1. an introduction to

2. The best way to change
a consumer’s perception
of a brand is to change
the way they experience it.

3. REDSCOUT IS AN
INVENTION COMPANY
We are in the transformation business, operating at the
intersection of brand strategy and brand led innovation to
WE CRAFT NEW FUTURES FOR BRANDS AND BUSINESSES
provide creative solutions for clients to accelerate growth and BY OFFERING THE FOLLOWING SERVICES:
build cultural currency. We have over a decade of experience
Brand Strategy (via our proprietary Brandspace™ process)
in helping brands to realize their growth potential in every
Brand-Driven Innovation (products, services, experiences and environments)
category from fashion to fast food.
Brand and Business Creation
Design (new product, packaging, environmental, graphic)
FOUNDED IN 2000 Change Management and Internal Employee Branding
50+ EMPLOYEES
OFFICES IN NY + SF
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4. WITH OVER 40% OF OUR WORK OUTSIDE THE US, WE
ADOPT A WORLDLY APPROACH TO TRANSFORMING
GLOBAL BRANDS
NORTH AMERICA EUROPE Poland ASIA
Canada Austria Russia China
Dominican Republic Denmark Spain India
Jamaica France Sweden Japan
Mexico Germany AFRICA Malaysia
United States Great Britain Cameroon Singapore
Greece Ghana South Korea
SOUTH AMERICA
Ireland Kenya Thailand
Brazil
Italy Nigeria Vietnam
Trinidad
Netherlands South Africa
Venezuela AUSTRALIA
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5. WE HELP AMBITIOUS BRANDS TO REALIZE THEIR
POTENTIAL. OUR CLIENTS INCLUDE:
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6. APPROACH
TO INNOVATION

7. AT IT’S MOST SIMPLE,
INNOVATION REPRESENTS THE
OPPORTUNITY TO TRANSFORM
THE FUTURE - FOR PEOPLE, YOUR
BRAND AND THE WORLD.
The result of this transformation -
and our ultimate objective - is growth for brands.
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8. WE CREATE TRANSFORMATION
THROUGH A RIGOROUS, INSIGHTS
DRIVEN APPROACH CALLED
INNOVATION_SPACE.
Innovation_Space is anchored in a brand’s DNA and used to
unlock powerful insights from the consumer, the category and
the world. This process leads to the creation of innovation
platforms - new territories and opportunities for brands - and
ultimately new product concepts.
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9. INNOVATION_SPACE
We look at the psychology, behavior and needs of consumers, the
dynamics of the market and the interplay of broader cultural and
commercial influences to identify opportunity areas for innovation.
COMMERCESPACE WORLDSPACE
What are the dynamics of What else in the world
the market? can inspire us?
– Category Trends – Trends
– Competitor Analysis – Influencers
– Business Models – Brand Analogs
– Design Language & Semiotics – Related Worlds
BRAND BRAND – Forecasts
DNA DNA
BRAND PEOPLESPACE
What makes people tick
DNA and how can we help them?
– Attitudes
– Behaviors
– Challenges
– Motivations
– Needs
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10. CASE STUDIES
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11. DOMINOS
THINKING INSIDE THE BOX TO FUEL GROWTH AND BRAND
LOVE FOR A PIZZA COMPANY THAT WASN’T DELIVERING
How do we improve sales for a product that is The key to a stronger future for Domino’s was that
in three declining categories? Consumers just nothing was sacred and and the new ‘re-built
weren’t all that enthralled with pizza anymore, from the ground up’ pizza was born. However, it
were ordering less delivery and even the dinner wasn’t enough to just say ‘new and improved’.
occasion had seen a sharp decline in favor of We needed to do it in a completely unexpected
snacking and late-night eating. way. We handed the torch off to our sister shop,
Crispin Porter + Bogusky, who helped them do
We revealed that Domino’s had been so ruthlessly
just that.
focused on delivery – getting you your pizza in 30
minutes or less – that they were now competing
more with FedEx than with other food companies.
We needed to better connect consumers with
their food.
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12. NIKE
CREATING A NEW CURRENCY FOR ATHLETICISM
Redscout worked with Nike to evolve the Nike a motivating mechanism, inspiring us to move
Plus platform and develop the latest innovation more and become more active.
that combines data and athleticism… the
Through animated storyboarding we defined the
FuelBand.
key design attributes and consumer interaction
We helped bring the world of Fuel to life by architecture of the FuelBand and its digital
developing what it is (beat) who it’s for (beat) and ecosystem.
what it looks like (beat) while also implementing
When pre-sales began in early 2012, FuelBand
the ways in which people would interact with it.
sold out in minutes, becoming the centerpiece of
We started by looking at what different activity a new product mix that pushed Nike stock to an
means to different people all over the world. all time high just nine days after its launch.
