Lecture given to an EMBA class over in LONDON from The Chinese University of Hong Kong.

1. EMBA London Residence Week London, July 1999 Mark Brown Board Planning Director Leo Burnett, London

3. WHO WE ARE

4. Helped Build Some of the World’s Most Valuable Brands Source: Financial World WHO WE ARE

7. In short, Blue Chip Roster of 18 Global Full-Service Clients WHO WE ARE

9. We Build Global Icon Brands WHO WE ARE

10. Billings 1998  $ 6,810 1997  $ 5,980 1996  $ 5,821 1995  $ 5,387 1990   $ 3,585 1985  $ 1,868 1980   $ 635 1970   $ 392 1965   $ 185 1960   $ 117 1955   $ 70 WHO WE ARE

11. WHERE WE ARE

12. 88 Offices Around the Globe A Network that Networks WHERE WE ARE                                                               

21. WHO I AM

22. S “ Preparing for the New Consumer Age.”

29. “ It’s as if several tornadoes were coming together at once. Individually their force might not be very powerful, but together they are awesome.” Robert Tucker, Managing the Future

36. The consumer at the centre of the world

37. Privatisation of Risk

41. Everyone is running out of time (% agreeing) 0 10 20 30 40 50 60 70 1991 1993 1995 1997 1998 52% 53% 57% 61% 63% Source: Henley Centre

43. Time as currency Time Pressure Spend time Time as currency Save time Invest time Value for time Time deepening e.g. Driving + making calls + listening to tape/news + escapism

45. Risk Averse

46. Need for trust brands Source: The Henley Centre, Planning for Social Change 1998 Personal responsibility Personal consequences Trust gap Loss of trust Risk Explosion in choice No time No expertise No partners

49. A market dominated by scares 0 10 20 30 40 50 60 70 '87 '88 '89 '90 '91 '92 '93 '94 '95 '96 '97 '98 I am never sure food is safe to eat I would pay more for food with no additives Source: Henley Centre

50. Dealing with overchoice

55. Modes serve as guides to consumption

56. Stores can’t meet the demand for organic food

75. “ Brands as signposts ….”

76. From Trademark to Trustmark

77. Trust Management

78. Who do you trust?

79. Who do you trust to be honest and fair? Source: Henley Centre, Frontiers ‘99 (Eur8) 64 33 10 6 39 35 31 29 17 0 10 20 30 40 50 60 70 Your doctor Philips Sony Your church Danone Coca Cola McDonalds Current government Multinationals

82. Brand evolution Source: Aaker; Frontiers 98/99 Brand as product Brand as user image Brand as personality Brand as organisation

83. Future brand evolution Source: Aaker; Frontiers 98/99 Brand as product Brand as user image Brand as personality Brand as organisation Brand as relationship Brand as life manager Brand as trust guide

84. The consumer at the centre of the world

85. Conversation between the customer and the brand

88. “ A good basic selling idea, involvement and relevancy of course are as important as ever …”

89. “… but in the advertising din of today, unless you make yourself noticed and believed, you ain’t got nothin’.”

90. S “ Preparing for the New Creative Age.”

96. “ This is the age of creativity because that’s where new technology wants us to go next.” John Kao, Jamming

110. Planning for a New world of Brand Communications S

111. “ Markets change faster than marketing…” Kotler

112. C21st

116. GROWTH

123. Collaboration

124. Thinking within the framework in which problems were created cannot solve problems ….

125. A simple common goal...

126. Inform Excite Motivate SELL

127. Open-systems model

130. Unconfined by media

137. Holistic approach - everything contributes

138. Innovations Leo Direct Hard Reality @leoburnett BRAND Leo Burnett Advertising HOW WE WORK Life Brands The Lab Stars Leo Events Leo Sports

140. Case Study: McDonalds

141. Leo Burnett servicing McDonalds in many areas Brand advertising Promotional Advertising Promotional Merchandise Event Marketing Sponsorship Sports marketing Product development Retail planning Internet

142. QUESTIONS? That’s all folks