EVOLVING SKILLSETS

IN A CHANGING

WORLDOctober 2015

“We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.”

AMARA’S LAW

THIS IS A TRUTH IN BRAND BUILDING.

IT’S ALL ABOUT KEEPING SHAREHOLDERS HAPPY EVERY QUARTER

BRANDS ARE MORE VALUABLE TO BUSINESSES THAN ANY TIME IN HISTORY.Currently 84% of market capitalization is intangible.

Source: Ocean Tomo, 2015

BUT PEOPLE THINK LESS OF BRANDS THAN ANY TIME IN HISTORY.

Source: Edelman Trust Barometer, 2015

AND THE LIFESPAN OF COMPANY IS SHORTER THAN ANYTIME IN HISTORY.

NEW SKILLSETS SHOULD NOT BE ABOUT DOING JUST DIGITAL BETTER, THEY SHOULD BE USING THE OPPORTUNITIES THAT DIGITAL WILL CREATE TO BUILD LONG TERM VALUE FOR ORGANIZATIONS.

THIS IS NOT LONG TERM VALUE.(JUST BECAUSE YOU CAN MEASURE IT DOESN’T MEAN

IT’S IMPORTANT)

<DIGITAL Communication

DIGITAL Organization

NEW MODELS ARE DISRUPTING MARKETS.“Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate. Something interesting is happening.”

TOM GOODWIN

IS FMCG IMMUNE?

PROBABLY NOT.

CLOSING THE GAP BETWEEN DEMAND AND FULFILMENT.

ESTABLISHED THEORIES…BRAND BUILDING AS MERE SALIENCE AND A MEANINGLESS DISTINCTIVE.

/Mental and physical availability /Penetration driven/Reach/Memory structures

WILL THE FUNDAMENTALS OF BRAND COMMUNICATION CHANGE?

PEOPLE ARE ADOPTING QUICKER BUT…

NOW…NEW TECHNOLOGY, THE SAME BEHAVIOURS.

NEXT…NEW TECHNOLOGY, NEW BEHAVIOURS.

ALL DIGITAL COMMUNICATION CHANNELS GRAPHS POINT UPWARDS.

Source: ITU, eMarketer and Pwc, 2015

NUMBER OF HOURS IN A DAY.(THIS ONE DOESN’T)

1800 2015

Hours per day

24h

30h

MORE OPPORTUNITIES TO TALK TO PEOPLE DOES NOT MEAN MORE EFFECTIVE COMMUNICATION – AT SOME POINT THE MODEL WILL HAVE TO CHANGE

Moore’s Law Declining Storage CostKoomey’s Law

MACRO DRIVERS OF CHANGE

(THE DIGITAL TRANSFORMATION HAS BARELY BEGUN)

AUTOMATED everything.

EASTERN PLATFORMS PENETRATE

WESTERN MARKETS.

DISAPPEARING INTERNET

Smart Everything

FOLLOWED BY THE BREAKDOWN OF CHANNELS.

The rise ofARTIFICIAL INTELLIGENCE

GROWN UP

Augmenting RealityVirtual Reality

A “rebalanced” economy

A “REBALANCED” ECONOMY.

FOR MARKETERS… THE BIGGEST CHALLENGE WILL BE CUTTING THROUGH THE COMPLEXITY.

THANK YOU!October 2015