breaking patterns the marriage of strategy + technology
Post on 19-Oct-2014
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DESCRIPTION
Our culture of patterned thinking creates roadblocks to creative problem solving. To get to transformational ideas, start by deconstructing structures, behaviors and interactions. Partnering strategy with technology first, we radically transformed the marketing model and changed consumer behavior.TRANSCRIPT
Proprietary & Confidential. © 2014 R/GA All rights reserved.
Breaking PatternsThe Marriage of Strategy + TechnologyJuly 2014
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Our culture of patterned thinking creates critical roadblocks to creative problem solving.
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To arrive at truly transformational ideas, we must start by deconstructing the structures, behaviors and interactions that establish cognitive loops.
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And embrace change
(insert images of before & after beef)
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Partner Strategy + Technology
Identifying knowledge gaps around consumer behavior led to the development of the “Beef Stock” tool, which aggregated cross-platform listening data in an interactive trend analysis.
This surfaced conversations about beef and gave us a sense for when, where and how perceptions were evolving.
Meet “Beef Stock”
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8Proprietary & Confidential. © 2014 R/GA All rights reserved. /
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Surfacing behaviors
The more we explored, the more we surfaced layers to the issues around planning and preparing ‘any day’ family meals, resulting in additional barriers to beef.
Understanding these behaviors informed our approach and led to the creation of Telecontext.
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And flexible data sharing platforms extends content, reach and sharing.
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Creating new methods to value
Create greater consumer value rooted in actual behavior
Increase marketing value, improve reach and engagement across channels
Engage 1:1 with consumers in hyper-contextual moments
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