Description of DDB New York office capabilities and principles. felipe san juan

1. Let Us Blaze
New Trails
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2. DDB’s Ambition
Help clients to be at the forefront of the digital, mobile
and social marketing communications,
and bring the Age of now to everyone.
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3. DDB NY has the unique capabilities to bring this ambition to
life.
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4. We Thrive at the Heart
of Data, Technology
and Creativity
4

5. DATA & ANALYTICS
Modern 360
Campaigns
Digital Strategy
and
Content Marketing
Web &
Mobile Platforms
and Services
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So We Deliver Strong Content-Driven Ideas

6. Felipe San Juan
Group Business Director
With An Integrated Team
6
Emilio Rosas
Account Director
Stuart Hazlewood
Chief Strategy Officer
Jennifer Fox
Brand Strategy Director
Chiara Martini
Digital Strategy Director
Amanda Moreno
Digital Strategist
Bianca Moore
Community Manager
Icaro Doria
Chief Creative Officer
Hannah Fishman
Executive Creative Director
Christopher Chobanian
Director of Analytics
Elizabeth VanDurme
Analytics Manager
Madison Wharton
Chief Operation Officer

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For Powerful Brands

8. DDB’s Principles for Excellence in Digital and Social
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9. 1. Deliver The Most Relevant Content In The Most Relevant
Context
2. Be People-centric (vs. Brand-centric)
3. Anticipate Desire
4. Organize Around Hero, Tent Pole And Always-on Content
5. Root Everything In Data
6. Create An Evolving Playbook
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What We Stand By

10. Deliver The Most Relevant Content
In The Most Relevant Context
From a real-time trend to a larger cultural backdrop,
context is the key to success.
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11. We shift the conversation from what the brand
wants to say to what the audience wants to hear.
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Be People-Centric (vs. Brand-
Centric)

12. Anticipate Desire
Through data insights we shape the stories
and optimal ways to deliver them.
Programmatic adds an extra element of
precision.
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13. We design content plans based on priorities and
needs.
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Organize Around Hero, Tent Pole
and Always-on Content

14. Root Everything In Data
Data to inform better decisions. Data to
track, manage and optimize in real-time.
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15. Data Inputs Inform Powerful Insights
Online Community
and Panel
Social Listening
Secondary Research
Owned Media
Cultural Data
Quid
Media
Programmatic
Image
Recognition
Brand
Behavioral
Outputs
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16. Outputs are organized around 5 areas
Outputs
Triggers and
Motivations
1
What triggers/motivates
purchase? Why your
company vs. others?
Media and
Content
Consumption
3
What channels and
content do consumers
engage along the
journey?
Decision
Criteria
5
Who and what Influences
purchase? Who do they
trust? What are the top
attributes before
selecting a product?
Attitudes and
Beliefs
2
What are the perceived
beliefs of your company
and products? What
attitudes do people have
about the category?
Buying
Journey
4
What are the stages of the
consumer journey? What
are the current gaps and
opportunities to address?

17. Powered by a unique set of tools
Custom Online Panel Programmatic Algorithmic Insights Newsroom
80k Participants,
24 hour turnaround,
Testing and Measurement,
Social Listening,
Qualitative,
Ethnography
3rd Largest DMP in the
world,
Segmentation-tool,
ComScore Click-stream
Clusters all digital content
and sources within past 3
years
Identifies themes and
trends based on machine
learning,
Produces visualizations
based on algorithms
Real-time newsroom,
Listen and Respond,
Content Development,
Marketing Performance
Tracking,
Trend-Forecasting
Advanced Analytics
Econometric Modeling,
Behavioral and Cognitive
Intelligence
Scenario Planning
MMM / Attribution
Predictive Modeling,
Business Intelligence

18. Campaign/Tactic
Launch
Plan
Big
Idea
Channel
Plan
Testing
Multi
Channel
Data
Measurement
Planning
Learn Past Learnings
and Insights
Test and
Target
Campaign
Effectiveness
Real-time
Optimization
Track
Continuously
improved through a
360° learning loop
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Measure

19. And Performance Analytics Are
Served Up On Real-Time Custom
Dashboards
Device-agnostic dashboard brings
paid, owned, earned performance
into one holistic view
Flexibility for adding new data
sources and changing elements
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20. Measurement Compass
Altimeter inspired graphic
BUSINESS
GOAL
BRAND HEALTH
A measure of attitudes, conversation
and behavior toward a brand
MARKETING OPTIMIZATION
Improving the effectiveness of
marketing programs
REVENUE GENERATION
Where and how your company
generates revenue
INNOVATION
Collaborating with customers to
drive future products and services
CUSTOMER EXPERIENCE
Improving your relationship with
customers, and their
experience with your brand
OPERATIONAL EFFICIENCY
Where and how your company
reduces expenses $
20

21. Metrics building block that allow KPIs
to tie back to the business results
Clicks Retweets Comments Shares Likes Pageviews
Cost per
Acquisition
Brand Mentions
Reach /
Frequency
Click-through Site Traffic
Differentiation Amplification Resonance Salience
Media ROI Net Sentiment Task Conversion
Retention Equity
Acquisition Business Objectives
DDB Brand Measures
Digital Metrics
Brand
Studies
Channel-levelanalyticsBrandProvided
Defined by the brief at the global market
executed, locally
Custom DDB Brand measures that diagnose
brand performance
Tactical metrics that tie
back to Brand and
Business objectives
Slower-moving data
Faster Moving
Data
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22. We deliver a content plan, channel approach
and social persona that brings brand values to
life.
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Create An Evolving Playbook

23. When it all comes together…
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24. #WHYWAIT INVENT-OFF PROGRAM
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Hero Content Program

