In this week’s webinar, Laura Masse walks us through the growing importance of Blockchain technology. We hear about how it can propel innovation strategy, disrupt business models, and create new revenue streams. We understand how the Blockchain isn’t just a way to exchange currency, but a mean to build Immutable Trust. We also hear about specific brands utilizing this technology and roadblocks to expect when trying to implement the Blockchain.  Laura Masse breaks down blockchain technology into 3 distinct functions: 1. Decentralized Digital Ledger 2. Decentralized Database 3. Platform for “Smart Contracts”

1. The webinar will start shortly…
Thanks for joining us today!
W E B I N A R S E R I E S
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2. Hello!
Laura Masse
Global Consulting Partner
OgilvyRED
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED
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3. Tell us where you’re dialing
in from!
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5. Unleashing
Imagination
On The Blockchain
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6. “Blockchain technology will
transform the world. If you
understood in 1995 the
opportunities and threats that
the internet would ultimately
present to your company, or
industry, what would you have
done differently? That is where
we are with blockchain today.”
- Ginni Rometty, CEO, IBM
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7. Reality
An OgilvyRED 2017 survey among U.S. tech elites reveals levels of awareness for
emerging technologies:
• Virtual Reality - 93%
• 3D Printing - 91%
• Artificial Intelligence - 85%
• Blockchain Technology - 27%
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8. 8

9. A Good Question
A good question is not concerned with a correct answer.
A good question cannot be answered immediately.
A good question challenges existing answers.
A good question is one you badly want answered once you hear it,
but had no inkling that you cared before it was asked.
A good question creates new territory of thinking.
A good question is the seed of innovation in science, technology,
art, politics, and business
- Kevin Kelly, Former Executive Editor, WIRED
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10. We’ve Got Some Questions
How Will Blockchain Technology …
… propel your innovation strategy
… disrupt your business model
… create new revenue streams
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11. Today’s Agenda
• The Trust Machine: How It Works
• And It Matters Because … ?
• Unpacking The Blockchain For Business
• Five Good Questions
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12. The Trust Machine
“The
blockchain
lets
people
who
have
no
particular
con5idence
in
each
other
collaborate
without
having
to
go
through
a
…
central
authority.
Simply
put,
it
is
a
machine
for
creating
trust.”
-­‐
The
Economist
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13. Here’s How It Works
Jenny wants
to transfer
$100 to
Mark
The
transaction
request is
sent to every
node on the
network
The nodes
reach
consensus
that Jenny
has the $100.
The
transaction is
approved
The currency
moves on the
digital ledger
and the
transaction is
sealed into a
block
The block is
cryptographically
and permanently
linked to the
previous block of
transactions
1. 2. 3. 4. 5.
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14. The Protocols That Govern Blockchain
Technology Ensure Immutable Trust
IMMUTABLE TRUST
Security
through pseudonymity & encrypted transactions
Transparency
through the open, public ledger
Authenticity & Credibility
through unalterable, permanent record of events
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15. The Blockchain Ecosystem
• Public - Open, Permissionless
• Bitcoin Blockchain, Ethereum,
Ripple, Dash
• Private - Exclusive, Permissioned
• Financial Institutions, Banks
• 80% banks developing private
blockchains and estimated to
spend $200 million in 2017
• - World Economic Forum
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16. Bitcoin & The Bitcoin Blockchain
• Today, 1 Bitcoin = $2,329
• Gold is trading at $1,276 per ounce
• Bitcoin value has increased 133% since January 1
• In 2016:
• Value increased 123% *
• Performance beat Dow Jones Industrial Average*
• Performance beat hottest commodities: natural gas +59; crude oil +45%*
* Source: WSJ
“The only proven
blockchain”
- Gartner
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17. $1.5 Billion
Venture Capital Investment
In Blockchain Technology
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18. And It Matters Because … ?
“Blockchain
technology
represents
an
opportunity
to
rewrite
the
economic
power
grid
and
old
order
of
things
to
solve
some
of
the
world’s
most
dif;icult
problems.”
-­‐
Don
Tapscott,
The
Blockchain
Revolution
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19. Global Impact: Create An
Open, Peer-To-Peer Economy
• 1% of the global population owns half the world’s wealth
while 3.5 billion people earn fewer than two dollars a day
• 2.5 billion people are “unbanked” living entirely outside
financial institutions
• Participation in a blockchain-enabled peer-to-peer economy
requires only a cell phone and an internet connection
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20. Global Impact: Redirect The
Economic Power of Remittances
• $600 billion a year flows from developed to developing world
in the form of remittances
• Financial middlemen charging 5% - 25% in fees
• Goldman Sachs estimates that an open, peer-to-peer transfer
of funds could save $100 billion annually and be plowed back
into local economies
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21. Societal Impact:
More Efficient Governments
• The Estonian government has secured
healthcare records on the blockchain to
combat fraud, guarantee transparency
and accelerate auditability
• In the UK, welfare payments are
distributed using the blockchain,
significantly reducing waste and fraud
• The Republic of Georgia is piloting a
land-titling project, documenting
ownership and opening new value for the
owners
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22. Splash Of Cold Water
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23. Implementation Challenges
• The Technology Is Not Ready For Primetime
• The Energy Consumed Is Not Sustainable
• Governments Will Stifle It
23

