1. Panel slides, 14.03.11
Mel Exon
Founder & Managing Partner, BBH Labs
@bbhlabs @melex

2. 1. Brands shouldn’t launch and
leave.. But perhaps Agencies
should*.

3. Brands shouldn’t launch and
leave.. But perhaps Agencies
should*.
*Show some respect and get out of the way

5. YEO VALLEY ENGAGEMENT PLAN
PAID OWNED EARNED
Create brand fame through mass Engage and educate through entertainment, Build advocacy and brand reputation for
awareness. video-rich content, competition entry and game responsiveness; approachable opinion-leader
interaction. on sustainable farming and food.
ON-PACK E-NEWS
TEXT ENTRY CAMPAIGN/ COMMUNITY COMP
PROMO LETTER
ITV ADVERTISING
DRIVES TRAFFIC DATA CAPTURE
ONLINE
TRAFFIC
DRIVERS CAMPAIGN
PAID GAME
SEEDING YVO.CO.UK
SEARCH CAMPAIGN &
BRAND
ADVOCACY PROG
DATA CAPTURE
Acquisition Channels R.O.I MEASUREMENT Retention Channels

6. What we’ve learnt

7. Abandon the shimmering ideal
of perfection. Fix mistakes in
the wild

8. Abandon the shimmering ideal
of perfection. Fix mistakes in
the wild
Set a deadline and stick to it
Don’t beat yourself up if you
break rules.. But still set some.

9. 2. Campaigns are dead, long
live campaigns*.

10. Campaigns are dead, long live
campaigns*.
*New platform releases and comms spikes

11. Platforms are not islands, they’re part
of an eco-system:

12. ABILITY TO FIND
PAID MEDIA EARNED MEDIA
OWNED
MEDIA
ABILITY TO KEEP
Source: Diageo

13. What we’ve learnt

14. Platforms are non-linear and 3-
dimensional
Being valuable to the user means being
useful or entertaining and yes, different.
Beware sleepwalking into the generic,
ginormous waste of time

15. Our judgement criteria have evolved:
Is this habitual behaviour?
Have we balanced effort and reward?
Is there something in it for 1:9:90?
…And yet stayed the same:
Is this what the brand uniquely can offer?
Is this relevant and different?

16. Some closing thoughts

17. Agencies, let’s ask: ‘where can we add
most value?’ not ‘how can we do
everything?’
Act like an entrepreneur: what commercial
investment and return are you looking for
over time?
“Do interesting things and interesting
things will happen to you” John Hegarty