The COVID-19 crisis is rapidly changing how individuals are managing their health and well-being, approaching life with more gratitude and resilience. Digital health solutions adoption is booming as are some wellness sectors, and will contribute to the emergence of new healthcare models faster than expected.
In this webinar, learn how it will become essential for any healthcare provider to propose compassionate and empathetic care experiences to their clients, leveraging wellness to stay relevant in these turbulent times. Join us to understand some quick wins and envision your post-crisis healthcare shift.
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
Including my top strategic planning, creative planning, and social media planning jobs.
Brands included:
JCPenney + Fashion.
The Discover Card + Credit Card (Finance).
Neuro Drink + Consumer packaged good (CPG).
The Economist + Publisher (British Magazine).
What's branding? How's to differentiate branding and marketing? Will branding trend change over time? And what's the newest branding trend for now? Hope this slide could help. Contact me at diniprathivii@gmail.com to get the copy.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Sean Singleton of Your Favourite Story spoke at the In-cosmetics event, about using digital marketing to launch your beauty brand and increase profit.
Want to learn more? contact sean.singleton@yourfavouritestory.com for your free ebook download.
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
Including my top strategic planning, creative planning, and social media planning jobs.
Brands included:
JCPenney + Fashion.
The Discover Card + Credit Card (Finance).
Neuro Drink + Consumer packaged good (CPG).
The Economist + Publisher (British Magazine).
What's branding? How's to differentiate branding and marketing? Will branding trend change over time? And what's the newest branding trend for now? Hope this slide could help. Contact me at diniprathivii@gmail.com to get the copy.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Sean Singleton of Your Favourite Story spoke at the In-cosmetics event, about using digital marketing to launch your beauty brand and increase profit.
Want to learn more? contact sean.singleton@yourfavouritestory.com for your free ebook download.
What challenger brands are, how they work and how to become one. Illustrated ...Drthomasbrand Limited
An overview of what challenger brands are and what makes them work. Illustrated through extensive examples. How do you become one, what are the steps and strategies that works.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Brand Strategy 101: The Core of Brand StrategyValerie Nguyen
Brand strategy consists of three core components and tapping into an infinite amount of human emotions.
Presented as part of Griffin Farley's Beautiful Minds 2020 program.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Disrupting the Disruptors: Accenture Post and Parcel Industry Research 2018accenture
With digital changing consumer demands, our new research looks at how the Post and Parcel digital model continues to evolve as it seeks to drive efficiency, digitize delivery and create new revenue. Learn more: https://accntu.re/2JE8ooI
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
DOWNLOAD DECK: https://bundl.buzz/industryfuture
Discover the effects of Covid-19 and what the future normal looks like for consumers and the industries that serve them.
- Understand how uncontrollable forces set the scene in transforming consumer behavior in each industry.
- Find out how consumers and companies responded– its long-term and digital effects.
- See real innovation examples that reveal what the future of these industries and our world looks like.
DOWNLOAD DECK: https://bundl.buzz/industryfuture
What challenger brands are, how they work and how to become one. Illustrated ...Drthomasbrand Limited
An overview of what challenger brands are and what makes them work. Illustrated through extensive examples. How do you become one, what are the steps and strategies that works.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Brand Strategy 101: The Core of Brand StrategyValerie Nguyen
Brand strategy consists of three core components and tapping into an infinite amount of human emotions.
Presented as part of Griffin Farley's Beautiful Minds 2020 program.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Disrupting the Disruptors: Accenture Post and Parcel Industry Research 2018accenture
With digital changing consumer demands, our new research looks at how the Post and Parcel digital model continues to evolve as it seeks to drive efficiency, digitize delivery and create new revenue. Learn more: https://accntu.re/2JE8ooI
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
DOWNLOAD DECK: https://bundl.buzz/industryfuture
Discover the effects of Covid-19 and what the future normal looks like for consumers and the industries that serve them.
- Understand how uncontrollable forces set the scene in transforming consumer behavior in each industry.
- Find out how consumers and companies responded– its long-term and digital effects.
- See real innovation examples that reveal what the future of these industries and our world looks like.