24. “Blockchain
is
not
a
‘disruptive’
technology
which
can
attack
a
traditional
business
model
with
a
lower-­‐cost
solution
and
overtake
incumbent
5irms
quickly.
Blockchain
is
a
‘foundational’
technology;
it
has
the
potential
to
create
new
foundations
for
our
economic
and
social
systems.”
-­‐
Harvard
Business
Review
Unpacking The Blockchain
For Business
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25. Three Distinct Functions
1. Decentralized Digital Ledger
2. Decentralized Database
3. Platform for “Smart Contracts”
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26. Decentralized Digital Ledger
• Open, Peer-to-Peer Crypto-Economy
• Micro-Transaction Economy
• Digital Currency As An Investment Vehicle
• Value Beyond Digital Currency Transfer
• land and building titles, deeds, shareholder votes
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27. Decentralized Database
• Timestamp, notarize and permanently record
information other than transactions of value
• health records, land titles, provenance documentation
• Healthcare Application
• unalterable patient data
• patient control of access to and distribution of records
• anonymized aggregated pools of patient data to accelerate
research
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28. A “Smart Contract” Platform
A Smart Contract:
• is software code, programmed directly onto the blockchain, that
enforces and executes terms of legal agreements
• is dynamic, it can interact with databases and other sources of
information to make determinations
• increases efficiencies and lower costs due to peer-to-peer execution
and instantaneous settlement
• is executed with transparency and thus forms part of an immutable
public record of corporate and individual reputation
• essentially programs “trust”
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29. “This is the ‘aha’ for me. Blockchain technology is
not really about digital payments, but establishing
trust in transactions in general.”
- Arvind Krishna, SVP Director of Research, IBM
The Blockchain Establishes Trust
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30. What Can You Do From
A Place Of Immutable Trust?
IMMUTABLE TRUST
Security Transparency Authenticity Credibility
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31. What Can You Do From
A Place Of Immutable Trust?
IMMUTABLE TRUST
Security Transparency Authenticity Credibility
• Ensure Customer
Privacy
• Inspire Customer
Confidence
• Drive Preference &
Lifetime Value
• Demonstrate
Corporate Values on
Public Irrefutable
Platform
• Inspire Loyalty
• Differentiate
Products &
Services
• Establish Superior
Value
• Amplify Brand
Relevance
• Improve &
Maintain
Corporate
Reputation
• Vet Potential
Partners &
Suppliers
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32. Worldwide Examples
Supply Chain
Walmart Partnering with IBM
To Track Food on the Blockchain
With blockchain, Walmart will be able to obtain crucial data from a
single receipt, including suppliers’ details on how and where the
food was grown and who inspected it.
Sourcing
Everledger Using Blockchain for
Counterfeit Diamond Detection and
Insurance Fraud
Everledger uses the blockchain to track individual diamonds, from
the mine to the consumer and beyond.
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33. Worldwide Examples
Operations
JPMorgan Chase: Replacing Complicated
Databases with Blockchain Ledger
The hope among Quorum’s developers is that blockchain can solve
some of the bank’s most intractable problems including long and
expensive settlement times, systems breakdown and lack of clarity
about risk exposures.
Attribution
Spotify Partnering with Mediachain Labs to
Help Solve Their Music Licensing Issues
Spotify and Mediachain Labs are working together on developing
better technology for connecting artists and other rights holders
with the tracks hosted on Spotify’s service.
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34. Worldwide Examples
Energy Distribution
Solar Change Uses Blockchain to Increase
Use of Solar Energy Worldwide
Solar Change gathers a network of services and applications meant
to improve and increase the use of solar energy worldwide. They
introduced SolarCoin - a revolutionary program which is coupled to
the production of clean solar energy.
Customer Experience
ING Set to Improve Customer Experience
with Blockchain
Working with ten other banks, ING shows it can simplify their
processes so customers only have to submit identity documents
once rather than each time they open an new account. This
increases transparency, security and cost-efficiencies for banks.
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35. The Blockchain: Unpacked
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36. We Had Some Good Questions
How Will Blockchain Technology …
… propel your innovation strategy
… disrupt your business model
… create new revenue streams
36

37. Five More Good Questions
1. How can a single immutable place of
truth address your most pressing
challenges?
2. How can your brand be built and made
more relevant through immutable trust,
security, transparency, authenticity and
credibility?
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38. 3. How can blockchain technology and the
characteristics of immutable trust amplify
customer benefits and ameliorate
customer “pain points”?
4. Does blockchain technology change
what products and services you deliver or
just how you deliver them?
5. Will a micro-transaction economy open
new revenue streams?
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39. Questions?
Laura Masse
Global Consulting Partner
OgilvyRED
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED
39