Gino BorromeoVP/Chief Planning Officer

McCann Worldgroup Philippines

5 TRUTHS ABOUT MAKING A HUMAN CONNECTION WITH TODAY’S CONSUMER

An informed perspective aboutconnecting with today’s consumer

What we’ve learned across the McCann global network

What I’ve learned from planning for brands at the local, regional and global level

What has changed

TECHNOLOGY EMPOWERED CONSUMERSMEDIA + PLATFORMS

The canvass for brand creativityis more expansive than ever.

We can now create experiences, not just messages.

COMMUNITY CONVERSATION

BRAND STORY

SERVICES & UTILITIES

SHOPPING EXPERIENCE

PRODUCT EXPERIENCE

Advertising Video Digital

Apps Website

Retail E-Commerce

Packaging Innovation

Social/ PR

COFFEE LUXURY

In the midst of all this change, has anything stayed the same?

“Nothing is so powerful as an insight into human nature

- what compulsions drive a man, what instincts

dominate his action.

If you know these things about a man, you can touch

him at the core of his being.”

Bill Bernbach

What HAS NOT changed isthe importance of HUMANITY

CATEGORY

CONSUMER

CULTURE CONNECTIONS

COMPANY

TRUTH

Dynamics within the category and competitors

Consumer attitudes, values, behaviors

The brand, product or organization

Overarching cultural forces and context

How people use media and technology

Truth = A deep understanding of humanity

Truth = Effective and Creative

5 truths about making a human connection with consumers today

Truth #1: Be useful or helpful

The technology and platforms we haveavailable today allow us to create useful ideas,

not just disposable ones.

Over 50% of consumers around the world believe that mobile technology

can help solve real-world problems like crime and terrorism.

AVAILABLE TECHNOLOGY

Google Streetview technology

WHAT PEOPLE CARE ABOUT

To find the best hiking trails in these national parks

WHAT BRAND CARES ABOUT

Nature Valley supports the

preservation of US national parks

THE OPPORTUNITY

Help people identify and preserve the best hiking trails

Truth #2: People seek ideas they can share

“The Social Economy”

Who you knowWhat you share

How you connect

Currency in one’s many social circles

and networks=

In the Social Economy, brands are meaningfulwhen they can help people...

Truth #3: Cultural context makes all the difference

The right idea at the right time at the right placeat the right moment at the right cultural context+ the right cultural context

How can we tap into the current zeitgeist?

Truth #4: Make a stand

“What brands can do brilliantly is to broker change in people’s lives”John Grant

What I value and believe in

What kinds of brands and products I

choose

Truth #5: Never ever forget to touch the heart

Emotional response is the most powerful influence on consumer decision-making

What makes people smile, laugh, cry, etc.

Truth #1: Be useful or helpful

Truth #2: People seek ideas they can share

Truth #3: Cultural context makes all the difference

Truth #4: Make a stand

Truth #5: Never ever forget to touch the heart

THANK YOU FOR LISTENING@manilapaper