Now Next Beyond v2: Making Sense of Change

1. Now, Next, Beyond Version #2 January 2015 Mark Holden, Head of Futures @holdenmw

2. Why have we done this? To make practical sense of change: • Understand it. • Prioritise based on likely impact to marketing & communication. • Technology is a driver, but it’s not all about technology. • The ‘future’ is not static.

3. This is not futurology – the next wave is already here Internet: 50 years Mobile: 30 years Social: 10 years

4. Even if it’s in front of us, change can happen quickly 0 10 20 30 40 50 60 70 80 Technology adoption rates over the last 100 years (reaching 25% adoption)

5. In the last year…

6. Now, Next, Beyond Now Next 12 months Critical now Next Next 24 months A rising tide Beyond Within 5 years Clouds on the horizon Monitor, experiment, planPrepareAct now Impact

7. Now, Next, Beyond Rise of connected TV Marketing personalisation Integrated commerce The mobile majority Content as media Multidevice world Digitisation of media Data driving media Co-creation & customisation Internet of useful things Predictive design Money 2.0 Attention deficit The generation gap Privacy value exchange Social goes mobile The power of the ‘1st screen’ Modern families What recovery? TV - generational tipping point Murdered by modernity Demographic reckoning Confronting climate change The marketing-media system New paths to growth The real value of social Meaningful marketing Explicit and implicit Now Next Beyond Tech Behaviour Practice

8. Now

9. TECHNOLOGY

10. THE MOBILE MAJORITY

11. The mobile majority 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1/1/2010 1/1/2011 1/1/2012 1/1/2013 1/1/2014 1/1/2015 1/1/2016 1/1/2017 1/1/2018 1/1/2019 1/1/2020 Smartphone Tablet Source: Arena Media forecast (aggregate of penetration data) August 2015 – the point at which smartphones exceed UK broadband penetration

12. The OS platform ‘war’ is arguably over Android iOS Windows Other September 2013 September 2014 Source: Kantar Worldpanel ComTech September 2014

13. Whilst the hardware sector is commoditising

14. We’re moving beyond the ‘landgrab’ into brand services ‘Landgrab’ Enhance products & services Mobile-friendly touchpoints Apps Media integration Commerce New services App-like experiences Location Mobile CRM

15. We’re moving beyond the ‘landgrab’ into brand services ‘Landgrab’ Enhance products & services

16. The big change is how we use (and design) apps Source: Nielsen July 2014; IPA Touchpoints 5 ’We’re reaching an app ‘threshold Two thirds of mobile time is still spent in apps

17. App-like experiences are likely to embedded more seamlessly into the OS experience Source: Nielsen July 2014; IPA Touchpoints 5 App experiences directly from notifications’ Card-based design

18. MULTI-DEVICE WORLD

19. Multi-device world Every household in the UK has an average of 4 connected devices: 83% have 2 device or more 66% have 3 devices or more 46% have 4 devices or more 29% have 5 devices or more 1 2 1 2 2 1 Source: IPA Touchpoints 5 2014 *Internet connected devices: Internet-enabled TV, fixed PC, laptop, tablet, mobile phone, games console Device* type in numbers

20. The PC remains the workhorse for e-commerce Source: Global Web Index Q2 2014

21. But all devices have an influencing role to play in user journeys to varying degrees

22. But all devices have an influencing role to play in user journeys to varying degrees

23. However, there’s a post-PC world on the horizon Source: Ofcom Children’s and Parent’s Media Usage and Attitudes Report 2014

24. Getting equipped for the post-PC world Universal analytics Responsive Design for comparative advantage Tablet isn’t an afterthought

25. CONTENT AS MEDIA

26. Content as media We’ve seen an acceleration of ‘content as advertising’ in the last year

27. A fast widening of ‘native’ platforms Direct Response Brand Rich media Editorial

28. Content is now the ad ‘substance’ of many digital platforms

29. 5 key developments Partnerships Content distribution Platform investment Influencers Power of video

30. This requires a shift in emphasis

31. ‘Let’s make… - Social media stories - Articles - A blog - How-to videos - A programme - A game - Photography - An experience - A stunt video - A product guide - A documentary - A book - With influencers etc. ‘Let’s make some content!’ We need to get specific vs.

