1

The nerds are here. Digital is taking over. March 14, 2012

2

Link to Last Advertising Agency on Earth http://www.youtube.com/watch?v=ERGrSQoY5fs

3

Canadian Digital Industry Trends What do you think is happening?

• IAB Canada reported Canadian online advertising revenues for 2010 exceeded budgeted expectations of $2.1 billion, and grew by 23% to $2.23 billion for 2010.

“Surpassing the $2 billion dollar mark for Online ad revenues and moving into second place in terms of overall ad spend in Canada — is without a doubt — a watershed moment for the digital community in Canada.”

Paula Gignac President, IAB Canada August 2, 2011

4

5

My idea will win. - Traditional guy

My idea will win. - Digital guy

The best idea will win .

- The planner

6 Who is driving the bus on campaigns these days?

7 Digital struggled for a while to get on the bus.

8 Finally, we’re on the bus.

9 And more frequently, we’re driving.

10 But now the question is....are we the right drivers?

11 Who should be in this seat?

12 It all depends on where you want to go.

Toronto School Bus Route

13

Sounds boring but…

• What are your goals?

• What are your objectives?

• Never before have these mattered more….

14

We do things the same way.

Think. Design. Bless. Launch. Produce.

15

Old vs. New

16

TV Radio NSP BB .ca Social

Idea Creation

17

So what is at a premium today?

18

Who is doing this well?

19

20

• Challenge: Moms/Dads know driving a minivan is not cool.

• Solution: Make it cool.

21

Link to Swagger Wagon http://www.youtube.com/watch?v=ql-N3F1FhW4

22

Results

• Facebook: 199,287 shares

• Twitter: 44,584 tweets

• Blogs: 687 blog posts

• YouTube: 10,770,608 views

– including 1,066 comments

23

24

Link to Jay Z’s Decoded http://www.youtube.com/watch?v=XNic4wf8AYg

25

26

Link to Burger King Whopper Face http://www.youtube.com/watch?v=lBvtANapQwU

27

Results

• Incremental 45% Whoppers sold during three month promotional period.

28

Now back to this guy….a good bus driver is defined by…

Vision

Rules of the road Right people on board

Well-tuned engine Working equipment

Well-fuelled Well-timed path

Respect your passengers

29

Be the bus driver. Nothing moves without

you saying it does.

30

Thanks.