Content Creation Case Study: Catherine Davis, President of Vizeum Americas. Leveraging the power of media to create and curate content featuring case studies from Pernod Ricard & New Belgium Brewing.

1. LEVERAGING MEDIA
TO CREATE CONTENT

2. 6.7B Billings 39 Countries
A nimble comms planning & buying agency, with the buying clout and resources of Aegis Media
to create connections that count.
UNITED STATES
60+ People
NY Headquarters
GLOBAL
1,600+ People
London Headquarters

3. 85% of tablet owners
use their devices
while watching TV
HOW PEOPLE CONSUME CONTENT HAS CHANGED
*Nielsen Cross platform report Q2 2012

4. IT IS ALL ABOUT CONTENT
BRANDS
HAVE BECOME
PUBLISHERS

5. #BurberryWeather

6. PATAGONIA

7. PUBLISHERS NEED MORE...
CONTENT FORMATS NON-WORKING $

8. PUBLISHER BEST PRACTICES
1. TIGHTLY DEFINED STRATEGIES
2. A BALANCE BETWEEN DRIVE PERIODS AND ALWAYS-ON
3. INTEGRATION ACROSS CHANNELS TO DRIVE SCALE
4. ABILITY TO LEVERAGE NEW CONTENT RESOURCES
5. NO DEAD-ENDS
EVENTS
PR
CONTENT
SYNDICATION
eCRM
DIGITAL HUB
DIGITAL
OOH
SOCIAL
SEARCH
Application
MBN

9. BRAND AGENCY
DIGITAL CREATIVE AGENCY
PR/SOCIAL MEDIA AGENCIES
CONTENT FARMS
MEDIA AGENCIES/MEDIA OWNERS
CONTENT RESOURCES

10. Created a content based partnership to:
- Move TOM Awareness up 24%
- Increase sales 8% YOY
- Create #1 Shazamed ad of 2012
- Hit 1MM Facebook fans (up 250,000)
- See over 30MM organic video views
CONTENT MODEL 1: ADAPT AND DISTRIBUTE

12. CONTENT MODEL 2: ADAPT AND DEVELOP
Text

13. CONTENT MODEL 3: DEVELOP FROM SCRATCH
Click here to download our latest success.

14. REAL TIME INPUT

15. OPTIMIZE
1. Content/Calendar Assessment
4. Content Scaled 3. Content Published
AMPLIFY
PUBLISH
PRIORITIZE
Align on criteria to help filter
Establish content hierarchy
2. Content PrioritizedAvailable Content
Product Distribution Schedule
2013 Events Calendar
DISTRIBUTION & AMPLIFICATION: FLEXIBILITY + OPTIMIZATION

16. OPTIMIZE
1. Content/Calendar Assessment
4. Content Scaled 3. Content Published
AMPLIFY
PUBLISH
PRIORITIZE
2. Content Prioritized
Agree Distribution Strategy:
1. The Science: threshold based
2. The Art: intuition based
Shortlisted Content Scaled
with Agreed Budget
Continually Optimized
through Adaptive Planning
Approach
Available Content
Product Distribution Schedule
2013 Events Calendar
Align on criteria to help filter
Establish content hierarchy
DISTRIBUTION & AMPLIFICATION: FLEXIBILITY + OPTIMIZATION

17. LET’S
CHAT
CLIENT DEVELOPMENT, VIZEUM US
Mitch Orkis
mitch.orkis@vizeum.com
m: 315-529-1898
PRESIDENT, VIZEUM AMERICAS
Catherine Davis
catherine.davis@vizeum.com
o: 917-326-7460