The document discusses how the world is changing with the rise of new technologies and how businesses must adapt. It highlights that HAVAS provides Palm with global knowledge, best practices, and creativity to help clients. The synergy between Palm and HAVAS allows for innovation and big ideas without geographical barriers. It emphasizes that digital supports creativity and provides a better user experience, and that social media will continue growing in importance. Mobile usage and revenue are also rising significantly.

1. Connect to the World
Workshop
By Palm+Havas team
In synergy with the HAVAS network

2. Welcome
•Share and inspire
•A Canadian agency with organic links to the
world
• With in-depth Digital knowledge
•HAVAS
•We need to change the way we do things because
the world is changing and it’s time for opportunities –
it’s time to do things differently
Twitter: @martyboy008

3. Global power is changing

4. The economy is changing
Financial crisis
The old capitalist system needs to be reviewed
GM uses surgical bankruptcy to survive

5. Social Evolution
•Barak Obama elected
•1 in 8 U.S. married couples met online
•11 million Facebook accounts in Canada

6. Consumers’ relationship with
technology is changing

7. The media landscape is changing

8. Change = Opportunity
•Innovation
•Strategic consultant
•CONSUMER-CENTRIC
•Using technological innovation to create value in
people’s REAL lives and support the brand
•Be 360 , be integrated, be relevant
•Get connected to the world - HAVAS

9. PALM+HAVAS =
Canadian agency + organic links to the world
Havas:
World trends
Knowledge
Best practices
Creativity
Resources
Speed, flexibility

10. Synergy
No geographical barriers
Synergy with an HAVAS expert
Create added value
Synergy creation with the network is now a
reflex for PALM
For big ideas and big results

11. Creative Cycle for Results
Planning
Innovation Integration

12. Savoir+Inspirer:
Réflexion, Outils et Inspiration
façon Palm+Havas

13. Innovation in the digital world
Martin Aubut, Digital leader, PALM+HAVAS
In synergy with George Gallate,
Global Chairman, Euro RSCG 4D

14. It’s time for the industry to integrate
GEEKS into the party…
•Twitter: @martyboy008 @palmhavas
•Background
•A Canadian agency with organic links to the world
• With strong Digital knowledge
•HAVAS:
•Global
•Innovation and best practice
•Innovation is key, when the world is going Digital

16. Business models are changing
56- SP 8,1-IP 2.5% Limited attention span
Mobile –Wants a unique experience on all devices
–Does not want Ads but specific offers
(profiling)
Web TV Retail
experience
http://lady.openid.canoe.ca
User behaviour is evolving
75-61HS% –Multi-tasking, ID, platform
–Visits a lot of websites; wants a
Web as a platform custom experience, personalization
–Data portability –Is now engaged and has an online
–Single ID (about me) reputation (SMM)
–Applications –Every user is a MEDIUM - tools
–Content (semantic) –Wants to combine his/her content
and activities

17. Media innovation
•Economy of attention
•Advertisers battle for attention:
•be different + be relevant + be worth it
•When you have their attention:
•make it smart – make it fun, make it an unforgettable
experience
• Advertainment is a marketing method that distributes
advertising (commercial) messages via an
entertainment content or format

18. Augmented reality
User + Idea + Strategy + Media +Measurement + Buzz
•

19. It’s not fake
http://ge.ecomagination.com/smartgrid/#/landing_page
http://www.youtube.com/watch?v=NK59Beq0Sew&feature=related

20. Advertise Generated Content
So many ways to communicate: human, cool

21. Use innovation to create value
Digital supports Big Idea -- 360 – it‘s a really good story

22. Digital Signage
Out of home + experience + WOW + play + support creativity

23. Web is a platform
Technology support + inspire creativity and give a better user
experience
Trends
•Data portability -- standard
•ID -- SSO
•Content (semantics)
•Application standard
•Web service
•Widget

24. •Use Facebook Connect to login to an external Facebook application
•Use data portability to exchange data between platforms
•Better experience for users and potential profiling for the marketer
•Will help distribute your content and brand on social media platforms to create buzz

