Just following MobileBehavior's successful collaboration with Laurie Coots at TBWA which resulted in winning the VISA global business, OMC asked that we partner with TribalDDB to pitch Unilever in London. These are the mobile concepts. Frog won the business, and rightfully so, however I spent a lot of time with Paul Gunning and Stephan Beringer -- two of the finest ad guys you'll ever meet. Razor sharp and money in the pitch.

1. Global Digital Strategy
“Every meal is an opportunity”"
Omnicom Digital"
Monday, 23 February 2009"

2. Your digital team"

3. Your digital team"
• You selected Omnicomʼs largest full service digital agency and our
premiere mobile interaction team#
• We are bound by shared experience in building brands in the digital
space#
• Your team is led by Paul Gunning, CEO Tribal DDB Worldwide#

4. Your digital team"
Paul Gunning, Chief Executive Officer"
Paul is Chief Executive Officer of Tribal DDB Worldwide and
a leader in the interactive marketing communications field,
with diverse experience focused on operations and finance.#
Jonathan Nelson, Omnicom Digital "
Jonathan is widely recognised as an industry thought
leader, appearing in The New York Times, Forbes,
Newsweek, and Adweek and on TV on CNN. Jonathan
was inducted to AdAgeʼs Hall of Fame in 2001 for his
ʻʻindelible imprintʼʼ on the internet industry."

5. Your digital team"
Jeroen Matser, Strategy Director
As Strategy Director on the global Philips account he is
responsible for providing critical customer insights and
thought leadership that are perceptual, behavioural, and
technology forward. #
Matt Ross, Creative Director"
With over 10 yearsʼ experience across the globe, his
journey to Tribal DDB has taken him through agencies like
Agency.com and AKQA. He has developed multi award-
winning creative campaigns for numerous clients including
Nike, Honda, Playstation and Coca-Cola.#

6. Your digital team"
Jason Newport, Chief Marketing Officer - Mobile"
Jason brings more than 10 yearsʼ of knowledge and
experience to creating a new breed of mobile/youth
marketing. He specialises in bridging the gap between
media and carrier partners and creating new highly
integrated opportunities.#
Alan Rambam, President - Mobile "
Alan Rambam is the President and Founder of a new
global Omnicom mobile agency, MobileBehavior. Most
recently, Alan managed Omnicom’s Youth and Mobile
Marketing practice, as well as the group’s research, trend,
and insights arm Next Great Thing (NGT).

7. How do we resonate with mum?"

12. “Every meal is an opportunity”"
…when Knorr brings "
something to the table"

13. Brazil
Germany
Indonesia
Indonesia Indonesia
Indonesia
South Africa

14. Creative ideas"

15. The creative starting point"

16. One ingredient; instant recipe"
Jakarta

17. Indonesia"
• Body copy#
Mobile"
• 59% Mobile penetration#
• <0.1% Blackberry penetration#
• 11.6% 3G penetration"
Sources: Indonesia Mobile Forecast, Alexa#
Internet"
• 10.5 % Internet penetration#
• 0.1 % Broadband penetration#
Mobile Usage" All Population"
Playing games# 18.00%#
Listening to the radio# 10.20%#
Taking photos# 9.70%#
Downloading ringtones# 8.40%#
Ring back tone# 7.70%#
Playing or downloading music/MP3s# 7.20%#
Picture Messaging# 6.30%#
Taking videos# 5.20%#
Bluetooth# 5.10%#
Infra-red# 4.70%#
Top 5 sites" All Population"
1. Yahoo!# 2.40%#
2. Google# 1.90%#
3. Hotmail# 0.40%#
4. Plasa.com# 0.40%#
5. YouTube# 0.40%#
Top 5 Social Networking Sites"
1. Facebook #
2. Friendster #
3. Multiply #
4. Tagged.com #
5. Myspace #

18. Indonesian Mums"
Sources: Indonesia Mobile Forecast, Alexa, local market qualitative research#
Top 5 cooking destinations"
1. Dapurbunda.com #
2. Resepbunda.wordpress.com #
3. Resepmasakanku.com #
4. Resepsedap.com #
5. Resep-online.blogspot.com #
Top 5 parenting destinations"
1. Babycenter.com #
2. Ayahbunda-online.com #
3. Tabloid-nakita.com #
4. Anakku.com #
5. Mumcentre.co.id #
Mobile Usage" Mums"
Playing games# 11.32%#
Listening to the radio# 6.96%#
Taking photos# 6.28%#
Downloading ringtones# 5.13%#
Ring back tone# 4.37%#
Playing or downloading music/MP3s# 3.73%#
Picture Messaging# 3.96%#
Taking videos# 2.90%#
Bluetooth# 2.58%#
Infra-red# 2.59%#
Top 5 sites" Mums"
1. Yahoo!# 0.38%#
2. Google# 0.22%#
3. Hotmail# 0.03%#
4. Plasa.com# 0.09%#
5. YouTube# 0.03%#

