1. STRATEGY & BUSINESSPlan to Work, Then Plan to Change Laurie A. Tucker Senior Vice President Marketing FedEx Services October 29, 2013

2. The new media environment feels more like what worked before is not working nowthe client you thought you knew seems confusedyou are not in controlyou can end up a hero or a goat!Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4As 2013 Strategy Festival29 October 20132 3. How the client defines business strategy How we maintain differentiationHow we create valueHow we go to marketWe expect our ad agency to actually help us do all three.Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4As 2013 Strategy Festival29 October 20133 4. FedEx is a good business barometer Disciplined planning processLong-range outlookStrategic financial approachBut we live in a world ofinstant gratification and instant criticism! Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4As 2013 Strategy Festival29 October 20134 5. Digital and social networks have radically changed how FedEx PlansBudgetsAllocates scarce resourcesGoes to marketThen, how do you plan what you cant plan for? Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4As 2013 Strategy Festival29 October 20135 6. Start with the customers customer not the customerStrategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4As 2013 Strategy Festival29 October 20136 7. Ensure alignment is gained at the highest levelStrategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4As 2013 Strategy Festival29 October 20137 8. Plan to involve others maybe even other agenciesStrategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4As 2013 Strategy Festival29 October 20138 9. Do not plan tactics until the strategy is clearStrategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4As 2013 Strategy Festival29 October 20139 10. Be disciplined and focused take a walk in their shoesStrategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4As 2013 Strategy Festival29 October 201310 11. Finally Put the clients customer at the center of the strategy.Inspire with authentic brand experiences.Over-deliver.Amaze.Plan big.Be relevant.Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4As 2013 Strategy Festival29 October 201311 12. You have succeeded when You have become an invaluable member of the clients team.The creatives accuse you of crossing over. INSIGHT: Clients love their planners!Strategy & Business: Plan Your Work, Then Plan to Change Laurie A. Tucker | 4As 2013 Strategy Festival29 October 201312