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FEELING IS BELIEVING
DIGITASLBI BREAKFAST CLUB
HOW BRANDS CAN WORK WITH CUSTOMER EXPERIENCE
IN AN EVER-EVOLVING DIGITAL LANDSCAPE
People will forget what
you said
People will forget what
you did
But people will never
forget how you made
them feel
Maya Angelou
GOOD MORNING
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
OUR MISSION
WE CREATE WORLD CLASS CUSTOMER
EXPERIENCES
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
OUR FORMULA
WE FUSE DATA, CREATIVITY AND TECHNOLOGY
DATA IS THE FOUNDATION
CREATIVITY IS HEART
TECHNOLOGY IS THE ENABLER
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
SERVICE OFFERINGS
INSIGHT &
STRATEGY
THE INDIVIDUAL
Channel
Market
Competition
BRAND
EXPERIENCE
THE BRAND
Service design
Campaigns
ACTIVATION
OWNED · EARNED · PAID
Engagement
Conversation
Awareness
PLATFORMS &
COMMERCE
CXM
E-commerce
WCM
Platform Optimizaion
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHO WE WORK FOR
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WE CREATE AWARD
WINNING WORK
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
9
USA
2850
NORDICS
250
UK
900
EUROPE
1000
APAC
1100
6000+ PEOPLE
40 OFFICES
25 COUNTRIES
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
SARA EGGERT
• Skåning living in Göteborg
• Three years at DigitasLBi
• 10+ years working with creating user
experiences for both physical products and
digital services
• Is Geek Girl by heart
Senior User Experience Architect
@eggerts
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
ISABELLA SALOMONSSON
• Värmläning in exile
• Two years at DigitasLBi
• 10+ years working with content and
communication
• Is just a geek
Lead Content Strategist
@salomonssons
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
OK, LET’S GET STARTED
WHY DO I NEED TO CARE?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE DIGITAL EVOLUTION
Electricity Light bulb Phone Internet Social Web
Internet
of Things
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
HOW WE’VE USED DIGITAL
Social Web Integrated platformsMarketing Loyalty programsProduct catalouge
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
IT IS NO LONGER A BUZZWORD
More than 70 % consider
Customer Experience to be a highly
strategic issue to be address at top
management level
Customer Experience in the digital age, Harvard Business Review, 2015
People will forget what
you said
People will forget what
you did
But people will never
forget how you made
them feel
Maya Angelou
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHAT DO WE FEEL?
Plutchik’s wheel of emotions
POSITIVE EMOTIONS
Trust
Interest
Curiosity
Wonder
Delight
Fulfilled
Happy
Pleased
NEGATIVE EMOTIONS
Distrust
Anger
Annoyance
Undervalued
Invisible
Powerless
Misunderstood
Betrayed
90% OF CONSUMERS TRUST
PEER RECOMMENDATIONS.
ONLY 33% TRUST ADS.
Nielsen / SimplyMeasured
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
A happy customer will tell about 4-6 people
about their experience
THE PAY-OFF
Nielsen / SimplyMeasured
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
An unhappy customer will tell about 9-15 people
about their experience
THE DOWNSIDE
Nielsen / SimplyMeasured
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE BOTTOM LINE
It is all my interactions with a brand
boiled down into one elusive feeling
DID YOU DO GOOD?
or
DID YOU DO BAD?
SO, WHAT’S THE DEAL?
CUSTOMER EXPERIENCE IS THE
FEELING
YOU REMEMBER
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
YOU ARE ONE BRAND
INTERACTIONBRAND
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
HOW YOU SEE YOU
Product R&D
Online
Marketing
PR
Sales
HR
MANAGEMENT
BRAND*
WHAT KIND OF EXPERIENCE DO
YOU THINK THAT WILL GIVE ME?
I GET IT!
WHY DOSEN’T EVERYONE
DO THIS?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE TOP THREE BARRIERS OF
CX IMPROVEMENTS
Customer Experience in the digital age, 2015, Harvard Business Review
1. ORGANIZATIONAL SILOS
2. CULTURAL RESISTANCE
3. INFLEXIBLE, OUTDATED TECH
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
ORGANIZATIONAL SILOS
Customer Experience in the digital age, Harvard Business Review, 2015
50
37
Organizational silos
Best in class
Underachievers
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
CULTURAL RESISTANCE
44
38
Cultural
resistance
Best in class
Underachievers
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
INFLEXIBLE, OUTDATED TECH
34
32
Inflexible,
outdated
tech
Best in class
Underachievers
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
CUSTOMER EXPERIENCE
STRATEGY
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WORK FOR CHANGE
VISION CULTURE ORG. TECH ACTIONS
CULTURE ORG. TECH ACTIONS
VISION ORG. TECH ACTIONS
VISION CULTURE TECH ACTIONS
VISION CULTURE ORG. ACTIONS
VISION CULTURE ORG. TECH
= CHANGE
= RESISTANCE
= CONFUSION
= FRUSTRATION
= FALSE STARTS
= NOTHING
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHERE IS YOUR COMPANY?
