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Leadership developmentprogrammthe  end ofdigital,[object Object],kaiplatschkechief digital officer,[object Object],mccannworldgroupfrance10.06.2010prague,[object Object]
What i do not want to talk about today,[object Object]
Consumers have taken over media,[object Object]
Web 2.0 3.0 4.0 etc.,[object Object]
Nike+,[object Object]
Forget about « digital »,[object Object]
Digitalisonly the opposite of analogue,[object Object]
DIGITAL ?,[object Object],THE 2010,[object Object],RAZORFISH,[object Object],OUTLOOK REPORT,[object Object],TOPLINE FINDINGS,[object Object]
Digital is not a channel,[object Object],TV,[object Object],PRINT,[object Object],POS,[object Object],CRM,[object Object],DIGITAL,[object Object]
TV is DIGITAL ,[object Object]
PRINT is DIGITAL ,[object Object]
OOH is DIGITAL ,[object Object]
SPONSORING is DIGITAL ,[object Object]
productis DIGITAL ,[object Object]
all channelswillbe digital,[object Object],TV,[object Object],PRINT,[object Object],POS,[object Object],CRM,[object Object],DIGITAL,[object Object],DIGITAL,[object Object],DIGITAL,[object Object],DIGITAL,[object Object]
There is no « digital » for consumers,[object Object]
There is no « social » for consumers,[object Object]
2009 (2008),[object Object],ONLINE USER DECLINATION,[object Object],ONLY 1 YEAR DIFFERENCE,[object Object],JOINERS RISING HIGH,[object Object],Base: 13,834 EU online adults,[object Object],Source: European Benchmark Survey, Q2 2008 & 2009,[object Object]
all channelswillbe social,[object Object],TV,[object Object],PRINT,[object Object],POS,[object Object],CRM,[object Object],DIGITAL,[object Object],DIGITAL,[object Object],DIGITAL,[object Object],DIGITAL,[object Object],SOCIAL,[object Object],SOCIAL,[object Object],SOCIAL,[object Object],SOCIAL,[object Object]
There isonly « life »,[object Object]
Facebook is life,[object Object]
Gaming is life,[object Object]
Using a Mobile phone is life,[object Object]
Samesame but different for the agencies,[object Object]
color,[object Object]
Fromsayingto doing,[object Object]
Advertisingneeds to help brands tobecome part of        life,[object Object]
Frombuyingreach to winningit,[object Object]
media agencieswillbe people agencies,[object Object]
brands as calls to action,[object Object]
brands as calls to action,[object Object]
you have to be the brand youpretend to be,[object Object]
bloggerscan’tsaveyour life!,[object Object]
It’s a marketing shift,[object Object]
Digital is dead
The problemwith the adaptation speed,[object Object],CONSUMERS,[object Object],AGENCIES,[object Object],CLIENTS,[object Object]
Digital is dead
AdaptationLevels,[object Object]
321,[object Object]
360,[object Object]
365,[object Object]
Customer utility,[object Object]
zipcar,[object Object]
MINT,[object Object]
FED EX,[object Object]
LEXUS,[object Object]
obama,[object Object]
useful new engagingballs brand transformational accessibleexecution,[object Object]
Finding a place for digital in the agency,[object Object]
If webelievethis, then …,[object Object],TV,[object Object],PRINT,[object Object],POS,[object Object],CRM,[object Object],DIGITAL,[object Object],DIGITAL,[object Object],DIGITAL,[object Object],DIGITAL,[object Object],SOCIAL,[object Object],SOCIAL,[object Object],SOCIAL,[object Object],SOCIAL,[object Object]