DOWNLOAD DECK: https://bundl.buzz/industryfuture
Wellness Industry Heading for a Digital FutureMindfire LLC
Digitization, the buzzword of the 21st century, is sweeping across sectors, the wellness industry is no different. Valued at USD 1.5 trillion in 2021, the industry is heading towards a digital future accelerated by a once-in-a-century pandemic. After the initial setback due to the pandemic, the wellness industry is slowly pivoting back to normalcy.
Connecting with customers in times of crisisSara Andreoli
"Leading in a caring, empathetic manner during these difficult times has the potential to create real connections that will outlive the social and economic impacts of the pandemic. And large companies should consider it a duty to serve the communities in which they do business".
I researched and wrote this Gartner-style, 1st-of-its-kind multi-sector survey on how organizations are adapting to succeed post COVID-19, from innovation to product development. I developed 16 survey questions utilizing search engine data around the key issues facing corporations during the pandemic; there were 1495 global responses from sectors as varied as maritime, energy, finance, life sciences, marketing and HR.
In-depth Insight Research: Telemedicine’s Growing Popularity in The New Normal Social, economic and health restrictions and lockdowns have changed so many facets of our daily lives, from how we consume entertainment to where we work and shop.
Disruption Set in Motion by Healthcare Consumerism.pdfMindfire LLC
Healthcare consumerism is the health industry’s shift towards a more value based care; it is a movement for a more cost effective and efficient delivery of healthcare services. It connotes the patient taking control of their health and wellness by managing all aspects of one’s healthcare landscape – including health benefits, medical insurance and retail health. In short, the goal of healthcare consumerism is to enable patients to become wholly involved in their healthcare decisions.
Marketing in coronavirus times: How to navigate your brand through the stormGeorge Gritzalas
While we are aware that coronavirus is a serious health matter, we would like to face it as another challenge in our industry and we encourage our clients to face it like one too.
7 Reasons why Companies & Government should invest in Digital TransformationIsmail Sayeed
Early adoption of digital solutions to provide services, whether health related or not, allows organisations to be ready for future user demands. The large pool of data on patterns of service/product consumption, feedback and possible future behaviour (extracted from data analytics) can guide strategic decisions on what to invest in and for whom.
Digital healthcare innovation was needed decades ago, with or without a global health emergency. Other industries with complex systems have rapidly adopted digital transformation; such as logistics networks, taxation, commerce and others
- except healthcare.
A company that is already accustomed to some form of digital-based communication and operations (as much as possible) are the ones most able to survive and thrive in these circumstances.
A government body that can still function and serve remotely and digitally is the most ideal form of democracy. An organisation with remote workers, paperless reporting, established telecommunications through all chains of command are really agile in its truest form.
I had predicted 2 years ago that digital healthcare solutions would be the dominant narrative for the emerging middle class of many developing countries in Asia.
it is time for the global industry to transform itself to the new reality.
Now.
Rebooting 2020: A Story of COVID-19, and Shifting PerceptionsDrishti Sengupta
In these uncertain times, the Research LAB of Mavericks India, a Reputation Management Advisory, set out to explore the current attitude, anticipated trends, and future predictions for a post-COVID world. The insights highlighted the transformation of the digital space, acceptance of working from home as a norm, the impact on mental health as well as the economic ramifications of the ordeal. Over 600 respondents across demographics and the country were surveyed to arrive at the results.
13 Trends of 2013 - by Eduardo Mapa Jr, Executive Partner at Havas Media OrtegaHavas Media
Havas Media Ortega Managing Partner Eduardo Mapa Jr. presented '13 Trends of 2013' during the Philippine Association of National Advertisers (PANA)'s General Members Meeting at Hard Rock Cafe, Glorietta, Makati Philippines.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
The Covid-19 pandemic is now just one of several crises to which we are all adapting. While the world is in various stages of reopening after the first Covid-19 wave, there is no consensus on what the next wave will look like or the severity of its impact. Many were quick to declare that our behaviours and attitudes had been fundamentally and forever shifted by the pandemic and the resulting lockdown. But what has really changed, and what changes will be sustained? How do brands and businesses plan for this uncertain future?
In Conversations That Matter—The Return To Growth in Turbulent Times, our speakers will discuss the challenges to returning to growth facing brands around the world.
