2. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
ENTER THE DRAGON
2 ENTER THE DRAGON
3. CHINESE
ASTROLOGY
INSERT IMAGE IN
According to Chinese
BACKGROUND
Astrology, 2012 is the Year of MAKE SURE IT FILLS
the Dragon. Occupying the 5th THIS SPACE 100%
position of the Chinese Zodiac,
the Dragon is the mightiest of
all the signs.
3 ENTER THE DRAGON
4. DRAGON
REPRESENTS
INSERT IMAGE IN
BACKGROUND » Strength
MAKE SURE IT FILLS
THIS SPACE 100% » Dominance
» Good Luck
4 ENTER THE DRAGON
5. NOT JUST ANY
DRAGON
INSERT IMAGE IN
2012 is not just the year of the
BACKGROUND
Dragon, it is the year of the MAKE SURE IT FILLS
Water Dragon. THIS SPACE 100%
5 ENTER THE DRAGON
6. THE WATER
DRAGON
INSERT IMAGE IN
BACKGROUND » Dragon = Masculine,
MAKE SURE IT FILLS power and ambition
THIS SPACE 100%
» Water = Feminine,
flexible and soft
6 ENTER THE DRAGON
7. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
MASTERING
TECHNOLOGY
7 ENTER THE DRAGON
8. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
INTERCONNECTEDNESS
8 ENTER THE DRAGON
9. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
FUELING THE FIRES OF
SOCIAL MEDIA
9 ENTER THE DRAGON
10. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
THE WATER DRAGON
10 ENTER THE DRAGON
11. FIVE CONCEPTS
FOR 2012
INSERT IMAGE IN 1. Social by Design
BACKGROUND
2. Propagation Planning
MAKE SURE IT FILLS
THIS SPACE 100% 3. Devolution™
4. Brand Purpose
5. Mobilization
11 ENTER THE DRAGON
13. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
FUELING THE FIRES OF
SOCIAL MEDIA
13 ENTER THE DRAGON
14. 1.0
EDITORIAL
During the nineties, the
INSERT IMAGE IN
web was primarily a BACKGROUND
publish and browse
medium MAKE SURE IT FILLS
THIS SPACE 100%
14 ENTER THE DRAGON
15. 2.0
SOCIAL
The web has become a
INSERT IMAGE IN
blackboard on which BACKGROUND
everyone is invited to
make their mark. MAKE SURE IT FILLS
THIS SPACE 100%
15 ENTER THE DRAGON
16. 3.0
INTEGRATION
Social Media has
INSERT IMAGE IN
fundamentally changed BACKGROUND
the dynamic between
consumers and brands MAKE SURE IT FILLS
THIS SPACE 100%
16 ENTER THE DRAGON
17. SOCIAL
BY DESIGN
INSERT IMAGE IN » Social media is changing the
BACKGROUND way we use the Internet…
MAKE SURE IT FILLS » Changing the way we
THIS SPACE 100% advertise…
» Changing the way we do
business…
17 ENTER THE DRAGON
18. THE OLD PURCHASE PROCESS
AWARENESS INTEREST DECISION ACTION
18 ENTER THE DRAGON
19. THE NEW PURCHASE PROCESS
RECOMMENDATION
ACTION AWARENESS
DECISION INTEREST
19 ENTER THE DRAGON
20. SOCIAL BY
DESIGN
Pay With a Tweet
INSERT VIDEO HERE
20 ENTER THE DRAGON
21. SOCIAL BY
DESIGN
Social Beyond
Digital
INSERT VIDEO HERE
21 ENTER THE DRAGON
22. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
BEYOND SOCIAL MEDIA
22 ENTER THE DRAGON
23. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
GOING VIRAL
23 400%
ENTER THE DRAGON
24. SOCIAL BY
DESIGN
Developing Viral
Products
INSERT VIDEO HERE
24 ENTER THE DRAGON
26. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
26 ENTER THE DRAGON
27. PROPAGATION PLANNING
“Planning not for the people you reach, but
the people that they reach, by giving them
assets to propagate.”
Griffin Farley from BBH New York
27 ENTER THE DRAGON
30. PROPAGATION
PLANNING
Share a Coke with
your Mate
INSERT VIDEO HERE
30 ENTER THE DRAGON
31. CASE STUDY
SHARE A COKE
INSERT IMAGE IN » 150 names, printed on bottles
and cans
BACKGROUND
» Each name has a downloadable
MAKE SURE IT FILLS song
THIS SPACE 100% » Get your own name printed on a
can for free
» Create your own Coke
commercials
31 ENTER THE DRAGON
32. PROPAGATION
PLANNING
Share a Coke with
your Mate
INSERT VIDEO HERE
32 ENTER THE DRAGON
33. PROPAGATION
PLANNING
INSERT IMAGE IN
“The Universal Currency of
Stories” BACKGROUND
Sarah Kay - Poet MAKE SURE IT FILLS
THIS SPACE 100%
33 ENTER THE DRAGON
39. THE
PHILOSOPHY
INSERT IMAGE IN The Social Media Revolution
BACKGROUND is a Consumer Revolution.
MAKE SURE IT FILLS Today, our brands are co-
THIS SPACE 100%
owned with our consumers.
