1. Life Share:
The New Normal for Brands
#Lifeshare

2. Daniele FiandacaYH Lee
#Lifeshare
Good afternoon

3. What we’ll talk about
Life Share
/ THEM
/ US
/ IT

4. THEM

5. The agile consumer
3 years
5 continents
Big picture data
“Learning from …”
Indigenous insights

6. Beijing

7. Cape Town

8. Mumbai

9. The agile
consumer
In tune with
technology
is

10. Source: http://pennystocks.la

12. Mobile First

13. mobile phones
will be sold
in 2014
2 billion

14. 4.5 billion 3.5 billion

15. 5x >

16. On average 42
apps per phone
On average 94
searches per day

17. 43%of marketers have mobile in
their communications plan

18. The agile
consumer
is
In tune with
technology
Youthful

19. The agile
consumer
In tune with
technology
Youthful
Defined in the
majority world
is

20. Rank Name Country Population
1 Tokyo Japan 34,800,000
2 Guangzhou China 31,700,000
3 Shanghai China 28,900,000
4 Jakarta Indonesia 26,400,000
5 Seoul Korea (South) 25,800,000
6 Delhi India 24,000,000
7 Mexico City Mexico 23,800,000
8 Karachi Pakistan 22,700,000
9 Manila Philippines 22,200,000
10 New York USA 21,600,000
Rank Name Country Population
11 São Paulo Brazil 21,500,000
12 Mumbai India 21,400,000
13 Beijing China 19,300,000
14 Los Angeles USA 17,200,000
15 Ōsaka Japan 16,800,000
16 Moskva Russia 16,500,000
17 Dhaka Bangladesh 16,300,000
18 Cairo Egypt 16,100,000
19 Calcutta India 16,000,000
20 London Great Britain 15,500,000
Urban & influential:
The Majority World

21. US

22. Rank Name Country Population
1 Tokyo Japan 34,800,000
2 Guangzhou China 31,700,000
3 Shanghai China 28,900,000
4 Jakarta Indonesia 26,400,000
5 Seoul Korea (South) 25,800,000
6 Delhi India 24,000,000
7 Mexico City Mexico 23,800,000
8 Karachi Pakistan 22,700,000
9 Manila Philippines 22,200,000
10 New York USA 21,600,000
Rank Name Country Population
11 São Paulo Brazil 21,500,000
12 Mumbai India 21,400,000
13 Beijing China 19,300,000
14 Los Angeles USA 17,200,000
15 Ōsaka Japan 16,800,000
16 Moskva Russia 16,500,000
17 Dhaka Bangladesh 16,300,000
18 Cairo Egypt 16,100,000
19 Calcutta India 16,000,000
20 London Great Britain 15,500,000
Urban & influential:
The Majority World

23. Isadora Faber - Sao Paulo
Diario de classe:
A Verdade

24. “A fast learner, who acts quickly
and initiates rapid change”
Chris Chalk,
Global Strategy Director, Cheil

25. Grounded by
meaningful ideas
• The ability to love and be loved
• Mutual understanding
• Caring
• A source of direct help in times of trouble
• Celebration of good times
• Validation of self-worth
• Security
• A diversity of ideas and influences to
help us grow and learn
• Fun
Source: PBS

26. The agile consumer has
embraced the tension
between…
Quick learning
Fast acting
Rapid change
Thoughtful
Meaningful
Long Term

27. “What they have is soul.
They are mobile and active,
fast and furious, but this is all
anchored in deeper emotional
truths that make them respond
to the security and happiness that
a meaningful relationship provides.”
The agile
consumer

29. In practice

30. “Finding innovative
ways of enhancing
peoples’ lives”
#Lifeshare

31. +

32. Ideas that
help solve
social issues

34. 77
Ideas that
open up new
horizons

35. 56
© 2013 Cheil Worldwide

36. Ideas that get
people talking

37. 59
© 2013 Cheil Worldwide
Conclusions

38. Agile consumers
Agile brands
Authenticity and value
A better tomorrow
In Summary
#Lifeshare

39. Thank you.