19. One ingredient; instant recipe"

20. A diary of family secrets "
Sao Paulo

21. Brazil"
• Body copy#
Mobile"
• 79.8% Mobile penetration#
• Mobile usage outweighs Internet usage#
• 70% penetration of Java enabled devices#
• 1.3% penetration of 3G#
Mobile Usage #
• 13% Internet #
• 78% SMS #
• 25% MMS #
• 2% Video#
• 20% Downloads
Sources: Teleco, Okto, Ibope TGI, Nielsen NetRatings, Agencia Nacional de Telecomunicações Jan 09#
Usage of Digital Channels"
• 18% access blogs#
• 53% use social networks - 40% have profile#
• 43% access YouTube#
• 34% access Broadcast Portals and Channels#
• 9% use IM/Chat # Top 5 Social Networking Sites"
1. Orkut#
2. Facebook#
3. Limao#
4. Habbo#
5. Hi5#
Internet"
• 36% Internet penetration#
#(22% YoY Increase)#
• 19% Broadband penetration#
#(38% YoY Increase)#

22. Brazilian Mums"
• Body copy#
Mums shopping online:"
• 2% occasionally#
• 3% frequently#
Mums online"
• Mums spend 2 hrs 55 mins online per week
on average#
• 9% access blogs#
• 50% access YouTube #
• 10% use IM/Chat#
Mumsʼ top 5 sites"
1. Google#
2. MSN / Messenger#
3. UOL#
4. iG#
5. Terra#
For cooking:"
1. Receitas Mais Voce / Globo#
2. Tudo Gostoso / UOL#
3. Cybercook / Terra#
4. Panelinha / iG#
5. Taste#
With their kids:"
1. Disney Online#
2. Barbie#
3. Cartoon Network#
4. Nickelodeon Kids#
5. Turma da Monica / Globo#
Mumsʼ top 5 activities online "
1. E-mail#
2. Search#
3. News#
4. Messenger#
5. Social Networking#
Sources: Teleco, Okto, Ibope TGI, Nielsen NetRatings, MobileBehaviour 08 #

23. A diary of family secrets"

24. Healthy meal monitoring"
Hamburg

25. Germany"
• Body copy#
Mobile"
• 129 % Mobile penetration#
• 5.8% Smartphone penetration#
• 23.9% 3G penetration#
Mobile Usage"
• 7.4% Internet #
• 81.6% SMS #
• 22.1% MMS #
• 3.7% Video#
• 2.9% Downloads
Usage of Digital Channels"
• 80% access blogs#
• 25% listen to podcasts#
• 60% view video#
• 32% use IM/Chat #
• 41% order or purchase goods or services online#
• 41% use Internet to seek health info#
• 11% use peer-to-peer file sharing#
Top 5 Social Networking Sites"
1. Studi VZ#
2. Xing#
3. MySpace#
4. Facebook#
5. Wer-kennt-wen#
Internet"
• 63.8% Internet penetration#
• 40% Broadband penetration#
Sources: Deloitte 2008, Bundesnetzagentur 2008, SevenOneMedia 2007, VerbraucherAnalyse 2008, Enigma GfK Medien- und Marketingforschung GmbH, 2008#

26. German Mums"
Mums online"
• 15.8% spend 4hrs+ online per week#
• 32.7% spend 1 to 4hrs online per week#
• 11.1% spend up to 1hr online per week#
Mums shopping online:"
• 17.9% never#
• 42.7% occasionally#
• 8.9% frequently#
Top shopping sites:"
1. Ebay (26 %) #
2. Amazon (22%)#
3. Quelle.de (20%)#
4. Otto.de (19%)#
5. Tchibo.de (18%)#
Mumsʼ top 5 activities online "
1. Search #
2. E-Mail#
3. Online shopping#
4. Auctions#
5. Blogs and content posting#
Sources: Deloitte 2008, Bundesnetzagentur 2008, SevenOneMedia 2007, VerbraucherAnalyse 2008, Enigma GfK Medien- und Marketingforschung GmbH, 2008#
Top cooking sites "
1. Vox.de #
2. Chefkoch.de#
3. Lustaufgenuss.de #
4. Eltern.de#

27. Healthy meal monitoring"

28. Mealtime digital games"
Johannesburg

29. South Africa"
Mobile"
• 101.8% Mobile penetration#
• Mobile usage outweighs Internet usage#
• iPhone launched Sept 08#
Sources: The Mobile World Briefing Q3 08, Alexa, ITU Dec 07, local market qualitative research #
Top Social Networking Sites"
1. Facebook #
2. YouTube #
3. Flickr #
4. Myspace #
5. Photobucket #
6. LinkedIn #
7. Ning #
8. Twitter #
Internet"
• 10.5% Internet penetration#
• <1% Broadband penetration#

30. South African Mums"
Shopping"
• Woolworths.co.za#
Health"
• Health24.com#
Cooking"
• Lovesome.co.za#
• Bywordofmouth.co.za#
Sources: The Mobile World Briefing Q3 08, Alexa, ITU Dec 07, local market qualitative research #
Parenting"
• Lozikids.co.za#
• Clamberclub.com #
• Babymania.co.za#
• Kidsworld.co.za#
• Mumstheword.co.za#
• Urbanmamas.co.za#
• Mummies.co.za#

31. Mealtime digital games"

32. Knorr ʻSchool of Foodʼ"

33. Knorr ʻSchool of Foodʼ"
• Body copy#

34. New product feedback"

35. New product feedback"