1. Case Study: Procter & Gamble Lucas Watson Global Team Leader, Digital Business Strategy Procter & Gamble

3. “ Digital technology is going to allow the greatest brand builders in the world to improve the lives of the consumers in ways they never thought possible…… If they learn how to use it.” -

4. Are you a… Marketing Technopologist?

5. “ We coined the term marketing technopologist for a person who brings together strengths in marketing, technology and social interaction.” - The Wall Street Journal Anthropologist Technology Marketer

6. Does Your Team Have All 3 Key Skills?

7. We count on our extended team more than most $ M PG A B C Sales Per Employee $602 $527 $413 $360

11. Choiceful Focused on key business driver Right to win START WITH GREAT STRATEGY MARKETING

12. Clarity of Purchase Barrier: Category Apathy “ Why Should I Care About Shaving?” MARKETING

13. Single Minded Business Objective: “ Increase Brand Consideration” MARKETING

14. THEY DISCOVERED A TRUE INSIGHT “ To debate, discuss & argue is in the blood of Indians!” ANTHROPOLOGY

15. Self Actualization Esteem Love / Belonging Safety Physiological THEY UNDERSTOOD HUMAN MOTIVATION Esteem & Actualization might be worth 10X premium ANTHROPOLOGY

16. THEY UNDERSTOOD HOW RELATIONSHIPS WORK ANTHROPOLOGY

17. TECHNOLOGY THEY LISTENED AC Nielsen Survey to Capture the Attitudes of the Country

18. THEY TALKED Mass Media & Paid Social to Ingnite Conversation TECHNOLOGY

20. SOCIAL THAT WORKS Sales Increased 40%

21. 1. Single Minded Strategy MARKETING

22. 2. Spend More Time Learning About People ANTHROPOLOGY

23. TECHNOLOGY 3. Use the Pipes Well