Marketing Innovation

for brands in the digital age

Shanghai, May 16, 2014

SOME BIG SHIFTS

PRODUCT CENTRIC

FROM:

TO:

PAID, OWNED, EARNED

INTERRUPTION

BRANDS WITH PURPOSE

DYNAMIC CONTENT MADE MEDIA

#STRATEGY INNOVATION

NEW WORLD

BIG IDEA S L

AN IDEAL IS A BELIEF SYSTEM THAT DRIVES EVERYTHING THAT A BRAND DOES. WHERE EMPLOYEES, CUSTOMERS AND SUPPLIERS ALL BECOME BRAND EVANGELISTS. IF WE ARE ABLE TO BUILD BIG IDEAS AROUND A BIG IDEAL, THE BRAND BECOMES AN UNSTOPPABLE FORCE.

BRAND’S

BEST SELF

CULTURAL

TENSION

The

Big ideaL

CULTURAL

TENSION

BRAND’S

BEST SELF

CULTURAL TENSION

There’s enough bad news to give people a negative outlook on life if they let

it get to them.

BRAND’S BEST SELF Coca-Cola is great because it can enhance the mood of the world.

The

Big ideaL

‘Coca-Coca believes the world would be a better place if we saw the glass as half-full, not half-empty’

“DOVE BELIEVES THE WORLD WOULD BE A BETTER PLACE IF WOMEN WERE ALLOWED TO FEEL GOOD ABOUT THEMSELVES.”

Dove

PURPOSE DRIVEN BRANDS ADD EQUITY

#CONTENT INNOVATION

+CONTENT -PAID MEDIA = +ROI

MOMO WU –

SNACK PROMOTER

CHEN XIAO–

DRINKS PROMOTER

KE ZHEN DONG –

BURGER PROMOTER ZHANG LIANG –

RICE PROMOTER

MAGNETIC

#MADE MEDIA innovative product experiences

TO: BRANDS WITH A PURPOSE DYNAMIC CONTENT MADE MEDIA

BIG SHIFTS = BIG OPPORTUNITIES

FROM: FROM BRANDS THAT SELL INTERRUPTION PAID, OWNED, EARNED

thanks chris.reitermann@ogilvy.com weibo: chris韦棠梦 wechat: kwokamba