A program I developed and led, laser-focused on enriching and up-leveling skills and credentials in mobile marketing across Carat and the balance of the Aegis Network. Introduces notion of "best practices" and "next practices", engaging workforce (young talent particularly) with connected learning events and experiences that drive ongoing participation and learning through doing.

1. AMA MOBILITY
Reinvention Business Overview
November, 2012

2. purpose vision strategy
framework
1 2 3 4
7
solutions
85
team
5
capes
intro
development

3. mobile has presented us with a
unique opportunity to understand
consumers in a much more
complex environment rather than
a simple two or three-dimensional
customer model

4. and it must deliver on the
understanding that people
will use different devices for
different reasons at any
given time.
It requires a unique
service framework built
around the everyday
needs of people in the
real world

5. products and brands are both part
of a unique context where they
can provide tremendous value
we must focus on adding
value to those contexts
where we are appreciated
BRAND
PRODUCT
within this shared
context is where the
opportunity exists to
create new and
innovative value-
based services for
consumers

6. We are moving from channels to an
ECOSYSTEM OF TOUCH-POINTS
Increasingly, products and services are
being consumed as EXPERIENCES
Think before and beyond the sale.
Think about THE WEB OUTSIDE

7. purpose1. leverage Brand and Partner resources to provide every Aegis
employee with the knowledge and resources to develop
world-class mobile strategies and campaigns
make each Brand’s approach to mobile native to their service offering and culture to ensure they
deliver on their unique service propositions
develop scalable mobile solutions and products that are built to solve our client’s challenges
EXPERTISE AND CONFIDENCE IN:
1) DEVELOPING AND RECOMMENDING MOBILE STRATEGIES
2) DELIVERING MOBILE PROGRAMS THAT DRIVE DELIBERATE BUSINESS VALUE
outcome

8. 2.vision
mobile is not a channel, it is a true
touch-point that can thread the entire
brand narrative
it can stitch stories and enable interplay
between channels with the consumer as
active participant
mobile experiences transcend
channels, spaces and time
it’s all about culture, environment,
intent and technology
it’s about being aware of the infinite
possibilities, but also developing and
refining a success and value framework
OBSERVATIONS & INSIGHTS
IT’S NOT ABOUT KILLING
OLD STUFF TO MAKE
ROOM FOR NEW STUFF
IT’S ABOUT MAKING
EVERYTHING MORE
CONNECTED AND VALUABLE

9. strategy
3) GROW:
LEARN & LEAD TRIBE MODEL
3.leverage our size, agility and operating
model to accelerate transformation
create a learning and development
system built to scale across all Brands in
all locations
develop T-shaped talent: people who
are subject matter experts in their current
role, but also are broadly knowledgeable
about mobile, technology and business
go faster through co-creation with our
media and technology partners
reduce complexity and friction by
developing turnkey mobile solutions
and standardizing approach to mobile
services
establish responsibility and
accountability at agency leadership and
account team levels
1) LEARN:
DEVELOP T-SHAPED PEOPLE
2) BUILD:
MOBILITY SOLUTIONS

10. mobile marketing must occur at
the account team level by mobile
specialists -- individuals with an
intimate understanding of the
account who have been recruited
based on their knowledge and
interest in mobile
achieves efficiency and effectiveness
through shared organizational
intelligence accessible via web-
based collaboration tools
high-level mobile strategies, alliances
and other corporate-level
directives will be driven by the
Aegis Mobility Center of
Excellence DISTRIBUTED KNOWLEDGE
MOBILE EXPERTISE
DEEPLY EMBEDDED
WITHIN EACH BRAND AT
ACCOUNT TEAM LEVEL
development4.

11. a series of training courses curated by Reinvention and hosted by sub-
discipline experts handpicked from our media, technology and
industry partners
delivery of pre-packaged courses
active and participatory learning
outcome-led learning experiences that enable us to career-path our
talent and achieve our reinvention goals simultaneously
MOBILITY
MASTERCLASS
SERIES