25. Data exchange between platforms on a permission basis

27. •Friends and pictures are transferred and my ID is used to access a Chat web service
•For advertisers, less time needed to develop app and increased data acquisition (simplicity)
•Viral (people are media)

28. Social media - Next step
Future: social media will be THE media
•Social applications will be everywhere
•Multiple platforms: mobile, web TV
•Measurement will be MAJOR
•Twitter and Facebook will continue to grow in the short term
•Social media will bring profiling to the next level
•Learning:
•Keep it real – human
•Work all platforms as a system
•Everybody wants to be a star – give them the opportunities
and guide them (Guru)
•Logic objective – SMM is a long-term strategy

29. Mobile – What’s up
•56% own a mobile (QC) – World 60% - 2013 83%
•8.1% Smart phone (QC) – 14% (US)
•2.5 % iPhone (QC) -- (35% BB vs. 26% iPhone) US
Usage in QC
•58% e-mail
•37% TXT
•37% Browsing – search
•Tks to TXT-Mktg conseils
http://www.cefrio.qc.ca/fr/documents/publications/NETendanc onees-2008--evolution-de-lutilisation-dInternet-au-Quebec-depuis-1999.html
E-marketer

30. Mobile – What’ s up (Revenue)
• Revenue in Canada grew from
$1.1 million in 2006 to expected in
2008 to $5.2 million/1,2Billion
• Positive
– Massive investment from
Videotron and carrier on 3G
– Google Android , Smart
Phone, Palm
• Challenges
– Small size of the Mobile
Internet-enabled audience
– Revenue-building restrictions
imposed by the current
Carrier/Provider business
model
– Moderate penetration of Smart
Phone
– Education, standard, Skills
– User experience (device)

31. Mobile is cool
Users :
• An extension of your virtual life – always connected to your
content, your friends, your work,
• Your tool to have a better life
• Mobile is a sexy device that show your personality and
status
Marketer :
• Measurability
• Very immediate, targeted media
• Geo localization
• Real time promotion
• Opt-in nature of the advertising (Permission marketing)
• Use it as a person extension
Industry : growth
• Move from one-off experimental campaigns to becoming an
important part of the overall Interactive marketing mix.

32. Mobile – is real time value
• Use it as an innovation and e-pr capabilities
• Integrate mobile as a part of the integrated campaign
base on the BIG IDEA
• Think about content that the consumer wan to bring with
them
• Think about real time, what is the benefit we can give to
the user now – apps, game, content , promotion
• Give the right target real value and make it fun
• Respect the code (txt) and culture
• Collect data step by step on a permission base

33. Quick start-- SMS - WAP
Campaign description: Campaign
Mobext created a web- description:
based campaign to Mobext put together a
generate test-drive
Bluetooth action in
leads to the new C4 Madrid’s Airport.
Pallas.
Twenty antennas were
Web banners in installed in different
different web sites strategic points (waiting
enabled the prospect to areas, luggage
insert his/her claim, etc.) enabling the
name, mobile number downloading of
and zip code. applications, images
The application and gifs of the new VW
automatically matched EOS, and offering the
each zip code and possibility of scheduling
delivered a SMS with test drive.
the nearest dealer
location for a test-drive.
# Technology: Web +
SMS

34. Games
Objectives:
•Position VW as an innovative brand
•Generate leads for dealers
•Book a test drive
•(GPS, Google map)
Positives:
•Part of an integrated campaign
•Good PR to spread the word to influencers
Negative:
•Platform was not that stable, brought bad
comments on the apps, could harm the brand
Results:
•820,000 downloads in 1 week
•Top 1 Europe, Top 10 U.S.
•105 comments on the apps
•Online coverage (buzz)
•Number of test drives?

35. Application – add value :)?

36. Applications – real time, real value

37. Innovation
It’s you;
Clients’ goodwill
PALM+HAVAS employees’ creativity
Our suppliers’ support and passion
Innovation, it’s us… Thank you!

38. Bonus – inspiration

39. Conclusion
•The world is changing
•A Canadian agency with organic links to the
world
•With in-depth Digital knowledge