opening keynote: "#brightfuture"
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TRANSCRIPT
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B AB S R AN G A I A H
V I C E P R E S I D E N T
G L O B A L M E D I A I N N O VAT I O N & V E N T U R E S
U N I L E V E R P L C
#BRIGHTFUTURE
@babs26
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#brightfuture
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Ma d e f o r M o b i l e
V i s u a l l y S o c i a l
Pe r s o n a l i z e d : l e v e r a g i n g D a t a
Most Valuable Platforms
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Co n t e n t : B r a n d s a s P u b l i s h e r s / N e w s r o o m s
Co m m e r c e : N e w M o d e l s
P r o g r a m m a t i c : Au t o m a t i o n
Pe o p l e : T h e e v o l u t i o n o f H R
Other Key Players…
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Category Feed Targeted
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C O N T E N T
B r a n d s a s P u b l i s h e r s / N e w s r o o m s
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“Brands need to th ink l i ke
publ i shers/ newrooms rather than as pure advert i sers ; moving f rom
campaigns to susta ined content in i t iat ives”
( S o u r c e : A l t i m e r G r o u p )
Rebalanc ing for Content : The New Market ing Equat ion
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M AR K E T I N G
W I T H
R E A L
P U R P O S E
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N e x t G e n e r a t i o n C o m m e r c e
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Mobi le : As Commerce Plat form
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2
Geospatial
(GPS/iBeacon/NFC
)
M-wallet
(Mobile
Payments)
Social
(Social Shopping)
Reviews
(Product Ratings)
Search
(Cookies/Tracking)
(“Push” Marketing)
Shopping Apps
(On-Demand
Purchases)
Content
(“Pull” Marketing)
Recognition
(Identify Products:
Photo/Audio)
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New Models
e-commerce-driven apparel companies that design and
sell customized men’s clothing online. Personal stylists,
pop up stores, etc…
Prescription eyeglasses and sunglasses sold online
with showrooms in the US. By designing glasses in-
house, and selling only directly to consumers, the
company can sell at significantly discounted prices.
Surprise & delight discovery: Subscription based
service for makeup and other beauty products.
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Same Day Del ivery
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AMAZON PHONE WITH FIREFLY: TURNS THE WORLD INTO A STORE
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5
“Firefly allows Amazon to invade every store in every mall on the
planet and turn it into a de facto showroom for Amazon”
-Paul Saffo, Tech forecaster for CNN
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APPLE & IBM…
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6
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THE POWER OF ALIBABA’S PLATFORM
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7
Source: Quartz
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A u t o m a t i o n / P r o g r a m m at i c
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WALL STREET
Then Now
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MADISON AVENUE
Then
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C O M M AN D
C E N T R E
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Evolut ion of Exchanges
Company EARLY DAYS TODAY
Ebay
(2005)
NASDAQ
(1971)
Programmatic Adv.
Remnant Inventory
Today programmatic advertising is about remnant inventory, but in the future it will be…..
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Programmat ic F low
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U N L O C K I N G TA L E N T
T h e E v o l u t i o n o f H R
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Employees/Talent
HR are now brand
ambassadors Employees need
different skill sets
The influence of social
media
Shifting demographics
Senior people no longer
“know it all
Technology permeating
every aspect of
business
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Educat ion: The Next Great Disrupt ion
Coursera is an education
company that partners with
top universities and
organizations to offer free
online courses
Skillshare is a community
marketplace for online
classes to learn anything
from anyone
EdX is a non-profit
organization created by
founding partners Harvard
and MIT
Khan Academy is a
non-profit educational
website that provides
individual lessons on a
wide range of topics
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#BrightFuture
Tr ends
HO W I T W I LL BE
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2
8
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What We’re Doing: The Foundry
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Magnum/NewAer
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C h a o s & C o m p l e x i t y R e i g n …
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M O B I L E
E C O S Y S T E M
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S O C I AL
L AN D S C AP E
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D ATA
L AN D S C AP E
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Ag e n c y / P u b l i
s h e r
L AN D S C AP E
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W e n e e d t o :
L e a d
D r i v e &
O r c h e s t r a t e
T h e c h a n g e …
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This Is Our Time…
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#BRIGHTFUTURE