With global economic slowdown looming, research shows many organisations are turning to mergers and acquisitions to achieve growth. Consequently, this creates a crucial inflection point for business and brand. It is one of those rare moments where brand rises to the top of the Executive agenda. The stakes are high, and failure to understand the role of brand in M&A is the most common reason for collapse.
Through real-life case studies, in this session we will share a unique approach from Ogilvy Consulting that answers the critical brand and naming questions, and how our approach can impact the long-term ability for an organisation to achieve its objectives.
Nudgestock 2020 – Necessity is the Mother of ReinventionOgilvy Consulting
Every year, Ogilvy Consulting's Behavioural Science Practice hosts Nudgestock — the world’s largest festival of creativity and behavioural science. Ordinarily, this event is held on the British Seaside (a cunning strategy to help people focus on the day) with approximately 400 in attendance. However this year, as a result of Covid-19, we tried something different...and the results were astonishing.
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
What's Next: Celebrating Eid in a time of isolationOgilvy Consulting
Join us to celebrate Eid, and understand how 1.8 billion Muslim consumers have adapted for the occasion and the preceding month of Ramadan in an era of isolation.
Focusing on Ogilvy's six baseline Ramadan and Eid trends, we’ll give insights and examples of what changed this year and what important commercial, consumer and D&I strategies brands can learn and apply across their business.
What's Next: Unlocking a powerful corporate culture in turbulent times and be...Ogilvy Consulting
Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceOgilvy Consulting
Organisations need to be ready to confront the issues concerning a post-COVID–19 workplace. Business guidance and employee sentiment is changing rapidly. But, importantly, how we prepare our people and ensure we have plans in place to work together will be critical for recovery. Join us to explore how businesses can get ready and be best prepared to reintroduce employees to the workplace
What's Next: Rapidly adjusting your customer experience strategy for the "new...Ogilvy Consulting
This week we’ll talk through the customer experience impact of changing customer mindsets and behaviours that have come with COVID-19, introduce the AWARE framework for rapid customer experience strategy modification and talk through some examples of how brands are already adjusting their strategies to meet customers’ current needs.
What's Next: Using technology to engage employees & build businessesOgilvy Consulting
Never before has technology been such an enabler for people and teams as it has since the COVID-19 crisis. While remote working is not new for many organisations, the extent and time is, which businesses are anticipating workforces to be completely virtual. How people engage virtually with each other sits at the heart of business recovery and future business continuity planning.
What you might not know is that at Ogilvy we have a specialist practice dedicated to employee engagement, experience and supporting businesses to get the most out of their people, systems and processes. In this week's webinar, our team draw on their experience delivering programmes through business crisis (shut down and restart), and offer support in how to navigate shocks, high impact events and business change in a sure-footed manner.
What's Next: Using technology to engage employees and build businessesOgilvy Consulting
Never before has technology been such an enabler for people and teams as it has since the COVID-19 crisis. While remote working is not new for many organisations, the extent and time is, which businesses are anticipating workforces to be completely virtual. How people engage virtually with each other sits at the heart of business recovery and future business continuity planning.
We are currently in the midst of the most disruptive global crisis seen in decades. There is little doubt that the aftermath of COVID-19 will have life-changing impact on societies, political systems and economies. And it will likely be the single-most important catalyst in modern history for changing consumer behaviour and attitudes. This is a defining moment for Brands, and how they react – what they do – will not only impact short-term survival, but more important, the long-term brand health that is critical to future growth.
Our speakers will draw on prior experiences with SARS, the 2008 financial crisis and the current realities in Asia, Europe and the US. In this week’s webinar they will discuss what your brand should be thinking about and how to plot a course through this world-redefining period.
What's Next: The Next Frontier in Automotive Industry Ogilvy Consulting
Between homes and offices most of us spend large amounts of time commuting but a growing awareness of transportation’s ecological impact has triggered a shift towards public and shared transport. Automobiles continue to play a significant role in society, but one that is changing. The entire automotive industry is witnessing massive disruption throughout the value chain.
