Aegis Mobile Reinvention

AMA MOBILITYReinvention Business OverviewNovember, 2012

purpose vision strategy

framework

1 2 3 4

7

solutions

85

team

5

capes

intro

development

mobile has presented us with a unique opportunity to understand consumers in a much more complex environment rather than a simple two or three-dimensional customer model

and it must deliver on the understanding that people will use different devices for different reasons at any given time.

It requires a unique service framework built around the everyday needs of people in the real world

products and brands are both part of a unique context where they can provide tremendous value

we must focus on adding value to those contexts where we are appreciated

BRAND

PRODUCT

within this shared context is where the opportunity exists to create new and innovative value-based services for consumers

We are moving from channels to an

ECOSYSTEM OF TOUCH-POINTS Increasingly, products and services are

being consumed as EXPERIENCESThink before and beyond the sale.

Think about THE WEB OUTSIDE

purpose1. leverage Brand and Partner resources to provide every Aegis employee with the knowledge and resources to develop world-class mobile strategies and campaigns

make each Brand’s approach to mobile native to their service offering and culture to ensure they deliver on their unique service propositions

develop scalable mobile solutions and products that are built to solve our client’s challenges

EXPERTISE AND CONFIDENCE IN:

1) DEVELOPING AND RECOMMENDING MOBILE STRATEGIES

2) DELIVERING MOBILE PROGRAMS THAT DRIVE DELIBERATE BUSINESS VALUE

outcome

2.vision

mobile is not a channel, it is a true touch-point that can thread the entire brand narrative

it can stitch stories and enable interplay between channels with the consumer as active participant

mobile experiences transcend channels, spaces and time

it’s all about culture, environment, intent and technology

it’s about being aware of the infinite possibilities, but also developing and refining a success and value framework

OBSERVATIONS & INSIGHTS

IT’S NOT ABOUT KILLING OLD STUFF TO MAKE ROOM FOR NEW STUFF

IT’S ABOUT MAKING EVERYTHING MORE CONNECTED AND VALUABLE

strategy

3) GROW:

LEARN & LEAD TRIBE MODEL

3.leverage our size, agility and operating model to accelerate transformation

create a learning and development system built to scale across all Brands in all locations

develop T-shaped talent: people who are subject matter experts in their current role, but also are broadly knowledgeable about mobile, technology and business

go faster through co-creation with our media and technology partners

reduce complexity and friction by developing turnkey mobile solutions and standardizing approach to mobile services

establish responsibility and accountability at agency leadership and account team levels

1) LEARN:DEVELOP T-SHAPED PEOPLE

2) BUILD: MOBILITY SOLUTIONS

mobile marketing must occur at the account team level by mobile specialists -- individuals with an intimate understanding of the account who have been recruited based on their knowledge and interest in mobile

achieves efficiency and effectiveness through shared organizational intelligence accessible via web-based collaboration tools

high-level mobile strategies, alliances and other corporate-level directives will be driven by the Aegis Mobility Center of Excellence DISTRIBUTED KNOWLEDGE

MOBILE EXPERTISE DEEPLY EMBEDDED WITHIN EACH BRAND AT ACCOUNT TEAM LEVEL

development4.

a series of training courses curated by Reinvention and hosted by sub-discipline experts handpicked from our media, technology and industry partners

delivery of pre-packaged courses

active and participatory learningoutcome-led learning experiences that enable us to career-path our talent and achieve our reinvention goals simultaneously

MOBILITY MASTERCLASS SERIES

DATE HOST COURSE FEATURING COURSEWARE GUEST

12/13/2012 MOBILEFUNDAMENTALS

The Mobile Playbook: Guide to Winning with Mobile

Tim Ries, Group HeadAbigail Long, Anthropologist

1/24/2013MOBILE RESEARCH

comScore Mobile Analytics Suite: MobiLens & Mobile Metrix Platform Training

Ian Chin, CaratComScore Rep

2/7/2013IMMERSIVE

STORYTELLING THROUGH MOBILE AND

iAD

Spotlight on the role of game mechanics, storytelling, rich media, and mobile behavior in developing successful mobile campaigns