32. And make choices: why and what we produce HMG Content Lens Topics Tone of voice Brand platform Monday 10th November Monday 17th November Wednesday 26th November REACTIVE Idea Idea Idea Idea How it works How it works How it works How it works Content pillar Content pillar Content pillar Content pillar SEO integration SEO integration SEO integration SEO integration Destination platforms Destination platforms Destination platforms Destination platforms KPI's KPI's KPI's KPI's Distribution Distribution Distribution Distribution Content planning & scheduling

33. Content can work 62% want to see content directly from their favourite brands 27% want to see branded articles on important issues 90% of consumers find content useful 78% believe brands providing custom content are interested in building good relationships with them Source: CMO Council – The Content ROI Centre 2014

34. It requires a good framework for measuring ROI Awareness Purchase Emotional Rational Entertain e.g. interactions, sentiment, dwell time Inspire e.g. search uplift, participation Educate e.g. purchase intent, brand consideration, CRO Convince e.g. sales, leads, recommendations, SEO

35. It requires a good framework for measuring ROI Awareness Purchase Emotional Rational Entertain e.g. interactions, sentiment, dwell time Inspire e.g. search uplift, participation, Educate e.g. purchase intent, brand positioning Convince e.g. sales, leads, recommendations, SEO

36. DIGITISATION OF MEDIA

37. Digitisation of media Sources: Posterscope 2013; Future Source Consulting; BBC News; Ofcom Communications Market Report 2014 59% of UK digital inventory to be traded programmatically by 2017 196,000 digital outdoor screens in the UK; only 4% of ads on them make use of live content Programmatic extending to ‘traditional’ media

38. Digitisation of media Sources: Posterscope 2013; Future Source Consulting; BBC News; Ofcom Communications Market Report 2014 The World Cup saw more people sharing in real-time than any other event in history Dynamic creative is possible across all media types now Smart TV’s account for 45% of all new TV sales

39. Digital is not a ‘channel’

40. It’s not just about campaigns, it’s about service design too

41. DATA DRIVING MEDIA

42. Data capabilities are developing at pace 1st party 2nd party 3rd party Understanding & managing experiences with one view of the customer Fusing customer datasets to fuel new targeting strategies Enrich insight and targeting with supplementary data

43. BEHAVIOUR

44. SOCIAL GOES MOBILE

45. Social goes mobile Facebook 60% Youtube 36% Twitter 34% Instragram 20% Google+ 18% Active usage 16-30’s in the UK

46. 16-24’s Instant messaging platforms are accelerating this 0% 5% 10% 15% 20% 25% Facebook Messenger Kakao Talk Kik Messenger Line Skype Snapchat Vibe WeChat WhatsApp 0% 10% 20% 30% 40% 50% Facebook Messenger Kakao Talk Kik Messenger Line Skype Snapchat Viber WeCha WhatsApp Everyone

47. IM is set to overtake social networking on mobile

48. The UK’s major players are not all brand-friendly…yet

49. But there are opportunities to experiment now Tactical messages Brand stickers Customer service Superfan IM groups

50. Social on mobile creates new opportunities Reactive moments More seamless UGC Impulse buying

51. POWER OF THE 1ST SCREEN

52. Power of the ‘1st screen’ 76% 24% MeshingStacking *Millward Brown Ad Reaction 2014; 15-44 multiscreen users

53. Most dual-screening is unconnected to what’s happening on screen *Millward Brown Ad Reaction 2014; 15-44 multiscreen users

54. Though TV clearly does drive social media conversation Source: Kantar, A year in the life of TV & Twitter in the UK, 2014

55. And may even help to make programming a little more popular Source: Kantar, A year in the life of TV & Twitter in the UK, 2014

56. Even infamous examples struggle to achieve the reach that broadcast ads do 15,885 retweets 6,483 favourites 20,000 likes 108m watched 5.1m tweeted 44,500 ‘engaged’ 0.008% of active tweeters A team of 13

57. Big TV events are creating a 2nd screen scrum

58. There are ways to design 2nd screen experiences that scale Partners Amplified content

59. There are ways to design 2nd screen experiences that scale Enhanced experiences Be as good as the 1st screen

60. MODERN FAMILIES

61. The modern family unit is in flux Source: Labour Force Survey - Office for National Statistics Fewer people getting married Women having kids later