39 ENTER THE DRAGON
40. THE
METHODOLOGY
Devolution™ is a strategic
INSERT IMAGE IN
methodology designed to
BACKGROUND
MAKE SURE IT FILLS help marketers adapt to the
THIS SPACE 100% changing needs of their
increasingly empowered
consumers.
40 ENTER THE DRAGON
41. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
PIONEERS OF
CONSUMER
41 ENTER THE DRAGON
INVOLVEMENT
42. THE LEGO HISTORY
1932 1949 1998 2003 2004 2008
Wooden Coloured Launches Sales Drop by Lego Starts Sales up by
Blocks Plastic Mindstorm 26% Listening 35%
Blocks
Starts Losing Biggest loss in Profitability all
Money History time high
Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm
and judgment exceeds that of the company itself” - Bob Garfield
42 ENTER THE DRAGON
43. LISTENOMICS
INSERT IMAGE IN
The art and science of cultivating
BACKGROUND
relationships with individuals inMAKE SURE IT FILLS
a
connected, increasingly open- THIS SPACE 100%
source environment.
43 ENTER THE DRAGON
44. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
44 ENTER THE DRAGON
45. PROCTER &
GAMBLE
INSERT IMAGE IN
We were the biggest shouter in
the 20th Century.
BACKGROUND
MAKE SURE IT FILLS
In the 21st Century we want to THIS SPACE 100%
be the best listener.
45 ENTER THE DRAGON
46. WHEN LISTENING BECOMES ACTIVE
COMMAND & CONTROL COLLABORATION
CLOSED OPEN
46 ENTER THE DRAGON
47. THE MOVE TOWARDS OPEN BRANDS
CLOSED BRAND OPEN BRAND
WORLDVIEW WORLDVIEW
MONOLOGUE DIALOGUE
AWARENESS ENGAGEMENT
SCRIPTED COMMUNICATION TRANSPARENT COMMUNICATION
BRAND CUSTODIANSHIP BRAND STEWARDSHIP
CO-CREATED WITH
CREATED BY MARKETERS
CONSUMERS
* Adapted From “Open Brand” – Kelly Mooney
47 ENTER THE DRAGON
48. A BRAND IS NOT WHAT
INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
YOU SAY IT IS
49 ENTER THE DRAGON
49. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
IT’S WHAT THEY SAY IT
IS Marty Neuimeier -The Brand Gap
50 ENTER THE DRAGON
50. DEVOLUTIO
N
Edding
Wall of Fame INSERT VIDEO HERE
51 ENTER THE DRAGON
51. DEVOLUTION
Johnny Cash
Project
INSERT VIDEO HERE
52 ENTER THE DRAGON
53. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
FROM TELLING & SELLING TO
BUILDING RELATIONSHIPS
* Jim Stengel - Procter & Gamble
55 ENTER THE DRAGON
55. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
MAYAN PROPHECIES
57 ENTER THE DRAGON
56. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
58 ENTER THE DRAGON
57. PURPOSE
Electrolux
Vac from the Sea INSERT VIDEO HERE
59 ENTER THE DRAGON
58. THE POWER OF
PURPOSE
“Today, advertising is about INSERT IMAGE IN
finding common ground on BACKGROUND
which brands and MAKE SURE IT FILLS
communities can forge THIS SPACE 100%
relationships”
Bob Garfield
60 ENTER THE DRAGON
59. BRAND
PURPOSE
WWF
Save as WWF INSERT VIDEO HERE
61 ENTER THE DRAGON
61. MOBILE
Right Time, Right Place INSERT IMAGE IN
BACKGROUND
has now become MAKE SURE IT FILLS
Right Here, Right Now THIS SPACE 100%
63 ENTER THE DRAGON
62. MOBILE
How will mobile INSERT IMAGE IN
computing disrupt and BACKGROUND
MAKE SURE IT FILLS
redefine the customer
THIS SPACE 100%
journey within your
industry?
64 ENTER THE DRAGON
63. MOBILE
View your customer’s INSERT IMAGE IN
BACKGROUND
mobile phone as their MAKE SURE IT FILLS
remote control for your THIS SPACE 100%
business
65 ENTER THE DRAGON
64. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
67 ENTER THE DRAGON
65. FEATURE PHONES
INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
DOMINATE
71 ENTER THE DRAGON
66. MOBILE
PHONES IN
AFRICA
Feature Phones Dominate
INSERT IMAGE IN
BACKGROUND
MAKE SURE IT FILLS
THIS SPACE 100%
72 ENTER THE DRAGON
67. INNOVATIVE
TEXT SERVICES
SMS,
INSERT IMAGE IN
USSD, BACKGROUND
PLEASE CALL ME, MAKE SURE IT FILLS
M-PESA THIS SPACE 100%
73 ENTER THE DRAGON
68. THE RISE OF
SMARTPHONES
» IDEOS $100 Android phone has become
INSERT IMAGE IN smartphone bestseller in Kenya.
BACKGROUND » By 2013 there will be smart phones
retailing at less than $50 in many African
MAKE SURE IT FILLS markets.
THIS SPACE 100% » 265 million data subscribers in Africa by
2015 up from about 12 million today
(Informa Telecoms)
75 ENTER THE DRAGON
69. MOBILE
A whole new way to
communicate
INSERT VIDEO HERE
76 ENTER THE DRAGON
70. MOBILE
Beyond your cell
phone
INSERT VIDEO HERE
78 ENTER THE DRAGON