Integrated
process
Silos
Shared strategy
and communication
Fractured strategies
and communication
IT’S A JOURNEY
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE TRANSFORMATION BEGINS
TRANSITION
DIFFERENTIATION
DISTINCTION
TIME & INVESTMENT
CXIMPLEMENTATION
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
TRANSITION:
SORT OUT BASICS
• Do we have a joint approach on how to engage customers in the
different stages of the customer decision journey?
• Is our communication constructed to cater for different types of
customer behaviours?
• Is our communication consistent across all customer touch
points?
• Do we live up to expectations?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
DIFFERENTIATION:
TAKING THE NEXT STEP
• What is our primary processes towards and around our
customer?
• When are we most likely to fail our customers?
• Are we doing it right today?
• How can we create change?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
DISTINCTION:
TAKING THE NEXT STEP
• Data leads to insights which leads to optimization opportunities
• Get creative with solutions
• Explore the unknown
• Never settle
HOW TO MEASURE
A NEW TYPE OF DATA
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
EMOTION DATA
Positive
• Familiar situation
• Relaxed chore
• Cheerful mood
• History of good experiences
with a vendor
• Shopping for fun
Negative
• Startling occurrence
• Urgent problem
• Depressed or angry mood
• History of bad experiences with
a vendor
• Making a critical purchase
Experience
Positive
emotion
Negative
emotion
Context
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHEEL OF EMOTIONS
Plutchik’s wheel of emotions
POSITIVE EMOTIONS
Trust
Interest
Curiosity
Wonder
Delight
Fulfilled
Happy
Pleased
NEGATIVE EMOTIONS
Distrust
Anger
Annoyance
Undervalued
Invisible
Powerless
Misunderstood
Betrayed
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
POKER FACE?
Selfreported feelings
Observe behaviour
Facial recognition of emotions
Physiological arousal
TAKING THE FIRST STEP
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
UNDERSTANDING YOUR AUDIENCE,
MEANS YOU’RE ALWAYS RELEVANT
- How do they move and act?
- What patterns can we identify?
- Where do they experience hurdels?
- What are their needs?
- What makes them tick?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHERE DO WE START?
Attitudes Needs Behaviour
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHERE DO WE START?
Attitudes Needs Behaviour
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Ecosystem=
THE FORMULA
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESS
CUSTOMER BEHAVIOUR
IDENTIFY
NEED STATES
& CUSTOMER
BEHAVIOUR
YOUR
JOURNEY
STARTS
HERE
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS
INST0RE
BRANDED APPS
SUPPORTING SERVICES
DIRECT MARKETING
SEO
BLOGS
PRINT/TV
PR
IDENTIFYING YOUR CHANNELS
TYPE OF
CONTENT
SOCIAL MEDIA
WEBSITE
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS
INST0RE
BRANDED APPS
SUPPORTING SERVICES
DIRECT MARKETING
SEO
BLOGS
PRINT/TV
PR
CONTENT
TYPE OF
CONTENT
SOCIAL MEDIA
WEBSITE
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS
INST0RE
BRANDED APPS
SUPPORTING SERVICES
DIRECT MARKETING
SEO
BLOGS
PRINT/TV
PR
ENGAGEMENT MAPPING
TYPE OF
CONTENT
SOCIAL MEDIA
WEBSITE
CTA
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS
INST0RE
BRANDED APPS
SUPPORTING SERVICES
DIRECT MARKETING
SEO
BLOGS
PRINT/TV
PR
A EVERGREEN ECO SYSTEM
TYPE OF
CONTENT
SOCIAL MEDIA
WEBSITE
CTA
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Ecosystem=
THE FORMULA
CUSTOMER EXPERIENCE IS THE
EVER EVOLVING
END STATE
MOST IMPORTANTLY – YOU
CANNOT DO IT ONCE
THANK YOU
STAY IN TOUCH
SARA EGGERT
SENIOR USER EXPERIENCE ARCHITECT
@EGGERTS
SARA.EGGERT@DIGITASLBI.COM
ISABELLA SALOMONSSON
LEAD CONTENT STRATEGIST
@SALOMONSSONS
ISABELLA.SALOMONSSON@DIGITASLBI.COM

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What's Next in Customer Experience