Ed McCormack, iAd

2/14/2013 MOBILE ECOSYSTEM An unpacking of each category of the mobile value chain

Jason Newport, Carat

3/7/2013 MOBILE DISPLAY Options in standard and rich media, best practices and what’s next for this space

Alison Merlino, RVPMarcus Startzel, SVP

4/11/2013 MOBILE VIDEO Exploring options in In-stream, mid-stream, pre-roll, and other formats Tom Hammer, SVP

4/25/2013 MULTI-SCREEN MARKETING

Companion apps, social TV, SmartGlass and the living room of the future

Kavel Khan, VP

5/9/2013 SOCIAL TVOptimizing brand TV investment for interactivity, participation and community.

Melissa Barnes, Agency Advocate

5/23/2013 MOBILE GAMINGSocial gaming, casual gaming, MMORPGs, in-game brand integrations, and location-aware.

Tim Ries, Group HeadAbigail Long, Anthropologist

6/6/2013 LOCATION-BASED BASICS

How to leverage user location with any mobile program. Topics will include geo-fencing, in-app and mobile web display, and other proximity technologies

Jason Brenner, VP

team5.

Jason NewportGroup HeadMobilityAegis Media

core team

Ray WhiteGroup HeadSocial & MobileAegis Media

Raphael LopezGroup HeadSocialAegis Media

Paula GuptaDirectorProgram ManagementAegis Media

Tara MossIntegrations DirectorSocial & MobileJumptank

Kerri SmithMobile Lead, iProspect

Dave MeekerMobile Lead, Roundarch

Brad LaMendolaMobile Lead, Carat

Alex KimMobile Lead, Posterscope

Jack SwayneMobile Lead, Vizeum

mobilecapes6.

Mobile CouponsSMS/MMS Lifestage MgtMobile Loyalty programsQR Codes & ScanningAugmented Reality

Campaign MeasurementAdvanced ReportingAd ServingSense & Respond

OptimizationRetargeting

Media, Advertising, Communications,Specialized, Brand, Shopper, Vertical, Experiential, Search

Media Planning & BuyingSEM, SEO

Static and Rich MediaMobile DisplayContent Distribution

Cross-screen BehaviorImpact AnalysisSocial Mobile Behavior Mobile Shopper Studies

MEASURE & ITERATE UNDERSTAND

DESIGN & DEVELOP

DEPLOY & INTEGRATE

CAMPAIGN MANAGEMENT

DATA & ANALYTICS

MOBILE STRATEGY

AUDIENCE RESEARCH &

INSIGHTS

BEHAVIORAL STUDIES

EXPERIENCE

MOBILESITES & APPS

MEDIA PLANNING &

BUYING

MOBILE ADVERTISING & ENGAGEMENT

PROMOTIONS & CRM

Site, App and Tablet Deign, Development and Measurement

Scenario PlanningContent DevelopmentConcept DevelopmentInteraction Design

Primary & Secondary ResearchSyndicated ResearchMobile Media Consumption

INTERACTIONINTERACTIONINTERACTIONAdvertising Media

Planning & Buying

Experiential

Shopper Engagement Planning

mCRM

Content Distribution

Data & Analytics

mCommerce

MEASURE & ITERATE

UNDERSTAND

DESIGN &DEVELOP

DEPLOY & INTEGRATE

INSIGHT

ARCHITECT

INTERACTION

framework7. INSIGHTINSIGHTINSIGHTResearch Strategy Ideation

Inspiration ThinkTank Understanding

ARCHITECTARCHITECTARCHITECTMobile Sites Branded Games Concept

Development

Smartphone Apps Experience Design

Prototypes

Tablet Apps Content Development

Interaction Design

modern consumer desires and business challenges should not only influence business decisions -- they should direct our business operations

1) PRODUCTS EASIER TO EVALUATE THAN SERVICES2) CONSISTENCY WHEN REPLICATED3) DECREASES SALES CYCLES4) SIMPLIFIES TRAINING PROCESS5) IMPROVES CREDIBILITY6) MAKES EFFICIENCY PROFITABLEsolutions8.rationale


