A presentation I made during the Philippine Marketing Association National Congress on June 28, 2013

1. Gino Borromeo
VP/Chief Planning Officer
McCann Worldgroup Philippines
5 TRUTHS ABOUT MAKING A HUMAN
CONNECTION WITH TODAY’S CONSUMER

2. An informed perspective about
connecting with today’s consumer
What we’ve learned across the
McCann global network
What I’ve learned from planning for brands
at the local, regional and global level

4. What has changed
TECHNOLOGY EMPOWERED CONSUMERSMEDIA + PLATFORMS

5. The canvass for brand creativity
is more expansive than ever.
We can now create experiences,
not just messages.

8. COMMUNITY
CONVERSATION
BRAND
STORY
SERVICES
& UTILITIES
SHOPPING
EXPERIENCE
PRODUCT
EXPERIENCE
Advertising
Video
Digital
Apps
Website
Retail
E-Commerce
Packaging
Innovation
Social/ PR
COFFEE LUXURY

10. In the midst of all this change,
has anything stayed the same?

11. “Nothing is so powerful as
an insight into human nature
- what compulsions drive a
man, what instincts
dominate his action.
If you know these things
about a man, you can touch
him at the core of his being.”
Bill Bernbach

12. What HAS NOT changed is
the importance of HUMANITY

14. CATEGORY
CONSUMER
CULTURECONNECTIONS
COMPANY
TRUTH
Dynamics within the
category and competitors
Consumer attitudes,
values, behaviors
The brand, product
or organization
Overarching cultural
forces and context
How people use media
and technology

16. Truth = A deep understanding of humanity

17. Truth = Effective and Creative

18. 5 truths about making a human
connection with consumers today

19. Truth #1: Be useful or helpful

20. The technology and platforms we have
available today allow us to create useful ideas,
not just disposable ones.

22. Over 50% of consumers around the
world believe that mobile technology
can help solve real-world problems like
crime and terrorism.

24. AVAILABLE TECHNOLOGY
Google Streetview
technology
WHAT PEOPLE CARE ABOUT
To find the best hiking trails
in these national parks
WHAT BRAND CARES ABOUT
Nature Valley
supports the
preservation of US
national parks
THE OPPORTUNITY
Help people identify and
preserve the best hiking trails

26. Truth #2: People seek ideas they can share

27. “The Social Economy”
Who you know
What you share
How you connect
Currency in one’s
many social circles
and networks
=

28. In the Social Economy, brands are meaningful
when they can help people...

33. Truth #3: Cultural context makes all the difference

34. The right idea at the right time at the right place
at the right moment at the right cultural context+ the right cultural context

35. How can we tap into the current zeitgeist?

41. Truth #4: Make a stand

42. “What brands can do brilliantly is
to broker change in people’s lives”
John Grant

43. What I value
and believe in
What kinds of
brands and
products I
choose

46. Truth #5: Never ever forget to touch the heart

47. Emotional response is the most powerful
influence on consumer decision-making

48. What makes people smile, laugh, cry, etc.

53. Truth #1: Be useful or helpful
Truth #2: People seek ideas they can share
Truth #3: Cultural context makes all the difference
Truth #4: Make a stand
Truth #5: Never ever forget to touch the heart

54. THANK YOU FOR LISTENING
@manilapaper