5 Truths About Connecting With Today's Consumer

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Gino Borromeo

A presentation I made during the Philippine Marketing Association National Congress on June 28, 2013

Business Spirituel

Gino Borromeo
VP/Chief Planning Officer
McCann Worldgroup Philippines
5 TRUTHS ABOUT MAKING A HUMAN
CONNECTION WITH TODAY’S CONSUMER

An informed perspective about
connecting with today’s consumer
What we’ve learned across the
McCann global network
What I’ve learned from planning for brands
at the local, regional and global level

What has changed
TECHNOLOGY EMPOWERED CONSUMERSMEDIA + PLATFORMS

In the midst of all this change,
has anything stayed the same?

“Nothing is so powerful as
an insight into human nature
- what compulsions drive a
man, what instincts
dominate his action.
If you know these things
about a man, you can touch
him at the core of his being.”
Bill Bernbach

What HAS NOT changed is
the importance of HUMANITY

Truth = A deep understanding of humanity

5 truths about making a human
connection with consumers today

The technology and platforms we have
available today allow us to create useful ideas,
not just disposable ones.

Over 50% of consumers around the
world believe that mobile technology
can help solve real-world problems like
crime and terrorism.

Truth #2: People seek ideas they can share

“The Social Economy”
Who you know
What you share
How you connect
Currency in one’s
many social circles
and networks
=

In the Social Economy, brands are meaningful
when they can help people...

Truth #3: Cultural context makes all the difference

The right idea at the right time at the right place
at the right moment at the right cultural context+ the right cultural context

How can we tap into the current zeitgeist?

“What brands can do brilliantly is
to broker change in people’s lives”
John Grant

What I value
and believe in
What kinds of
brands and
products I
choose

Truth #5: Never ever forget to touch the heart

Emotional response is the most powerful
influence on consumer decision-making

What makes people smile, laugh, cry, etc.

Truth #1: Be useful or helpful
Truth #2: People seek ideas they can share
Truth #3: Cultural context makes all the difference
Truth #4: Make a stand
Truth #5: Never ever forget to touch the heart

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4. What has changed TECHNOLOGY EMPOWERED CONSUMERSMEDIA + PLATFORMS

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30.

31.

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38.

39.

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