Deck presented during the Havas Media's Meaningful Brands Launching Event at the University of Miami on June 13, 2012. DOWNLOAD FROM www.havasmediamiami.com

1. A New Approach to Connect Brands with Consumers
Miami FL, June 13th, 2012

2. What Meaningfulness Means
1. From consumers to People
2. From Products to Outcomes
3. From “Me” to US
4. From talking to building relationships
5. From brands to transformational agents
2

3. Latin Americans are Resilient Consumers
Path
to
Growth
recovery
Oil
Crisis
Economic
Reforms
&
Liberaliza<on
Development
The
Lost
Depression
&
Stagna<on
Decade
1950s
1960s
1970s
1980s
1990s
2000s
2010s
GDP
3

4. Living Under a Context of Positivism
69% of Latin Americans are confident
their situation will be better a year from now
Argen&na Brazil Chile Colombia Ecuador Mexico Peru Venezuela
34% 82% 61% 87% 64% 60% 80% 51%
Source: TGI Latina, Wave I&II 2011
4

5. Consumers Who Became Citizens
Collaboration & Determination
5

6. Intensively Unified and Connected Creating Collective
and Participative Identities
Source: Comscore 2012
5
of
the
Top
10
Engaged
markets
for
social
networking
are
in
La&n
America
6

7. What Makes a Brand Meaningful?
hNp://youtu.be/HBKWg4WoMIo

8. After listening to over 100,000 people across the world…
10
2007-08 2009 2010 2011
“Consumer Perception “Sustainable Futures” “Brand Sustainable Futures” “Meaningful Brands”
on Climate Change
and its potential • +20,000 consumers • 30,000 consumers • Listens to +50.000 people
impact on business” • 10 countries • 10 countries
• 14 countries
• 20 brands per market • +150 brands / 10 industries
• BSF Services • More than 300 brands in 10 industries
• Explores new territories and for the first
time it connects brands with well-being
• From services to Solutions
8

9. Only One Third of The Brands are Considered as Meaningful
Latam
Global
USA
Top
5
Europe
Contribution
% brands improving notably 20%
5%
8%
people’s quality of life
30%
Attachment
Attachment
% brands people would
really care if they disappeared 53%
30%
18%
12%
9

10. Their Level of Participation and Commitment
Determine Who They Are
Hostages
Devotees Concerned and
Active and committed overwhelmed
23%
24%
Disengaged
10%
Indifferent
Less informed
24%
and active
Critics 19%
Active and Informed
Defend their opinions
Skeptics
Less active
And very
10
Skeptical

11. Latin Americans Have Higher Levels of Active Participation
in Social and Individual Actions
Global Mexico Brazil Colombia Chile Argentina
Devotees 33% 50% 51% 49% 32% 33%
Hostages 9% 9% 12% 7% 8% 12%
Critics 25% 17% 16% 23% 39% 27%
Disengaged 16% 11% 11% 10% 7% 12%
Skeptics 18% 13% 10% 12% 14% 16%
Largest
segment
represented
as:
Increase/decrease
in
segment
size
of
at
least
3%
since
2010.
11

12. Resulting in a Higher Importance Placed in Social
and Environmental Issues When Deciding to Buy Products
All markets, 2010–2011
Always
Usually
Global 12 43
Chile 21 51
Mexico 17 54
Colombia 18 51
Argentina 19 47
Brazil 13 46
India 23 45
Spain 9 40
France 5 38
USA 5 31
UK 3 25
12

13. New Values Demand New Relationships
% Of People who Agreed on: Latam Global
The big companies should be involved in solving 80% 83%
the social and environmental problems
I trust more in those companies that behave
responsibily with the society and environment 77% 72%
Many companies try to be responsible with society
and environment just to protect their image 63% 64%
I would agree to pay 10% more for a product if it is
produced in a responsible and sustainable way 63% 53%
13

14. A Special Challenge for Brands:
Creating Value to Become Meaningful
14

15. Our Approach
Meaningful Brands
15

16. Quality is Perceived as a Mix of Outputs,
and Personal & Collective Outcomes.
Core: Personal Wellbeing
“Personal Outcomes”
Context: Collective Wellbeing
Community, Society, and the Environment
“Collective Outcomes”
16