Digital technology in particular is proving the lever that is shifting the gears of transformation and driving ever more innovative customer experiences. In this session we will understand the major trends driving the automotive industry and how creating and being a part of a pivotal ecosystem experience, is critical for shared success.
What's Next: Social Commerce - from transaction to truly socialOgilvy Consulting
Social is the most important contributor to e-commerce and a social commerce strategy should definitely be more than paid ads on social. Social, Messaging and E-Commerce platforms are all evolving to connect more deeply social interactions to commerce. Looking through the super rich Asia landscape what are all the different types of Social Commerce? How brands can develop, evolve their approach and capitalise on the real value of social.
What's Next: The Role of Brands in the Booming Original Content BusinessOgilvy Consulting
We live in a content-driven world and a fast-changing one at that. The explosion of consumer options from traditional TV and film to OTT, podcasting and web streaming has changed the landscape for advertisers. How do brands find their way in this new fragmented marketplace?
Join Ogilvy’s Mike McFadden (EVP Digital Transformation) and Rob Davis (Head of Digital, USA) for an in-depth conversation about brand advertising in the fast-growing streaming content space.
Scheduled guests include industry leaders Gayle Troberman (CCO, iHeartMedia), Evan Shapriro (President, National Lampoon), Chris Stefanyk (Head of Partnerships, Wattpad) and Joshua Sinel (Co-Founder/President, Storybooth).
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...Ogilvy Consulting
In the ever-changing and shifting world of expectations, disruption, and experience; brands are having to face the real challenge of transforming and evolving in an existential crisis against the possibility of becoming inconsequential. In this week’s webinar, we’ll talk about one of the most personal and public transformations in the industry with our very own Ogilvy UK CEO Michael Frohlich.
Michael will talk about the dos and don’ts he learned along the way when transforming a company, but also his observations, on the opportunities and challenges he encountered along the way.
Today’s consumer is raising their voice on social platforms and testing the limits of individual influence. They are empowered and enabled, and on a mission to matter. They’re no longer just complaining – they’re flexing social muscle to force brands to change. Whether an individual is campaigning for a cause, or on a quest for influence, or joining a rage-in on social media they can cause irreparable damage to a brand.
We are in a brutal cultural moment when the good, bad and ugly are indistinguishable to a call-out culture that can seem to care very little for the ‘why’ behind the ‘what’. Whether a brand has made an honest mistake or taken an ill-judged decision, social media enables and amplifies cycles of cruelty. To survive in the call-out culture world, brands need to think differently about how they react when they’re put under the spotlight, and how to make their brands less likely to be called out in the first place.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
2. PIERRE ROBINET
Senior Consulting Partner,
Asia Practice Lead, Health & Wellness
Welcome
MARION MCDONALD
Global Practice Lead,
Health & Wellness
DAYOÁN DAUMONT
Partner, EMEA
Ogilvy Consulting
4. Do you want
this deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting
5. Making brands matter
in turbulent times:
HEALTH & WELLNESS: DISRUPTION AND ADAPTING
FOR THE REBOUND
Beyond COVID-19
9 APRIL 2020
8. Investor interest in Chinese
technology took off. It also
triggered the digital home
entertainment market as millions of
people, confined to homes or
dormitories, looked for distraction.
It is seen as the point that led to
Alibaba taking off as those millions,
afraid to go outside, began to shop
online.
Recovery was also rapid and
most Asian economies bounced
back. Shares in Cathay Pacific
Airways tumbled 30 per cent from
December 2002 to April 2003 only
to nearly double in the next year as
populations proved keen to not
only return to normal, but make up
for lost time.
Our learnings from the SARS crisis shows that we CAN and
WILL bounce back
During the nine-month outbreak,
more than 8,000 cases of SARS
were confirmed and 774 people died
— 648 of them in Mainland China and
Hong Kong. Initially the Chinese
institutions were playing catch-up,
but over time they came to terms
with the challenge. The Chinese
government has an unparalleled
ability to marshal resources, and
Chinese culture prizes stoicism and
the ability to work through hardships.
SARS was the tipping point for the
internet as a mass medium in China
as people looked to mobile phones
and the web for information and
updates about the outbreak. Shares
in Sina, Sohu, and Net Ease soared.
