Google Confidential and Proprietary

Vision Bristol November 13th 2014

Digital Milk

Who is this person?

25 years ago

Accrington Stanley

The idea updated

Bring back Ian Rush

Recruit young footballers

Through their Dads

Pre-roll

Hero, Hub, Hygiene

Is there a little Messi among them?

Boot camps

The coaches

The real McCoy

The squad selected

Hero video

Other channels

Live on YouTube

Then and now

•   In  1989  I  reported  on  boys  playing  football  •   In  2013  I  can  get  them  out  into  the  fields  •   From  40  secs  to  4  hours  

Social mission

Issues of control

Dads’ groups

The data reveals • 1.  Only  39%  of  kids  regularly  take  part  in  sports.  The  vast  majority  of  61%  don’t.  Urban  kids  are  more  non-­‐parBcipatory  than  rural  ones  

 • 2.  ParBcipaBon  in  sports  is  highest  amongst  4-­‐8  year  olds,  but  sharply  drops  down  between  12-­‐13  year  olds  

 • 3.  Girls  don’t  parBcipate  and  the  gender  gap  becomes  more  marked  progressively  7th  year  onwards.  Girls  do  more  dance,  gymnasBcs,  yoga    

 • 4.  While  football  sBll  tops  the  list,  other  games  like  tennis,  canoeing  and  archery  –  all  individual  sports  -­‐  are  gaining  popularity.  Dance  is  the  second  most  popular  acBvity  appealing  to  both  boys  and  girls  (97%  girls  and  86%  boys)  

   • Source:  PE  and  Sport  Survey  (DoE/  TNS  BMRB  Report),  May,  2010  

Declining interest in football

Top trending sport

Britain’s Got Talent

Ian Rush

In Google Hangouts

See what Beyonce did

Upload and share

Hero video

Programmatic

That got me thinking

Questions

Who does what?

Hygiene

Hub

Hero content

Hero

Hub

Hygiene

A muddle of responsibilities

And muddying the water

The networks’ solution

In-house

Not fun being a client

Andrew Gillespie’s solution

Google’s solution

The Zoo’s solution

My job

In the wrong place

Here’s an idea

Innovation

At the point of intersection

Communicators

Thank you