This document discusses several topics: 1. It discusses how Instagram is used by many people globally to share their personalities and lifestyles. 2. It provides data on smartphone usage and the most popular apps on Android and iPhone operating systems such as Facebook, Maps, YouTube, and Pandora. 3. It outlines the evolution of digital communication and the transition to more user-generated content and social aspects online.

2. InstagramImagery
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

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

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

5. 1996 2000 2002 2004 2006 2008 20101998
Content Commerce Consumer Community Connectivity
Web
1.0
Contact
Content
WiFi Mobile
iPhone Android
Tell Me | Show Me Experience | Engage Me Involve Me | Real Me
The evolution of digital communication—entering the era of ‘WIW’
Web
2.0
Web
Next
P U B L I C I S M O D E M
Web Browsers
Gateway to Information
Search
Finding Information
Email
Digital Communication
Shopping
Aggregated Information
UGC
Rise of Empowered Consumer
P2P
Sharing
Social Networks
Rise of Empowered Consumer
Blog
Rise of Empowered Consumer
AJAX
Open Social
Semantic Search
Location-based
Social Networking
Dial-Up
Hits Critical Mass
70% of US online
Broadband
Hits Critical Mass
Brochureware websites dominate
Fragmentation Accelerates
Growth of
ecommerce
Explosion in user-
generated content
Lifestreaming: 3rd screen
becomes 1st screen

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

7. BEAVIS & BUTT-HEAD
Retooling the MTV brand for the Millenial* generation
*The portion of the network’s target viewing audience born after 1980.
• 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

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

9. 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

10. Conversations and Reciprocal Engagements

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

12. 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
Search reaches those who are actively seeking information
The Importance of Search and
Current Marketplace

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

14. Achieving Peak Performance by
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
Go with it!
PERFORMANCE
P E A K
Understanding Patients at Risk