ddb new york credential

PowerPoint Presentation

Let Us Blaze New Trails

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DDBs Ambition

Help clients to be at the forefront of the digital, mobile and social marketing communications, and bring the Age of now to everyone. 2

DDB NY has the unique capabilities to bring this ambition to life.

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We Thrive at the Heart of Data, Technology and Creativity

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DATA & ANALYTICS

Modern 360 Campaigns

Digital Strategy and Content Marketing

Web & Mobile Platforms and Services5So We Deliver Strong Content-Driven Ideas

NUETRO web and mobileStatefarm digital and connet360 is either

Felipe San JuanGroup Business DirectorWith An Integrated Team6

Emilio RosasAccount DirectorStuart HazlewoodChief Strategy OfficerJennifer FoxBrand Strategy DirectorChiara MartiniDigital Strategy DirectorAmanda MorenoDigital StrategistBianca MooreCommunity ManagerIcaro DoriaChief Creative OfficerHannah FishmanExecutive Creative DirectorChristopher ChobanianDirector of AnalyticsElizabeth VanDurmeAnalytics ManagerMadison WhartonChief Operation Officer

YaelChris- Joel

7For Powerful Brands

All digital clients

DDBs Principles for Excellence in Digital and Social8

Here we highlight how a digital role and a strong creative story should lead decisions, not the other way around

Deliver The Most Relevant Content In The Most Relevant ContextBe People-centric (vs. Brand-centric)Anticipate DesireOrganize Around Hero, Tent Pole And Always-on ContentRoot Everything In DataCreate An Evolving Playbook

9What We Stand By


Feedback design image as if its on a phone

Deliver The Most Relevant Content In The Most Relevant Context From a real-time trend to a larger cultural backdrop, context is the key to success.10

Content that is developed based on what people want, talk about and what is relevant to them not only what the brand wants to talk about the brand already does it in all other medias


We shift the conversation from what the brand wants to say to what the audience wants to hear. 11Be People-Centric (vs. Brand-Centric)



Anticipate Desire

Through data insights we shape the stories and optimal ways to deliver them. Programmatic adds an extra element of precision.12



We design content plans based on priorities and needs.

13Organize Around Hero, Tent Pole and Always-on Content



Root Everything In Data

Data to inform better decisions. Data to track, manage and optimize in real-time.14



Data Inputs Inform Powerful Insights

Online Community and Panel

Social Listening

Secondary ResearchOwned Media

Cultural Data

Quid

MediaProgrammatic

Image Recognition

Brand

Customer TruthsBehavioral

TrendsAttitudesBeliefsMotivationsBarriersPerformance

Outputs15


Outputs are organized around 5 areas

OutputsTriggers andMotivations1What triggers/motivates purchase? Why your company vs. others? Media and Content Consumption3What channels and content do consumers engage along the journey?Decision Criteria5Who and what Influences purchase? Who do they trust? What are the top attributes before selecting a product?Attitudes and Beliefs2What are the perceived beliefs of your company and products? What attitudes do people have about the category?Buying Journey4What are the stages of the consumer journey? What are the current gaps and opportunities to address?


Powered by a unique set of tools

Custom Online PanelProgrammaticAlgorithmic InsightsNewsroom80k Participants,24 hour turnaround,Testing and Measurement,Social Listening,Qualitative,Ethnography

3rd Largest DMP in the world,Segmentation-tool,ComScore Click-stream

Clusters all digital content and sources within past 3 yearsIdentifies themes and trends based on machine learning,Produces visualizations based on algorithms

Real-time newsroom,Listen and Respond, Content Development,Marketing Performance Tracking,Trend-Forecasting

Advanced AnalyticsEconometric Modeling,Behavioral and Cognitive IntelligenceScenario PlanningMMM / AttributionPredictive Modeling,Business Intelligence


Campaign/Tactic Launch

Insights

ReportingPlan

Big Idea

ChannelPlan

Testing

MultiChannel DataMeasurement Planning

Learn

Past Learnings and Insights

Test and Target

CampaignEffectivenessReal-time OptimizationTrackContinuously improved through a 360 learning loop

18Measure

If we are afraid to fail we will hardly succeed in social. We need to have this mentality and learn fast

And Performance Analytics Are Served Up On Real-Time Custom DashboardsDevice-agnostic dashboard brings paid, owned, earned performance into one holistic view

Flexibility for adding new data sources and changing elements

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Measurement CompassAltimeter inspired graphic

BUSINESS GOALBRAND HEALTHA measure of attitudes, conversation and behavior toward a brandMARKETING OPTIMIZATIONImproving the effectiveness of marketing programsREVENUE GENERATIONWhere and how your company generates revenueINNOVATIONCollaborating with customers to drive future products and servicesCUSTOMER EXPERIENCEImproving your relationship with customers, and their experience with your brandOPERATIONAL EFFICIENCYWhere and how your company reduces expenses

$

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Metrics building block that allow KPIs to tie back to the business results

ClicksRetweetsCommentsSharesLikesPageviewsCost per AcquisitionBrand MentionsReach / FrequencyClick-throughSite TrafficDifferentiationAmplificationResonanceSalienceMedia ROINet SentimentTask ConversionRetentionEquityAcquisitionBusiness ObjectivesDDB Brand MeasuresDigital Metrics

Brand StudiesChannel-level analytics

Brand ProvidedDefined by the brief at the global market executed, locallyCustom DDB Brand measures that diagnose brand performance Tactical metrics that tie back to Brand and Business objectivesSlower-moving dataFaster MovingData

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We deliver a content plan, channel approach and social persona that brings brand values to life.22Create An Evolving Playbook



When it all comes together23

INSERT CASE STUDIES HERE

#WHYWAIT INVENT-OFF PROGRAM24Hero Content Program

Why?

