Opening Keynote: "#brightfuture"

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

#brightfuture

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

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…

Category Feed Targeted

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

“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

M AR K E T I N G

W I T H

R E A L

P U R P O S E

N e x t G e n e r a t i o n C o m m e r c e

Mobi le : As Commerce Plat form

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Geospatial

(GPS/iBeacon/NFC

)

M-wallet

(Mobile

Payments)

Social

(Social Shopping)

Reviews

(Product Ratings)

Search

(Cookies/Tracking)

Email

(“Push” Marketing)

Shopping Apps

(On-Demand

Purchases)

Content

(“Pull” Marketing)

Recognition

(Identify Products:

Photo/Audio)

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.

Same Day Del ivery

AMAZON PHONE WITH FIREFLY: TURNS THE WORLD INTO A STORE

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“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

APPLE & IBM…

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THE POWER OF ALIBABA’S PLATFORM

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Source: Quartz

A u t o m a t i o n / P r o g r a m m at i c

WALL STREET

Then Now

MADISON AVENUE

Then

C O M M AN D

C E N T R E

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…..

Programmat ic F low

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

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

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

#BrightFuture

Tr ends

HO W I T W I LL BE

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8

What We’re Doing: The Foundry

Magnum/NewAer

C h a o s & C o m p l e x i t y R e i g n …

M O B I L E

E C O S Y S T E M

S O C I AL

L AN D S C AP E

D ATA

L AN D S C AP E

Ag e n c y / P u b l i

s h e r

L AN D S C AP E

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 …

This Is Our Time…

#BRIGHTFUTURE