Painel apresentado por Terry Young - Presidente, Sparks & Honey EUA - no Evento ProXXIma 2018. Como marcas e CMOs estão tentando reinventar e reciclar sua busca por soluções fora dos modelos tradicionais de agências de publicidade.

1. Now, Next & The Future Of Advertising

2. A Cultural Consultancy That
Combines Social And Data Sciences
To Solve World-Changing Challenges

3. Market
Intelligence
Emerging
Technology And
Models
Culture And
Consumer Behaviors
A Consultancy With An
Intelligence Platform
At The Core
Data Sciences
Data Collection
Tagging Algorithms
Shift Scoring
Modeling
Social Sciences
Ethnographic Research Methods
Cultural Anthropology
Expert Panels
Advisory Board
Global Scouts
Not Exhaustive
Cultural Intelligence Platform

4. Scoring Algorithms
100+ TRENDS
WAGE INEQUITY
DATA DIVINITY
CLEAN
EXTREME SAFETY
CONSTANT
CONNECTION
MINORITY
MAJORITY
ENERGY PREDICTION REACH
Signals from search, social,
publications, and other sources
Tagging, categorization,
and scoring of signals
Q — The Automation Advantage:
Structuring Data And Visualizing Change In Real Time
Trend Taxonomy
™

5. QTM
Cultural Intelligence Platform In Action:
Now, Next & Future Of Advertising

6. “Ad agency revenues will thus likely stagnate in 2018, as the great
slowdown from 2015 (+4.1% average organic revenue growth) to 2016
(+3.0%) to 2017E (+1.3%) continues into 2018.”
— Macquarie Research, January 2018
Most analysts believe that the slowdown seen across all of the holding
companies is structural, not cyclical.
What’s happening?

8. CONSULTANCIES AND
SYSTEMS INTEGRATORS
HOLDING
COMPANIES
IN-HOUSE
MARKETING TEAMS
STARTUPS
BIG TECH
Our Analysis Points To
Startups And Big Tech As The
Sectors Most Active In
Defining And/Or Reacting To
Market Changes Triggered By
Key Macro Factors

9. HOLDING
COMPANY
LONG-TAIL GROWTH
TRUST
SHIFTS
BIG TECH
AUTOMATION/AI
ANYWHERE,
ANYTIME COMMERCE
LARGE BRAND EROSION
AD AVOIDANCE
BEHAVIORS
TRANSPARENCY FAKE VIEWS
CONVERGENCE
OF INTERNAL
FUNCTIONS
RETAIL SHIFTS
VOICE
SMALL BRANDS
GROWTH ((FMCG)
LOCAL VS.
MULTINATIONALS
ADVERTISING
AND COMMERCE
PLATFORMS
SMALL AND MEDIUM
BUSINESS DUOPOLY
TOOLS ENABLING
IN-HOUSE WORK
GENERATIVE
DESIGN
COMPUTATIONAL
CREATIVITY
STORE BRANDS HOLD
AFTER RECOVERY
SMMS
INSTITUTIONAL TRUST
PLUMMETS
DISTRIBUTED
TRUST GROWS
COMPUTING OUTPACES
LABOR PRODUCTIVITY
AD BLOCKING
BINGE WATCHING
LIVE STREAMING AND
NEW VOD MEDIA
BRAND
TAX
THE ANA REPORT
POWER
SHIFT
NEW STANDARDS
END-MARKET
ISSUES
BUSINESS MODEL
SHIFTS
S&P 500
SHIFTS
COMPETITIVE LINES
REDRAWN
LOWER
BARRIERS TO
ENTRY
NEW D2C MODELS
IMPATIENT SHAREHOLDERS
THE INSURGENT INVESTOR
IMPACT
TALENT
PRESSURE
EXPERT AUTOMATION &
AUGMENTATION SOFTWARE
(EAAS)
PRIVACY AND DATA
RIGHTS
TRACKING
TECHNOLOGY
BEHAVIORAL DATA
PROFILES
HOME
SHIFTS
DISINFORMATION
PROPAGATORS
AUDIENCE
DEVELOPMENT AI
AD MEDIATION
AI
SECURITY
REVIEW
ECONOMY
CONSUMER PROTECTION
REGULATION
BLOCKCHAIN
CHEAPER,
SMALLER
SENSORS
DYNAMIC PRICING
EQUITY
CROWDFUNDING
POST-NET
NEUTRALITY
NEW
ETHICS
FOUNDER’S FUND
TECH
CONSULTANCIES
LOCAL
COMMERCE
ONLINE
SWARM ECONOMICS
MESSAGING
ECOSYSTEMS
CHINA’S CONSUMER
ECOSYSTEM
ON-DEMAND
MANUFACTURING
SUBSCRIPTION
MODELS
POLARIZATION
DISINTER-MEDIATION
NARRATIVE SCIENCES
EMOTION
RECOGNITION
GEN Z BEHAVIORS
RESEARCH LABSSTARTIUP
INCUBATION
SPECIALIZATION
CEO SERVICES
COGNITIVE DIVERSITY
T M

