As globalisation and digitalisation continue to break down the barriers between cultures and geographies we're seeing a rapid rise in global brands, but also in true global celebrities. Celebrities, for better or worse, are brands in their own right and they operate in areas that are passion points for consumers and frequently leverage immense social currency. Omar Epps, who plays Dr Eric Foreman on the global TV hit House, joins SapientNitro to explore the way celebrities are leveraging cutting-edge marketing techniques and leading in adoption of new digital platforms such as Pinterest, Instragram, or Beeyoo. Global brands can learn from global celebrities to be more effective, but can global celebrities learn from global marketers? Our open dialogue debate the strategies and communication tactics adopted by both global marketers and celebrities while sharing some of our experiences and insights around supporting global brands. Can 'brand purpose' compete with 'celebrity brands' or do they exist in harmony? Who's the smarter marketer? In asking who is winning consumer interest we will explore the differences to find new ways to reach consumers, build brands, and drive sales.

2. WHY DID WE PICK OUR TOPIC?

3. WHY GLOBAL BRANDS VS. GLOBAL CELEBRITIES?

4. OK, SO WHAT IS SMART (GLOBAL) MARKETING?

6. CONNECTED THINKING IS HOW WE TAKE ON CHALLENGES.

7. CONNECTED THINKING IS CREATING IDEAS AND PLATFORMS
TO ENGAGE CONSUMERS IN THE EXPERIENCE SPACE.

8. ORGANIZING IDEAS ARE SIMPLE BRAND EXPRESSIONS THAT HELP ALIGN THE
INDIVIDUAL COMMUNICATION IDEAS WITHIN THE BROADER EXPERIENCE SPACE.

9. IN THE CONNECTED THINKING ECOSYSTEM GLOBAL MARKETERS
WILL NEED TO EVOLVE THEIR STORYTELLING TECHNIQUES.

10. DATA –
RE-DEFINING OUR
UNDERSTANDING
OF CONSUMERS

11. TECHNOLOGY – THE “GREAT CONNECTOR”

12. TECHNOLOGY – THE “GREAT CONNECTOR”

13. YET JUST 1 IN 5 SENIOR MARKETERS
CONSIDER THEMSELVES ‘VERY KNOWLEDGEABLE’
ABOUT TECHNOLOGY. OUR SURVEY RESULTS ARE
INDICATING CONSISTENT DIFFERENCES IN HOW
TECHNOLOGY SAVVY MARKETERS PERCEIVE THE
WORLD AROUND THEM AND THE CHALLENGES
THEY WILL NEED TO OVERCOME.

14. OK, SO WHO
IS THE SMARTEST
MARKETER?
@DAZ_MC @OMAREPPS

15. CAST YOUR VOTE TO WIN.
#smartermarketer
#canneslions

16. LET’S GET STARTED!
JUST THREE ROUNDS...

17. ARE GLOBAL BRANDS
OR GLOBAL CELEBRITIES
CONNECTING BETTER WITH
CONSUMERS ACROSS
CULTURES AND MARKETS?

18. A GLOBAL BRAND
POINT OF VIEW…

19. A ‘PURPOSE’, ‘CAUSE’ OR ‘BELIEF’
According to Millward Brown and Stengel the top 50 fastest
growing companies from 2000 – 2010 had one thing in common:
“All of them, regardless of size or category, have been built
on an ideal of improving lives in some way”

20. EFFECTIVE MARKETING IS GIVING BRANDS REAL
MEANING AND EMOTIONAL CONNECTION

21. GLOBAL BRANDS MOVE FROM BEING SYMBOLS
OF UTILITY TO CULTURES OF CONNECTION

22. GLOBAL MARKETING SUCCESS CAN TURN LEADERS
INTO GLOBAL CELEBRITIES

23. GLOBAL BRANDS DRIVE PAST COMMUNICATION
TO INSPIRATION

24. GLOBAL BRANDS DRIVE PAST COMMUNICATION
TO INSPIRATION

25. WHILST TRUE TO THEIR CORE POSITIONING,
GLOBAL BRANDS EFFECTIVELY ‘GLOCALIZE’

26. KFC THE MOST AMERICAN OF BRANDS
IS THE MOST LOVED OF CHINESE

27. ART, DESIGN, PACKAGING, LOCAL CULTURE

28. GLOBAL AND PERSONAL

29. ARE GLOBAL BRANDS
OR GLOBAL CELEBRITIES
CONNECTING BETTER WITH
CONSUMERS ACROSS
CULTURES AND MARKETS?

30. A GLOBAL CELEBRITY
POINT OF VIEW…

31. CELEBRITIES ARE, BY THEIR
VERY NATURE, CONNECTED
TO AN AUDIENCE AND ARE
IMMENSELY RELEVANT
TO THEIR CONSUMER BASE

32. A CELEBRITY’S AUTHENTICITY ALLOWS THEM
TO CONNECT ACROSS CULTURES

33. CELEBRITY RELEVANCE AND CONNECTION
IS WHAT GLOBAL BRANDS BUY

34. AND THIS RELEVANCE NOT ONLY SELLS GLOBAL
BRANDS BUT ALSO CREATES THEM
DR. DRE AS GLOBAL ENDORSER FOR HP ADDITIONAL CELEBRITY ENDORSERS EXTEND BEATS BRAND OEM PRODUCT PARTNERSHIPS
CUSTOM CELEB PRODUCT LINES GLOBAL CELEB SPECIFIC LAUNCHES STRATEGIC PRODUCT PLACEMENT