62. New kinds of household structures emerging Source: Brand Futures Family of the Future 2014

63. 18% 16% 16% 45% 27% 25% 70% 12% 74% 76% 32% 48% 71% 73% 27% 64% Parenting Children's education Clothing for children Buying a vehicle Parenting Children's education Clothing for children Buying a vehicle Male Female I have final/primary say Share decision-making equally Families ≠ mums Source: http://www.ipsos-mori.com/Assets/Docs/Polls/global-trends-survey-gender-divide-tables.pdf

64. More brands are representing (and celebrating) diversity

65. Some are even making it their campaign idea

66. WHAT RECOVERY?

67. Consumer confidence remains negative despite the recovery

68. Disposable income just isn’t what it used to be 1/3rd of the UK workforce are part- time (the highest since 1992) Source: Manpower Quarterly Jobs Survey; Institute for Public Policy Research August 2014; Office for National Statistics Youth unemployment still high at 18% Earnings < inflation from 2008 - 2013

69. Something Aldi and Lidl have very cleverly exploited

70. Trading down and value-shopping behaviours are deeply ingrained Source: Mintel The Post-Recession Consumer 2014

71. Creating both challenge & opportunity Source: Mintel The Post-Recession Consumer 2014 Switched-on consumers Unprecedented access to comparison information Intense brand competition + + Groceries Mid-range cars Music industry DVD’s Alcohol at home High street travel ‘Traditional’ banking Premium-casual fashion Property aggregators Value retail Consumer tech Fast food Coffee shops Gaming Cinema TV-viewing Film-streaming Fast fashion

72. PRACTICE

73. THE REAL VALUE OF SOCIAL

74. Source: Social Flow August 2014 ‘Organic social’ is in decline on Facebook and Twitter

75. ‘Organic social’ is in decline Source: Convince and Convert March 2014

76. Social media platforms have changed: they are very different entities now Analytics, advertising & identity Developer platformConsumer tech

77. The good news: we have more viable choices than ever

78. It’s clear that social doesn’t build brands on its own – but can reinforce brand equity Source: Peter Field / WARC ‘Seriously Social’ 2014

79. In many ways we need to get back to fundamentals Source: Peter Field / WARC ‘Seriously Social’ 2014

80. MEANINGFUL MARKETING

81. People expect brands to tangibly enhance their lives Today’s paradigm Most people would not care if 73% of brands disappeared Less than 20% of brands notably improve our quality of life Source: HMG Meaningful Brands 2014

82. There are opportunities to make a difference Brands work hard at improving our quality of life and well-being % AGREE 2013 I generally trust brands They communicate honestly about their commitments and promises Brands can play a role in improving my quality of life and well-being 40% 32% 46% 53% 24% 32% 49% 20% Source: HMG Meaningful Brands 2014

83. And being meaningful is commercially beneficial HM MEANINGFUL BRANDS Index’13 STOXX 1800 FTSE4 Good Index x 120% x 175% MB Index considers top 25 meaningful global brands (from companies operating in the stock market) Source: HMG Meaningful Brands 2013 – based on top 25 meaningful brands globally

84. Being meaningful involves driving a blend of benefits for end users Placed fairly in the market Makes a difference to my life Makes a difference to society Listens & cares Good quality Fair price Innovative products Category leader Emotional (happier, express identity) Organisational (make life easier) Financial (savings) Intellectual (ideas/skills, smart) Physical (health, fitter) Social (connecting) Natural (reuse, recycle) Gov & Ethics (ethical, transparent, sustainability leader) Environment (enabler) Economy (local economy / jobs) Community (socially committed) Workplace (employees)

85. Getting the blend right can create meaningful differentiation Source: HMG Meaningful Brands 2013. Scores derived from structured equation modelling and consumer responses Importance in driving meaningfulness in finance (max 1) Howeffectiveisthecategoryis againstthekeyfactors?(outof 7)

86. EXPLICIT AND IMPLICIT

87. Decision-making is driven by the interplay between explicit and implicit processing Source: Admap; Researching implicit memory: Get to the truth; 2013

88. Which has a number of key implications for marketing planning ‘Emotional’ and ‘rational’ are not mutually exclusive Blending motivational and rational drivers is most effective Different channels have a natural skew on the cognitive spectrum ‘Emotion’ needs to be focused – connecting with category motivations

89. Communications should be designed with the right blend of ‘implicit’ and ‘explicit’ drivers in mind Source: Innerscope; Dr Carl Marci: How to create better connections by understanding the brain

