The document discusses how technological advances are accelerating change and creating an uncertain future. It notes that the world, people, and technology are all changing rapidly. It emphasizes that innovation, better decision making, and winning moments that matter will help businesses succeed in this environment by adapting fast through mistakes and new ideas, deep insights from data, and compelling brand stories.

1. BeFirst to the
FUTURE
Be first to the
FUTURE

2. TECHNOLOGICAL ADVANCES
Never cease to surprise us
28%of 3-4 year olds in
the UK use a
tablet
Source: Ofcom, Oct 2013

3. ACCELERATING
The pace of technological change is

4. Our intuition about the future is linear. But the
reality of information technology is exponential...
If I take 30 steps linearly, I get to 30. If I take 30
steps exponentially, I get to 1 billion.
- Ray Kurzweil

5. FAST, UNPREDICTABLE CHANGE
is an absolute certainty
THE WORLD
is changing
PEOPLE
are changing
TECHNOLOGY
is changing

6. FAST, UNPREDICTABLE CHANGE
is an absolute certainty
THE WORLD
is changing
PEOPLE
are changing
TECHNOLOGY
is changing

7. THE NEXT 5BN
Source: (1) eMarketer, Nov 2013; (2) Eric Schmidt estimate*
[100% of Global
Population]
Internet Population
Global Population
2014
[39% of Global
Population]
2.8 BN
7.2 BN
2020
8 BN
*
8 BN
8 BN

8. ACCESSIBILITY OF DEVICES
Will drive growth
£30 Phone £30 Tablet Project LoonRaspberry Pi Internet.org

9. FAST, UNPREDICTABLE CHANGE
is an absolute certainty
THE WORLD
is changing
PEOPLE
are changing
TECHNOLOGY
is changing

10. ENTERING A NEW WORLD
Of Six Screens (yes, six!)
e.g. Samsung
Gear, Google
Glass
[WEARABLE][MOBILE]
e.g.
Project Ara
[TABLET]
e.g.
Senseg
[DESKTOP]
e.g.
Flutter, Leap
Motions, Thalmic
Labs
[IN-CAR]
e.g. HUD
Windscreens
[TV]
e.g.
Chromecast

11. FAST, UNPREDICTABLE CHANGE
is an absolute certainty
THE WORLD
is changing
PEOPLE
are changing
TECHNOLOGY
is changing

12. WITH A NEW BREED
of consumer
10%
2010
% of Google
searches on
MOBILE
2013
% of Google
searches on
MOBILE
30%
[INFORMATION] - MORE ACCESS
Source: ComScore, Jan 2013

13. WITH A NEW BREED
of consumer
[ENTERTAINMENT] - MORE CHOICE
Source: ComScore, Feb 2010 and Aug 2013
2010 6Bn
2013 12Bn
No. of videos viewed per month (UK)

14. WITH A NEW BREED
of consumer
[SHOPPING] - MORE PERSONAL
Source: (1) iMediaconnection, Nov 2005; (2)Adobe, July 2013
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
[IMPERSONAL]
11%
of consumers trusted
online stores (1)
[PERSONAL]
75%
of online shoppers want
a personalised
shopping experience (2)

15. MORE DEMANDING THAN EVER
But the customer is still always right!

16. AN ACCELERATED WORLD
A world of opportunity
Technology is
changing
To grow, your business
must exceed the pace of
change
The world is
changing
People are
changing

17. HOW BUSINESSES SUCCEED
In the Accelerated World
1INNOVATE
& GROW
They
2MAKE BETTER
DECISIONS
They
3WIN MOMENTS
THAT MATTER
They

18. • Make beautiful mistakes
• Adapt fast
INNOVATE
& GROW

19. Restlessness is discontent, and discontent
is the first necessity of progress.
- Thomas A. Edison

20. Epic failure to huge success
Don’t waste time going down
the wrong track – release
early and often
INNOVATE & GROW: Make beautiful mistakes
- Michael Acton Smith, CEO Mind Candy

21. Yesterday Today
Grocers Tablets, Online Movies
Sports Apparel Wearable Tech
INNOVATE & GROW: Adapt Fast

22. • Embrace new behaviours
• Deep-dive into data
MAKE BETTER
DECISIONS

23. MAKE BETTER DECISIONS
Embrace new behaviours
Search trends lead universities to
strengthen overseas efforts

24. 23% of subscribers
stream video to their
smartphones
Netflix commisioned
House of Cards without
a pilot, based on
Big Data
Understanding customer needs
and preferences
Source: Nielsen, Sep2013
MAKE BETTER DECISIONS: Deep-dive into data

25. WIN MOMENTS
THAT MATTER • Bring brand stories to life
• Right time, right place

26. Right time, right place
• Purchase behaviour patterns used to
assign ‘Pregnancy Prediction Score’ to
customers.
• Relevant offers can then be targeted to very
specific stages of pregnancy.
Target figures out teen is
pregnant before her father
does!
WIN MOMENTS THAT MATTER

