Next20 EMEA Content & Presentation Summary
Day 2
Day 1
Event Overview
Performics Internal Teams History of Performics 2018 Strategic Priorities Growth Solutions, Part 1 Morning: Performics Internal Teams: Growth Solutions, Part 2 Afternoon: Clients, Press & Partners An AI-Driven Future The Changing Landscape for Advertisers & Agencies Commerce Marketing in 2038 The Next Generation of Commerce & Voice Shopping A Brief History of Media 2
Agenda, Day 1 Internal Teams 1. 2. 3. 4. 5. 6. 7. 8.
Performics @ 20 2018 Strategic Priorities EMEA Regional Updates Intent Based Planning Performance Suite Commerce Conversion Optimization Voice
Performics @ 20
Key Takeaways: • We were founded in 1998 as Dynamic Trade. • Mission is similar to today: “To be the leading provider of… performance-based solutions to enhance marketers’ e-commerce offerings. We will provide best-in-class full-service solutions and employ the best value of technology for our clients.” Performics’ Present & Future: • The Performics 2018 & Beyond plan is founded upon 3 Strategic Priorities: 1. Elevating the Brand 2. Solutions Consulting
David Gould Global Brand President This session covered Performics’ history from its founding to today, our brand evolution, plus our plans for 2018 and beyond.
3. Global Distributed Delivery • The creation of the Global Steering Committee reflects our plans to move from a federation to a Global Network. The GSC is comprised of market leads from our top 8 Markets and the Global Executive team. • Our 2018 Brand Refresh will better reflect our positioning, including new language and a new logo. 4
Performics Past: 20 Years of History PFX founded as a top 3 Affiliate Network
SEO launch
1998
2003
2001
Paid Search launch
DoubleClick launches DART Search (w/ underlying PFX ConnectCommerce Tech)
2004
Acquired by DoubleClick
2006
Media & Content align under Performance Services Social & Display media launch
2008
Acquired by Google Acquired by Publicis
2010
Expansion to 26 countries
2011
2012
Global expansion under ZenithOptimedia (3 centers: Chi, London, Singapore) PFX APAC Launch
Expansion to 50 countries
2014
Intent-Based Planning launch
2015
Expansion to 57 countries
2016
PFX becomes a PM brand
2017
2018
20th Anniversary!
Commerce launch
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Performics Next 20: 2018 & Beyond
GLOBAL DISTRIBUTED DELIVERY GDD-powered model to drive operational excellence and continuous improvement
ELEVATING THE BRAND Elevate the visibility of the Performics brand both inside the Groupe and the marketplace
All driven and supported by our Current and Emerging Capabilities, Global Operations and PM/Groupe support
SOLUTIONS CONSULTING Becoming a trusted partner in driving business solutions with our clients
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Key Takeaways: • Elevating The Brand: The Growth Team is dedicated to brand and revenue growth both within Publicis and externally in the marketplace. By elevating the brand, we attract and retain great talent and have greater and more frequent business leads.
2018 Strategic Priorities This session reviewed our three strategic pillars and our focus on Growth Solutions.
• Solutions Consulting: We want to become strategic performance consultants, delivering best-in-class Performance solutions for superior client business impact. • Global Distributed Delivery (GDD): Utilization of global teammates in key local markets gives us the ability to address client concerns quickly and efficiently.
Next Steps: • Visit the new Growth Solutions Hub on OneSpace, which teaches teammates how to market and implement our proprietary tools. • Key Contacts for Questions/Opportunities: • Elevating the Brand: joe.reinstein@performics.com, amy.eckert@performics.com, dan.malachowski@performics.com • Solutions Consulting: erin.lanuti@performics.com, jonah.berger@performics.com, paul.dejarnatt@performics.com • Global Distributed Delivery: craig.greenfield@performics.com and kara.loquist@performics.com
Craig Greenfield Chief Operating Officer
Joe Reinstein Global Growth Officer
Erin Lanuti Global Performance 7 Solutions Officer
Elevate the Brand: The Growth Team Strategic Plan Growth Team Mission: Generate massive brand and revenue growth
MARKETING Build the PFX brand Make PFX famous Generate Leads Enable Teams
BUSINESS DEVELOPMENT Win new business +$30M revenue goal
Target: Internal and external leaders in Publicis Groupe and the marketplace
Leverage advantaged tools and processes to drive differentiation and results and win in the marketplace
Solutions Consulting: The Performance Solutions Mandate
Become strategic performance consultants pushing both ourselves and our clients to reimagine our use cases and boundaries beyond search. Develop performance solutions across the entire marketing mix that deliver superior business impact and client satisfaction. 9
Global Distributed Delivery: Utilizing the GDD to support Solutions Consulting For a Full GDD overview: Continue to Page 12
Global Performance Solutions Consultants are developing and refining solutions that can be executed globally.
