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THE ARCHITECTS FUTURELAB We assist Marketers to maximise the return on their investments Innovators to create more successful propositions. CEO’s to grow profits through customer-centricity. Athens Brussels Bucharest Hamburg Iasi Kiev Moscow Shanghai Some Credentials Astra Zeneca Deloitte Fortis Investments Heineken Hewlett Packard Lego Mobistar Special Relationship Gemalto Lexus Philips Pireaus CHANGE MARKETING? YES WE CAN. DIGITAL EDITION FUTURELAB Flashback 2006: I Am The Media FUTURELAB UK DVR owners who fast-forward the adverts (% of recorded programmes) Source: Ofcom Research, February-March 2008 DVR Growth by Region (millions of units) Source: Informa Telecoms Media, Q4-2008 TV Ads are being “tuned out” FUTURELAB “The workers should appropriate the means of production” After all, there is an ever expanding universe to play with FUTURELAB “The problem is not the [online] medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed” Eric Clemons “Informed” consumers are much less reliant on advertising for product information Out of 20 media company blogs are “least trusted” sources of information. Consumer product ratings/reviews are the second most trusted source. (Forrester, Q2-2008 FUTURELAB Relevance Engagement Reputation € FUTURELAB AN OPEN SOURCE MODEL BRAND-CENTRIC COMMUNICATION PLANNING HUMAN-CENTRIC COMMUNICATION PLANNING To make me pay attention, stop looking at yourself FUTURELAB Starts from what the brand wants to say and how to efficiently get it to pre-defined homogeneous audiences. Starts from what the customers want to “hear” and and being relevant to their situation, environment, interests and needs. relevance = f(personality, need, situation) What would this man want to hear? Human Centric Communication Planning FUTURELAB Project Battlecry: Challenge 1 Introduce Human-Centric Communication Planning FUTURELAB STRUCTURAL SOLUTION Establish a “human driven” communication planning model