The Past Present and Future of Mobile for CPG

Managing Risk

“In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.” -Bill Bernbach

The Past

Scale + Mass Message = Success

The Present

Scale + Mass Message = Success

89% of grocery shoppers use their smartphone to help them

make decisions in store

The App-o-sphere

⌃ ⌃

Location is king

Geo-Fencing

Great Opportunity means Great Responsibility

Mobile is the most HUMAN of all media.

Innovation is everything

• Rethink what is conventional• Take calculated risks• Relevance is critically

important• Every technology has value

– QSR to NFC– Euclid– Everything in between…

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