| Title | MEC Review Preview No. 5 |
| Agency | MEC |
| Posted | January 2015 |
| Story | Welcome to Review Preview No. 5. For this edition, we’ve created a guide for implementing marketing brand initiatives in a digitally enabled world by identifying the key components of this evolution. As in previous editions, our thoughts represent the insights and experiences from a multitude of markets around the world. The journey to marketing in today’s digital era requires a change of culture, organizational structures, technology, measurement frameworks and operating models. Digital transformation is more than a one time, single program or activity, it is on-going. Digital has transformed the ways in which consumers explore, discover, buy, and engage with products and services as well as with each other, transcending traditional channel boundaries. Digital experiences are supplementing brand impressions, and piecemeal strategies of deploying digital channels are no longer sufficient: technology powerfully changes how consumers experience brands. Rather than treating digital as a channel, focus on delivering brand experiences that add value in the context of the consumer’s needs. By 2017, in most major markets, digital touchpoints, such as mobile devices, will influence over 50% of retail sales. Over 10% of all sales will be online. Increasingly, sophisticated location and context aware apps and sensors are permeating the physical world. You must think about your business as part of a digital ecosystem of value that connects resources, networks and platforms inside and outside the company. You must harness technology, both to deliver a superior customer experience and to drive agility for operational efficiency. The biggest challenge is staying ahead of technology and your consumers’ rapidly changing expectations. Open your services and data to reach consumers in new ways. Fund disruptive innovation and experimentation activities with consumers. Based on the inevitable and breakthrough forces in today’s marketing arena, we developed this guide of key marketing considerations. We hope that you will continuously refer to this guide to explore new opportunities, that it will inspire new thinking and, most of all boldness in your marketing efforts. We would love to hear from you and provide on-going education, inspiration and supportthroughout the year. Please join the conversation at www.mecglobal.com/blog/2014/12/rp5.I’m looking forward to working with you to bring great, inspiring brand ideas to life. Carl FremontChief Digital Officer, Global |
| Chief Digital Officer, Global | Carl Fremont |
| Managing Director, Global Solutions APAC | Connie Chan |
| Managing Director, Global Solutions EMEA | Alex Altman |
| CEO, Mexico and Regional Transformation Director, LATAM | Fanny Garcia |
| Managing Director, Global Solutions LATAM | Diego Teran |
| Senior Director, Innovation and Consumer Technology, NA | Whitney Fishman Zember |
| Head of Analytics and Insights, Global Solutions and EMEA | James Northway |
| Partner, Digital Director, NA | James Reynolds |
| COO, GroupM Interaction, NA | John Montgomery |
| Head of Digital Product Development, Global | Josh Berman |
| Digital and Data Partner, Global Solutions and EMEA | Mudit Jaju |
| Head of Search and Performance, APAC | Anthony Yiu |
| Head of Digital, The Netherlands | Elja Polak |
| Digital Product Development Director, Global | Kristine Segrist |
| Ineraction Manager, Chile | Patricio Poblete |
| Head of Digital, LATAM | Fernando Monedero |
| President of Digital, NA | Shenan Reed |
| Head of Digital Content Marketing, NA | Gian Lavecchia |
| Head of Mobility, NA | Rachel Pasqua |