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1. True Lies

2. I’m a rabbit!
This is NOT a rabbit

3. Preach brand leadership
and product benefits

4. Build a love story
with your consumer

5. Build a love story
with your consumer

6. Marketing is about creating
best sellers, blockbusters and hits

7. The future is about
selling less of more

8. The future is about
selling less of more

9. Drive traffic in-store
and to your website

10. Fish where fish are

11. Listen to consumer tests

12. 89%
‘What kind of coffee do you prefer?’
DARK - RICH - HARDY - ROAST
Listen to consumer tests

13. Listen to consumer tastes

14. Test
Listen to consumer tastes

15. Test
Happy
NOT satisfy
27%
73%
Listen to consumer tastes

16. Test Universality
Happy
NOT satisfy
27%
73%
Listen to consumer tastes

17. Test Universality
Happy
60%
Happy
NOT satisfy
27%
73%
NOT satisfy
40%
Listen to consumer tastes

18. Test Universality Variability
Happy
60%
Happy
NOT satisfy
27%
73%
NOT satisfy
40%
Listen to consumer tastes

19. Test Universality Variability
Happy
Happy 78%
60%
Happy
NOT satisfy
27%
73%
NOT satisfy
40%
NOT satisfy
22%
Listen to consumer tastes

20. Embrace the diversity!
Test Universality Variability
Happy
Happy 78%
60%
Happy
NOT satisfy
27%
73%
NOT satisfy
40%
NOT satisfy
22%
Listen to consumer tastes

21. Advertise the right message

22. Play your genuine brand role

23. Play your genuine brand role

24. Internet and mobile
help your brand go global

25. New media use
is mainly personal and local

26. Control the 4 Pʼs

27. Let the consumer do YOUR job

28. TV is THE place to do branding

29. Time Spent Budget Spent
Magazines
3%
Web Newspapers
47% 3% TV
Print
73%
9%
TV Outdoor
25% 7%
Radio
Digital & Mobile 5%
Radio
5%
22%
Cinema
1%
TV is THE place to do branding

30. Consumer TV ad recall
continues to drop

31. Consumer TV ad recall
continues to drop

32. Media fragmentation
is a nightmare

33. 39% of North Americans
simultaneously
watch TV and use the Internet
Media fragmentation
is a nightmare

34. Multi-tasking
is a land of opportunities

35. Weekly Hours spent
Net Users Others
+13 11.7
11.2
8.2
6.8
1.7 1.8
1.9 2.7
es 0.5 1.9 2.4 2.7
zin
aga s
e rM me
ap Ga
gP gP
C
VD
s
a din yin gD
Re Pla hin rs
tc pe
Wa s pa
ew dio
e rN Ra
ap o
gP gt
a din te nin TV
Re L is g
hin
W a tc
Multi-tasking
is a land of opportunities

36. Optimize your media investment

37. Synergyze your media investment

38. Synergyze your media investment

39. Monitoring and measuring ROI
is mandatory

40. Awareness
1- Interest
From ʻWho are you?ʼ
to ʻWhat do you propose?ʼ
2 - Search
From ʻWhat do you propose?ʼ
to ʻLet me check...ʼ
3 - Acquisition
From ʻLet me check...ʼ
to ʻOk! Letʼs try!ʼ
4 - Relationships
From ʻOk! Letʼs try!ʼ
to ʻThereʼs something special between us.ʼ
5 - Ambassadorship
From ʻThereʼs something special between us.ʼ
to ʻI love you.ʼ
Foretelling is now possible

41. ʻStarifyʼ your product

42. Fix your product

43. Consumer Relationship Management
is the holy grail

44. Who REALLY
controls
the interactions
between
the vendor
and
the customer?
Consumer Relationship Management
is the holy grail

45. Providing customers
with tools and methodologies
to engage with me on the market
Vendor Relationship Management
drives more business

46. Best practices
improve your business

47. Best practices
lead to average

48. Best practices
lead to average

49. Social network
Media Aggregator
Power Technology
Collective intelligence Sharing platform Open Source
Web Semantic
Blogs
Everyone Mashup
Online community Folksonomy
Opinion leaders AJAX
Personal website RSS
Brand XML
Meta Tags
Institution
tv HTML
radio All Right reserved
computer
ipod Documente-commerce Creative Commons
cellphone
smartphone Audio
R&D shop in the shop Legal
access point
Video Agencies long tail era
Mobility Integrated document mashup
User participation
multi actor development
Interactive document
User generated content
life integrated consumption
Cognitive deduction
User Lead
Co-creation Commerce
Content
R&D Personalization
Advertising
Itʼs not about marketing changes

50. Itʼs about changing marketers