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A StoryConnect@Omnicom 2015 Report

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TABLE OF CONTENTS

3 StoryConnect @ Omnicom at SXSWi 2015 4 StoryConnect @ Omnicom Lounge 5 SXSWi 2015 By the Numbers 7 SXSWi 2015 By Trend 7 Gaming

8 Food

9 Start-Ups

10 Music & Sports

11 Healthcare

12 StoryConnect@Omnicom SXSW Team13 About Us Connect With Us

3 StoryConnect@Omnicom at SXSWi 20154 StoryConnect@Omnicom Lounge 5 SXSWi 2015 By the Numbers7 SXSWi 2015 By Trend8 Gaming

9 Food

10 Start-Ups

11 Music & Sports

12 Healthcare

13 Connect With Us15 About Us

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Powered by Resolution Media, FleishmanHillard, and Annalect’s data intelligence suite, StoryConnect @Omnicom provided a content newsroom for SXSW Interactive 2015. An always-on, data-driven, socially -enabled, content and advertising center, this official SXSW lounge allowed visitors to see news, trends and surprises from SXSW as we made big data small.

The Resolution, FleishmanHillard, and Annalect partnership represents the only global content marketing offering that leverages enterprise media monitoring with audience and advertising data to amplify programs through paid media – all of which is measured at the scale of a global holding company, Omnicom. The value proposition of the combined agencies is focused on “Data-Driven Content that Performs.” The partnership combines:

• FleishmanHillard’s best-in-class social and traditional media monitoring (FH TrueIQ) and content marketing (FH ContentWorks) at global scale and consistency

• Resolution Media’s proven audience segmentation (ClearTarget) and measurement capabilities (in conjunction with Annalect data sources and

tools), as well as global enterprise paid social (Current@Resolution) and paid search capabilities

• Annalect’s proprietary publishing platform (Assembly) that delivers data visualization and insights, inside a secure, collaborative environment

Here, we’ve compiled the top insights and trends coming out of SXSWi 2015 to help your brand be at the forefront of relevant conversations in the year to come.

SXSW INTERACTIVE 2015An incubator of cutting-edge technologies and digital creativity, the annual SXSW Interactive Festival in Austin, Texas, features five days of compelling presentations and panels from the brightest minds in emerging technology, scores of exciting networking events hosted by industry leaders, and an unbeatable lineup of special programs showcasing the best new websites, video games and startup ideas the community has to offer. From hands-on training to big-picture analysis of the future, SXSW Interactive has become the place to preview the technology of tomorrow today.

STORYCONNECT@OMNICOM

at SXSWi 2015

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Located at the JW Marriott in the heart of downtown Austin, the lounge allowed visitors to view real-time insights via thirteen data visualization screens. As the technology tracked and reacted to the top topics at SXSW, visitors could personally interact with the technology via touchscreen, revealing custom conversation dashboards related to specific topics of interest, and isolating any extraneous chatter.

Each day, we curated, monitored, amplified, and optimized content around one of five topics, in order to change the way both attendees and non-attendees experienced the energy, excitement, and innovation of SXSWi 2015.

GAMING FOOD START-UPS MUSIC & SPORTS HEALTHCARE

The pressing need at a show with the magnitude of SXSW is helping participants keep up. With so much to do and so little time, they need a way to prioritize and avoid FOMO – the fear of missing out. We used our approach to data intelligence to catch them up on things they may have missed, and reveal the people, events, and innovations making the biggest splash, so they can tailor their SX experience to be the most significant and impactful.

STORYCONNECT@OMNICOM LOUNGE

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THE FUTURE OF VIDEO SHARINGYou couldn’t turn a corner, go to a bar, even check Twitter without hearing about SXSW’s breakout app, Meerkat. Ironic, since Twiter banned the live-streaming app from it’s social graph right as SXSW was kicking off. Be it Twitter’s sanctions or the bright yellow shirts sporting the Meerkat logo that dotted the SXSWi crowds, the perform storm of promotion catapulted Meerkat into the SX record books, with a 30% growth in users daily during the festival. Whether or not the app will be around by next year’s SXSW, only time will tell, but its rise has AdWeek predicting a “new adoption of video and personal sharing,” a trend paved by apps like Snapchat and Instagram.

VIRTUAL REALITYGaming may still be struggling to earn its fair share of voice among the music and film crowds at SXSW, but across the river at the SXSW Gaming Expo, virtual reality had everyone talking. Both traditional gaming brands and brands just wanting in on the action (Mazda actually had the most mentions of any brand) are taking the bold step off of the screen and into reality. Transcending gaming, the push to get off the couch and get moving is a trend affecting many verticals, breaking through the clutter with immersive experiences requiring a more active presence.