90. This reinforces brand-response as a best practice model for marketing Source: IPA Databank; The Long & Short Of It: Balancing Short-term and Long-term Marketing Strategies

91. And leads to a new insight toolkit which examines customer intent against behaviour Perceptual insight Behavioural insight+ Industry surveys Segmentation Focus groups & interviews Brand tracking Implicit reaction testing Passive data Pre-testing Propensity modelling AB testing & observation Facial recognition META-ANALYSIS

92. Next

93. TECHNOLOGY

94. RISE OF CONNECTED TV

95. Connected TV user experiences are improving 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1/1/2010 1/1/2011 1/1/2012 1/1/2013 1/1/2014 1/1/2015 1/1/2016 1/1/2017 1/1/2018 1/1/2019 1/1/2020 Smartphone Tablet Smart TV

96. And a growing number of entry points – both an opportunity & challenge

97. Many household’s will have multiple entry points into connected TV experiences 1. Device-syncing 2. Smart TV apps 3. Consoles and set- top boxes Rights-holders, broadcasters and software services

98. Opportunities to trial brand experiences now New formats & providers Apps: relatively uncluttered Content hubs

99. INTEGRATED COMMERCE

100. Not e-commerce vs. store – retail channels overlap and blur across customer journeys

101. Physical and digital experiences reinforce each other

102. Multichannel customers are more valuable Source: Tesco, Winning in the New Era of Retail, 2014

103. Store visits are already a significant part of e-commerce Sources: Redsock Multichannel Retail 2013; IMRG ** of eligible General Merchandise sales (i.e. excluding food and impossible items like washing machines and sofas) * John Lewis state that 34% of John Lewis sales are collected in Waitrose Stores! So actually their figure is probably higher in total. Click-and-collect was offered at 97 Waitrose's and 35 John Lewis's On average 10% of all UK online transactions collected in store

104. Key omnichannel challenges Data infrastructure – universal analytics framework Quantifying online-to-offline and offline-to-online App-based CRM strategies Enabling seamless (and non-invasive) personalisation

105. BEHAVIOUR

106. ATTENTION DEFICIT

107. As digital media has grown we are spending more time with media overall

108. But this abundance has the effect of making attention scarce

109. This is amplified by media platform switching

110. Clarity & consistency is now a differentiator

111. Clarity & consistency is now a differentiator

112. GENERATION GAP

113. Generation gap

114. Generation gap Over 50’s control 80% of Britain’s wealth People aged between 50 and 74 spend twice as much as the under-30s on cinema tickets Between 2000 and 2010 restaurant spending 65- 74’s increased 33% vs. 18% less for under 30’s Source: The Economist, Demography, 27th Sept 2014

115. We need to re-think our stereotypes about 50+ groups vs.

116. Over 50’s feel stereotyped and/or ignored by marketing 66% feel that most advertising is aimed at 16-to-34 year olds Source: High50 / Research Now, The 50+ Project 2014 95% feel that Apple and Samsung don’t target them at all (21% couldn’t live without a smartphone; 57% really enjoy having a smartphone)

117. Young people are becoming more prudent, less hedonistic

118. At the same their category needs & expectations are shifting

119. PRIVACY VALUE EXCHANGE

120. Users are increasingly aware of good (and bad) use of their data

121. And some are taking control On average 9.26% of impressions are ad-blocked, rising up to 17.7% for tech sites There are 5m estimated VPN users in the UK Sources: Global Web Index 2014 & ClarityRay 2013

122. Nonetheless, many users understand there is a value exchange 84% of 18-34’s are comfortable sharing personal data with businesses via social logins if there is a decent value exchange 59% of all users are willing to share personal data for brands if they make it clear what it will be used for Source: Gigya, 2014

123. Good user experience should underpin data collection & application Intelligent retargeting Give users control & explain the benefits of data-sharing ‘Be as smart as puppy’ – only collect what you need to make UX work

124. PRACTICE

125. MARKETING MEDIA SYSTEM

126. Data & connected media capabilities will lead to system marketing RELEVANCE GRANULARITY INTEGRATION ACCELERATION Behavior-based Purchased-based Segments Personalized Individual-level, Scoring Simultaneously dealing with all Paid Owned Earned touchpoints Agility Real-Time Consumers’ Interests

127. This will go beyond the current digital channels

128. NEW PATHS TO GROWTH

129. 1. Competitive brands hardly differ in loyalty levels. 2. Their difference in size is due to the difference in their user bases. 3. Reach, penetration and saliency strategies are more effective than loyalty-driving strategies. Physical + mental availability Does the received wisdom about brand growth apply in the digital world?

