Keynote: “Embracing Change in a Data-Driven World”

EMBRACING CHANGE IN A DATA DRIVEN WORLD

MARKETING REINVENTION

2010 CHALLENGES

STRATEGY SUBSIDIZING VOLUME SCALE VS STRATEGIC TARGETS TV-CENTRIC

3 3

CULTURE ARROGANT CENTER DECENTRALIZED DECISION-MAKING DO WHAT WORKED LAST YEAR MENTALITY LIMITED COMMITMENT TO MEASUREMENT

4 4

PROCESS INDECISION AND LACK OF RESPECT LEADS TO ∞ REPLANS

NO PARTNERSHIP/LITTLE TRUST

MEDIA AS LAST STEP (“GO BUY THIS”)

5 5

BUSINESS BACKDROP

PERIOD OF MASSIVE CHANGE MILLENNIALS COME OF AGE RAPID SHIFT IN CHANNEL ASSORTMENT RISE OF DIGITAL…SOCIAL…MOBILE

AND YET, SAME AGENCY SOW AS 2000

6 6

FACT PACE OF CHANGE WILL NEVER BE SLOWER THAN IT IS TODAY

7 7

JACK WELCH

“IF CHANGE IS HAPPENING ON THE OUTSIDE FASTER THAN ON THE INSIDE, THE END IS IN SIGHT.”

8 8

DATA IS THE ONLY COMPETITIVE ADVANTAGE

@Rupp

9 9

STRATEGY DATA IS THE ONLY COMPETITIVE ADVANTAGE RESPONSIBILITY OF EVERYONE MEASUREMENT DEMONSTRATES VALUE REALIGN SKILLS AND RESOURCES

NEW LEADERSHIP, NEW VISION

3 PILLARS OF KRAFT’S REINVENTION

DATA INFRASTRUCTURE CONTENT KNOW THE RIGHT

CONSUMERS REACH THE RIGHT

CONSUMERS ENGAGE THE RIGHT

CONSUMERS

CULTURE CENTER AS SERVANT/PARTNER

COE SME TEST AND LEARN MANTRA

TRUE AGENCY PARTNERSHIP

12 12

PROCESS NEW TOOLS UPSTREAM

CONTENT & MEDIA MARRIAGE

BRAND HUB ORGANIZATION

14 14

CODE + CULTURE

15 15

TECHNOLOGY

UNDERPINNING

DATA

LITERATE

CONTENT

CULTURALLY SOUND

CULTURE

BREAKING BOUNDARIES

MEDIA FUNDAMENTALS

CULTURE

BREAKING BOUNDARIES

MEDIA FUNDAMENTALS

16 16

WE SEE PEOPLE IT’S THAT SIMPLE

17 17

ATTENTION:

18 18

“WE CAN 30 SECONDS OUR WAY OUT OF HERE”

-NO ONE EVER

19 19

ADDRESSABILITY IS OUR STRATEGY.

CODE + CULTURE DRIVE OUR JOURNEY.

20 20

GOT TO THE RIGHT PERSON, SERVED THEM A GENERIC AD

21 21

(CONTEXT)

CONTENT MUST BE PUT IN

IS POWERED BY DATA.

22 22

ADDRESSABILITY IN ACTION

23 23

RECIPE CONTENT CONTEXTUALIZED WITH PURCHASE DATA AND 1st PARTY CONTENT

24 24

DATA INFORMED AGILE APPROACH POSITIONED 1st PARTY CONTENT AS A REAL-TIME ASSET

THANKSGIVING CHRISTMAS

CRANBERRY

CHOCOLATE PUMPKIN

CROCKPOT NO-BAKE COOKIES

HOLD SLIDE FOR TWITTER VIDEO

26 26

ICONIC CONTENT DRIVES BRAND RELEVANCE

27 27

ADDRESSABLE

FOR ALL MEDIA

PARTNERSHIPS

WITH DATA AT CORE

DATA FOR THE

VALUE OF PEOPLE

CULTURE

BREAKING BOUNDARIES

MEDIA FUNDAMENTALS

CULTURE

BREAKING BOUNDARIES

SMARTER…BETTER…FASTER.

28 28

FUTURE IS ADDRESSABLE. WE ARE READY.