1. THE DIGITAL
FUTURE
BRIAN FETHERSTONHAUGH
CHAIRMAN & CEO, OGILVYONE WORLDWIDE
HIGHWAY TO HELL OR STAIRWAY TO HEAVEN?

2. HIGHWAY TO
HELL

3. THE MARKETER’S HOT SEAT
More
Innovation!
More
Accountability!

4. THE MARKETING CONFIDENCE GAP
40%
30%
20% The Marketing Confidence Gap
10%
0%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
% Consumer Time Spent Online % Advertising Dollars Spent Online
Source: eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Nielsen Media Research 2008,
Neo@Ogilvy Media Analytics, PricewaterhouseCoopers LLP, Wilkofsky Gruen Associate. November 2009 Report.

5. Yaaay!
Wheee!
Wow!
• One-off mentality
• Perpetual start-up mode
• Chasing the next shiny object

6. STAIRWAY TO
HEAVEN

7. •Mindset
•Pathway
•Platform
•Discipline

8. THE RIGHT MINDSET
Four Ps Four Es
Product Experience
Place Everyplace
Price Exchange
Promotion Evangelism

9. THE SIX GLOBAL DIGITAL HOT ZONES
Search
Digital Video
Storytelling
Mobile
Social Media
Performance
Marketing
Digital out-of-
home + POS

10. CREATING THE STAIRWAY TO HEAVEN
•Digital Ambition
•Customer Journey
•Platform Choices
START
HERE
TIME
PHASE 1 PHASE 2 PHASE 3 PHASE 4

11. CREATING THE STAIRWAY TO HEAVEN
ADD TEST #4
OPTIMIZE #1, 2, 3
ADD TEST #3
OPTIMIZE #1, 2
ADD TEST #2
OPTIMIZE #1
START
HERE PILOT TEST #1
TIME
PHASE 1 PHASE 2 PHASE 3 PHASE 4

13. “Stop the
campaignery.”

16. © 2009 IBM Corporation © 2009 IBM Corporation

18. IBM Wimbledon SEER application

23. Link & Text
n
lo g-in butto
Button Text
Button Color
Number of Offers

25. Original Optimized
+15%

33. It all starts with Mom
The universal
insight
Am I doing the best for my baby?

34. Understanding Mother’s Journey
Personas
GSI Consumer Intent Model 2009

37. We need to focus on Mom,
not just websites
Social
Networks
Friends & Family
Websites
Social Search & Blogs
e-Commerce

38. A creative platform
that grows with mum
and baby.

39. Mobile apps

40. NESTLÉ

42. WHERE WILL
YOU LEAD US ?

43. STAIRWAY TO
HEAVEN

44. HIGHWAY TO
HELL

45. brian.fetherstonhaugh@ogilvy.com