CorporateCommunications

in Turbulent Times

10+1 False Dilemmas

www.communicationeffect.com

1. Men vs. Women

More and More women

More powerful role: 20% (CEOs), 40% (C dpt), agency

Care, diversity, performance � add $12 trillion to global growth

Edelman, 3/3

Lean In campaign

2. Team vs. Sum of Stars

Beyond theory, it’s a dead pragmatic issue (Instagram, Snapchat, Millennials)

Real Time marketing imperative

Missing out on Youth, Women, Diversity

3. Digital vs. Creative

Digital is all the rage but not enough

Algorithms vs. visual vs. headline/caption

Eternal conundrum: vertical or horizontal

4. Strategy vs. Real Time Marketing

RIP the 12-month plan

Set out a system to deal with 12-minute, 12-day, 12-week, 12-month challenges

Real Time Marketing � Imperative, Strategy � Mandatory

The cock �ght case

5. Traditional Activities vs. High-Tech Effects

Big events are always a must

Virtual events add value, save costs and nurture Communities

Combination of physical and digital emerge as an integrated move

6. Celebrities vs. Trusted People vs. User Generated Content (UGC)

Celebrities still add value

Trusted People, Ambassadors, Advocates, In�uentials are indispensable indeed

User Generated Content stands as a new strong currency

CREATE GREAT CONTENT VS. ADS

VS.

7. Earned Media vs. Owned vs. Paid

Media relations are still imperative

Owned media is frequently shrunk on Facebook

Paid media has been expanded (social media ads, Google ads, native content)

- stronger relevance- better engagement- higher trust

8. In-house Content Studio vs. Outsourcing Expertise �

Apart from Content Department,almost everybody

is a content generator Edelman’s

Creative Newsroom

9. Mobile Marketing vs. Classic PR �

Mobile is the new normal, it’s not a platform

Opportunity to bring together communications, marketing, sales

10. Performance vs. Public Good

Open to the debate about CSR and Sustainability new role (#BarclaysDebate)

Humanitarian crisis calls for moves that inspire empathy and amplify social footprint

More and more companies look for the extra mile

Experience of supporting NGOs and Solidarity Initiatives

11. Budget Hair-Cut vs. Services Upgrade/Boosting Performance

The day after Referendum/Capital Controls � A new era

A new Agency model: More with less. Global competition

Investment in fresh talent, compelling creative, state-of-the art digital,overwhelming customer care. Yet on top: live with lack of resources

Address populism, elitism, anti-business wave � Leadership, resourceful, activism

Thank You!

www.communicationeffect.com