Norm Driskell, Director of Service Operations for Razorfish in the UK delivers this presentation on a unique marketing platform for one of the world's largest marketers during the Fifth Annual Razorfish Technology Summit in Atlanta on 4.1.11.

1. Unilever: Greenhouse Journey innovation in cloud orchestration Norman Driskell, Director of Service Operations, Razorfish UK

3. IP not owned by brand (e.g. trademarked names, domain name registration, creative assets)

5. Limit collaboration or reuse

7. Missed opportunity for holistic view of consumer

8. Challenge for cross-region and cross-brand marketersPoor picture of the consumer

9. Our opportunity Owned websites Mobile experiences 24x7 Support & Monitoring Digital Marketing Platform Hosting & Maintenance Setup & maintenance Content Management E-Commerce Community Distribution Translation & Localization Social experiences Tablets & Emerging experiences Integrated Insights

10. 4

11. Original architecture 5 5

12. First evolution 6 6

14. Access to powerful platform capabilities without fuss

16. Lead time of minutes, not weeks

18. Enforce ACLs and encryption

19. Retain IP and brand ownershipSupportive 7

20. Amazon Cloudfront ELASTIC LOAD BALANCER EC2 Availability Zone 1a EC2 Availability Zone 1b WEB APPLICATION WEB APPLICATION Autoscaling Autoscaling Dove – high level architecture 8 RDS Availability Zone 1a RDS Availability Zone 1b DATABASE DATABASE CONTENT DISTRIBUTION S3 STATIC CONTENT

21. Sky Manager 9 SKY MANAGER Sky Manager Deployment Engine Base AMI Configuration, post installation tasks Instance with Personality Personality Create Snapshot Packages from Development Stream Sky Manager Subversion Repository Launch Configuration Link Launch Configuration AutoScale Group

22. Deployment process 10 GREENHOUSE BRAND AGENCY SVN Build Server SVN Trigger File Build Artifacts Sky Manager Development QA Production dev.site.com qa.site.com www.site.com AMAZON WEB SERVICES

23. peerd 11 EC2 Instance Host 1 EC2 Instance Host 2 EC2 Instance Host 3 EC2 Instance Host 4 RDS Light and elegant solution to peer discovery in the cloud Easy plugin to cluster-aware applications Scalable, low overhead, RDS backed PeerD Environment 1 Host 1, IP1 Host 2, IP2 Host 3, IP3 Host 4, IP4

24. Autoscaling event - up 12

25. Autoscaling event – instance failure 13

26. Today’s model 14 CORE FUNCTIONALITY RAPID DEPLOYMENT Self-Service CRM Data Store Pre-built AMI CMS Web Services 3rd party API (bi-directional) Bespoke AMI DAM Database Commerce (TBC) Hybrid AWS Development Operations Service Operations Sky Manager FACILITATORS

27. VMWare CLOUD HYBRID SKY MANAGER Mixed-infrastructure version control 15 Sky Manager Deployment Engine Base AMI Configuration, post installation tasks Instance with Personality Personality Create Snapshot Packages from Development Stream Sky Manager Subversion Repository Launch Configuration Link Launch Configuration AutoScale Group

28. Roadmap 16 Key Management RDS Management Profile Groups Build Integration Build Integration Reporting Deployment Instance Management One-Click Provisioning Windows Support Cost Tracking & Prediction Autoscale Configuration Diagram Generation High Availability Workflow S3 Management Configuration Management Security Improvements Instance Metadata Liferay IAM Integration Capacity Monitoring Multi-user

29. Razorfish’sflexible platform 17 PRESENTATION FRAMEWORK Slipstream Touch Connect Mobile Slipstream Content Services eCommerce & eService Analytics Hosting IOD Service & Support SkyManager TABLETS DIGITAL ADS STORE / DOOH SMART PHONES WEB Digital Service Center

30. Thank You Norman Driskell norman.driskell@razorfish.com @n0rm