12. DATE HOST COURSE FEATURING COURSEWARE GUEST
12/13/2012 MOBILE
FUNDAMENTALS
The Mobile Playbook: Guide to Winning
with Mobile
Tim Ries, Group Head
Abigail Long, Anthropologist
1/24/2013
MOBILE RESEARCH
comScore Mobile Analytics Suite:
MobiLens & Mobile Metrix Platform
Training
Ian Chin, Carat
ComScore Rep
2/7/2013
IMMERSIVE
STORYTELLING
THROUGH MOBILE AND
iAD
Spotlight on the role of game
mechanics, storytelling, rich media, and
mobile behavior in developing successful
mobile campaigns
Ed McCormack, iAd
2/14/2013 MOBILE ECOSYSTEM
An unpacking of each category of the
mobile value chain
Jason Newport, Carat
3/7/2013 MOBILE DISPLAY
Options in standard and rich media, best
practices and what’s next for this space
Alison Merlino, RVP
Marcus Startzel, SVP
4/11/2013 MOBILE VIDEO
Exploring options in In-stream, mid-
stream, pre-roll, and other formats
Tom Hammer, SVP
4/25/2013 MULTI-SCREEN
MARKETING
Companion apps, social TV, SmartGlass
and the living room of the future
Kavel Khan, VP
5/9/2013 SOCIAL TV
Optimizing brand TV investment for
interactivity, participation and
community.
Melissa Barnes, Agency
Advocate
5/23/2013 MOBILE GAMING
Social gaming, casual gaming,
MMORPGs, in-game brand integrations,
and location-aware.
Tim Ries, Group Head
Abigail Long, Anthropologist
6/6/2013 LOCATION-BASED
BASICS
How to leverage user location with any
mobile program. Topics will include geo-
fencing, in-app and mobile web display,
and other proximity technologies
Jason Brenner, VP

13. team
5.

14. Jason Newport
Group Head
Mobility
Aegis Media
core team
Ray White
Group Head
Social & Mobile
Aegis Media
Raphael Lopez
Group Head
Social
Aegis Media
Paula Gupta
Director
Program Management
Aegis Media
Tara Moss
Integrations Director
Social & Mobile
Jumptank
Kerri Smith
Mobile Lead, iProspect
Dave Meeker
Mobile Lead, Roundarch
Brad LaMendola
Mobile Lead, Carat
Alex Kim
Mobile Lead, Posterscope
Jack Swayne
Mobile Lead, Vizeum

15. mobile
capes
6.
Mobile Coupons
SMS/MMS Lifestage Mgt
Mobile Loyalty programs
QR Codes & Scanning
Augmented Reality
Campaign Measurement
Advanced Reporting
Ad Serving
Sense & Respond
Optimization
Retargeting
Media, Advertising, Communications,
Specialized, Brand, Shopper, Vertical,
Experiential, Search
Media Planning & Buying
SEM, SEO
Static and Rich Media
Mobile Display
Content Distribution
Cross-screen Behavior
Impact Analysis
Social Mobile Behavior
Mobile Shopper Studies
MEASURE &
ITERATE
UNDERSTAND
DESIGN &
DEVELOP
DEPLOY &
INTEGRATE
CAMPAIGN
MANAGEMENT
DATA &
ANALYTICS
MOBILE
STRATEGY
AUDIENCE
RESEARCH &
INSIGHTS
BEHAVIORAL
STUDIES
EXPERIENCE
MOBILE
SITES & APPS
MEDIA
PLANNING &
BUYING
MOBILE
ADVERTISING &
ENGAGEMENT
PROMOTIONS &
CRM
Site, App and Tablet Deign,
Development and
Measurement
Scenario Planning
Content Development
Concept Development
Interaction Design
Primary & Secondary Research
Syndicated Research
Mobile Media Consumption

16. INTERACTIONINTERACTIONINTERACTION
Advertising Media
Planning &
Buying
Experiential
Shopper Engagement
Planning
mCRM
Content
Distribution
Data &
Analytics
mCommerce
MEASURE &
ITERATE
UNDERSTAND
DESIGN &
DEVELOP
DEPLOY &
INTEGRATE
INSIGHT
ARCHITECT
INTERACTION
framework7. INSIGHTINSIGHTINSIGHT
Research Strategy Ideation
Inspiration ThinkTank Understanding
ARCHITECTARCHITECTARCHITECT
Mobile Sites Branded Games Concept
Development
Smartphone Apps Experience
Design
Prototypes
Tablet Apps Content
Development
Interaction Design

17. modern consumer desires and
business challenges should not only
influence business decisions -- they
should direct our business operations
1) PRODUCTS EASIER TO EVALUATE THAN SERVICES
2) CONSISTENCY WHEN REPLICATED
3) DECREASES SALES CYCLES
4) SIMPLIFIES TRAINING PROCESS
5) IMPROVES CREDIBILITY
6) MAKES EFFICIENCY PROFITABLEsolutions8.
rationale