SXSWi 2015 | BY THE NUMBERS

Sifting through the mountains of information generated at SXSW, StoryConnect@Omnicom tracked and analyzed top trends and conversations to determine the winners, the losers, and who and what at SXSW are shaping the future.

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GLOBAL INVOLVEMENTSXSW has always been a convergence of the factions: music, film, brands, agencies – and maybe a few hippies. But in a growing trend of global interest in festivals like SXSW, countries have been turning up to support their native start-ups, and in turn, their nation’s technology and innovation industry. As this continues, it could facilitate relationships and partnerships between start-ups and their governing bodies, allowing greater access to advances in science, medicine, technology, communication (to name a few) and promoting collaboration to solve problems that transcend country lines.

CONTEXT IS QUEENIf you had any doubts about the old saying, quash them. In a world of competing music vendors – iTunes, Google, Pandora, Spotify, artists themselves – one thing is certain: listeners no longer identify with one genre, they identify with mood. Blame it on our upbringings – teachers and parents urging us to identify which face on the chart best matches our feelings – or our fear of committing to just one genre; whatever the reason, music brands have picked up on this shift, and our now aligning their music (playlists, discovery, even classifying artists) with moods and situations. Working out? There’s a playlist for that, all searchable by types of workout, age, gender, rhythm. Turns out, the marketers were right: to reach your audience, you must consider their location, mood, and actions in this very moment.

SXSWi 2015 | BY THE NUMBERS - cont’d

VIDEO: SXSW Recap 2015Resolution Media and FleishmanHillard

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Across the river from the StoryConnect@Omnicom lounge, the SXSW Gaming expo brought together brands, thought leaders and fans to talk about the future of gaming.

The winner? Clearly Game of Thrones. Not only did GOT game makers win share of voice on the trending #Telltale Storytelling Panel, but they scored quite a few of total gaming mentions. Mazda also came out on top, with its virtual driving experience earning them 482 mentions.

The loser? Well, gaming. While its cultural importance is obvious in mainstream channels, SXSW Gaming is still trying to carve its niche. Gaming earned 9% of the total SXSW share of voice, while music still proves to be the ultimate conversation-starter.

Storytelling and virtual reality are the true trends to keep an eye on. Brands that integrate scripted, dramatic content with gaming in a seamless way are winning —and will continue to do so.

SXSWi 2015 | BY TREND

GAMING

VIDEO: SXSW Gaming Trends 2015

INFOGRAPHIC: Gaming at SXSW Day 1

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The real reason everyone flocks to Austin year to year? The food (and drinks). The most talked about foods led us to the longest lines that led us to the food trends we expect to dominate 2015.

Unique fusion proved to be the way to go: Chi’lantro, a surprisingly pleasing blend of Mexican fare and Korean BBQ received more mentions than any other SouthBites food truck. But whether it’s Korean, American, or downright Texan, BBQ seems to win every time. Sorry tacos. Of all the crave-worthy cuisine, at the end of the day, SXSW is really more concerned about their cocktails. Of all the food-related conversations, drinks dominated with 54% share of voice, followed by breakfast with 26%. We’d say the craft cocktail trend is here to stay. Austin has a knack for setting the food truck trends. This year’s trend? Getting out of the trucks and into brick and mortar establishments. With the popularity and saturation of food trucks picking up over the past five years, chefs and mobile restaurateurs are looking for the next big thing – is it sustainability or is it the most obscure mash-up? If SX fans have a say, it’s looking good for the Oreo-Churro.

SXSWi 2015 | BY TREND

FOOD

INFOGRAPHIC: What’s Cooking at SXSW Day 2

VIDEO: SXSW Food Trends 2015

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With the colossal number of start-ups that flock to SX, critics claim each year looks a little more formidable for those hoping to stand out. With this year’s trends and breakouts, they might have to rethink that.

Dubbed the first real SXSW breakout star since Twitter, Meerkat allows users to live stream their surroundings to their followers. Those followers sync with a user’s Twitter followers – well, they did, until Twitter pulled that plug. While the set back didn’t affect Meerkat in the least (the company reported their users grew 30% daily during SXSW), it raises a host of questions about the future of personal live broadcast and privacy rights. Another nod for start-up success? Start-ups were mentioned 32,944 times in social conversations, 47 percent of those about startups related to audio and music. Other notable start-ups focused on social good and ways to help small businesses succeed, like Honest Dollar, this year’s ReleaseIt Pitch Competition winner, who’s providing amazingly affordable retirement plans to small companies.

And finally, it seems they’re doing something right if they’re getting global attention - France, Germany, Ireland, Israel and Spain showed up in Austin to support their native startups and do their part to create environments conducive to entrepreneurs. From year to year, the global interest in startups and their capacity to effect change grows. Turns out, even nations suffer from FOMO.

