THE DIGITAL FUTURE BRIAN FETHERSTONHAUGH

CHAIRMAN & CEO, OGILVYONE WORLDWIDE

HIGHWAY TO HELL OR STAIRWAY TO HEAVEN?

HIGHWAY TO HELL

More Innovation!

MoreAccountability!

THE MARKETER’S HOT SEAT

THE MARKETING CONFIDENCE GAP

Source: eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Nielsen Media Research 2008, Neo@Ogilvy Media Analytics, PricewaterhouseCoopers LLP, Wilkofsky Gruen Associate. November 2009 Report.

% Consumer Time Spent Online % Advertising Dollars Spent Online

0%

10%

20%

30%

40%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

The Marketing Confidence Gap

Wheee!

Wow!

Yaaay!

• One-off mentality• Perpetual start-up mode• Chasing the next shiny object

STAIRWAY TO HEAVEN

•Mindset•Pathway•Platform•Discipline

THE RIGHT MINDSET

Four Ps

Product

Place

Price

Promotion

Four Es

ExperienceEveryplace

Exchange

Evangelism

THE SIX GLOBAL DIGITAL HOT ZONES Search

Digital Video Storytelling

Mobile

Social Media

Performance Marketing

Digital out-of-home + POS

CREATING THE STAIRWAY TO HEAVEN

START HERE

TIME

•Digital Ambition

•Customer Journey

•Platform Choices

PHASE 1 PHASE 2 PHASE 3 PHASE 4

CREATING THE STAIRWAY TO HEAVEN

START HERE

TIME

PILOT TEST #1

ADD TEST #2

OPTIMIZE #1

ADD TEST #3

OPTIMIZE #1, 2

ADD TEST #4

OPTIMIZE #1, 2, 3

PHASE 1 PHASE 2 PHASE 3 PHASE 4

“Stop the campaignery.”

© 2009 IBM Corporation © 2009 IBM Corporation

IBM Wimbledon SEER application

Button TextButton Color

Link & Text

log-in button

Number of Offers

Original Optimized

+15%

Am I doing the best for my baby?

The universal insight

It all starts with Mom

GSI Consumer Intent Model 2009Personas

Understanding Mother’s Journey

Friends & Family

Social Search & Blogs

SocialNetworks

Websites

e-Commerce

We need to focus on Mom, not just websites

A creative platform that grows with mum and baby.

Mobile apps

NESTLÉ

WHERE WILL YOU LEAD US ?

STAIRWAY TO HEAVEN

HIGHWAY TO HELL

brian.fetherstonhaugh@ogilvy.com