WHY YOUR 5-YEAR-OLDIS MORE DIGITAL
THAN MOST CMOs
Sean MillerGroup Planning Director
John MilitelloHead of Creative InnovationThe ZOO
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John Militello Sean Miller
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John Militello Sean Miller
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DISCLAIMER
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WHAT WE DID
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SEXPOLITICSRELIGION
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SEXPOLITICSRELIGION
KIDS & DIGITALProprietary & Confidential. © 2012 R/GA All rights reserved
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AGENDA
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AGENDA
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AGENDA
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Source: Rewired: Understanding the iGeneration and the Way They Learn Proprietary & Confidential. © 2012 R/GA All rights reserved
Source: Rewired: Understanding the iGeneration and the Way They Learn
88 DaysProprietary & Confidential. © 2012 R/GA All rights reserved
Source: Nielsen Q4, 2011Proprietary & Confidential. © 2012 R/GA All rights reserved
Operate computer
Play computer game
Ride a bike
Write name
Make emergency call
Tie shoes
63%
58%
37%
20%
11%
52%
Source: AVGProprietary & Confidential. © 2012 R/GA All rights reserved
Source: AVG
“The average 11-year-old child has adult technology skills.”
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Many are terrified.
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“Random Acts of Marketing”
Source: CMO Council, 2011Proprietary & Confidential. © 2012 R/GA All rights reserved
The one group that’s certainly not terrified...
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...is the kids
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Why?
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Unpreparedness
Impact
1
23
4
Data explosion
Social media
Growth of channel and device choices
Shifting consumer demographics
1
2
3
4
The four biggest challengesAre also the ones they feel least prepared for
Source: IBM CMO Study, 2011Proprietary & Confidential. © 2012 R/GA All rights reserved
Marketplace > Marketing
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Source: Q3 2011 Forrester/Heidrick & Struggles Global Evolved CMO Online SurveyProprietary & Confidential. © 2012 R/GA All rights reserved
24
42
CMOs are sticking around longer
2011
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Sugata Mitra’sHole in the wall
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Platforms / ApplicationsCampaignsDigital AdvertisingRelationship MarketingWeb SitesE-commerceSystematic DesignData VisualizationBrand DevelopmentMobileConsultingMediaProduct InnovationSocialRetailLive Events
Departments Offerings
ACCOUNT / PRODUCTION
DIGITAL STUDIO
PLA
NN
ING
CO
NN
EC
TIO
NS
AN
ALY
TIC
S
INTE
RA
CTI
ON
DE
SIG
N
CO
PY
WR
ITIN
G
VIS
UA
L D
ES
IGN
TEC
HN
OLO
GY
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LESSON
Fuel curiosity.
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Marshmallow challenge
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LESSON
Stop thinking, start doing.
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Google VillageProprietary & Confidential. © 2012 R/GA All rights reserved
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LESSON 3
Ask a kid
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KIDS ARE...collaborative
fearless
tinkerers
unfiltered
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KIDS ARE... THE LESSONcollaborative
fearless
tinkerers
unfiltered
love the ones you’re with
fuel curiosity
stop thinking, start doing
ask a kid
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WHAT’S HAPPENING HERE?
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WHAT’S HAPPENING HERE?
It’s NOT about being a kid.
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WHAT’S HAPPENING HERE?
It’s NOT about being a kid.
It’s about being a beginner, again.
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Thank you
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#kidCMOJohn Militello Sean Miller
@JohnMilitello @millerse1
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