What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009

Our founder David Ogilvy started his career in advertising, in New York, in the early forties Already then he believed in building Brands He believed in Big Ideas He had vision Today we have 450 offices around the world

“You cannot work for us if you do not understand Brands” Shelly Lararus Chairman Ogilvy Worldwide

Brands are built like bird’s nests with scraps and straws

You can only consider yourself successful if a Brand flourishes

Brands represent lasting value for companies, organizations, the government and people

Ranking _______ Brand _________ Google Microsoft Coca Cola IBM McDonalds Apple China Mobile General Electric Vodafone Malboro Brand Value ($m) 2009__ Brand Value change 09 vs.08_________ 16% 8% 16% 20% 34% 14% 7% -16% 45% 33% * 2009 Annual BrandZ Research by Millward Brown Optimor

Performance: “I tried the Brand” Presence: “Yes, I have heard about the Brand” Advantage: “I buy this Brand” Relevance: “It could be my Brand” Bonding: “This is my Brand” No Presence: “I don’t remember the Brand” Unknown From an unknown Brand to love for a Brand BrandZ model

So, Brands really matter But what’s new around the world in Branding?

Marketing communication without engagement of the consumer is just noise

The interruption model is dying a slow death

What I told you so far Understand Brands Brands really matter Feelings and reputation Engaging, building relationships Brand performance New media in every plan Interruption model is dying

Some current problems with Brands?* Consumers distrust many Brands Consumers want Brands to be more social relevant Brands are experienced differently country by country Brands must come to realities of the consumer 40% of consumers distrust financial services Brands * McKinseyQuarterly worldwide survey

But what is really new in Brands? The Dove case

Dove Evolution film

Dove Pro age

“The world would be a better place if more women feel more beautiful every day”

“It is time for honest marketing” McKinsey research

My Grandson

“The world would be a better place, if football clubs would share some of their wealth with good causes”

“The Brand’s best self” and “A cultural tension”

Three more examples of social responsible films made by Ogilvy Amsterdam

What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009