1.EUROPE ROCKS! PART TWO Paal-Andr Schwital Partner and Chairman of the Board, Metro Branding (Norway) Member of the International Content Marketing Forum (ICMF)

2. INTRODUCTION 3. OUR BUSINESS MODEL: FOUR BUSINESS MODEL: FROM STRATEGY TO DESIGN AND EFFECTIV METRO BRANDING BUSINESS MODEL: FROM STRATEGY TO EFFECTIV COMMUNICATIONGY TO DESIGN AND EFFECTIV COMMUNICATION INSIGHT BRAND STRATEGY USP POSITIONING CORPORATE IDENTITY CONCEPT DEVELOPMENT COMMUNICATION CONTENT MARKETING PR MARKETING MIX INNOVATION 4. BRAND REPUTATION & IMAGE BRAND PLATTFOR M Behaviour Employees Products & Services CommunicationVisual Identity IDENTITY HOLISTIC APPROACH CORPORAT E 5. Mission: Making it possible Philosophy: Making it simple Result: Making a difference 6. NORWAY: MOBILE FIRST 7. SMARTPHONE PENETRATION 8. of all Google searches in Norway performed on smartphones 39 % 9. 84 % of Norwegian smartphone owners have made Local Search 77% have taken actions after Local Search 10. 61 % of the Norwegians have access to tablets Up from 37% in 2012 11. WE BELIEVE IN CONTENT More than 50% of the Norwegian businesses plan to spend more on digital content in 2014 compared to 2013 (retail: 71%). 3 out of 4 believe in the positive effects of content marketing. 84% measure the effect of their content marketing (traffic stats, time spent, feedback, loyalty, sales). Only 17% have internal resources dedicated to content marketing. 55% do NOT have a clear content strategy. 12. RESPONSIVE DESIGN: 3/10 13. BREAKING NEWS: APRIL 9TH 2014 Mobile penetration: Now 81% Bought 950,000 tablets 2013 (up 90% from 2012) Bought 2,500,000 mobile phones 2013 (up from 2,200,000 in 2012). REMEMBER: ONLY 5,000,000 INHABITANTS!!! 90% of the phones were smartphones. Searching, banking, shopping. THE PC IS DEAD? Early adopters country/Look to Norway: MOBILE FIRST! (Why? Oil driven economy + affection for gadgets) 14. NETHERLANDS: TAILOR-MADE Client: KLM Agency: Born05 15. IFLY MAGAZINE iFly Magazine is a strong customer relation medium 1:1. Offers the readers relevant personalized information. All orientation information is captured. Reading behavior enriches the KLM customer profiles for commercial follow up. 16. DATA INTELLIGENCE 17. AVERAGE READING TIME: 8 MINUTES. 18. THE READERS LOVE IT 19. GERMANY: DAS AUTO Client: Volkswagen Agency: KircherBurkhardt 20. UNITED KINGDOM: SOCIAL MEDIA Client: Mazda Agency: Redwood 21. EKSEMPLER 22. EUROPE ROCKS! PART THREE (LONDON CALLING)