1. The Post Recession Landscape
By Nikki Mendonça
President, OMD EMEA
November 2010

2. The new normal

3. Mapping the New Normal
• Insert map here

4. The most pertinent trends of the new normal

5. Digital is driving the new normal and making us:
Smarter1 3Freer 4Cocooned 5Collaborative2Empowered

6. 29%
of the global population
are internet users
by 201331%
25%
of search results for the
world’s top 20 largest
brands are linked to
user-generated content
34%
of bloggers post
opinions about
brands and
products
78%of consumers trust
peer recommendations
- only
trust advertisements
14%
25%
of under-24s in markets such as
Italy and the UK now agree that
they ‘like the idea’ of renting
rather than owning a luxury item.
Around
$88billion
estimated to be spent
via mobile commerce
by 2012 in the US
620million
mobile search
queries are estimated
to be performed per
day by 2012
43%
of mobile users will
access social
networks from mobile
devices by 2013
64%
of global mobile
data traffic will be
video by 2013
The
evidence is
everywhere
of Europeans washed
clothes at a lower
temperature (30 degrees)
in the past year
33%
has overtaken
pornography as the
#1
Social media
web activity
Before the recession in 2007
felt that their children had a
say in important decisions, by
2009 this had dropped to
30%
39% of Europeans

7. And the
change has
been
profound

9. Smarter1

10. The smart phone
revolution
10

11. Allowing us to work, shop, play smarter

12. Mobile applications now manage our daily lives

13. Technologies help maximise household spend

14. Empowered2

16. One week’s worth of consumer backlash

17. UGC and open source put consumers in charge
17
Giving them unprecedented influence over
product innovation and shared information

18. Social networking is empowering
grass roots movements and driving
how we relate to brands, manage our
health, help the world…
500m Facebookers –
50% log on in any
given day
More content
uploaded in 60 days
than created by
major broadcasters
in 60 years
Number of Twitter
users increases daily
by 300,000

19. Accelerating the power of crowds

20. Socialisation of commerce
Influencing business models, marketing approaches
and paths to purchase

21. Confidential. Do not repurpose or distribute.
Freer3

22. We are living in an increasingly free world
Opting for advertising
brings free music
Freemium titles allow
free play
Free goods drive
subscriptions

23. Take a seat
… and a rentable world

24. Cocooned4

25. Home entertainment growth is keeping people in

26. Transmedia draws consumers into the brand
Brand stories that unfold across different platforms put the
consumer at the centre of content

27. Collaborative5

28. Power in brand partnerships

29. Ownable events
Going beyond sponsorships to build more direct relationships
with consumers

30. Purpose as well as profit
Tetra Pak Taiwan Earth
Day

31. What does the new normal mean for our industry

32. 1.
Investment in communities, social
media and utility communications
2.
Increased focus on
customer lifetime value
3.
‘Real-time’ analytics to optimise
ROI and customer engagement
4.
Greater integration of
disciplines

33. 5.
Performance-based
compensation with greater ‘skin
in the game’
6.
‘Creative technologists’ developing
branded, ownable products and
services
7.
An acceleration of alignment and
consolidation to deliver greater
efficiencies
8.
Media agencies will emerge as the
nucleus of the new marketing
ecosystem evolving from an
exclusively paid model to a more
complex paid/owned/earned model

34. The Post Recession Landscape
By Nikki Mendonça
President, OMD EMEA
November 2010