New Business Idea The Phelps Group ICOM North American Regional Meeting October 18-20, 2007

Our Challenge  How can we effectively compete in new business pitches in categories where we currently don’t have depth or experience?

In the Past  We’ve depended on freelancers, consultants or people on “our bench.”  We’ve done research on our own.

A New Approach  We’ve partnered with a company called iconoculture to bring new depth and insights to our current business and new business pitches.

iconoculture  Specializes in putting the consumer at the center of the client’s business. They help align products, services, brands and messaging with consumer wants, needs and desires.They help align products, services, brands and messaging with consumer wants, needs and desires.  Provide clients/agencies with real-time consumer insights and translation capabilities.

iconoculture  Iconoculture Advisory Services Answer specific consumer-related questions with deep insight, implications and application advice.Answer specific consumer-related questions with deep insight, implications and application advice. New product development and creative innovationNew product development and creative innovation Advertising and promotion evaluationAdvertising and promotion evaluation Market direction and trendsMarket direction and trends Hypothesis development and confirmationHypothesis development and confirmation Brand architecture and developmentBrand architecture and development Communications and messagingCommunications and messaging Concept validation and enrichmentConcept validation and enrichment Design and packaging approachesDesign and packaging approaches

Iconoculture Advisory Services  Core team of 35+ consumer experts, each specializing in one or more consumer lifestyle categories or demographics.

A few panel members  Larry Wu, VP, Consumer Strategist Food/Beverage Director of R&D at Starbucks Coffee CompanyDirector of R&D at Starbucks Coffee Company General Foods Corporation’s Beverage DivisionGeneral Foods Corporation’s Beverage Division Campbell Soup Co.Campbell Soup Co.  Christopher Keating, VP, Consumer Strategist Financial Services FCB and Y&R agency experience working with JPMorgan Chase, Citigroup, American Express, AT&T, Disney and Miller Brewing Co.FCB and Y&R agency experience working with JPMorgan Chase, Citigroup, American Express, AT&T, Disney and Miller Brewing Co.  Tim Henderson, Sr. Director, Consumer Strategist Matures and Retail Former editor-in-chief of STORES magazineFormer editor-in-chief of STORES magazine Managed communications for National Assoc. of Convenience StoresManaged communications for National Assoc. of Convenience Stores

Consumer Intelligence Platform  24/7 online access to all general market and multicultural consumer content  Houses more than 45,000 consumer observations, trends, values, Macrotrends and market facts.  Webcasts on emerging trends and breaking consumer topics

IconoCommunities  Focused online conversations with consumers Deep DiveDeep Dive  One or a series of questions about a particular topic. PulsePulse  Regularly scheduled check on consumers’ reactions to something specific (tracking communication or consumer perception over time, etc.)

IconoWorkshops  Work sessions with Iconoculture strategists Idea alignment (half-day ideation session)Idea alignment (half-day ideation session) Idea DNA (more detailed full-day session with advanced analysis and insight tools)Idea DNA (more detailed full-day session with advanced analysis and insight tools) Multi-day workshopsMulti-day workshops

In closing The Phelps Group Santa Monica, CA