1. C-level Strategist Power Panel
Is Digital Media Conquering all
June 19th Keynote
Twitter us at adtech_cpanel during the Keynote
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June 19th

2. Panelist presentation
PANELIST Moderator
Helene Blanchette Ian Chapman-Banks Andrew Pickup Gregory Birgé
Go-to-Market Strategy Senior Vice-President, Chief Marketing Officer, Managing Director
Manager, Direct Marketing Global Sales & Marketing Asia Pacific Region
and Trans-Promo
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June 19th

3. Introduction ….
Extracts…don t shoot at the ambulance…..
(even a French one)
• Marketers are too lazy and reluctant to try
new media
• Agencies aren't doing their jobs
• A frustration with the • Not educated enough on the power of
boss's lack of online
understanding of online
• Don't want to learn new things
advertising is what is likely
• Not aware of the available technology out
holding back marketers in
there
APAC from spending up big
on the medium, • Status Quo is easy and won't challenge the
bosses
• Used to traditional mediums
• 36%, said it was because
"The bosses don't believe
it works
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June 19th

4. Is Digital Media Conquering all ?
1) Reality Check
2) Ecosystem
• Brands
• Agencies
Consumers
• Consumers
3) Ecosystem readiness
Tactics
© Amazon.com
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June 19th

5. Digital is more than banners & websites
DIGITAL IS COLLABORATIVE MARKETING
• Get away from PUSH
• Engage Consumers
• Do not try to control
• Do not use the old way of
communicating to the new
way
• What matters is the
Consumer
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June 19th

6. Reality Check 1+1≠2
• How to integrate Consumers
+ strategy using
innovations ?
• Consumer now try to avoid
us as much as possible….:=)
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June 19th

7. Consumer should be the main Focus
• Consumers are surrounded
by digital innovations
• Our job is to spot them, not
W E’L L TA K E Y OU T HERE.
Web 2.0, Social Networking, Semantic Web, Consumer
@adtech_cpanel © F5 Digital Integrated Planning, 360 June09. – Cpanel Keynote AdTech09
Journeys, Consulting – marketing . . June 19th
F5 understands the challenges faced by companies,
marketers and agencies in this extremely dynamic
environment. As such, we are able to provide the
proper approach by integrating consumer knowledge
with technologies while respecting business objectives.

8. Knowledge curve, where is the gap ?
Brand
Marketing experience
Consumer knowledge
Old
Marketers
Young
Marketers
Digital expertise
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June 19th

9. Avoid the Mushroom effect
 Test  Saturation  Techno break  New saturation
 Simple  Competitive  New Eldorado  Intrusive
 One Way  Innovative  Copy Paste  Disruptive
Before 1980 1980-2000 2000-2005 Since 2006
Press TVs Cinema Online Video Games
Radio Product Placement Banners Web 2.0
Outdoor
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June9th

10. Data ? YES but the right one
• How Much more do we need ?
• What do we do with what we have in hands ?
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June 19th

11. Are we in a sleeping mode ?
• Do we check why NOT ?
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June 19th

12. Digital : An opportunity in recession…
• Reduce your spending
• Focus on your strengths
• Grow your installed base
• Be innovative and patient
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June 19th

13. Starts from the right foot
Strategy Concept Tactics Creative Measurement
DIGITAL
AGENCIES BRANDS CONSUMERS
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June 19th

14. Same Old Rule, but apply differently
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June 19th

15. Are we measuring the right thing ?
• The ultimate measurement
CPP CPC • ROMI
• Sales impact
• Marketing measurements
• Danger Zone ?
4% click rate delivery Page rank guarantee
DOES NOT EXIST DOES NOT EXIST
Unless you spam
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June 19th

16. Backup – F5 credentials
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June9th

17. F5 Digital Consulting :
Consumer engagement and Innovations
 Dedicated consulting agency focusing on
innovation from a consumer point of view
 We develop , support and create solutions to
answer companies problem
 Extremely strong focus on problem solving,
strategy, result and measurement oriented
and quality
Consumers
 Consumer is he heart of our knowledge
 We are unique as we merge with your teams to
represent the company interests
 We work with external technical solution
providers / freelancers to ensure 100% control of
the strategy, the implementation and the result
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June9th

18. Innovation interactions
 We constantly evaluate new solutions that can benefits your needs
 We link those solutions with existing marketing and consumer requirements
 For example :
DGCT - QUIVID 1 to 1 marketing
 Facebook as platform  Measure audience  Intelligent semantic  Intelligent semantic  Customized
engagement watching advertising system to answer system to measure communication
consumer questions brand performance tailored to real
 Unique content  Remote media plan for
online consumer needs
creation multi diffusion points
 Drive to engagement
WWW.F5DC.COM
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June9th

19. Portfolio example , contact us for details
Consulting Agency
 Online representative for Philips  Transpromo internal platform for
APAC Fujixerox
 Deployment of MRD for online  Marketing Hub deployment for
gifting service for Electronic FujiXerox
Photoframe  Online and offline synchronized
 Consumer engagement workshops program for MP3 products
and training (facebook, twitter, corp com site,
 Maintenance of online platform for microsite)
Philps (21 countries)  CRM and Loyalty APAC program
and setup for Philips Customer
Care
@adtech_cpanel © F5 Digital Consulting – June09 – Cpanel Keynote AdTech09 June9th

20. Thank you!
@adtech_cpanel