1. Integrating Offline and Online: Best Practices Hyundai Motor America, Carat Fusion, Click Here Interactive 09/26/05

2. 2 If you’ve had trouble … Integrating online media with offline media Integrating online creative with offline creative Integrating online creative with online media Integrating offline creative with offline media This is for you …

3. 3 Lost Leads and Sales Confused Customers and Prospects Value “Minus” Vs. Value “Add” Duplication Of Effort Lost Efficiencies Wasted Time Frustrated Employees and Publishers Inconsistent Look and Feel When You Don’t Integrate …

4. 4 The World We Live In … Rampant Media Fragmentation Changing Media Consumption Patterns Blurring of Traditional and “New” Media Blurring of Media and Creative Clients Seek “Best Of Breed” Partners vs. Single Partner Accountability Of Spending More Important Than Ever Integration Is A Strategic And Executional Mandate To Maintain A Competitive Edge

5. 5 Key Headlines … You all play a part in integration It is your responsibility Everyone has a different definition Define common terms and expectations Integration terms need to be clear It is hard Our main goal … make it easier

6. 6 Rule #1: Mandate It If you are a client, mandate integration among your partners Lead regular integration summits Define what you mean by integration Strategic? Executional? Both? Use examples, either in house or from another client/category Hold all partners formally accountable in annual reviews If you lead an agency team, work closely with client to get them to mandate it Oversee all work and make sure it is integrated Hold your team accountable

7. 7 Rule #2: Enable It After mandating it, you need to enable it Educate, using examples Get employees involved Monthly brown bags with team participation Stay on top of well-integrated campaigns out there Develop processes and “ways of thinking” that will enable it Allow your teams and agencies to meet frequently Eliminate silos in your own organization Create an organization that will foster integration Approve travel budgets if your partners are in different cities Be open … forget traditional conventions

8. 8 Rule #3 – Incent It If possible, create incentives for your employees/partners to develop integrated programs Set clear objectives and deliverables for what an integrated program looks like Create a reward system Percentage of bonus for bonused employees Spot bonuses for other employees Other employee recognition programs

9. 9 Rule #4: Processize It Develop a clear process to ensure integration happens Work with your various partners to develop one communications briefing document Should guide creative and communications planning all in one Brief all partners at the same time Create rules of “engagement” among partners and client Make the desired outcome clear Make sure senior management is involved at key junctures Allow sufficient time for reworking

10. 10 Rule #5: Notice It Go to networking events Award shows are particularly good Consume the media – if not natural, force yourself. You are in this business Read the trades – lots of great case studies in them Subscribe to e-newsletters Be curious, ask questions Keep a file of things you notice that are well- integrated

11. 11 Rule #6: Make It Emotional … Most “old timers” think new media can’t capture emotions like TV If you’re an online person, quit relying solely on the media consumption data – it’s the rational side of the story Need to show how online can present the emotional side of a brand Flash, video, podcasts, blogs Develop a sizzle presentation and shop it around Use your rich media partners to put this together – they have a vested interest as well

12. 12 Rule #7: Remove the P&L Barrier In many media organizations, different P&Ls create internal competition for funds by medium This is disastrous If you are a senior client or agency person, do everything you can to eliminate this In the meantime, education can help Online education of offline counterparts (who usually hold the keys to the budget kingdom) Treat them like your first client Ask how you can help them – not “where is my share of the budget”

13. 13 Rule #8: Don’t Forget Anyone It’s not just about offline and online media Don’t forget Web Development Promotions Events/Experience Marketing Multicultural Public Relations Alternate Channels (Retail/Wholesaler/Dealer Groups)

14. 14 Rule #9: Celebrate It When you or your team have done a well-integrated job, celebrate it Internally, and with client Capture it and share it Draw conclusions and implications for future programs Merchandise to upper management Talk to your PR people – perhaps it’s press or award worthy!

15. 15 Case Studies 2006 Hyundai Sonata Launch WIP with Azera

16. 16 2006 Hyundai Sonata Launch Campaign goals Introduce and build excitement for first new vehicle in years Assist in new brand positioning – A Hyundai Like You’ve Never Seen Before Ensure consistent communication touchpoint across all media channels Creative Goals Communicate 3 Sonata key pillars Comfort Performance Safety