  • 1. FEELING IS BELIEVING DIGITASLBI BREAKFAST CLUB HOW BRANDS CAN WORK WITH CUSTOMER EXPERIENCE IN AN EVER-EVOLVING DIGITAL LANDSCAPE
  • 2. People will forget what you said People will forget what you did But people will never forget how you made them feel Maya Angelou
  • 4. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. OUR MISSION WE CREATE WORLD CLASS CUSTOMER EXPERIENCES
  • 5. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. OUR FORMULA WE FUSE DATA, CREATIVITY AND TECHNOLOGY DATA IS THE FOUNDATION CREATIVITY IS HEART TECHNOLOGY IS THE ENABLER
  • 6. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. SERVICE OFFERINGS INSIGHT & STRATEGY THE INDIVIDUAL Channel Market Competition BRAND EXPERIENCE THE BRAND Service design Campaigns ACTIVATION OWNED · EARNED · PAID Engagement Conversation Awareness PLATFORMS & COMMERCE CXM E-commerce WCM Platform Optimizaion
  • 7. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHO WE WORK FOR
  • 8. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WE CREATE AWARD WINNING WORK
  • 9. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. 9 USA 2850 NORDICS 250 UK 900 EUROPE 1000 APAC 1100 6000+ PEOPLE 40 OFFICES 25 COUNTRIES
  • 10. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. SARA EGGERT • Skåning living in Göteborg • Three years at DigitasLBi • 10+ years working with creating user experiences for both physical products and digital services • Is Geek Girl by heart Senior User Experience Architect @eggerts
  • 11. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. ISABELLA SALOMONSSON • Värmläning in exile • Two years at DigitasLBi • 10+ years working with content and communication • Is just a geek Lead Content Strategist @salomonssons
  • 12. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. OK, LET’S GET STARTED
  • 13. WHY DO I NEED TO CARE?
  • 14. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. THE DIGITAL EVOLUTION Electricity Light bulb Phone Internet Social Web Internet of Things
  • 15. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. HOW WE’VE USED DIGITAL Social Web Integrated platformsMarketing Loyalty programsProduct catalouge
  • 16. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. IT IS NO LONGER A BUZZWORD More than 70 % consider Customer Experience to be a highly strategic issue to be address at top management level Customer Experience in the digital age, Harvard Business Review, 2015
  • 17. People will forget what you said People will forget what you did But people will never forget how you made them feel Maya Angelou
  • 18. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHAT DO WE FEEL? Plutchik’s wheel of emotions POSITIVE EMOTIONS Trust Interest Curiosity Wonder Delight Fulfilled Happy Pleased NEGATIVE EMOTIONS Distrust Anger Annoyance Undervalued Invisible Powerless Misunderstood Betrayed
  • 19. 90% OF CONSUMERS TRUST PEER RECOMMENDATIONS. ONLY 33% TRUST ADS. Nielsen / SimplyMeasured
  • 20. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. A happy customer will tell about 4-6 people about their experience THE PAY-OFF Nielsen / SimplyMeasured
  • 21. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. An unhappy customer will tell about 9-15 people about their experience THE DOWNSIDE Nielsen / SimplyMeasured
  • 22. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. THE BOTTOM LINE It is all my interactions with a brand boiled down into one elusive feeling DID YOU DO GOOD? or DID YOU DO BAD?
  • 24. CUSTOMER EXPERIENCE IS THE FEELING YOU REMEMBER
  • 25. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. YOU ARE ONE BRAND INTERACTIONBRAND
  • 26. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 27. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 28. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. HOW YOU SEE YOU Product R&D Online Marketing PR Sales HR MANAGEMENT BRAND*
  • 29. WHAT KIND OF EXPERIENCE DO YOU THINK THAT WILL GIVE ME?
  • 30. I GET IT! WHY DOSEN’T EVERYONE DO THIS?
