1. What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009 wim.van.melick@ogilvy.com

2. Our founder David Ogilvy started his career in advertising, in New York, in the early forties Already then he believed in building Brands He believed in Big Ideas He had vision Today we have 450 offices around the world

3. “You cannot work for us if you do not understand Brands” Shelly Lararus Chairman Ogilvy Worldwide

4. Brands are built like bird’s nests with scraps and straws

5. You can only consider yourself successful if a Brand flourishes

6. Brands represent lasting value for companies, organizations, the government and people

10. Ranking _______ 1 2 3 4 5 6 7 8 9 10 Brand _________ Google Microsoft Coca Cola IBM McDonalds Apple China Mobile General Electric Vodafone Malboro Brand Value ($m) 2009__ 100.000 67.000 66.000 63.000 61.000 59.000 53.000 49.000 Brand Value change 09 vs.08_________ 16% 8% 16% 20% 34% 14% 7% -16% 45% 33% * 2009 Annual BrandZ Research by Millward Brown Optimor

11. Performance: “I tried the Brand” Presence: “Yes, I have heard about the Brand” Advantage: “I buy this Brand” Relevance: “It could be my Brand” Bonding: “This is my Brand” No Presence: “I don’t remember the Brand” Unknown From an unknown Brand to love for a Brand BrandZ model

12. So, Brands really matter But what’s new around the world in Branding?

13. Marketing communication without engagement of the consumer is just noise

14. The interruption model is dying a slow death

15. What I told you so far Understand Brands Brands really matter Feelings and reputation Engaging, building relationships Brand performance New media in every plan Interruption model is dying

16. Some current problems with Brands?* Consumers distrust many Brands Consumers want Brands to be more social relevant Brands are experienced differently country by country Brands must come to realities of the consumer 40% of consumers distrust financial services Brands * McKinseyQuarterly worldwide survey

17. But what is really new in Brands? The Dove case

18. Dove Evolution film

22. Dove Pro age

23. “The world would be a better place if more women feel more beautiful every day”

24. “It is time for honest marketing” McKinsey research

25. My Grandson

26. “The world would be a better place, if football clubs would share some of their wealth with good causes”

27. “The Brand’s best self” and “A cultural tension”

28. Three more examples of social responsible films made by Ogilvy Amsterdam

30. What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009 wim.van.melick@ogilvy.com