Mijn baan

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Mijn baan

• Worldwide Director of Media Communication
  Innovation
• Huh???

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Situation

• The future is here to stay
• Digital is more than online, it permeates all
  media from TV to Outdoor to In Store and Cinema
• Mobile is a reality from the Third World
  countries to First World countries
• The implications on Marketing, Advertising, and
  Communications/Media are significant, and will
  continue to increase and expand

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Digital Video Recorder (DVR) household
penetration in the US
By 2010, Accenture forecasts 27 B in lost TV
sales!!
Forrester Research 14 eMarketer...
15 Magna Global. 16 DIMA Group 16
Nielsen Media. 18
JupiterResearch 44 eMarketer..
41 Forrester Research.. 40 PwC 31 Magna
Global 31
By 2007, eMarketer estimates 8 B in lost TV
sales!
By 2009, JMP Securities estimates 10 B in lost
TV sales!!
Source eMarketer, 2006 Nielsen Media Research,
2005
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Everybody say they get itThe world has
changed
(Y)Our Interactive world
Shopping
Search
Travel
News
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Do we get what they get?
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The interactive world of a 17 year old
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Are we connecting where they are?
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Optimix Connection Effectiveness,all age groups,
five markets
While TV remains strong in many markets, in-store
marketing, Word Of Mouth and Interactive
Connections are important
Markets USA, Germany, Argentina, Chile, Peru.

• List of contacts not completely standardized
  across markets
• Green indicates Traditional Connections, Red
  indicates Other Connections

Source Optimix
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Optimix Connection Effectiveness,age 12-19, five
markets
For Teens, from the traditional connections,
only TV ranks in the top 13 Connections
Markets USA, Germany, Argentina, Chile, Peru.
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Optimix Connection Effectiveness,all age groups,
USA
In developed markets we must explore and develop
new marketing vehicles
Source Optimix
Germany Loyalty Strategy
USA Loyalty Strategy
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Optimix Connection Effectiveness,age 12-19, USA
and Germany
even more so for Teens
Germany Loyalty Strategy
USA Loyalty Strategy
Source Optimix
Germany Loyalty Strategy
USA Loyalty Strategy
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Connection Planning _at_ The
Coca-Cola Company
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We fundamentally believe

• it is about selecting the right channel at the
  right time to connect with the best fit to the
  Core Creative Idea to deliver the best value
  against the brief
• Consumer Centric Contact Selection
• It is not about On-Air vs. On-Line
• it is about developing and nurturing a defined
  Relationship between Brand and Consumers rather
  than only via a one way monologue
• that this Relationship must be long term, fluid
  and dynamic, taking Brand and Business Drivers
  and Barriers and other relevant developments and
  metrics into consideration
• Think beyond campaigns and calendar years

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Happiness Factory
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Germany
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Germany
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Outdoor use of HF Germany
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Videogame
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• Over 600,000 views as of Nov. 9, 2006
• Mostly positive feedback
• Media budget???

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Waar gaat dat heen? Hoe zal dat gaan?

• Media Planning
• Reach/OTS/GRP
• Kosten per duizend
• Exposure
• Contact

• Connection Planning
• Plus relationship
• ROMI
• Experience
• Plus Content and Context

Veel succes!
plezier!