This document discusses how brands must shift their focus from serving ads to serving people by putting data and content at the heart of their strategies. It notes that people want simpler lives and brands that are meaningful. The most meaningful brands make people's lives easier according to a worldwide study. It argues that data and content together can improve storytelling, engagements, and reduce customer acquisition costs. The future will see physical and digital worlds connecting through data-driven experiences across progressive screens and augmented reality. Brands must focus on designing positive customer experiences rather than just pursuing awards.

1. MOVING FROM SERVING
ADS TO SERVING PEOPLE.
WHY DATA & CONTENT MUST BE AT THE HEART OF YOUR STRATEGY
@paul_framp

2. BEING MEANINGFUL IS INCREASINGLY CRITICAL
74%
Most people
would not care
if 74% of
brands
disappeared
28%
Less than 28%
of brands
notably
improve our
quality of life
SEVENOUT OF TOP TEN
MEANINGFUL BRANDS OVER-INDEX ON
MAKING PEOPLE’S LIVES EASIER
+300k
citizens
34
markets
12
industries
+1,000
brands
WORLDWIDE STUDY
Ongoing
+ 7 years
2015

3. IT’S A LESSON FOR ALL TYPES OF BRANDS
Key Findings: HAVAS Meaningful Brands STUDY 2015
SIZE DOESN’T
= MEANINGFIUL
TECHNOLOGY BRANDS
ACCOUNT FOR NEARLY
ONE THIRD OF THE
TOP 50 GLOBAL
MEANINGFUL BRANDS
22%
OF THE TOP 50
MEANINGFUL
BRANDS ARE FMCG

4. PEOPLE WANT TO LIVE
BETTER AND MORE
SIMPLE LIVES...
Marketing as a service/utility
Is customer experience becoming
more important than legacy brand
equity?
Gartner predicts that by 2018
50% of organisations will
implement significant business
model change to improve
customer experience
Most meaningful UK brand as not easily
substitutable and provides a better service and
experience (despite tax avoidance & Panorama)

5. 22%
cite “lack of
resources”
BRANDS STRUGGLING WITH THIS TRANSITION
19%
“not clearly
defined strategy”
13%
“technology
limitations”
10%
“lack of single
customer view”
65%
“internal fragmentation
between departments”
74%
“not prepared for
current impact of data
on decision making &
performance”

6. TOUCHPOINTS ARE
RE-DEFINING
THE CUSTOMER
EXPERIENCE
Touch points
are
Diversifying &
Increasing
Mediachannels areincreasinglyfragmented(OESP)
Measurements
frameworks
are broken
OUR OWN
TRACKEDTOUCHPOINTS
IN MEANINGFUL BRANDS
HAVE INCREASED FROM
34 TO 42 IN 2015

7. OWNED The power is in your hands
SHARED You can’t win alone
EARNED The audience is the media
Amplify and attractPAID

8. AS AN INDUSTRY WE ARE MOVING FROM STANDARD
SEGMENTATION TO AUDIENCE RICH DATA POOLS
AUDIENCE SIZE: 2.5BN
STANDARD
SEGMENTATION

9. DATA & CONTENT
TOGETHER IS THE ANSWER
Content is the brand
experience that brings this
meaningful interaction to life
Data is the platform for
understanding how & where
companies become meaningful

10. The
Creative
Era
The
Technology
Era
The
Media
Era
60s / 70s / 80s 90s / 00s 2015 & beyond
It’s actually now
cheaper than ever
to do good work.
Steve Hatch, Facebook
“
”

11. BUT WE NEED TO BUILD MORE
BRIDGES, NOT ISLANDS
CONTENT
MESSAGE
CREATIVE
DATA
MEDIUM
MEDIA
Social
Programmatic

12. SOCIAL 2.0: ACTIONABLE DATA DRIVEN INSIGHTS

13. SINGLE POINT OF DATA MANAGEMENT AND ACTIVATION KEY
PIONEERING A META DSP
INTEGRATING DATA & CONTENT
WITH SMART TOOLS
DATA ANALYTICS & ALGORTHMIC EXPERTISE
Meta
DSP
Impact
Social Context
X-Device
ReachNative

14. SMART DATA WILL MAKE
CONTENT DISTRIBUTION FLUID & MEANINGFUL

15. DATA + CONTENT =
BETTER STORYTELLING = IMPROVED ROI
5X MORE
ENGAGEMENTS
100,000
PERSONALISED
VIDEOS
15%
REDUCTION
IN CPA via
1st Party DATA

16. THE BIG OPPORTUNITY IS CONNECTING THE
PHYSICAL & DIGITAL WORLDS
DATA & TECHNOLOGY
Physical
(From Informed
Placements to
Experiences)
Digital
(Content &
Programmatic)
The question must be
“WHERE DO I COLLECT
ACTIONABLE DATA?”
in everything you do

17. THE FUTURE; BIG SCREEN
& SMALL SCREEN EXPERIENCES IN HARMONY
Progressive Screens Augmented Reality

18. OPEN PLATFORMS OR CLOSED PLATFORMS?

19. WHO OWNS THE FUTURE ?
Manufacturing Access
Legacy brands have never been more under
threat...but equally many of these platforms are
turning to traditional brand building EXPERIENCES…
Aggregators

20. IT ALL COMES BACK TO PEOPLE AND THEIR EXPERIENCES..
DATA, CONTENT & TECH ENABLERS BUT SHOULD BE IN THE BACKGROUND
Content & Data
connect old &
new – pathway
to omni-
channel, omni-
present..
Data needs to
be centralised
and actionable
cross-channel
(not siloed in
stacks)
Owning
distribution is a
critical battle
ground for
brands
Programmatic
platforms will
become content
driven & Social
data driven

21. MEDIA AGENCIES ARE TODAY IN THE
BUSINESS OF EXPERIENCE DESIGN

22. IS THE WORK YOU ARE DOING IN SERVICE OF CUSTOMERS
OR IN PURSUIT OF AN AWARD ?

23. THANK YOU
#havastogether