Keynote: “Embracing Change in a Data-Driven World”

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1) The document discusses the need for marketing reinvention in a data-driven world where the pace of change is accelerating and data is the only competitive advantage. 2) It advocates establishing a culture with data infrastructure and addressable content as pillars, where the center serves as a partner focused on testing and learning. 3) Measurement and a test-and-learn mantra should underpin the new processes of marrying content and media through brand hubs and new upstream tools powered by data.

Marketing

2010 CHALLENGES
STRATEGY
SUBSIDIZING VOLUME
SCALE VS STRATEGIC TARGETS
TV-CENTRIC

33
CULTURE
ARROGANT CENTER
DECENTRALIZED DECISION-MAKING
DO WHAT WORKED LAST YEAR MENTALITY
LIMITED COMMITMENT TO MEASUREMENT

44
PROCESS
INDECISION AND LACK OF RESPECT
LEADS TO ∞ REPLANS
NO PARTNERSHIP/LITTLE TRUST
MEDIAAS LAST STEP (“GO BUY THIS”)

55
BUSINESS BACKDROP
PERIOD OF MASSIVE CHANGE
MILLENNIALS COME OF AGE
RAPID SHIFT IN CHANNEL ASSORTMENT
RISE OF DIGITAL…SOCIAL…MOBILE
AND YET, SAME AGENCY SOW AS 2000

66
FACT
PACEOFCHANGEWILLNEVER
BESLOWERTHANITISTODAY

77
JACKWELCH
“IF CHANGE IS HAPPENING ON
THE OUTSIDE FASTER THAN ON
THE INSIDE, THE END IS IN SIGHT.”

88
DATAIS THE ONLY
COMPETITIVE ADVANTAGE
@Rupp

99
STRATEGY
DATA IS THE ONLY COMPETITIVE ADVANTAGE
RESPONSIBILITY OF EVERYONE
MEASUREMENT DEMONSTRATES VALUE
REALIGN SKILLS AND RESOURCES
NEW LEADERSHIP, NEW VISION

3 PILLARS OF KRAFT’S REINVENTION
DATA INFRASTRUCTURE CONTENT
KNOW THE RIGHT
CONSUMERS
REACH THE RIGHT
CONSUMERS
ENGAGE THE RIGHT
CONSUMERS

CULTURE
CENTER AS SERVANT/PARTNER
COE  SME
TEST AND LEARN MANTRA
TRUE AGENCY PARTNERSHIP

1515
TECHNOLOGY
UNDERPINNING
DATA
LITERATE
CONTENT
CULTURALLY
SOUND
CULTURE
BREAKING
BOUNDARIES
MEDIAFUNDAMENTALS
CULTURE
BREAKING
BOUNDARIES
MEDIAFUNDAMENTALS

1818
“WECAN30SECONDS
OURWAYOUTOFHERE”
-NOONEEVER

1919
ADDRESSABILITYISOURSTRATEGY.
CODE+CULTUREDRIVEOURJOURNEY.

2020
GOTTOTHERIGHTPERSON,
SERVEDTHEMAGENERICAD

2121
(CONTEXT)
CONTENT MUST BE PUT IN
IS POWERED BYDATA.

2323
RECIPE CONTENT CONTEXTUALIZED WITH
PURCHASE DATAAND 1st PARTY CONTENT

2424
DATAINFORMED
AGILEAPPROACH
POSITIONED1st
PARTYCONTENT
AS AREAL-TIME
ASSET THANKSGIVING CHRISTMAS
CRANBERRY
CHOCOLATE
PUMPKIN
CROCKPOT NO-BAKE
COOKIES

2727
ADDRESSABLE
FOR
ALLMEDIA
PARTNERSHIPS
WITH
DATAATCORE
DATAFORTHE
VALUEOF
PEOPLE
CULTURE
BREAKING
BOUNDARIES
MEDIAFUNDAMENTALS
CULTURE
BREAKING
BOUNDARIES
SMARTER…BETTER…FASTER.

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Keynote: “Embracing Change in a Data-Driven World”

1. EMBRACING CHANGE IN A DATA DRIVEN WORLD MARKETINGREINVENTION

2. 2010 CHALLENGES STRATEGY SUBSIDIZING VOLUME SCALE VS STRATEGIC TARGETS TV-CENTRIC

3. 33 CULTURE ARROGANT CENTER DECENTRALIZED DECISION-MAKING DO WHAT WORKED LAST YEAR MENTALITY LIMITED COMMITMENT TO MEASUREMENT

4. 44 PROCESS INDECISION AND LACK OF RESPECT LEADS TO ∞ REPLANS NO PARTNERSHIP/LITTLE TRUST MEDIAAS LAST STEP (“GO BUY THIS”)

5. 55 BUSINESS BACKDROP PERIOD OF MASSIVE CHANGE MILLENNIALS COME OF AGE RAPID SHIFT IN CHANNEL ASSORTMENT RISE OF DIGITAL…SOCIAL…MOBILE AND YET, SAME AGENCY SOW AS 2000

6. 66 FACT PACEOFCHANGEWILLNEVER BESLOWERTHANITISTODAY

7. 77 JACKWELCH “IF CHANGE IS HAPPENING ON THE OUTSIDE FASTER THAN ON THE INSIDE, THE END IS IN SIGHT.”

8. 88 DATAIS THE ONLY COMPETITIVE ADVANTAGE @Rupp

9. 99 STRATEGY DATA IS THE ONLY COMPETITIVE ADVANTAGE RESPONSIBILITY OF EVERYONE MEASUREMENT DEMONSTRATES VALUE REALIGN SKILLS AND RESOURCES NEW LEADERSHIP, NEW VISION

10. 3 PILLARS OF KRAFT’S REINVENTION DATA INFRASTRUCTURE CONTENT KNOW THE RIGHT CONSUMERS REACH THE RIGHT CONSUMERS ENGAGE THE RIGHT CONSUMERS

11. CULTURE CENTER AS SERVANT/PARTNER COE  SME TEST AND LEARN MANTRA TRUE AGENCY PARTNERSHIP

12. 1212 PROCESS NEW TOOLS UPSTREAM CONTENT & MEDIA MARRIAGE BRAND HUB ORGANIZATION

13.

14. 1414 CODE + CULTURE

15. 1515 TECHNOLOGY UNDERPINNING DATA LITERATE CONTENT CULTURALLY SOUND CULTURE BREAKING BOUNDARIES MEDIAFUNDAMENTALS CULTURE BREAKING BOUNDARIES MEDIAFUNDAMENTALS

16. 1616 WESEEPEOPLE IT’STHATSIMPLE

17. 1717 ATTENTION:

18. 1818 “WECAN30SECONDS OURWAYOUTOFHERE” -NOONEEVER

19. 1919 ADDRESSABILITYISOURSTRATEGY. CODE+CULTUREDRIVEOURJOURNEY.

20. 2020 GOTTOTHERIGHTPERSON, SERVEDTHEMAGENERICAD

21. 2121 (CONTEXT) CONTENT MUST BE PUT IN IS POWERED BYDATA.