Why are consumers so far ahead of marketers when it comes to integrating digital media into their daily lives? Why is it so hard to sell through digital programs in large and small marketing organizations? How can we show ROI in terms of customer acquisition and value, rather than try to justify it with eyeballs and click-thrus? What does it take to get CMOs to embrace and invest in digital for the long haul? How can we all get together on the path to digital success? Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, will share his view about how the current community of clients, agencies, and partners must change their mindset, approach and strategy if they are to avoid the roller coaster ride to digital hell. Using a wide variety of examples from consumer goods and business-to-business marketers around the world, Fetherstonhaugh will show how the stairway to digital heaven is not about shiny one-offs; it’s about making the most of behavioral data, employing disciplined testing, understanding the power of social media, and building a platform for the future.

1. THE DIGITAL BRIAN FETHERSTONHAUGH
FUTURE CHAIRMAN & CEO, OGILVYONE WORLDWIDE
IMEDIA BRAND SUMMIT
SEPTEMBER 14, 2010
Monday, September 20, 2010 1

2. HIGHWAY TO
HELL
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3. HIGHWAY TO
HELL
Monday, September 20, 2010 3

4. THE MARKETER’S HOT SEAT
More
Innovation!
More
Accountability!
Monday, September 20, 2010 4

5. THE MARKETING CONFIDENCE GAP
40%
30%
20%
The Marketing Con dence Gap
10%
0%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
% Consumer Time Spent Online % Advertising Dollars Spent Online
Source: eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Nielsen Media Research 2008,
Neo@Ogilvy Media Analytics, PricewaterhouseCoopers LLP Wilkofsky Gruen Associate. November 2009 Report.
,
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6. Yaaay!
Wheee!
Wow!
• One-off mentality
• Perpetual start-up mode
• Chasing the next shiny object
Monday, September 20, 2010 6

7. Monday, September 20, 2010 7

8. HIGHWAY TO
HELL
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9. STAIRWAY TO
HEAVEN
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10. STAIRWAY TO
HEAVEN
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11. •Mindset
•Pathway
•Platform
•Discipline
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12. THE RIGHT MINDSET
Four Ps Four Es
Product Experience
Place Everyplace
Price Exchange
Promotion Evangelism
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13. CREATING THE STAIRWAY TO HEAVEN
ADD TEST #4
OPTIMIZE #1, 2, 3
ADD TEST #3
•Digital Ambition
OPTIMIZE #1, 2
•Customer Journey
•Platform Choices ADD TEST #2
OPTIMIZE #1
START HERE
PILOT TEST #1
TIME
PHASE 1 PHASE 2 PHASE 3 PHASE 4
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15. “Stop the
campaignery.”
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19. © 2009 IBM Corporation © 2009 IBM Corporation
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21. IBM Wimbledon SEER 2010
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28. Link & Text
n
lo g-in butto
Button Text
Button Color
Number of Offers
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30. Original Optimized
+15%
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42. Monday, September 20, 2010 42

43. It all starts with Mom
The universal
insight
Am I doing the best for my baby?
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44. Understanding Mother’s Journey
Personas
GSI Consumer Intent Model 2009
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47. We need to focus on Mom,
not just websites
Social
Networks
Friends & Family
Websites
Social Search & Blogs
e-Commerce
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48. A creative platform
that grows with mum
and baby.
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49. Mobile apps
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52. Monday, September 20, 2010 52

53. WHERE WILL
YOU LEAD US ?
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54. STAIRWAY TO
HEAVEN
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55. HIGHWAY TO
HELL
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56. brian.fetherstonhaugh@ogilvy.com
Monday, September 20, 2010 56

57. THE DIGITAL BRIAN FETHERSTONHAUGH
FUTURE
HIGHWAY TO HELL OR STAIRWAY TO HEAVEN?
CHAIRMAN & CEO, OGILVYONE WORLDWIDE
IMEDIA BRAND SUMMIT
SEPTEMBER 14, 2010
Monday, September 20, 2010 57