5 Truths About Connecting With Today's Consumer

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Gino Borromeo

A presentation I made during the Philippine Marketing Association National Congress on June 28, 2013

Negócios Espiritual

Gino Borromeo
VP/Chief Planning Officer
McCann Worldgroup Philippines
5 TRUTHS ABOUT MAKING A HUMAN
CONNECTION WITH TODAY’S CONSUMER

An informed perspective about
connecting with today’s consumer
What we’ve learned across the
McCann global network
What I’ve learned from planning for brands
at the local, regional and global level

What has changed
TECHNOLOGY EMPOWERED CONSUMERSMEDIA + PLATFORMS

In the midst of all this change,
has anything stayed the same?

“Nothing is so powerful as
an insight into human nature
- what compulsions drive a
man, what instincts
dominate his action.
If you know these things
about a man, you can touch
him at the core of his being.”
Bill Bernbach

What HAS NOT changed is
the importance of HUMANITY

Truth = A deep understanding of humanity

5 truths about making a human
connection with consumers today

The technology and platforms we have
available today allow us to create useful ideas,
not just disposable ones.

Over 50% of consumers around the
world believe that mobile technology
can help solve real-world problems like
crime and terrorism.

Truth #2: People seek ideas they can share

“The Social Economy”
Who you know
What you share
How you connect
Currency in one’s
many social circles
and networks
=

In the Social Economy, brands are meaningful
when they can help people...

Truth #3: Cultural context makes all the difference

The right idea at the right time at the right place
at the right moment at the right cultural context+ the right cultural context

How can we tap into the current zeitgeist?

“What brands can do brilliantly is
to broker change in people’s lives”
John Grant

What I value
and believe in
What kinds of
brands and
products I
choose

Truth #5: Never ever forget to touch the heart

Emotional response is the most powerful
influence on consumer decision-making

What makes people smile, laugh, cry, etc.

Truth #1: Be useful or helpful
Truth #2: People seek ideas they can share
Truth #3: Cultural context makes all the difference
Truth #4: Make a stand
Truth #5: Never ever forget to touch the heart

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5 Truths About Connecting With Today's Consumer

1. Gino Borromeo VP/Chief Planning Officer McCann Worldgroup Philippines 5 TRUTHS ABOUT MAKING A HUMAN CONNECTION WITH TODAY’S CONSUMER

2. An informed perspective about connecting with today’s consumer What we’ve learned across the McCann global network What I’ve learned from planning for brands at the local, regional and global level

4. What has changed TECHNOLOGY EMPOWERED CONSUMERSMEDIA + PLATFORMS

5. The canvass for brand creativity is more expansive than ever. We can now create experiences, not just messages.

8. COMMUNITY CONVERSATION BRAND STORY SERVICES & UTILITIES SHOPPING EXPERIENCE PRODUCT EXPERIENCE Advertising Video Digital Apps Website Retail E-Commerce Packaging Innovation Social/ PR COFFEE LUXURY

10. In the midst of all this change, has anything stayed the same?

11. “Nothing is so powerful as an insight into human nature - what compulsions drive a man, what instincts dominate his action. If you know these things about a man, you can touch him at the core of his being.” Bill Bernbach

12. What HAS NOT changed is the importance of HUMANITY

13.

14. CATEGORY CONSUMER CULTURECONNECTIONS COMPANY TRUTH Dynamics within the category and competitors Consumer attitudes, values, behaviors The brand, product or organization Overarching cultural forces and context How people use media and technology

15.

16. Truth = A deep understanding of humanity

17. Truth = Effective and Creative

18. 5 truths about making a human connection with consumers today

19. Truth #1: Be useful or helpful

20. The technology and platforms we have available today allow us to create useful ideas, not just disposable ones.

21.

22. Over 50% of consumers around the world believe that mobile technology can help solve real-world problems like crime and terrorism.

23.

24. AVAILABLE TECHNOLOGY Google Streetview technology WHAT PEOPLE CARE ABOUT To find the best hiking trails in these national parks WHAT BRAND CARES ABOUT Nature Valley supports the preservation of US national parks THE OPPORTUNITY Help people identify and preserve the best hiking trails

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26. Truth #2: People seek ideas they can share

27. “The Social Economy” Who you know What you share How you connect Currency in one’s many social circles and networks =

28. In the Social Economy, brands are meaningful when they can help people...

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33. Truth #3: Cultural context makes all the difference

34. The right idea at the right time at the right place at the right moment at the right cultural context+ the right cultural context

35. How can we tap into the current zeitgeist?

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41. Truth #4: Make a stand

42. “What brands can do brilliantly is to broker change in people’s lives” John Grant

43. What I value and believe in What kinds of brands and products I choose

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46. Truth #5: Never ever forget to touch the heart

47. Emotional response is the most powerful influence on consumer decision-making

48. What makes people smile, laugh, cry, etc.

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53. Truth #1: Be useful or helpful Truth #2: People seek ideas they can share Truth #3: Cultural context makes all the difference Truth #4: Make a stand Truth #5: Never ever forget to touch the heart

54. THANK YOU FOR LISTENING @manilapaper

5 Truths About Connecting With Today's Consumer

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