CUSTOMER DISENGAGEMENT

WFA CMO FORUM

CANNES

23rd

June 2016

PEOPLE ARE LESS

RECEPTIVE TO

COMMUNICATIONS AND

IT IS OUR FAULT

THE KEY CHALLENGE: BRING THE LOVE BACK!

• Most people would not care if 74%

of brands disappeared

• Only 20% of brands improve our

sense of well-being and quality of

life, in a meaningful way

THE BRAND’S PARADOX: DISCONNECTION BECOMES THE “NEW

NORMAL” IN AN INCREASINGLY CONNECTED WORLD

WHAT’S GOING ON?

80% OF BRANDS BELIEVE

THEY DELIVER GREAT

CONSUMER EXPERIENCES

ONLY 8% OF CONSUMERS

AGREE

7 DEADLY SINS

SIN 1: 0UT OF FAVOUR

SIN 1: 0UT OF FAVOUR

SIN 2: INTERRUPTION IS RUDE

SIN 2: INTERRUPTION IS RUDE

SIN 3: TIMING IS EVERYTHING

SIN 4: REALITY BITES

SIN 5: IT’S PERSONAL

SIN 5: IT’S PERSONAL

SIN 5: IT’S PERSONAL

SIN 6: QUALITY OVER QUANTITY

SIN 7: WHAT CONNECTED EXPERIENCE?

Abuse consumer

control at your risk

SIN 7: WHAT CONNECTED EXPERIENCE?

Video

advertising

receptivity

when…

Negative

Positive

Net

When you don’t

control it

60% 15% -45%

When you can

control it

30% 30% Neutral

When there is a

reward

25% 50% +25%

Q: How would you characterize your attitude towards the following formats of

online video advertising?

AD BLOCKING RISING

MEANINGFUL BRANDS OUTPERFORM THE STOCK MARKET BY

133%

MEANINGFUL BRANDS OUTPERFORM IN BUSINESS TERMS

THREE RECURRING THEMES: THE 3Ps

PURPOSE

From making things, to

making things better

PRINCIPLES

Using values to deliver

enduring value

PARTICIPATION

Involving people, instead of

interrupting them

THANK YOU