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Adap%ng to Change
The Impact on Marke%ng and Communica%ons, 2012 by Jez JoweA
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Our Services
Internal Communica%ons
Sponsorship consul%ng
Sports & Entertainment Strategic Consul%ng
Brand strategy
Branded content
Stunt marke%ng
Ideas & Crea%vity Ac%va%on
Social Media & Digital
PR Hospitality Live events
Sponsorship measurement (ROI and ROO)
Research & Measurement
Sponsorship consulta%on
Internal communica%ons
Ambassadors & celebri%es
Market intelligence studies
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Our global footprint
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A global team of 15 people based between Paris, London and Sao Paulo
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Our People
550 colleagues
30 na%onali%es
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Today
1. Global Change affecFng markeFng 2. Change and the impact on client work 3. Change within an organisaFon (HSE) 4. #FAILS = SUCCESS
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01
Global Change
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Audiences
Responsibility
Connec2vity
Proof
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Audiences
Global ci%es & migra%on
Living younger for longer
Ci%zen Journalism
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Responsibility
Consumers Caring
Corpora%ons CommiTng
Governments GeTng On
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Connec2vity
I’m awake, connect with me
I’m here, meet me
Like me, be my friend
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Proof
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Evidence everywhere
ROI of everything
“This message is recorded..”
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02 Evolu2on
Agile
Labs
Income
Change and the impact on client work
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EvoluFon, or die
hAp://www.youtube.com/watch?v=yYF3c_clvEo&feature=relmfu
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Agile and IteraFve
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3 speeds (brand, agency, private)
Produc%on partners & specialists
S/T and M/T, not long term
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LABS
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Innovate & Experiment
Mash Ups, soldering irons
Live event pods & sta%ons
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Income
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Shared Risk
Performance Related Pay
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Change within an organisaFon
03 Crea2vity
Working hours
Loca2on
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CreaFvity
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Ideas from Anyone
Reward par%cipa%on
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Working Hours
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Customer Service 24/7
Community Mgm’t 24/7
Idea%on 24/7
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LocaFon
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Digital Hobo’s
Skype Any%me, Anywhere
Trust
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04
Win by Failing
Consumer #FAIL
Brand #FAIL
FAIL+LEARN = SUCCESS
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Consumer #FAILS
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YouTube “Consumer #FAIL compila%on”
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Dominos #FAIL
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YouTube “Dominos’ #FAIL ”
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Sincere Apology
Domino’s Recovery
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Sincere Apology
Domino’s Recovery
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Social Presence
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Sincere Apology
Domino’s Recovery
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Social Presence UGC content
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Sincere Apology
Domino’s Recovery
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Social Presence UGC content
Local Targe%ng & trial
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Sincere Apology
Domino’s Recovery
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Social Presence UGC content
Local Targe%ng & trial Live reviews, mul% screen
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“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change”
Charles Darwin (1809-‐1882) English Naturalist
“When you're finished changing, you're finished” Benjamin Franklin (1706-‐1790) American statesman, scienFst and philosopher.
Embrace Change and Adapt
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Appendix
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