This document outlines a presentation about deploying global digital campaigns. The agenda includes introductions, discussing how global brands are going digital, presenting a scalable model, and a Microsoft case study. The presentation notes that while digital has changed expectations, the reality of executing global campaigns is complicated by many languages, sites, agencies, brands and other challenges. They propose a new breed of production company designed to support global brands digitally through outsourced strategy, creative, development, production, CRM execution, analytics and consultancy services across 800+ digital experts in 8 centers worldwide. A case study highlights how the Microsoft Marketing Services Centers provide scalable global execution capabilities for Microsoft's marketing needs.

1. GlobalDigitalCampaign
Deployments
Dream or Nightmare?
Presented by:
Andrew Rutberg / Corinne Monty

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1. Introductions
2. Global Brands going Global Digitally
3. A model that scales
4. Microsoft case study
5. Q&A
Agenda

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Andy Rutberg, President
WPP’s Marketing Solutions Center
Corrine Monty, Sr. Director
Sales & Marketing Service Centers
Global Marketing Operations, Microsoft
Global Brands GoingGlobal Digitally

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Marketing turbulence is the New Normal

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Perception
Digital Has Changed Everything
Everything can
be done at
lightning speed
Tagging, SEO,
Web Analytics
are standard
Platforms are
compatible and
interchangeable
Global Brands GoingGlobal Digitally

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Global Brands GoingGlobal Digitally

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1000’s of
pages
Digital Has Changed Complicated Everything
100’s of sites
multiple
languages
legal &
compliance
countries &
cultures
multiple
agencies
multiple
brands
multiple
cms’s
local vs.
global
legacy & broken
links
Global Brands GoingGlobal Digitally
Reality

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Customers expect brand consistency & relevance in every interaction
100’s of
channels
stewards of
privacy
multiple devices
remember me
Global Brands GoingGlobal Digitally
Reality
consistent
branding

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Global marketing teams are challenged
Global Brands GoingGlobal Digitally
Reality
Consumer
Expectations
Marketer
Expectations

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ANew Breed
In 2007 we Formed
anew breed of production company,
designed to support global brands going
GLOBAL DIGITALLY
Outsourcing Consultancy
Digital Production
CRM Execution
Analytics
Going Global Digitally Our Model

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• Strategy
• Creative
• Customer Journey
• Target Audience
• Media &KPI’s
Create
agenc
y
msc
• Creative Design
• Templates
• UX Design
• Localize / Translate
• Site Development
• Studio Production
Develop
• Digital Production
• Banner Production
• Email Production
• Social & Mobile Apps
• Translation Mgt
• QA Services
• SEO
Digital Production
• List Pulls
• Email
• Triggered Marketing
• Loyalty Program
• Community Mgt
• Lead Mgt
CRM Execution
• Reporting
• Analytics
• Optimization
• Dashboards
• Tagging
• SEO
• Campaign Perf.
Analytics
• Decoupling audits
• Digital Diagnostics
• Process optimization
• Implementation roadmaps
• Privacy Compliance
• Platform Migrations
Consultancy
8 CENTERS
24/7/365
800+ DIGITAL
TECH & CRM
EXPERTS
1000+ WEBSITES
MAINTAINED
1000+
MARKETERS
SUPPORTED
137+
COUNTRIES
Going Global Digitally Our Model

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Going Global Digitally Our Model
From a single brief
Digital Deployment
130+ countries
CRM execution
Analytics & Optimization

15. The Rise of Operations…
MSC’s are positioned as the foundation for centralized services in a “One Microsoft”
landscape
External Factors:
Internal Factors:
Microsoft Marketing Services Centers provide scalable global execution capabilities aligned to
marketer needs
Competition New Customer Feedback
Mechanisms: Social / Mobile
Technologies
Centralization / Regionalization
One Microsoft
YOY Budget Shifts
Extensive Product Line
Customer Privacy & Data
Security
Dynamic Mktg Platform
Cloud / On-Demand Marketing +
traditional Product Releases
 Centralized Portal Publishing
 Subsidiary Utilization
 Consistently adding new
Services
 Consultative Services
 Workflow Capabilities
 Global Agency support
model

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29. You’ve mastered the theory,
now put it into practice
Use the Show Guide to match
this session’s categories with the
providers in the Hall who can
help execute!
See Page 18 for details