This document discusses how marketing needs to change and adapt to the modern environment. It highlights three key characteristics of winning brands in 2020: big insights, purposeful positioning, and total experience. Brands that have big insights into customers and society through data, position themselves purposefully to create societal benefits, and deliver total experiences across all touchpoints will be the winning brands. The document also examines how marketing organizations need to change by becoming more integrated with other business functions, building new capabilities, and focusing strategically to drive growth.

1. Cannes, June 17th 2014

3. Imagine 2020

4. Urbanization
Sustainability
Technology
•New economies

5. Marketing Change

6. Transparency

7. Total
transparency
7

8. Generation
WHY

9. NGOs

10. WHAT we do in Marketing has changed completely

11. … but HOW we are organized has not

12. Marketing2020 Partners

13. 250 CEO, CMO and Agency Vision Interviews

14. 10,231 marketing participants from 92 countries

15. The role of Marketing

16. Global ConsumersPartnersLocal Agencies
16
Marketing structure

17. Marketing capability

18. and CMO leadership

19. ...to drive business growth

20. M2020 article is next Month’s
HBR Cover Story
Now: An Executive Summary

21. What does It Take to Win?

22. Winning Marketing2020 brand characteristics
Big Insights
Purposeful Positioning
Total Experience

23. Winning with Marketing2020
Big Insights
Purposeful Positioning
Total Experience

24. The Dove Brand
Real Beauty Story

26. Winning
Marketing2020
Brand
Characteristics
Big Insights
Purposeful Positioning
Total Experience

27. Big Insights

28. Big Data

29. Big Insights
Purposeful Positioning
Total Experience

30. Big Insights
Purposeful Positioning
Total Experience

31. Big Insights
Purposeful Positioning
Total Experience

32. Purpose based societal benefits
Big Insights
Purposeful Positioning
Total Experience

33. Dove Purpose
To make more
women feel
beautiful everyday
Big Insights
Purposeful Positioning
Total Experience

34. Big Insights
Purposeful Positioning
Total Experience

35. 30%
40%
50%
60%
70%
80%
Q9 Market share Q11 Lead
generation
Q13 Marketing
efficiency
Q14 Net promoter
score
Q15 Consumer
engagement
Q16 Revenue
growth
Q17 Marketing
return on
investment
Q18 Brand health
Impact of having a societally purposeful brand (Q3602)
on marketing KPIs (current performance versus competition)
With purpose Without purpose
Purpose drives business growth
Advantages to be achieved
Big Insights
Purposeful Positioning
Total Experience

36. Big Insights
Purposeful Positioning
Total Experience

37. Big Insights
Purposeful Positioning
Total Experience

38. Big Insights
Purposeful Positioning
Total Experience

39. Big Insights
Purposeful Positioning
Total Experience

40. Real Beauty Portraits Big Insights
Purposeful Positioning
Total Experience

41. In the class room Big Insights
Purposeful Positioning
Total Experience

42. Winning
Marketing2020
Brand
Characteristics
Big Insights
Purposeful Positioning
Total Experience

43. Organizing for
Growth Big Insights
Purposeful Positioning
Total Experience

44. Big Insights
Purposeful Positioning
Total Experience

45. Connect:
Marketing is too
important to be left
just to marketers
45
Big Insights
Purposeful Positioning
Total Experience

46. Partners for growth

47. Big Insights
Purposeful Positioning
Total Experience
Engineer less —
Engage more
@marketing2020EB

48. Big Insights
Purposeful Positioning
Total Experience

49. Sao Paulo BarcelonaNew York
PragueCape TownTokyo
Engage internally
Big Insights
Purposeful Positioning
Total Experience

50. Big Insights
Purposeful Positioning
Total Experience

52. Engage internally
72
43
47
84
60
63
40
50
60
70
80
90
I am proud of my brand’s purpose In our company we ensure that all
employees are fully engaged with our
brand purpose
We continuously engage
our consumers and customers
around our brand’s purpose
Under Perform Overperform
Big Insights
Purposeful Positioning
Total Experience
52

53. Focus
drives
growth
Big Insights
Purposeful Positioning
Total Experience

54. One Global Strategy
Big Insights
Purposeful Positioning
Total Experience

55. Big Insights
Purposeful Positioning
Total Experience

56. Big Insights
Purposeful Positioning
Total Experience
Orchestration &
Integration

57. Founder — Chief Experience Officer
Big Insights
Purposeful Positioning
Total Experience

58. Collaborating more closely with IT, Finance and HR
% Always
18
14
3029
26
40
10
15
20
25
30
35
40
45
50
Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance
Under Perform Overperform

59. SVP Marketing and IT
Big Insights
Purposeful Positioning
Total Experience

60. CMO and Head of HR

61. New Marketing Roles
Big Insights
Purposeful Positioning
Total Experience

62. Dedicated team
Big Insights
Purposeful Positioning
Total Experience

63. Big Insights
Purposeful Positioning
Total Experience
Building Marketing capabilities drives growth

64. Over-Performers train more
46
29
0
20
40
60
% who receive >3 days of training
per year
Over-performers Rest
Big Insights
Purposeful Positioning
Total Experience

65. From Digital
Marketing
to
Marketing
in a digital
Age
Big Insights
Purposeful Positioning
Total Experience

66. In
Summary …
Big Insights
Purposeful Positioning
Total Experience

67. The PepsiCo Story

68. TRANSFORMING PEPSI’S BRANDING MODEL

69. BUY ADS
SELL MORE PRODUCT
BUILD DISPLAYS
MAKE PROFIT

70. MEANWHILE…

71. 17%
WE SPEND MORE AND GET LESS
17%
WALL STREET JOURNAL

72. TRANSACTIONS ARE ENOUGH.
SPONSORSHIPS
ADVERTISING
LTOs PROMOTIONS

73. SMART PHONES
PERSONAL PCs
20
40
60
2000 2007 2012
GLOBAL ANNUAL UNITES
(MILLIONS)
MOBILE IS THE NEW TV.

74. a lone game-designer
can reach a world cup
sized audience
through his mobile
phone.

75. UPFRONTS
AGENCY
FEES
FTEs
OUTSOUR
CING
GAME
DEVELOPER
2 WKS
world cup sized audience

76. We can’t
engage with
consumers if
we don’t live

84. TRANSFORMING Pepsi’s branding model

85. In
Summary …
Big Insights
Purposeful Positioning
Total Experience

88. 88
Developing & Embedding
Strategy, Structure and Capability
WHAT
HOW
WHY

89. HOLISTIC Strategic Marketing: RIGHT BRAIN & LEFT BRAIN WITH HEART

90. 90
Where we are
SYDNEYCAPE TOWN
SINGAPORE
LONDON
NEW YORK
MEXICO CITY
SAO PAULO
SHANGHAI
AMSTERDAM
TOKYO

91. 91
Our clients

92. Free Download?
Email: marc@mbvermeer.com