10. HOLDING
COMPANY
LONG-TAIL GROWTH
TRUST
SHIFTS
BIG TECH
AUTOMATION/AI
ANYWHERE,
ANYTIME COMMERCE
LARGE BRAND EROSION
AD AVOIDANCE
BEHAVIORS
TRANSPARENCY FAKE VIEWS
CONVERGENCE
OF INTERNAL
FUNCTIONS
RETAIL SHIFTS
VOICE
SMALL BRANDS
GROWTH ((FMCG)
LOCAL VS.
MULTINATIONALS
ADVERTISING
AND COMMERCE
PLATFORMS
SMALL AND MEDIUM
BUSINESS DUOPOLY
TOOLS ENABLING
IN-HOUSE WORK
GENERATIVE
DESIGN
COMPUTATIONAL
CREATIVITY
STORE BRANDS HOLD
AFTER RECOVERY
SMMS
INSTITUTIONAL TRUST
PLUMMETS
DISTRIBUTED
TRUST GROWS
COMPUTING OUTPACES
LABOR PRODUCTIVITY
AD BLOCKING
BINGE WATCHING
LIVE STREAMING AND
NEW VOD MEDIA
BRAND
TAX
THE ANA REPORT
POWER
SHIFT
NEW STANDARDS
END-MARKET
ISSUES
BUSINESS MODEL
SHIFTS
S&P 500
SHIFTS
COMPETITIVE LINES
REDRAWN
LOWER
BARRIERS TO
ENTRY
NEW D2C MODELS
IMPATIENT SHAREHOLDERS
THE INSURGENT INVESTOR
IMPACT
TALENT
PRESSURE
EXPERT AUTOMATION &
AUGMENTATION SOFTWARE
(EAAS)
PRIVACY AND DATA
RIGHTS
TRACKING
TECHNOLOGY
BEHAVIORAL DATA
PROFILES
HOME
SHIFTS
DISINFORMATION
PROPAGATORS
AUDIENCE
DEVELOPMENT AI
AD MEDIATION
AI
SECURITY
REVIEW
ECONOMY
CONSUMER PROTECTION
REGULATION
BLOCKCHAIN
CHEAPER,
SMALLER
SENSORS
DYNAMIC PRICING
EQUITY
CROWDFUNDING
POST-NET
NEUTRALITY
NEW
ETHICS
FOUNDER’S FUND
TECH
CONSULTANCIES
LOCAL
COMMERCE
ONLINE
SWARM ECONOMICS
MESSAGING
ECOSYSTEMS
CHINA’S CONSUMER
ECOSYSTEM
ON-DEMAND
MANUFACTURING
SUBSCRIPTION
MODELS
POLARIZATION
DISINTER-MEDIATION
NARRATIVE SCIENCES
EMOTION
RECOGNITION
GEN Z BEHAVIORS
RESEARCH LABSSTARTIUP
INCUBATION
SPECIALIZATION
CEO SERVICES
COGNITIVE DIVERSITY
T M

11. T M
e 10
e 2.35
e 2.88
e 3.24
e 10
e 2.54e 1.51
e 4.59
e 9.72
e 5.67
e 10
TRUST
SHIFTS
AD AVOIDANCE
BEHAVIORS
CONVERGENCE
OF INTERNAL
FUNCTIONS
ADVERTISING
AND COMMERCE
PLATFORMS
TOOLS ENABLING
IN-HOUSE WORK
END-MARKET
ISSUES
TALENT
PRESSURE
CONSUMER PROTECTION
REGULATION
MESSAGING
ECOSYSTEMS
SPECIALIZATION
GEN Z BEHAVIORS
AUTOMATION/AI
CHINA’S CONSUMER
ECOSYSTEM
ANYWHERE,
ANYTIME COMMERCE
e = energy

12. Culture And Consumer
Behaviors
Market
Intelligence
Emerging Technology
And Models
T M
Macro Factors
GEN Z BEHAVIORS
ANYWHERE,
ANYTIME COMMERCE
TRUST
SHIFTS
AD AVOIDANCE
BEHAVIORS
CONVERGENCE
OF INTERNAL
FUNCTIONS
LONG
TAIL
SPECIALIZATION
CHINA’S CONSUMER
ECOSYSTEM
ADVERTISING
AND COMMERCE
PLATFORMS
TALENT
PRESSURE
TOOLS ENABLING
IN-HOUSE WORK
CONSUMER PROTECTION
REGULATION
MESSAGING
ECOSYSTEMS
AUTOMATION/AI

13. Future of Work:
Automation/AI
Blurred Responsibility:
War On Trust
New Normal:
Business Complexity
And Fragmentation
China First:
The Rise of China’s
Consumer Ecosystem
Four Opportunity Areas Signal Potential Futures

