1. James May Chief Strategy Officer ADV Marketing Communications Group Large-scale integration of various disciplines in Advertising: New Model of Integrated Marketing Communications or Blast from the Past?

2. How much does advertising cost?

3. Jeff Bezos, Founder of Amazon.com (14 th most valuable Brand in the World - $37.6B – Source: Millward Brown) “Advertising is the price you pay for an unremarkable idea”

4. A recent history of Communications Planning Full Service Agencies Integrated Communications Media Independents Digital Specialists ?

5. No. Digital is not simply just another medium

6. The old way of doing things… Storytelling Buy Reach Create Engagement The more REACH you buy the more your campaign can create ENGAGEMENT Talking at Consumers

7. The new order… Create Useful Consumer Platforms Deliver Value Win/Earn Reach The more ENGAGEMENT your platform creates the more REACH you win Talking with Consumers

8. Communication in the past… Interruption Single Message One way

9. …and now Interruption Single Message One way Interaction Multiple Messages Many 2 Many

10. The 80/20 Rule reverses… We used to spend 80% on distribution (Media) and 20% on content (Production) We will now spend 80% on the content (Platforms) and 20% on distribution (to drive traffic)

11. A Digital Strategy can transform a brand Meets Unrecognized Needs (Transformation) Create Evangelism Create Loyalty Create Satisfaction Meets Desires (Success) Meets Expectations (Survival)

12. An mp3 played creates satisfaction, it meets expectations…

13. An i-pod, with its consumer interface, i-tunes and so on meets desires (and creates loyalty)…

14. An example of meeting unrecognised needs?

16. Consumers are taking control of the traditional Brand/Marketing Mix… Product Price Place Promotion

17. …and demanding more, much more Product Price Place Promotion Personalisation

20. Price is a given but consumers now also demand performance Product Price Place Promotion Personalisation Performance

21. A shift in Brand Equity…. Brand ≠ what it says

22. A shift in Brand Equity…. Brand ≠ what it says Brand = what it does Value + Content it delivers x What people say about it

23. WIIFM?

24. It’s no longer simply about the place a Brand is sold… Product Price Place Promotion Personalisation Performance Position

26. …and finally people want to get involved Product Price Place Promotion Personalisation Performance Position Participation

28. 750,000 people installed Lipton tea plants and made 50,000,000 packs of tea

29. Not a ‘Blast from the Past’ but a New Model… Owned Equities a Brand has, both Virtual and Real-world Earned Actions taken by the Brand to get itself talked about Paid Investment made in Content and paid-for Media

30. James May Chief Strategy Officer ADV Marketing Communications Group