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Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

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Oι νέες τεχνολογίες και τα ψηφιακά μέσα και κανάλια απελευθερώνουν τη δημιουργικότητα και μπορούν να συμβάλλουν αποτελεσματικά στο χτίσιμο ενος ισχυρού brand, που διασκεδάζει, φέρνει σε επικοινωνία, προκαλεί το διάλογο, ενθαρύνει τη συμμετοχή, και τελικά δημιουργεί μια μοναδική εμπειρία στον καταναλωτή. Στην κεντρική παρουσίαση του συνεδρίου, ο κ. David Pugh-Jones, Creative Strategist και evangelist της MSN Advertising Solutions θα εστιάσει στην ψηφιακή δημιουργικότητα και την εξέλιξη των online διαφημιστικών ευκαιριών σήμερα και στο μέλλον, εξηγώντας γιατί τα brands οφείλουν σε διαρκή βάση να αναθεωρούν τον τρόπο που επικοινωνούν και αγγίζουν τους καταναλωτές. Στην παρουσίαση θα γίνει επίδειξη rich interactive εφαρμογών με παραδείγματα του πως πελάτες, agencies και δημιουργικοί μεταφέρουν το innovation και τη δημιουργικότητα σε ενα νέο επίπεδο. Επιδείξεις καινούριων, συναρπαστικών τεχνολογιών παράλληλα με διαφημιστικές εξελίξεις στο mobile, το gaming και την επόμενη γενιά online video περιεχομένου.

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Page 1: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Branding strategies in an ever changing digital world

David Pugh-JonesCreative Strategist EMEA Microsoft Advertising

Seismic ShiftContent Advertiser amp Consumer

Passive Engagedgt

Interrupt Relevantgt

Mass Targetedgt

Broadcast Interactivegt

30 Seconds Extended timegt

Advertiser Control Consumer Controlgt

Publisher Timetable My Timetablegt

Single platform Multiple Media Platformsgt

ldquoTime is being created that didn‟t exist beforerdquo

- farfar Stockholm Sweden

Where I want itWhen I want it How I want it

Publisher Control

Consumer Control

lsquoIf you talked to consumers the way advertising talked to consumers theyrsquod punch you in the facersquo

Hugh Macleod gapingvoidcom

Attract

Engage

Excite

The Essence of True Creative Marketing

How do we bring advertising to life

Creativity is the key to

consumer engagement

lsquoThe trade of advertising is now so near perfection that it is not easy to propose any improvementrsquo

Samuel Johnson 1759

The world‟s longest ad

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 2: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Seismic ShiftContent Advertiser amp Consumer

Passive Engagedgt

Interrupt Relevantgt

Mass Targetedgt

Broadcast Interactivegt

30 Seconds Extended timegt

Advertiser Control Consumer Controlgt

Publisher Timetable My Timetablegt

Single platform Multiple Media Platformsgt

ldquoTime is being created that didn‟t exist beforerdquo

- farfar Stockholm Sweden

Where I want itWhen I want it How I want it

Publisher Control

Consumer Control

lsquoIf you talked to consumers the way advertising talked to consumers theyrsquod punch you in the facersquo

Hugh Macleod gapingvoidcom

Attract

Engage

Excite

The Essence of True Creative Marketing

How do we bring advertising to life

Creativity is the key to

consumer engagement

lsquoThe trade of advertising is now so near perfection that it is not easy to propose any improvementrsquo

Samuel Johnson 1759

The world‟s longest ad

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 3: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

ldquoTime is being created that didn‟t exist beforerdquo

- farfar Stockholm Sweden

Where I want itWhen I want it How I want it

Publisher Control

Consumer Control

lsquoIf you talked to consumers the way advertising talked to consumers theyrsquod punch you in the facersquo

Hugh Macleod gapingvoidcom

Attract

Engage

Excite

The Essence of True Creative Marketing

How do we bring advertising to life

Creativity is the key to

consumer engagement

lsquoThe trade of advertising is now so near perfection that it is not easy to propose any improvementrsquo

Samuel Johnson 1759

The world‟s longest ad

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 4: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Where I want itWhen I want it How I want it

Publisher Control

Consumer Control

lsquoIf you talked to consumers the way advertising talked to consumers theyrsquod punch you in the facersquo

Hugh Macleod gapingvoidcom

Attract

Engage

Excite

The Essence of True Creative Marketing

How do we bring advertising to life

Creativity is the key to

consumer engagement

lsquoThe trade of advertising is now so near perfection that it is not easy to propose any improvementrsquo

Samuel Johnson 1759

The world‟s longest ad

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 5: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Publisher Control

Consumer Control

lsquoIf you talked to consumers the way advertising talked to consumers theyrsquod punch you in the facersquo

Hugh Macleod gapingvoidcom

Attract

Engage

Excite

The Essence of True Creative Marketing

How do we bring advertising to life

Creativity is the key to

consumer engagement

lsquoThe trade of advertising is now so near perfection that it is not easy to propose any improvementrsquo

Samuel Johnson 1759

The world‟s longest ad

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 6: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Consumer Control

lsquoIf you talked to consumers the way advertising talked to consumers theyrsquod punch you in the facersquo

Hugh Macleod gapingvoidcom

Attract

Engage

Excite

The Essence of True Creative Marketing

How do we bring advertising to life

Creativity is the key to

consumer engagement

lsquoThe trade of advertising is now so near perfection that it is not easy to propose any improvementrsquo

Samuel Johnson 1759

The world‟s longest ad

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 7: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

lsquoIf you talked to consumers the way advertising talked to consumers theyrsquod punch you in the facersquo

Hugh Macleod gapingvoidcom

Attract

Engage

Excite

The Essence of True Creative Marketing

How do we bring advertising to life

Creativity is the key to

consumer engagement

lsquoThe trade of advertising is now so near perfection that it is not easy to propose any improvementrsquo

Samuel Johnson 1759

The world‟s longest ad

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 8: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Attract

Engage

Excite

The Essence of True Creative Marketing

How do we bring advertising to life

Creativity is the key to

consumer engagement

lsquoThe trade of advertising is now so near perfection that it is not easy to propose any improvementrsquo

Samuel Johnson 1759

The world‟s longest ad

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 9: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

How do we bring advertising to life

Creativity is the key to

consumer engagement

lsquoThe trade of advertising is now so near perfection that it is not easy to propose any improvementrsquo

Samuel Johnson 1759

The world‟s longest ad

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 10: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Creativity is the key to

consumer engagement

lsquoThe trade of advertising is now so near perfection that it is not easy to propose any improvementrsquo

Samuel Johnson 1759

The world‟s longest ad

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 11: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

lsquoThe trade of advertising is now so near perfection that it is not easy to propose any improvementrsquo

Samuel Johnson 1759

The world‟s longest ad

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 12: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

The world‟s longest ad

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 13: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 14: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 15: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 16: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 17: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 18: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 19: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 20: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 21: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 22: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 23: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 24: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 25: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 26: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 27: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 28: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 29: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 30: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 31: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 32: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 33: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 34: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 35: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 36: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 37: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 38: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 39: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 40: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 41: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 42: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope

Page 43: Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope