Mirren Conference: The Way Forward, Bob Greenberg (R/GA)

1. THE WAY FORWARD > Bob Greenberg Chairman/CEO/Chief Creative Officer Barry Wacksman EVP, Chief Growth Officer

2. 2009: PERFECT STORM

3. TECHNOLOGY + RECESSION

4. ALL INDUSTRIES CHALLENGED

5. MUSIC

6. PUBLISHING

7. ENTERTAINMENT

8. ADVERTISING

9. LAST 9 MONTHS vs. LAST 9 YEARS

10. CLIENTS: CUTTING BUDGETS SQUEEZING AGENCIES

11. AGENCIES: COMMODITIZATION REINVENTION

12. COMPLEXITY

13. YESTERDAY NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE WAKE UP GO TO SLEEP

14. SMS FORUMS MICRO-BLOGGING VIDEOGAMES EMAILS PODCASTS WAP BROWSING YESTERDAY TODAY SATELLITE RADIO WEB APPLICATIONS DVR RSS FEEDS PEER-TO-PEER NETWORKS MOBILE APPS MMORPGs VLOGS CLOUD SERVICES E-READERS WIKIS MOBILE ALERTS SOCIAL NETWORKING SITES WEB VIDEOS BLOGS NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE WAKE UP GO TO SLEEP

15. The advertising industry “is not going to be is the same. It's not going to be in 30-second TV ads; it's not going to be in newspaper or magazine ads; it's going to be in Russia, India, China, India China Vietnam ... and digital " digital." Martin Sorrell Chief Executive, WPP Group PLC Wall Street Journal, 8/27/09

16. WHAT DO WE DO? HOW DO WE DO IT?

17. COMMODITIZATION

18. INNOVATION

19. THE CAMPAIGN

20. CAMPAIGNS COME AND GO

21. THE CAMPAIGN CYCLE CAMPAIGN CAMPAIGN CAMPAIGN CAMPAIGN AUDIENCE TIME

22. PLATFORMS: BUILT TO LAST

23. WHAT IS A PLATFORM? ROOTED IN UTILITY INTEGRATES INTO DAILY LIFE BECOMES “OWNED” MEDIA TRIGGERS “EARNED” MEDIA

24. NIKE RUNNING: A HISTORY MARKET SHARE 1971 70’s 80’s 90’s 2000-2006 Nike Early Dominance New Market Share Founded Growth & Diversification Competition Erosion

25. IMPACT 200,000,000+ MILES 160+ COUNTRIES 3 VISITS PER WEEK AVERAGE

26. We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers. People are coming into Nike+ on average three times a week. So we’re not having to go to them. Trevor Edwards VP Global Brand, Nike Inc. The New York Times, 10/14/07

27. Nike captured 56 7% of the $3 6 billion 56.7% $3.6 U.S. running-shoe market through the seven months ending in August 2007 2007, compared with 47.4% in 2006. No question, Nike Plus is one of the primary drivers of the company's company s running growth this year. Competitors New Balance, Asics and Adidas have lost market share in running shoes. TIME Magazine, 10/4/07

28. PLATFORMS + CAMPAIGNS AUDIENCE TIME

29. PLATFORMS + CAMPAIGNS AUDIENCE TIME

30. HOW DO WE DO IT?

31. TECHNOLOGY CONSUMERS AGENCIES

32. ANALOG AGENCY MODEL ACCOUNT MANAGEMENT ON YWRITING G ART DIRECTIO DIA COPY MED

33. ANALOG AGENCY MODEL ACCOUNT MANAGEMENT ON COPYWRITING G ART DIRECTIO DIA MED

34. COPYWRITING G COPYWRITINGG ACCOUNT ART DIRECTIO ON MANAGEMENT ACCOUNT ART DIRECTIO ON MANAGEMENT MED DIA MED DIA ANALOG AGENCY MODEL

35. ANALOG AGENCY MODEL ACCOUNT ACT MANAGEMENT MGT ON COPYWRITING G ART DIRECTIO NNING DIA PLAN MED

36. COPYWRITING G ACCOUNT ART DIRECTIO ON MANAGEMENT PLAN NNING COPYWRITING G ACCOUNT ART DIRECTIO ON MANAGEMENT PLAN NNING MED DIA ACT MGT MED DIA ACT MGT

37. COPYWRITING G ACCOUNT ON ART DIRECTIO MANAGEMENT PLAN NNING DIRE ECT ACT MGT INTE ERACTIVE ACT MGT BRA ANDING ACT MGT EVEN NTS ACT MGT CURRENT AGENCY MODEL PR ACT MGT MED DIA ACT MGT

38. CURRENT AGENCY MODEL ACCOUNT ACT ACT ACT ACT ACT ACT MANAGEMENT MGT MGT MGT MGT MGT MGT ON COPYWRITING G ART DIRECTIO ERACTIVE ANDING NNING NTS ECT DIA PLAN EVEN DIRE MED INTE BRA PR PRODUCTION O C O COMPANIES

39. CURRENT AGENCY MODEL VP of VP of VP of VP of VP of VP of VP of ADVERTISING CRM eCOMM DESIGN PROMO COMM MEDIA ACCOUNT ACT ACT ACT ACT ACT ACT MANAGEMENT MGT MGT MGT MGT MGT MGT ON COPYWRITING G ART DIRECTIO ERACTIVE ANDING NNING NTS ECT DIA PLAN EVEN DIRE MED INTE BRA PR PRODUCTION O C O COMPANIES