130. Digital customers exhibit greater affinity Domino’s Pizza Online mean score Offline mean score Is a brand I love 7.4 6.9 Brand advocacy 7.2 6.6 Brand consideration 7.5 7.0 Domino’s Pizza Online Offline They communicate with me a lot 21% 13% Source: Arena Media Brand Growth Research 2014

131. And can significantly alter category norms Source: Arena Media Brand Growth Research 2014 % Average books bought Physical books – (Amazon) 54% 5.1 Physical books – (Retail) 49% 4.9 E-books – (Amazon) 34% 8.7 Average 6.2 Average number of bets placed in last 3 months Website Store/person App Average 8.2 6.9 8.9 Average amount bet in last 3 months Website Store/person App Average £81.21 £82.16 £111.70

132. A new kind of availability Virtual availability

133. New paths to growth Growth ‘from below’ Growth ‘from above’

134. New paths to growth Crowdsourcing Freemium Growth-hacking Digital footprint CRM Member-get-member Network effects ‘Earned’ media Partner marketing Effective SOV Salience Brand extensions & launches ‘Upper funnel’ marketing Direct response Brand comms Content distribution

135. This can apply even in ‘traditional’ categories Amounteachpersoniswillingtopay Source: Nicholas Lovell, The Curve

136. Beyond

137. TECHNOLOGY

138. CO-CREATION & CUSTOMISATION

139. ‘Kickstarting’ is getting into popular culture

140. Its not just technology & entertainment

144. There have been a few brand experiments, but remains a relatively untapped area

145. Technologies also developing to enable product mass- customisation

146. As one-off brand initiatives

147. Or to customers en masse

148. INTERNET OF USEFUL THINGS

149. The Internet of Things is top of Gartner’s peak of inflated expectations

150. IoT hype isn’t matching reality 33% of people who purchased a wearable in the past year either do not use them any more or use them infrequently 75% of people are aware of wearables technologies 10% are interested in using them Sources: TNS September 2014; PwC The Wearable Future October 2014

151. Single-purpose devices are likely to do better Most desirable products (by intent to purchase) 1. Fitbit 2. GoPro 3. Google Glass 4. Pebble 5. Nike Fuelband 6. Jawbone 7. VivoFit 8. iWatch Source: Brandwatch July 2014

152. IoT will be much wider than wearable tech

153. In-car and in-home are arguably more promising areas

154. Brands are starting to experiment – service design is a bigger opportunity than advertising

155. Voice is a key area to start developing for right now

156. And there are opportunities to leverage immersive experiences and devices Virtual reality demonstrations Interactive retail technology AR apps

157. PREDICTIVE DESIGN

158. Predictive design: the ‘5th stage’ of technology 1. Hardware 2. Software and OS 4. Data 3. Sensors 5. Prediction

159. Predictive design: the ‘5th stage’ of technology

160. Predictive design: the ‘5th stage’ of technology

161. Which will shape next generation responsive design Interactive screens Voice “V-commerce” Connected living room

162. And OS-based services across

163. Designing services for new interfaces Where is the customer and what are they doing? Serving their need at that point Context Service Device OS, screen size, gesture, voice Design Designing quick, intuitive user experiences Outcome Transact, prime a transaction, reward, entertain

164. MONEY 2.0

165. Mobile interactions have increased 13x from 2009 - 2014 Mobile is starting to change the way we pay and manage money

166. Mobile is starting to change the way we pay and manage money +100% +10% +300% From 45m in 2013 to 90m in 2014 10% monthly growth in payments in 2014 Payments to grow from 14m in 2013 to 44m in 2014 Over 10million contactless card journeys, to roll out across the TFL network in 2014

167. Despite some consolidation it remains a fragmented space for end users

168. Relative penetration is still low

169. Security remains a concern for many

170. There will be further consolidation – and a few early ‘winning’ candidates Backed by high street banks 1m registered users in 3 months Rolling out in waves across participating banks 1m cards activated within 72 hours Already bigger than all contactless competitors 156m registered users to migrate into mobile services An established intermediary Has reach (and revenue) to consolidate Peer-to-peer Payments End-to-end

171. Beyond payments, banking and currency disruptions are on the horizon ‘Mobile-first’ banking propositions have started to arrive

172. Beyond payments, banking and currency disruptions are on the horizon “Crypto currencies are inevitable, once we figure out regulation and how to keep our digital wallets safe in the future.” - Eric Schmidt Despite it’s volatility, there is still an active market in Bitcoin. If regulated and made friendly for end users, virtual currency could be a significant change in banking practice & money transfer.

