FOLLOW THE MONEY. Finding Growth in Uncomfortable Places. Presentation title here and can run to two lines 24pt. Subheading here 22pt

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1 FOLLOW THE MONEY Finding Growth in Uncomfortable Places Presentation title here and can run to two lines 24pt Subheading here 22pt Presenter names here 16pt Date runs here 16pt Project reference 16pt Marketing Week Insights Forum March 7, 2018

2 TOP BUSINESS PRIORITY 2016 Gartner global survey of CEOs and senior executives (one of top three) 58 % 1. Growth 31 % 2. IT transformation

3 GROWTH HAS SHIFTED Illustrative of topline growth challenge FTSE profits in 5 years prior to 2017 Top 700+ global firms based in developed markets 25 % +2 % Domestic companies

4 Different Stuff: Long-range deceleration is underway in global FMCG % Change Year Over Year In Global Sales Global Economy Global FMCG Source: Dun & Bradstreet's Global Economic Outlook 2013 to Kantar Worldpanel, Projected forecast based on trended Value Sales; Source: Kantar Worldpanel TAM June 2015 France, UK, Spain, Portugal, Ireland, Venezuela, Argentina, Brazil, Bolivia, Colombia, Mexico, Ecuador, Chile, CAM, Peru, Ghana, Nigeria, India, China, South Korea, Malaysia, Philippines, Taiwan, Thailand, Vietnam 4

5 The Retail World of 2025 in One Slide Growth coming from uncomfortable places ecommerce is by far the largest single (organized) trade format in the world 27% of global organized retail Mass and Hypers less than 10% of global retail Discount is a larger channel than hypermarkets globally small box (discount, drug, c-store) 2.5x hypers Category specialist retail almost the size of supermarkets U.S. and China only 1/3 of global growth in dollar terms New Growth Math: Turkey > UK Poland > Germany Saudi Arabia > France Indonesia > Japan India almost equals China Source: KantarRetailiQ.com

6 GROWTH HAS SHIFTED Big companies still earn most of the revenue But they command none of the growth.

7 OUTSIDE THE COMFORT ZONE (2016 Innosight global survey of senior executives at $1B+ firms) NEW WAYS OF WORKING (2016 LinkedIn survey of sales & marketing professionals in U.S., U.K., Australia, India & SE Asia) 66 % Organization recognizes need to transform due to disruption 70 % When sales and marketing are aligned, customers have a better buying experience Yet (2016 Deloitte/Board Network global survey of directors at public & private companies) 54 % Company moving slower than the market ONLY 4 % Company willing to take big bets ONLY 15 % Very confident company can transform over next 5-10 years ONLY 35 % Radical innovation formally on board agenda

8 The 20th century mass production world was about dozens of markets of millions of people. The 21st century is all about millions of markets of dozens of people. JOE KRAUS INTERNET ENTREPRENEUR AND VC SMALL is the new BIG

9 Scaling small niches into big businesses = Leverage WHOLE Demand

10 Retail, Sales & Shopper Strategy WHOLE DEMAND STRATEGY Brand & Marketing End-to-end solutions. From Strategy to Activation. Connecting Marketing & Sales. To find and drive growth. Execution

11 GROWTH POINTS OF EMPHASIS (W)ide Angle Lens See opportunities beyond your brand, category definitions and siloes

12 GROWTH POINTS OF EMPHASIS (H)uman-Centric Understanding Consumer/shopper insights need to broaden into human insight

13 GROWTH POINTS OF EMPHASIS (O)ptimize Everything Reroute unprofitable spending into fuel for real growth

14 GROWTH POINTS OF EMPHASIS (L)earning Obsessed Organization Both your people and your company must constantly learn

15 GROWTH POINTS OF EMPHASIS (E)xperience-Centric Category/Brand Strategy Reaching the brand into people s lives, and bringing it to life

16 Our WHOLE Demand Thinking and Delivery Questions to ask ourselves about each client project to make sure we re using WHOLE thinking W IDE-ANGLE LENS HUMAN-CENTRIC OPTIMIZING VALUE LEARNING OBSESSED EXPERIENCE-CENTRIC Did we look into uncomfortable places? Did we look into the human side of the brief and delivery? Did we deliver a measurable commercial impact? Did we build new world capability with our clients? Did we think about both marketing and sales?

17 WHOLE DEMAND GROWTH BRAND & MARKETING MENTAL PHYSICAL RETAIL. SALES & SHOPPER CREATION X CONVERSION TOTAL COMMERCIAL INVESTMENT PROFITABILITY

18 FOLLOW THE MONEY Finding Growth in Uncomfortable Places Presentation title here and can run to two lines 24pt Subheading here 22pt Presenter names here 16pt Date runs here 16pt Project reference 16pt Thank you!

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