This document discusses the need for companies and marketers to adapt to changing consumer behaviors and technologies. It emphasizes that those who are most adaptable to change will survive, as Charles Darwin's theory of evolution through natural selection demonstrated. The document provides examples of how Fitzroy, a marketing agency, helps brands adapt to change through consumer research, social media integration, fluid approaches, and staying attuned to cultural trends. It highlights some of Fitzroy's successful campaigns that increased sales, members, and trials for clients through innovative adaptive strategies.

1. ARE
YOU
ADAPTABLE
TO
CHANGE?

2. CHARLES DARWIN
THE FATHER OF EVOLUTION
WHO JOINED FITZROY
ON THE BEAGLE
SAID...

3. IT’S NOT THE
STRONGEST
OF THE BRANDS
THAT SURVIVES
IT’S THE ONE
MOST ADAPTIVE
TO CHANGE
3

4. WELL
MARKETING IS ALSO
THE SURVIVAL OF
THE FITTEST
ISN’T IT

5. OUR (MARKETING) WORLD
IS CHANGING

6. CONSUMER BEHAVIOR AND
(MEDIA)TECHNOLOGY
DRIVE THIS CHANGE
6

7. BEING
THE BIGGEST ADVERTISER
OR HAVING
THE BIGGEST AGENCY WITH
THE BIGGEST CARS
IS NOT GOING TO SAVE YOU

8. ADAPT THE CHANGE

9. ADAPT THE CHANGE
BY GIVING (CONSUMER)
RESEARCH
A MORE PROMINENT ROLE

10. ADAPT THE CHANGE
BY UNDERSTANDING THAT
SOCIAL MEDIA TOOLS WILL
IMPACT
EVERYTHING
FROM PRODUCT INNOVATION
TO CUSTOMER SERVICE

11. ADAPT THE CHANGE
BY HAVING
A MORE ACTIVE AND FLUID
APPROACH TO MARKETING
INVESTMENTS

12. ADAPT THE CHANGE
BY IMPLEMENTING
(SOCIAL) MEDIA PLANNING
IN THE CREATIVE PROCESS

13. ADAPT THE CHANGE
BY HAVING
THE RIGHT CONVERSATION
AT THE RIGHT PLACE
AT THE RIGHT TIME

14. ADAPT THE CHANGE
FOR THE RIGHT REASON
OR JUST
FOR THE RIGHT
EMOTION

15. THE OLD METHODS
DON’T WORK
ANYMORE
http://www.unurth.com/
15

16. DON’T OUTSPEND
YOUR COMPETITOR
16

17. OUTSMART
THEM
17

18. FITZROY HELPS BRANDS
TO BECOME
THE BEST ADAPTABLE
TO CHANGE

19. BY KNOWING THE ZEITGEIST,
BY ACTIVATING THE TARGET
GROUP AND
HAVING A FLUID
AND PRO-ACTIVE
APPROACH
19

20. WE HAVE 17 SPECIALISTS
WORKING ON:
WISDOM (N=4),
20
MAGIC (N=9)
AND OPERATIONS (N=4)

21. WHAT MAKES US UNIQUE?
21

22. WE HAVE
STRATEGIC DIRECTION
INSTEAD OF
CREATIVE DIRECTION
22

23. WE ALWAYS START WITH
RESEARCH
RESEARCH
RESEARCH

24. WE HAVE
(SOCIAL)MEDIA
STRATEGISTS
24

25. WE BELIEVE THAT YOU NEED
MAGIC TO ACHIEVE YOUR
GOALS
25

26. WE ARE FLUID
AND HAVE A
PRO-ACTIVE
APPROACH
26
WE ARE IN IT TOGETHER

27. WE HELP
1%CLUB/ACCENTURE/
BACARDI/CREYF’S/
DESPERADOS/GALL&GALL/
HEINEKEN/HYUNDAI/
MALMBERG/WHATSER
27

28. HOW?
SOME EXAMPLES
28

29. CO-CREATE+RETAIL
WWW.JOUWHEINEKEN.NL: CONVERSION TARGET WITHIN 7 WEEKS
ONLINE ADVERTISING
IDENTITY ONLINE ADVERTISING
PACKAGING
ONLINE ADVERTISING
ESPRIX AWARD
29
WEBSITE

30. CLOSENESS+COCREATE
WWW.ONDERWIJSVANMORGEN.NL: 25% OF TARGET GROUP VISITS THE BLOG MONTHLY
SEEDING
CO-CREATION
PRINT
NOMINATION DUTCHBLOGGIES
BLOG

31. FLIRT=FUN+PROMO
BACARDI’S FLIRTATION CAMPAIGN: 550.000 VISITS IN 6 WEEKS
SEEDING ON BLGOS 150 MOVIES ON 1 PLATFORM
PROMOTION
100K FREE PUBLICITY THEFWA + DOPE AWARD

32. LOWER HR COSTS
INTRANET ACCENTURE REFERRAL: 33% OF ALL NEW EMPLOYEES
INTERNAL COMMUNICATION INTERNATIONAL OUTROL
WEBSITE
32 ERE RECUITING AWARD
WEBSITE

33. UPGRADE+TRIAL
SEVERAL CAMPAIGNS: INCREASE TRIAL THROUGH INTERNET BY 300% IN LAST 2 YEARS
NO 9 DUTCH TWITTER BRANDS

34. MUSIC+MEMBERS
HEINEKEN CASSETTESTICK: 30.000 NEW MEMBERS HEINEKEN.NL
BEST PROMO BY PROMZ

35. MOJITO+PROMO
MOJITO KIT & VIRAL: INTERNATIONAL ROLLOUT & THIS YEAR 4TH TIME
MOJITO KIT

36. ARE
YOU
WILLING
TO CHANGE?
WORLD