Building the big brand gap mobile jun 2012

Bridging the Big Brand Gap in Mobile

Brand Opportunity Overview forThe Big Brand Hackathon

June 16, 2012

LET’S TALK ELEPHANTS, WHALES & OTHER METAPHORS OF MASSIVE SCALE• In Vegas, a whale spends

$1/2B/hour• US economy driven by

70% consumer spending• Brands Are Like

Elephants

WHAT BRANDS EMBRACE THE DIGITAL AGE BEST?• Retail, Financial

Services, Telecom, Automotive, Computing and Travel have all transformed business models with digital

• Growth opportunity great in CPG, Media and Entertainment

Top Internet Ad Categories

Source: IAB/PwC 2012

“IT’S LIKE THE INTERNET WITH MORE ZEROES” DAVE MORGAN, CEO, SIMULMEDIA@DAVEMORGANNYC

• Internet comprises <20% of US ad spend

• TV still dominant medium for spending

• Traditional dollars to digital pennies

0

50

100

150

200

US Media 2011

IAB/PwC Kantar MagnaInternet

$171

,700,0

00

2011 US Ad Spending

$144

,000,0

00

$162

,000,0

00

$31,7

00,00

0

WITH MOBILE, WE’RE NOT JUST TALKING MARKETING BUT ALSO NEW MARKETS• Q1 2012 Total Retail:

$1,082,635,000,000• Q1 2012 Total eCom:

$53,156,000,000

0

375

750

1125

1500

Q1 2012 Q4 2011 Q3 2011

eCom Retail Total Retail

$1,08

2,635

,000,0

00

$53,1

56,00

0,000

eCommerce vs Total Retail

Source: US Census June 2012

“Mobilizing .COM”

“Mobilizing .COM” “Mobilizing the Stores”

“Accelerating Multi-Channel”

WHY BIG BRANDS ARE SETTING UP SHOP, INVESTING, ACQUIRING AND COMING TO THE VALLEY

BIG BRAND ACQUISITION EXAMPLES:

Walmart:• Kosmix• Grabble• Set Direction• One Riot

The Home Depot:• Red Beacon

BIG BRAND INVESTMENT EXAMPLES:

PepsiCo and Unilever:• Physic Ventures• Yummly

American Express• Establishes $100m

fund for payments

BIG BRANDS SETTING UP SHOP IN THE VALLEY:

Anheuser-Busch/InBev• Beer Garage

Best BuyProctor & Gamble

Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved

CURRENT STATE

Capital

TechnologyAgency

Marketer

Well Established Value-Creating Relationships

Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved

THE GEEKOSYSTEM

Defining and Developing A Value-Creating Ecosystem

At the center of this thesis

• Sum of parts, not one player

• Defining the intersection will generate disproportionate value

• Technology will outstrip other elements in ecosystem for wealth, value and cultural capital generation

• Consider new compensation, organizational structure, service and role definitions

Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved

THE GEEKOSYSTEM

Defining and Developing A Value-Creating Ecosystem

At the center of this thesis

• Sum of parts, not one player

• Defining the intersection will generate disproportionate value

• Technology will outstrip other elements in ecosystem for wealth, value and cultural capital generation

• Consider new compensation, organizational structure, service and role definitions

Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved

THE GEEKOSYSTEM

Defining and Developing A Value-Creating Ecosystem

At the center of this thesis

• Sum of parts, not one player

• Defining the intersection will generate disproportionate value

• Technology will outstrip other elements in ecosystem for wealth, value and cultural capital generation

• Consider new compensation, organizational structure, service and role definitions

Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved

CHANGE IS EVENT DRIVEN

Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved

CHANGE IS EVENT DRIVEN

BETA

A NEW WAY TO LOOK AT BRANDS:

SCALE+ ADAPTIVE+ ADVISORY+ PARTNERS+ STRATEGIC+ VALIDATION

A NEW WAY TO LOOK AT BRANDS:

SCALE+ ADAPTIVE+ ADVISORY+ PARTNERS+ STRATEGIC+ VALIDATION

WELCOME FELLOW BIG BRAND HACKANAUTS:

EXPLORE AND BE GREAT#BigBrandHack#BrandHack@anthemww@marksilva

Let’s Make Stuff HappenANTHEM WORLDWIDE77 Maiden LaneFourth FloorSan Francisco, CA 94108

digital.anthemww.com@anthemwwFacebook: Anthem