The document discusses leadership in marketing. It argues that a true leader is honest about failed campaigns and committed to improvement, not just getting campaigns right from the start. It emphasizes that creative testing and having backup plans are important. A leader ensures universal agreement on goals, has backup plans, and knows the value of every marketing dollar. Leaders embrace new opportunities like mobile and data-driven marketing. Overall, leadership requires vision, communication, trust-building, and effective action.

2. What it ReallyMeans to be a Leader in Marketing TARGUSInfo Interactive Insights Summit – Where Leaders Connect Las Vegas – October 13, 2010 com

3. Mobile Marketing Rocks!(and you should do it!)

4. What’s it mean to be aleaderin marketing. Especially in the context that half the campaignsfailbefore a dollar in media is spent! 2 Items To Cover Today 1 2

5. Thesis: a Leader is… Not someone that get’s allelements in their campaignsto be effective from the start…. …but is honest when they don’t work, and is highly effective in (and committed to)improvement

6. But Let’s Look at Failure First

7. slide title $112 Billion Wasted

8. $1 Billion Ad Spending Researched 1.1 Million Consumers Surveyed

9. What Did Learn From the Research? 36% Motivations Messaging Media

10. ING’s 4 Year Campaign: Fresh Thinking

11. Today’s Ads For INGSimplifies A Complicated Financial World

12. 36% 31% Messaging Motivations Media More, What Do We Know?

13. How Big A Difference Can Creative Make? A VS. B Source: IAB Cross Media Study

14. Creative Makes A BIG Difference A B Source: IAB Cross Media Study

15. Just to See it Again A VS. B Source: IAB Cross Media Study

16. Messaging Yes, It’s That Bad, and Worse 36% 31% 83% Motivations Media

17. Didn’t Measure Mobile, but am Sure it Rocks!

19. 5 Customer Segmentations

20. 5 Ad Creative Approaches

21. 5 Magazine Schedules/Plans

22. 5 Online Plans3,125 Combinations 10 to 10th = 1 billion combinations

24. What Sticks was Written to Be… A Clarion Call* to Marketersfor Change Clarion Call * A clarion call is a powerful request for action or an irresistible mandate. Frequently used in a religious context, or in a political context, in that a politician issues a challenge for action from the public.

25. slide title What If They Don’t Take the Call?

26. Calling? That Makes me Think of MobileMarketing

27. slide title UGH! Now What?

28. So What is Leadership?

29. No storehouse of what makes advertising work General mistrust of data & research Knowing vs. doing gap Distorted lens of Marketers Fear of failure Marketing as ‘magic’ myth Poor alignment in incentives Resistance to collaboration Lack of systems for measurement / action What Sticks: Nine Problem Areas

30. slide title Illogical Ad World How do the big three auto companies set their budgets? 1 Media Director told us…

31. Donny Deutsch Even Said “We did a wonderful spot…on the Superbowl… for Mitsubishi Gallant...that stops at the end and [says] go to “seewhathappens.com.” We got about 600,000 clicks. Was that great or that not great? We told the client it was great, so it was great.” [nervous laughter] − Donny Deutsch speaking to 500 Marketers… Deutsch is the 14 largest agency in the US

32. Not Using Mobile, That’s a Real Problem

33. slide title So What Do We Do?

34. Warren Bennis Said… “Leadership is a function of knowing yourself, having a vision that is well communicated, building trust among colleagues, and taking effective action to realize your own leadership potential.” Warren Bennis: American scholar, organizational consultant & author, pioneer of field of Leadership studies. Professor & Founding Chairman of The Leadership Institute at the USC

35. Universal Agreement to Goals Have a Back Up Plan (Plan B) Know the Value of each Dollar What Sticks’ Leadership Steps

36. Universal Agreement to Goals Have a Back Up Plan (Plan B) Know the Value of each Dollar What Sticks’ Leadership Steps

37. slide title Universal Agreement How many companies had universal agreement?

38. We Should All Agree on Mobile

39. Universal Agreement to Goals Have a Back Up Plan (Plan B) Know the Value of each Dollar What Sticks’ Leadership Steps

40. slide title Have a Back Up Plan How many Companies had a Back up Plan?

41. Or Another Example For 5 select studies, creative testing was done prior to the research launch: Only 1 brand’s ads required no adjustment 2 brands found 1/2 the ads were not effective Diluting the effectiveness of the campaign 2 brands discarded ALL ads & started all over Both developed ads that scored much better Who were the 5 Advertisers? P&G J&J Kraft Nestle Target

42. Harvey Mackay Said It Best "A dream is just a dream. A goal is a dream with a plan and a deadline."

43. Universal Agreement to Goals Have a Back Up Plan (Plan B) Know the Value of each Dollar What Sticks’ Leadership Steps

44. slide title Know the Value of Each $ More Complicated, More Expensive

45. Even Bigger Came from Adjusting the Marketing Mix Introducing New Menu Item: Grilled Chicken Flatbread Sandwich Cut6.4% Reinvested 13.6% in Online Online + Broadcast 5pt Gain! 20% ofBroadcast Budget TV & Radio Point of DiminishedReturns Ad Frequency (or Budget or Time)

46. Betcha’ Leaders Use Mobile

47. What Happens When Leadership Works?

48. slide title Ford F-150 Case Study “Most Important Car Launch in Ford’s History.”Bill Ford

49. The F-150 Online Ads

50. Mobile Reaches Consumers in Their Cars too

51. How Big a Difference Can Little Changes Make? 43% One Day Reach Demo

52. Online = 10X Value Interpretation: If it cost Roadblock $1 (indexed at 100) to increase purchase consideration, then it cost $1.35 for Online, $4.56 for magazine and $11.04 to TV to achieve the same increase.

