The Post Recession Landscape

By Nikki Mendonça

President, OMD EMEA

November 2010

The new normal

Mapping the New Normal

• Insert map here

The most pertinent trends of the new normal

Digital is driving the new normal and making us:

Smarter1 3 Freer 4 Cocooned 5Collaborative2Empowered

29%of the global population

are internet users

by 201331%

25%of search results for the world’s top 20 largest

brands are linked to

user-generated content

34%of bloggers post

opinions about

brands and

products

78%of consumers trust

peer recommendations

- onlytrust advertisements

14%

25%of under-24s in markets such as

Italy and the UK now agree that

they ‘like the idea’ of renting

rather than owning a luxury item.

Around

$88billionestimated to be spent

via mobile commerce

by 2012 in the US

620millionmobile search

queries are estimated

to be performed per

day by 201243%of mobile users will

access social

networks from mobile

devices by 201364%of global mobile

data traffic will be

video by 2013

The evidence is everywhere

of Europeans washed

clothes at a lower

temperature (30 degrees)

in the past year

33%

has overtaken

pornography as the

#1

Social media

web activity

Before the recession in 2007felt that their children had a

say in important decisions, by

2009 this had dropped to

30%

39% of Europeans

And the

change has

been

profound

Smarter1

The smart phone revolution

10

Allowing us to work, shop, play smarter

Mobile applications now manage our daily lives

Technologies help maximise household spend

Empowered2

One week’s worth of consumer backlash

UGC and open source put consumers in charge

17

Giving them unprecedented influence over

product innovation and shared information

Social networking is empowering

grass roots movements and driving

how we relate to brands, manage our

health, help the world…

500m Facebookers –

50% log on in any

given day

More content

uploaded in 60 days

than created by

major broadcasters

in 60 years

Number of Twitter

users increases daily

by 300,000

Accelerating the power of crowds

Socialisation of commerce

Influencing business models, marketing approaches

and paths to purchase

Confidential. Do not repurpose or distribute.

Freer3

We are living in an increasingly free world

Opting for advertising

brings free music

Freemium titles allow

free play

Free goods drive

subscriptions

Take a seat

… and a rentable world

Cocooned4

Home entertainment growth is keeping people in

Transmedia draws consumers into the brand

Brand stories that unfold across different platforms put the

consumer at the centre of content

Collaborative5

Power in brand partnerships

Ownable events

Going beyond sponsorships to build more direct relationships with consumers

Purpose as well as profit

Tetra Pak Taiwan Earth

Day

What does the new normal mean for our industry

1.Investment in communities, social

media and utility communications

2.Increased focus on

customer lifetime value

3.‘Real-time’ analytics to optimise

ROI and customer engagement

4.Greater integration of

disciplines

5.Performance-based

compensation with greater ‘skin

in the game’

6.‘Creative technologists’ developing

branded, ownable products and

services

7.An acceleration of alignment and

consolidation to deliver greater

efficiencies

8.Media agencies will emerge as the

nucleus of the new marketing

ecosystem evolving from an

exclusively paid model to a more

complex paid/owned/earned model

The Post Recession Landscape

By Nikki Mendonça

President, OMD EMEA

November 2010