Solutions are designed for integration with the GDD services to enable standardization and scale of methodology globally.
Team will work in concert with Global Project Management and GDD to develop the process including design, delivery and funding/ resourcing models.
GDD may also be engaged for engineering including the development of applications such as Discoverability.
EMEA Regional Update A detailed look at the EMEA Digital Industry, business updates and future trends, and a number of case studies highlighting the great work being done in the region. Alessio Angiolillo MD Italy
Jon King UK CEO
Key Takeaways: • Our teams are huge! We have 1240 staff across 29 markets in the region! • We aren’t far behind the US in terms of revenue generated.
• Our revenue is much more evenly split across channels, but we need to grow our AOR client base. • Huge growth and client wins across the region, delivering innovative award-winning work for many clients. 11
Revenue by category €45.7m
APAC
30%
EMEA
24%
22%
€116.2m
23%
30% €139.7m
Americas
Global
0%
10%
20%
30%
Paid Search
40%
50%
SEO/CRO
60%
Social
70%
80%
90%
100%
Other 12
Intent-Based Planning Intent-Based Planning has historically been provided as an additional service offering to our clients by Planning and Insights. Overtime, it has become one of the core tenants to our differentiated story and our promise to clients. Therefore, there is now a need to make Intent-Based Planning accessible to everyone at Performics and empower the media practice to lead its application. In this session we introduced Intent Segmentation and IntentBased Competitive Audit as the fundamental deliverables of IBP and showed different applications and case studies.
Key Takeaways: • IBP is Performics’ way to personalize experiences and integrate our offerings around consumer intent. • A do-it-yourself toolkit will be rolled out in Q4. Ciara Smith Content Strategist
Next Steps: • Check the Growth Solutions Hub for updates and content in the near future 13
Burcu Agma Group Director, Planning and Insights
A framework that uses digital signals to understand consumer Mindsets
A bottom-up approach to planning media and messaging
IDENTITY
Defined
MINDSET
Identified
MOMENT CONTEXT
INTENT
Uncovered
BEHAVIOR
Observed
Results
Performance Suite This session reviewed opportunities within Performance Media, including expanding our capabilities in programmatic through PMX Precision, and by utilizing the Darwin Performance Search Suite to use rapid-deploy analytics on behalf of our clients.
Key Takeaways:
• Partnership opportunities exist with Precision – it’s our job to help identify them to expand client opportunities.
Kristen Kelly Paul DeJarnatt Executive Vice President, Senior Vice President, Publicis Media Precision, Global Performance EMEA Media
• The Darwin Suite is already driving peak performance on behalf of many existing clients.
Next Steps: • Opportunity to scale adoption of the Darwin Suite exists – Contact Paul.DeJarnatt@Performics.com to explore if your client meets the minimum spend requirements.
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Eleanor Hill Business Director, Performance Media
Alex Campbell Head of Performance Media, UK
The Darwin Performance Search Suite What is it? Turn-key analytics suite designed to deliver comprehensive performance improvement on all aspects of search
What does it do?
