it is not about adding a new discipline, but about changing the way everyone works, everyday

1. Leadership developmentprogrammthe end ofdigital kaiplatschkechief digital officer mccannworldgroupfrance10.06.2010prague

2. What i do not want to talk about today

3. Consumers have taken over media

4. Web 2.0 3.0 4.0 etc.

5. Nike+

6. Forget about « digital »

7. Digitalisonly the opposite of analogue

8. DIGITAL ? THE 2010 RAZORFISH OUTLOOK REPORT TOPLINE FINDINGS

9. Digital is not a channel TV PRINT POS CRM DIGITAL

10. TV is DIGITAL

11. PRINT is DIGITAL

12. OOH is DIGITAL

13. SPONSORING is DIGITAL

14. productis DIGITAL

15. all channelswillbe digital TV PRINT POS CRM DIGITAL DIGITAL DIGITAL DIGITAL

16. There is no « digital » for consumers

17. There is no « social » for consumers

18. 2009 (2008) ONLINE USER DECLINATION ONLY 1 YEAR DIFFERENCE JOINERS RISING HIGH Base: 13,834 EU online adults Source: European Benchmark Survey, Q2 2008 & 2009

19. all channelswillbe social TV PRINT POS CRM DIGITAL DIGITAL DIGITAL DIGITAL SOCIAL SOCIAL SOCIAL SOCIAL

20. There isonly « life »

21. Facebook is life

22. Gaming is life

23. Using a Mobile phone is life

24. Samesame but different for the agencies

25. color

26. Fromsayingto doing

27. Advertisingneeds to help brands tobecome part of life

28. Frombuyingreach to winningit

29. media agencieswillbe people agencies

30. brands as calls to action

31. brands as calls to action

32. you have to be the brand youpretend to be

33. bloggerscan’tsaveyour life!

34. It’s a marketing shift

36. The problemwith the adaptation speed CONSUMERS AGENCIES CLIENTS

38. AdaptationLevels

39. 321

40. 360

41. 365

42. Customer utility

43. zipcar

44. MINT

45. FED EX

46. LEXUS

47. obama

48. useful new engagingballs brand transformational accessibleexecution

49. Finding a place for digital in the agency

50. If webelievethis, then … TV PRINT POS CRM DIGITAL DIGITAL DIGITAL DIGITAL SOCIAL SOCIAL SOCIAL SOCIAL

51. 360 ideasdigitalized 365 SM concepts Microsites (Banner) Campaigns McCANN DIGITAL Online Branding FB ADVERTISING BRANDING The CP comesfrom one of ouragencies and isresponsible for overall coordination MEDIA MB CLIENT PARTNER MULTIMEDIA G Online touchpoints Owned, paid, earnedshares SEO, SEM Performance Research PR Video Content Broadcasting WebTV Online Events BTL POS WS CRM eINFLUENCE Relatiponships to online journalists and bloggers eINFLUENCE Relatiponships to online journalists and bloggers Online kiosks at POS, interactive touchscreens and isntallations eCommerce Online CRM porgrams Loyalty/ point systems CommunityMgmt and customer helpdesk Online portals Customer Utility MRM

52. ANGLE

53. thinking

54. From a strategy to a digital strategy?

55. BRAND VISION STRATEGY COMMUNICATION THEME COMMUNIC. INFLUENCE DIGITAL STRATEGY PLATFORMS DIGITAL STRATEGY

56. TOGETHER FROM THE BEGINNING DIGITAL TRADITIONAL ONLY ONE BOAT

57. HOW Can I help you?

58. ABC APPROACH Audience insights Target groups, values, way of life? Role of the product or brand? Needs, motivations, barriers? Which media? …audience continued When, where, how often, how long? Information gathering behavior: brand sites, information portals, weblogs, communities? Who are the opinion leaders? A C B Competitive insights Digital market drivers? Today? Tomorrow? Category competitors? Digital competitors? What could the brand do which would be unique in this context? Brand insights SWOT analysis? Desired digital brand experience? Role of Internet and mobile? Communication goals? Which digital added-values possible? Strategic recommendations

59. Planning Framework BRAND ROLE BRAND ESSENCE STRATEGY GOAL BEHAVIOURAL PILLARS PLATTFORMS

60. cases

61. casel’oreal

62. caseNESPRESSO club

63. case

64. casemaybelline

65. trends

66. Digitalized reality

67. PERSONALIZATION promote reward entertain inform young adults stakeholders mums & families General info / MUYOM

68. young adults

69. mums & families

70. stakeholders

71. Clever-er retail

77. « Paying? »Cleverspreadsimplyviewed

78. Technologyisnever a barrier

79. No fear

80. All predictions come true

81. cars willfly

82. End of linear tv

83. internet willbeeverywhere and free

84. All media willbestreamed (free of charge?)

85. mastercardwill not be a plastic cardanymore

86. Learnunlearnrelearndailythanks.