18. MEASURE &
ITERATE
UNDERSTAND
DESIGN &
DEVELOP
DEPLOY &
INTEGRATE
CAMPAIGN
MANAGEMENT
DATA &
ANALYTICS
MOBILE
STRATEGY
AUDIENCE
RESEARCH &
INSIGHTS
BEHAVIORAL
STUDIES
EXPERIENCE
DESIGN
MOBILE SITE &
APP
DEVELOPMENT
MEDIA
PLANNING &
BUYING
MOBILE
ADVERTISING &
ENGAGEMENT
PROMOTIONS &
CRM
HOME
PARTICIPATION
TV
CLUSTERING
SOLUTIONS
AROUND BRAND
CHALLENGES &
OPPORTUNITIES
MOBILE
PERSONAS
CONSUMER
CCS MOBILE
ETHNOGRAPHY
LOCALCONQUESTING
MOBILE
CIRCULAR
MOBILE
SHOPPER

19. MEASURE &
ITERATE
UNDERSTAND
DESIGN &
DEVELOP
DEPLOY &
INTEGRATE
CAMPAIGN
MANAGEMENT
DATA &
ANALYTICS
MOBILE
STRATEGY
AUDIENCE
RESEARCH &
INSIGHTS
BEHAVIORAL
STUDIES
EXPERIENCE
DESIGN
MOBILE SITE &
APP
DEVELOPMENT
MEDIA
PLANNING &
BUYING
MOBILE
ADVERTISING &
ENGAGEMENT
PROMOTIONS &
CRM
MOBILE
PERSONAS
HOME
PARTICIPATION
TV
REINVENTION TOUCH-POINTS
CONSUMER
CCS MOBILE
ETHNOGRAPHY
LOCALCONQUESTING
MOBILE
CIRCULAR
MOBILE
SHOPPER
REINVENTION

20. 1) SUITE: “mobile marketing” in one box
2) PLATFORM: a "mobile marketing backbone" connecting our products
and solutions under one operational services structure
3) PORTFOLIO: a flexible collection of loosely-coupled products and
solutions that are highly adaptive and impervious to changes in the
marketplace
MOBILE SUITE MOBILE PLATFORM MOBILITY PORTFOLIO
LOCAL MOBILE
VIDEO
CONSUMER
AUDIO
PUBLISHING
SOCIAL
RESEARCH PLACE-BASED
LOCALCONQUESTING
MOBILE POP-UP
STORE
MOBILE
SHOPPER
DOOH/MOBILE
AUGMENTED
RETAIL
NFC
mCOMMERCE
MOBILE
VISUAL SEARCH
MOBILE
CIRCULAR
MOBILE
SHOPPER
MOBILE
CONQUESTING
PARTICIPATION
TV
CCS MOBILE
ETHNOGRAPHY
MOBILE
PERSONAS
HOME
CONSUMER
BULLSEYE
HOME
AUTOMATIOIN
3-SCREEN
BEHAVIOR
MOBILE AD
POLLING
CCS MOBILE
ETHNOGRAPHY
REAL-TIME
MOBILE
RESEARCH
DOOH/MOBILE
SMS SURVEYS
MULTI-SCREEN
STUDIESRESEARCH
CONSUMER
BULLSEYE
MOBILE
PERSONAS
3-SCREEN
BEHAVIOR
MOBILE AD
POLLING
CCS MOBILE
ETHNOGRAPHY
REAL-TIME
MOBILE
RESEARCH
DOOH/MOBILE
SMS SURVEYS
MULTI-SCREEN
STUDIES
NOVEMBER JANUARY MARCH
we are pursuing a three-
phase strategy for scale in
the Marketing Solutions
space.

21. SOLUTION COMPANION PIECES

22. appendix

23. Mobile Coupons
SMS/MMS Lifestage Mgt
Mobile Loyalty programs
Mobile Win-Back
mCommerce
QR Codes & Scanning
Campaign Measurement
Advanced Reporting
Ad Serving
Sense & Respond
Optimization
Retargeting
Media, Advertising, Communications,
Specialized, Brand, Shopper, Vertical,
Experiential, Search
Media Planning & Buying
SEM, SEO
Static and Rich Media
Mobile Display
Content Distribution
Experiential/Event Integration
Cross-screen Behavior
Impact Analysis
Social Mobile Behavior
Mobile Shopper Studies
MEASURE &
ITERATE
UNDERSTAND
DESIGN &
DEVELOP
DEPLOY &
INTEGRATE
CAMPAIGN
MANAGEMENT
DATA &
ANALYTICS
MOBILE
STRATEGY
AUDIENCE
RESEARCH &
INSIGHTS
BEHAVIORAL
STUDIES
EXPERIENCE
MOBILE
SITES & APPS
MEDIA
PLANNING &
BUYING
MOBILE
ADVERTISING &
ENGAGEMENT
PROMOTIONS &
CRM
Mobile Site, App and Tablet Design,
Development and Measurement
Scenario Planning
Concept Development
Context Planning
Interaction Design
Primary & Secondary Research
Syndicated Research
Mobile Media Consumption
mapping