DESIGN & DEVELOP

DEPLOY & INTEGRATE

CAMPAIGN MANAGEMENT

DATA & ANALYTICS

MOBILE STRATEGY

AUDIENCE RESEARCH &

INSIGHTS

BEHAVIORAL STUDIES

EXPERIENCE DESIGN

MOBILE SITE & APP

DEVELOPMENTMEDIA

PLANNING & BUYING


PROMOTIONS & CRM

HOME

PARTICIPATIONTV

CLUSTERING SOLUTIONS AROUND BRAND CHALLENGES & OPPORTUNITIES

MOBILE PERSONAS

CONSUMER

CCS MOBILEETHNOGRAPHY

LOCALCONQUESTING

MOBILECIRCULAR

MOBILESHOPPER


DESIGN & DEVELOP

DEPLOY & INTEGRATE

CAMPAIGN MANAGEMENT

DATA & ANALYTICS

MOBILE STRATEGY

AUDIENCE RESEARCH &

INSIGHTS

BEHAVIORAL STUDIES

EXPERIENCE DESIGN

MOBILE SITE & APP

DEVELOPMENTMEDIA

PLANNING & BUYING


PROMOTIONS & CRM

MOBILE PERSONAS

HOME

PARTICIPATIONTV

REINVENTION TOUCH-POINTSCONSUMER


LOCALCONQUESTING

MOBILECIRCULAR

MOBILESHOPPER

REINVENTION

1) SUITE: “mobile marketing” in one box2) PLATFORM: a "mobile marketing backbone" connecting our products

and solutions under one operational services structure3) PORTFOLIO: a flexible collection of loosely-coupled products and

solutions that are highly adaptive and impervious to changes in the marketplace

MOBILE SUITE MOBILE PLATFORM MOBILITY PORTFOLIO

LOCAL MOBILE

VIDEO

CONSUMER

AUDIO

PUBLISHING

SOCIAL

RESEARCH PLACE-BASED

LOCALCONQUESTING

MOBILE POP-UPSTORE

MOBILESHOPPER

DOOH/MOBILE

AUGMENTEDRETAIL

NFC

mCOMMERCE

MOBILE VISUAL SEARCH

MOBILECIRCULAR

MOBILESHOPPER

MOBILE CONQUESTING

PARTICIPATIONTV

CCS MOBILE ETHNOGRAPHY

MOBILEPERSONAS

HOMECONSUMERBULLSEYE

HOMEAUTOMATIOIN

3-SCREENBEHAVIOR

MOBILE ADPOLLING


REAL-TIMEMOBILE

RESEARCH

DOOH/MOBILESMS SURVEYS

MULTI-SCREENSTUDIESRESEARCH

CONSUMERBULLSEYE

MOBILE PERSONAS

3-SCREENBEHAVIOR

MOBILE ADPOLLING


REAL-TIMEMOBILE

RESEARCH

DOOH/MOBILESMS SURVEYS

MULTI-SCREENSTUDIES

NOVEMBER JANUARY MARCH

we are pursuing a three-phase strategy for scale in the Marketing Solutions space.

SOLUTION COMPANION PIECES

appendix

Mobile CouponsSMS/MMS Lifestage MgtMobile Loyalty programsMobile Win-BackmCommerceQR Codes & Scanning

Campaign MeasurementAdvanced ReportingAd ServingSense & Respond

OptimizationRetargeting

Media, Advertising, Communications,Specialized, Brand, Shopper, Vertical, Experiential, Search

Media Planning & BuyingSEM, SEO

Static and Rich MediaMobile DisplayContent DistributionExperiential/Event Integration

Cross-screen BehaviorImpact AnalysisSocial Mobile Behavior Mobile Shopper Studies


DESIGN & DEVELOP

DEPLOY & INTEGRATE

CAMPAIGN MANAGEMENT

DATA & ANALYTICS

MOBILE STRATEGY

AUDIENCE RESEARCH &

INSIGHTS

BEHAVIORAL STUDIES

EXPERIENCE

MOBILESITES & APPS

MEDIA PLANNING &

BUYING


PROMOTIONS & CRM

Mobile Site, App and Tablet Design, Development and Measurement

Scenario PlanningConcept DevelopmentContext PlanningInteraction Design

Primary & Secondary ResearchSyndicated ResearchMobile Media Consumption

mapping

converged services

MOBILE PERSONA SOLUTIONCLIENT CHALLENGEHow do we develop meaningful interactions at peak moments that optimize accessibility, relevance, and value?

