EMBRACING CHANGE IN A DATA DRIVEN WORLD

MARKETING REINVENTION

2010 CHALLENGES

STRATEGY SUBSIDIZING VOLUME SCALE VS STRATEGIC TARGETS TV-CENTRIC

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CULTURE ARROGANT CENTER DECENTRALIZED DECISION-MAKING DO WHAT WORKED LAST YEAR MENTALITY LIMITED COMMITMENT TO MEASUREMENT

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PROCESS INDECISION AND LACK OF RESPECT LEADS TO ∞ REPLANS

NO PARTNERSHIP/LITTLE TRUST

MEDIA AS LAST STEP (“GO BUY THIS”)

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BUSINESS BACKDROP

PERIOD OF MASSIVE CHANGE MILLENNIALS COME OF AGE RAPID SHIFT IN CHANNEL ASSORTMENT RISE OF DIGITAL…SOCIAL…MOBILE

AND YET, SAME AGENCY SOW AS 2000

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FACT PACE OF CHANGE WILL NEVER BE SLOWER THAN IT IS TODAY

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JACK WELCH

“IF CHANGE IS HAPPENING ON THE OUTSIDE FASTER THAN ON THE INSIDE, THE END IS IN SIGHT.”

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DATA IS THE ONLY COMPETITIVE ADVANTAGE

@Rupp

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STRATEGY DATA IS THE ONLY COMPETITIVE ADVANTAGE RESPONSIBILITY OF EVERYONE MEASUREMENT DEMONSTRATES VALUE REALIGN SKILLS AND RESOURCES

NEW LEADERSHIP, NEW VISION

3 PILLARS OF KRAFT’S REINVENTION

DATA INFRASTRUCTURE CONTENT KNOW THE RIGHT

CONSUMERS REACH THE RIGHT

CONSUMERS ENGAGE THE RIGHT

CONSUMERS

CULTURE CENTER AS SERVANT/PARTNER

COE SME TEST AND LEARN MANTRA

TRUE AGENCY PARTNERSHIP

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PROCESS NEW TOOLS UPSTREAM

CONTENT & MEDIA MARRIAGE

BRAND HUB ORGANIZATION

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CODE + CULTURE

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TECHNOLOGY

UNDERPINNING

DATA

LITERATE

CONTENT

CULTURALLY SOUND

CULTURE

BREAKING BOUNDARIES

MEDIA FUNDAMENTALS

CULTURE

BREAKING BOUNDARIES

MEDIA FUNDAMENTALS

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WE SEE PEOPLE IT’S THAT SIMPLE

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ATTENTION:

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“WE CAN 30 SECONDS OUR WAY OUT OF HERE”

-NO ONE EVER

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ADDRESSABILITY IS OUR STRATEGY.

CODE + CULTURE DRIVE OUR JOURNEY.

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GOT TO THE RIGHT PERSON, SERVED THEM A GENERIC AD

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(CONTEXT)

CONTENT MUST BE PUT IN

IS POWERED BY DATA.

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ADDRESSABILITY IN ACTION

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RECIPE CONTENT CONTEXTUALIZED WITH PURCHASE DATA AND 1st PARTY CONTENT

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DATA INFORMED AGILE APPROACH POSITIONED 1st PARTY CONTENT AS A REAL-TIME ASSET

THANKSGIVING CHRISTMAS

CRANBERRY

CHOCOLATE PUMPKIN

CROCKPOT NO-BAKE COOKIES

HOLD SLIDE FOR TWITTER VIDEO

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ICONIC CONTENT DRIVES BRAND RELEVANCE

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ADDRESSABLE

FOR ALL MEDIA

PARTNERSHIPS

WITH DATA AT CORE

DATA FOR THE

VALUE OF PEOPLE

CULTURE

BREAKING BOUNDARIES

MEDIA FUNDAMENTALS

CULTURE

BREAKING BOUNDARIES

SMARTER…BETTER…FASTER.

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FUTURE IS ADDRESSABLE. WE ARE READY.