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Pete Mitchell - MDLZ
11th June 2015
INSEAD Singapore
3
THE INVESTMENT
GAP
BETWEEN HOW MUCH
CONSUMERS ENGAGE
WITH MEDIA AND HOW
MUCH WE INVEST IN
EACH CHANNEL.
THE CONNECTIONS
GA...
Gap #1: How
consumers use media
THIS IS HOW CONSUMERS USE
MEDIA
Multiscreen time spent sources: CCS 2013 wave1; APAC
THIS IS HOW WE BUY MEDIA
Gap #2: How consumers shop vs
how we plan
THIS IS HOW OUR CONSUMERS
SHOP
Weekly Sales
THERE ARE ALWAYS CONSUMERS IN
THE MARKET READY TO PURCHASE
Source: Mintel / Da...
THIS IS HOW WE SHOP FOR
MEDIA
40% TIME ON-AIR
Source: Oreo 2012
Gap #3: Consumers having
connected experiences yet we
plan media in silos
CONNECTEDCONSUMERSUSING
CONNECTEDDEVICESAREHAVING
CONNECTEDEXPERIENCES
POPE BENEDICT XVI POPE FRANCIS
MEDIA IS CHANGING CONSUMER
BEHAVIOUR
Where we pay to say
things
Where they can buy
things.
Even the pack is
media
Where people connect
and share
The role of Me...
Media as a driver of change
SERIES OF CONNECTED EXPERIENCESINDIVIDUAL CHANNELS
MEDIA THAT DRIVES INNOVATIONDISPLAY & KEY V...
THE CHANCE TO THE AVOID TRADITIONAL
APPROACH
BRIEF
CREATIVE
IDEA
TV OTHERS?
• WHY DID WE START
WITH A TV SCRIPT ?
• HOW AR...
Its not about 360 communications – but the
right 36 degrees to get things done
60s – 90s
CAPTIVE AUDIENCES
2000
360° COMMS...
CONNECTIONS PLANNING HELPS
CREATE MORE COHESION
Connections
Map
Media Plan
Time Intervals
Channel 1
Channel 2
Channel 3
Co...
CONNECTIONS PLANNING IS AN ENABLER TO
CREATE THE COMMUNICATIONS EXPERIENCE
THAT WE WANT CONSUMERS TO HAVE
Entertaining
them with daily
doses of witty
fun!
Fun-seeking
Millennials
Find humour in
everyday
moments
Get… To… By…
Show...
Chocolate lovers
Use chocolate to demonstrate
they care
Sharing with their loved ones
DELTA INNOVATION CLASS
Communication
Objective
KPIs KPIs KPIs KPIs. KPIs.
Communication
Objective
Communication
Objective
Communication
Objective...
KPIs KPIs KPIs KPIs KPIs
DISOVERY>be positioned in the heart of
moments where mums seeks family
focused inspiration and al...
The connections map
75% Coverage @ 1+
Editorial count
Unique page views
Achieve Awareness target (xx%)
2m video views
Uniq...
Connected Experiences that become part of Culture
THE BEST EXAMPLES OF ADVERTISING ARE THOSE WHICH TRASCEND
ADVERTISING TO...
Competing in your
category means
focusing on Share
of Spend
Competing in
popular culture
means focusing on
Share of
Mind
LATERAL THINKING EXAMPLES
All Things Automated
The Transparency Race
Client
TechAgency
Client
Tech
Agency
Client Tech
Agency
Some lessons learnt…
October 2010
Jan Koum
Thank You – You Made My Day!
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell
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[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell

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Pete Mitchell, Global Media Innovations Director at Mondelez, started this conference with a very in-depth Master Class starting from mediabuying to CRM passing by real time marketing. To watch this presentation live : http://hubinstitute.com/2015/06/hubforum-singapore-replay/#ctZ1htcog0fqH57H.99