SXSWi 2015 | BY TREND

START-UPS

VIDEO: SXSW Start Up Trends 2015

INFOGRAPHIC: Startup Madness at SXSW Day 3

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Music historically dominates the SXSW conversation. Combined with SX sports and the non-stop chatter around March Madness, StoryConnect@Omnicom was able to analyze a range of conversations to reveal insights and trends coming out of the entertainment world.

Ronda Rousey earned a new title at SX this year: most talked about panelist at SX Sports. Her panel, “UFC: Women Breaking Ground Inside the Octagon,” gave further proof for the rise in women’s interest and participation in the conversation around sports. In fact, 42% of #SXsports mentions came from women.

Spotify, Pandora and Soundcloud put up a good fight to come out on top at SXSW, representative of the larger battle music entities are fighting to be the go-to source for music for fans. SoundCloud dominated 56% of the conversation, more than Spotify and Pandora’s share combined. For the industry as a whole, trending conversations denounced music genres, instead highlighting a focus on appealing to listeners’ context and mood. With access to such a wide variety of music via apps like Spotify, fans have an easier time identifying their current state versus their favorite type of music.

SXSWi 2015 | BY TREND

MUSIC & SPORTS

INFOGRAPHIC: Music and Sports at SXSW Day 4

VIDEO: SXSW Music Trends 2015

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Conversations coming out of SX Health focused not only on cutting-edge technologies being applied to medicine (like using 3D printing to create transplantable body parts), but on how to learn from the tragedies and epidemics of the past year and apply experiences to make the future a better place.

Seen at SXSW: granola-eating health nuts and carnivores consuming upwards of 40 pounds of BBQ – all sporting some kind of fitness wearable. Within the assortment of athletic accessories, Fitbit dominated the SX conversation, with 82% share of voice, despite Samsung’s large presence at the festival.

It’s nothing new - every year, some technology, idea or trend promises to end world hunger, solve world peace, or give you six-pack abs while sitting on the couch watching Netflix. Whether or not any of these applications make it to the masses, the groundbreak-ing discussions had at SXSW spur conversations that made attendees and non-attendees alike consider the future of health and medicine and its effect on their own lives. In one of the most talked about pan-els coming out of SX Health, Malcolm Gladwell and Bill Gurley discussed … well, a lot. But some of the most interesting topics included technology’s role, both good and bad, in the healthcare system, and how the government’s involvement is changing the future of medicine. A small example of a big trend: how can individuals play an active role in their own wellbeing with the changes in policy and growth in government involvement.

Other social conversations highlighted a shift in focus to global well-being – understanding that health is a concern that transcends borders. The ongoing fight against Ebola and other epideics made up 15% of all SXSW Health conversations, discussing improvements to biomedical suits that will expedite response times, and monitors to detect symptoms in first-responders.

SXSWi 2015 | BY TREND

HEALTHCARE

VIDEO: SXSW Healthcare Trends 2015

INFOGRAPHIC: Thinking Health at SXSW Day 5

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VIJI DAVISChief Marketing OfficerResolution Mediavdavis@resolutionmedia.com

DARRELL JURSASenior Vice President & PartnerFleishmanHillarddarrell.jursa@fleishmanhillard.com

JOE RAAENGlobal Strategic PartnershipsAnnalectjoe.raaen@annalect.com

CONNECT WITH US

#StoryConnect

www.ResolutionMedia.com www.FleishmanHillard.com www.Annalect.com@ResolutionMedia @Fleishman @Annalect

ABOUT RESOLUTION MEDIAResolution Media, an Omnicom Media Group company, is one of the largest digital performance agencies in the world. The company manages more than $1.2B in media investments, with more than 1,350 specialists in 60+ offices worldwide. Resolution’s international network delivers digitally-integrated, full-service solutions in the areas of search, social, local, mobile, behavioral and content marketing.

ABOUT FLEISHMANHILLARDFleishmanHillard is the world’s most complete global communications firm, specializing in public relations, public affairs, marketing, paid media, and transmedia and social content. FleishmanHillard delivers on The Power of True, reflecting the firm’s high values, and unique ability to guide clients through a world demanding unprecedented authenticity and transparency. FleishmanHillard is part of Diversified Agency Services, a division of Omnicom Group Inc., and has 80+ offices in 30 countries, plus affiliates in 42 countries.

ABOUT ANNALECTData driven marketing solutions are often complex, but working with a partner to deploy them should be simple. We’re not a technology or data company claiming to understand marketing. We’re marketers first. By way of Omnicom, wecome from creative, media, public relations, direct response and other core marketing disciplines to offer solutions that solve your marketing problems. How do we know they work? Because we’ve been there before, just like you.

ABOUT US