14. Future of White Collar Work:
Automation and AI

15. Cancer Detection
Humans: 73.2%
AI: 89%
Lip Reading
Humans: 52.3%
AI: 93.4%

16. Technology Shifts
ons
Patents Show Focus On The
Automation Of Human Capabilities

17. AI will not replace marketers, but
marketers who work with AI will
replace those who don’t.
“ ”

18. +Build:
Identify core capabilities where
building automated systems create
long-term value and differentiation.
Partner:
Expand our partnership ecosystem to
include technology that covers
strategy and creative functions.
Re-skill:
Prepare our workforce to be able to
work with cognitive computing.
Acquire:
Evaluate the growing ecosystem of
startups intersecting AI and creative/
strategy functions.
75% Machine 25% Human
Winning The Automation Game Across All Fronts
How do we
reskill talent in
our agencies?
Winning The Automation Game

19. Blurred Responsibility:
Trust Shifts

23. Uncertainty as to who should take responsibility for
persistent large-scale, complicated issues

24. A brand without
trust is just a
product.
Keith Weed, CMCO Unilever
“ ”
In 2018, how
do we rebuild
trust?

25. New Normal:
Business Complexity
And Fragmentation

26. @sparksandhoney

27. Big Five patent application priorities have the potential to impact
many industries including: Healthcare, telecommunication,
finance, media, consumer electronics, automotive, and more.
Source: sparks & honey Q, 2018
At Least 50% Of The Top 12 (Market Cap) Companies In 2018
Are Digital Platforms

28. @sparksandhoney
SEARCH
PEER REVIEWS
ADVERTISING
COMMERCE
Facebook recently surpassed
6M active advertisers. The
company added another 1M in
2017 H2.
(Facebook, 2017)
25% of Amazon shoppers say
ratings and reviews have the biggest
impact on purchase decisions.
(Retail System Research, 2017)
55% of online shoppers start
searches on Amazon.
(BloomReach, 2016)
50% of the items sold
on Amazon come from
small businesses.
(Amazon, 2017)
The Convergence Of Commerce And Advertising Platforms
Sets New Rules For Brands And Empowers Small Businesses
Source: sparks & honey Q, 2018
The Convergence Of Commerce And Advertising Platforms
Sets New Rules For Brands And Empowers Small Businesses

29. Legacy Focus:
Fortune 100 organizations
$1B+ Brands
Manage brand equity and
centralization
Categories experiencing end
market issues:
• CPG
• Automotive
• Consumer Banking
• Telecommunications
• Retail
Client Needs:
Managing fragmentation
<$100M Brands
Manage complexity
Cross category lines:
• CPG +Retail
• Automotive + Ride Sharing
• Consumer Banking + Messaging
• Telecommunications + On Demand
• Retail + Entertainment
Source: sparks & honey Q, 2018
This New Order Requires A Transformation Of
Client And Agency Operating Models

30. Can we service the full market
spectrum - long tail, small brands
and big brands?
“ ”

31. China First:
The Rise Of China’s
Consumer Ecosystem

32. Copyright © 2018 sparks & honey. All rights reserved. 98
“In China, people will soon be able to bring nothing but their
smartphones (and clothes, perhaps) when going out, and the one
and only app they’ll need to download is WeChat.”
— Quartz, December 2017
v v

33. @sparksandhoney
Copyright © 2018 sparks & honey. All rights reserved. 49
Tencent’s WeChat Evolved From Messaging To What
Analysts Call “China’s True Operating System”
Source: 2017 WeChat Data Report
COMMUNITY MARKETS CURRENCY
Markets: Travel, transportation, e-commerce, utilities, lifestyle
services, technology, veterinary, healthcare, insurance, others.
Expanding into: Deepening healthcare and health insurance
reach via WeSure and connecting Tencent’s medical AI
ecosystem into the platform.
Now official electronic government ID WeChat pay is now
available in 15 countries
and regions for payments
in 12 currencies.
QQ Coins.
Social Credit Score.
Tencent’s Wechat Evolved From Messaging To What
Analysts Call “China’s True Operating System”

34. Copyright © 2018 sparks & honey. All rights reserved. 50
In the last two quarters, the lineup of companies
mentioning Amazon has been eclectic. Here are just a few:
Pharmacy / prescriptions – Express Scripts and CVS
Retail – Foot Locker and Macy’s
Content – Netflix
Logistics – Air Transport Services Group
Tech / software – Oracle
Note: CBInsights mined earnings transcripts for 6000+ public companies across the last 10 years.
Amazon Is Evolving From Retail And Entertainment To
Groceries, Healthcare, Logistics, Digital Advertising, And More,
Alarming Executives Across Industries
34
Amazon Is Evolving From Retail And Entertainment To Groceries,
Healthcare, Logistics, Digital Advertising, And More, Alarming
Executives Across Industries

35. Can we build products and services
that help brands WIN in the increasingly
powerful consumer ecosystems?
“ ”

36. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
These Changes Are Being Accelerated By One
Common Factor: Faster, Cheaper Computing Power

38. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
$5.4M
$163.84

39. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
$5.4M
$163.84
Exponentials start out disappointing then
move to amazement and chaos

40. Becoming A 10X Agency
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41. Go to
reports.sparksandhoney.com