How to get a maximum

on User Experience and

engagement

Aleksander Smigielski

What do FMCG

advertisers dig for?

Media have always been

changing fast

Complexity suits

agencies

Clients believe they aren’t stupid and

definitely don’t like to be told so

Agencies exist to catch as much as

possible first and serve clients second

Clients have

always wanted

neutrality and

balance

Barriers

Not sure it works

It is too time consuming

It is risky

It doesn’t build awareness

like TV

Rules of engagement: how

to maximize engagement?

#1: search and you shall find

#2: play to the puck

#3: right audience, platform, device

#4: right purpose

#5: real utility, or real

entertainment

#6: simplicity

#7: speed

#8: respect

#9: measure

#10: do good http://www.unilever.com/sustainability

waterworks

In the perfect world we should

• Move fast & “play to the puck”

• Keep it simple

• Respect consumers & add value

• Measure:

• Reach, Impact, Cost & Evaluation

• Do good

“It is our time”