173. BEHAVIOUR

174. TV VIEWING: GENERATIONAL TIPPING POINT

175. At the moment the vast majority of our viewing is still on linear TV Average daily viewing: 3:55 88% watched live 0:03 daily average across phones, tablets & laptops 1.5% of total TV viewing on connected devices Source: BARB / Thinkbox 2013 average

176. But the recession has softened the start of a clear shift

177. But the recession has softened the start of a clear shift

178. Generational media differences are stark

179. We are seeing the start of a fundamental change A screen in every room Living room ‘cinema screen’ + ‘satellite’ connected screens

180. MURDERED BY MODERNITY

181. Murdered by modernity “The Murdered by Modernity mindset is bound to gain greater prominence in the years ahead. But this is not a trend that will necessarily cause contradictory feelings. We might like to complain about our always-on lifestyles and our inability to escape from technology, but we will also enjoy our ability to find information instantly with a click or a swipe and each new innovation will be welcomed with considerable enthusiasm.” - Richard Nicholls, Future Foundation

182. People are increasingly feeling the need to switch off 0% 20% 40% 60% 80% 100% Total Male Female 16-24 25-34 35-44 45-54 55-64 65+ AB C1 C2 DE 2010 2012 2014 “The stresses of modern life mean that people are less happy than they used to be” “Sometimes I feel the need to get away from phone calls, emails and text messages and switch off” | % agree or agree strongly Baby boomers 58% Gen Y 60% Gen X 65% 60% Source: nVision Research | Base: 2,200 - 5,000 online respondents aged 16+, GB, 2013

183. We are starting to build a set of normative behaviours around use of technology

184. And brands are intervening

185. Brands can help people save time & minimise digital clutter Less is more Quality over quantity Save time, not dwell time Good old fashioned effective frequency

186. DEMOGRAPHIC RECKONING

187. We’ll see 2m growth amongst 65+ by 2020 Source: ONS / nVision | Base: UK

188. An ageing population will have consequences for productivity and fiscal health In developed economies we have hit a demographic ‘sweet spot’ optimal to economic growth – the point at which a high proportion of working age people support a small pool of dependants. We are now emerging out that ‘sweet spot’ into a more challenging period.

189. This is already starting to materialise Source: Joseph Rowntree Foundation 2014

190. Life trajectories are changing - it’s become harder to define customers by age alone Sources: Source: ONS/nVision | Base: England and Wales, 2013; Labour Force Survey, ONS/nVision | Base : Individuals aged 20-34, UK

191. This will have significant consequences Parents & workers for longer Dependants for longer Drive discretionary spending Squeezed discretionary spending Spending more on care Spending more on pensions Younger for longer ‘Older’ earlier

192. CONFRONTING CLIMATE CHANGE

193. People have been more worried about money than the environment

194. But that is starting to change

195. Genuine sustainability will be a competitive advantage The Global 100: World Leaders in Clean Capitalism 50% of Millennials think that in the future, more than any other sector of society, business will achieve the greatest impact on solving society's biggest challenges

196. This may require brands & businesses to change how they operate Services vs. products Sacrificing for sustainability

197. Now, Next, Beyond Rise of connected TV Marketing personalisation Integrated commerce The mobile majority Content as media Multidevice world Digitisation of media Data driving media Co-creation & customisation Internet of useful things Predictive design Money 2.0 Attention deficit The generation gap Privacy value exchange Social goes mobile The power of the ‘1st screen’ Modern families What recovery? TV - generational tipping point Murdered by modernity Demographic reckoning Confronting climate change The marketing-media system New paths to growth The real value of social Meaningful marketing Explicit and implicit Now Next Beyond Tech Behaviour Practice

198. Want to hear more? mark.holden@arenamedia.com @holdenmw

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