a story of transformation

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A Story Of Transformation. Dean Elissat VP Client Engagement

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From ad agency to digital agency. From old blue chip brands to new blue chip brands. A first-person overview of the transformation marketers, agencies and brands must make to remain competitive in tomorrow's marketplace.

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Page 1: A Story Of Transformation

A Story Of Transformation. !!

Dean Elissat VP Client Engagement

Page 2: A Story Of Transformation

The World I Come From.

Page 3: A Story Of Transformation
Page 4: A Story Of Transformation
Page 5: A Story Of Transformation

Three Key Elements.

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Nice Digs.

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Creative Thinkers.

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NOT TOO MENTION. YOUNG AND GOOD LOOKING.

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Human Curiosity.

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1,000+

9.

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twenty years=

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The World I Head Into.

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Most Valuable Brands 2001 !

1. Coca-Cola 2. Microsoft 3. IBM 4. GE 5. Nokia 6. Intel 7. Disney 8. Ford 9. McDonald’s 10. AT&T

Most Valuable Brands 2014 !

1. Apple 2. Samsung 3. Google 4. Microsoft 5. Verizon 6. GE 7. AT&T 8. Amazon 9. Walmart 10. IBM

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Adapt Or Die.

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Average Number Of Household Digital Connected Devices

6-15

10 BILLION DIGITAL DEVICES WORLDWIDE !200 BILLION CONNECTED DEVICES BY 2021 !2.5 BILLION USERS OF THE INTERNET !$259 BILLION SPENT LAST YEAR THROUGH ECOMMERCE (U.S) !60 BILLION iPHONE APPS DOWNLOADED TO DATE !1.2 BILLION FACEBOOK USERS !TEENS SPEND 7.5 HOURS OF DIGITAL SCREEN TIME A DAY !ADULTS SPEND OVER 45 HRS/MTH ON THE INTERNET (NOT INCLUDING PORN)

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17

Start With Discovery.Recommended activities include:

!• Research audit.

• Internal stakeholder interviews.

• Competitive audit.

• Content inventory audit and process review.

• Key user scenario development.

• Feature matrix definition.Everything Is Digital Now.

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18

The Digital Wave.

Me. (and the rest of the

ad agency community)

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19

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20

Leap.

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21

Engine Digital. Van & NYC.

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Three Distinct

Differences.

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Gulp.

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Old Brief. !

Target Audience. Consumer Insight. Message To Deliver. Reason To Believe.

The New Brief. !

Community Served. Value We Add. Engagement Strategy. Content Strategy. Technology Platforms. Measure Of Success.

Page 25: A Story Of Transformation

Ad Agency. !

Big Ideas. Conceptual. Has Legs. GRPs. CPMs. Integrated. Award Winning.

Digital Agency. !

Engagement. Responsive. Agile Process. A/B Testing. SEO, SEM, PPC. HTML5, PHP,.NET. DRM, APIs. CMS, CRM.

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Brands Also Transforming.

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Born Digital. Behaviour Based.

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Digital Brand Principles.

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Shift From Messaging Toward Experiences & Content Delivery

Be Useful.1

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Reflect, Change, Empower Values, Attitudes And Behaviours.

Cultural Tool.

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Revolution?

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Move Past Competitive Bar Of Entry.

Look. Then Leap.

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Internet Of Things.

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Avoid Silo’d Interaction With Consumers. We Live Cross-Platform.

Think Connected.

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Consumers Feel More Positive About A Brand When Interaction Is Personalized.

Plan For Humans.

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Focus On What Is Of The Highest Value For Your User.

Do Less. Better.

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I Cannot Live Without…

Be Essential.

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Be Useful. Form Culture. Leap Ahead. Connected Platform. Get Personal. Less Is More. Essential.

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Digital Maturity Transformation.

MARKETERS

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Isn’t. Lowest Bar Of Entry. Technology Sake. Interim Toe Dip.

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Drivers. Leadership Vision. Organizational Intent. Business Insight.

“Purpose before profit”.

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Barriers. Organizational Culture. Resource Prioritization. Cost Vs Investment.

“Bans working from home”.

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3rd.In Search

Engine Use

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Sectors. Banking. Insurance. Travel Hospitality.

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Digital Maturity Transformation.

AGENCIES

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New DNA. Redefine Value. Evolve Service Mix. Restructure Revenue Model.

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Eng

ine

Dig

ita

l

Strategy partner

Vendor partner

Can you design and build our website? !

Respond With: Scope & Budget

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Eng

ine

Dig

ita

l

Strategy partner

Vendor partner

Can you define what our website should be? !

Respond With: Content Strategy & Approach

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Eng

ine

Dig

ita

l

Strategy partner

Vendor partner

Can you help define our online strategy? !

Respond With: User-Centered Strategic Plan

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Eng

ine

Dig

ita

l

Strategy partner

Vendor partner

What other digital experiences should we consider? !

Respond With: Digital Roadmap Strategy

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Eng

ine

Dig

ita

l

Strategy partner

Vendor partner

Can you identify new business opportunities in the digital landscape? !

Respond With: Digital Business Transformation Strategy

Page 60: A Story Of Transformation

Eng

ine

Dig

ita

l

Page 61: A Story Of Transformation

Age Of Transformation Inspiration.

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Never be afraid to go too far, for true success lies just beyond.

Marcel Proust 18th Century Writer & Original Hipster @therealproust #deadbutnotgone