35. CELEBS DIVERSIFY AND LOCALIZE TO FURTHER
ESTABLISH RELEVANCE

36. AND APPLY THE SAME DISCIPLINE AS GLOBAL
BRANDS IN THEIR BUSINESS

37. ESTABLISHING
LONG TERM
RELEVANCE
CAN BE A
FAMILY AFFAIR.

38. DO GLOBAL BRANDS
OR GLOBAL CELEBRITIES
USE SOCIAL MEDIA
MORE EFFECTIVELY?

39. A GLOBAL CELEBRITY
POINT OF VIEW…

40. LET’S START WITH THE TOP 10 VS TOP 10
1. Jennifer
Lopez
6. Britney
Spears
1. Apple
6. Coca-­‐Cola
2. Oprah
Winfrey
7. Kim
Kardashian
2. IBM
7. Marlboro
3. Jus7n
Bieber
8. Katy
Perry
3. Google
8. AT&T
4. Rihanna
9. Tom
Cruise
4. McDonalds
9. Verizon
5. Lady
Gaga
10. Steven
Spielberg
5. MicrosoF
10. China
Mobile

41. FACEBOOK: TOP BRANDS AND CELEBRITIES

42. TWITTER: TOP BRANDS AND CELEBRITIES

43. WHY? BECAUSE SOCIAL MEDIA IS PEOPLE
ERIC FOREMAN
QUINCEY McCALL
MALIK WILLIAMS
ME

44. MANY CELEBS HAVE ADVANCED SOCIAL
ENGAGEMENT STRATEGIES IN PLACE

45. FAN ENGAGEMENT RANGES FROM HIGHLY
MANAGED TO UNFILTERED

46. BRANDS CAN’T MATCH
CELEB AUTHENTICITY
EVEN WHEN IT’S STAGED

47. CELEBS LEVERAGE THEIR HUGE SOCIAL
FOLLOWINGS IN POWERFUL WAYS

48. CELEBS LEVERAGE THEIR HUGE SOCIAL
FOLLOWINGS IN POWERFUL WAYS

49. DO GLOBAL BRANDS
OR GLOBAL CELEBRITIES
USE SOCIAL MEDIA
MORE EFFECTIVELY?

50. A GLOBAL BRAND
POINT OF VIEW…

51. SOCIAL MEDIA IS MORE THAN AWARENESS OR
ENGAGEMENT FOR SMART BRANDS

52. NOT ALL CELEBS HAVE A SOPHISTICATED
APPROACH TO SOCIAL MEDIA

53. THE POWER OF LISTENING AND RESPONDING

54. LEVERAGING SOCIAL MEDIA FOR CUSTOMER SERVICE

55. SOCIAL IS PART OF AN EXPERIENCE MASH UP

56. PRODUCT BRANDS BECOME MEDIA EMPIRES

57. SOCIAL MEDIA ENHANCES COMMERCE

58. NEVER USE A PERIOD, ALWAYS USE A COMMA

59. DO GLOBAL BRANDS
OR GLOBAL CELEBRITIES
LEAD MARKETING
INNOVATION?

60. A GLOBAL BRAND
POINT OF VIEW…

61. GLOBAL BRANDS HAVE RESOURCES THAT
CELEBRITIES CAN’T MATCH
The top 5 global brands spend 20 times more on
research and development then the top 20 celebrities
in the world actually earn.

62. INNOVATION FROM BROADCAST TO BANKING

63. INNOVATIONS WITH A VIRTUAL EXPERIENCE BUILD
BONDS WITH FUTURE CONSUMERS

64. BRANDS ARE USING THEIR INNOVATION BUDGETS
TO RE-INVENT EXPERIENCES NOT JUST CONTENT

65. INNOVATION CONVERGES DIGITAL AND PHYSICAL

66. TECHNOLOGY IS FUELING INNOVATION THAT IS
CHANGING THE REAL WORLD SHOPPING EXPERIENCE.

67. BRANDS INNOVATE
ACROSS THE MARKETING
LANSCAPE AND REDFINE
EXPERIENCES

68. DO GLOBAL BRANDS
OR GLOBAL CELEBRITIES
LEAD MARKETING
INNOVATION?

69. A GLOBAL CELEBRITY
POINT OF VIEW…

70. WE ARE MICRO INNOVATORS AND TREND SETTERS

71. CELEBRITIES ARE EARLY ADOPTERS
OF DIGITAL PLATFORMS.

72. BUT WE’RE ALSO CREATING OUR OWN PLATFORMS.

73. INNOVATION IS HELPING DRIVE NEW METHODS
OF CONTENT DISTRIBUTION

74. BEEYOO IS A VIDEO PLATFORM FOR
CELEBRITIES TO SHARE THEIR
UNIQUE VIDEO CONTENT WHILE
PROTECTING THEIR BRAND
INTEGRITY AND MONETIZING THE
VALUE OF THEIR SOCIAL
FOLLOWING.

75. THAT WAS A
CLOSE MATCH.
PLEASE STANDBY
FOR A DECISION.

76. WHO WON?

77. FIVE KEY TAKE AWAYS
1. A simple organizing idea will help align fans and consumers to you at a global level.
2. It's OK to localize as long as you remain authentic.
3. Connections, enabled through technology, are re-defining what the definition of a
community is.
4. Leveraging insights driven from a new dearth of data will be invaluable.
5. The only failure in innovation is to not innovate.

78. THANK YOU!