Pete Mitchell, Global Media Innovations Director at Mondelez, started this conference with a very in-depth Master Class starting from mediabuying to CRM passing by real time marketing. To watch this presentation live : http://hubinstitute.com/2015/06/hubforum-singapore-replay/#ctZ1htcog0fqH57H.99

1. Pete Mitchell - MDLZ
11th June 2015
INSEAD Singapore

3. 3

4. THE INVESTMENT
GAP
BETWEEN HOW MUCH
CONSUMERS ENGAGE
WITH MEDIA AND HOW
MUCH WE INVEST IN
EACH CHANNEL.
THE CONNECTIONS
GAP
BETWEEN HOW
CONSUMERS RELATE
CROSS-CHANNELS AND
HOW WE BUILD PLANS
CROSS-MEDIA.
THE
CONTINUITY
GAP
3 Gaps between how consumers use media
and how we plan for it
BETWEEN HOW
CONSUMERS SHOP FOR
OUR PRODUCTS AND HOW
WE “SHOP” FOR MEDIA.

5. Gap #1: How
consumers use media

6. THIS IS HOW CONSUMERS USE
MEDIA
Multiscreen time spent sources: CCS 2013 wave1; APAC

7. THIS IS HOW WE BUY MEDIA

8. Gap #2: How consumers shop vs
how we plan

9. THIS IS HOW OUR CONSUMERS
SHOP
Weekly Sales
THERE ARE ALWAYS CONSUMERS IN
THE MARKET READY TO PURCHASE
Source: Mintel / Datamonitor, 2013

10. THIS IS HOW WE SHOP FOR
MEDIA
40% TIME ON-AIR
Source: Oreo 2012

11. Gap #3: Consumers having
connected experiences yet we
plan media in silos

12. CONNECTEDCONSUMERSUSING
CONNECTEDDEVICESAREHAVING
CONNECTEDEXPERIENCES

13. POPE BENEDICT XVI POPE FRANCIS
MEDIA IS CHANGING CONSUMER
BEHAVIOUR

14. Where we pay to say
things
Where they can buy
things.
Even the pack is
media
Where people connect
and share
The role of Media in people’s lives has changed

15. Media as a driver of change
SERIES OF CONNECTED EXPERIENCESINDIVIDUAL CHANNELS
MEDIA THAT DRIVES INNOVATIONDISPLAY & KEY VISUAL ASSETS
ADOPT A CONSUMER PERSPECTIVEA BRAND PERSPECTIVE
ONGOING, REAL TIME CONVERSATIONSREACH & FREQUENCY BURSTS
FROM TO

16. THE CHANCE TO THE AVOID TRADITIONAL
APPROACH
BRIEF
CREATIVE
IDEA
TV OTHERS?
• WHY DID WE START
WITH A TV SCRIPT ?
• HOW ARE HEY
CONNECTED?
• WHAT IS THE OVERAL
EXPERIENCE?

17. Its not about 360 communications – but the
right 36 degrees to get things done
60s – 90s
CAPTIVE AUDIENCES
2000
360° COMMS
(IMC)
NOW
CONNECTIONS PLANNING

18. CONNECTIONS PLANNING HELPS
CREATE MORE COHESION
Connections
Map
Media Plan
Time Intervals
Channel 1
Channel 2
Channel 3
Consumer Journey Stages
Paid
Owned
Earned

19. CONNECTIONS PLANNING IS AN ENABLER TO
CREATE THE COMMUNICATIONS EXPERIENCE
THAT WE WANT CONSUMERS TO HAVE

21. Entertaining
them with daily
doses of witty
fun!
Fun-seeking
Millennials
Find humour in
everyday
moments
Get… To… By…
Showing them
all the joy that
variety brings
Habitual young
snackers
Expand their
snacking
repertoire
Get… To… By…
Injecting
wonder into
everyday life
The child in all
of us
See outside the
ordinary,
everyday world
Get… To… By…

22. Chocolate lovers
Use chocolate to demonstrate
they care
Sharing with their loved ones

24. DELTA INNOVATION CLASS

25. Communication
Objective
KPIs KPIs KPIs KPIs. KPIs.
Communication
Objective
Communication
Objective
Communication
Objective
Communication
Objective

26. KPIs KPIs KPIs KPIs KPIs
DISOVERY>be positioned in the heart of
moments where mums seeks family
focused inspiration and also within the
wider context of family friendly pop culture
AMPLIFY> encourage and
incentivise mums to share both
Oreo and their own moments of
family togetherness
CREATE>Helps mums to create
her own lighthearted moments of
family bonding
SEEK NEW SPONTANEOUS
FUN>inspire mums in
unexpected, surprising family
focused occasions
INSPIRE ACTION> buy us for
more `family` occasions not just
for a treat
ORADEO
STOREO
It’s a messy process!

31. The connections map
75% Coverage @ 1+
Editorial count
Unique page views
Achieve Awareness target (xx%)
2m video views
Unique Visitors
Code capture
Achieve Awareness target (xx%)
Number of direct mail packs sent
Achieve Awareness target (xx%)
Social media mentions
Social media sentiment
UGC posted
Achieve Awareness target (xx%)
Viral film to increase
awareness and
affinity
Share of requirement
Increase ‘show interest’ (5s)
Achieve Awareness target (xx%)
Social platforms fuel
user generated content
Website to capture
pack codes/ find out
more
TVC to increase
awareness
PR / web news to
drive familiarity
Messages of
thanks returned
and shared on
social sites
In-store activity to drive
product awareness &
on-pack to increase
interest
Direct Mail to named
beneficiaries

32. Connected Experiences that become part of Culture
THE BEST EXAMPLES OF ADVERTISING ARE THOSE WHICH TRASCEND
ADVERTISING TO BECOME PART OF THE FABRIC OF CULTURE

33. Competing in your
category means
focusing on Share
of Spend
Competing in
popular culture
means focusing on
Share of
Mind

38. LATERAL THINKING EXAMPLES

48. All Things Automated

50. The Transparency Race

52. Client
TechAgency

53. Client
Tech
Agency
Client Tech
Agency

54. Some lessons learnt…

55. October 2010

57. Jan Koum

60. Thank You – You Made My Day!