Matt Butterworth's Personal profile

1. Matt Butterworth!
Experience and client portfolio

2. Why I do what I do…!
…inspire original thinking & creativity
through a deeper understanding of
technology and human cognitive
behaviour.

3. Career timeline…!
…17 years of digital experience working
globally on digital projects for some of the
worlds leading brands always putting the
consumer at the heart of the proposition

4. Creative Strategy & Planning Operation Client Management New business
Denney & Denney AMX Folk Creative Amaze
Hypermedia Communications Arnold Interactive 2003 - 2009 2009 - Present
1996 - 1999 1999 - 2003
1995 1997 1999 2001 2003 2005 2007 2009 2011
Career Timeline!

5. Denney & Denney AMX Folk Creative Amaze
Hypermedia Communications Arnold Interactive 2003 - 2009 2009 - Present
1996 - 1999 1999 - 2003
1995 1997 1999 2001 2003 2005 2007 2009 2011
Client History!

6. Helsinki
Dublin
London Amsterdam
Dusseldorf Moscow
Toronto Paris Brussels
Cannes
San Francisco Barcelona Milan
Lisbon
Hong Kong
Manila
Bangkok
Kuala Lumpur
Singapore
Jakarta
Client History!

7. Motivation, style and beliefs…!
Digital evangelism
Creative Passionate
Inspired, committed, creative should be at the heart of Dynamic, driven, second best is not an option, strive
everything we do
perfection, its about leading by example
Entrepreneurial Down to earth
Seeking new ideas, creative inspiration and Client and delivery focused, non nonsense,
opportunities, taking calculated risks, you can only transparent, honest open and educated
succeed if you have at least failed once
Results Understanding
Focusing on the consumer experience, translating the Cognitive behavioural understanding together with
brand promise, in its totality, into a digital form and practical real every day experiences"
function that has defined KPI’s and a measurable and insights, its about getting under the skin of the
framework that proves results
audience and understanding what makes them tick.

8. Motivation, style and beliefs…!
Tactical
Strategy Persona development
Seeking new ideas, creative inspiration and Seeking new ideas, creative inspiration and
opportunities, taking calculated risks, you can only opportunities, taking calculated risks, you can only
succeed if you have at least failed once
succeed if you have at least failed once
Client services Data planning & segmentation models
Inspired, committed, creative should be at the heart of Inspired, committed, creative should be at the heart of
everything we do
everything we do
New business development Journey planning
Proven track record in
Client and delivery focused, non nonsense,
transparent, honest open and educated
Digital Governance
Cognitive behavioural understanding together with
practical real every day experiences"
"
Digital CRM
Inspired, committed, creative should be at the heart of
everything we do

9. Joint project with a team of cognitive and behavioural psychologists
What I believe…! - What are and how can we identify digital “moments of truth”?
- How do we “end on a high”, when we cannot control the end point?
- Can we develop a predictive model for ‘peak’ experiences around a
Peak end rule classic cognitive, affective & behavioural framework
We judge our experiences
almost entirely on how they
were at their peak and how
they ended
Source: ‘Peak End Rule’Danny Kahneman, Nobel Prize Winner!
Net pleasantness or
unpleasantness, or the length
of the experience is almost
entirely disregarded
Joint project with a team of cognitive and behavioural psychologists"
"
What are and how can we identify digital “moments of truth”?
How do we “end on a high”, when we cannot control the end point?"
Can we develop a predictive model for ‘peak’ experiences around a classic cognitive, affective &
behavioural framework

10. What I believe…!
digital strategy is not just digital
communications strategy
Digital Strategy Digital Communications Strategy
Focus on the total customer experience and Focus on communicating the brand and product mix
translating the brand promise, in its totality, into digital through digital channels"
form and function" Website (and other digital channels) essentially another
Provides tangible value to the user across the tool in the promotional mix"
customer lifecycle" Typical examples of materials produced as part of a
Emphasis on the Web as part of an organisation’s digital comms strategy include campaign minisites,
business infrastructure" display ad units, social channels, mobile sites etc"
E-enabling customer services and operational Usually measured in terms of reach (traffic), acquisition
processes " (leads) and conversion (sales)."
Optimise efficiencies and improve effectiveness
Limited shelf life – run as part of broader campaign

11. What I believe…adaption has been slow in coming!
Web analytics
External
Applications
Content
PPC
Management
“Management of digital strategy and
communications remains siloed...” "
Forrester 2011
Email
Strategy
Social
Mobile
Monitoring &
Publishing

12. The near future…enterprise organisations will manage communications
through an interconnected digital hub
Web analytics
External
Applications
Content
PPC
Management
Digital Hub
Content, Curation,
Collaboration, Data mining"
Intelligence
Email
Strategy
Social
Mobile
Monitoring &
Publishing