40. CURRENT AGENCY MODEL VP of VP of VP of VP of VP of VP of VP of ADVERTISING CRM eCOMM DESIGN PROMO COMM MEDIA ACCOUNT ACT ACT ACT ACT ACT ACT MANAGEMENT MGT MGT MGT MGT MGT MGT CLIENT TEAM TEAM TEAM TEAM TEAM TEAM TEAM ON COPYWRITING G ART DIRECTIO ERACTIVE ANDING NNING NTS ECT DIA PLAN EVEN DIRE MED INTE BRA PR PRODUCTION O C O COMPANIES

41. TECHNOLOGY CONSUMERS AGENCIES THE AGENCY FOR THE DIGITAL AGETM

42. THE AGENCY FOR THE DIGITAL AGE TM

43. THE AGENCY FOR THE DIGITAL AGE TM PLANNING CONNECTIONS ANALYTICS

44. THE AGENCY FOR THE DIGITAL AGE TM PLANNING CONNECTIONS ANALYTICS INTERACTION DESIGN COPYWRITING VISUAL DESIGN

45. THE AGENCY FOR THE DIGITAL AGE TM PLANNING CONNECTIONS ANALYTICS INTERACTION DESIGN COPYWRITING VISUAL DESIGN TECHNOLOGY

46. THE AGENCY FOR THE DIGITAL AGE TM PLANNING CONNECTIONS ANALYTICS INTERACTION DESIGN COPYWRITING VISUAL DESIGN TECHNOLOGY

47. PLANNING G CONNECT TIONS A ANALYTIC CS INTERACT TION DESIGN ACCOUNT / PRODUCTION COPYWRI ITING V VISUAL DESIGN T TECHNOL LOGY THE AGENCY FOR THE DIGITAL AGE TM

48. PLANNING G CONNECT TIONS A ANALYTIC CS INTERACT TION DESIGN ACCOUNT / PRODUCTION COPYWRI ITING V VISUAL DESIGN T TECHNOL LOGY THE AGENCY FOR THE DIGITAL AGE TM

49. PLANNING G CONNECT TIONS A ANALYTIC CS DIGITAL STUDIO INTERACT TION DESIGN ACCOUNT / PRODUCTION COPYWRI ITING V VISUAL DESIGN T TECHNOL LOGY THE AGENCY FOR THE DIGITAL AGE TM

50. PLANNING CON NNECTION NS ANA ALYTICS DIGITAL STUDIO INTE ERACTION DESIGN N ACCOUNT / PRODUCTION COP PYWRITING G VISU DESIG UAL GN TECHNOLOGY Y THE AGENCY FOR THE DIGITAL AGE TM

53. THE AGENCY FOR THE DIGITAL AGE TM PLATFORMS CAMPAIGNS

54. THE AGENCY FOR THE DIGITAL AGE TM CEO / CMO / SENIOR CLIENT TEAM ACCOUNT / PRODUCTION SIGN INTERACTION DES VISUAL DESIGN TIONS RITING LOGY CS NG CONNECT ANALYTIC TECHNOL D PLANNIN COPYWR DIGITAL STUDIO

55. PLANNIN NG CONNECT TIONS ANALYTIC CS DIGITAL STUDIO P PLANNINGSIGN INTERACTION DES G ACCOUNT / PRODUCTION COPYWR RITING IONS C CONNECTI D VISUAL ANALYTICS A DESIGN S DIGITAL STUDIO TECHNOL IN NTERACTI DESIG LOGY ION GN ACCOUNT / PRODUCTION C COPYWRIT TING V VISUAL DE ESIGN THE AGENCY FOR THE DIGITAL AGE TM T TECHNOLO OGY

56. THE AGENCY FOR THE DIGITAL AGE TM ACCOUNT / PRODUCTION MOBILE GN NTERACTI DESIG SOCIAL ESIGN RETAIL TING OGY ION TECHNOLO ANALYTICS S COPYWRIT VISUAL DE PLANNING G PRODUCTS MEDIA BRANDS S IN M C A P T V DIGITAL STUDIO

57. DIVERSITY OF OUTPUT

58. COMMUNICATIONS CAMPAIGNS MESSAGES / MEDIA SHORT- LIVED RELATIONSHIPS PROGRAMS DIALOGUE / CHANNELS / COMMUNITIES ONGOING- ITERATIVE SYSTEMS OF INTERACTION PLATFORMS SERVICE / PRODUCTS / APPLICATIONS / INTERFACES LONGER-LASTING

59. OTHER MODELS

60. CRISPIN GOODBY

61. DRAFTFCB DIGITAS RAPP WUNDERMAN

62. WHAT DO THEY DO? HOW DO THEY DO IT? CRISPIN Campaigns Creative in-house GOODBY Production out-of-house Creative in-house DRAFTFCB Campaigns + Analytics in-house RAPP Programs Production out-of-house R/GA Campaigns + Creative in house in-house AKQA Programs + Analytics in-house RAZORFISH Platforms Production in-house

63. WHO MAKES IT?

64. THE RIGHT TALENT

65. THINKING DOING

66. THINKING STORY SYSTEM DOING

71. GS thinking story system making

72. CP+B thinking story system making

73. R/GA thinking story system making

74. THE RIGHT TALENT THE TALENT GAP UNIVERSITIES DEMOCRATIZATION

75. THE WAY FORWARD >

76. THANK YOU

77. Q+A

Mirren Conference: The Way Forward, Bob Greenberg (R/GA)

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