9. The public role for brands is increasing
When CVS stopped selling cigarettes in 2015, they sent
a message that they owned a piece of America’s
healthcare. In the COVID-19 era, any brand claiming
a stake in the healthcare system has a responsibility
to adopt business practices that further the goal of
keeping people healthy.
- Lizanne Fontaine (RN), Chair of the Brooklyn Hospital Center
“
”
10. 0.
0.5
0.9
1.4
1.8
2.3
Cut Maintain Increase
Market share
% point
Changes in marketing
spend (as % market
size)
*Source: Hillier, Tony: Successful competitive strategies for recession and recovery
Research shows that crises punish the dithering
and reward the committed
Brands that get crisis
response right are
able to capture up to
3x more market
share through a
downturn, rebound
faster and stronger
when good times
return, for lasting
competitive gains
11. While some wellness related industries are booming right now
Vitamins
Covid-19 has sparked a sudden spike in
demand for vitamin C, vitamin D and
zinc. In Singapore, NTUC FairPrice
supermarkets reported 3 to 5 times
growth in Vitamin C sales, the Philippines
health department is buying vitamin C for
school children to boost their immunity
during Covid-19 and UK vitamin suppliers
have reported sales tripling.
Home Fitness
Home workouts and fitness equipment
are booming. Joe Wicks started his
fitness business in UK in 2012. Last
months he added 950,000 YouTube
followers and has 2 UK TV networks
vying to sign him. Sales of indoor fitness
equipment, bicycles, dumbbells, yoga
mats and skipping ropes have also seen
a significant boost.
Mental health goes mainstream
Mid-pandemic, meditation apps such as
Headspace (provided free to 1.2mill NHS
health workers in UK) and Simple Habit
opened up their memberships to non-paying
customers. BP launched support to Mind in
the UK. Mental health services and apps will
form new partnerships to support the
mainstreaming of this area.
12. The impact on Pharma's commercial activities has been
diverse and challenging
Face to Face Calls have stopped amidst
lock-downs and social distancing
Reduction or pause in non-life
threatening clinical trials
Delicate management of supply chains
with potential closing of manufacturing
sites or lack of key API ingredient
Potential delay in launches as
regulatory inspections have paused
13. The insurance industry is likely to shape up to the unfolding crisis
Raise in importance of online
technology and digital
transformation
With increasing online sales to
60%, AIA has activated a digital
platform that allows its agency force
to conduct online recruitment,
training, financial review and after-
sales services, as well as remote
signature and one-time-password
submission
Increase in demand for health
insurance
Pandemic will accelerate the
development of the insurance
industry by further motivating
demand for health insurance. This
will help it to maintain a favorable
trend in the long term, as it
refocuses on protection function
and strengthening supply-side
reform of products and services
Digital partnerships for health
insurance
Partnerships such as with
telemedicine providers provide
consumers access to value-added
health services, thereby creating a
new landscape that offers innovative
services
14. And the adoption of digital technologies is helping businesses to
collaborate and succeed
Virtual clinical trials at the comfort of
patient’s home
Engagements through doctor
community platforms
Acceleration of Tele-medicine providers
To provide most relevant services
Regulated countries such as France are
accelerating and simplifying patient access
to telemedicine
Governments are setting aside reservations about
the risks of such "couch consultations" to ease
regulations
• Germany has started relaxing rules on remote
treatment
• UK’s taxpayer-funded National Health Service has
ordered 7,000 doctors’ offices across the country to
conduct as many video and phone consultations as
possible
15. The individual is approaching life with gratitude and resilience
Physical bonding between family has
increased
Drone Photography of families staying together
during quarantine
“I have realized how
our mothers handle
everything single-
handed. Now the work
is divided, it’s a big
realization”
New-found respect &
gratitude for mothers
PHYSICAL
BENEFITS
SOCIAL/
EXPERIENTIAL
BENEFITS
RESPONSIBLE/
POSITIVE
IMPACT
MENTAL/
EMOTIONAL
BENEFITS
Houseparty is now the #1
trending app in Google Play
Movie-couching
together
Share your drawings
and make new
friends
Playing well-known games
on messaging apps with a
bot that handles everything
In-home fitness solutions soar
Ring Fit Adventure, a game for the
Nintendo Switch that promotes indoor
exercise, ran out of stocks worldwide
amid the current crisis
Staying connected and distracted online
16. And brands are already reacting to this
Employees in companies like
TikTok, Ogilvy appreciating
each other with care
packages ---- “This came in
the morning, I feel so
touched”
PHYSICAL
BENEFITS
SOCIAL/
EXPERIENTIAL
BENEFITS
RESPONSIBLE/
POSITIVE
IMPACT
MENTAL/
EMOTIONAL
BENEFITS
Headspace partnered with Hyatt to unlock
a free collection of meditations, sleep,
and movement exercises for everyone
A swimwear brand transforms its regular
customer service channels into a free avenue
that allows people to reach out if they need
something to lift their mood
Veeva is making Engage free to new clients to
help promote remote meetings with healthcare
professionals and to reduce the spread of the virus.