How do we know who our mobile users are and thebest way to engagethem?

Leverage the combined resources of Copernicus, Carat and Vizeum to develop a solution that enables a thorough understanding of the unique attributes and activities of mobile consumers -- and the ways in which brands can develop mobile services that add true value to their everyday lives.

Next Steps:1. Reconcile Copernicus and Carat research and insights offerings.2. Define value.3. Define product.4. Define target.

TEAMJennifer

IanJackJason

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CLIENT CHALLENGE

TEAMJason

Ian

CCS MOBILE ETHNOGRAPHY Develop a mobile ethnography platform that asks respondents to record their behavior in real-time using photos, videos, voice and text inputs. For example, using video footage submitted from respondents to help retail and CPG brands better understand the consumer’s path to purchase and how to influence it. This evolution of CCS would extend the study to the real-world in real-time.

Possible Approach:Recruit existing CCS respondents to participate in mobile ethnography studies. Surveys can be fully personalized based on existing CCS profile data

Next Steps: work with Michelle Lynn/Carat Research & Insights to determine how/if this could integrate with CCS, and her estimation of what value it would create for clients. Work with account teams to I.D. scenarios for use. Investigate software options from Resolve Market Research, iPinion, Toluna and Lightspeed.

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How can we gain a deeper understanding of our consumer at the precise point of thought?

LOCAL MOBILE SHOPPER PLATFORM CLIENT CHALLENGEHow do we integrate the opportunities enabled by a constantly changing mobile environment with traditional retail communications?

Create a hyper-local mobile shopper marketing platform that transforms these challenges into real competitive advantage through geo-spatial local insights, real-time speed and scale, and impact on sales -- a modern, integrated shopping experience that connects the digital and physical .

Next Steps:1. Reconcile RMI shopper solutions with iP local mobile search and display products and Posterscope’s OOH localized offering.2. Define and develop a unified product that transcends media channels and surrounds the consumer door to store...

TEAMValentina

KerriAlex

How do we utilize mobile to put the right merchandise, price and offers in front of consumers – in real time and integrated with their physical shopping environment?

How do we integrate mobile with brick and mortar to create a streamlined shopping experience?

CLIENT CHALLENGE

TEAMKerriJasonAlex

MOBILE CONQUESTINGHow do we steer consumers with high purchase intent away from competitors and redirect them to our locations?

The brand battlefield has gone mobile. As we saw with the impact of paid search and display in digital, competitors conquesting is again being re-imagined with with mobile. Broad penetration of mobile devices and precise targeting enabled by networks and satellites now make it possible to make our competitors‘ customers our own.

Create a comprehensive mobile conquesting solution that considers time, place, proximity, climate, mobile device behavior, etc in driving consumers away from our clients‘ competitors, to our clients‘ physical and mobile stores.

Next Steps: ID all of the possibilities in paid mobile search/bid by distance, location-aware mobile display, SMS geo-fencing, and DOOH to create a modern conquesting platform.

INTERACTIVE TV SOLUTION SUITECLIENT CHALLENGEWe are spending more and more to reach consumers via broadcast - but due to multitasking and fast forward they are less likely to engage.

How do we maximize our broadcast spend and connect consumers to our content onsmartphones andtablets?

Create a connected viewing solution for clients. Leverage Storylab and iPowow to determine if we have an existing technology that already works, and use this as a starting point to an expanded suite of interactive TV products.

Next Steps:1. Investigate existing solutions - iPowow2. Address social TV, tablet and smartphone companion apps, and participation TV3. Develop a 2-sided business model that generates revenue from supply and demand sides

TEAMCJ

JeffJason

CLIENT CHALLENGEBrands continue to be confounded by a fragmented mobile landscape with competing ecosystems, standards and operating systems. Investments in mobile assets (owned media) are often exclusive to a silo’d ecosystem. How can we create mobile web and app experiences thatspan platforms?

