWLEDGE
TOWN
SQUARE
ENTERTAINMENT
COMMERCE

Broadband & Access
Availability of Processing Power Everywhere
Democratization of Content Creation & Influence
New to the Game: 3 Revolutionizing Developments

Bigger Impact

Fragmentation & Choice

What does that mean for Role of Brands and Marketing?
Brand Behavior
Higher order
Benefit of the consumer
(navigate/help/entertain)
Rooted in the heritage

Role of Marketing
Build Brand andbuild Sales through Brand

Organizational Shift
ADVERTISING
SERVING
SELLING
CONVERSATION
CAMPAIGN
EXPERIENCE

Image of Marketing !?!

movethe organization
raisethe performance
drive the competitive advantage

The 3 Sisters & The 3 Twins

THE 3 SISTERS
Strategy
Culture
Structure

THE 3 SISTERS
THE 3 Twins
Strategy
Culture
Structure
Consumer Intimacy
Executional Excellence
Meaningful Innovation

An example Benefit of the consumer(navigate/help/entertain)

Concluding thoughts…
Build Brand and Sales with the benefit of the consumer (navigate/help/entertain)
Understand our consumer (and their insights)
The lines between creation and consumption continue to blur
The lines between ownership and usage continue to blur

Concluding thoughts …
Do less things, better and deeper
Show leadership, trust in your brand… and your agencies…
Think big, start small, grow rapidly…
…differentiation is as much about doing things differently as it is about doing different things…

Thank You.

ClientSummit2010_JohanJervoe(Intel)

by Razorfish on Oct 26, 2010

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ClientSummit2010_JohanJervoe(Intel) — Presentation Transcript

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