Nike is giving its Nike Training Club
Premium workouts free which provides
studio style streaming workouts, progressive
training programs and expert tips
17. More than ever technology is helping individuals to better manage
their health
Better disease
co-management
Access to more
communities
Access to more
telemedicine
platforms
Better monitoring of
health due to better
device connectivity TraceTogether in SG is
now downloaded by
more than 600K
population within 5
days of launch
Regular users of Natural
Cycle can also now
manage their COVID
symptoms
More using Talkspace’s virtual therapist
solution to discuss issues affecting them
Women are interacting with pediatricians and getting on
demand care through telemedicine apps such as Heal
Mobile cancer patient
support platform in
which patients can
key in responses to
medical treatments
Migraine Buddy
engaging users on
Covid stories and
migraine
management
Engaging in interactive 3D
experiences through
Spellbound AR app for
educational purposes and
improving the patient
experience
Facebook offering
community support
Google’s dedicated
COVID-19 Information
resources helps user to
navigate with right
information and also
connects on shared
activities
19. How we shape and support new behaviours
in post-outbreak recovery
RECOGNIZE AND AFFIRM NEW SOCIAL NORMS AROUND
SAFETY
New behaviours make us feel self-conscious, so it will help to illustrate
the social consensus (homophily) of the new behaviour,
eg. xx% of people like you are doing this too
20. Brand challenges now.
THINGS THAT ARE CURRENTLY ON OUR MINDS?
How will the shift to tele-
medicine platform
services influencing our
business model?
How do we
innovate to find
new ways to
integrate wellness
into healthcare post
pandemic?
How do we deal with a
public hospital crisis
within a private
environment?
HOW DO WE KEEP OUR
RELATIONSHIP WITH
OUR DOCTOR GIVEN THE
ABSENCE OF
FACE TO FACE
INTERACTIONS?
HOW DO WE COMMUNICATE
CHANGES IN STRATEGIC
DECISIONS TO OUR
DIFFERENT STAKEHOLDERS
FROM PATIENTS, DOCTORS
TO SHAREHOLDERS?
HOW DO WE MANAGE
OUR COMMERCIAL
COSTS GIVEN THE
UNCERTAINTY OF ROI
OR BENEFITS?
How do I highlight
the value of my
insurance program
and benefits to
customers?
21. How to make your brand matter across all time horizons
In time of crisis even more than in
‘normal’ times, a key challenge is to
reconcile the distinct dynamics and
requirements of different time
horizons – winning in the now, while
preparing for the medium-term, and
transforming for longer-term growth in
changing times.
Ogilvy’s OS helps marketers manage
their brand as a holistic and agile
system – where every action, every
experience builds the brand and
business in interconnected ways.
In times of crisis, the OS helps
marketers prioritize actions to take in
the heat of the outbreak, while looking
ahead to ensure their brands are
primed to take advantage of the
recovery and ‘new normal’ beyond.
MATTER
LONG TERM
(New Normal)
MATTER
MEDIUM TERM
(Recovery phase)
MATTER
LONG TERM
(Acute outbreak
phase)
How do we get on the front foor
in a changed landscape?
Re-focus on patient centricity
with agility
Re-evaluate customer experience
journeys with new HCP and
patient insights
Re-design digital transformation
beliefs and approaches of
customers and employees
How do we make up for lost
ground?