17. Different Brands Follow Different Strategies
PERSONAL
Wellbeing
Meaningful Focus
Personal Focus
Collective Focus
COLLECTIVE
Wellbeing
17

18. Meaningful Brand Index:
A Vital Indicator of Brand Strength, Measuring the Quality of Outcomes
Meaningful Brand Index
§ Colective Solutions: 50% 50% § Personal Solutions:
Community, Social BSFQ MBI Human Wellness
and Global Wellness
Physical
Market
Financial
Workplace
Organiza&onal
Contribu&on
to
Community Performance
Contribu&on
to
Performance
Brand
Equity
Brand
Equity
Intelectual
Environment
Social
Management
&
Ethics
Emo&onal
Economy
Natural
18

19. The More a Brand Contributes to the Wellbeing of People, Society
and the Planet, the More Meaningful it Becomes
+
ρ= 0,818
-
Low Mid High
19

20. This Correlation Stands in Latin America, With a Higher
Presence of Meaningful Local Brands

21. That Varies Signficantly Among Different Industries
Meaningful Brands 2011 LATAM
Brands' positioning according to their Meaningful Brand Index and Attachment Score
6.500
How much would you care if the brand
Attachment Score (scale 1-7)
6.00
5.500
disappeared?
5.00
4.500
4.00
3.500
3.00
45
50
55
60
65
70
75
80
85
Meaningful Brand Index 2011
Auto Chemicals & Pharma Consumer Goods Finance & Insurance Telecom Retail Food & Beverage

22. As Well As Among Markets Due to Focus Differences Among
Outputs, Collective & Personal Outcomes
Meaningful
Brand
Matrix
A
food
brand
-­‐
USA
Same food brand in Brazil
“Me”
prevails
over
“them”
“Us” includes you and me
22

23. This Allows Brands to Define Roles Based
on What Really Matters for People
Consumer Insights Brand Roles Examples
Consumer insights & Brand’s context
Concerned and
powerless. Leader
Leader Company
Responsable
Consumption & Enabler
Life
Knowledge’s
Lagoons Mentor
Incentives &
Movilization
Promoter
Social Innovation Social Entrepreneur
Colaboration

24. Our approach:
Meaningful Communications
HM Intelligence BI 06/05/12 page 24

25. From Talking to Building Relationships and Trust

26. From
products
to
OUTCOMES
To Talking and Acting in Human Terms
Meaningful
Aspira&onal
Benefit
Talk
Think
Trust
De “Yo”onsumers
to
CITIZENS
From
C a NOSOTROS

27. The opportunity:
Being Meaningful in Latin America Pays
95%
88%
94%
83%
77%
75%
Brand
with
High
Meaningful
29%
Brand
Index
Familiarity Overal Impression Purchase Re-Purchasing Advocacy Quality of Life Attachment
Intention (No Intention (Clients) Contribution
Clients)
92%
79%
56%
52%
Brands
With
35%
Low
Meaningful
26%
23%
Brand
Index
Familiarity Overal Impression Purchase Re-Purchasing Advocacy Quality of Life Attachment
Intention (No Intention (Clients) Contribution
Clients)
The Higher the Meanigfulness, the Stronger the brand equity & reputation
HM Intelligence BI 06/05/12 page 27

28. Latin Americans are Open and Expect Brands to Act
1. Brand’s actions must relate with relevant values and be transparent for citizens to adopt them.
2. Brands should invite citizens to act, Latin Americans are active and committed.
3. Brands need to get really personal and take local action, Latin Americans are proud of their heritage.
4. Brands that act on the right social variables -when relevant- will trigger Latin Americans’ social
attitudes.
5. Meaningful brands have the strongest brand equity reputation and attachment indexes.

29. We Can Build a Meaningful Brand Together
Listen &
Discover
• Brand Diagnosis
MB Audit • Discovery of new Opportunities & territories
to reconnect with citizens
Learn & Create, Do
Measure & Communicate
Meaningful
MB Track Communications
Solutions
• Measuring & Tracking • Meaningful Brand Ideas generation
• Learning and reinventing • Activation & Communications Plan
29

30. If you want to know more about Meaningful Brands and our Pan Regional
Communication Services in Latin America, please contact us to:
Mauricio Montenegro
Marketing & New Business Director
Havas Media International Miami
mauricio.montenegro@havasmedia.com
+1(305)702-1576