27. 59%
of Digital advertising
will be bought via
automated systems
by 2017(1)
2018
by this time,
CMOS will spend
more on IT
than CTOs (2)
WIN MOMENTS THAT MATTER
Source: (1)Magna Global as cited by WARC, Oct 2013 (2) Gartner, 2013
Right time, right place

29. Emotion meets efficiency
Through the magic of modern browsers
and display ad technologies, we’re able
to deliver a beautiful experience to
millions of people across the web.
- Christopher Bailey, Chief Creative Officer, Burberry
Right time, right place
WIN MOMENTS THAT MATTER

30. If history were taught in the form of stories, it
would never be forgotten.
- Rudyard Kipling

31. Bring your brand stories to life
WIN MOMENTS THAT MATTER
Digital provides new opportunities for
brands to tell their stories
• Formats no longer constrain creativity
• 30 sec ad is just the starting point
• 3 award winners at Cannes Lions were long form
00:30

33. Bring your brand stories to life
WIN MOMENTS THAT MATTER
Virgin America – #VXsafetydance
• Innovative method of storytelling connects
with customers.
• 6M+ views within the first 2 weeks.
• Invites participation as viewers can
audition to be in next video and rate
contestants.
Brand Stories re-thought for the DIGITAL
AGE

34. AN ACCELERATED WORLD
Are you making the most of it?
Make beautiful
mistakes
What was your last
failure and what did
you learn?
Adapt
fast
Are you working on anything
new and exciting to delight
your customers?
INNOVATE & GROW

35. AN ACCELERATED WORLD
Are you making the most of it?
Embrace new
behaviours
When was the last time you
really put yourselves in
your customers shoes?
Deep-dive into
data
Do you know who your
customers are and how they
behave online & offline?
MAKE BETTER DECISIONS

36. AN ACCELERATED WORLD
Are you making the most of it?
WIN MOMENTS THAT MATTER
Right time, right
place
What’s your plan for
automating your marketing?
Bring brand
stories to life
Are you making the
most of digital to tell
your story?

37. BE FIRST TO THE FUTURE
Embrace the world of opportunity
1INNOVATE
& GROW
2MAKE BETTER
DECISIONS
3WIN MOMENTS
THAT MATTER

38. BeFirst to the
FUTURE
Be first to the
FUTURE

39. BeFirst to the
FUTUREAPPENDIX

40. TECHNOLOGICAL ADVANCES
Never cease to surprise us
1978: Space Invaders

42. TECHNOLOGICAL ADVANCES
Never cease to surprise us
2008: Beijing Olympics
0
2012: London Olympics

43. WITH A NEW BREED
of consumer
30%Of Google
searches are
mobile (1)
[INFORMATION]
MORE ACCESS
12BnOnline videos are
watched every
month (2)
[ENTERTAINMENT]
MORE CHOICE
Of online shoppers
prefer personalised
shopping
experiences (3)
[SHOPPING]
MORE PERSONAL
75%
Source: (1) ComScore, Jan 2013; (2) ComScore, Aug 2013; (3) Adobe, July 2013

44. MORE DEMANDING THAN EVER
But the customer is still always right!

45. I encourage companies to do a little more that’s
outside their comfort zone...Almost everyime we
do something crazy, we make progress.
- Larry Page, CEO, Google

46. Digital Transformation
INNOVATE & GROW: Adapt Fast

47. ADAPT FAST: Embracing new behaviours & tech
Sales via mobile will
hit $20bn (up from
$8bn in 2012)(1)
Source: (1) ebay via The Telegraph, Jun 2013
eBay acquires Shutl as
it aims for 1hr delivery
in the UK
Keeping up with the consumer
INNOVATE & GROW: Adapt Fast

48. INNOVATE & GROW: Adapt Fast

49. Enhancing the customer experience
Track bags in
real-time
Glass Bottom Jet
experience
Download
entertainment
INNOVATE & GROW: Adapt Fast

50. Introduced a daily personalised sales page and
emails for each of their customers based on:
• Purchase history
• Geographic location
• Browsing behaviour
MAKE BETTER DECISIONS: Deep-dive into data

51. Morrison’s suggests best wines
to suit your palate
MAKE BETTER DECISIONS: Deep-dive into data

52. Brand stories at scale
We don’t care about clicks
• Kelloggs don’t measure clicks; instead they
measure unique KPIs such as brand metrics
and on-target audience impressions.
• Achieved 88% more on-target audience
impressions than with non-programmatic
Right time, right place
WIN MOMENTS THAT MATTER

53. Bring your brand stories to life
Sainsbury’s – Christmas in a day
Brand Stories re-thought for the DIGITAL
AGE
Sainsbury’s has funded ‘Christmas in a Day’, a
YouTube feature film about 'real-life' British Christmas.
WIN MOMENTS THAT MATTER