Performance Diagnosis
Yield Optimization
Scenario Planning
Anomaly Detection
Daily Pacing
Competitive Monitoring
Trending Keywords
• Is it real? • Already utilized in the US, with $400 Million in client spend running through Darwin
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Commerce as a Growth Driver This session covered how global marketplace commerce is growing rapidly, yet invests are 4x lower than in traditional search. Marketplace advertising is a huge opportunity for Performics, and proprietary tools such as Caiman can support teams as a unique offering. Key Takeaways: • Global marketplace commerce is growing rapidly • Clients are looking for Commerce solutions so it is an exploitable growth opportunity • Our Marketplace solutions are uniquely positioned to facilitate this opportunity • Our automation tools are our key capabilities ensuring competitive advantage Next Steps: Ingo Kahnt Managing Director, Germany
Jonathan Lewis-Jones Global Commerce Director, Publicis Media
• Contact ingo.kant@Performics.com for questions on Commerce and ram.singh@performics.com for Caiman 17
Conversion Optimisation Review of Conversion Optimisation as a growth solution, focusing on the benefits of thinking owned first before undertaking an acquisition campaign brought to life with a few UK case studies. Matthew Morgan
Andrea Haaser
Angus Deuchar
Business Director, UK
Owned Strategy Director, UK
Business Director, UK
Key Takeaways: • Often on-site conversion rates can make media goals unachievable, so make sure to incorporate UX thinking into any planning process
• In order to be provable and iterative, hypotheses need to be measurable and provide a clear rationale • Including CO into an engagement affects all traffic, increasing ROAS but also including all improvements into total ROI Next Steps: Get in touch with jonah.berger@performics.com and angus.deuchar@performics.com to get started with CO today. 18
Voice Search The session focused on the impact Voice is having on our daily lives and in our client conversations. We looked at how consumers interact with different devices, uncovered why Voice is the most disruptive opportunity for marketers, and shared examples of the great Voice work already being done in the Groupe. Key Takeaways: • The Voice proposition will continue to evolve with the constantly changing landscape, so we can’t rest. • Voice Discoverability Audits are in production.
Jonah A. Berger VP/Director, Performance Content
Next Steps: Jasdeep Mondae Biddable Director
• Contact Jonah.Berger@performics.com to gain access to Voice resources, identify local Voice compliant clients, and get in touch with the GDD to help scale your local Voice efforts. 19
Day 2 – Morning Internal Teams 1. Conversion Optimization 2. Voice Search 3. Revenue Growth Solutions Wrap Up
Conversation2Commerce
Erin Lanuti Global Performance Solutions Officer
Learn how to leverage third party earned content – articles, ratings and reviews, etc to supercharge media plans and commerce. Conversation2Commerce integrates into existing media plans and can be leveraged across all media platforms and formats.
Key Takeaways: • Qualified earned content outperforms brand and owned content. • C2C e-Commerce enables teams to place 3rd party content in ads and on product pages to drive greater engagement, sales and ROAS. Able to execute on Amazon, Target and Walmart. • The C2C team is here to help and often creates bespoke methodologies depending on a client’s business objectives.
Next Steps: • Visit Performicsonespace.com and visit our growth solutions hub for more information on C2C. • Contact erin.lanuti@performics.com or Cate.Cahill@Performics.com to learn more about C2C. 21
GDD – A Market Level View This session provided some recommendations on successfully implementing GDD programmes in local markets. It included tips for onboarding your resource effectively so they understand the context to the accounts as well as ways of working, how to provide constructive feedback, and tips for overcoming challenges. Key Takeaways: • It is hugely beneficial to appoint a project manager to oversee the process identifying requests and managing onboarding • Have clear and sustainable criteria for when positions should NOT be filled by GDD resource • Be specific in your requirements when requesting GDD resource, provide job specs • Visit your GDD teams and arrange for them to visit you, to build relationships and trust Next Steps: • Contact Bjoern Faber Bjoern.Faber@Performics.com or your market lead to learn more about GDD. 22
Richard Taylor Operations Director, EMEA
The phrase Global Distributed Delivery is new, but the solution is not‌it’s an evolution
GLOBAL PERFORMANCE HUB
BEIRUT COE
Seamless augmentation of client teams
4+ years, performance media capabilities
Full account management & delivery for MENA
6+ years, performance media capabilities
Full account management & delivery for MENA
15+ years, technology & data consultancy
180+ dedicated teammates servicing 9 markets
35+ dedicated teammates servicing MENA
8,000+ dedicated teammates servicing globally
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To get started with GDD Step 1 Contact Bjoern Faber to identify GDD Needs
Step 2 Complete Onboarding Kit and schedule kick off call with the Hub
Step 3
Step 4
Work begins
Begin quarterly & annual GDD planning process Market: Practice: 2018 FTE Target: GDD Service Client
(SEO, SEM, Social, Programmatic, TAAG, other)
Scope of work
Estimated FTEs
Priority: 1-3 (1= high priority for Q1, 2 = Medium priority for Q2 3 = less of a priority)
1
2
3
4
24
Timeline (Month)
Comments
Growth Solutions Wrap Up A recap of the Growth Solutions Hub and Performics’ plans for 2018 and Beyond to become Solutions Consultants. Today, there are 5 Growth Solutions: Intent-based Planning Darwin Search Caiman C2C Conversion Optimization
Key Takeaways: • Growth Solutions make us masters of digital transformation, E2E solutions providers and strategic consultants delivering value for our clients.
