media as a force for good

Marc PritchardChief Brand Officer

ANA Media & Measurement ConferenceSeptember 23, 2020

MEDIA AS A FORCE FOR GOODAND A FORCE FOR GROWTH

F O R C E F O RG O O D

F O R C E F O RG R O W T H

BILLION

F O R C E F O RG R O W T H

$

““

HALF THE MONEYI SPEND ON

ADVERTISINGIS WASTED;

THE TROUBLE ISI DON'T KNOWWHICH HALF.

J O H N W A N A M A K E R

LEADCONSTRUCTIVE

DISRUPTIONTO TRANSFORM MEDIA INTO

A FORCE FOR GOODAND A FORCE FOR

GROWTH

CONSTRUCTIVED I S R U P T I O N

FORCE FORG O O D

AND

FORCE FORG R O W T H

LEAD

LEADCONSTRUCTIVE

DISRUPTIONTO TRANSFORM MEDIA INTO

A FORCE FOR GOODAND A FORCE FOR

GROWTH

1STEP

= = = =

EQUALITY INTHE MEDIA SUPPLY CHAIN

1STEP

MARKETERS AGENCIES PRODUCTIONCREWS

MEDIAPROVIDERS

EQUALITY INTHE MEDIA SUPPLY CHAIN

50% WOMEN | 50% MEN

1STEPEQUALITY INTHE MEDIA SUPPLY CHAIN

1STEPEQUALITY INTHE MEDIA SUPPLY CHAIN

40% MULTICULTURAL13% Black | 18% Hispanic | 6% Asian-Pacific | 2% Native American

L E A DMEASUREDIAGNOSE

ACT

ACCOUNTABILITY DASHBOARD

GOAL BRAND

WOMEN 50%

MULTICULTURAL 40% X

ACCOUNTABILITY DASHBOARD

GOAL BRAND AGENCY

WOMEN 50%

MULTICULTURAL 40% X XX

ACCOUNTABILITY DASHBOARD

GOAL BRAND AGENCY PRODUCTION

WOMEN 50%

MULTICULTURAL 40% X XX ?

ACCOUNTABILITY DASHBOARD

GOAL BRAND AGENCY PRODUCTION MEDIA

WOMEN 50% ?

MULTICULTURAL 40% X XX ? ?

2STEPELIMINATE SYSTEMIC INEQUALITIES

2STEPELIMINATE SYSTEMIC INEQUALITIES

5% MULTICULTURAL

MARKETINGSPENDING

2STEPELIMINATE SYSTEMIC INEQUALITIES

40% US MULTICULTURAL

POPULATION

5% MULTICULTURAL

MARKETINGSPENDING

DISMANTLE SYSTEMIC INEQUALITY

ACCESSCAPABILITY

DISMANTLE SYSTEMIC INEQUALITY

ACCESSCAPABILITY

INFRASTRUCTURESPENDING

DISMANTLE SYSTEMIC INEQUALITY

ACCESSCAPABILITY

INFRASTRUCTURESPENDING

MEDIAEFFECTIVENESS

DISMANTLE SYSTEMIC INEQUALITY

ACCESSCAPABILITY

INFRASTRUCTURESPENDING

MEDIAEFFECTIVENESS

DIRECTLYINVEST

DISMANTLE SYSTEMIC INEQUALITY

PURCHASING POWER

ACCESSCAPABILITY

INFRASTRUCTURESPENDING

MEDIAEFFECTIVENESS

DIRECTLYINVEST

DISMANTLE SYSTEMIC INEQUALITY

PURCHASING POWERMARKETGROWTH

ACCESSCAPABILITY

INFRASTRUCTURESPENDING

MEDIAEFFECTIVENESS

DIRECTLYINVEST

3STEPACCURATELY PORTRAY ALL HUMANITY

3STEPACCURATELYPORTRAY ALL HUMANITY

+10% TRUST

+20% PURCHASE

3STEPACCURATELYPORTRAY ALL HUMANITY

100% ADSWITH SCOR E

ABOVE 100

<5% HISPANIC

TV CHARACTERS

18% HISPANIC

POPULATION

<5% HISPANIC

TV CHARACTERS

18% HISPANIC

POPULATION

<5% HISPANIC

TV CHARACTERS

1% ASIAN

TV CHARACTERS

18% HISPANIC

POPULATION

<5% HISPANIC

TV CHARACTERS 6% ASIAN

POPULATION

1% ASIAN

TV CHARACTERS

4STEP ELIMINATE HATEFUL CONTENT ONLINE

4STEP ELIMINATE HATEFUL CONTENT ONLINE

ELIMINATING HATEFUL CONTENT

SHOULD BETABLE STAKES

$300 BILLION 30 YEARS

5STEPLEVEL THE PLAYING FIELD

UPFRONTS

RATINGS

RATINGS

RATES

RATINGS

RATES

INFORMATIONASYMMETRY

FOMOs

LEVEL THE PLAYING FIELD

INFORMATIONASYMMETRY

CROSS-PLATFORMM E A S U R E M E N T

PROGRAMMATIC MEDIA

PROGRAMMATIC MEDIA

6STEPCREATE CONTENT FOR GOOD

EQUALITY IN THE MEDIA

SUPPLY CHAIN

ELIMINATE SYSTEMIC

INEQUALITIES

ACCURATE PORTRAYAL

ELIMINATEHATEFUL CONTENT ONLINE

LEVELTHE PLAYING

FIELD

CREATECONTENT

FOR GOOD

654

321

LEADCONSTRUCTIVE

DISRUPTIONTO TRANSFORM MEDIA INTO

A FORCE FOR GOODAND A FORCE FOR

GROWTH

Thank You