Instagram imagery captures a broad range of personas through photos. Smartphones, led by iPhones and Androids, drive increased data usage including for social media, apps, and location-based services. Popular apps on both platforms include Facebook, Maps, YouTube, and Pandora. Instagram photos portray music and lifestyle to broadcast personality to the world.

1. Instagram Imagery
Place + persona
So many people across the globe
use music to broadcast their
personalities and lifestyles to
the world
We use our imagery to capture
this broad range of personas

2. Smartphones drive data usage with iPhone and Android leading
Media Activities Used by Operating System
All Mobile Users
Smartphone
BlackBerry
Apple iPhone
Android
Mobile
Internet App
Downloads
Location-based
Services
Mobile
Video Mobile
Commerce
Source: Nielsen Mobile Media Survey, US, Q2 2009

3. Apps:
Facebook, Maps,YouTube, and Pandora lead on both
Android and iPhone, Gmail leads on Android
Time per Person on Most Popular Apps Time per Person on Most Popular Apps
on Apple iOS (Minutes) on Android OS (Minutes)
eBay Android Market
Gmail Gmail
Facebook Facebook
Google Maps Google Maps
YouTube YouTube
Pandora Pandora
Twitter Twitter
0 225 450 675 900 0 150 300 450 600

4. The evolution of digital communication—entering the era of ‘WIW’
1996 1998 2000 2002 2004 2006 2008 2010
Content Commerce Consumer Community Connectivity
Web Web Web
Dial-Up Broadband WiFi Mobile
1.0 2.0 Next
Contact Hits Critical Mass Hits Critical Mass
70% of US online
iPhone Android
Content Web Browsers
Gateway to Information
Shopping
Aggregated Information
Social Networks
Rise of Empowered Consumer
Open Social
Search UGC Blog Semantic Search
Finding Information Rise of Empowered Consumer Rise of Empowered Consumer
Email P2P AJAX Location-based
Digital Communication Sharing Social Networking
Brochureware websites dominate Growth of Explosion in user- Lifestreaming: 3rd screen
Fragmentation Accelerates ecommerce generated content becomes 1st screen
Tell Me | Show Me Experience | Engage Me Involve Me | Real Me
PUBLICIS MODEM

5. UNDERWORLD;
BARKING
Electronics wrapped effortlessly around songs;
streams of consciousness lyrics that form
indelible images; a perfectly balanced mix
of melody and rhythm.

6. Retooling the MTV brand for the Millenial* generation
• MTV faces turf incursions from all sides including the Internet, cell phones, and video games
• Millenials place a very high premium on self-expression, by curating their identities on
Facebook profiles
• Keeping it real—one of the biggest put-downs in the Millenial world is to label someone as ‘fake’
• Snarkiness of Generation X carries lower appeal among those with less hierarchical upbringings
• Generational archetypes: the creator, expressing who one is; the seeker, searching for their
place in the world; the lover, navigating relationships; the soloist, craving a sense of belonging;
the magician, seeking personal power; and the master, striving for control in their life
*The portion of the network’s target viewing audience born after 1980.
BEAVIS & BUT T-HEAD

7. Total Registrations
BMW and MINI France
Sheer
Driving Pleasure
50,000 30,000
37,500
20,000
25,000
10,000
12,500 2000
2000
0 0
Present Present

8. Digital Innovation — The iPad Opportunity
We can leapfrog the competition by getting behind this
dynamic new platform as it comes to market
G2 believes there is a significant opportunity in a tablet
experience based on Apple’s new iPad platform
G2 is currently exploring the development of an iPad project
for one of our financial services clients

9. Conversations and Reciprocal Engagements

10. Practical Hypertension
Management:
Translating Guidelines
into Clinical Practice
Michael A. Weber, MD
Chairperson
Associate Dean for Clinical Investigation
and Professor of Medicine
SUNY Downstate College of Medicine
Hilton New Orleans Riverside
Grand Salon A, First Floor
Two Poydras Street
New Orleans, Louisiana
Event is presented in conjunction with the
American Academy of Physician Assistants’
31st Annual Physician Assistant Conference.

11. The Importance of Search and
Current Marketplace
Search reaches those who are actively seeking information
Yahoo! Health Research of Consumer Behavior and Intent:
— 65% of the online population used search to research healthcare information
— 34% of searchers would never take a medication without first looking it up online
— 70% of searchers would question their doctor if they get a Rx other than brands
they read about through search

12. Other Resources
Digital • Interactive • Audacious
MEDICAL EDUCATION INTERACTIVE MEDICAL AD AGENCY WEST COAST ARM
Global, full-service
Marketing strategy, consulting,
New model for
medical education company and planning West Coast agency
Division of RCW
Website design,
West Coast account service,
content development East Coast creative
Established in 2001
Online media planning
Established in 2001,
45+ dedicated staff
staff of 18
eDetailing
Online market research

13. Achieving Peak Performance by
Understanding Patients at Risk
Go with it!
Focus on increasing physician knowledge of NSAID-induced
GI ulcer prevalence and risk factors
Deliver the Arthrotec message to top targets:
– NSAID patients identified by physicians as high GI complication risks
– Diclofenac patients at high risk for GI complications
AN CE
P E RFORM
PEAK