R/GA Group Planning Director Sean Miller and Google Head of Creative Innovation John Militello highlight the surprising advantages the under-six set have over today’s CMOs, exploring ideas and different ways of thinking that provoke new behaviors for today's marketing professionals.

1. WHY YOUR 5-YEAR-OLD
IS MORE DIGITAL
THAN MOST CMOs
Sean Miller
Group Planning Director
John Militello
Head of Creative Innovation
The ZOO
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4. John Militello Sean Miller
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5. John Militello Sean Miller
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7. DISCLAIMER
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8. WHAT WE DID
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9. SEX
POLITICS
RELIGION
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10. SEX
POLITICS
RELIGION
KIDS & DIGITAL
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12. AGENDA
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13. AGENDA
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14. AGENDA
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17. Source: Rewired: Understanding the iGeneration and the Way They Learn
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18. 88 Days
Source: Rewired: Understanding the iGeneration and the Way They Learn
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19. Source: Nielsen Q4, 2011
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20. Operate computer 63%
58%
Play computer game 52%
Ride a bike
37%
Write name
Make emergency call
20%
Tie shoes
11%
Source: AVG
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21. “The average 11-year-old child
has adult technology skills.”
Source: AVG
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32. Many are terrified.
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37. “Random Acts
of Marketing”
Source: CMO Council, 2011
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38. The one group that’s
certainly not terrified...
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39. ...is the kids
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40. Why?
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48. The four biggest challenges
Are also the ones they feel least prepared for
Unpreparedness
1
2
3
1 Data explosion
2 Social media 4
3 Growth of channel and device choices
Impact
4 Shifting consumer demographics
Source: IBM CMO Study, 2011
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49. Marketplace > Marketing
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50. Source: Q3 2011 Forrester/Heidrick & Struggles Global Evolved CMO Online Survey
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51. CMOs are sticking around longer
42
2011
24
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55. Sugata Mitra’s
Hole in the wall
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58. Departments Offerings
ACCOUNT / PRODUCTION
Platforms / Applications
Campaigns
Digital Advertising
Relationship Marketing
INTERACTION DESIGN
Web Sites
E-commerce
Systematic Design
Data Visualization
VISUAL DESIGN
CONNECTIONS
COPYWRITING
TECHNOLOGY
Brand Development
Mobile
ANALYTICS
PLANNING
Consulting
Media
Product Innovation
Social
Retail
Live Events
DIGITAL STUDIO
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62. LESSON
Fuel curiosity.
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70. Marshmallow challenge
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71. LESSON
Stop thinking, start doing.
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73. Google Village
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77. LESSON 3
Ask a kid
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81. KIDS ARE...
collaborative
fearless
tinkerers
unfiltered
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82. KIDS ARE... THE LESSON
collaborative love the ones you’re with
fearless fuel curiosity
tinkerers stop thinking, start doing
unfiltered ask a kid
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84. WHAT’S HAPPENING HERE?
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85. WHAT’S HAPPENING HERE?
It’s NOT about being a kid.
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86. WHAT’S HAPPENING HERE?
It’s NOT about being a kid.
It’s about being a beginner, again.
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87. Thank you
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88. John Militello #kidCMO Sean Miller
@JohnMilitello @millerse1
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