bridging the big brand gap in mobile development
Post on 18-Oct-2014
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Use this deck to kick off the Big Brand Hackathon June 16-17 featuring Kraft Foods and The Home Depot. Frames the opportunity, discusses the gaps and sets the objectives for the Hackathon.TRANSCRIPT
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Bridging the Big Brand Gap in Mobile
Brand Opportunity Overview forThe Big Brand Hackathon
June 16, 2012
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LET’S TALK ELEPHANTS, WHALES & OTHER METAPHORS OF MASSIVE SCALE• In Vegas, a whale spends
$1/2B/hour• US economy driven by
70% consumer spending• Brands Are Like
Elephants
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WHAT BRANDS EMBRACE THE DIGITAL AGE BEST?• Retail, Financial
Services, Telecom, Automotive, Computing and Travel have all transformed business models with digital
• Growth opportunity great in CPG, Media and Entertainment
Top Internet Ad Categories
Source: IAB/PwC 2012
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“IT’S LIKE THE INTERNET WITH MORE ZEROES” DAVE MORGAN, CEO, SIMULMEDIA@DAVEMORGANNYC
• Internet comprises <20% of US ad spend
• TV still dominant medium for spending
• Traditional dollars to digital pennies
0
50
100
150
200
US Media 2011
IAB/PwC Kantar MagnaInternet
$171
,700,0
00
2011 US Ad Spending
$144
,000,0
00
$162
,000,0
00
$31,7
00,00
0
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WITH MOBILE, WE’RE NOT JUST TALKING MARKETING BUT ALSO NEW MARKETS• Q1 2012 Total Retail:
$1,082,635,000,000• Q1 2012 Total eCom:
$53,156,000,000
0
375
750
1125
1500
Q1 2012 Q4 2011 Q3 2011
eCom Retail Total Retail
$1,08
2,635
,000,0
00
$53,1
56,00
0,000
eCommerce vs Total Retail
Source: US Census June 2012
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“Mobilizing .COM”
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“Mobilizing .COM” “Mobilizing the Stores”
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“Accelerating Multi-Channel”
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WHY BIG BRANDS ARE SETTING UP SHOP, INVESTING, ACQUIRING AND COMING TO THE VALLEY
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BIG BRAND ACQUISITION EXAMPLES:
Walmart:• Kosmix• Grabble• Set Direction• One Riot
The Home Depot:• Red Beacon
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BIG BRAND INVESTMENT EXAMPLES:
PepsiCo and Unilever:• Physic Ventures• Yummly
American Express• Establishes $100m
fund for payments
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BIG BRANDS SETTING UP SHOP IN THE VALLEY:
Anheuser-Busch/InBev• Beer Garage
Best BuyProctor & Gamble
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Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
CURRENT STATE
Capital
TechnologyAgency
Marketer
Well Established Value-Creating Relationships
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Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
THE GEEKOSYSTEM
Defining and Developing A Value-Creating Ecosystem
At the center of this thesis
• Sum of parts, not one player
• Defining the intersection will generate disproportionate value
• Technology will outstrip other elements in ecosystem for wealth, value and cultural capital generation
• Consider new compensation, organizational structure, service and role definitions
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Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
THE GEEKOSYSTEM
Defining and Developing A Value-Creating Ecosystem
At the center of this thesis
• Sum of parts, not one player
• Defining the intersection will generate disproportionate value
• Technology will outstrip other elements in ecosystem for wealth, value and cultural capital generation
• Consider new compensation, organizational structure, service and role definitions
![Page 17: Bridging the Big Brand Gap in Mobile Development](https://reader033.vdocument.in/reader033/viewer/2022051322/54422d56afaf9fe7098b458a/html5/thumbnails/17.jpg)
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
THE GEEKOSYSTEM
Defining and Developing A Value-Creating Ecosystem
At the center of this thesis
• Sum of parts, not one player
• Defining the intersection will generate disproportionate value
• Technology will outstrip other elements in ecosystem for wealth, value and cultural capital generation
• Consider new compensation, organizational structure, service and role definitions
![Page 18: Bridging the Big Brand Gap in Mobile Development](https://reader033.vdocument.in/reader033/viewer/2022051322/54422d56afaf9fe7098b458a/html5/thumbnails/18.jpg)
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
CHANGE IS EVENT DRIVEN
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Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
CHANGE IS EVENT DRIVEN
BETA
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A NEW WAY TO LOOK AT BRANDS:
SCALE+ ADAPTIVE+ ADVISORY+ PARTNERS+ STRATEGIC+ VALIDATION
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A NEW WAY TO LOOK AT BRANDS:
SCALE+ ADAPTIVE+ ADVISORY+ PARTNERS+ STRATEGIC+ VALIDATION
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WELCOME FELLOW BIG BRAND HACKANAUTS:
EXPLORE AND BE GREAT#BigBrandHack#BrandHack@anthemww@marksilva
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Let’s Make Stuff HappenANTHEM WORLDWIDE77 Maiden LaneFourth FloorSan Francisco, CA 94108
digital.anthemww.com@anthemwwFacebook: Anthem