How should we respond in
unfolding situation?
22. Brand actions to matter right now:
DURING THE ACUTE PHASE OF OUTBREAK
ACTIVATECARE&OPTIMISEFUNNELMIX
SUSTAIN SHORT TERM
SALES BUT PATIENT
COMES FIRST
→ Prioritize key immediate and necessary
care services / products
→ Identify opportunities to create ‘shared
value’ programs across caregivers and
patients for common benefit
→ Optimise the channel mix and accelerate
your online shift to stay close to your
customers and partners
ENGAGE ALL CARE
STAKEHOLDERS
→ Leverage emotional needs and
requirements to design compassionate
empathetic experiences
→ Leverage social channels for open & real-
time response and communication
→ Put the care before the pills and
investigate new personalized and
convenient healthcare services
ACTIVATE YOUR PURPOSE
→ Do more, say less
→ Activate brand purpose to support hygiene
and virus containment efforts, and keep life
(and livelihoods) going
23. Brand actions to matter right now:
DURING THE POST-OUTBREAK RECOVERY
INTHERECOVERYPHASEMAKEUPFORLOSTGROUNDBYPRIMINGMOMENTUM&LEVERAGINGSHIFTS
PRIME FOR MOMENTUM
UPON REBOUND
→ Review portfolio value proposition and
identify key care products and services with
highest potential
→ Identify loyal customers, key opinion leaders,
care community leaders and best advocates
→ Approach healthcare start-ups and
platforms that matters to new consumer
behaviour to pre-empt future partnerships
INNOVATE AND RESHAPE
YOUR PORTFOLIO
→ Accelerate product and services innovation
and design new business models that may
serve new customer needs
→ Leverage health & wellness connection to
enhance your care offering
→ Revisit and prioritise DX transformation
goals, strategy, roadmap and accelerate your
patient centricity shift
SHIFT TOWARDS DIGITAL
CHANNELS & BEHAVIORS
→ Review Customer Engagement & Content
(CE&C) development & management plans
→ Address new needs and priorities across
digital content, digital services, care utility
and commerce
→ Leverage Martech and automation to
enable more personalised and contextual
creation and distribution of content in real-
time
24. Brand actions to matter right now:
DURING THE POST-OUTBREAK RECOVERY
TRANSFORMTO LEAD IN ACHANGED LANDSCAPE
BRAND
TRANSFORMATION
→ Leverage deep local insights
and new behaviors to
accelerate patient centricity
shift
→ Identify first-mover
opportunities to uniquely
differentiate products and
services
CRISIS &
SUSTAINABLE
TRANSFORMATION
→ Turn crisis-time CSR into
ongoing purposeful brand
engagement across all segments
→ Revisit Corporate Affairs strategy
and activation plans to continue
building momentum on purposeful
brand and organization positioning
CE & CX
TRANSFORMATION
→ Understand how to bring and
empathetic and compassionate
care across value-chain to drive
better customer experiences
→ Accelerate employee
experience transformation for
greater personalised engagement,
productivity and flexibility
DIGITAL
TRANSFORMATION
→ Accelerate shift to Mobile and
online based first business
Models
→ Identify opportunities to
accelerate digital innovation,
leveraging emerging
technologies for competitive
(and data) edge
25. We believe that post-pandemic consumers will notice a yawning
‘wellness gap’ - which we are quantifying for brands
This wellness movement represents a profound change in what we think of as ‘the good life’. Where we once
measured health and wellness as the absence of illness and disease, now we hold expectations of a more holistic life
where our physical, emotional and mental health are all satisfied. Staying indoors has lead more of us to assess our
personal wellness.
Ogilvy is currently quantifying the wellness gap for brands. We believe mapping the gap between wellness
expectations of brands and their delivery will provide unique insight into the unmet needs in key industry sectors.
• Snack foods (crisps/energy bars/non-alcoholic drinks/chocolate etc)
• Food (purchased at a supermarket, take-away or dining out)
• Skincare
• Airlines
• Hotels
• Financial services/banking and Cars (topline only)
Report due mid-June 2020