Next Steps: • Get comfortable selling these solutions. • Reach out to the Global Performance Solutions Team. • Get to know the GDD. • For more info, visit the Growth Solutions Hub
Joe Reinstein Global Growth Officer 25
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Day 2 – Clients & Partners Trends and Insights Report 1. What’s Keeping Marketers Up at Night? 2. Growing in an AI-Driven Future 3. The Changing Landscape: Practical Implications for Brands 4. Escaping the Walled Gardens 5. The Next Generation of Commerce & Voice Shopping 6. A Brief History of Media 7. Tech Fair
Trends & Insights Report April 2018
On April 25th, Performics and our EMEA clients and partners joined together in London to celebrate Performics 20th Anniversary. We reflected on our rich heritage in performance marketing, founded in 1998 as an affiliate marketing agency, launching performance services like search, display, social and commerce, scaled by DoubleClick, bought by Google and now the performance marketing engine of Publicis Groupe. We’ve come a long way since 1998. Macro forces have caused digital disruption, and power has shifted from brands to consumers, who now leverage technology and digital connectivity to get what they want, when they want. Performics helped lead this revolution.
The Yard Shoreditch, London
But Next20 EMEA didn’t dwell too much on the past. As performance marketers, we embrace digital disruption in our relentless pursuit of business results. The event focused on thought leadership around navigating digital disruption to drive business transformation . . . and setting our clients up to lead in the Next20. This report highlights a number of trends and insights discussed by our slate of speakers and panelists.
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To get a glimpse into the minds of global marketing executives, Performics commissioned a “Future of Marketing Study,” executed by Northwestern University’s Spiegel Research Center. We asked 82 marketing executives: what’s keeping you up at night? Here’s what we found: #1: Show Me the Money • ROI
• Revenue, Sales • Growth, More Customers, New Business, Leads
What’s Keeping Marketers Up at Night?
• Loyalty, Retention, Customer Lifetime Value #2: Data Management • Data strategy • Data to inform decisions • Data to measure performance #3: Change •
Changing consumers
•
Changing industry
•
Changing technology
David Gould Global Brand President Performics
We understand the urgency of these challenges and the need for brands, agencies and the industry to transform to perform not only in the Next20, but the near future. Performance marketing used to be a specialized service, but now decisions and optimisations that we make as performance marketers are at the center of building brands. To succeed in the Next20, agencies and brands must partner to solve these industry-wide challenges, and not because these are the things keeping marketers up at night, but because it’s consumers who are really demanding this change.
