Presented by Bloom's CEO Alex Craven at the Digital Leaders Masterclass #DLMLeeds on Tuesday 3rd November 2015.

1. A S T O R Y A B O U T “ T H E G R E A T E S T T H I N G
I N T H E H I S T O R Y O F T H E U N I V E R S E ”
@ A L E X C R A V E N @ B L O O M A G E N C Y

3. Mr. Jakeman called digital marketing the
"most ridiculous term I've ever heard.”
He added: "There is no such thing as
digital marketing.
There is marketing - most of which
happens to be digital." He urged
marketers to create digital cultures, not
digital departments.
"We 'ghettoize' digital as though it's the
life raft tethered to the big ocean liner.
And we have to move on from that.“
Brad Jakeman
President, Pepsico
"Try and resist thinking about digital in
terms of the tools, the platforms, the QR
Codes and all of the technology coming
next. We [Procter & Gamble] try and see it
for what it is, which is a tool for engaging
people with fresh, creative campaigns...
the era of digital marketing is over.
It's almost dead. It's now just brand
building. It's what we do.“
Marc Pritchard
Global Brand Building Officer, P&G

4. Silos and factions are the enemy
CREATIVE DIGITAL IT MARKETING

7. PRODUCT (SERVICE) LIFE CYCLE
INTRODUCTION
Low sales
High costs
No profits
GROWTH
Increasing sales
Reducing costs
Some profits
INTRODUCTION
Constant sales
Reducing costs
Increasing profits
DECLINE
Decreasing sales
Constant costs
Reducing profits

8. I spent the first 13 years of my career fighting for an ever larger share
of the marketing budget to be allocated to our digital services. That
fight is over, we won.. The problem is that in winning we brought the
‘traditional agencies’ with the spend. We’ve spent the last 3 years
adjusting our agency for this new reality, in order to survive we
changed, we became integrated, we lost peers that didn’t along the
way…

9. GROWTH LEVELING OUT DECLINING

10. “Post Digital was supposed, if anything, to be a shout against
complacency, to make people realise that we’re not at the end of a
digital revolution, we’re at the start of one.
The end game was not making a website to go with your TV commercial
and it’s not now about making a newspaper out of your website. Post
Digital was supposed to be the next exciting phase, not a return to the
old order. It’s the bit where the Digital people start to engage in the
world beyond the screen, not where the old guard reasserts itself.”
Russell Davis
Post Digital

11. B R E A K T H E S I L O S
B E C A U S E W H E N Y O U D O
T H I S H A P P E N S …

13. T A K E A W A Y S
1 . W H A T Y O U D O T O D A Y I S
T O M O R R O W S C O M M O D I T Y ,
S E E K T O P R O G R E S S T H E
V A L U E Y O U O F F E R

14. T A K E A W A Y S
2 . S O C I A L M E D I A I S T H E
G R E A T E S T F O C U S G R O U P
I N T H E W O R L D ,
A N A L Y T I C S D E S C R I B E
H U M A N B E H A V I O U R N O T
J U S T K P I ’ S

15. T A K E A W A Y S
3 . C R O M U S T D I E !

16. T A K E A W A Y S
4 . T H I N K L I K E A M A R K E T E R
F I R S T ,
C H A N N E L / P L A T F O R M
E X P E R T S E C O N D , Y O U R
T I M E H A S C O M E !

17. T H A N K S !
A N Y Q U E S T I O N S ?