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The Evolution of

a Visual Agency Matt Wurst

VP, General Manager – 360i

@mwurst

@360iSocial

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We create breakthrough work that shows iconic brands how digital can drive the bottom line

2

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Digital Content: Then and Now

Creative

AgenciesGrey

Ogilvy

Y&R

W&K

BBDO

Digital Natives360i

Razorfish

Droga5

Digitas

R/GA

Media

AgenciesSMG

OMD

Carat

Zenith

Mediacom

Social UpstartsMRY

Deep Focus

Vayner

We Are Social

Big Fuel

Public RelationsEdelman

Weber

Fleischman

Ketchum

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Digital content used to look like this. (Circa 2010)

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Listen

Strategize

Develop

Plan

PublishPromote

Moderate

Measure

Optimize

One person could do

everything.

Things are changing.

Marketers Consumers

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Key platforms and consumer behaviors evolve constantly… as so do we

Growth

Digital

Marketing

Targeting

Tools

Active

Users

Brand

Presences

Content

Quality

Ad

Offerings

Cost To

Market

Research

Tools

Global

Markets

Publishing

Tools

Reporting

Tools

Organic

Reach

Earned

w/o Paid

“Free”

Marketing

Results

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A digitally-centered model with integrated creative & media is more efficient & effective

CONNECTED

PLANNING

CONTENT

EXECUTIONAMPLIFICATION MEASUREMENT

Leverage Insights,

Media, Analytics &

Social Marketing

experts in the digital

strategy & media

planning process

Shift the balance in

how brand creative

is conceived,

created, published

& monitored

Target content to

audiences based on

demo & interest

categories,

declared affiliations,

behaviors, locations

& devices

Measure effects of

media touch-points &

individual content

units against

business results; &

how they work

in combination

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So how do we get there?

WHO WHAT WHERE WHEN

WHY

Who are we talking to?

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Consumer

Insights

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White space for the trademark

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Revitalized a heritage brand & driving sales during a category slow period

WAKE UP & SMELL

THE BACON

14

UNSUNG BACON

BACON BARTER SAY IT WITH BACON

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What is our content strategy?

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Industries are being thrown upside-down as the internet trifecta has reached critical mass.

CONTENT

Provided by

Consumers & Pros

COMMUNITY

Context &

connectivity created

by & for users

COMMERCE

Products tagged &

ingested for

seamless purchase

27,000,000+Pieces of content are shared every day

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From FLOW… …to CAMPAIGNS

MICRO/MINI

• Social-mostly

• Requires enhanced planning / ideation

• Have start &end dates

BRAND/MACRO

• Lives across broader platforms

• Larger production budgets

ALWAYS-ON

• 1-off “flow” posts

• 4-6x/week

• RTM: Planned & reactive

• Unplanned media opportunities

TOP-OF-MIND

• Still “flow,” but not daily (lower freq)

• Buckets/recurring themes

• Posts must be hyper-targeted

Fills up monthly content calendar Based off season/annual calendar

We focus on campaigns to achieve both quantity and quality impressions

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2013: Happy President’s Day! 2014: Happy President’s Day!

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2015: Happy President’s Day!

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Break

through

visually Make your social more creative...

…and make your creative more social.

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Where are we engaging?

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Establish

roles for

channels

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RelevanceInspiration

Rethink the

unique value

proposition of each channel

– from digital and

social to print

and broadcast.

Tips

When is the right time to post?

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Right-time

Marketing

Be there where

and when our

target consumes

and creates

social content.

Plan to plan Plan to react Respond

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Oreo #SnackHacksTransforming Content into Cultural Movements

THE INSIGHT:

FOOD REMIXING

THE CONTENT:

SNACK HACKS

ONGOING SUCCESS:

IGNITE FOOD CULTURE

MICHAEL VOLTAGGIO

STARRY KITCHEN

ROY CHOI

Why Instagram?

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12%

Financial

Services

42%

TV/

Entertainment

67%

Luxury Retail

60%

Luxury Automotive

Instagram is the fastest-growing social platform for brands and marketers.

53%

Quick Service

Restaurant

24%

Travel/

Leisure

23%

Food/

Beverage

30%

Beauty

21%

Automotive

51%

Clothing

30%

Overall21%

Media

News/33%

Retail/

Consumer

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Our target

consumer

s are

there.

300MM active users

60%international

15xgreater

engagement

than Facebook

35%visit multiple

times per day

76% American teens

53% ages 18-29

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Balanced

campaigns

and flow

It’s in our

wheelhouse

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We can easily adapt visual style to brand requirements.

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Our evolution as a visual agency fits in perfectly with Instagram

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So who’s doing it right…

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And yes, of course, Oreo is here.

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Thank you!

Mat t W urs t

@mwurs t