Johan Jervøe Vice President, Sales and Marketing Group

The Power of Building a New Reality

Agenda

• Its all a new world – really?

• What I believe in…

– Role of Brand

– Role of Marketing

– Role of the Organization (Company and Agency)

• An example

• Discussion

It’s a new world – really?

Fragmentation & Choice

Civic Generation

Event Influenced

Re-Defined Women’s Role

Cause Greater than Self

Confident & Optimistic

Connectedness

Traditional Gender Roles

Family Oriented

Stability

Optimistic

Difference Makers

A Look at the Consumer Landscape

GI Generation (84+)

Baby Boomers (44-63)

Being Overprotective & Sheltering

First Soccer Moms

Elevated Sense of Style

Shopping = Family Hero

Nostalgic

Will pay more for things she valued

Village Approach to Parenting

Status Driven

Squeezing in Quality Time

Figuring Out Balance

Challenges and Rewards Herself

Gen X(27-43)

Balance

Overprotective

Not Setting Down

Higher Standard of Family Values

Value is Important

Feels Responsible for Child’s Happiness

Results-oriented

Immediate Gratification

Latest and Greatest

More Single Mom inthis Group

Entitled to Flexibility

Gen Y(<26)

Integration

Optimistic

Difference Makers

Event Influenced

Nostalgic

Cause Greater than Self

Media Multitaskers

Connectedness

Philanthropic

Family Oriented

Civic Generation

CONNECTION

SELF EXPRESSION

ENTERTAINMENT COMMERCE

KNOWLEDGE

TOWNSQUARE

CONNECTION

SELF EXPRESSION

ENTERTAINMENT COMMERCE

KNOWLEDGE

TOWNSQUARE

TOWNSQUARE

SELF EXPRESSION

CONNECTION

KNOWLEDGE

ENTERTAINMENT COMMERCE

Availability of Processing Power Everywhere

Broadband & Access

Democratization of Content Creation & Influence

New to the Game: 3 Revolutionizing Developments

Bigger Impact

Fragmentation & Choice

What does that mean for Role of Brands and Marketing?

Brand Behavior

Higher order

Benefit of the consumer(navigate/help/entertain)

Rooted in the heritage

Build Brand andbuild Sales through Brand

Role of Marketing

Organizational Shift

ADVERTISING

SELLING

CAMPAIGN

SERVING

CONVERSATION

EXPERIENCE

Image of Marketing !?!

Military Teachers Lawyers Marketing & PR

Government0

10

20

30

40

50

60

70

80

90

84

65

23 1911

move the organization

raise the performance

drive the competitive advantage

The 3 Sisters & The 3 Twins

THE 3 SISTERS

1. Strategy2. Culture3. Structur

e

THE 3 SISTERS

1. Strategy2. Culture3. Structur

e

THE 3 TWINS

1. Consumer Intimacy2. Executional

Excellence3. Meaningful

Innovation

An example

Benefit of the consumer(navigate/help/entertain)

Concluding thoughts…

• Build Brand and Sales with the benefit of the consumer (navigate/help/entertain)

• Understand our consumer (and their insights)

• The lines between creation and consumption continue to blur

• The lines between ownership and usage continue to blur

Concluding thoughts …

• Do less things, better and deeper

• Show leadership, trust in your brand… and your agencies…

• Think big, start small, grow rapidly…

• …differentiation is as much about doing things differently as it is about doing different things…

Thank You.

Q&A