We laced up our Nikes to scale walls with a
Fuel is set to become THE currency of athleticism
Zombie Parkour specialist, tough it out with a
and Redscout continues to work with Nike on
Royal Marine drill sergeant and hang out with a
future evolutions of the platform.
Japanese pro snowboarder.
Our research helped us define how data fits into
personal activity and how that data can become
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14. GATORADE
FROM SPORTS DRINK COMPANY
TO A SPORTS NUTRITION COMPANY
In 1965 Gatorade INVENTED sports drinks. holistically meeting these needs before, during
AND after sport.
But after 4 decades of double digit growth and
dominating the field with an 85% market share, We believed that the future growth of Gatorade
Gatorade started to decline. relied on making the shift from a sports drink
company to a sports NUTRITION company.
The brand struggled in a category that had simply
stopped growing and was packed with me too The result was the G Series. Launched on the
competitors like Powerade and new challenger sidelines of Super Bowl XLV for the world’s best
brands like Vitamin Water. football players and their audience – over a
hundred million sports fans around the world.
Gatorade responded by launching new flavors,
but this only served to water down any scientific Redscout led the strategy and innovation to
credibility it once had and it quickly became just develop the design, form factor and naming
another soft drink in consumers’ eyes. structure of each new product in the G Series:
Prime, Perform and Recover.
Redscout was hired to switch up the game and
drive growth from a brand-shifting innovation The results were astounding, propelling
strategy. US volume of Gatorade upwards by 10% in
the second quarter of its launch year and
We laced up our sneakers and switched our office
establishing it as market leader in the active food
for playing fields, gyms and locker rooms to find
and beverage category.
out just what made competitive athletes tick. We
conducted in-depth research at every level from SUPER: “Redscout’s collaboration with Gatorade
hanging out with high school volleyball players, to is one of our organization’s best innovation
getting up close and personal with the New York projects.” – Indra Nooyi, PepsiCo CEO
Jets.
As Gatorade’s Innovation Agency of Record since
We discovered that although every athlete 2008, Redscout continues to revolutionize one
is different, their bodies have similar needs of America’s most iconic brands, and in turn,
for optimal performances and nobody was revolutionize the world of sport.
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16. WESTIN
RETHINKING THE NEEDS OF THE BUSINESS TRAVELER
Today’s hotel business centers are quickly What’s more, come Friday night, it’s designed to
becoming obsolete and no longer meet the needs transform into a family friendly entertainment
of today’s guests, yet business travelers are one space complete with kid-sized furniture video
of Westin’s most important consumers. games and activity books for all ages. Then on
Monday morning, the Hive is once again ready for
Redscout was hired to rethink how the world of
the business traveler.
business meets the world of Westin hotels and
how the rapidly changing needs of our business The Hive is a brand new concept space for
guests could be fulfilled. Westin that continues to be rolled out across its
properties across North America.
Doing business in a Westin should be inspiring,
productive, efficient and fun. We created The
Hive – an innovative concept that transforms
forgotten business centers and boring
conference rooms into the multipurpose
business spaces of the future.
Blending cutting edge technology with ergonomic
design, The Hive is the perfect space for
impromptu meetings, research and problem
solving, inspiration, creativity and connection.
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18. KATE SPADE
FINDING THE VISION WHEN THE VISIONARY IS GONE
Shrinking sales and a weakening category women lead a more interesting life, a positioning
combined with an unfocused strategic and that delivers on its consumers’ fantasies with
creative vision following the departure of Kate an emotional promise while staying true to the
Spade’s founder and namesake resulted in a brand’s roots.
bleak outlook for a brand that was once visionary,
We then worked closely with the leadership team
but had started to stall.
at Kate Spade to help them think through how to
Redscout was hired to turn around the decline by bring this positioning to life in everything they do.
identifying the optimum strategic vision for the From design and marketing to internal culture
brand, set the design team on a new, inspiring and beyond.
course and present a clear, unified voice to the
We workshopped the strategy through all parts
consumer.
of the organization, including the design and
We knew that successful luxury brands don’t just marketing teams, inspiring them with a clear and
sell products – they sell an aspirational lifestyle compelling vision for the brand. They took it and
that consumers can channel by buying their ran with it.
goods. Our core challenge was to define that
In the first six months of execution revenues
aspirational lifestyle for Kate Spade.
increased by $76 million and sales productivity
Through an immersive consumer-focused increased by 27%. Our positioning work
methodology that opened up the homes and continues to inform and inspire all Kate Spade
closets of Kate Spade lovers, we identified a advertising, in-store design and seasonal
common trait among them that, when combined collections.
with the brand’s vibrant heritage, became the
foundation of our strategic vision for the brand.