13. Amaze PLC, European Strategy Director !
2009-present
Background Clients
Leading the strategic vision for mainland Europe, Asics, Bridgestone, Dr Oetker"
reporting to the Managing Partner and Commercial Dyson, FedEx, Lexus, Toyota"
Director. Strategic team alignment with the overall Cefic, Federation for European Business
business objectives
• Strategy pre sales
• Strategic consultancy Conference, Publication and Public Speaking
• User journey specification Figaro Digital - Social Governance"
• Audience segmentation IAB - Digital consumer segmentation "
• Digital persona development Digital Marketing First - Master class Social Media"
• Social media strategy Dyson - Digital trends and future innovation"
• Digital governance NMA. Digital Media, The Drum, Brand Republic
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics Key achievements
• CMS Technology 75% pitch win ratio, revenue of £2M, won the largest pan
• SEO strategy European strategic project covering 12 European territories,
• Client Services Led Dr Oetker into first pan European social strategy,

14. Amaze PLC, Case studies !
Bridgestone "
strategy
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

15. Amaze PLC, Case studies !
Bridgestone "
motorcycle strategic "
implementation
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

16. Amaze PLC, Case studies!
Dr Oetker social strategy
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

17. Amaze PLC, Case studies !
FedEx social media strategy
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

18. Amaze PLC, Case studies !
Asics
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

19. Amaze PLC, Case studies !
Bridgestone First Stop
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

20. Amaze PLC, Case studies !
Federation for European Business
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

21. Folk Creative, Managing Partner / Strategist !
2003-2009
Background Clients
Leading the strategic vision for mainland Europe, Asics, Bridgestone, Dr Oetker"
reporting to the Managing Partner and Commercial Dyson, FedEx, Lexus, Toyota"
Director. Strategic team alignment with the overall Cefic, Federation for European Business
business objectives
• Strategy pre sales
• Strategic consultancy Conference, Publication and Public Speaking
• User journey specification Figaro Digital - Social Governance"
• Audience segmentation IAB - Digital consumer segmentation "
• Digital persona development Digital Marketing First - Master class Social Media"
• Social media strategy Dyson - Digital trends and future innovation"
• Digital governance "
• Data planning (Global web Index, TGI) NMA. Digital Media, The Drum, Brand Republic
• Future trends and innovation
• Measurement and analytics Key achievements
• CMS Technology 75% pitch win ratio, revenue of £3M, won the largest pan
• SEO strategy European strategic project covering 12 european territories,
• Client Services Led Dr Oetker into first pan european social strategy,

22. Folk Creative, Case studies !
The Conservative "
Party
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

23. Folk Creative, Case studies !
Philips
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

24. Folk Creative, Case studies!
ECB
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

25. AMX / Arnold Worldwide, Head of Creative/Strategy !
1999 -2003
Background Clients
Leading the strategic vision for mainland Europe, Asics, Bridgestone, Dr Oetker"
reporting to the Managing Partner and Commercial Dyson, FedEx, Lexus, Toyota"
Director. Strategic team alignment with the overall Cefic, Federation for European Business
business objectives
• Strategy pre sales
• Strategic consultancy Conference, Publication and Public Speaking
• User journey specification Figaro Digital - Social Governance"
• Audience segmentation IAB - Digital consumer segmentation "
• Digital persona development Digital Marketing First - Master class Social Media"
• Social media strategy Dyson - Digital trends and future innovation"
• Digital governance "
• Data planning (Global web Index, TGI) NMA. Digital Media, The Drum, Brand Republic
• Future trends and innovation
• Measurement and analytics Key achievements
• CMS Technology 75% pitch win ratio, revenue of £3M, won the largest pan
• SEO strategy European strategic project covering 12 european territories,
• Client Services Led Dr Oetker into first pan european social strategy,

26. AMX / Arnold Worldwide, Case studies !
Barclays
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

27. AMX / Arnold Worldwide, Case studies !
Hewlett Packard
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

28. AMX / Arnold Worldwide, Case studies!
Fox Kids
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

29. Denney & Denney / Hypermedia, Design Director !
1996 -1999
Background Clients
Leading the strategic vision for mainland Europe, Asics, Bridgestone, Dr Oetker"
reporting to the Managing Partner and Commercial Dyson, FedEx, Lexus, Toyota"
Director. Strategic team alignment with the overall Cefic, Federation for European Business
business objectives
• Strategy pre sales
• Strategic consultancy Conference, Publication and Public Speaking
• User journey specification Figaro Digital - Social Governance"
• Audience segmentation IAB - Digital consumer segmentation "
• Digital persona development Digital Marketing First - Master class Social Media"
• Social media strategy Dyson - Digital trends and future innovation"
• Digital governance "
• Data planning (Global web Index, TGI) NMA. Digital Media, The Drum, Brand Republic
• Future trends and innovation
• Measurement and analytics Key achievements
• CMS Technology 75% pitch win ratio, revenue of £3M, won the largest pan
• SEO strategy European strategic project covering 12 european territories,
• Client Services Led Dr Oetker into first pan european social strategy,

30. Denney & Denney / Hypermedia, Case studies !
Commonwealth Games 98
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

31. Denney & Denney / Hypermedia, Case studies !
Chelsea FC webcast
Background
Blah blah blah
• Strategy pre sales
• Strategic consultancy
• User journey specification
• Audience segmentation
• Digital persona development
• Social media strategy
• Digital governance
• Data planning (Global web Index, TGI)
• Future trends and innovation
• Measurement and analytics
• CMS Technology
• SEO strategy
• Client Services

32. Matt Butterworth!
Experience and client portfolio