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Our world is changing. We’re offloading tasks. We’re mobilising. We’re sharing. How does innovation in Artificial Intelligence fit into this new reality? In his keynote, Growing in an AI-Driven Future, Richard Potter, Chief Technology Officer, Microsoft Services, encouraged brands and agencies to embrace AI as a means to redesign and digitize processes to more fully reach desired business outcomes, and achieve true Digital Business Transformation. Potter advocates for a “think big” approach to Digital Business Transformation. He classifies businesses at different points on a transformation scale: • Business As Usual (No Action): Value is only created when things change or the customer asks • Digital Replacement: Replacing existing assets and capabilities with digital technology
Growing in an AI-Driven Future
• Digital Efficiencies: Digitizing existing processes to reduce waste of time, effort and expense, increasing operational excellence and efficiency
• Digital Effectiveness: Redesigning and digitizing processes to more fully reach desired outcomes • Digital Transformation: Creating new value with a digital business. Business as a Platform. The value is created by the ecosystem. How is AI paving the road to Digital Transformation? It’s creating everyday innovation to fit the new reality. Currently, AI is powering: • Vision • • • •
Language Speech Search Knowledge
People share lots of data about themselves in order to receive suitable utility. AI analyzes all that data— visuals, speech, search history, other communications—and outputs it in the form of services like voice assistants and advanced natural language bots. In fact, voice-activated devices now give users an answer before they’ve asked the question, and bots now have empathy and the ability to form emotional connections with users. In preparation for the Next20, all brands must think about how AI can create value for their business and customer base.
How can brands continue to take digital disruption and transform it into business results? Gideon Spanier, Global Head of Media, Campaign, moderated a panel that discussed the 3 main things keeping marketers up at night: (1) is our advertising driving ROI, (2) are we using data effectively and (3) are we keeping up to the pace of change? ROI
The Changing Landscape: Practical Implications for Brands
David Gould noted that as more executives are being held accountable for proving direct revenue from their ads, the role of performance marketing in the media mix is changing. You won’t see many ad campaigns today that don’t feature performance channels as a strategic component. Performance marketing is also expanding from channels like search and social to marketplaces, video and addressable TV. Performance marketers aren’t married to a channel; we seek revenue everywhere. However, Anna Sakowicz, Chief Digital, Analytics & Data Officer, Publicis Media Poland commented that brands and agencies must be careful to not chase short-sighted goals at the expense of long-term strategy. Data Management The panelists all agreed that we’re drowning in data. The real value of data comes from refining that data and making it actionable. Brands must understand the data that’s available, and what analytics resources exist to manage it. Leverage people, process and tech to truly understand consumer intent. Pace of Change The panelists also agreed that high profile events in social media, and the lack of consumer trust in advertising and the Internet are causing an increased sense of urgency for our industry to transform. But this is also a great opportunity for the public to understand how digital advertising works and how consumer data is used. Operate with openness and transparency around issues like data privacy in order to win back trust. To illustrate, James Chandler, CMO at IAB UK, commented that while GDPR creates a lot of work for brands, it makes the Internet better Gideon Spanier, Global Head of Media, Campaign for consumers, and all brands should embrace that. David Gould, Global Brand President, Performics Anna Sakowicz, Chief Digital, Analytics & Data Officer, PM Poland Carl Read: Industry Head, Agency, Google James Chandler, Chief Marketing Officer, IAB UK
Today’s largest companies have created massive data ecosystems. To illustrate, Netflix has access to 1 billion hours per week of programming watched. Facebook has 2 billion monthly users. Google has 2 trillion searches per year. The scale of this data around user habits enables these tech giants (really, data giants) to create unprecedented consumer experiences. To illustrate, Netflix is now able to create custom content based on audience data, and is competing with the original movie studios. In the Next20, these data ecosystems will continue to thrive. However, they’re largely controlled and confined walled gardens of data. In his keynote, Commerce in 2038, John Roswech, EVP Brand Solutions, Criteo, noted that although the platforms are confined, consumers certainly are not; in fact, they’re all over the place—online, offline and across devices. Omni-shoppers are everywhere. According to Criteo,
Escaping the Walled Gardens
• 83% of UK shoppers said they shop online to offline or offline to online