Redscout showed the design team that Kate
Spade was about much more than preppy or
girly style to those who still loved the brand. We
redefined Kate Spade as the brand that helps
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19. DICK’S SPORTING GOODS
CREATING A NEW FUTURE IN SPORTS RETAIL
Dick’s sporting goods is one of the largest sport We got to work bringing this to life by imagining
retailers in the world. But as a famous house of and designing the sports retail space of the
world class brands including Nike, Adidas and future. A mecca for the aspiring athlete and
Under Armour, it’s own brand vision was unclear one which not only showcased the brands and
and unfocused. products on offer, but also exuded the values of
Dick’s itself.
Redscout was hired to define the essence of
Dick’s and craft a vision to inform and inspire Redscout’s strategy has permeated every level
everything from store design and merchandising of the organization and continues to propel the
to advertising and hiring policy. brand forward.
We studied consumer behavior, the commercial
landscape and the wider culture of sport to
uncover insights that would best unlock the
opportunity for Dick’s.
By using the mindset of elite athletes as our
center of gravity, we were able to create a
compelling positioning for the brand that would
engage mainstream consumers across every
sport.
Anybody who plays sport, whether a runner,
golfer or soccer player, aspires towards bettering
themselves. It was this personal drive that
inspired the positioning of Dick’s – where the
spirit of the true athlete lives.
This new vision unlocked multiple opportunities
to breathe new life into the Dick’s brand and even
allowed us to rethink the retail experience.
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20. WEIGHT WATCHERS
RE-ENGINEERING THE PROCESS TO MAKE WEIGHT LOSS
MORE PERSONALIZED
Weight Watchers launched the new PointsPlus We found there are three key skills that people
program in November 2010 replacing the calorie- who undergo successful life change possess.
based points system with one that focuses These are Mastery, Resiliency and Control.
on four macro nutrients: fat, fibre, protein and
We quickly realized that this wasn’t about trying
carbohydrates.
to lose weight. It was about helping members
This change made the Weight Watchers offering build these key skills of which weight loss was a
much more effective and more likely to help their happy by-product.
members achieve the success they wanted.
We used this new way of thinking about weight
However, personalization of the program was loss to create a system from which to innovate
needed to prevent the 50% of new members Weight Watchers’ most personalized, powerful
dropping out after just two weeks. and integrated program ever.
In stepped Redscout to re-engineer the process,
innovate around behavior change and make
the PointsPlus program a much more tailored,
personal experience.
Losing weight is life changing and to successfully
negotiate such change people need key skills to
achieve it.
To understand this more, we looked into the
transformative drivers that lead to successful
life change and spoke to experts in personal
transformation that included financial advisors,
personal trainers, addiction specialists and even
transplant counselors.
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21. KEY PEOPLE &
CONTACT INFORMATION

22. JONAH DISEND
FOUNDER & CEO / INNOVATOR-AT-LARGE, MDC PARTNERS
A highly sought-after brand strategist and innovator, Jonah leads
Redscout’s ability to imagine and realize new futures for companies.
Fearlessly following his belief that communications can’t make a bad idea
good, he jumped ship from the advertising world and started Redscout to
cut brands deeper than marketing, delving into their business and product
and service challenges. Driven by the desire for greater things for his
clients, he challenges brands to stop at nothing in order to land on what
he calls “Transformative Strategy.” To do this Jonah combines forward-
looking business judgment, an anthropologist’s eye for world trends and an
intuitive grasp of consumerism and pop culture.
Jonah also serves as Innovator-At-Large for Redscout parent company
MDC Partners, where he is creating a resource to help rouse an innovative
view on the world among MDC companies.
Prior to founding Redscout, Jonah was Planning Director at DDB
Worldwide. He holds a Bachelor’s degree from Washington University in St.
Louis and a Master’s degree from New York University. Jonah is a popular
industry commentator and speaker whose observations and opinions
challenge assumptions and spark further conversation.
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23. DANIEL WADIA
MANAGING DIRECTOR
British born Daniel is the MD of the New York office. His career has
been as colorful as it has been prestigious having been admitted to
the highly coveted WPP Fellowship in 2000, working as an integrated
communications specialist across continents and marketing disciplines.
Daniel has worked at Ogilvy, Landor and Berlin Cameron, where he rose
to become the agency’s Managing Partner in 2008. In additional to his
core responsibilities at Berlin Cameron, Daniel led the network’s global
relationship with the International Olympic Committee and worked across
a number of integrated Team opportunities for WPP. In November 2011,
Daniel was delighted to join the MDC Group to become Redscout NY
Managing Director. You’ll find Daniel at 6am on most mornings serving aces
at his local tennis courts and in the evenings unwinding with his daughter
and newborn son.
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24. CONTACT
DANIEL WADIA
MANAGING DIRECTOR
EMAIL: daniel.wadia@redscout.com
OFFICE: 646 336 6028
MOBILE: 917 254 1062
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25. THANK
YOU!
(646) 336 6028
28 W 25th Street
10th Floor
New York, NY 10010
(415) 651 4209
99 Osgood Place
3rd Floor
San Francisco, CA 94109
© 2012 Redscout