Breaking patterns the marriage of strategy + technology

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The document discusses breaking patterns of thought by deconstructing cognitive loops. It describes how identifying knowledge gaps around consumer behavior led to the development of a tool called "Beef Stock" that aggregated cross-platform data for trend analysis. This tool surfaced conversations about beef and perceptions. It also discusses how exploring consumer behaviors further informed their approach and led to the creation of Telecontext, a flexible data sharing platform.

Marketing

Proprietary & Confidential. © 2014 R/GA All rights reserved.
Breaking Patterns
The Marriage of Strategy + Technology
July 2014

3Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Our culture of patterned thinking creates critical roadblocks to creative problem solving.

4Proprietary & Confidential. © 2014 R/GA All rights reserved. /
To arrive at truly transformational ideas, we must start by deconstructing the structures,
behaviors and interactions that establish cognitive loops.

5Proprietary & Confidential. © 2014 R/GA All rights reserved. /
And embrace change
(insert images of before & after beef)

6Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Partner Strategy + Technology
Identifying knowledge gaps around consumer behavior
led to the development of the “Beef Stock” tool,
which aggregated cross-platform listening data in an
interactive trend analysis.
This surfaced conversations about beef and gave
us a sense for when, where and how perceptions
were evolving.
Meet “Beef Stock”

7Proprietary & Confidential. © 2014 R/GA All rights reserved. /

8Proprietary & Confidential. © 2014 R/GA All rights reserved. /

9Proprietary & Confidential. © 2014 R/GA All rights reserved. /

10Proprietary & Confidential. © 2014 R/GA All rights reserved. /

11Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Surfacing behaviors
The more we explored, the more we surfaced
layers to the issues around planning and
preparing ‘any day’ family meals, resulting in
additional barriers to beef.
Understanding these behaviors informed our
approach and led to the creation of Telecontext.

12Proprietary & Confidential. © 2014 R/GA All rights reserved. /

13Proprietary & Confidential. © 2014 R/GA All rights reserved. /
And flexible data sharing platforms extends
content, reach and sharing.

14Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Creating new methods to value
Create greater consumer
value rooted in actual
behavior
Increase marketing
value, improve reach and
engagement across
channels
Engage 1:1 with
consumers in hyper-
contextual moments

15Proprietary & Confidential. © 2014 R/GA All rights reserved. /

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Breaking patterns the marriage of strategy + technology

4. 4Proprietary & Confidential. © 2014 R/GA All rights reserved. / To arrive at truly transformational ideas, we must start by deconstructing the structures, behaviors and interactions that establish cognitive loops.

6. 6Proprietary & Confidential. © 2014 R/GA All rights reserved. / Partner Strategy + Technology Identifying knowledge gaps around consumer behavior led to the development of the “Beef Stock” tool, which aggregated cross-platform listening data in an interactive trend analysis. This surfaced conversations about beef and gave us a sense for when, where and how perceptions were evolving. Meet “Beef Stock”

11. 11Proprietary & Confidential. © 2014 R/GA All rights reserved. / Surfacing behaviors The more we explored, the more we surfaced layers to the issues around planning and preparing ‘any day’ family meals, resulting in additional barriers to beef. Understanding these behaviors informed our approach and led to the creation of Telecontext.

14. 14Proprietary & Confidential. © 2014 R/GA All rights reserved. / Creating new methods to value Create greater consumer value rooted in actual behavior Increase marketing value, improve reach and engagement across channels Engage 1:1 with consumers in hyper- contextual moments

Breaking patterns the marriage of strategy + technology

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Breaking patterns the marriage of strategy + technology