• Omnishoppers spend 13% more online and 31% more offline than non-omni-shoppers • 57% of UK shoppers use their phones while in-store to research products online And shopper data is everywhere (point of sale, mobile app, online website), yet disconnected because of walled ecosystems. As a result, many brands are drowning in a data deluge and having a hard time making data actionable. Roswech advocates that the key to creating more relevant, personalized experiences is connecting different touchpoints in a world where cross-platform and omni-shoppers are predominant. This begins with pooling data. Criteo found that 72% of marketing executives believe that pooling data could lead to increased revenue. 65% said it could lead to increased profits, and 56% said that it could lead to increased customer satisfaction. Working across ecosystems creates a huge collective poll of data. Roswech calls this the Collaboration Imperative, where everyone gets access to the scale and continuous supply of shopper data. To succeed in the Next20, brands must provide different experiences to fulfill a wide range of different shopper expectations in the shopper journey. Brands will only be successful in Commerce Marketing if they’re mining and activing the right data across all the ecosystems, thus creating their own powerful open ecosystem. 33
Commerce is moving from traditional search engines to marketplaces, with voice assistants and smart speakers poised to become part of everyday shopping. Jon King, Performics UK CEO, moderated a panel around overcoming the challenges that brands will face in commerce in the Next20. Implications for Marketers
The Next Generation of Commerce & Voice Shopping
• Voice is the most disruptive new opportunity for marketers. In fact, 44% of people who own a virtual assistant said they make a voice purchase weekly (Google). This number will increase as brands optimize voice shopping to create more dynamic and convenient experiences. Voice search optimisation enables brands to be present in moments of need. Chris Kohn, Managing Director, Performics Germany, commented that “Voice will change our world as we known it. If we search in a different way, we’ll expect brands to answer in a different way.” Donna Booth, Director, Global Analytics & Insights, Publicis Media also discussed Publicis Media’s proprietary Future of Voice research. • Brands must reimagine what their brand pages on commerce marketplaces can do for them. One way to do this is to leverage the great power of influencers and positive reviews to increase sales on commerce marketplaces. Conversation to Commerce is our platform for identifying brand-related influencer content and converting it into digital ads that are more likely to drive revenue.
• Brands must find a balance between awareness, engagement and sales. To illustrate, brand awareness is more important in voice than traditional search, as most consumers will continue to re-order their favorite products via voice, and other brands may have difficulty breaking into that consideration set. Another way to win in commerce marketplaces is to leverage Performics Amazon advertising bid strategy, auction insights and analytics platform, Caiman. Jon King, UK CEO, Performics Erin Lanuti, Global Performance Solutions Officer, Performics Donna Booth, Director, Global Analytics & Insights, Publicis Media Chris Kohn, Managing Director, Performics Germany
Our last keynote featured Steve King, Global CEO, Publicis Media. Steve focused on the history of media and how advertising agencies have evolved—and must continue to evolve—since the 1950s: • 1956-1988: Creative agencies were the centerpiece of the advertising business. Like in Madmen, big creatives were the heroes. The media department was very much seen as a basement division, taking a back seat to the more glamourous creative department. Even as revenues from media planning and buying began to increase, media still took a secondary role through most of the 1980s.
A Brief History of Media
• Late 1980’s & 1990’s: Standalone specialist media agencies began to emerge with a strong focus on their clients. Zenith in the UK was the first of these, formed as a fusion between the media buying departments at several Saatchi & Saatchi Group agencies. The ‘80s and ’90s were a turbulent time in the media industry with fast growth and development. • The 2000’s Digital Revolution: The Dot Com Boom affected almost every industry, and media was no different. The early 2000s spawned a huge number of digital specialist agencies, many of which failed. Those that managed to survive the infamous crash went on to see a period on sustained and impressive growth, with many later being bought by the major holding companies. • 2010 to Date: We’ve seen the continued growth of the major global holding companies, which have consolidated their reach and expanded skillsets through organic expansion and agency acquisition. But Steve noted that, in 2018, everything has changed again. The agency model is broken. Agencies must shift from communications partners to transformation partners. Publicis is leading this change through Trust, Talent and Transformation. Today, consumers demand conversation. Clients demand transparency. And the key to performance is driving one-to-one consumer engagement at scale through data, content and technology + consulting: The right message to the right person, at the right time, through the right channel at every point of the consumer journey, on mass.
Steve King Global CEO, Publicis Media
After the content portion of the event, attendees enjoyed interactive tech experiences from Microsoft, Google and Criteo, as well as Publicis Media NextTECHNow start-up partners, Vysion, GoInStore and Tamoco.
Tech Fair Bing “What Dog Are You?” Vysion VR Cycling
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Social Chatter #Next20
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Happy Birthday Performics!!
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