Brand Strategic Approach

Get opinion shapers to value Qualcomm as the essential accelerator of progress in mobile and adjacent industries.

The Challenge

Qualcomm contributes major building blocks to the Internet of Things, connectivity, cognitive technologies, and mobile experiences. But these can go largely unnoticed because so many of Qualcomms inventions are invisible to the naked eye.

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Whom Must We Influence?

26Influencers

Tellers, Doers & AmplifiersGovernment

The Judiciary Committee & the energy commerce committee Tech C-Suite

Silicon Valley & Chinese Business elite

Content Approach

27Tell.

Inform influencers about our essential role accelerating progress and what drives our relentless curiosity

Show.

Showcase inventions that spotlight our essential accelerator POV across key narratives

Do.

Invite influencers into our lab to discover our inventions, build off of them, and share their experience

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Watch

In Season 2 we continue to demonstrate that Qualcomm is the inventor for the inventors by raising the stakes of the competition and upping the ante in social involvement.

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What Changed

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RealityAn open theme1 HostAmplified on socialPatterson, NJ$5K prizeLived on Kinja.com (Gawker)Media plan added on

To

DocumentaryCan the Internet of Things save a life?2 CaptainsSocial-firstSan Francisco$25K prize, social support & mentorshipLives on Qualcomm.comMedia and PR adding into 1 holistic plan

32An Evolving Social Playbook

The Components of the Social Playbook

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We Want to Be More Purposeful With What, When and How We Tell Stories Through Content Cycles

Fragmented contentContinuous storyFormats leading ideasIdeas leading formatsOne-off postsCycles with beginning & endingPre-defined themes mindsetCampaign mindsetDisconnected from PRConnected by PR

FRAGMENTEDSTORY CYCLES

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What this means:

Ideas leading formats

Cycles with a beginning and ending

Minimize overlap of content

Prioritization and Support for programs against a unified calendar

Connected amplification opportunity with PR

Prioritizing messages for cohesiveness and consistencyThe connection with PR takes reach to a next level and helps build credibilityThe mindset of a cycle will challenge us to outstanding executions every timeWe can measure the incremental impact of social on business KPIs

The Value of Social Cycles35

36Always-On Content Platform

speaks with:

SIMPLICITYTRANSPARENCY

KNOWLEDGE

BUSINESS PROBLEM: The currentLearning Center serves as an SEO and CRM play by supporting organic search and State Farm newsletters.However, its performance lacks traction and visibility to consumers and fails to guide users into the acquisition path.

OBJECTIVE: Grow customers confidence by providing compelling advice and helpful information when and where they need it, to meet their needs based on life stage, interest, location or occasion.

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SOLUTION: A new content ecosystem to generate more effective reach, engagement and lead generation via social, CRM, email third-party distribution with constant value delivery.

a new content machine

DATA

DYNAMIC CONTENT

PERSONALIZED EMAIL

EMAILSEO OPTIMIZATIONSTATEFARM.COMSOCIAL LEADSARTICLECOLLECTINGSOCIAL AMPLIFICATION

CONSUMER PROFILE

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40An Insight-Driven Program Rooted In Data

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New approach that is needs-state focused but allows brands to flexDriven by a robust digital strategy to identify and prioritize issues and opportunitiesUnderpinned by a new creative operating system

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DYNAMIC PEOPLEcollaborative to the corebest talent locally and globallymodern comms mavensDYNAMIC PROCESSuniting culture, brand, & creativityagile, connected engagement modelfueled by creativity and rigorDYNAMIC PRODUCTalways onrobust content not adscreating constant desire DYNAMIC PERFORMANCEmutually beneficialresults-drivenhyper-efficient

43People: An integrated, nimble, hub that brings disciplines together

DDB NY Digital Beauty Hub

PROCESS: BeautyLab uncovers insights that drive action

Data InsightsBrand-OpportunitiesCulturalInsights/Trends,CompetitionSocial Listening,PerformanceAnalyticsMarketing AmplificationContentCreation, Custom partnershipsBEAUTYLAB

Partner agencies take actionActionsActionable Intelligence

KPI developmentMeasure

PROCESS: Insights cadence that informs marketing and comms.

Every Wednesday

Culture & Competition

Media & Creative Optimization

Identify fast-moving cultural and skin-care trends as well as competitive activity that merit an immediate response

Identify and optimize toward top performing paid media investments and creative across all digital channelsTimingPurposeDescriptionParticipation

WEEKLY

Every Thursday

Action Matrix

Document key activity/recommendations for the week and distribute to key brand and agency team membersCore Activation Team:Client Research/Analytics (quarterly), Brand Team, LegalAgency Stakeholders

QTRLY

3rd week of the new quarter

Business and Marketing Performance

Output / insights from weekly meetings will fuel planning sessions across the business; opportunity to revisit strategy and planning initiativesCadence

Product: Real-time, tent pole work in harmony with planned calendarCampaign & Initiatives:TV, print, radio, apps, ER support, media buys, digital optimizationMonthly Content CalendarNon-branded relevant contentEvergreen contentProduct & Initiatives messagingTopical Pop Culture & NewsSeize timeliness of content Real-time ConversationCommunity listening & responseTest, learn, optimize conceptsUse knowledge to inform planned contentTentpole Major events, sponsorships, high impact custom partnerships (e.g. VMAs)Real-time eventsMixture of Community listening & response and Product/Brand initiative messaging HEROTent-poleAlways-On

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How Could We Collaborate To Optimize your Digital, Social & Content efforts?48DDB & YOU

INSERT CASE STUDIES HERE