Recession, how smart agencies can make money in a recession

Recession…the big opportunity for smart people…. Paul Birkett Global Intelligence Director PepsiCo

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is Global Intelligence? PepsiCo is a $35Bn Global Corporation - employing 183,000 people - in 100+ countries

[object Object],Revenue: $11bn $10bn $13bn $2bn

… similar consumers…in similar channels

What is Global Intelligence? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],… business just got a lot tougher…

Dow Jones Industrial Average….crashes to 2003 levels…

US House prices falling faster than in the Great Depression…

Overextended consumers…fight to remain solvent….

Brand owners slash budgets to deliver profit commitments…. … and the creative world is seeing fundamental change… Financial Times London Edition October 10th

A brief history of marketing… First Era: 1960’s: The Category Benefit A new product to fundamentally change the way you do things Third Era: 1990’s: Celebrity…fame by association Consume this and be part of the “in crowd” Second Era: 1980’s: The Comparative Benefit A new product that offers a significant benefit over the competition Fourth Era: 2007+: Hothouse Commercialisation Lo-cost, lo-risk, high-potential public experimentation

Production costs $40 The Fourth Phase: Hothouse Commercialisation: The Super Bowl's Most-Liked, Most Recalled Commercials IAG Research: Consumers Most Liked Doritos' Consumer-Created Ad NEW YORK (AdAge.com) -- Doritos' "Live the Flavor," a consumer-created commercial , was the Super Bowl ad most liked by viewers across the country, according to IAG Research's post-game survey.

… and the speed of change will continue to increase … “… the processing power of a chip doubles every 24 months…” – while prices remain flat Gordon Moore Intel Founder ‘65 Moore’s Law … two things changed our world forever… 80: 20

… the democratisation of everything! … get whatever you want…fast! Knowledge Research Speciality Romance Travel Communication

“ I am not always sure I know what I want” “ in a world of infinite choice, I am overwhelmed…” ,[object Object],[object Object],[object Object],[object Object],… but I still haven’t found what I’m looking for…

… so what can we conclude? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],All bets are off….

… is it the end of the world….?

Recession is a golden opportunity… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],… think of your client…

… I need to figure out a new model… ,[object Object],[object Object],[object Object],So, what should you do?

… get up there with him… … be there at the moment of discontinuity

[object Object],Practical Intellectual Short Term Effect Long Term Effect Strategy Operations Manufacturing Sales Marketing PR Promotions Research Media Client: Production Agency: Consumer Advertising … in the normal course of events…

Practical Intellectual Short Term Effect Long Term Effect Strategy Operations Manufacturing Sales Marketing & Insights Advertising Promotions PR Research … to increase their sphere of influence… Finance Media Client: Production Agency: Consumer … stepchange the visible value you provide..

Innovate to grow… consumers demand better products…. you’ve got to stay ahead to win Invest ahead of the curve… You have got to market through the downturn… … all true…but not much use right now…

I need someone who.. Understands the customer Understands the market Understands my business Can help sell to the board I am still working on my crisis plan…hitting my profit target

… help me interpret and sell the available data… ,[object Object],[object Object],[object Object],[object Object],… we know your business cold….we are your partner…

Sales: Understand the competitive pressures…

Production: How do they make it?...in theory…

Finance: Where do they make money….

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CEO Action Plan ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Transform your commercial and personal relationship Agency CEO Client Your agency is seen an integral author of the turnaround … Success!

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CEO Action Plan ,[object Object],[object Object],[object Object]

Recession, how smart agencies can make money in a recession

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Recession, how smart agencies can make money in a recession