maria garrido and imogen hewitt's (havas media) presentation at mumbrella360

Title XXX XXX

Importance weights Indexed per pillar

Good quality prods

Delivers

Useful Prods

Category Leader

Fairly Priced

Life Easier

Me Happier

Show-Off

Peace of Mind

Life Satisfaction

Transparent

Ethical

Diversity

Benefits the Economy

Good workplace

106 123 113

104 122 112

103 122 111

103 116 106

102 114 105

41%FUNCTIONALBENEFITS

PERSONALBENEFITS

31% 28%COLLECTIVEBENEFITS

+

+

+

significantly higher KPIs

Meaningful brands generate

Brands KPIsM Performance M Performance

Overall Impression 37%80%

Purchase Intent(non clients) 14%45%

Repurchase Intent(clients) 83% 45%

Advocacy 76% 33%

Premium Price 53% 13%

High Low

Return on Meaning Boost by KPIImproving Performance by only

10%, Brand’s KPI Grow by…

14%

12%

10%

8%

6%

4%

2%

0%

FAMILIARITY

+3%

OVERALL

IMPRESSION

+7%PURCHASE

+10%

REPURCHASE

+5%ADVOCACY

+7%

PREMIUM

PRICE

+12%

drives Brand KPIs

Improving

Meaningful Performance

41% FUNCTIONAL BENEFITS

PERSONALBENEFITS31%

28% COLLECTIVEBENEFITS

4,77

3,57

4,18

So how do we inspire more meaningful

connections?

Videogames

F2F Games

Spectator Events

Sport Events

Livestream Events

Physical Activities

Parties

Home Events

Fundraising Events

VIP Experiences

Celebrities Collab.

Web Series

Short Movies

Documentaries

Trade Fairs

Virtual Experiences

Driving Tests

Celebrities Interview

Catwalk

Red Carpet Events

Craftsmanship Events

Educational Platforms

Masterclasses

Educational Material

Expert Advices

Test Driving

Nutrition Advices

Beauty Consultancy

Health Advices

Personal Content

Educational Material

Trade Fairs

Own Publications

In-Store Events

Infographics

Beverage Compo.

Tastings

Guided Visits

Food Composition

Craftsmanship Events

Feature Demos

Device Demos

Peer reviews

Customer Support

Lifestyle Apps

Monitoring Apps

Online Purchasing

Nutrition Advices

Personal Shopper

Free Wi-Fi

Ratings

Health Advices

Medical Units

Discounts

Contests

Special Sales

Co-Creation

Social Media Sharing

Peer reviews

Customized Products

Celebrities Collab.

Web Series

Short Movies

Documentaries

Lifestyle Experiences

Contests

Expert Advices

Lifestyle Apps

Monitoring Apps

Own Publications

In-Store Events

Beauty Consultancy

Fashion Trends

Personal Shopper

Inspire

Educate

HelpEntertain

Inform

Reward

Association Performance50% 18% Association Performance38% 64%

Brands are dispensable

They have to go beyond product

matter to consumers

Great content drives meaning, especially

when it comes to personal benefits

Opportunity for brands to

close the gap on personal

benefits!

To provide consumers with meaningful

content!

Entertainment &

inspiration are expected

Meaningfulness

drives higher KPIsfor the brands