24. converged services

25. MOBILE PERSONA SOLUTIONCLIENT CHALLENGE
How do we develop
meaningful interactions at
peak moments that optimize
accessibility, relevance, and
value?
How do we know who our
mobile users are and the
best way to engage
them?
Leverage the combined resources of Copernicus, Carat and Vizeum to
develop a solution that enables a thorough understanding of the
unique attributes and activities of mobile consumers -- and the ways
in which brands can develop mobile services that add true value to
their everyday lives.
Next Steps:
1. Reconcile Copernicus and Carat research and insights offerings.
2. Define value.
3. Define product.
4. Define target.
TEAM
Jennifer
Ian
Jack
Jason
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26. CLIENT CHALLENGE
TEAM
Jason
Ian
CCS MOBILE ETHNOGRAPHY
Develop a mobile ethnography platform that asks respondents to
record their behavior in real-time using photos, videos, voice and
text inputs. For example, using video footage submitted from
respondents to help retail and CPG brands better understand the
consumer’s path to purchase and how to influence it. This evolution
of CCS would extend the study to the real-world in real-time.
Possible Approach:
Recruit existing CCS respondents to participate in mobile
ethnography studies. Surveys can be fully personalized based on
existing CCS profile data
Next Steps: work with Michelle Lynn/Carat Research & Insights to
determine how/if this could integrate with CCS, and her estimation
of what value it would create for clients. Work with account teams to
I.D. scenarios for use. Investigate software options from Resolve
Market Research, iPinion, Toluna and Lightspeed.
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How can we gain a deeper
understanding of our
consumer at the precise
point of thought?

27. LOCAL MOBILE SHOPPER PLATFORMCLIENT CHALLENGE
How do we integrate the opportunities
enabled by a constantly changing mobile
environment with traditional retail
communications?
Create a hyper-local mobile shopper marketing
platform that transforms these challenges into real
competitive advantage through geo-spatial local
insights, real-time speed and scale, and impact on
sales -- a modern, integrated shopping experience that
connects the digital and physical .
Next Steps:
1. Reconcile RMI shopper solutions with iP local mobile
search and display products and Posterscope’s OOH
localized offering.
2. Define and develop a unified product that transcends
media channels and surrounds the consumer door to
store...
TEAM
Valentina
Kerri
Alex
How do we utilize
mobile to put the
right merchandise,
price and offers in
front of consumers –
in real time and
integrated with their
physical shopping
environment?
How do we integrate mobile with
brick and mortar to create a
streamlined shopping
experience?

28. CLIENT CHALLENGE
TEAM
Kerri
Jason
Alex
MOBILE CONQUESTING
How do we steer consumers
with high purchase intent
away from competitors and
redirect them to our locations?
The brand battlefield has gone mobile. As we saw with the impact
of paid search and display in digital, competitors conquesting is
again being re-imagined with with mobile. Broad penetration of
mobile devices and precise targeting enabled by networks and
satellites now make it possible to make our competitors‘
customers our own.
Create a comprehensive mobile conquesting solution that
considers time, place, proximity, climate, mobile device behavior,
etc in driving consumers away from our clients‘ competitors, to our
clients‘ physical and mobile stores.
Next Steps: ID all of the possibilities in paid mobile search/bid by
distance, location-aware mobile display, SMS geo-fencing, and
DOOH to create a modern conquesting platform.

29. INTERACTIVE TV SOLUTION SUITECLIENT CHALLENGE
We are spending more and
more to reach consumers via
broadcast - but due to
multitasking and fast forward
they are less likely to engage.
How do we maximize our
broadcast spend and
connect consumers to
our content on
smartphones and
tablets?
Create a connected viewing solution for clients.
Leverage Storylab and iPowow to determine if
we have an existing technology that already
works, and use this as a starting point to an
expanded suite of interactive TV products.
Next Steps:
1. Investigate existing solutions - iPowow
2. Address social TV, tablet and smartphone
companion apps, and participation TV
3. Develop a 2-sided business model that
generates revenue from supply and demand
sides
TEAM
CJ
Jeff
Jason

