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Cannes, June 17th 2014
Imagine 2020
Urbanization
Sustainability
Technology
•New economies
Marketing Change
Transparency
Total transparency
7
GenerationWHY
NGOs
WHAT we do in Marketing has changed completely
… but HOW we are organized has not
Marketing2020 Partners
250 CEO, CMO and Agency Vision Interviews
10,231 marketing participants from 92 countries
The role of Marketing
Global ConsumersPartnersLocal Agencies
16
Marketing structure
Marketing capability
and CMO leadership
...to drive business growth
M2020 article is next Month’s HBR Cover Story
Now: An Executive Summary
What does It Take to Win?
Winning Marketing2020 brand characteristics
Big Insights
Purposeful Positioning
Total Experience
Winning with Marketing2020
Big Insights
Purposeful Positioning
Total Experience
The Dove Brand Real Beauty Story
WinningMarketing2020BrandCharacteristics
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Big Data
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Purpose based societal benefits
Big Insights
Purposeful Positioning
Total Experience
Dove Purpose
To make more women feel beautiful everyday
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
30%
40%
50%
60%
70%
80%
Q9 Market share Q11 Leadgeneration
Q13 Marketingefficiency
Q14 Net promoterscore
Q15 Consumerengagement
Q16 Revenuegrowth
Q17 Marketingreturn on
investment
Q18 Brand health
Impact of having a societally purposeful brand (Q3602) on marketing KPIs (current performance versus competition)
With purpose Without purpose
Purpose drives business growth
Advantages to be achieved
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Real Beauty Portraits Big Insights
Purposeful Positioning
Total Experience
In the class room Big Insights
Purposeful Positioning
Total Experience
WinningMarketing2020BrandCharacteristics
Big Insights
Purposeful Positioning
Total Experience
Organizing for Growth
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Connect:
Marketing is too important to be left just to marketers
45
Big Insights
Purposeful Positioning
Total Experience
Partners for growth
Big Insights
Purposeful Positioning
Total Experience
Engineer less —Engage more
@marketing2020EB
Big Insights
Purposeful Positioning
Total Experience
Sao Paulo BarcelonaNew York
PragueCape TownTokyo
Engage internallyBig Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Engage internally
72
43
47
84
6063
40
50
60
70
80
90
I am proud of my brand’s purpose In our company we ensure that allemployees are fully engaged with our
brand purpose
We continuously engage our consumers and customers around our brand’s purpose
Under Perform Overperform
Big Insights
Purposeful Positioning
Total Experience
52
Focusdrives growth
Big Insights
Purposeful Positioning
Total Experience
One Global StrategyBig Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Orchestration & Integration
Founder — Chief Experience Officer
Big Insights
Purposeful Positioning
Total Experience
Collaborating more closely with IT, Finance and HR
% Always
18
14
3029
26
40
10
15
20
25
30
35
40
45
50
Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance
Under Perform Overperform
SVP Marketing and IT
Big Insights
Purposeful Positioning
Total Experience
CMO and Head of HR
New Marketing RolesBig Insights
Purposeful Positioning
Total Experience
Dedicated team
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Building Marketing capabilities drives growth
Over-Performers train more
4629
0204060
% who receive >3 days of training
per year
Over-performers Rest
Big Insights
Purposeful Positioning
Total Experience
From Digital Marketingto
Marketing in a digital Age
Big Insights
Purposeful Positioning
Total Experience
InSummary …
Big Insights
Purposeful Positioning
Total Experience
The PepsiCo Story
TRANSFORMING PEPSI’S BRANDING MODEL
BUY ADS
SELL MORE PRODUCT
BUILD DISPLAYS
MAKE PROFIT
MEANWHILE…
17%
WE SPEND MORE AND GET LESS
17%
WALL STREET JOURNAL
TRANSACTIONS ARE ENOUGH.
SPONSORSHIPS
ADVERTISING
LTOs PROMOTIONS
SMART PHONES
PERSONAL PCs20
40
60
2000 2007 2012
GLOBAL ANNUAL UNITES
(MILLIONS)
MOBILE IS THE NEW TV.
a lone game-designer
can reach a world cup
sized audience
through his mobile
phone.
UPFRONTS
AGENCY
FEES
FTEs
OUTSOUR
CING
GAME
DEVELOPER
2 WKS
world cup sized audience
We can’t
engage with
consumers if
we don’t live
in their
TRANSFORMING Pepsi’s branding model
InSummary …
Big Insights
Purposeful Positioning
Total Experience
88
Developing & Embedding Strategy, Structure and Capability
WHAT
HOW
WHY
HOLISTIC Strategic Marketing: RIGHT BRAIN & LEFT BRAIN WITH HEART
90
Where we are
SYDNEYCAPE TOWN
SINGAPORE
LONDON
NEW YORK
MEXICO CITY
SAO PAULO
SHANGHAI
AMSTERDAM
TOKYO
91
Our clients
