© T H E B R O O K L Y N B R O T H E R S

SEPTEMBER 2016

© T H E B R O O K L Y N B R O T H E R S

The Connected

Consumer.

A marketer’s dream.

“The connected consumer is the dawn of a new era for advertising”

The Huffington Post, 2008

“Marketers should seize the opportunities of these omni-channel consumers”

Mashable, 2007

But something

funny happened

along the way…

0%

2%

4%

6%

8%

10%

2000 2002 2004 2006 2008 2010 2012 2016

The big click meltdown.

SOURCE: http://www.digitalmarketer.com/what-is-native-advertising/

0%

2%

4%

6%

8%

10%

2000 2002 2004 2006 2008 2010 2012 2016

The big click meltdown.

SOURCE: http://www.digitalmarketer.com/what-is-native-advertising/

#absurdity.

#absurdity.

#absurdity.

A nation of

Adblockers.

We forgot the first

rule of marketing.

Brand engagement is

our goal.

BRANDS PEOPLE

We need a new

brand agenda.

A new brand agenda

Blockbuster Ideas.

Blockbuster ideas.

Results.

10m+ 1bn91%

Fans tuned into NBC’s

Premier League coverageMedia impressionsIncrease in NBCSN

viewership

8486%

Increase in

Facebook fans

9m

Views of the Ted Lasso

piece alone

The 3F Model.

FOCUSCONVERT IN

OWNED

FAMEPROSPECT OUT INTO CULTURE

PROSPECT DEEP INTO CATEGORY

FUNCTION

DRIVE CONSIDERATION &

CONVERSION

BUILD RELEVANCE IN SEARCH

CONTINUE TO BUILD

AWARENESS

A new brand agenda

People Powered.

Inspired by Iceland

The thinking.

Ask Gudmundur.

PLAY

Results.

114% 12.5k £36.5m425m

Income growth in the

lesser-known regions of

Iceland

User generated

contributions throughout

the campaign period

Total value created from

the initial investment of just

£1.9m

Total media impressions

delivered throughout the

campaign

19:1 ROI

Long term return from the

initial investment

A new brand agenda

Relevance Obsessed.

Share of culture, not

category.

Emirates

The challenge.

Emirates

airOMG.

Castrol EDGE

The challenge.

Castrol EDGE

Titanium trials.

And finally.

And finally.

“We're excited for James’ talents and fearless creative instincts to

tackle American TV.”

E!News

And finally.

“We're excited for James’ talents and fearless creative instincts to

tackle American TV.”

E!News

“Stephen Colbert isone of the most inventive

and respected forces on TV.”

The Guardian

Results.

Results.

“I don’t even check the ratings, I check YouTube views at the end of the week.”

James Corden

“My major ambition is just to stay relevant, to be in the conversation.”

James Corden

Our new brand

agenda.

RELEVANCE OBSESSED

BLOCKBUSTER IDEAS

PEOPLE POWERED

Thank you.