bridging the big brand gap in mobile development
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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
Bridging the Big Brand Gap in Mobile
Brand Opportunity Overview forThe Big Brand Hackathon
June 16, 2012
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
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
“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
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
“Mobilizing .COM”
“Mobilizing .COM” “Mobilizing the Stores”
“Accelerating Multi-Channel”
WHY BIG BRANDS ARE SETTING UP SHOP, INVESTING, ACQUIRING AND COMING TO THE VALLEY
BIG BRAND ACQUISITION EXAMPLES:
Walmart:• Kosmix• Grabble• Set Direction• One Riot
The Home Depot:• Red Beacon
BIG BRAND INVESTMENT EXAMPLES:
PepsiCo and Unilever:• Physic Ventures• Yummly
American Express• Establishes $100m
fund for payments
BIG BRANDS SETTING UP SHOP IN THE VALLEY:
Anheuser-Busch/InBev• Beer Garage
Best BuyProctor & Gamble
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
CURRENT STATE
Capital
TechnologyAgency
Marketer
Well Established Value-Creating Relationships
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
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
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
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
CHANGE IS EVENT DRIVEN
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
CHANGE IS EVENT DRIVEN
BETA
A NEW WAY TO LOOK AT BRANDS:
SCALE+ ADAPTIVE+ ADVISORY+ PARTNERS+ STRATEGIC+ VALIDATION
A NEW WAY TO LOOK AT BRANDS:
SCALE+ ADAPTIVE+ ADVISORY+ PARTNERS+ STRATEGIC+ VALIDATION
WELCOME FELLOW BIG BRAND HACKANAUTS:
EXPLORE AND BE GREAT#BigBrandHack#BrandHack@anthemww@marksilva
Let’s Make Stuff HappenANTHEM WORLDWIDE77 Maiden LaneFourth FloorSan Francisco, CA 94108
digital.anthemww.com@anthemwwFacebook: Anthem