Create an “extender” product that leverages a brand’s current investment in a mobile app and extends compatibility across all other major OS environments: iOS, Android, Windows, Symbian, and RIM.

Next Steps:1. Audit internal tools from Tigerspike and Isobar2. Audit solutions from Phone Gap, Titanium, Appcelerator, Rhomobile, et al3. Define addressable opportunity/client scenarios.4. Define product and gather requirements.5. ID client engagement scenarios

TEAMDave

Christian

PLATFORM & INVESTMENT EXTENDER

CLIENT CHALLENGEThe retailing of mobile content within app store environments has created a challenge for web and mobile marketers who have relied on SEO, SEM, and web display.

Develop a solution that ensures discovery of brand mobile assets (e.g; apps, podcasts, catalogs, videos, et al) in app stores and marketplaces. Solution composition will include paid, owned and earned media: app review outreach, CPM/CPD/CPI/CPC paid media, app store category selection recommendations, rich media gameplay features, how to leverage video, how to flight media and outreach pre-launch, at launch, first week and beyond -- and retention strategies to ensure download:usage ratios are maximized.Next Steps:1. Christian to share best practices used for publisher clients, namely The Economist2. Kerri to share paid mobile search and display best practices and successes3. Team to define a 360 approach that drives downloads and usage

TEAMKerriJackJason

APP STORE OPTIMIZER

How do we optimize our client’s mobile content for discovery in app stores where SEO, SEM and web display currently have no relevance?

CLIENT CHALLENGEAs more consumers instinctively turn first to their mobile devices, how can marketers make all their paid media drive better engagement?

Operationalize a solution that ensures ALL media, in every instance, has a unique mobile experience associated with it. This solution would instantly bridge media channels and add personalization and relevancy to everything we do -- across all channels. Every print ad would be scannable. Every TV spot Shazamable. Every radio spot would include drive to text a keyword to a shortcode, every OOH poster would be mobile-visual-search enabled.

TEAMChristian

Kerri Alex

TOTAL TOUCHPOINT MOBILITY

And most importantly, traditional media would simply become the entry point for brand experiences on the handset. Engagement planning and media buying would be re-imagined to include a mobile experience in every instance. Consumers would become conditioned to understand that there is always a brand interaction opportunity every time they see paid media...

Next steps: Identify every paid media possibility across all channels; reconcile with the ideal mobile experience: what would add value in this moment and how do we deliver on mobile handsets? Content? Coupons? Community opportunity to interact with others who have performed the same action and left a message for like-minded peers?

How do we operationalize this solution so it is consistent and scalable.

Investigate Tigerspike’s abilities to provide all of the above.

Verticalize the solution and map consumer experiences for key segments.

CLIENT CHALLENGEThe roaring engine of change is technology and consumers continue to embrace its role in their everyday lives at a rate that is outpacing brands. How do brands catch up?

How do they harness the power of innovation while continuing to pursue scale opportunities? What do they need to do now to ensure they not only survive, but thrive in the future economy?

Develop a future readiness solution that is customized for each brand client based on their unique challenges and unique driving forces of change.

Plot a future framework that makes every media plan and investment another step toward readiness for key milestones and events that will change their business for good or bad in the future....

First Steps:1. Pick a current client within the network and develop a framework around it2. Identify their unique challenges and opportunities now and in the future, and describe specifically what to do to ensure they’re ready.... what will NFC embedded in the iPhone mean for Home Depot? How can they prepare for mass consumer adoption of mobile wallets? What does high-speed broadband everywhere on every screen mean for them and how can they do something now to prepare for the impact of ubiquitous always on-demand personalized media...3. Develop use-case and business-case rationalizations based on behavioral models and predictive analytics

TEAMDaveKerri

Jennifer

“FUTURE-PROOFING”

Place-based media in and around convenience stores

Rewards

Hyperlocal search

Location-aware gaming

Geofencing

Hyperlocal mobile display

SHARE MORE. EARN MORE.


DESIGN & DEVELOP

DEPLOY & INTEGRATE

APPROACH

INSIGHT!

ARCHITECT!

INTERACTION!

ICONS