PowerPoint presentation for Universal McCann

1. 2007 Story
What We Believe & Who We Are

2. Three pillars that change everything
Media Innovation Consumer Change Attitude Formation

4. Global leadership team
Nick Brien
Chief Executive Officer
Hugh Dow Graham Duff Mary Gerzema Carlos Guiterrez David Morgan
Canada President EMEA President US President LATAM President APAC President
Tara Comonte Wayne Fletcher
Head of Comms
Chief Financial Planning
Officer

5. Tomorrow’s world is here today
Interactivity Personalisation
Mobility
Community Control

6. Consumers think, interact and behave differently
EXPLORATION TRIBES
Brands Peers
Willingness to experiment Self organising into
and shift between communities of shared
services, brands and values and interests.
technologies in the Creating meeting
pursuit of self identity, self grounds for the similarly
expression and social minded, socialising in rich,
connections ad hoc and instant ways.
EMOTION FLEXIBILITY
Movement toward Turning towards services
consumption out of wants and technologies that
and desires rather than Media make work, rest and play
out of need, defining easier and more flexible
value in terms of emotion
reward

7. Brand experience is the driver of attitude
and behaviour
Direct Contacts
(generated by marketer)
Advertising
Promotional Initiatives
Events
Pricing & Packaging etc.
Indirect Contacts
(generated by someone else)
WOM/Advocacy
Competitor initiatives
Cultural References etc.
Brands as Ideas formed through Cumulative Experience

8. Index of Influence
(Average)
Word-of-mouth 129
Friends / Family recommendation 120
TV ad 117
Test / tasting 113
Message delivered in person by staff or expert 113
Exhibitions / Galleries 111
Packaging 111
Branded items 110
POC / POS 110
Mag ad 109
Source: Universal McCann UMCA, Integration 2006

9. Experience is everything
Contact Experience Content
Shared Vision

10. Thinking along different lines
Top-down
Determined by the brand
Interact Invite
Share Express
Experience Involve
Bottom-up
Determined by the consumer

11. Exploring different avenues
Top-down
Determined by the brand
Interact Invite
Share Express
Experience Involve
Bottom-up
Determined by the consumer
Directories
Search CRM
Social Networks / WOM Content Network
Events & Sponsorship Marketing
Mobile Marketing

12. Best-in-class companies built to deliver
total communications that propel business forward
Advertising
Media Communications
Relationship Marketing
Events & Promotions
Brand Identity
Public Relations

13. Traditional media are in transition
A while ago Yesterday Today Tomorrow
Television
Broadcast Cable HD ITV
Radio &
Music
Stereo system / Portable mp3 Satellite &
Radio Walkman players / iPods online radio
Readership
Magazines &
Books Newspapers Online, blogs Electronic paper
News
Broadcast &
Newspapers & radio cable TV Online & podcasts News on mobile

14. Traditional media are in transition
A while ago Yesterday Today Tomorrow
Television
Mainframe & mini-apps PC software Web applications Cyborgs
Internet
access
Internal network Dial-up Broadband & WiFi WiMax
Personal
communication
Mail Courier, fax E-mail Multi-platform IM
Phone
Landline phone Portable phone Mobile phone Smart phone
Home video
Film projector VHS DVD DVR and VOD
Games Electronic PC games
Pinball arcade games and consoles Mobile multiplayer

15. Our expertise is as diverse as our global roster
Technology Packaged Goods QSR Automotive
Healthcare Financial Services Transportation Beverage/Alcohol