  • 31. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. THE TOP THREE BARRIERS OF CX IMPROVEMENTS Customer Experience in the digital age, 2015, Harvard Business Review 1. ORGANIZATIONAL SILOS 2. CULTURAL RESISTANCE 3. INFLEXIBLE, OUTDATED TECH
  • 32. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. ORGANIZATIONAL SILOS Customer Experience in the digital age, Harvard Business Review, 2015 50 37 Organizational silos Best in class Underachievers
  • 33. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. CULTURAL RESISTANCE 44 38 Cultural resistance Best in class Underachievers
  • 34. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. INFLEXIBLE, OUTDATED TECH 34 32 Inflexible, outdated tech Best in class Underachievers
  • 35. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. CUSTOMER EXPERIENCE STRATEGY
  • 36. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WORK FOR CHANGE VISION CULTURE ORG. TECH ACTIONS CULTURE ORG. TECH ACTIONS VISION ORG. TECH ACTIONS VISION CULTURE TECH ACTIONS VISION CULTURE ORG. ACTIONS VISION CULTURE ORG. TECH = CHANGE = RESISTANCE = CONFUSION = FRUSTRATION = FALSE STARTS = NOTHING
  • 37. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHERE IS YOUR COMPANY? Integrated process Silos Shared strategy and communication Fractured strategies and communication
  • 39. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. THE TRANSFORMATION BEGINS TRANSITION DIFFERENTIATION DISTINCTION TIME & INVESTMENT CXIMPLEMENTATION
  • 40. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. TRANSITION: SORT OUT BASICS • Do we have a joint approach on how to engage customers in the different stages of the customer decision journey? • Is our communication constructed to cater for different types of customer behaviours? • Is our communication consistent across all customer touch points? • Do we live up to expectations?
  • 41. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. DIFFERENTIATION: TAKING THE NEXT STEP • What is our primary processes towards and around our customer? • When are we most likely to fail our customers? • Are we doing it right today? • How can we create change?
  • 42. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. DISTINCTION: TAKING THE NEXT STEP • Data leads to insights which leads to optimization opportunities • Get creative with solutions • Explore the unknown • Never settle
  • 43. HOW TO MEASURE A NEW TYPE OF DATA
  • 44. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. EMOTION DATA Positive • Familiar situation • Relaxed chore • Cheerful mood • History of good experiences with a vendor • Shopping for fun Negative • Startling occurrence • Urgent problem • Depressed or angry mood • History of bad experiences with a vendor • Making a critical purchase Experience Positive emotion Negative emotion Context
  • 45. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHEEL OF EMOTIONS Plutchik’s wheel of emotions POSITIVE EMOTIONS Trust Interest Curiosity Wonder Delight Fulfilled Happy Pleased NEGATIVE EMOTIONS Distrust Anger Annoyance Undervalued Invisible Powerless Misunderstood Betrayed
  • 46. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. POKER FACE? Selfreported feelings Observe behaviour Facial recognition of emotions Physiological arousal
  • 48. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. UNDERSTANDING YOUR AUDIENCE, MEANS YOU’RE ALWAYS RELEVANT - How do they move and act? - What patterns can we identify? - Where do they experience hurdels? - What are their needs? - What makes them tick?
  • 49. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHERE DO WE START? Attitudes Needs Behaviour
  • 50. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHERE DO WE START? Attitudes Needs Behaviour
  • 51. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. Ecosystem= THE FORMULA
  • 52. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESS CUSTOMER BEHAVIOUR IDENTIFY NEED STATES & CUSTOMER BEHAVIOUR YOUR JOURNEY STARTS HERE
  • 53. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS INST0RE BRANDED APPS SUPPORTING SERVICES DIRECT MARKETING SEO BLOGS PRINT/TV PR IDENTIFYING YOUR CHANNELS TYPE OF CONTENT SOCIAL MEDIA WEBSITE
  • 54. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS INST0RE BRANDED APPS SUPPORTING SERVICES DIRECT MARKETING SEO BLOGS PRINT/TV PR CONTENT TYPE OF CONTENT SOCIAL MEDIA WEBSITE
  • 55. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS INST0RE BRANDED APPS SUPPORTING SERVICES DIRECT MARKETING SEO BLOGS PRINT/TV PR ENGAGEMENT MAPPING TYPE OF CONTENT SOCIAL MEDIA WEBSITE CTA
  • 56. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS INST0RE BRANDED APPS SUPPORTING SERVICES DIRECT MARKETING SEO BLOGS PRINT/TV PR A EVERGREEN ECO SYSTEM TYPE OF CONTENT SOCIAL MEDIA WEBSITE CTA
  • 57. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. Ecosystem= THE FORMULA
  • 58. CUSTOMER EXPERIENCE IS THE EVER EVOLVING END STATE
  • 59. MOST IMPORTANTLY – YOU CANNOT DO IT ONCE
  • 61. STAY IN TOUCH SARA EGGERT SENIOR USER EXPERIENCE ARCHITECT @EGGERTS SARA.EGGERT@DIGITASLBI.COM ISABELLA SALOMONSSON LEAD CONTENT STRATEGIST @SALOMONSSONS ISABELLA.SALOMONSSON@DIGITASLBI.COM