30. CLIENT CHALLENGE
Brands continue to be
confounded by a
fragmented mobile
landscape with competing
ecosystems, standards and
operating systems.
Investments in mobile
assets (owned media) are
often exclusive to a
silo’d ecosystem. How can
we create mobile web and
app experiences that
span platforms?
Create an “extender” product that leverages a
brand’s current investment in a mobile app and
extends compatibility across all other major OS
environments: iOS, Android, Windows,
Symbian, and RIM.
Next Steps:
1. Audit internal tools from Tigerspike and
Isobar
2. Audit solutions from Phone Gap, Titanium,
Appcelerator, Rhomobile, et al
3. Define addressable opportunity/client
scenarios.
4. Define product and gather requirements.
5. ID client engagement scenarios
TEAM
Dave
Christian
PLATFORM & INVESTMENT EXTENDER

31. CLIENT CHALLENGE
The retailing of mobile content
within app store environments
has created a challenge for web
and mobile marketers who have
relied on SEO, SEM, and web
display.
Develop a solution that ensures discovery of
brand mobile assets (e.g; apps, podcasts,
catalogs, videos, et al) in app stores and
marketplaces. Solution composition will
include paid, owned and earned media: app
review outreach, CPM/CPD/CPI/CPC paid
media, app store category selection
recommendations, rich media gameplay
features, how to leverage video, how to flight
media and outreach pre-launch, at launch, first
week and beyond -- and retention strategies to
ensure download:usage ratios are maximized.
Next Steps:
1. Christian to share best practices used for
publisher clients, namely The Economist
2. Kerri to share paid mobile search and
display best practices and successes
3. Team to define a 360 approach that drives
downloads and usage
TEAM
Kerri
Jack
Jason
APP STORE OPTIMIZER
How do we optimize
our client’s mobile
content for discovery in
app stores where SEO,
SEM and web display
currently have no
relevance?

32. CLIENT CHALLENGE
As more consumers
instinctively turn first to
their mobile devices, how
can marketers make all
their paid media drive
better engagement?
Operationalize a solution that ensures ALL media, in every
instance, has a unique mobile experience associated with it.
This solution would instantly bridge media channels and add
personalization and relevancy to everything we do -- across all
channels. Every print ad would be scannable. Every TV spot
Shazamable. Every radio spot would include drive to text a
keyword to a shortcode, every OOH poster would be mobile-
visual-search enabled.
TEAM
Christian
Kerri
Alex
TOTAL TOUCHPOINT MOBILITY
And most importantly, traditional media would simply become the entry point for
brand experiences on the handset. Engagement planning and media buying would
be re-imagined to include a mobile experience in every instance. Consumers
would become conditioned to understand that there is always a brand interaction
opportunity every time they see paid media...
Next steps: Identify every paid media possibility across all channels; reconcile with
the ideal mobile experience: what would add value in this moment and how do we
deliver on mobile handsets? Content? Coupons? Community opportunity to interact
with others who have performed the same action and left a message for like-
minded peers?
How do we operationalize this solution so it is consistent and scalable.
Investigate Tigerspike’s abilities to provide all of the above.
Verticalize the solution and map consumer experiences for key segments.

33. CLIENT CHALLENGE
The roaring engine of
change is technology and
consumers continue to
embrace its role in their
everyday lives at a rate that
is outpacing brands. How
do brands catch up?
How do they harness the
power of innovation while
continuing to pursue scale
opportunities? What do
they need to do now to
ensure they not only
survive, but thrive in the
future economy?
Develop a future readiness solution that is customized for
each brand client based on their unique challenges and
unique driving forces of change.
Plot a future framework that makes every media plan and
investment another step toward readiness for key
milestones and events that will change their business for
good or bad in the future....
First Steps:
1. Pick a current client within the network and develop a
framework around it
2. Identify their unique challenges and opportunities now
and in the future, and describe specifically what to do to
ensure they’re ready.... what will NFC embedded in the
iPhone mean for Home Depot? How can they prepare for
mass consumer adoption of mobile wallets? What does
high-speed broadband everywhere on every screen mean
for them and how can they do something now to prepare
for the impact of ubiquitous always on-demand
personalized media...
3. Develop use-case and business-case rationalizations
based on behavioral models and predictive analytics
TEAM
Dave
Kerri
Jennifer
“FUTURE-PROOFING”

34. Place-based media in and
around convenience stores
Rewards
Hyperlocal search
Location-aware gaming
Geofencing
Hyperlocal
mobile
display
SHARE MORE. EARN MORE.

35. MEASURE &
ITERATE
UNDERSTAND
DESIGN &
DEVELOP
DEPLOY &
INTEGRATE
APPROACH
INSIGHT!
ARCHITECT!
INTERACTION!

37. ICONS