Publié dans : Marketing

[HUBFORUM SINGAPORE] MONDELEZ, Mind The Gap - Pete Mitchell

  1. 1. Pete Mitchell - MDLZ 11th June 2015 INSEAD Singapore
  2. 2. 3
  3. 3. THE INVESTMENT GAP BETWEEN HOW MUCH CONSUMERS ENGAGE WITH MEDIA AND HOW MUCH WE INVEST IN EACH CHANNEL. THE CONNECTIONS GAP BETWEEN HOW CONSUMERS RELATE CROSS-CHANNELS AND HOW WE BUILD PLANS CROSS-MEDIA. THE CONTINUITY GAP 3 Gaps between how consumers use media and how we plan for it BETWEEN HOW CONSUMERS SHOP FOR OUR PRODUCTS AND HOW WE “SHOP” FOR MEDIA.
  4. 4. Gap #1: How consumers use media
  5. 5. THIS IS HOW CONSUMERS USE MEDIA Multiscreen time spent sources: CCS 2013 wave1; APAC
  6. 6. THIS IS HOW WE BUY MEDIA
  7. 7. Gap #2: How consumers shop vs how we plan
  8. 8. THIS IS HOW OUR CONSUMERS SHOP Weekly Sales THERE ARE ALWAYS CONSUMERS IN THE MARKET READY TO PURCHASE Source: Mintel / Datamonitor, 2013
  9. 9. THIS IS HOW WE SHOP FOR MEDIA 40% TIME ON-AIR Source: Oreo 2012
  10. 10. Gap #3: Consumers having connected experiences yet we plan media in silos
  11. 11. CONNECTEDCONSUMERSUSING CONNECTEDDEVICESAREHAVING CONNECTEDEXPERIENCES
  12. 12. POPE BENEDICT XVI POPE FRANCIS MEDIA IS CHANGING CONSUMER BEHAVIOUR
  13. 13. Where we pay to say things Where they can buy things. Even the pack is media Where people connect and share The role of Media in people’s lives has changed
  14. 14. Media as a driver of change SERIES OF CONNECTED EXPERIENCESINDIVIDUAL CHANNELS MEDIA THAT DRIVES INNOVATIONDISPLAY & KEY VISUAL ASSETS ADOPT A CONSUMER PERSPECTIVEA BRAND PERSPECTIVE ONGOING, REAL TIME CONVERSATIONSREACH & FREQUENCY BURSTS FROM TO
  15. 15. THE CHANCE TO THE AVOID TRADITIONAL APPROACH BRIEF CREATIVE IDEA TV OTHERS? • WHY DID WE START WITH A TV SCRIPT ? • HOW ARE HEY CONNECTED? • WHAT IS THE OVERAL EXPERIENCE?
  16. 16. Its not about 360 communications – but the right 36 degrees to get things done 60s – 90s CAPTIVE AUDIENCES 2000 360° COMMS (IMC) NOW CONNECTIONS PLANNING
  17. 17. CONNECTIONS PLANNING HELPS CREATE MORE COHESION Connections Map Media Plan Time Intervals Channel 1 Channel 2 Channel 3 Consumer Journey Stages Paid Owned Earned
  18. 18. CONNECTIONS PLANNING IS AN ENABLER TO CREATE THE COMMUNICATIONS EXPERIENCE THAT WE WANT CONSUMERS TO HAVE
  19. 19. Entertaining them with daily doses of witty fun! Fun-seeking Millennials Find humour in everyday moments Get… To… By… Showing them all the joy that variety brings Habitual young snackers Expand their snacking repertoire Get… To… By… Injecting wonder into everyday life The child in all of us See outside the ordinary, everyday world Get… To… By…
  20. 20. Chocolate lovers Use chocolate to demonstrate they care Sharing with their loved ones
  21. 21. DELTA INNOVATION CLASS
  22. 22. Communication Objective KPIs KPIs KPIs KPIs. KPIs. Communication Objective Communication Objective Communication Objective Communication Objective
  23. 23. KPIs KPIs KPIs KPIs KPIs DISOVERY>be positioned in the heart of moments where mums seeks family focused inspiration and also within the wider context of family friendly pop culture AMPLIFY> encourage and incentivise mums to share both Oreo and their own moments of family togetherness CREATE>Helps mums to create her own lighthearted moments of family bonding SEEK NEW SPONTANEOUS FUN>inspire mums in unexpected, surprising family focused occasions INSPIRE ACTION> buy us for more `family` occasions not just for a treat ORADEO STOREO It’s a messy process!
  24. 24. The connections map 75% Coverage @ 1+ Editorial count Unique page views Achieve Awareness target (xx%) 2m video views Unique Visitors Code capture Achieve Awareness target (xx%) Number of direct mail packs sent Achieve Awareness target (xx%) Social media mentions Social media sentiment UGC posted Achieve Awareness target (xx%) Viral film to increase awareness and affinity Share of requirement Increase ‘show interest’ (5s) Achieve Awareness target (xx%) Social platforms fuel user generated content Website to capture pack codes/ find out more TVC to increase awareness PR / web news to drive familiarity Messages of thanks returned and shared on social sites In-store activity to drive product awareness & on-pack to increase interest Direct Mail to named beneficiaries
  25. 25. Connected Experiences that become part of Culture THE BEST EXAMPLES OF ADVERTISING ARE THOSE WHICH TRASCEND ADVERTISING TO BECOME PART OF THE FABRIC OF CULTURE
  26. 26. Competing in your category means focusing on Share of Spend Competing in popular culture means focusing on Share of Mind
  27. 27. LATERAL THINKING EXAMPLES
  28. 28. All Things Automated
  29. 29. The Transparency Race
  30. 30. Client TechAgency
  31. 31. Client Tech Agency Client Tech Agency
  32. 32. Some lessons learnt…
  33. 33. October 2010
  34. 34. Jan Koum
  35. 35. Thank You – You Made My Day!

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