360 ideasdigitalized,[object Object],365 SM concepts,[object Object],Microsites,[object Object],(Banner) Campaigns,[object Object],McCANN,[object Object],DIGITAL,[object Object],Online Branding,[object Object],FB,[object Object],ADVERTISING,[object Object],BRANDING,[object Object],The CP comesfrom one of ouragencies and isresponsible for overall coordination,[object Object],MEDIA,[object Object],MB,[object Object],CLIENT PARTNER,[object Object],MULTIMEDIA,[object Object],G,[object Object],Online touchpoints,[object Object],Owned, paid, earnedshares,[object Object],SEO, SEM,[object Object],Performance,[object Object],Research,[object Object],PR,[object Object],Video Content,[object Object],Broadcasting,[object Object],WebTV,[object Object],Online Events,[object Object],BTL,[object Object],POS,[object Object],WS,[object Object],CRM,[object Object],eINFLUENCE,[object Object],Relatiponships to online journalists and bloggers,[object Object],eINFLUENCE,[object Object],Relatiponships to online journalists and bloggers,[object Object],Online kiosks at POS, interactive touchscreens and isntallations,[object Object],eCommerce,[object Object],Online CRM porgrams,[object Object],Loyalty/ point systems,[object Object],CommunityMgmt and customer  helpdesk,[object Object],Online portals,[object Object],Customer Utility,[object Object],MRM,[object Object]
ANGLE,[object Object]
thinking,[object Object]
From a strategy to a digital strategy?,[object Object]
BRAND VISION,[object Object],STRATEGY,[object Object],COMMUNICATION THEME,[object Object],COMMUNIC. INFLUENCE,[object Object],DIGITAL STRATEGY,[object Object],PLATFORMS,[object Object],DIGITAL STRATEGY,[object Object]
TOGETHER FROM THE BEGINNING,[object Object],DIGITAL,[object Object],TRADITIONAL,[object Object],ONLY ONE BOAT,[object Object]
HOW Can I help you?,[object Object]
ABC APPROACH,[object Object],Audience insights,[object Object],Target groups, values, way of life?,[object Object],Role of the product or brand?,[object Object],Needs, motivations, barriers?,[object Object],Which media? ,[object Object],…audience continued,[object Object],When, where, how often, how long?,[object Object],Information gathering behavior: brand sites, information portals, weblogs, communities? ,[object Object],Who are the opinion leaders?,[object Object],A,[object Object],C,[object Object],B,[object Object],Competitive insights,[object Object],Digital market drivers? Today? Tomorrow?,[object Object],Category competitors? Digital competitors?,[object Object],What could the brand do which would be unique in this context?,[object Object],Brand insights,[object Object],SWOT analysis?,[object Object],Desired digital brand experience?,[object Object],Role of Internet and mobile?,[object Object],Communication goals?,[object Object],Which digital added-values possible?,[object Object],Strategic ,[object Object],recommendations,[object Object]
Planning Framework,[object Object],BRAND ROLE,[object Object],BRAND ESSENCE,[object Object],STRATEGY,[object Object],GOAL,[object Object],BEHAVIOURAL PILLARS,[object Object],PLATTFORMS,[object Object]
cases,[object Object]
casel’oreal,[object Object]
caseNESPRESSO club,[object Object]
case,[object Object]
casemaybelline,[object Object]
trends,[object Object]
Digitalized reality,[object Object]
PERSONALIZATION,[object Object],promote,[object Object],reward,[object Object],entertain,[object Object],inform,[object Object],young adults,[object Object],stakeholders,[object Object],mums & families,[object Object],General info / MUYOM ,[object Object]
young adults,[object Object]
mums & families,[object Object]
stakeholders,[object Object]
Clever-er retail,[object Object]
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
« Paying? »Cleverspreadsimplyviewed,[object Object]
Technologyisnever a barrier,[object Object]
No fear,[object Object]
All predictions come true,[object Object]
cars willfly,[object Object]
End of linear tv,[object Object]
internet willbeeverywhere and free,[object Object]
All media willbestreamed (free of charge?),[object Object]
mastercardwill not be a plastic cardanymore,[object Object]
Learnunlearnrelearndailythanks.,[object Object]

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