Proximity BBDO aims to become the preferred agency for companies that value future-proof and results-driven communication. It discusses the changing consumer decision journey, where customers seek brands that align with their beliefs. Advertising has become more complex with the rise of owned, created, earned, and paid media. The document emphasizes that relevance and customer experience are now key.

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2. Our Mission
Proximity BBDO wants to become
the preferred agency for companies
which already value the importance of
future proof and result driven communication,
and make other companies aware
of the importance of it.
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4. AdNerds
The Radically Digital Division of Proximity BBDO
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7. Let’s talk advertising∞…
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9. The old consumer decision journey
many brands
fewer brands
final choice
BUY
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10. Advertising = pretty simple
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11. Paid Media
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12. ING
OPPER
ST OW
P
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13. SPRAY
PRAYAND
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15. Today’s consumer decision journey
r
on side eve
c alu
ate
THE LOYALTY LOOP
BO
ND
advo
cate BUY
enjoy
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16. Advertising = not so simple anymore
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17. Owned Media Created Media Earned Media Paid Media
! Factories ! Programs ! Blog ! TV
! Offices ! Events ! Twitter ! Radio
! Retail Outlets ! Contests ! Facebook ! Ads
! Packages ! … ! Natural Google ! Posters
! Website(s) Ranking ! Banners
! … ! … ! …
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18. Customers are looking for companies
whose beliefs align with theirs
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19. Our job today:
! First, discover a brand’s idea, its beliefs
! Orchestrate the behavior of the brand so that every time it
touches somebody, they are getting the kind of information
that helps them LIKE, TRUST and RESPECT the brand
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20. Not so simple anymore but, hey,
who doesn’t like a challenge!
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21. And things are getting even much
more interesting…
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22. Yes, there are brands out there who don’t work with
advertising agencies and simply earn all their media.
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26. It’s not what you sell, it’s what you stand for.
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27. It’s about treating your customer
like someone who means something to you.
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28. A good concept doesn’t necessarily mean nice copy and imagery
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29. Albion’s Oven, 2-4 Boundary Street, Shoreditch,London
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33. Relevance has become king
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35. Craig W.
✓ Mayor of Berkeley Station
✓ Loves to travel,has the jetsetter badge,
as well as the gym rat badge
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39. BART has simply given its customers a better experience.
19% rode BART because of a
43% had recommended 4sq recommendation
a destination near BART
38% were having “more fun” 17% connected with friends
14% rode BART more
23% earned frequent rider badge because of their interaction
with 4sq
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40. And what kind of
work does Proximity
BBDO come up with?
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41. Earned Media: Cécémel Snowball Fight
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42. Wat zijn de resultaten?
437.992 visitors
Unique visitors: 276.496
94.010 registraties
406.053 sneeuwbal-gevechten, 13.037.853 sneeuwballen gegooid
401.124 uitnodigingen
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44. Real World Case: Free ING Lion Account
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46. 1. Strategy
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48. 2. Creative
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53. 3. Hotshop
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55. 3. Metrics
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59. farm2011.be
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60. HX !
T
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