Presentation given during the CMO Congress organized on April 25th, 2012 in Sopot, Poland

1. Painting by: Joseph Wood

2. ivan

3. digital traditional

6. “If you don’t like change, you
are going to like irrelevance
even less”
General (Ret.) Eric Shinseki

8. WTF is
“digital”?

9. “Digital is not a medium. It is
the era we are in”
Greg Johnson, Global Creative Director,
Hewlett Packard

10. it’s not about “new marketing”
or “new media” …
it’s about marketing in a
digitally enabled world

12. “There is no such thing as an
offline business. Every
company must have a digital
strategy to be succesful”
Aaron Shapiro, CEO
HUGE

14. Source: Aaron Shapiro

15. users vs customers

16. “If you are not thinking about
users, you’ll soon be out of
business”
Aaron Shapiro, CEO
HUGE

17. anyone who interacts with a company
Users = through digital media and technology
Source: Aaron Shapiro

18. Source: Google

20. Source: Google

21. campaigns vs platforms

22. campaign
based-thinking

23. Photo by: Jacob Joaquin

25. silence between campaigns

26. platform
based-thinking

29. build narration,
earn attention
start earlier
act longer
paid, owned, earned media
29

30. “creatives” vs “digitals”

31. “traditional” vs “interactive”

32. “creatives” / “traditional”
digital as
“just another channel”

33. “digitals” / “interactive”
lacking the appreciation for
what it takes to “tell a story”

35. “creatives” storytelling messages
systematic
“digitals” platforms
design

37. cultural
adjustment

38. everybody

40. “If you focus on results, you
will never change, if you
focus on change, you will get
results”
Jack Dixon

42. revolution

43. 60% proven
30% proving
10% testing new models

53. why is this
relevant to you?

54. Source: Aaron Shapiro

57. add
value!

59. Ivan Hernandez
Digital Strategy and Development Officer, Grey Group
www.greygroup.pl
ivan.hernandez@greygroup.pl
twitter.com/IvanHernandez_
linkedin.com/in/ivanhernandez
slideshare.net/ivanohernandez
ivanhernandezonline.wordpress.com