1.
INAUGURAL TOTAL MARKET INDUSTRY CONFERENCE AND CROSS-
CULTURAL MARKETING AND COMMUNICATIONS ASSOCIATION LAUNCH
SEPTEMBER 9TH AND 10TH, 2013

2.
SOCIAL MEDIA
@THECCMCA
#TOTALMARKET
#THECCMCA

3.
THANK YOU

4.
OUR PARTNERS

5.
PLANNING

6.
ADVISORS

7.
OUR AGENDA

8.
PURPOSE

9.
PROVIDE CLARITY
INNOVATION
COLLABORATION

10.
PROVIDE CLARITY
MISSION:
TO BECOME THE ASSOCIATION FOR TOTAL MARKET
ENTERPRISE™ AWARENESS, EDUCATION, TRAINING
AND CERTIFICATION

11.
WHAT IS A TOTAL MARKET?

12.
12
A REFRAMING OF THE INDUSTRY & SERVICE
REVENUE MODEL IS REQUIRED
Insights
Pros
Cons
+ =
Attitude & behavior
Efficient focus on
commonalities
Adaptation lacks
relevancy
Ethnic attitudes &
behaviors
Deep insights
Focus on differences
Highly targeted
Scale
Under funded
Cross-cultural
Efficient & effective
Focus on differences &
commonalities
Organization complexity
Enterprise Transformation
MULTICULTURAL TOTAL MARKETGENERAL MARKET MULTICULTURAL TOTAL MARKET
SOURCE: OGILVY CROSS – CULTURAL PRACTICE

13.
TOTAL MARKET
VALUATION
ORGANIZATION
DESIGN &
PARTNERSHIPS
EXPERIENCE &
ENGAGEMENT
BIG DATA &
EFFECTIVENESS
CERTIFICATION
TOTAL MARKET ENTERPRISE ™ (TME)

14.
PROVIDE CLARITY
INNOVATION
COLLABORATION

15.
PROVIDE CLARITY
JEFF YANG
THE FUTURES
COMPANY
SVP, TRENDS AND
FUTURES
HEAD OF
MULTICULTURAL
INSIGHTS

16.
CROSS - CULTURAL
ROUNDTABLE VIDEO

17.
PROVIDE CLARITY
JAMES DIX
WEDBUSH
SECURITIES
SR. RESEARCH
ANALYST

18.
PROVIDE CLARITY
DAVID BURGOS
MILLWARD BROWN
VP OF CULTURAL
STRATEGY
CO-CHAIR FOR THE
ARF’S PEOPLE
FORUM
JEFFREY BOWMAN
OGILVY & MATHER
SR. PARTNER,
MANAGING
DIRECTOR
CROSS-CULTURAL
PRACTICE LEAD

19.
LUNCH BREAK

20.
PROVIDE CLARITY
INNOVATION
COLLABORATION

21.
INNOVATION

22.
WHAT IS A TOTAL MARKET
ENTERPRISE™?

23.
INNOVATION
JAVIER FARFAN
PEPSICO
SR. DIRECTOR OF
CULTURAL
BRANDING
LIZETTE WILLIAMS
KIMBERLY – CLARK
CORPORATION
SR. BRAND
MANAGER

24.
WORKPLACE AND ORGANIZATION
DESIGN

25.
INNOVATION
TANYA ODOM
THE FUTUREWORK
INSTITUTE
DIRECTOR OF
INNOVATION
GREG KUCZAJ
TOWERS WATSON
SENIOR
CONSULTANT

26.
CUSTOMER EXPERIENCE AND
ENGAGEMENT

27.
INNOVATION
VICTOR PAREDES
LATINWORKS
SVP, STRATEGIC
BUSINESS
DEVELOPMENT
CARREE SYREK
KINETIC SOCIAL
CHIEF
STRATEGY
OFFICER

28.
ENTERPRISE TECHNOLOGY AND
EFFECTIVENESS

29.
INNOVATION
TOM HANNIGAN
OGILVY & MATHER
VICE PRESIDENT,
SENIOR DIRECTOR
OF CRM

30.
Empowered consumers have changed marketing
as we know it
• Today, consumers engage brands 24/7/365 across
multiple channels & platforms
• Marketing in a digital world requires brands to
deliver frictionless consumer experiences between
the offline and online world, engaging consumers
seamlessly, enabling interactions with brands
effortlessly

31.
Investing in marketing technology is a top priority on CMOs “must
do” list
Source: “From Stretched to Strengthened” IBM Global Chief Marketing Officer Study 2011, www.ibm.com/cmostudy2011

32.
However, marketing organizations are grappling with getting the
most from their investments
Source: “From Stretched to Strengthened” IBM Global Chief Marketing Officer Study 2011, www.ibm.com/cmostudy2011

33.
The role of marketing is evolving to address this changing
environment
Marketing
• Target my “best” customers
• Scale within marketing programs
• Communicate more frequently
• Show me results & insights
The Gap
• The role of marketing is changing as marketing technology and data appear on the
CMO’s agenda.
• IT departments have historically built and operated these platforms in a silo.
• Marketers have been challenged to understand how to fully leverage marketing
technology and data into their marketing programs.
• Those organizations who figure out how to fill the gap will have a significant strategic
advantage.
IT
• Core platforms
• Database design
• Data transfer/load
• Software deployment
• UAT
• Software Training

34.
The capabilities of marketers needs to expand to bridge
the gap between IT and Marketing
IT
• Core platforms
• Database design
• Data transfer/load
• Software deployment
• UAT
• Software Training
Strategic Capabilities
• Produce strategy & creative work for
marketing programs.
• Integrate work into the overall brand/
marketing strategy.
Operational Capabilities
• Turn marketing requirements into programs
in marketing automation software
• Know the data and consumer profiles
• Set up standardized processes
• Continuous optimization
• Scale across brands and markets
Marketing
• Target my “best” customers
• Scale within marketing programs
• Communicate more frequently
• Show me results & insights

35.
Challenges from a Total Market Perspective
• Cultural indicators on databases are imperfect
• Language preference doesn’t equate to level of
acculturation
• “Big brother” factor

36.
Opportunities from a Total Market Perspective
• Targeting around culturally relevant events, lifestage
changes, family moments
• Geographic and location-based targeting
• Using response data to build predictive models

37.
PROVIDE CLARITY
INNOVATION
COLLABORATION

38.
COLLABORATION

39.
COLLABORATION
VITA HARRIS
DRAFTFCB
WW CHIEF
STRATEGY OFFICER

40.
DAY 2 ASSIGNMENT

41.
ROOFTOP RECEPTION AND
NETWORKING