25. Why?
Brand Strategic Approach
Get opinion shapers to value Qualcomm as the
“essential accelerator” of progress in mobile and
adjacent industries.
The Challenge
Qualcomm contributes major building blocks to the
Internet of Things, connectivity, cognitive
technologies, and mobile experiences. But these
can go largely unnoticed because so many of
Qualcomm’s inventions are invisible to the naked
eye.
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26. Whom Must We Influence?
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Influencers
Tellers, Doers &
Amplifiers
Government
The Judiciary
Committee & the
energy commerce
committee
Tech C-Suite
Silicon Valley &
Chinese Business
elite

27. Content Approach
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Tell.
Inform influencers about
our essential role
accelerating progress
and what drives our
relentless curiosity
Show.
Showcase inventions
that spotlight our
essential accelerator
POV across key
narratives
Do.
Invite influencers into
our “lab” to discover
our inventions, build
off of them, and share
their experience

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Watch

29. In Season 2 we continue to demonstrate
that Qualcomm is the inventor for the
inventors by raising the stakes of the
competition and upping the ante in social
involvement.
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30. 30

31. What Changed
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From
Reality
An open ‘theme’
1 Host
Amplified on social
Patterson, NJ
$5K prize
Lived on Kinja.com (Gawker)
Media plan added on
To
Documentary
Can the Internet of Things save a life?
2 Captains
Social-first
San Francisco
$25K prize, social support & mentorship
Lives on Qualcomm.com
Media and PR adding into 1 holistic plan

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An Evolving Social Playbook

33. The Components of the Social Playbook
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34. We Want to Be More Purposeful With What, When
and How We Tell Stories Through Content Cycles
Fragmented content Continuous story
Formats leading ideas Ideas leading formats
One-off posts Cycles with beginning & ending
Pre-defined themes mindset Campaign mindset
Disconnected from PR Connected by PR
FRAGMENTED STORY CYCLES
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35. Prioritizing messages for cohesiveness
and consistency
The connection with PR takes reach to a
next level and helps build credibility
The mindset of a cycle will challenge us to
outstanding executions every time
We can measure the incremental impact of
social on business KPIs
The Value of Social Cycles
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Always-On Content Platform

37. speaks with:
SIMPLICITY TRANSPARENCY KNOWLEDGE
BUSINESS PROBLEM: The current Learning Center serves as an SEO and CRM play
by supporting organic search and State Farm newsletters. However, its performance
lacks traction and visibility to consumers and fails to guide users into the acquisition
path.
OBJECTIVE: Grow customers’ confidence by providing compelling advice and helpful
information when and where they need it, to meet their needs based on life stage,
interest, location or occasion.
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38. SOLUTION: A new content ecosystem to generate more effective reach, engagement and lead generation via social,
CRM, email third-party distribution with constant value delivery.
a new content machine
DATA
DYNAMIC CONTENT
PERSONALIZED EMAIL
EMAIL
SEO OPTIMIZATION
STATEFARM.COM
SOCIAL LEADS
ARTICLE
COLLECTING
SOCIAL AMPLIFICATION
CONSUMER PROFILE
38

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An Insight-Driven Program Rooted In Data

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 New approach that is needs-state focused but allows brands to flex
 Driven by a robust digital strategy to identify and prioritize issues
and opportunities
 Underpinned by a new creative operating system

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DYNAMIC PEOPLE
• collaborative to the core
• best talent locally and globally
• modern comms mavens
DYNAMIC PROCESS
• uniting culture, brand, & creativity
• agile, connected engagement model
• fueled by creativity and rigor
DYNAMIC PRODUCT
• always on
• robust content not ads
• creating constant desire
DYNAMIC PERFORMANCE
• mutually beneficial
• results-driven
• hyper-efficient

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People: An integrated, nimble, hub that brings disciplines
together
DDB NY Digital Beauty Hub

44. PROCESS: BeautyLab uncovers insights that drive action
Data Insights Brand-Opportunities
Cultural
Insights/Trends,
Competition
Social Listening,
Performance
Analytics
Marketing
Amplification
Content
Creation, Custom
partnerships
BEAUTYLAB
Partner
agencies take
action
ActionsActionable
Intelligence
KPI
development
Measure

45. PROCESS: Insights cadence that informs marketing and
comms.
Every Wednesday
Culture & Competition
Media & Creative
Optimization
Identify fast-moving
cultural and skin-care
trends as well as
competitive activity
that merit an
immediate response
Identify and optimize
toward top performing
paid media
investments and
creative across all
digital channels
Timing
Purpose
Description
Participation
WEEKLY
Every Thursday
Action Matrix
Document key
activity/recommendatio
ns for the week and
distribute to key brand
and agency team
members
Core Activation Team:
Client Research/Analytics (quarterly), Brand Team, Legal
Agency Stakeholders
QTRLY
3rd week of the new quarter
Business and Marketing Performance
Output / insights from weekly meetings will fuel
planning sessions across the business;
opportunity to revisit strategy and planning
initiatives
Cadence

46. Product: Real-time, tent pole work
in harmony with planned calendar
Campaign & Initiatives:
TV, print, radio, apps,
ER support, media buys, digital optimization
Monthly Content Calendar
Non-branded relevant content
Evergreen content
Product & Initiatives messaging
Topical Pop Culture & News
Seize timeliness of content
Real-time Conversation
Community listening & response
Test, learn, optimize concepts
Use knowledge to inform planned content
Tentpole
Major events, sponsorships, high impact custom
partnerships (e.g. VMA’s)
Real-time events
Mixture of Community listening & response and
Product/Brand initiative messaging
HERO Tent-pole Always-On

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48. How Could We Collaborate To Optimize your
Digital, Social & Content efforts?
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DDB & YOU