This document discusses the changing landscape of marketing and strategy. It notes that consumers are now more informed and skeptical of traditional advertising approaches. Data and analytics are providing marketers more insights into customers and allowing for more targeted approaches. Winning strategies create impact by stimulating conversations, involving consumers through experiences, and building influence, intimacy and identity with brands. Great strategists embrace uncertainty, flexibility and imagination to develop possibilities and tweak approaches based on results. The document emphasizes gaining insights across many categories to develop winning marketing strategies.

1. the
future
of
strategy

2. divergent
convergent

3. THAN EVER
AS MARKETERS,
WE ARE BETTER
informed

4. ACQUISITION
BRAND
TRACKERS
SALES
DAY-
AFTER
RECALL
SEGMENTATION
CHURNDIGITAL
SOCIAL
LISTENING
CREATIVE
TESTING

5. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY
43% 42%
44%
40%
45% 45%
42% 42% 41% 40%
44%
40%
43%
39%
41% 42% 41%
28%
23%
25%
34%
32%
36% 36%
28% 28% 29%
22% 22%
24% 25%
18%
24%
32%
New Campaign
Launch
July 28, 2012
MONTHLY BRAND RECALL TRENDS BY ADVERTISER
Brand AverageCategory AverageBrandCompetitor Average
2012 2013

6. e’ve gone from the giddy consumerism of the
postwar era, when a newly affluent consumer was
happy to play the game with
sellers, to 50 years later,
where buyers have decoded
the feckless language of
advertising and lost interest
in the game played in a
media-engorged world
choking with countless
brands’ ads.”
— Nick Law, R/GA
w“

7. EVERY CATEGORY IS CHANGING.
dramatically.

8. what
is modern
marketing?

9. WHO IS WINNING THE
OF CONSUMERS?
hearts
and
minds

12. 70
20
10

15. AWARENESS
CONSIDERATION
CONVERSION
AN
THAT CREATES
experience
impact

16. stand
something
RELIEVE
FOR
tension

17. PUSHES OFFSTANDS FOR
REAL BEAUTY
MOMS
DEMOCRATIZED
INNOVATION
SATISFACTION
HUMANITY IN
AIR TRAVEL
HAPPY SERVICE
HAPPINESS
HUNGER
BEAUTY THAT
IS SKIN DEEP
UNSUNG HEROES
COMPLICATED
TECHNOLOGY
AN EXCLUSIVE
TRAVEL CLUB
TRANSACTIONS
A SELFISH WORLD

18. IMPACT
provoke a new point of view
how we talkchange
lives bettermake

19. IMPACT LIVES THROUGHOUT THE ENTIRE FUNNEL
BROAD
NARROW
AUDIENCE
ONE
MANY
MESSAGES
COMMUNICATION
PURPOSE
STAGE OF
CUSTOMER JOURNEY
TARGETED UTILITY
MESSAGE
AWARENESS
CONSIDERATION
PURCHASE
GOAL MEDIA

22. breakthrough
linkage
+
+
?

23. INTERACTION INVOLVEMENT
INTIMACYINFLUENCE
impact

24. interaction
• THE BRAND is original, evoking buzz
• THE BRAND stimulates conversation about itself
involvement
• THE BRAND creates experiences that involve consumers
• THE BRAND involves consumers in conversations
influence
• CONSUMERS talk about the brand with others
• CONSUMERS advocate for the brand
intimacy
• THE BRAND connects with consumers personally
• THE BRAND becomes part of consumers identity

25. “To be a great strategist, we have to step back from the need to
find a right answer and to get accolades for identifying it. The
best strategists aren’t intimidated or paralyzed by uncertainty
and ambiguity; they are creative enough to imagine possibilities
that may or may not actually exist and are willing to try a course
of action knowing full well that it will have to be tweaked or
even overhauled entirely as events unfold.
The essential qualities for this type of person are
— Roger Martin, “Why Smart People Struggle with Strategy,”
Harvard Business Journal, June 2014
resilience”
,flexibility
imagination and

26. CATEGORY
INSIGHTS
BUSINESS
INSIGHTS
CORPORATE
INSIGHTS
BRAND
INSIGHTS
PRODUCT
INSIGHTS
SHOPPER
INSIGHTS
CONSUMPTION
INSIGHTS
HUMAN
INSIGHTS
MEDIA
INSIGHTS
TECH
INSIGHTS
CULTURAL
INSIGHTS

27. ATTITUDINAL
CONSUMER
BEHAVIORAL
BRAND
BUSINESS
ENGAGEMENT
SOCIAL

28. thank
you