53. But Does It Impact Sales? Ford Media Mix * Cost of Portal Home Page Take-Over ad in study: $500,000 Cost of Portal Home Page Take-Over ad today: $2,500,000 Priceless! Traditional Media (TV, Magazines) $ $$$ Equal to +$1,350,000,000in U.S. Truck sales Equal to $750,000,000 inU.S. Truck sales * Approx. $200 Million Budget

54. Ford Executive Put It Best It isn't the incompetent who destroy an organization. It is those who have achieved something and want to rest upon their achievements who are forever clogging things up. Charles Sorenson Ford Motor Car

55. In fact, Online CPM was lowest in 50%of studies Online “Cost Effectiveness” was lowest in changing brand metrics for 75%of studies Why Were Marketers So Slow…When the Data is So Compelling?

56. Truth is… …No marketer wants to create a campaign that doesn’t work; And yet we do all too often

57. You CAN Improve Ad Effectiveness +0% to INFINITY in Ad Effectiveness Insights from the What Sticks Research Low High Cut out International impressions 18% to 43% Manage Frequency 50% to 70% Capitalize on Time of Day/DoW 10% to 15% Ad Size matters 20% to 54% Page Placement really matters 6% to 350% Creative is “mission critical” 0% to 400% Total Gain Possible: 0% 2910%

58. Getting to the new stuff before others do: Social Media Mobile Data Driven Opportunities Exchanges/DSP’s So Where are Those Opportunities Today?

59. What Does the Future Hold?

60. Did I say, Mobile is the Future!

61. Steve Jobs Said… “Innovation distinguishes between a leader and a follower.”

62. Will You Lead Change? I cannot say whether things will get better if we change;what I can say is they must change if they are to get better. − Georg Christoph Lichtenberg 18th-century German scientist,satirist and Anglophile

63. greg@gregstuart.com +1 631 702 0682 com www.gregstuart.com www.gregstuartspeaker.com Mansavesdog.wordpress.com www.slideshare.net/gregstuart www.twitter.com/gregstuart thank you! www.facebook.com/stuartnyc www.veoh.com/users/gregstuart www.linkedin.com/in/gregstuart

64. You Should Join the MMA.NOW!

65. greg@gregstuart.com +1 631 702 0682 com www.gregstuart.com www.gregstuartspeaker.com Mansavesdog.wordpress.com www.slideshare.net/gregstuart www.twitter.com/gregstuart thank you! www.facebook.com/stuartnyc www.veoh.com/users/gregstuart www.linkedin.com/in/gregstuart

66. greg stuart bio Greg Stuart is a recognized leader in digital media & advertising and was selected by Ad Age as one of “10 Who Made Their Mark” in 2006. He is the former CEO of the Interactive Advertising Bureau (IAB), the trade group for the interactive advertising & marketing industry. He grew the IAB’s revenues with a CAGR of 37% (overall +500%) while leading the industry from $6 billion to $17 billion in ad spending. The IAB customers included AOL, CNET, Google, Disney, NBD, Yahoo! & 400 others. Greg has more than two decades of hands-on operating experience as a proven business builder in the Digital Media and Technology arenas since 1993. He has extensive experience as CEO/Director/senior executive roles with Y&R, Sony Online Ventures, Cars.com, Flycast Ad Network and venture-backed DeltaClick. In the last two years he has served as Advisor, Director and angel investor to venture-backed companies with a resulting $750 million in exits, each at least at a 10x multiple. He’s also worked with AT&T, Alcatel Lucent & Meredith in redefining their digital media opportunities for the future. Ad Age identified his book, “What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds,” as the “Number one of 10 books you should have read”. Aside from his industry leading status in advertising and digital media, his operating expertise is in leading cross-functional teams in product development, go-to-market strategy, company positioning, business development/deal making, marketing, and scalable revenue generation with a record of success in both rapid growth businesses and turnarounds. He currently serves on the Board of Zimbio, a next generation webzine with nearly 20 million uniques and backed by Menlo Ventures and August Capital. He had served on the Board of Rapt (Accel backed), Inc. in SF, sold to Microsoft; and Board of Allyes (Oak backed) in China, sold to Focus Media. Greg has also served on the Advisory Boards of a dozen venture-backed companies in Search, Mobile, Video, Research, & Social Media backed by Intel, Greylock, Sierra, Conway, TimeWarner, USVP, Union Square, Oak VC, DFJ, Canaan, Spark, Intel, First Round Capital and others. He is a member of the National Speakers Association and speaks around the world on the failings, and thus opportunities, of advertising - Istanbul, Israel, Germany, Mexico City, Jakarta, Sao Paulo, Switzerland, Zurich, Shanghai, Sydney, Barcelona, Monaco, Tokyo and others. Greg has a BA in Economics from the University of Washington and completed Wharton’s intensive Advanced Management Program in 2008. He lives happily outside of New York City in Bridgehampton, NY with his wife Pamela, twin daughters and son. http://www.linkedin.com/in/gregstuart